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6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

Tweet I’m writing this post while attending the ExactTarget Connections 2014 event. I’ve learned a lot from listening to the sessions and speakers here. As I listened to attendees and speakers, I frequently heard the same keywords, such as: Personalization. Segmentation. Customer focus. Connection. Authenticity. But something I wanted to hear more about was relevance. If not, ask them.

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

Tweet Lead generation can take you on a long hike. The one thing I can guarantee you about the journey is that more is not better if you don’t know how to nurture. The The goal of lead nurturing is to help progress leads from initial interest toward purchase intent. It’s about progression. Get out your walking shoes, and take a journey with your customers. What is a customer journey map?

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

Tweet Ask most executives and marketers what salespeople need to sell in this economy, and they will say one thing: more leads. That’s why many marketing and lead generation programs tend to focus on quantity. Unfortunately, as little as 5 to 15%  of all marketing inquiries (aka leads) turn out to be truly sales-ready opportunities. challenge. Create a marketing funnel . You might also like.

31 Tips for Improving Sales and Marketing Lead Generation Alignment

B2B Lead Generation Blog

Tweet More often than not, there seems to be a disconnect between Marketing and Sales. Not having these two teams aligned can be a vital — and costly — mistake. How does your sales team perceive the leads Marketing produces? Be honest. They love them — couldn’t be happier! They complain about lead quality. They complain about lead volume. The say leads, what leads? Marketing gives us leads?

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Lead Nurturing: What it is, and what it is not

B2B Lead Generation Blog

Tweet Building on my post last week , I was reminded of a conversation I had with a marketer who was meeting with her new boss to explain the need for a new lead nurturing strategy. The problem was that her boss felt their current integrated marketing campaigns qualified as lead nurturing. Starting to get my point? Pretty, well-designed fluff is not going to “feed” your prospects.

Lead Nurturing in 6 Simple Steps

B2B Lead Generation Blog

Tweet What’s the quickest, cheapest way to implement lead nurturing? I get that question frequently when I talk to marketers about lead nurturing. Lead nurturing is pretty easy to understand, but hard to execute when you have little time or budget. thought I’d share my barest-bones lead nurturing strategy. I’ll do my best to resist the urge to elaborate. In fact, they have been. Step #1. Step #2.

Lead Generation via Influencers and Experts in 4 Steps

B2B Lead Generation Blog

Tweet Proactively building relationships with influencers and industry experts and is a powerful way to generate leads and positive word of mouth (WOM). Most of us know this as influencer marketing , aka influence development. Influence development is a practice of building relationships with key individuals who have influence over your buyers’ decisions. Remember, less is more. Why does this work?

Best B2B Lead Posts in 2014: Lead generation, lead nurturing and content marketing

B2B Lead Generation Blog

Tweet The holiday season is always a time of reflection for what we have and what we have accomplished over the past year. However, it is also a time to reflect on all we have learned that can help us improve the blank slate that is 2015. Read on to find out what B2B Lead Roundtable Blog posts were shared the most as well as the three topics B2B marketers valued most in 2014. The difference?

How to Put the Customer First in Lead Generation

B2B Lead Generation Blog

Tweet Putting customers first in lead generation. As marketers, we have more ways to observe our customers behavior and can leverage tools like marketing automation, Web analytics and CRM systems to help us manage all this complexity. That missing piece is customer empathy. Unfortunately, empathy is often ignored or lost when we start to become overly clever and complex with lead generation.

Lead Nurturing: Unique tracks and impactful tests

B2B Lead Generation Blog

Tweet I was recently interviewed by Marketo for their Definitive Guide to Lead Nurturing eBook, and I wanted to share some ideas that didn’t find their way into the guide as well as some additional thoughts on lead nurturing with you. Think relevance. This is the essence of lead nurturing. Without relevance, lead nurturing becomes just another marketing campaign. Sowing + Nurturing = Reaping.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

15 Tips to Generate More Leads in 2015 (Part 1, featuring tips 1-5)

B2B Lead Generation Blog

Tweet It’s a new year, and you’re likely kicking off marketing and lead generation programs to drive more new leads for 2015. Most new leads go nowhere. Often, it’s because Sales and Marketing have not agreed on a true lead definition and have not created a joint process for finding who’s ready to buy and building relationships with those who aren’t. Here’s how. Authority is in the buying process.

Introduction to Lead Management

B2B Lead Generation Blog

Tweet If Sales and Marketing were a manufacturing operation starting with raw materials — leads — and ending up with 5% to 20% in deliverable product — won sales — it would soon be shut down to determine what is wrong. However, companies continue to spend untold dollars on lead generation efforts ultimately doomed to fail. Lack of lead management impacts lead conversion and ROI. Are they a fit?

