B2B Marketing Blog
October 2008 Archives

Data Q&A: Credit scoring system

October 17, 2008 4:53 PM | By Joel Harrison
Most of the larger B2B data houses now have credit scoring systems for their marketing data, allowing marketers to check whether prospects are financially viable. Are such systems essential or a nice-to-have for B2B marketers?...
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sign here, here, here, here , here and here

October 15, 2008 12:36 PM | By Edward Weatherall
It seems that in a tough financial market, Marketing Directors have the ability to control their budgets, evaluate suppliers and manage business requirements, <>but can no longer be trusted to sign off any expenditure. I have spoken with some clients and they have seen signatory powers reduced to around 10%, so from £100,000 to £10,000. A professional services firm we are currently in the final stages of agreeing a contract with, has the proposal sitting on the Global CEO’s desk. 12 months ago it would have been signed in two weeks by the marketing director. The new process has resulted...
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Demand generation: Out of the blue?

October 7, 2008 6:20 PM | By Joel Harrison
Demand generation is a subject that seems to have come from almost nowhere. One moment it’s something muttered about by technology vendors, and effectively ignored by everyone else in marketing; the next, we’re running a half day conference on it with 90 people in attendance (held at the Century Club, London on September 23, in conjunction with Mardev and sponsored by Vtrenz).From an organiser’s perspective, the event went extremely well, with three excellent speakers (Professor Merlin Stone, Zina Manda of Mardev and Pete Jakob of IBM), who provided three very different views and insights into this emerging area. The audience...
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Service with a smile

October 6, 2008 5:58 PM | By Scot McKee
This is a service industry. Birddog is a service company. We provide professional services. This is a service industry. Birddog is a service company. We provide professional services. Not products. Not widgets that can be picked off the shelf, inspected, weighed, price-checked, scanned and paid for at checkout. Service companies provide bespoke, specialist, professional services where no two requirements are the same. Every client is different; every solution made to measure. There are similarities and processes that can be repeated, but the delivery is unique every time.So it comes as no surprise that projects rarely go according to plan. In...
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