February, 2010


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Hiring a Teleprospector: Have You Added These Steps?

Sales Prospecting Perspectives

Over the last 5 years interviewing teleprospectors, I have gotten to the point that nothing surprises anymore. The candidate who blew me away when I met with them face-to-face may not always turn-out to be a rain-maker on the phones. On the other side of the coin, the person I was lukewarm on turns out to be a perfect fit and ends up being the standard by which we compare all of our Business Development Representatives. They could meet with the president, Director, training team, other top BDRs, and you still may not get a true sense if they are going to be a success at the job.

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Sales Prospecting Perspectives, February 1st - 5th

Sales Prospecting Perspectives

The week (and January?) is already over!? Man, it seems like it was Monday morning. Anyways, things were busy here at AG Salesworks this week. We had a great meeting this week with Mike Damphousse, CEO/CMO of the appointment setting firm Green Leads. Mike and some of the folks here at AG spent some time sharing thoughts on the state of our industry and how we can better service our respective (and future) customers. Mike's a great guy with a lot of insight, and we're looking forward to our next meeting with him. Here's a recap of the blogs that we posted this week: Monday February 1st.

Benefits of Having Concise Transition Questions

Sales Prospecting Perspectives

In recent blogs , you have probably noticed people writing about the art of how we peak prospects interests. I think it's pretty clear how important the first couple of seconds of the conversation are. Knowing how to sit back and drive it home through your teleprospecting efforts is a different story. For example: In Craig 's recent blog , he talks about when you get someone live and 30 seconds into their lengthy elevator pitch your opportunity is dead because you have wasted their time by talking too much. Two benefits of having a clean and concise transition question? What do you think

Thought leadership is still dead; long live idea marketing

Chris Koch

So much of what passes for thought leadership these days is little more than warmed over brochures. It may look better and read better than a brochure, but it’s still a brochure because it emphasizes our products and services over the needs of the people we are trying to reach. Last year, I wrote a piece that talked about why thought leadership is dead and why we needed a new term to describe it. This week, Gartner proved why we need to make the change. Glad that we now have permission to finally get ourselves organized and go forth and do what we’ve already been doing for years. Yikes.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

Nine mistakes to avoid in writing online B2B lead-generation copy

EMagine B2B Blog

Ambal Balakrishnan has done us a great service by collecting the thoughts of several experts on the subject above, then posting the collection in ClickInsights. His experts: Michael Stelzner, Stephanie Tilton, Cindy King, Michele Linn, Jonathan Kranz. We’ve picked out a “top nine” here; for the rest – plus more depth – just click on [.].

You Don’t Know Jack About Online Marketing – More than Just the Coolest Marketing Game Ever

Modern B2B Marketing

Today, Marketo launched a fun interactive game called You Don’t Know Jack about Online Marketing. Within minutes of the launch, we had hundreds of marketers testing their skills to see how their knowledge stacked up compared to their friends and marketing peers. There has been lots of great feedback, but we have received a few questions about why we’d create this online marketing quiz. This effort doesn’t directly generate leads, and doesn’t require registration to play, so why create this game? . Marketo sees this type of quiz as content, similar to a white paper or webinar.

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Maximizing the Return on Your BD Costs


With business still languishing, A/E firms are understandably being very cautious about spending. Some continue to trim costs. Interestingly, many firms have substantially reduced their business development expenditures. Marketing staff positions have been eliminated, with corresponding cuts in marketing activity. One large firm halted a major initiative to improve its business development process.

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From Anarchy to Accountability


Much has been made of the supposed shortage of leadership skills among engineers, architects, and scientists. There is certainly truth in that observation. But let's give leaders in our business credit where credit is due. They have a tough job. After all, they have to try to lead engineers, architects, and scientists! The result is what borders on anarchy in most professional service firms.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Do You Have Any Idea Who You're Talking To?

Savvy B2B Marketing

It's a no-brainer: You can't make a connection with your audience unless you know who you're trying to reach. This gets down to marketing basics – you need to develop buyer personas. Yet my unscientific polls show that a fair number of B2B marketers haven't undertaken the exercise of developing buyer personas. So here are words of wisdom from those who have done the dirty work. But Do You?

