Sales Engine

JANUARY 7, 2016

Only at the middle and bottom of the funnel (when you’ve qualified and are in negotiations with a prospect) will it be okay to inform them about the features, functions, and benefits of your solution. Prior to the content revolution, buyers needed salespeople to get the information they needed. They never did. But that time has gone.

Top of Funnel 120

Top of Funnel Features B2B Thought Leadership Digital Marketing Funnels 120

Sales Engine

JULY 29, 2016

Lead generation is not about buying lists with basic demographic (like titles, industries, and revenue size), which is why it’s so annoying when list vendors position themselves as lead generation companies just because they have contact information. This requires way more than just knowing the demographic information on your prospects.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Leads 120

Sales Engine

JANUARY 5, 2016

Lead generation is not about buying lists with basic demographic (like titles, industries, and revenue size), which is why it’s so annoying when list vendors position themselves as lead generation companies just because they have contact information. This requires way more than just knowing the demographic information on your prospects.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Leads 120

Sales Engine

JUNE 7, 2016

Know who your audience is. Know what your audience knows, and what they don’t know. Just because you don’t charge money for your content doesn’t mean you can’t collect something else: information. The old sales axiom still applies today—we all do business with those we know, like and trust. What is their buying process?

Top of Funnel 120

Top of Funnel Content Demand Generation Agencies Barriers 120

Sales Engine

JUNE 13, 2016

If your aim is to produce really good, informative, and nurturing content (and that should be your aim, because what’s the point otherwise?), Content Analyst: This person monitors how your audience engages with your content and analyzes data to find actionable ways to improve your content strategy and optimize your distribution methods.

Allocation 120

Allocation Content Demand Generation Agencies Work Management 120

Sales Engine

NOVEMBER 12, 2015

My recommendation is to know your product and your competitor’s products better than your consumers do, and be the expert at helping, asking, and informing. She's traveled the world, educated in the Midwest, and spoken to audiences from coast to coast. It’s simple if you just dedicate a small amount of time to it every day.

Cold Calling 120

Cold Calling Allocation Youtube Internet Marketing 120

Sales Engine

JANUARY 28, 2016

In other words, the more they published, the pickier their audience became regarding the posts that they read. Sure, there are individuals inside the company that may always have an interest in keeping themselves informed about the market, but the real due diligence of an evaluation may only take about 90 days, or one quarter of the year.

Webinar Metrics 120

Webinar Metrics Marketing & Strategy Content Paper 120

Sales Engine

AUGUST 16, 2016

As buyers, we don’t need to talk to sales people to get the information we need—therefore, we don’t take phone calls (and get upset when we feel tricked). The development of stellar content that adds value and caters to niche audiences will always work—give someone good information that they can use and they’ll thank you for it.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

OCTOBER 4, 2017

In the pre-Internet universe, salespeople held all the information prospects needed to make purchase decisions, from pricing to detailed product information. The net result is that your prospects don’t need your salespeople to get the information necessary to make an informed purchase decision. Marketing to the Rescue?

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

NOVEMBER 16, 2015

As buyers, we don’t need to talk to sales people to get the information we need—therefore, we don’t take phone calls (and get upset when we feel tricked). The development of stellar content that adds value and caters to niche audiences will always work—give someone good information that they can use and they’ll thank you for it.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

APRIL 24, 2018

It was a fast, simple, effective way to connect with prospects and get your story in front of a large audience. Second, because white paper syndication exposes your brand to an enormous audience that otherwise would have never heard of you, you can quickly build your opt-in database. NOT ANY MORE!

Paper 159

Paper Planning Marketing Plans Marketing Automation Services 159

Sales Engine

JULY 20, 2016

In the pre-Internet universe, salespeople held all the information prospects needed to make purchase decisions, from pricing to detailed product information. The net result is that your prospects don’t need your salespeople to get the information necessary to make an informed purchase decision. Marketing to the Rescue?

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

JULY 20, 2016

In the pre-Internet universe, salespeople held all the information prospects needed to make purchase decisions, from pricing to detailed product information. The net result is that your prospects don’t need your salespeople to get the information necessary to make an informed purchase decision. Marketing to the Rescue?

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

AUGUST 17, 2016

Which topics resonated with your audience and which did not (and do you really know why)? All of these questions will help you determine the topics and mediums that will best resonate with your audience. To build an engaged audience, you must understand who your buyers are, what their issues are, and where they get information from.

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

JULY 5, 2016

Prospects were more likely to answer calls, meet with sales reps, and listen to presentations because that was the only way they could get the information. What prospects want is to engage in content and determine from that content if your company can provide useful information and resources. It’s that they had to.

Work Management 149

Work Management Marketing Automation Services Marketing Management Budget Programs 149

Sales Engine

DECEMBER 11, 2015

Which topics resonated with your audience and which did not (and do you really know why)? All of these questions will help you determine the topics and mediums that will best resonate with your audience. To build an engaged audience, you must understand who your buyers are, what their issues are, and where they get information from.

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

FEBRUARY 8, 2016

Rewriting Content You can always rewrite content from a different angle or change up the focus for a new audience. When you decide to update, the title of the content should stay the same, and so should its URL; changing that information removes some of the value of the link.

Content 120

Content Youtube Statistics Social Media 120

Sales Engine

FEBRUARY 8, 2016

Rewriting Content You can always rewrite content from a different angle or change up the focus for a new audience. When you decide to update, the title of the content should stay the same, and so should its URL; changing that information removes some of the value of the link.

Content 120

Content Youtube Statistics Social Media 120

Sales Engine

APRIL 13, 2016

You must c onvert this anonymous audience into known prospects for sales reps to have meaningful, consultative business conversations. That’s significantly different than it used to be when sales reps were the primary sources of information, and most companies haven’t changed their internal processes to match the times.

Top of Funnel 136

Top of Funnel Content Marketing Lead Ranking Digital Marketing Funnels 136

Sales Engine

SEPTEMBER 23, 2015

(Gated content is defined as a content asset that lives behind a landing page—someone has to enter their information into a form to get to the page.) Back to the balance between non-gated and gated content —the value of non-gated content being that it's instantly available to the audience.

B2B Thought Leadership 120

B2B Thought Leadership Content Paper Thought Leadership 120

Sales Engine

AUGUST 4, 2016

Where it’s true in some cases that more content can be better, quality will always trump quantity when it comes to creating a loyal audience who looks forward to your content regardless of the means by which they receive it. That’s not a one-time touch, and you must train them on what to expect. They need to be conditioned on what to expect.

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120

Sales Engine

AUGUST 4, 2016

Where it’s true in some cases that more content can be better, quality will always trump quantity when it comes to creating a loyal audience who looks forward to your content regardless of the means by which they receive it. That’s not a one-time touch, and you must train them on what to expect. They need to be conditioned on what to expect.

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120