2008

B2B Lead Generation Blog

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Can a social media strategy boost your lead generation efforts?

B2B Lead Generation Blog

came across a blog this weekend that reinforced my thoughts. This post, written by Christian Fea , CEO of Synertegic, Inc., started off with a this statistic that he found on compete.com: Twitter had around 3 million people visiting the site in 2008, and it grew 640% between November 2007 and November 2008. Ok, so how do we harness all of social media’s potential and use it to build a lead generation system? Well, I’ve started to use my Twitter account a lot more, and I’ve found some productive uses for the application: Sent mini survey question and got answers quickly. Offer actionable advice.

Should lead generation ignore current customers?

B2B Lead Generation Blog

”We know more about our prospects (leads) than we know about our current customers” was a shocking statement I heard from a client and it stuck with me. In fact, it's the impetus for this post. When you have a complex sale, it can be easy to think of lead generation as only a process for acquiring new customers rather than a process that can also be applied to generating new or more business from current customers. while back I was in a meeting with a marketing leader of a Global 100 software firm. He shared a story about their new CEO at the time. So, do you have a Customer First Plan

Share your marketing 'wisdom' with Sherpa readers worldwide

B2B Lead Generation Blog

I wanted to be sure to let you know that MarketingSherpa is gathering content for its seventh annual “wisdom report.” It’s a great opportunity for you to share your top 2008 story – and get back lessons learned from colleagues worldwide. Marketing Wisdom from the Field Report” will be published in January and distributed free to all MarketingSherpa readers. Here are a few suggestions for ‘wisdom’ stories: -Test campaign that worked better (or worse) than anticipated. Deadline for quotes for the ‘wisdom report’ is December 31. Here’s the link: [link

Email vs. Phone vs. In-Person Meeting? Four Viewpoints

B2B Lead Generation Blog

To what extent can emails be used in place of phone calls and face-to-face meetings when maintaining and developing relationships with clients and other important network contacts? Four bloggers have all agreed to post their answers to the email question simultaneously, each offering a different perspective, with all responses linked. They are: Ford Harding , student of selling professional services. Tom Kane , specialist on marketing and selling legal services. Mark Buckshon , prodigious blogger and specialist on marketing and selling design and construction services. Yours Truly.

150 Content Marketing Tips

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

How to Select and Optimize Outsourced Teleprospecting Redux

B2B Lead Generation Blog

If you're too busy to listen to my podcast or simply prefer to reading over listening, Sridhar Ramanathan, whom I interviewed on how to select and optimize outsourced teleprospecting partnerships, posted his the talking points on his blog. Pacifica Group: Part II: How to Select and Optimize Outsourced Teleprospecting

Podcast: A new role for sales as expert content filters

B2B Lead Generation Blog

I just had a great interview with Robin Carey, co-founder of the Customer Collective. Salespeople have become the second choice for information among buyers who'd rather just go to the Internet. This trend actually creates an opportunity for those who think and act like trusted advisors. You can listen here. In the interview, I share how I got my start and how the Internet has shifted control away from marketers and salespeople. also describe how today's sales people can add value to the buying process by becoming expert content filters for prospects. What's The Customer Collective ?

Fear not! Think like a savvy investor with lead generation

B2B Lead Generation Blog

This morning I was talking to a marketing leader about his 2008 strategy and he brought up some concerns he had about the economy and its potential impact on him and others. Can you blame him? In years past, marketing has been favorite target for cuts by CFOs and CEOs as they look to conserve cash and reinforce their balance sheets for tough times. I'm less concerned about budget cuts and more interested in opportunities for him and other B2B marketers who choose to bring focus to their marketing efforts. seldom find sales quotas are lowered to fit the news headlines.

BtoB 28

Podcast: How to Optimize Teleprospecting Vendors

B2B Lead Generation Blog

More companies than ever are using third party providers for teleprospecting and lead management operations, however there is little information on how to select, engage, and measure these vendors who will add that essential human touch. Sridhar is an industry thought leader in marketing and former HP executive that grew HP's Managed Services unit to $1B in revenue. Co-sourcing or Outsourcing?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

How to use social media for lead generation

B2B Lead Generation Blog

I’ve been blogging for over five years. When I started, there wasn’t a business case on the ROI of blogging, nor was there a lot written on B2B lead generation. started blogging because I wanted to share with everyone what I thought were useful B2B lead generation ideas, tips, and resources – material that I was already freely giving to my clients. have to say, my expectations were pretty low. thought maybe I’d attract a few new clients, but I didn’t know it would generate so many leads, or develop into a book deal with a major publisher – who came to me, by the way.