The Most Important B2B Marketing Metrics for CEOs

B2B Lead Generation Blog

Tweet CEOs expect their marketing leaders to provide metrics and be accountable in meeting their numbers, just like their expectations for sales leaders. Oftentimes, CEOs’ marketing leaders only have various activity KPIs and some squishy metrics, such as brand recognition. At the same time, most CEOs agree that they aren’t receiving enough activity from Marketing into the sales funnel.

Email Marketing: 3 lead nurture paths you should automate

B2B Lead Generation Blog

Tweet Marketing automation can help you manage lead nurturing efforts in a complex marketplace. So where do you even begin in terms of an automation strategy? Path #1. Separate users from prospects. When you boil down behavior automation, using prospect actions as triggers for email sends ultimately creates a list within a list as you separate product users from potential prospects. Keith asked.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Inbound Marketing: How a B2B company used a content marketing strategy to improve customer experience

B2B Lead Generation Blog

Tweet Inbound marketing is typically a term reserved for B2C companies striving to draw customers in with flashy social media campaigns, witty tweets and beautiful infographics. Starting off, attracting the right people and the speaking to the right audience is essential in a B2B inbound marketing campaign. Who are we speaking to? What message are we trying to convey? What do we want them to do?

Building Your Strategic Lead Generation Portfolio

B2B Lead Generation Blog

Tweet To be successful at lead generation, marketers can’t rely on one specific tactic. Rather, they must leverage a portfolio of channels. The best marketers approach their work like a portfolio manager would run a mutual fund. Portfolio managers are constantly thinking about, and testing, the optimal investment strategy. hope you find it helpful. Which are our competitors using?

Lead Nurturing: Why good call scripts are built on storytelling

B2B Lead Generation Blog

Tweet In teleprospecting, it’s not just about what you “ask” prospects; it’s about when you ask them. This is where a lot of teleprospecting gets it wrong. Intuitively, fast, upfront and to the point seems like a sound approach and I’m a big fan of brevity. But, I also believe in timing and sequence, as both can make or break conversion. The company identifier. The “ask”. You may also like.

Where’s the Passion in B2B Marketing?

B2B Lead Generation Blog

Tweet I’m writing this post at Dreamforce 2014. It’s been an amazing experience, and I’ve loved meeting leaders in sales and marketing from all over the world and being part of this community. In one of the keynote sessions with Tony Robbins, Tony talked about the power of engagement, citing a Gallop poll that showed 13% of employees worldwide are engaged at work. What drives us?

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Read this report to learn how B2B marketing professionals are developing strategies and programs to engage buyers in shaping opinion and sentiment about offerings. And learn how advocate marketing builds longstanding relationships that persist even when individuals move from one career opportunity to the next.

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

Tweet I was asked by a reader to provide some examples of what lead nurturing touches may look like. Lead nurturing is something that’s fairly easy to understand, but for many, it’s become a frustrating thing consistently execute for two reasons: Lack of content. No plan for consistency. I’ve found that many marketers get stuck on not having enough good and effective lead nurturing content. My advice is to start accumulating and building your lead nurturing library now. How do you build your library of relevant lead nurturing content ? What can you send via email? How can you leverage events?

15 Tips to Generate More Leads in 2015 (Part 3, featuring tips 11-15)

B2B Lead Generation Blog

Tweet To kick off the new year I’m sharing 15 ideas on improving your lead management. have so much to share that I’ve split this post into three parts (you can read Part 1, with tips 1-5, here and Part 2, with tips 6-10, here ), and today will be the final Part 3, with tips 11-15. And these 15 tips (across all three blog posts) will help make your lead management more effective. Bonus material:  .

5 Ways to Deal with Change for Successful Marketing

B2B Lead Generation Blog

Tweet As marketers, we deal with a lot of change. The B2B marketing world is exploding with touch points, channels and marketing technology, just to name a few blasts of change. We need to navigate toward creating more content, generating more leads and achieving more results. Even Even our customer buying process has changed. But how do we do it? Remember that attitude is everything.

Lead Nurturing: How a social business strategy can help you move from selling to helping your prospects

B2B Lead Generation Blog

Tweet At MarketingSherpa Lead Gen Summit 2013 , I had the privilege of sitting in on a session with Todd Wilms, Head of Social Strategy, and Adriel Sanchez, VP, Demand Generation, both of SAP , as they discussed how they use a business model called “social business” to help their teams across the globe engage local audiences. So, what is social business exactly? From strategy to practice. Tip #1.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Lead Generation: How to speak the language of your prospects

B2B Lead Generation Blog

Tweet At Lead Gen Summit 2013, Keith Lincoln, Vice President, SmartBear Software, discussed the importance of speaking the language of your customers, and, more importantly, when to say nothing at all. “If you’re ever tired of hearing from us,” the email read, “you can opt out.”. Curious eyes met the screen at those words. How did Keith make the decision to abandon best practices with his campaign?

