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  • 5 Steps To An Effective Lead Process

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    One of the most difficult and misunderstood business processes today is the entire subject of “leads”. Starting with the stimulation to generate inquiries all the way through the challenging hand-off and follow-up by a sales resource, this area sees more wasted money, lost opportunity and downright mistakes than any other area in business-to-business (B2B) marketing and sales.

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    5 Steps to an Effective Lead Process

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    One of the most difficult and misunderstood business processes today is the entire subject of “leads”. Starting with the stimulation to generate inquiries all the way through the challenging hand-off and follow-up by a sales resource, this area sees more wasted money, lost opportunity and downright mistakes than any other area in business-to-business (B2B) marketing and sales.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Scarica in formato PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    63 visualizzazioni10 pagine

    5 Steps To An Effective Lead Process

    Caricato da

    inveniomarketing
    One of the most difficult and misunderstood business processes today is the entire subject of “leads”. Starting with the stimulation to generate inquiries all the way through the challenging hand-off and follow-up by a sales resource, this area sees more wasted money, lost opportunity and downright mistakes than any other area in business-to-business (B2B) marketing and sales.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Scarica in formato PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    di 10

    WHITEPAPER

    Five Steps to an Effective Lead Process

    By: John M. Coe


    President, The Sales and Marketing Institute

    WWW.INVENIOMARKETING.COM
    WHITEPAPER

    Five Steps to an Effective Lead Process

    INTRODUCTION
    One of the most difficult and misunderstood business processes today is the entire subject of
    “leads”. Starting with the stimulation to generate inquiries all the way through the challenging
    hand-off and follow-up by a sales resource, this area sees more wasted money, lost opportunity
    and downright mistakes than any other area in business-to-business (B2B) marketing and sales.

    Here are a few reasons to consider revamping your lead process:


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    UIFFYQSFTTQVSQPTFPGHFOFSBUJOHMFBET5IFSFGPSF BOZJNQSPWFNFOUJOUIFMFBETZTUFN
    JTBMJHOFEXJUIUIJTFYQFOEJUVSF

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    FYQFOEJUVSFDBOHFOFSBUFUIJTUZQFPGSFUVSO

    t 5IJSE UIFDPNQFUJUJPOJTQSPCBCMZQFSGPSNJOHUIFMFBEQSPDFTTBUUIFTBNFMFWFMPS
    worse. A good lead process can therefore become a competitive advantage and enable
    your company to beat the competition to the sale.

    5IFQVSQPTFPGUIJTXIJUFQBQFSJTUPPVUMJOFBTPMJEQSPDFTTBOEPõFSTPNFUJQTBOEUFDIOJRVFT
    that, when applied to your business situation, will turn the lead process from marginal to result
    producing success.

    FIVE STEPS TO LEAD SUCCESS


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    mWFTUFQTNVTUMJOLUPHFUIFSUPGPSNBDPIFSFOUBOEQSPEVDUJWFMFBETZTUFN'PSFBDITUFQ 
    *WFXSJUUFOUIFNPTUDPNNPOPCKFDUJWF

    1. INQUIRY GENERATION
    5PHFOFSBUFBTVöDJFOURVBOUJUZBOERVBMJUZPGJORVJSJFTBUUIFMPXFTUQPTTJCMFDPTUQFSJORVJSZ

    2. LEAD QUALIFICATION
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    but produces a positive feeling for those inquiries that do no move forward in the sales process.

    WWW.INVENIOMARKETING.COM
    WHITEPAPER

    3. LEAD DEVELOPMENT
    5PEFWFMPQBOEQSFTFMMUIFRVBMJmFEMFBEUPBQPJOUJOUIFCVZJOHQSPDFTTXIFSFUIFIBOEPõ
    to the sales channel is appropriate for both the prospective buyer and the sales person.

    4. HAND-OFF & FEEDBACK


    5PJOTVSFUIBUUIFMFBEIBOEPõJTTFBNMFTTBOEDPNGPSUBCMFUPUIFQSPTQFDUJWFCVZFSBOEJT
    properly followed up and reported on by the sales person.

    5. CONVERSION
    5PDPOWFSUUIFIJHIFTUOVNCFSPGTBMFTPQQPSUVOJUJFTBUUIFMPXFTUDPTU

    'PSUIFSFNBJOEFSPGUIJTXIJUFQBQFS *WFUBLFOUIFTFmWFTUFQTBOECSJFnZFYQBOEFEPOUIFN
    so that you might have some insight on an effective lead process.

