This week I was in San Francisco doing a live, streamed presentation, Uncovering Trends and Best Practices in Lead Generation, for Cisco. It’s part of their on-going Partner Velocity Program which provides in-person events, in-depth resources, and online marketing tutorials to their value-added resellers worldwide.
I believe Cisco sets the standard for how to engage channel partners, and am honored that they asked me to share my ideas around where they need to focus their marketing attention and resources. In essence, smart marketers approach their work as a portfolio manager; they’re constantly thinking about and testing the optimal investment strategy.
In the playback below I examine how to make the best investments of marketing time, money and energy, and point out the areas where too many marketers are squandering opportunity and resources. I cover:
- The latest trends in lead generation.
- How to create buyer personas.
- Social media as a lead generation tactic.
- Steps to optimizing the B2B mix.
- Guiding principles to effective B2B telemarketing.
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