There is a back story to the development of the process called Account Based Marketing and that story was published in this blog by LeanData, Inc.:
“In 2003, Bev Burgess, SVP ITSMA Europe, was the host of a..
While cost-per-lead measurement has been the de facto favorite for evaluating marketing programs, we are seeing radical and positive shifts in how..
Your sales team likes nothing better than getting leads with a high probability of closing soon. So much so that many reps often ignore every..
The core idea behind this book is that marketers need to embrace and take responsibility for the entire sales funnel, not just the top half. It’s the new B2B imperative that marketers take full responsibility for the..