Robert Lesser

In earlier post entitled the Top Five Reasons to use Segmentation, I wrote about the importance of segmentation in B2B marketing.

Segmentation requires an in-depth understanding of customers generated through analysis and research.   Many large organizations either buy research from consultants and analysts or commission their own research.

A relatively new source of research is the tracking of B2B buyers in their online searches (SEM).   For example, the analysis of keyword searches can provide insight on pain points.

Unfortunately research on buyer behavior is neither affordable nor feasible for many businesses.

For those interested in segmentation, yet resource or budget challenged, I would like to share an alternative approach to segmentation that focuses on analysis:

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Lead generation is simply the creation of sales opportunities. Although lead generation is most often associated with acquiring net new customers, it can include developing opportunities within existing accounts in new divisions or work teams. For most organizations, digital lead generation is a scalable, cost-effective approach to generating leads for their sales teams.

In the business-to-consumer space or with high volume business-to-business solutions, digital leads are quickly converted online to a sale. In an e-commerce model, the flow is fluid and the participation of sales is typically not required.

Should sales be needed as part of the digital sales model, the sales team leverages a ranges of digital sales tools that could include: email, web chat, web or video conference. Both sales and marketing are profiting from the advances in digital tools, media and process.

...digital lead generation for the complex sale plays a large role in...

At its simplest level, language allows one person to understand another in the course of basic communication.   

On a broader scale, language defines who we are, what groups we belong to and our culture.   

In Quebec, almost 50 years ago, the Office québécois de la langue française (OQLF -  Quebec Board of the French Language) was established to ensure that French would be the primary language in the province of Quebec assuring the rights and identity of the French-speaking majority.

Supposedly first dubbed  ’The...

Buyers who are at ease in researching, communicating, collaborating and buying on the internet are choosing to do business differently.  

And I am not referring to the ‘Lost Generation’: those dying breed of executives who ask their executive assistants to print out their emails.  

In a recent blog post , Steven Woods notes that:   

As the emphasis on face-to-face interaction as a way to build trust decreases in lieu of other ways of building trust, the need to be “in the field” also decreases.  

With...