Category Archives: demand generation

Collaborative Selling in the Channel

By Robert Lesser | Published October 31, 2011

The imperative for technology companies is to grow fast. Many technology vendors leverage the channel to power their growth and use one model or a combination of selling models for demand generation: Vendor Led Selling A small number of technology companies initiate all outbound calling internally.  Once qualified, the tech vendor will pass the leads to partners [...]

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Segmentation for the Nation

By Robert Lesser | Published July 29, 2011

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 [...]

Also posted in B2B marketing, buyer behavior, database marketing, market research, market segmentation | Tagged , | 2 Comments

Top 5 Reasons to use Segmentation

By Robert Lesser | Published March 31, 2011

There are now more reasons than ever to invest in segmentation. Through segmentation a marketer identifies groups of customers that are ranked by their sales potential and can be classified based on any number of criteria.      By leveraging this intelligence, marketers can profile their ideal customer and forecast outcomes for marketing programs. Traditionally, B2B marketers [...]

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