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Is lead generation killing marketing?

Chris Koch

This was the gist of a very controversial assertion made by a senior marketer from a very well known B2B technology company during dinner at our ITSMA Marketing Leadership Forum (download highlights from the ITSMA Marketing Leadership Forum) when he said: “An overemphasis on leads is damaging our relationship with sales.”. How could emphasizing leads not improve the relationship? But his point was that marketers will never be as good at handling leads as salespeople are. Most marketing leads are people who are not ready to buy.

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. Source: Marketing Sherpa/ KnowledgeStorm). B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Why is lead nurturing important? It is a fact of life that the bulk of your site visitors and/or conversions from landing pages are not ready to buy now. So, less than 10% of all leads are actually followed up.”.

Mi6 Briefing #2: Marketing, Lead Generation and Selling to CIOs

MI6 Marketing Agency

Audience: Senior Executives, Business Owners, Marketing/Sales professionals in High Tech Industry. Recent studies of CIOs and technology buyers indicate that traditional tactics used to market and sell technology services and solutions are becoming less effective for B2B technology marketers while becoming more annoying for the business professionals being targeted.

Facebook Advertising Tricks for B2B Marketers

Buzz Marketing for Technology

After 9 years of Search Engine Marketing – I think it is safe to say any keyword you are going to buy is maxed out when it comes to the Google AdWords auction process. This is why today on Facebook seems so familiar to me – while the buying process is less about keywords and more about precise targeting – the costs seem awfully familiar. Go big and go broad with the Job Titles.

Lead Generation Programs That Work

B2B Marketing Insider

During my presentation titled Lead Generation Programs That Work I walked through the 5 Steps to Achieve Lead Generation ROI. defined the top tactics for driving leads in today’s environment and listed those that aren’t working as well as they used to. I concluded with a discussion of the tactics to consider in future demand generation efforts.

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers. Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process. Copyright © 2010 Tiecas, Inc. Sounds simple, right?

Improve Lead Generation with Help from Unhappy Customers

Modern B2B Marketing

Thomas Edison brings up a good point that even B2B marketers struggle with today. When When dissatisfied customers come knocking, do you shy away from the work it takes to not just resolve the situation but to make lemonade from those lemons, or do you look the other way and hope for a bucketful of new leads to even out the playing field? by Andrew Spoeth. Thomas Edison.

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What Tools and Management Systems Work Best for B2B Lead Generation

B2Bbloggers

content management system (CMS) is one tool no B2B marketer can go without.  You can find many leads from people talking about you, and keep an eye out on how others perceive your company.  Finding management systems that have database access along with other features could help streamline your lead generation efforts, and save you money at the same time. Or Does It? 5.

The New B2B Buyer Dialog: A Conversation with Kathleen Schaub

The Point

Most B2B companies will readily acknowledge how much the Web has transformed the way they market their product or service, most visibly in the form of vehicles like search, content marketing, social media, and lead management. They engage with sales people later in the buying process. Marketers may not own the final deal close. Fast forward to today.

The New Marketing Accountability

B2B Marketing Insider

You can review both  How To Align Marketing With Sales and Marketing Leads: Quality Vs. Quantity  for more detail on the emerging need for marketing to drive real sales and to quantify efforts. Late last week, I responded to a post by my new friend Adam Needles, VP Marketing of Left Brain Marketing. Then ran marketing for 2 firms.

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Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Translate Features into Benefits if You Want Your Marketing Content to Engage and Sell by Achinta Mitra on July 6, 2010 in Content Marketing , Industrial Marketing Strategies , Sales Strategies Marketing 101 teaches you “Customers buy benefits and not product features.” I’m not disputing that nor am I making a new revelation.

Marketing Leads: Quality Vs. Quantity

B2B Marketing Insider

Skip to content Home About Michael Brenner Appearances B2B Marketing Insider Michael Brenner's Blog on B2B Marketing Content Marketing Demand Generation Mobile Sales Alignment Search Marketing Social Media Strategy August 12, 2010 9 Subscribe Marketing Leads: Quality Vs. Quantity Share Last night I had the pleasure of dining with one of our media partners.

The Role of B2B Marketing is Shifting from Lead Generation to.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website The Role of B2B Marketing is Shifting from Lead Generation to Revenue Generation by Achinta Mitra on May 7, 2010 in B2B Lead Generation , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies For as long as I can remember, B2B marketers have considered lead generation as their primary focus.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

5 Steps to achieve Lead Generation ROI

B2B Marketing Insider

Social media is hot mainly because it is new news to lots of folks in marketing and across our organizations that “the customer is indeed in charge”. Customers decide when and how to engage with us in the buying journey. Online lead generation is one of the best ways to identify customers early in the journey and produce a solid and predictable return on investment.

5 Best Practices for B2B Corporate Blogging | B2Bbloggers.com.

B2Bbloggers

About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Content Marketing Lead Gen SEO-SEM Social Media More Strategy Design PR eBooks Educational Facebook Guest Posts Twitter 5 Best Practices for B2B Corporate Blogging October 25th, 2010 | By Roy Russo Standing out from the millions of blogs online can be a difficult task for marketers.

10 Questions: Do You Need Marketing Automation?

The Point

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. For other companies, the decision of whether or not to take the plunge into marketing automation is less of a slam-dunk. Where in the current sales and marketing process will the software make a difference?

