What’s the not-so-secret but often neglected success factor in B2B direct marketing? Simply this: your in-house prospect list (house file) can be your most important asset in a successful direct marketing operation. And this is equally true whether you are communicating with prospects at their email addresses, physical addresses or telephone numbers. A house file can vastly decrease your cost of lead and new …
Monthly Archive
for: ‘March, 2010’
Should You Use a Marketing Consulting Firm? by Christopher Ryan
I was doing a talk about branding and positioning to the Peak Venture Group last week and was asked an intriguing question from a technology start-up CEO: Should I hire an in-house chief marketing officer (CMO) or outsource this role? Here is a rough synopsis of the answer I gave this gentleman. Note that my …
Salespeople: Are they Dinosaurs or Something Else? – by Christopher Ryan
I read an interesting discussion on LinkedIn titled: How soon will the internet turn your salespeople into dinosaurs? Not surprisingly, this discussion generated a lot of comments – 132 to date. Some agreed that sales reps are an endangered species while others took the opposite approach, maintaining that sales professionals are essential to the success …
Do You Need a Coach to Be Successful in B2B Marketing? – by Christopher Ryan
I read a posting by Patrick McClure at the Sales Lead Management website titled The First Fundamental of Success: Get a Coach. McClure points out that every Olympic athlete has a coach and this is one of the reasons why they are able to obtain such high levels of performance. So how does coaching apply …
