Speak bottom-line language to get the CEO's support

02/24/2012 | B2B Lead Generation Blog

Knowing business-to-business marketing best practices isn't useful if you haven't sold the executive suite on those principles, writes Brian Carroll. Convince the CEO that your lead-generation and content-marketing program will improve the bottom line by focusing less on prospecting and more on closing sales. Use case studies of competitors and develop a pilot program that will demonstrate your theories.

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