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5 Sales Closing Techniques

B2B Marketing Insider

This post also appeared recently in B2C Marketing Insider.   I have been a student of selling and sales management for more than twenty years, and I have used a grand total of five “closes” during that time. If the quantified impact of the business problems exceeds the investment required to solve the problems, a buying decision is easy to justify. Cha-ching! Happy to help.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website 7 Strategies for Using Content to Market Industrial Products by Achinta Mitra on May 14, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Blog I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing.

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B2B Marketing Predictions For 2011

B2B Marketing Insider

So here is my list of B2B Marketing Insider predictions for 2011. 2010 was the year social media moved from cutting edge to mainstream (right?). Customer satisfaction, loyalty and retention re-emerge as key metrics B2B marketers will use to measure the performance of their holistic marketing programs. The quality vs. quantity of leads debate will rage on.

My Secret Methods for Turning Marketing Leads into Qualified Sales Leads

Modern B2B Marketing

by Jon Miller The Definitive Guide to Sales Lead Qualification and Sales Development. Some of these best practices include common definitions for a qualified lead between marketing and sales; lead scoring to identify suspected quality leads; a strong lead management process to manage the handoffs; and the use of marketing automation to power the whole thing.

The Future of Marketing: The Greatest Marketing Challenge of our.

B2Bbloggers

What’s channel strategy?  It’s the strategic deployment of a marketing budget into media channels that will most effectively attract the largest number of customers. Today’s marketing options can seem innumerable and the number of choices in the future will only increase. Popularity will increase electric car market penetration to 50% by 2020. Step 2. 11 P.M. Or Does It? 5.

Tips to Improve How You Segment Your Database

Anything Goes Marketing

When you have the right data you can laser focus your marketing efforts and achieve a higher response from your marketing campaigns. Before we get to these, let’s examine the pitfalls that some marketers fall into when it comes to collecting data. You really need to consider the information that you ask people and when in the buying process you are asking for it. Chad H.

Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs. In this post, I’m going to focus on content for the early stages of the buy cycle. Resource

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question by Achinta Mitra on June 12, 2010 in Industrial Marketing Strategies , Sales Strategies , Website Design & Development Do you show prices on your B2B website? Copyright © 2010 Tiecas, Inc. of Tiecas, Inc.

Are B2B Marketers Shooting For The Wrong Target? | B2Bbloggers.com.

B2Bbloggers

About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Content Marketing Lead Gen SEO-SEM Social Media More Strategy Design PR eBooks Educational Facebook Guest Posts Twitter Are B2B Marketers Shooting For The Wrong Target? September 30th, 2010 | By Jeremy Victor A tweet caught my eye yesterday and it got me thinking. Neither? Sign up.

Exclusive Interview Eloqua's Director Of Content @jchernov.

B2Bbloggers

The main reason: it shared real life experience of implementing and managing social media marketing. We cover marketing automation, the recent consolidation in the industry, and of course, b2b social media, content marketing and ROI. He is a smart marketer, a great person, and one of the people forging a new way of marketing to today’s digital B2B buyers.

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle. What is the key to shortening the buy cycle? Copyright © 2010 Tiecas, Inc. of Tiecas, Inc.

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Can Industrial and B2B Marketers Learn Creative Problem Solving.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders? Next, idea-finding: generate as many ideas as possible. How can industrial and B2B marketers apply the same creative problem solving lessons in engaging with their prospects and customers? Here’s what it does.

Is Social Media BS?

Webbiquity

That was the provocative question raised, and answered, by HubSpot VP of Marketing Mike Volpe in a webinar last Friday. Traditionally, big brands used TV and print advertising, while their smaller counterparts employed direct mail and telemarketing, to reach consumers directly through interruption marketing. Key point #1: Social media is a critical component of inbound marketing.

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What is Lead Nurturing?

Fearless Competitor

B2B Lead Generation | Lead Nurturing. “Marketers rank lead nurturing highest as under-funded relative to value potential.&#. Lead Gen ROI Report 2010, Lenskold Group. In simple English, Marketers believe they will get the biggest bank for the buck from lead nurturing. Unfortunately, few companies do lead nurturing well today.

Shadow Pipeline – accounting for the missing dollars

Buzz Marketing for Technology

Just because you decided to throw an event at the beginning of the year doesn’t mean anyone wanted to buy your solution or even had the funding to buy your solution. It’s a fallacy to think we as marketers can understand the business impact of our programs in a mere 6 month period – after all we are in B2B marketing not B2C. Not really. It’s a highly considered purchase.

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Conduct a Content Audit For Your Content Marketing Strategy.

B2Bbloggers

About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Content Marketing Lead Gen SEO-SEM Social Media More Strategy Design PR eBooks Educational Facebook Guest Posts Twitter How To Conduct A Content Audit April 27th, 2010 | By Jeff Ogden In my research I find many companies with content on their websites – white papers, e-books, webinars, etc. 

Greatest Challenge Facing CMOs Today – Generating High-Quality Sales Leads

Fearless Competitor

“The vast majority of CMO’s in the study indicated that generating high quality leads is their top challenge. Source: MarketingSherpa B2B Marketing Benchmark Study, August 2010 of 297 CMOs. Certainly, marketing automation software helps and plays a key role. Marketing automation is needed, but it’s only a small part of the solution.