Optimize Your Tradeshow Presence

PR Meets Marketing

"conference hall" by shinemy via Flickr. Exhibiting and sponsoring at trade shows is an important component of the marketing mix. While physical meetings and conferences experienced a hit in 2009, I believe that more marketers will return to physical events in 2010. Here are five tips to optimize your trade show presence: Media Alert. Consider issuing a media alert (a smaller version of a press release) one to two weeks before the conference. Announce News. Consider announcing significant news at the conference to drive buzz about your company. Media Outreach. Social Media.

Brands as Publishers - Where's Your Content Strategy?

Junta 42

Just returned back from Online Marketing Summit 2010 where the statement "brands as publishers" almost seemed overused. Although we've been talking about that on this blog for three years now and in more detail in Get Content Get Customers , this is the first time I've heard this type of statement in force "out in the real world". It started with John Batelle from Federated Media. John might be most well-known for being one of the creators of Wired magazine. does not work without first having content strategy. Need more proof? what are the informational needs of my customers? Want proof?

Social Media Usage in Content Marketing Jumps 500% in Two Years

Junta 42

As a follow up to our 2010 Junta42 Content Marketing Study , we've been doing some comparisons between content marketing product usage in 2010 versus 2008.  The findings are interesting, to say the least. Here are the highlights: Significant Increases in Content Distribution. Social Media (i.e., Twitter, Facebook) - distribution of content through those channels has increased over 500% in two years. Blog usage has more than doubled. Online video has jumped nearly 2x. eBooks have nearly doubled. Slight Content Marketing Increases. Digital Magazines. Podcasts. Microsites. eNewsletters.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.

Three reasons why the “experts” are wrong about social media measurement

grow - Practical Marketing Solutions

. There is an argument around the blogosphere that is DRIVING ME CRAZY. . Their point is that you just need to accept the social web as something ubiquitous and necessary, so why worry about it? . This is lunacy. Here are three reasons why this “no need to measure&# view is an irresponsible position: . 1) Never get caught with your stats down . Yes, that company car may be cut.

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B2B Marketing: Trust + Community = ROI

Buzz Marketing for Technology

Trust is not a new thing when it comes to marketing and communications as evidenced by one of the most awaited studies in the communications world is always the annual Edelman Public Relations Trust Barometer. Social Media changes that and elevates Trust to the individual level. This is actually good news for the B2B Marketer. Building demand for their unique point of view. Tweet This! Digg this!

Social media measurement: Sometimes a picture is worth a thousand tweets

grow - Practical Marketing Solutions

In all of the posts I’ve read about social media measurement, very few address the possible role of qualitative research — measuring when you don’t have data — so let’s take a look at that today, shall we? This will not be boring, I promise. Quantitative marketing research is descriptive and conclusive. These are the facts and figures that get all the headlines. .

10 Reasons I Won’t Follow You on Twitter


Before I start this rant, let me make it clear that I love gaining new followers on Twitter and I’m honored by (almost) every one—I’m grateful that you want to hear what I have to say! Also, as indicated by my high ratio of following to followers (currently 87%), my default rule is to follow back. There are no RT’s in your tweet stream. How sad. Your profile is blank. No thanks.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.

Gain insights into your visitors using Analytics

Confluent Forms

Google Analytics is a service provided by Google that enables webmasters, through the inclusion of a small bit of code in their website template, to gain a pretty good breakdown of their site's usage and log reporting. Beyond the basics of visits, page views, etc., For example, how are people finding your website? Is it by referring sites, search engines or direct traffic?

The First (Almost) Clickable Direct Mail

The Point

Marketing pundits have been proclaiming that direct mail is making a comeback ever since I first cut my teeth in direct marketing back in the late 80s. I can only report that whereas the heady days of mail are long gone, far more B2B clients are utilizing direct mail today compared to say, five years ago. Hardly the kind of immediate, instinctive response we direct marketers look for.

Genoo Aims to Shake Up Marketing Automation Market


Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. Companies evaluating established providers such as Marketo , Eloqua , Silverpop’s B2B Engage and HubSpot would be well-advised to check out a relatively new contender as well— Genoo Marketing Automation. downloading a file, clicking a link in an email) to provide relevant content; No limit on the size or number of visits permitted to microsites. per 1,000 emails sent. per month. Share this on del.icio.us. Digg this!

9 Tips for Leveraging Synergies of Email & Social Media

Proteus B2B Marketing Blog

Are you using social media to promote your email marketing efforts? Are you using your email marketing to promote your social media efforts? The easier you can make it for people to go between the two, the more connections and touchpoints you’ll forge. Here are 9 tips to help you do just that. Promote your Email [.].