    I. INQUIRY GENERATION
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    NFBTVSFNFOUPGTVDDFTTJTRVBOUJUZBOEOPURVBMJUZ5IFNPSFJORVJSJFTUIFCFUUFS5SBEF
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    rates for ads, direct mailings and trade shows have gone down while their cost per inquiry has
    continued to increase.

    A new approach is required to generate “the right inquiries” and it rests on two primary pillars.
    5IFZBSFTFHNFOUBUJPOBOEPõFS

    SEGMENTATION
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    of segmentation.

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    lies in the desirability, and ability for us to drive relevant messages to unique slices or
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    BOE*XJMMSFWJFXFBDICSJFnZ

    WWW.INVENIOMARKETING.COM
    WHITEPAPER

    1. Demographic
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    $PEF OPXCFJOHNJHSBUFEUPUIFOFX/PSUI"NFSJDBO*OEVTUSJBM$MBTTJmDBUJPO4ZTUFNPS/"*$4
    
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    JNQPTTJCMF*OBEEJUJPOUPUIFTFUXPEFNPHSBQIJDCVJMEJOHCMPDLTTFWFSBMPUIFSGBDUTNBZCF
    of importance in your particular situation. Geography, year started and type of facility are three
    additional demographic facts that may help in building a micro-segmentation scheme.

    2. Relational Demographic
    'PSFWFSZCVTJOFTTBOEPSQSPEVDUTBMFUIFSFBSFVTVBMMZBUMFBTUPOFPSUXPLFZQJFDFTPG
    information that, if known, would create powerful opportunities to segment the target audi-
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    UIFTFMMJOHPGQPMZWJOZMDIMPSJEFDPNNPOMZLOPXOBT17$PSWJOZM5IJTUIFSNPQMBTUJDJTVTFEJO
    a wide variety of applications and it would make a major difference in our micro-segmentation
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    process that the targeted company employs to manufacture its products.

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    JUXBTJGUIFDPNQBOZIBEBHBTPMJOFUBOLJOUIFZBSEPSGVFMFEBUSFHVMBSHBTTUBUJPOT'PS
    advertising agencies, it might be if the company had an agency of record, used freelancers or
    created marketing communications in-house.

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    segmentation approach.

    3. Behavioral
    .BOZUJNFTUIFMJTUTUIBUBSFBWBJMBCMFUPCFSFOUFEDPOUBJOOBNFTPGJOEJWJEVBMTPSDPNQBOJFT
    that have engaged in some behavior that tips off their interest or situation. Attendance at a
    USBEFTIPX TVCTDSJQUJPOUPBWFSUJDBMUSBEFNBHB[JOFPSBSFTQPOTFUPBEJSFDUNBSLFUJOHPõFS
    are three that are common.

    WWW.INVENIOMARKETING.COM
    WHITEPAPER

    5IJTCFIBWJPSXIFODPNCJOFEXJUIUIFmSNTJOEVTUSZBOETJ[FDPVMEGPSNUIFCBTJTPGBHSFBU
    TFHNFOUGPSDSFBUJOHUIFSFMFWBODZPGZPVSNFTTBHFBOEPõFS5IJTSFRVJSFTBEBUBCBTFPWFSMBZ
    or enhancement procedure and while this is not an easy task, it has the potential to be very
    much worth the effort.

    4. Competitive
    8FBMMDPNQFUFJOBNBSLFUQMBDFUIBU BUUJNFT TFFNTUPIBWFUPPNVDIDPNQFUJUJPO5IFSF
    BSFUXPQSJNBSZGPSNTPGDPNQFUJUJPOGBDFECZBMMNBSLFUFST5IFmSTUJTEJSFDUXIJDIJTEFmOFE
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    UJNFTJUTUIFTFJOEJSFDUPSOFXUFDIOPMPHJFTUIBUBSFUIFUPVHIFTUGPSNTPGDPNQFUJUJPO

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    5IFQSPCMFNJTUPEFUFSNJOFUIJTDPNQFUJUJWFJOGPSNBUJPO:PVSTBMFTQFPQMFEPOPULOPXUIJT
    information on prospective customers so a good telemarketing research program should do
    the trick, as very few public data sources or lists have such information.

