2010

B2B Lead Blog

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The More B2B Marketing Changes, the More It Stays the Same

B2B Lead Generation Blog

I’m back from presenting at the Cisco Partner Velocity Conference in Barcelona; the experience was every bit as meaningful and memorable as I thought it would be. You see, I turned 40 there and brought my family along to celebrate. It was a great experience for all of us. Barcelona is a beautiful city. especially noticed this when we went out to dinner (at 10pm which is quite typical in Spain).

The New Marketing World: Conversations not Campaigns

B2B Lead Generation Blog

In just a couple of days, I’ll be in Barcelona speaking at the Cisco Partner Velocity Conference. To say I’m looking forward to this opportunity is an understatement. I’m honored to be asked to share my insights with their channel partners from around the world. And I can’t wait to hear firsthand the challenges and opportunities these marketers are dealing with. The timing of this event couldn’t be better. Marketing is undergoing a remarkable evolution at this moment. The multitude of mediums we can use to speak to our marketplace is revolutionizing how we work.

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Closing the loop: Why don't sales people update the CRM and what can be done about it?

B2B Lead Generation Blog

Companies that adopt a closed-loop process connecting marketing and sales report a higher return on marketing investment (RMOI) than those that don’t. But RMOI just isn’t going to happen if your closed loop is a black hole. And that’s certainly the case at too many organizations judging from the feedback I received at my presentation this week at MarketingSherpa’s B2B Marketing Summit. (If you want more details, Andrew Spoeth with Marketo wrote a good summary of what I had to say over Modern B2B Marketing blog.). Nearly everyone raised their hands and laughter erupted.

Need to Know Where to Go for Marketing and Sales Insight? Come to The Blog Tree

B2B Lead Generation Blog

If you’re a follower of marketing and sales blogs beyond just this one, you’ve probably noticed all kinds of blogs and tweets sprouting up today around The Blog Tree , just released by Eloqua and JESS3. And I think the attention is well deserved. Until The Blog Tree. At a glance, you can see the scope of the best content in the marketing and sales blogosphere and how it all works together.

150 Content Marketing Tips

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

Marketers Deserve Attention Too

B2B Lead Generation Blog

Have you had some great marketing successes this year? Then you’ll want to let my colleagues at MarketingSherpa know. They’re compiling their ninth annual MarketingSherpa 2011 Wisdom Report. It shares the best thoughts, ideas, anecdotes and takeaways from marketers in 2010. In fact, even if you’ve had disappointments, and are willing to share, they’d like to hear from you as well. After all, failure is often the best teacher. Tell us, what are some of the best lessons you learned this year? That effort deserves attention.

5 dials to tune in your lead generation process

B2B Lead Blog

Tweet. It’s important to think of lead generation as a process, rather than an isolated event, or a series of campaigns. process can be continually improved through ongoing testing and refinement and will generate higher quality results more cost effectively (i.e. reduce expense-to-revenue ratio) and improve overall ROI. Dial 2 – “Turn up” lead quality. Dial 5 – “Turn up” closed sales.

Most important B2B Marketing Metrics For CEOs

B2B Lead Blog

Tweet. Today CEOs expect marketers to provide metrics and to be accountable to meeting their numbers just like sales people. They do have a bunch of activity metrics and some squishy metrics like brand recognition. At the same time, most CEOs agree that they aren’t getting enough activity at the top of the sales funnel. Thus their marketers are constantly reminded that more leads are needed…now! When the revenue doesn’t immediately materialize, CEOs will lament, why can’t I see ROI from marketing? This is what CEOs should be asking?

