Newsletter | March 10, 2021

03.10.21 -- Thinking Beyond Net-New Leads In B2B Marketing

  In This Issue:  



Let's talk about leads. We all want more leads. Many of us can't wait to get leads from in-person events again. Few of us define leads the same way. Leads. Leads. Leads. It's a four-letter word in marketing if there ever was one.


In part one of this week's featured article on net-new leads, marketers learn how to combat the sales objection of “We’re already working that account. We only want net-new leads.” In part two, we’ll explain how intelligence about active customers can be just as important as net-new leads.


Thanks for leading, I mean reading,




Abby Sorensen

Chief Editor | Follow Your Buyer


Thinking Beyond Net-New Leads: Part 1

Infatuation with net-new leads means lost opportunities, so B2B marketers need to push back when the sales team undervalues lead intelligence on prospects they “are already working.”

Thinking Beyond Net-New Leads: Part 2

Don’t lose sight of opportunities to upsell, cross-sell, and retain existing customers just because your marketing strategy places too much emphasis on net-new leads.

The New Definition Of Leads For B2B Marketers

All leads are not created equal. Understanding the difference between marketing qualified leads, sales qualified leads, sales ready leads, and sales winnable leads is essential in B2B environments.

  B2B Marketing Around The Web  
7 Tips For A Successful Virtual Event Presentation

Joe Cogliano, editor of Water Online and B2Brand Water, writes, "think about how you can help the audience." Sounds familiar to what we preach at Follow Your Buyer, doesn't it? That's because these are sister publications. Joe writes about a hot topic, since COVID-19 is raging on and traditional face-to-face trade shows in jeopardy for the second consecutive year. With so many marketers taking the plunge into the world of virtual events, it's time for a refresher on best practices.

Who Wins When Big M​ Marketing And Small m​ Marketing Battle?

It's an understatement to say the Follow Your Buyer team is a big fan of Paul DuPont, one of our loyal subscribers. In his latest article on LinkedIn, he explains the complex relationship between big "M" marketers and small "m" marketers. He explains it like this, "If big 'M' is the strategy, small 'm' represents all the tactics and execution required to enact that strategy." So, who wins? Read on to find out.