When planning your next lead generation program, and you are looking to dig in to some desk research to help broaden your marcom thinking, and fine tune your strategy for this fundamental driver to revenue growth, take time out to look at some particular lead generation article links recommended by Brian Carroll.
Brian Carroll is seen as an authority in bringing a valued perspective to lead generation, and in his blog (see link) he points you to the particularly useful articles found in this years BtoB Magazine's Lead Generation Special Feature.
One of the articles neatly sums up this space:
"....as the length of the sales cycle grows and more people become involved in the buying decision—something common in b-to-b sales but an element that is becoming even more so in this challenging economy—marketers need to fine-tune their efforts....or risk exciting the end-user but losing the sale as the request moves up the approval ladder."
Brian Carroll Recommendations on Useful Lead Gen Articles
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