Lead Generation 2.0 Critical Success Factor #9 Effectiveness

B2B Lead Blog

Tweet. recently wrote about the 8 critical success factors for lead generation 2.0. Then #9 came to mind – effectiveness. Simply put, make the most of what you have. Its too easy to fall into the trap of selling everything to everybody, or deluding yourself that the reason for more leads isn’t access to endless resources. Check out the MarketingExperiments Quarterly Research Journal.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Lead Generation via Search: Comparing Quantity and Quality

B2B Lead Blog

Tweet. Have you wondered about where you should put your online lead generation budget into search engine optimization or paid search? ” What do you think? Do these findings match up with your experience with using search for lead generation? Share and Enjoy: Lead Generation Web/Tech

Improve Lead Generation: Top Takeaways from MarketingSherpa's B2B Marketing Summit

B2B Lead Blog

Tweet. If you didn’t get a chance to attend MarketingSherpa’s B2B Summit in San Francisco a last week, you missed an excellent opportunity to gain knowledge you could have used right away for better results. I had a great time. For me, what was most valuable was learning and connecting with fellow attendees and hearing about how they’re driving results for their companies. I’m looking forward to gaining even more insight at the B2B Marketing Summit in Boston, October 25-26. Register here. Lead Generation: Drive better ROI from your marketing campaigns.

B2B Marketing: Do you know how much your CEO really invests in demand generation?

B2B Lead Blog

Tweet. If it’s almost unheard of for your sales team to make a cold call thanks to a sales pipeline bursting with steaming-hot leads generated by your marketing department, skip this post. If it isn’t, I strongly encourage you to read the following article, which initially appeared on the MarketingExperiments Blog. For most of us, the phrase “demand generation” conjures up things like campaigns, social media, trade shows, and the corporate website. But what about sales prospecting? Surprised? You shouldn’t be. But, really, what’s the difference? They network. They get referrals.

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B2B Marketing: Playbook for sales and marketing alignment

B2B Lead Blog

Tweet. Be honest. How does Sales perceive the leads Marketing produces? 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? If you chose answer number #1, the first thing I would say is, “Well done.” The second thing I would say is, “When is the last time you’ve talked with your sales team?”. The lack of synergy between Sales and Marketing on lead generation is so common as to risk cliché. You’ll learn from you peers during this session.

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Study: How Much of Your Content Marketing Is Effective?

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

How to Generate Leads Using Search and Social Media

B2B Lead Blog

Tweet. Join me for a complimentary live webinar with MarketingSherpa’s Todd Lebo and Jen Doyle on “How to Generate Leads Using Search and Social Media”. Here’s a chart of how Marketers are currently using Social Media. We’re hearing the words “inbound marketing” more and more these days. The idea is simple – your sales team’s pipeline magically fills as prospects seek your company out. Of course, it’s easier said than done. Top 5 practices for integrating search and social for lead generation. How to optimize for search innovations.

B2B Marketing: What are your biggest challenges and opportunities in the year ahead?

B2B Lead Blog

Tweet. B2B marketers have been hit hard in recent years and have faced enormous challenges. One of the greatest challenges marketers continue to face is converting leads to pipeline revenue which could actually be the result of a bigger problem — marketers not generating high-quality leads in the first place. This week, MarketingSherpa launched their 2011 B2B Marketing Benchmark Survey and they’re looking for B2B Marketers to provide their data and insights via this short survey. Take MarketingSherpa’s 2011 B2B Marketing Benchmark Survey here.

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Marketing Leader’s Perspective: No cogs allowed in social media and content marketing

B2B Lead Blog

Tweet. If you lead a team of marketers, you likely have a creative bunch. People who, ideally, have a lot of passion about what they do – the key ingredient for successful social media and content marketing. But that natural passion can easily get buried under layers of indiscernible corporate fiat. So how do you help your team break free of the stultifying grind that makes the average enterprise run? And, well, inspiring passion in a sales and marketing team is one of my passions. Daniel Burstein: “Passion” and “heart.” How do you instill passion in a company, in a marketing department?