    5IFSFBSFPUIFSTFHNFOUBUJPONPEFMTVDIBTimSNPHSBQIJDTw DPNNPOMZLOPXOJOUIFDPO-
    sumer market as psychographics), need based and even econometric models that asses the
    health of a geographic area. Some or all of these may be valuable in your situation but are
    NVDIIBSEFSUPPCUBJOGSPNQVCMJDEBUBTPVSDFTPSMJTUT5IFSFGPSF TUBSUXJUIUIFGPVSCBTJD
    segmentation criteria listed above for best results.

    OFFER
    5IFPõFSJT RVJUFTJNQMZ UIFTQFDJmDSFBTPOPSDBUBMZTUUIBUBOJOEJWJEVBMJTHJWFOUPSFTQPOE*O
    ##JUGSFRVFOUMZJTDPOGVTFEXJUIUIFiPõFSJOHwXIJDIJTUIFBDUVBMQSPEVDUPSTFSWJDF8IJMFUIF
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    world of direct marketing, the offer is usually the second most important element of a success-
    GVMEJSFDUNBSLFUJOHDPNNVOJDBUJPO5IFmSTU PGDPVSTF JTUIFTFMFDUJPOPGUIFSJHIUMJTUCBTFE
    on the preceding segmentation section.

    WWW.INVENIOMARKETING.COM
    WHITEPAPER

    5IFUXPNPTUDPNNPOUZQFTPGPõFSTUPHFOFSBUFJORVJSJFTBSFTPGUBOEIBSEPõFST
    t4PGUPòFST
    5IFTFUZQFTPGPõFSTEPOPUDPNNJUUIFSFTQPOEFSUPBOZUIJOHNPSFUIBOSFDFJWJOHTPNFUIJOH
    of interest or value. Offers such as free software trial, technical report, product comparison
    DIBSU TFMGBVEJUGPSN BOEZFT FWFOBXIJUFQBQFSBSFHSFBUJORVJSZHFOFSBUPST5PFODPVSBHF
    response these soft offers should also contain an end date or “limited time” to the offer, as that
    will spur response.

    t)BSEPòFST
    6OMJLFTPGUPõFST BSFTQPOTFUPBIBSEPõFSDPNNJUTUIFJOEJWJEVBMUPTPNFGPSNPGBDUJPOPS
    contact from the company. Attendance at an off-site seminar, phone call or even visits from the
    TBMFTGPSDFBOE PGDPVSTF BQVSDIBTFBSFBMMGPSNTPGIBSEPõFST*OBMNPTUBMMJOTUBODFT UIFTF
    offers are combined with limited time and, if appropriate, limited quantities.

    5IFDPNCJOBUJPOPGTFHNFOUBUJPOBOEPõFST
    8JUIUIJTCSJFGEFTDSJQUJPOPGGPVSTFHNFOUBUJPOBQQSPBDIFTBOEUXPPõFSTUSBUFHJFTZPVBSF
    OPXSFBEZUPDSFBUFBEJSFDUNBSLFUJOHDPNNVOJDBUJPOUIBUDPNCJOFTCPUI*OPUIFSXPSET GPS
    the targeted segment an offer of high interest and relevancy can be created that will drive the
    inquiries that are truly interested in your product or service.

    5IJTDPNCJOBUJPONVTUCFDIPTFOXJUIBOFZFUPXBSEUIFTUBHFPGUIFCVZJOHQSPDFTT1PUFOUJBM
    buyers that are in the early stages of the buying process will be more responsive to soft offers.
    As they reach the end of their buying process, hard offers should contain more value and
    HFOFSBUFNPSFJNNFEJBUFJOUFSFTU5IFSFGPSF DPOTJEFSPõFSJOHCPUITPGUBOEIBSEPõFSTTPUIBU
    individuals can “self-identify” as to where they are in the buying process.

    II. LEAD QUALIFICATION


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    GVODUJPOTXJUIJOZPVSPSHBOJ[BUJPOBTUPXIBUDPOTUJUVUFTBRVBMJmFEMFBE.PTUMJLFMZZPVXJMM
    HFUmWFEFmOJUJPOT"DUVBMMZUIJTJTBHPPEFYFSDJTF BOE*SFDPNNFOEUIBUZPVEPJU8IFO
    asking this question to individuals, add these parameters for an even richer variety of feedback:

