tag:blogger.com,1999:blog-34368959.post5429204688449954055..comments2024-03-25T04:32:02.396-04:00Comments on Customer Experience Matrix: Moving On: Lessons from the B2B Marketing TrenchesDavid Raabhttp://www.blogger.com/profile/03489754392712536104noreply@blogger.comBlogger5125tag:blogger.com,1999:blog-34368959.post-87300817422796148542012-10-29T12:31:17.746-04:002012-10-29T12:31:17.746-04:00Loved this post, David.
As an account guy at a co...Loved this post, David.<br /><br />As an account guy at a content agency, I was appalled that content seemed to perform equally no matter which content you used (presumably none of it was dog food, I hope).<br /><br />Wrote a little piece inspired by your post here: http://bit.ly/XLYbpa<br /><br />RyanRyanhttps://www.blogger.com/profile/06350867574764111910noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-19059767860380767802012-09-29T02:51:33.049-04:002012-09-29T02:51:33.049-04:00David
I am a small business owner vetting Infusion...David<br />I am a small business owner vetting InfusionSoft and OfficeAutoPilot - which is how I came to your site and I'm finding this article - and others, fascinating. Thank you! Pam Parsons Dupuyhttps://www.blogger.com/profile/05961921494758620813noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-27744923620889818092012-09-10T15:03:32.369-04:002012-09-10T15:03:32.369-04:00David, Thanks so much for taking the time to write...David, Thanks so much for taking the time to write down your thoughts. These are fantastic insights. I just got back from Content Marketing World, and I really wish you'd been one of the speakers. I'm going to recommend you for next year, and hope you'd be willing to do some kind of case study on this topic. Anonymoushttps://www.blogger.com/profile/15679966826127467328noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-75405586396091875352012-09-04T12:53:05.107-04:002012-09-04T12:53:05.107-04:00Thanks Julie. We had very little visiblity into t...Thanks Julie. We had very little visiblity into the sales cycle after the leads left the marketing system, so I can't point to evidence related to acceleration. But it's certainly true that a good lead scoring system should be able to identify the prospects who are close to making a purchase and send them to sales; after that, one would hope a good salesperson could speed up the process. Still, I suspect the greater value of lead nurturing is to increase the proportion of deals won, rather than to reduce the time to close. (These don't necessarily conflict: if a nurture program leads to buyers making a purchase without bringing in competitors, this would also shorten the buying cycle substantially.)<br /><br />I know ITSMA does plenty of research -- what have you found? David Raabhttps://www.blogger.com/profile/03489754392712536104noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-15923757266542242082012-09-04T12:38:12.457-04:002012-09-04T12:38:12.457-04:00Some great lessons here David. I especially like y...Some great lessons here David. I especially like your remarks about the importance of context (as a market researcher, I have seen many data points taken out of context!) and sales cycle acceleration. It is so true that the the buyer is going to buy when ready. An important role for marketing is to identify when the buyer is ready and get sales involved at that point. Presumably the sales cycle (measured as the lapse of time from when buyer becomes a sales ready lead and the deal closes) can be accelerated. If marketing is able to get sales involved at the right time, then marketing can demonstrate an impact on accelerating the sales cycle. Of course, the cycle can only be shortened a finite amount; the improvmments can't go on indefinitely. David, based on your experience, what's your view on this? What kind of impact can marketing potentially have on the sales cycle length?Anonymoushttps://www.blogger.com/profile/16813908390030091979noreply@blogger.com