BtoB 2010 Lead Generation Guide just published

B2B Lead Blog

Tweet. BtoB Magazine just published their 2010 Lead Generation Guide. The guide contains information about trends, expert columns, market statistics and vendor lists. Here’s a few of the articles that I found relevant in the guide: Social media tips for demand generation. Maximizing online content to fuel conversations, conversions. Creating e-mails that generate leads. Finding new ways to maximize your list. Telemarketing can still ring up sales. tips on using e-mail to drive webinar attendance. Reach customers throughout sales cycle and beyond. Data and Charts.

Definitive Guide to Planning a New Content Initiative

Are you kicking off new content initiatives this year? This comprehensive ebook from DivvyHQ asks the 10 most vital questions that should be answered (before you start executing anything) to ensure the success of each new content initiative.

Thoughts on how the human touch impacts marketing performance

B2B Lead Blog

Tweet. Improving marketing performance is not just about implementing the right technology (i.e. marketing automation, lead scoring, nurturing etc.); it’s also about creating a strategic process to involve people in the process of lead nurturing and qualification. You may have the best content in the world, but there are just some things that must be discovered through a human, two-way conversation. In the interview I answer the following questions from Chris: How can strategic phone outreach impact lead scoring?

5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love

B2B Lead Blog

Tweet. In a recent post I talked about the most important B2B marketing metrics to CEO’s or what I believe CEO’s should be measuring. All too often Marketing is measuring one thing while the CEO’s are asking a question those measurements don’t answer. The biggest challenge for marketers is the quality vs. quantity tug-of-war. think most realize quality leads are what sales wants (and the ones that will close) but the quantity of leads always seems to be top of mind with CEO’s which force marketers switch focus and bring in lots of leads instead of quality leads. What happens next?

LinkedIn B2B Lead Generation Roundtable Group Turns One

B2B Lead Blog

Tweet. Last year, I launched the B2B Lead Gen Roundtable Group on LinkedIn. It started with a simple goal: to create a group to discuss and share ideas that focus on the many aspects of B2B lead generation such as lead nurturing, lead management, teleprospecting, social media and more. We didn’t start the group to become the biggest; we just wanted it to be the best. Amazingly, in less than a year, the group has grown to over 5,062 members with hundreds of discussions and thousands of helpful comments. Join the B2B Lead Gen Roundtable on LinkedIn. Share and Enjoy: Lead Generation Social Media

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8 Critical Success Factors for Lead Generation 2.0

B2B Lead Blog

Tweet. The single biggest issue for B2B marketers is effective lead generation. wrote an eight part series on building an effective lead generation program a while back. To help readers who missed the series, I pulled all the posts together in order. Ebook: Start With a Lead: Eight CRITICAL Success Factors for Lead Generation. View more presentations from Brian Carroll. Can you think of other critical success factors I’m missing?

5 New B2B Sales and Marketing Strategies

The traditional B2B sales and marketing model is typically depicted in the shape of a funnel; flow starts with marketing and then transitions to sales. Pretty standard, right? The model has now shifted to focus on the customer and their buyer journey.

Online Lead Generation: How to optimize forms to convert “window shoppers” into leads webinar by Flint McGlaughlin

B2B Lead Blog

Tweet. As I’ve written before , when dealing with the complex sale, most people aren’t coming to your website to buy; they’re coming to your site for information. And people are hesitant about giving up too much info on forms before you’ve earned their trust. Have you thought about your web forms? How much information are you asking for before you’ve earned their trust? I’ve invited Dr. Flint McGlaughlin, Director of MECLABS Group (parent company of MarketingExperiments , InTouch and MarketingSherpa ), to show us how to optimize our web forms to increase conversion of that traffic.

8 Lead Nurturing Thoughts to Share

B2B Lead Blog

Tweet. Here’s few thoughts that I’ve had on lead nurturing that I’d like to share and get your input on: Lead nurturing supports the conversation of the customer before, during and after their buying process. Sowing + Nurturing = Reaping. As you sow, so shall you reap. relationship properly sown, tended to, and helped along should reap a long and bountiful harvest. Lead Nurturing is about building relationships through relevant conversations, not campaigns. If your sales team is following up on nurtured leads, give them relevant/related talking points to use. Be consistent.