    /FFE
    5IJTNBZCFPCWJPVTCVUXIBUBSFUIFEFTDSJQUPSTPGBMFBEUIBUIBTBSFBMOFFEGPSZPVSQSPEVDU
    PSTFSWJDF*TUIFJSQSPCMFNPSTJUVBUJPOTPQBJOGVMUIBUUIFZOFFEZPVSTPMVUJPOJNNJOFOUMZPS
    BSFUIFZKVTULJDLJOHUIFUJSFT )PXEPZPVEFmOFOFFE

    WWW.INVENIOMARKETING.COM
    WHITEPAPER

    2. Timing
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    SFBEZUPQMBDFBQVSDIBTFPSEFSJOUIFOFYUXFFL0GUFOUIJTJTBHFOFSBMBOTXFS TVDIBT XJUIJO
    UIFOFYUUISFFNPOUITPSXJUIJOBZFBS

    "VUIPSJUZBOEPS3PMFJOUIF#VZJOH1SPDFTT
    8IPJTUIFQFSTPOUIBUMBVODIFEUIFJORVJSZ BOEXIBUSPMFEPUIFZQMBZJOUIFCVZJOHQSPDFTT 
    Be careful on this one as frequently in the early stages of the buying process a person with
    less authority may be performing the investigation. As the buying process goes further, the
    EFDJTJPONBLFSVTVBMMZCFDPNFTNPSFJOWPMWFE5IJTJTQBSUJDVMBSMZUSVFGPSMBSHFSDPNQBOJFT
    XIPIBWFBUFBNPSNBUSJYFOWJSPONFOU

    #VEHFU
    5IFSFBSFUXPJTTVFTJOBTLJOHUIFiCVEHFUwRVFTUJPO'JSTU EPUIFZIBWFUIFSFTPVSDFTUPQBZGPS
    ZPVSQSPEVDUPSTFSWJDF 4PNFUJNFTZPVSJORVJSZHFOFSBUJPOXPSLTUPPXFMMBOEBOVNCFSPG
    TNBMMDPNQBOJFTPSFWFOJOEJWJEVBMTSFTQPOEUIBUNBZPSNBZOPUSFBMJ[FUIFDPTUPSDPNNJUNFOU
    SFRVJSFEUPQVSDIBTF5IFTFDPOEJTTVFJTBCJUNPSFTJUVBUJPOBMBTJONBOZCVZJOHQSPDFTTFT 
    UIFDPNQBOZJTBUUFNQUJOHUPFTUBCMJTIBCVEHFUBOEUIFOPCUBJOBQQSPWBM*WFLOPXOTPNF
    situations that where the budget question was asked too early in the buying cycle, and the
    iEPOUIBWFBCVEHFUwSFTQPOTFUPUIJTRVFTUJPODBVTFEUIFDPNQBOZUPESPQUIFJORVJSZBOE
    lose a potential sale.

    /PXZPVNBZXBOUUPBEEPUIFSDSJUFSJBUPUIJTMJTUGPSMFBERVBMJmDBUJPOCVUUIFTFBSFUIFGPVS
    NPTUDPNNPODSJUFSJB USBEJUJPOBMMZSFGFSSFEUPBT#"/5
    BSFVTFERVBMJGZMFBET"OVNFSJD
    scoring system should be developed to rank the leads.

    How to qualify an inquiry


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    JOEJWJEVBMXIPIBTJORVJSFE'BSUPPGSFRVFOUMZ UIJTOFFEGPSEJBMPHVFXBTUIFESJWJOHSFBTPO
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    DPOWFSTBUJPODBORVJDLMZTPSUPVUUIFCFTUMFBETGSPNUIFVORVBMJmFEJORVJSJFT

    "XPSEBCPVUUIFVTFPGUIF*OUFSOFUJOMFBERVBMJmDBUJPO*UDBOCFVTFEWFSZFõFDUJWFMZJGUIF
    JOEJWJEVBMIBTHJWFOQFSNJTTJPOUPDPOUJOVFUIFDPOUBDUCZFNBJM*UJTWFSZUFNQUJOHUPVTFUIF

    WWW.INVENIOMARKETING.COM
    WHITEPAPER

    *OUFSOFUBTJUJTDIFBQDPNQBSFEUPPUIFSNFEJB#VU UIFDPTUPGUIFNFEJBTIPVMEOPUCFUIF
    EFUFSNJOJOHGBDUPS5IFWBMVFPGUIFTBMFBOEUIFOFFEGPSJOGPSNBUJPOTIPVMEESJWFUIFGPMMPXVQ
    NFEJBDIPJDF5IFPUIFSEJNFOTJPOPGFSFTQPOTFJTUIBUUIFBNPVOUPGJOGPSNBUJPOUIBUUIF
    JOEJWJEVBMJTXJMMJOHUPUZQFJTMJNJUFE5IJTQVUTUIF*OUFSOFUBUBEJTBEWBOUBHFUPUIFQIPOF

    III. LEAD DEVELOPMENT


    *GZPVHFOFSBUFBOJORVJSZBUUIFFBSMZTUBHFTPGUIFCVZJOHQSPDFTTBOEUIFCVZFSIBTTFWFSBM
    steps before the purchase, then you may want to consider a lead development process.

