Business-to-business companies have entered an era when inbound marketing for generating leads and employing content to address buyers' needs is supplanting a model based on outbound efforts and sales relationships, Postwire CEO Cliff Pollan writes. Marketing can come to the aid of sales by organizing and making an inventory of useful content, including the funny and unusual stuff that can break the ice. Direct sales to the right social media forums and key on marketing-tested points. And construct a sales feedback loop to monitor the customer from their front-line perspective.

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