LinkedIn for lead generation – Are You the Missing Link?

B2B Lead Blog

Tweet. It takes time and commitment, but LinkedIn has become ideal venue to nurture relationships and generate new leads, especially for sales people involved in a complex sale. On that topic, I wrote an guest article for MarketingProfs, titled “ 10 Tips for Using LinkedIn to Generate Leads.” ” MarketingProfs decided to make it a “premium article” so it’s available only to paid subscribers. You can read some of the ideas I shared in this summary article published by MarketingProfs. Join LinkedIn groups where your clients/customers gather and participate.

The Best 20 CRM Blogs of 2009

B2B Lead Blog

Tweet. Forecasting Clouds ranked the top 20 CRM blogs based on their content, readability and frequency of posting. As I read over the list of blogs, I discovered some new ones worth reading along with a number of others I already follow like John Jantsch, Duct Tape Marketing Blog ; Ben McConnell and Jackie Huba who write the Church of the Customer ; and David Raab, Customer Experience Matrix. I was honored to be included on their list too and be included in such great company. Here’s a partial list of the 20 CRM blogs on their list: PGreenblog and CRM: The Conversation – Paul Greenberg.

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.

Targeting for better Lead Generation results and ROI

B2B Lead Blog

Tweet. Effective lead generation really depends on how much you know about your target audience and how well you use that information to tailor a relevant messages and conversations. thought this post by Carolyn Goodman for Target Marketing Magazine was a good reminder of how we can improve our lead-gen results by being more targeted with our messages. know this is a basic idea and many of you do this this already but knowing something and actually doing it are two different things. This article prompted me to make really make sure I’m doing this consistently. Gather Sales Support Assets.

Lead re-engagement is lead nurturing to rejuvenate old leads

B2B Lead Blog

Tweet. The January sales push well on it’s way and most B2B marketers I know are looking more ways to generate leads faster. But here’s a question to ponder… Do you have a process have a process for handing leads (from sales) back to marketing when they are not sales ready? If not, I recommend you consider at re-engaging the leads you already have in your database and pay special attention to the leads your sales team didn’t convert last year. I’d like to share what we learned from a lead re-engagement test we just completed for a large communications company.

Are Marketers Measuring Their Success or Someone Else’s?

B2B Lead Blog

Tweet. Everyone’s getting squeezed for ROI. This is nothing new but the pressure is even higher for marketers who are looking at proving their revenue contribution. We’ve all heard the stories about the accolade-winning marketing campaigns that didn’t move the sales needle. CEOs want far more than just awards and pretty brochures. They want proven results. They’re demanding marketers demonstrate – beyond a shadow of a doubt – that they’re driving revenue. But should they? He challenges marketers to be painfully honest: do they really deserve the credit they’re taking?

Webinar: Beyond Lead Generation – Helping Sales Drive Revenue with Jeff Thull

B2B Lead Blog

Tweet. The purpose of B2B marketing and lead generation is to help the sales team sell; however marketers can often get so wrapped up in driving campaign activity they seem to forget it’s about driving sales conversion and helping the sales team achieve better results. Receive executive sponsorship and privileged access to the organization. Win more predictable and profitable sales.

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.

Learn the New Rules for Selling to Crazy-Busy Prospects

B2B Lead Blog

Tweet. For those of us in marketing and sales, our jobs are even tougher thanks to the busy lives of the decision makers we’re trying to reach. Overwhelmed, impossible deadlines, crazy busy – these are just some of the words today’s decision makers are using to describe their lives at work – and probably outside of work as well. The biggest hurdle we need to overcome is cutting through the clutter to show the decision makers information that is relevant and that will help them make their lives easier.