    2VJUFTJNQMZ OPUBMMMFBETBSFSFBEZUPCFTPMEPSBSFSFBEZGPSBTBMFTDBMM5IJTTUFQSFRVJSFTB
    database to capture the information on the current status of the lead and the multiple contacts
    required to develop the lead to the proper stage in the buying process for hand-off to sales.

    5IJTJTGSFRVFOUMZDBMMFEQSFTFMMJOH BOEDBODPOTJTUPGBWBSJFUZPGDPNNVOJDBUJPOT)FSFBSF
    some to consider:
    t #SPDIVSFTGPMMPXFECZTQFDJmDUFDIOJDBMJOGPSNBUJPOCBTFEPOUIFRVFTUJPOTBTLFEPS
    information given by the individual.
    t 8IJUFQBQFSTPOTVCKFDUTSFMFWBOUUPUIFQSPEVDUTFSWJDFPSJUTVTBHF
    t *OWJUBUJPOTUPUSBEFTIPXTPSTFNJOBST FJUIFSMJWFPSPOUIFXFC

    t /FXTMFUUFSTPSQSFTTSFMFBTFT
    t 1FSJPEJDQIPOFDBMMTUPDIFDLPOQSPHSFTTPGUIFQVSDIBTJOHQSPDFTT
    t 8FCTJUFTUIBUBSFQFSTPOBMJ[FEBOESFMFWBOU
    t 1FSTPOBMJ[FEDPNNVOJDBUJPO
    t 0UIFST

    All of these contacts are intended to move the buying process forward to the point where a
    sales call is appropriate. By the way, the sales resource might be a telesales group or business
    partner/distributor.

    A key component of a lead development program is the availability of an individual that the
    QSPTQFDUDBODPOUBDUUPBOTXFSRVFTUJPOTPSSFRVFTUUIBUUIFTBMFTSFQNBLFBDBMM*OGBDU UIF
    QSFTFODFPGBOJOTJEFTBMFTPSDPOUBDUQFSTPOJTUIFmSTUBDUJPOBOJOUFSFTUFEMFBEXJMMUBLFBT
    they still may resist a sales call. Also, a fully descriptive web site is mandatory today, particularly
    GPSUFDIOJDBMQSPEVDUT*OBEEJUJPO POMJOFQSPEVDUEFNPT SFDPSEFEXFCJOBSTBOEWJEFPUFTUJ-
    monials are all of interest to site visitors.

    WWW.INVENIOMARKETING.COM
    WHITEPAPER

    Leads that come back


    *GBMFBEEFWFMPQNFOUQSPDFTTJTJOQMBDFJUIBTPOFBEEJUJPOBMNBKPSCFOFmUUPUIFPSHBOJ[BUJPO
    Simply, the sales group can “hand back” a lead that for some reason was not ready for a sales
    DBMM*OBEEJUJPO TBMFTQFPQMFNBZFODPVOUFSPQQPSUVOJUJFTUIBUOFFEEFWFMPQNFOUBOEUIF
    lead development group can handle this potential customer. Otherwise the sales group would
    drop the lead to focus on more important or urgent sales opportunities and customers.

    IV. HAND-OFF
    5IFSFBSFUXPQPJOUTUIBU*XPVMEMJLFUPIJHIMJHIUSFHBSEJOHUIFIBOEPõUPUIFTBMFTHSPVQ
    5IFmSTUJTUIBUUIFOVNCFSPGMFBETGVOOFMFEUPBOZJOEJWJEVBMTBMFTQFSTPOTIPVMEIBWFBinPX
    DPOUSPMwGBDUPSFEJOUPUIFOVNCFS*OFTTFODF JGMFBETBSFTFOUUPBTBMFTQFSTPOJOBXFFL 
    then the chances that they all will be called upon in a timely fashion are small. Salespeople
    VTVBMMZIBWFUPPNVDIUPEP BOEBMTPIBWFQSFTFUTDIFEVMFT*UJTGBSNPSFQSVEFOUUPinPXw
    UIFTFMFBETNPSFFWFOMZUPUIFTBMFTHSPVQ*UNBZFWFOCFBXJTFNPWFUPBTLUIFTBMFTHSPVQ
    PSFWFOFBDIQFSTPOKVTUIPXNBOZMFBETUIFZXJMMGPMMPXVQPOBXFFLMZPSNPOUIMZCBTJT5IJT
    question and the adherence to their desires can help obtain commitment to the lead process.