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

The NEW “Four P’s” of marketing

grow - Practical Marketing Solutions

Place, product, price and promotion. We all learned these basic marketing principles in college and they still stand up today. But the social web is a true shift in the way we communicate and go to market. For the first time, mankind has access to real-time, free, instantaneous, two-way, global communication — and the good old marketing mantra needs a little updating. People. Publicly.

Search Engine Marketing (SEM) Best Practices


Search engine marketing (SEM) can be a powerful lead generation source, or a complete waste of money. B2B marketers often get less from their SEM programs than possible by overlooking basic but critical steps. Here are some best practices to optimize your results from SEM campaigns: 1. Geographic display—a global campaign needs a higher budget than one limited to one or a few countries. Digg this!

Inbound Marketing: Does a 60% Lower Cost Per Lead Interest to You?

Proteus B2B Marketing Blog

Internet marketing technology provider Hubspot recently released a study entitled The 2010 State of Inbound Marketing. The study included 231 marketing professionals, 69% of whom worked for B2B companies in a wide variety of industries. The largest industries were professional services (22% of respondents) and technology (15%). Inbound Marketing refers to marketing strategies and tactics designed [.].

Where Should B2B Bloggers set up the Corporate Blog?

Proteus B2B Marketing Blog

The question of where B2B marketers should place the corporate blog is a critical one. It has implications in terms of B2B SEO, positioning, and your ability to later successfully transfer the trust and authority you build up in the eyes of search engines. This post addresses some of the options and their implications. Jeffrey Cohen [.].


Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

StumbleUpon: It’s NOT About the SEO! 4 Compelling Reasons to Become a Heavy StumbleUpon User.

WindMill Networking

O.K., I am going to admit that I first joined StumbleUpon as part of a strategy that the “SEO [Search Engine Optimization] Gurus&# recommend to create backlinks to your blog content from social bookmarking sites like Digg and Reddit. The idea being that the more links you have from other sites, the higher your SEO will be. And you know what? So let’s start stumbling! sites out there.

How do I get a job in social media marketing?

grow - Practical Marketing Solutions

In my role as an educator and an advocate for social media marketing, this is a question I get asked at least once a week. Here are some ideas on how to prepare yourself for a marketing career in the social economy: If you’re just starting out. Most important requirement: Become a beefy marketer. Get a degree if you can. If you are pursuing a career change. So be realistic. Tweet?

To Follow Or Not To Follow: That is the Question on Twitter

Marketing Finger

You go through the ritual once every couple of days. Unless you have auto-follow, that is. How do you decide whether or not to follow someone back on Twitter? I fielded the question on Twitter and here are some of the responses I got. CWarfield: shared interests; no spam or useless “eating a ham sando&# posts. walkerjill: but not tweet TOO MUCH! Looking at these, I consider: 1. Tweet volume.

San Diego Chargers Do Social Media Right

Marketing Edge

Social media is at its best when people come together. That was the case when I met Joel Price, the manager of interactive services for the NFL’s San Diego Chargers at the February meeting of the Social Media Breakfast San Diego. Joel, who can also be found on Twitter @joelprice , is the guest on this episode of the Marketing Edge, which we produced on video. Flickr. Twitter. Facebook.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

In an Instant

Phoenix Rising

Life changes - in an instant. I was riding the Headwall lift at Squaw Valley last week. It was a gray snowy day, but all us locals were out playing in the storm. I noticed a gang of the local hotshots up on the Light Towers, a series of gnarly chutes off of the Slot - a famous Headwall run. The kids here ski those chutes as baby-training and I'm always amazed at their ease and grace. Darn it!

Steve Woods

Connect the Docs

Does your marketing promote your Corporate Social Responsibility program? Sarah Mitchell says that promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. We asked Sarah Mitchell "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" Sarah Mitchell. Recommended Resources.


Connect the Docs

Does your marketing promote your Corporate Social Responsibility program? Sarah Mitchell says that promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. We asked Sarah Mitchell "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" Sarah Mitchell. Recommended Resources.


Connect the Docs

Does your marketing promote your Corporate Social Responsibility program? Sarah Mitchell says that promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. We asked Sarah Mitchell "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" Sarah Mitchell. Recommended Resources.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.