B2B (B2B) marketing professionals are facing challenges that include generating good leads, long sales cycles, fewer marketing budgets to invest and remaining in contact to their customers and sales force, as well as with dealers, resellers and distributors. However, top companies are taking the right steps to reposition their marketing strategies and strategies. They are rejecting defense by creating the foundation for future business and preparing to make the most of the growth when it happens. To take advantage of the increase requires engaging and attracting prospects so that you can determine the most successful ones and then convert these leads into sales. It also requires nurturing leads who may not be ready to purchase right now, but could be in the market for buying later. Successful B2B marketers strategically nurture leads by integrating e-mail as well as CRM (CRM) as well as social media. As we explore where B2B marketing is headed it's helpful to think about it as a matter of outbound communication as well as inbound communication. Outbound communication is referred to as interrupt marketing. This can include telemarketing, direct mail, e-mail blasts as well as hubspot partner broadcast, print, and television ads. Inbound communications are referred to by the name permission marketing. Permission marketing includes marketing and search engine optimization (SEO/SEM) and personal e-mails, as well for interactive communications, such as blogging social media, blogging and other trial and free tools. Permission marketing allows B2B clients to get information they actually require and want. They are usually looking for insights and thought leadership. They'd like the ability to obtain whitepapers and other documents, view informative videos, look up reports, try the product's demo, and participate in Webinars that are educational. Permission marketing is usually the most effective of the two, as the customers are more open to the message and information that's being delivered. The more effectively you can tailor your message Inbound marketing to specific audiences that are most likely purchase your product or service the more effective your marketing campaign will be. Separating your target audience into groups according to key factors such as revenue, industry as well as the number of employees where they live and their preferences in purchasing allow you to reach the most relevant persons at exactly the right time with the right message. B2B marketers who wish to go the next step increasing their use of lead scoring in their pursuit of a higher return on investment. Lead scoring assigns certain value to specific attributes to identify which potential customers would be the most inclined to buy. But B2B marketing is more than just communicating with customers. It involves communicating with resellers, dealers and distributors as well as your sales team. They all have an enormous impact in bringing buyers onto the table. They require up-to-date, accurate, and persuasive information to perform their job effectively. How can you accomplish an effective B2B marketing strategy that lets you reach the most relevant people with the correct information in the right method? The way to B2B marketing achieve it is by investing in improving lead nurturing and lead quality. This means better conditioning of leads prior to their reaching your sales force and creating better alignment with sales. And it means using ROI analysis to guide your marketing investment to ensure that you allocate your funds to activities which will yield the most results. Eric Dudley is founder and president of WebsiteBiz. He and his team have built WebsiteBiz into one of the premier Interactive marketing firms specializing in Internet marketing strategies and social media marketing. email marketing that is permission-based and search engine optimization. paid search marketing, display advertisements Optimization and testing and Web analytics.