Three Investments B2B Marketers Should Consider Right Now – Gartner

Key summary…

Let’s start with retention.  What marketers often forget: retained, happy customers, especially those willing to advocate, become a cost effective resource for new customer acquisition.


Inside sales, outside sales.  [Some] leads require further nurturing, best conducted by an inside sales team. Once these leads reach a high enough score, they are turned over to a salesperson, who is delighted to add a highly qualified prospect to his or her sales funnel. The result? A more appropriate, and more cost effective treatment of leads – and a higher producing outside sales team.

Organizations that follow this model, also known as Revenue Performance Management (RPM) find they can increase the quotas of outside sales people due thanks to inside sales nurturing.


Inbound, outbound. In our survey of digital marketers last year, nearly a third of those in the most mature state strongly agreed that their inbound marketing programs were generating more qualified leads than their outbound programs. They also noted the lower cost of Inbound leads. But outbound marketing is hardly over. Often there’s no faster way to build awareness than a paid media campaign, even if it does behave in a more traditional in-your-face, interrupt style fashion. But these marketers also tell me that these inbound  inquiries are being driven to landing pages, white papers, webinars and other assets that were initially designed for outbound programs.

iNeoMarketing‘s insight:

A view from 60K ft., and sensible. Blocking and tackling, and setting priorities for your organization. A solid, brief article.

  • See the article at
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us

See on

This entry was posted in marketing automation. Bookmark the permalink.