Marissa Homere

Tag: business

  • The Lead Scoring Theater That’s Wasting Everyone’s Time

    The Lead Scoring Theater That’s Wasting Everyone’s Time

    Your lead scoring model is performing elaborate theater while real buying signals slip through the cracks. The Lead Scoring Pain Points That Keep You Awake: Pain Point #1: The Perfect Score Paradox Your highest-scoring leads consistently underperform: Pain Point #2: The False Urgency Epidemic Your scoring creates artificial urgency that annoys real prospects: Pain Point…

  • The Lead Scoring Breakdown That’s Destroying Sales Trust

    The Lead Scoring Breakdown That’s Destroying Sales Trust

    Nothing kills marketing credibility faster than consistently delivering “hot leads” that sales can’t convert. The Lead Scoring Reality Check: Pain Point #1: The Activity Addiction Your scoring model rewards noise, not signal: Pain Point #2: The Timing Disaster Your “hot” leads peaked weeks ago and you missed it: Pain Point #3: The Context Blindness Scoring…

  • Your Lead Scoring is Creating Terrible Sales Handoffs (Here’s the Fix)

    Your Lead Scoring is Creating Terrible Sales Handoffs (Here’s the Fix)

    When sales consistently rates your “hot” leads as garbage, the problem isn’t with sales. The Mistake: Building lead scoring models based on marketing activity rather than actual buying signals and sales feedback. Why It Happens: The Real Cost: The Fix – 5-Step Recalibration: Ask your sales team this week: “What makes you excited to call…

  • Is Your ‘Ideal Customer’ Actually Killing Your Conversions?

    Is Your ‘Ideal Customer’ Actually Killing Your Conversions?

    Your personas sound perfect on paper. That’s exactly the problem. The Brutal Reality Check: Pain Point #1: The Conference Room Creation Syndrome Your personas were born in a conference room, not from customer conversations. You know this happened if: Pain Point #2: The Job Title Trap You’re targeting titles, not people with actual influence. Warning…

  • Why Your ‘Perfect’ Buyer Personas Are Sabotaging Your Pipeline

    Why Your ‘Perfect’ Buyer Personas Are Sabotaging Your Pipeline

    Most B2B marketers are targeting people who don’t exist. The Mistake: Creating buyer personas based on assumptions, internal brainstorming sessions, or outdated demographic data instead of actual customer research and behavioral insights. Why It Happens: The Real Cost: The Fix – 3 Steps: Stop guessing who your buyers are. Start with these three customer interviews…

  • Your Email Automation Is Bleeding Money (And Your CEO Doesn’t Know It Yet)

    Your Email Automation Is Bleeding Money (And Your CEO Doesn’t Know It Yet)

    Every marketing director I know has the same dirty secret: their email automation is broken, and they’re too embarrassed to admit it. You built those sequences months ago with the best intentions. Welcome series, abandoned cart flows, post-purchase upsells. But here’s what’s actually happening: your automation is sending generic messages to the wrong people at…

  • Why 73% of Marketing Directors Can’t Explain Their ROI (And the Scrappy Framework That Fixes It)

    Why 73% of Marketing Directors Can’t Explain Their ROI (And the Scrappy Framework That Fixes It)

    The $2.4M Question That Stumped a Marketing Director Picture this: You’re in the quarterly board meeting. The CFO leans forward and asks the question every marketing director dreads: “Can you show me exactly which marketing activities drove our $2.4M in revenue this quarter?” You pull up your dashboard—beautiful charts, colorful graphs, impressive-looking metrics. But as…

  • The Death of B2B Sales (And Why 75% of Buyers Now Hate Talking to Salespeople)

    The Death of B2B Sales (And Why 75% of Buyers Now Hate Talking to Salespeople)

    Here’s the most important shift happening in B2B marketing right now: your buyers don’t want to talk to your sales team. They don’t want demos. They don’t want discovery calls. They don’t want to sit through presentations about features they already researched online. 75% of B2B buyers now complete most of their purchase research before…

  • You’re Losing Customers Because You Think Retention is Sales’ Job (It’s Not)

    You’re Losing Customers Because You Think Retention is Sales’ Job (It’s Not)

    Here’s a reality check that’s going to hurt: your customer churn isn’t a product problem, a pricing problem, or a competitive problem. It’s a marketing problem. While you’re obsessing over lead generation and new customer acquisition, your existing customers are quietly evaluating alternatives, questioning their renewal decisions, and preparing to churn. B2B industries typically see…