Archives for: Tag: B2B

Home Depot Builds Customer Loyalty Through Value-Added Experiences

Author: Guest Contributor, Jim Tierney
2 / 24 / 2017
The-Home-Depot---personalization-and-customer-experience---Lenati

With a total of 2,278 retail stores in all 50 states, the District of Columbia, Puerto Rico, U.S. Virgin Islands, Guam, 10 Canadian provinces, and Mexico, Home Depot is as familiar a name in retail home goods as any. Founded in 1978, Home Depot, the world’s largest home improvement retailer, knows how to generate customer loyalty, customer engagement, and memorable […]

Key Success Factors for Implementing Sales Enablement

Author: Dailah Lester
2 / 23 / 2016
Sales Enablement and Sales Planning 2017

Enabling sellers to be more efficient and impactful is difficult. Technology is one aspect of sales enablement that is helping companies increase productivity. The challenge is identifying the technology vendor that will provide the performance improvements for your business and will be easy to deploy. In a recent webinar hosted by Smart Selling Tools—Jen Winter, […]

The Black Box of B2B Content Marketing

Author: Evelyn Bozak
1 / 21 / 2016
B2B-content-marketing-Lenati

Content marketing has officially turned the corner from trend to cornerstone of an effective marketing strategy. Most companies are doing some form of content marketing. Unfortunately without a clear view of what you are trying to accomplish and how you’ll measure the impact, this can often result in limited results and wasted investment. For B2B […]

Re-tuning the B2B Sales Role for 2016 and Beyond

Author: Dailah Lester
1 / 5 / 2016
B2B-Sales-Role-Sales-Enablement-Lenati

Buyers today are informed, digitally savvy and squarely in the driver’s seat in terms of how and when they want to talk to sales. As we illustrated in The Death of the Sales Funnel Infographic, the game has changed.  If sellers want to remain in the running, they need to adjust their approach to the […]

The Death of the Sales Funnel [Infographic]

Author: Jared Dodson
9 / 17 / 2015
B2B-Sales-Funnel-Infographic--Lenati

We have been closely following the shift in B2B and B2C sales organizations. It’s not news that sales motions are becoming more complex. However, what’s different now (and continues to evolve) is customer expectations within the buying and selling experience. Customers now dictate their ideal buying experience, a trend that will only grow as accessibility […]

It’s Nothing Personal…Unless it’s Small Business

Author: Carrie Holmes
9 / 15 / 2015
B2B marketing strategy small business Lenati

We’ve all heard the old adage “it’s just business,” but to a small business owner, it’s actually so much more. More often than not they’ve invested countless hours caring for, nurturing, squeezing every ounce of productivity out of their resources to help their business grow. Because of the time, energy and commitment they invest in […]

How The Home Depot Made Mobile Its Most Versatile Tool for B2B Customer Engagement

Author: Luke Goodrich
8 / 31 / 2015
mobile-marketing-B2B-Lenati

Mobile technology has had profound impacts on life and business that were unimaginable a decade ago. I first realized the potential of mobile devices when, in 2008, I moved across the country to Seattle, having never set foot there before. Had I made the move just two years earlier I would have been utterly lost […]

The Dangers of Rushing a Business to the Altar

Author: Carrie Holmes
8 / 3 / 2015
Lead gen and sales for B2B

A recent article by Lori Wizdo, VP and Principal Analyst for B2B Marketing, Forrester Research is a sobering reminder of what can happen when you “rush a business to the altar” –  prospecting before a lead is properly nurtured.  In Wizdo’s article Are You Butchering Your Early-Stage Leads?, Lori talks about a first-hand experience where an overly-eager sales […]

The Economics of Content Marketing: ‘Stock and Flow’

Author: Chris Sullivan
7 / 30 / 2015
content-marketing-lenati

Five years ago, Robin Sloan wrote a blog post for Snarkmarket exploring the economic terms “Stock” and “Flow” within a modern marketing context. For those who didn’t suffer through an economics degree, imagine stock as your bank account balance and flow as your weekly wage. The concepts are clearly related, but distinctly different – a […]