The 20 Best CRM Blogs of 2008

B2B Lead Generation Blog

Inside CRM ranked the top CRM blogs based on their insights, readability and frequency of posting. I'm honored to have been included on the list. As I read over the list (which includes 20 blogs) I discovered some new ones worth reading along with bloggers already follow like Jim Berkowitz, who writes the CRM Mastery Blog ; John Jantsch, Duct Tape Marketing Blog and Ben McConnell and Jackie Huba who write the Church of the Customer Blog. feel honored to be included in such great company. Read Inside CRM's complete list "The Best CRM Blogs of 2008"

B2B Marketing Testing to Optimize Lead Generation Results

B2B Lead Generation Blog

Discovering and knowing what really works and what doesn’t for lead generation is essential for every marketer. The best way to discover this is through the process of testing. Personally, I’ve met only a handful of B2B marketers who are consistently testing their offers to optimize them and generate leads more effectively. In the interview, Hunter shares best practices for increasing conversion via testing , building a universal definition of a lead, and using testing to discover what works.

Why Writing Blogs for SEO Will Inevitably Fail

B2B Lead Generation Blog

Should you write a blog exclusively for search engine visibility? Business blogs can offer little-known companies name recognition, and the chance to boost traffic and generate leads well beyond what they'd get if they were simply offering a list of goods and services for sale on their website. Now it's pretty common advice to hear: launch a blog because the content will attract links and improve your search engine rank. Lee Odden over at the Online Marketing Blog shares a helpful perspective on why blogs written solely for SEO objectives will inevitably fail.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

Lead nurturing putting the human touch into action with video and email

B2B Lead Generation Blog

I had a great time doing my webinar on putting the human touch into lead generation sponsored by Citrix Online and we had almost 1600 people register. In my presentation I emphasized how lead nurturing is about timing, consistency and relevance. Today (which happens to be my 38th birthday) I got this email with a personal video from Gary Anderson, CEO of NetBriefings. wanted to share this with you because I think it is a great example of lead nurturing by combining the human touch and timing in a personal and relevant way that connected with their business value proposition. You deserve it!!

Webinar on Putting the Human Touch into Lead Generation

B2B Lead Generation Blog

There are numerous tactics for generating leads these days - everything from the traditional email or phone call to the explosively popular social media craze. However, the real challenge is not necessarily in generating leads, but more in truly connecting with them. It doesn't matter how many leads you generate if they aren't willing to listen to what you have to say next. You need to develop and then engage in memorable and relevant conversations with prospects. You need to position your company as a thought leader and solution provider that understands your prospect's needs. PST)/ 2 p.m.

Lead generation No Nos: When is a “free download� no longer free?

B2B Lead Generation Blog

What do you wish companies would stop doing when you download a free white paper? I bet I already know. I had a conversation recently with my business development executive who has become highly suspicious of "free" white paper downloads. There are some sites that he refuses to download from because not only was the prior information unhelpful, but he knows he will receive a call from a telemarketer - even after he's made it clear he's not interested. Why do we continue to force people into being "leads?" People download content often to answer questions.

The 2008 Top of the Funnel List

B2B Lead Generation Blog

Craig Rosenberg recently created a list of the most influential people in B2B Demand Generation, and I'm honored to have been included. Many know Craig through his blog, Funnelholic , or through his company Tippit. Funnelholic is a very insightful and original B2B marketing blog written for those marketers who live and work at the top of the B2B funnel. Others bloggers named to Craig's 2008 Top of the Funnel List include Jon Miller, the author of Modern B2B Marketing blog , and Michael Stelzner, the author of Writing White Papers Blog and many other great resources. Thanks Craig.

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.

Taking my five-step lead management ‘playbook’ on the road

B2B Lead Generation Blog

Why do so many companies struggle with the lead generation process? Simple. Even the very best lead generation program cannot compensate for poor teamwork and collaboration. You can actually achieve major ROI gains by optimizing a just few key aspects of your lead management process. just finished up the MarketingSherpa Demand Generation Summit in Boston where I was given the opportunity to present my ‘Playbook for Effective Lead Management.' And, we're doing it all again in San Francisco October 26-28. Check out the full agenda. hope you can make it.

5 Lead Nurturing Time Factors to Fine Tune Your Messages

B2B Lead Generation Blog

The lack of a strong lead nurturing discipline can cost your organization substantial unrealized revenue. Without lead nurturing in place to capture and cultivate early-stage leads, your marketing funnel misses out on valuable opportunities. The true value of lead nurturing comes from the technique of staying in touch with prospects while providing them with the relevant information as they move through the evaluation and buying process. But, how do you get that delicate balance just right? It's just good manners to acknowledge someone's interest in your brand promptly. 2. etc). 4.

A five-step playbook that will optimize lead generation programs

B2B Lead Generation Blog

Companies that adopt closed-loop lead management processes report higher return on marketing investment (ROMI) than those that do not, making this a key investment for B2B marketers. The challenge that many organizations face is that their lead management process is a black hole. I'll address this proverbial black hole between your company's sales and marketing efforts during a MarketingExperiments' Web Clinic on Wednesday, September 24 at 4 p.m. EST. I'll outline ways to build an operational ‘playbook' with your sales department to better manage and nurture the leads you generate.