How the Halo Effect Drives Lead Generation

B2B Lead Generation Blog

Tweet Building upon my post from last week , I was reminded of an important lesson I learned on influence that’s served me my whole life. ” He didn’t know it the time, but he explained how the halo effect  works. In this post I’m going to explain how it applies to lead generation. They built alliances with nuts-and-bolts professors in America’s heartland. You might also like.

Optimizing Lead Distribution for Higher Conversion

B2B Lead Generation Blog

Tweet The management of sales leads is critical to generating marketing ROI. Sadly, Sadly, sales leads often land on the scrap heap because marketers throw leads over the wall and then expect salespeople to catch them. I was recently asked by someone how to utilize lead distribution to gain the best results. That’s a complex question when you think about it. Almost every company that has salespeople has those who are strong performers and those who are weaker performers. But when you add sales territories and fairness into the mix, this is far from easy. Leverage this.

Social Media Marketing: Dell reveals how it turns thousands of brand detractors into fans

B2B Lead Generation Blog

Tweet Five years ago, Dell had little presence on social media. That changed when the computer company realized 4,000 conversations about the brand were happening online every single day and the company was not present. Since then, Dell has invested millions of dollars’ worth of time and resources to join those conversations. You’ll find out what they’re talking about and how they’re saying it.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Lead Generation: Does your teleprospecting deliver value to prospects?

B2B Lead Generation Blog

Tweet Lead generation teleprospecting is the art of acquiring sales-ready leads for a sales staff. When it comes to communicating an organization’s value and credibility, asking the right questions and relieving any anxiety is key to a campaign’s success. Consequently, wouldn’t it make sense to test and optimize this process? Do you deliver value and mitigate anxiety? Results. You may also like.

A/B Testing: How adding a second CTA increased clickthrough 291%

B2B Lead Generation Blog

Tweet How do you serve “ready to buy” customers and “just looking” prospects on the same page? You don’t want to alienate one group while speaking to the other. However, you still need to offer both sets of customers the next step they need no matter their level of interest. VolunteerMatch was selected as the “client” for this year’s Email Summit live test. 24, here at Summit. Before the test.

3 Factors that Connect Value Prop to Prospects

B2B Lead Generation Blog

Tweet There is one question at the heart of lead generation that your marketing efforts should clearly answer. “If I am you ideal prospect, why should I buy from you rather than your competitors?”. To put this into perspective, take a few moments and ask yourself, “Do I clearly and succinctly state the core value proposition of the product or service that I am marketing?”. Factor #1. Objective.

B2B Content Marketing: Find the bigger story

B2B Lead Generation Blog

Tweet “Anybody here think you have nothing to create content around? No exciting stories to tell?” ” Joe Pulizzi, Founder, Content Marketing Institute, has heard this issue from a lot from B2B marketers. Many do not think they have any content that is relevant or exciting enough to share to their audiences. million Facebook page likes (now at 1.8 You might also like.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

Lead Generation: 2 simple tips to determine cost per lead

B2B Lead Generation Blog

Tweet Getting to the heart of lead cost is not easy. There are a multitude of factors to consider. For example, should you factor in nurturing into the costs? Even then, how much? In today’s B2B Lead Roundtable Blog post, I wanted to explore cost per lead by sharing a few tips and insights from the panel of industry experts that spoke on the subject at MarketingSherpa Lead Gen Summit 2013. Tip #1.

B2B Marketing: 3 simple tips for creating PPC ads

B2B Lead Generation Blog

Tweet When it comes to PPC ads, writing copy with limited headline and description character spaces can be tough. Copywriting in a confined space can feel more like an art, especially when you consider crafting social media PPC messaging for a highly targeted audience versus search engines ads, in which a keyword strategy impacts your message. Tip #1. Highlight your value proposition. Tip #2.

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Lead Gen: A proposed replacement for BANT

B2B Lead Generation Blog

Tweet According to the MarketingSherpa   2012 Lead Generation Benchmark Report , 24% of marketers ask a timeline-to-purchase question on their lead capture forms. Q: Please select the most important fields that you need to collect from your leads on the lead generation form. Another 17% ask budget-related questions. It’s time to move BANT methodology into retirement. Think back on that experience.

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Lead Generation: How using science increased teleprospecting sales handoffs 304%

B2B Lead Generation Blog

Tweet I have a confession to make. There’s something I wish I would have known when I wrote my best-seller, Lead Generation for the Complex Sale. It’s this: This is a patented Conversion Heuristic created by MarketingExperiments, a division of MECLABS, that’s typically been used as a systematic framework to analyze a conversion process. Below is an outline of how we made it happen. Simply stated ….

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

Content Marketing: 4 stages to mapping your content strategy

B2B Lead Generation Blog

Tweet Effective content marketing starts with listening to customers to truly understand them, and then identifying the personas of your audience, according to Ninan Chacko, CEO, PR Newswire. But it’s what you do with that gathered information that makes the biggest difference. In his keynote at MarketingSherpa Lead Gen Summit 2013, Ninan explained the five steps to effective content marketing.