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    TBMFTQFPQMFJTUIBUiMFBETBSFOPUFWFOXPSUIUIFQBQFSUIFZBSFXSJUUFOVQPOw5IJTBUUJUVEF
    NBZOPUFWFOCFGSPNUIFJSFYQFSJFODFXJUIZPVSMFBETZTUFNCVUXJUIPUIFSDPNQBOJFT
    XIFSFUIFZIBWFXPSLFE5IFSFGPSF JUJTTUSPOHMZSFDPNNFOEFEUIBUTBMFTQFPQMFCFQBSUPGUIF
    QSPDFTTFTUPEFTJHOUIFTZTUFNBOECFFEVDBUFEPOUIFCFOFmUTUPUIFNPGUIFOFXTZTUFN*
    IBWFTFFONBOZOFXBOEIJHIRVBMJUZJORVJSZHFOFSBUJPOBOEMFBERVBMJmDBUJPOTZTUFNTDSBTI
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    commitment from the sales group as you do on developing a high quality lead system.

    V. CONVERSION
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    UPTIBSFUIFDSFEJUXJUIUIFTBMFTHSPVQ#FMJFWFPSOPU*IBWFIFBSENBSLFUJOHQFPQMFTBZUIBU
    they created the sale. Obviously they conveniently ignored the role the sales force played in the
    QSPDFTT5IJTDBOCFUFNQUJOHGPSEJSFDUNBSLFUFSTBTUIFZEPSFDFJWFUIFQPUFOUJBMDVTUPNFS
    responses and also like to measure results. But it is not at all realistic to take credit for the sale.
    *OGBDU TPNFUJNFTUIFSFWFSTFJTUSVFBTUIFTBMFTGPSDFDMBJNTUIFTBMF5IFUZQJDBMQISBTF*WF
    IFBSENBOZUJNFTJTi*XBTDBMMJOHPOUIJTMFBEBMMUIFUJNFw*UTBDPNQBOZSFTVMUBOETIPVMECF
    celebrated and rewarded accordingly.

    WWW.INVENIOMARKETING.COM
    WHITEPAPER

    Secondly, while measurements are important all along the way to the sale (e.g. percent
    response, cost of inquiry, lead, etc.) it is now critical to tie the sales result back to the entire
    DBNQBJHO)FSFTXIZ"UUJNFTBNBSLFUJOHDBNQBJHONBZHFOFSBUFPOMZBGFXMFBETBOECF
    judged to be poor. On the other hand if these leads produce a high sales dollar and margin
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    QBJHOQBSUJDVMBSMZJGUIFSFJTBMPOHTBMFTDZDMF5IJTEFNBOETBDMPTFEMPPQGFFECBDLTZTUFNBOE
    that can be a daunting challenge.

    SUMMARY:
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    5IJTNBSLFUJOHQSPDFTTIBTUIFTJOHMFCJHHFTUQBZCBDLGPSBEPMMBSTQFOU

    About the Author


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    JODMVEFTFYQFSJFODFPOCPUIUIFTBMFTBOENBSLFUJOHTJEF0OUIFTBMFTTJEF +PIOXBTBmFME
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    4S71PG##BU3BQQ$PMMJOT8PSMEXJEF)FTQFBLTJOUFSOBUJPOBMMZBOEJTFWFOHJWJOHUXPEBZ
    TFNJOBSTJO$IJOBUXJDFBZFBS)JTCPPL QVCMJTIFECZ.D(SBX)JMM JTUJUMFEi5IF'VOEBNFOUBMTPG
    #VTJOFTTUP#VTJOFTT4BMFT.BSLFUJOHw)FDBOCFSFBDIFECZDBMMJOHPSCZFNBJMBU
    john.coe@b2bmarketing.com

    About Invenio Marketing Solutions


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    4VJUF www.inveniomarketing.com

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