Coming on September 22: Email vs. Phone vs. In-Person Meeting? Four Viewpoints

B2B Lead Generation Blog

To what extent can you substitute emails for telephone calls and face-to-face meetings when maintaining and developing relationships with clients and other key market contacts? The answer to this frequently-asked-question affects how you spend your precious business development time and money. Getting it right will improve your sales effectiveness. No wonder it's so frequently asked. But what is the answer? On September 22, four bloggers will post their answers simultaneously. They are: Ford Harding , student of selling professional services. Yours Truly.

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.

5th Annual MarketingSherpa Demand Generation Summit 2008

B2B Lead Generation Blog

You're invited to join me at MarketingSherpa's Demand Generation Summit at your choice of Boston (Oct 5-7) or San Francisco (Oct 26-28.) I'll be speaking on "Playbook for Effective Lead Management." This year's the summit will have 19 new case studies, which will show how to increase lead volume, optimize webinar attendance and effectiveness as well as show you the effectiveness of multi-touch campaigns, closed loop measurement and more. hope you can make it! Register here for the event before September 5th and save $300

Building a Marketing Funnel and More Lead Management Tips

B2B Lead Generation Blog

I was recently interviewed for an article on lead management by Chris Koch who works for ITSMA , the Information Technology Services Marketing Association. In the article titled, " Building a Marketing Funnel and Other Lead Management Tips ," I give the following five tips on how you can make your B2B lead management more effective, which are: Create a marketing funnel. Create a universal definition of a lead. Use the phone. Ask about goals—don't sell. Define lead nurturing—and the right people to nurture. Here's a short excerpt from my interview. 1. Create a marketing funnel.

Rainmakers and Lead Generation

B2B Lead Generation Blog

In professional services organizations the people who bring in the big revenue clients are often called rainmakers. They're the one's that make it all happen and become almost mythical in the process. In today's challenging business climate, we could all use more rainmakers. like what Ford Harding, author of Rain Making, Attract New Clients No Matter What Your Field, 2nd Edition and President of Harding & Company had to say about rainmakers. Harding writes, “A rainmaker, as we define one, brings in leads and converts them into business at such levels that she leaves her colleagues in awe.

Podcast: Interview on lead generation with Dave Stein

B2B Lead Generation Blog

I was was recently interviewed by Dave Stein, CEO and Founder of ES Research Group , and author of How Winners Sell (a great book by the way). During the interview we talk about the following topics: What works to get sales and marketing alignment. How the marketing funnel impacts the sales funnel. Reengaging and optimizing past sales leads. Teleprospecting and nurturing tactics. Listen to podcast now. Also, Check out Dave Stein's Blog for Sales Leaders. Dave is an internationally recognized thought leader in the area of sales performance, sales effectiveness and especially sales training.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

What causes webinar attendees to bail?

B2B Lead Generation Blog

Webinars and webcasts are a key tactic in lead generation toolkit. The challenge with webinars is that if you don't do a super job, attendees will bail on you and they may never register one of your events again. That's why I found this chart What Causes Webinar Attendees to Bail? by MarketingSherpa useful. According to their research here are the top reasons attendees say they bail on a webinar. Content was not as advertised. Presenter(s) read directly from the slides. Webinar began with company/sales information (pitches). You were familiar with the information in the first few slides.

Execution is the key to go-to-market success

B2B Lead Generation Blog

The biggest obstacle to go-to-market success (and lead generation ROI for that matter) is the lack of good execution. The Chief Marketing Officer (CMO) Council's latest study, “ Driving the Bottom Line from the Front Line ,” assessed the go-to-market processes and capabilities of global companies. Todd Ebert over at the BAD Marketing Blog gives some additional insights on the CMO study here. agree with their findings. With that said, it requires more than just effective upper management involvement. believe that effective collaboration requires each of us to better managers ourselves.

CMO 2

Optimizing webforms to generate more leads through your website

B2B Lead Generation Blog

After a talk on lead management, I spoke with several marketers from a company where one said, “We don't need to qualify our leads because our web forms do the qualifying for us. then we send them to our sales team.”. Here's the problem with that model. long and detailed web forms often cause people to lie or simply leave altogether. So what should you do instead? Start by creating a lead generation form that balances your need for information and potential buyers need for not being hassled.

BtoB 2008 Lead Generation Guide

B2B Lead Generation Blog

B2B Marketers are increasingly emphasizing lead generation and as a result, BtoB Magazine just published their inaugural BtoB 2008 Lead Generation Guide today. highly recommend you check it out. It has a lot of studies, expert columns, market statistics and vendor lists that are worthwhile. Also, I wrote a guest column on Putting the human touch back into lead generation for the guide

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.

The Human Touch of Lead Nurturing/Marketing Automation

B2B Lead Generation Blog

I participated in a webcast and podcast combo on the adding the human touch to marketing automation as part of the Marketing Mastery Series sponsored by Eloqua , MarketingExperiments and ON24. You can watch the webinar recording here. Because the webinar was a brief 20 minutes, we held all audience questions for a podcast interview right after. Steve Gershik VP of Marketing Innovation for Eloqua and the Innovative Marketer Blog interviewed me for his podcast on the subject of lead generation. You can listen to our Q&A interview here