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Lead Generation for B2B - A Definitive Guide

Lead generation is the process of attracting and converting these prospects into someone who has indicated interest in your company. When you engage with leads, you can help them along their buying journey before they reach out to your sales team. That means they're more likely to convert and become loyal customers. Lead generation is key to scaling sales and growing a sustainable business. What Are B2B Leads? A B2B (business-to-business) lead is an individual or a company that has expressed interest in the services or products your business offers for their own business purposes. As is clear from the term, the leads that you get are businesses or individuals who conduct businesses. B2B leads fall into three categories: Marketing Qualified Leads (MQLs) , who are sales prospects that exhibit interest in your company's products or services through interactions with your marketing team. Sales Qualified Leads (SQLs) , who have been qualified by the sales team as meeting business re

What is Marketing Myopia? How You Can Avoid It

Marketing Myopia is a term coined by Theodore Levitt in 1960. Let's not go into the definition of marketing myopia as it's kind-of complicated! Marketing myopia basically is thinking that as long as your product or service sells well, it doesn't matter what the customer thinks of the product. It is a situation where the seller blinds himself to consumer behavior because he is too focused on his own goods or services.  In this article we will look at what marketing myopia is, what causes it and explain how one can avoid marketing myopia. What is Marketing Myopia? Marketing myopia refers to a situation in which marketer relies too much on individual product features, and not its actual customer. Marketing myopia is the inability to see beyond the products and services your company currently offers.  It occurs because managers become focused on their existing products, customers and suppliers. Marketing myopia leads organizations to ignore new opportunities and threats. It'

3Ps in Marketing - The New Marketing Mix

We all know of the 4Ps in marketing . They make up the classical marketing mix. They are product, price, place (location where the products or services are marketed) and promotion (how the products or services are marketed). But, recently there's a clamour growing regarding a new set of marketing mix - one, that revolves around 3Ps. So, I did some digging. Surprisingly, I found that while this is true, most marketers do not agree on what the 3Ps are! Well, in simple terms, they are a new set of metrics based on which a marketing campaign should be tied to. While most disagree as to the constituents of the metrics, I have found that the 3Ps in marketing that are most favoured are -  People Personalization, and Permission. That said, let's uncover these marketing 3Ps and understand how they can relate to your marketing campaign. What are the 3Ps in Marketing? When you market a product or service, you need to have several factors in mind - what channels you are going to use, how w