Connecting Marketing and Sales Through the Customer Lifecycle

The goal of most B2B marketing programs is lead generation. While defining the buyer funnel provides an understanding of the overall buyer journey, outlining the customer lifecycle helps organizations identify how marketing and sales can work together most effectively, including roles and responsibilities, lead hand-off best practices, and contact management within the customer relationship management…

Earn the Right to Ask

We believe that it’s better to give rather than ask when it comes to nurturing prospects in the buyer funnel. Instead of immediately focusing on a strong call to action, such as “Connect with us” and “Request a demo,” we use a proven approach that builds awareness and credibility over time. When it finally comes…