Slow economies or recessions are particularly troubling for BtoB marketers. A common knee-jerk reaction is for companies to cut what is not perceived to add value—budgets, programs and even people may be sacrificed. At the same time, there is greater pressure on marketers to drive immediate sales engagements. However, traditional lead-generation activities may not move the needle fast enough because of the natural length of sales and buying cycles. This paper lays out specific steps you can take for better results:

• Focus on leads with immediate potential
• Tap into an often underappreciated resource, your own database of leads and customers
• Collect and analyze the data that matters

Why View It?
If you're under the gun to demonstrate the value of your marketing programs, this white paper will outline three steps towards greater efficiency and measurability.