Sales Engine

FEBRUARY 18, 2016

Content marketing is maturing in 2016 from a social media tactic to a formalized go-to-market strategy, but that doesn’t mean that, as marketers, we must generate more content. That means creating an experience for your audience and personalizing content. It’s about your audience, and they have all the control.

Content 120

Content Thought Leadership Custom Publishing Segmentation 120

Sales Engine

FEBRUARY 18, 2016

Content marketing is maturing in 2016 from a social media tactic to a formalized go-to-market strategy, but that doesn’t mean that, as marketers, we must generate more content. That means creating an experience for your audience and personalizing content. It’s about your audience, and they have all the control.

Content 120

Content Thought Leadership Custom Publishing Segmentation 120

Sales Engine

JUNE 13, 2016

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. Content Distribution: This person works relationships with media, channel partners and paid media to promote content that attracts new audiences.

Allocation 120

Allocation Content Demand Generation Agencies Work Management 120

Sales Engine

MARCH 31, 2016

As technology and connectivity advances, marketers have had to move away from mass media targeting campaigns towards producing more real-time, contextual content that creates one-to-one interaction with potential buyers. The problem is that mass media and the mass approach to marketing just don’t work anymore.”

B2B Sales 120

B2B Sales Process B2B Marketing Automation Services 120

Sales Engine

JUNE 7, 2016

Have you ever shared a blog post on social media? Know who your audience is. Know what your audience knows, and what they don’t know. Now think about how you interact with them, aside from consuming their main products (reading, purchasing, and eating, respectively). What is their buying process?

Top of Funnel 120

Top of Funnel Content Demand Generation Agencies Barriers 120

Sales Engine

NOVEMBER 9, 2015

Our marketing leader is always thinking about how to get value added content in front of our target audience and how to best get them converted into leads for sales people. This means journalists, editors, media and production crews, designers, and more. That means sales conversations with a minimum level of qualification.

Sales Qualified Leads 120

Sales Qualified Leads High Quality Lead Conversion Paid Search Agency 120

Sales Engine

MARCH 28, 2016

For us, the direct conversions from emails that we send out, along with content that we share on social media, is minuscule—it’s really small. We’ve therefore decided to use social media as more of a broadcast medium, and I know many social media experts would take exception with that strategy.

Marketing & Strategy 120

Marketing & Strategy A/B testing Broadcasting Content 120

Sales Engine

OCTOBER 2, 2015

Content Marketing is defined in the report as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.” Shifting resources to marketing is more than a project.

B2B Sales 120

B2B Sales Paper Fulfillment B2B Marketing 120

Sales Engine

NOVEMBER 12, 2015

Sales Engine Media: How is prospecting different in 2015 than 10 years ago? SE: How do you train sales people to balance their time between research, social media listening and responding, making connections and networking and traditional prospecting via emails and phone calls? YouTube and social media had just begun to blossom.

Cold Calling 120

Cold Calling Allocation Youtube Internet Marketing 120

Sales Engine

JANUARY 28, 2016

Kevin Anderson at the Media Briefing refers to this overload as Peak Content. Even though this article talks mostly about media companies, the same can be applied to B2B content marketers : We’re simply putting out too much content for our prospects to consume—and the more we produce, the less engagement we actually have.

Webinar Metrics 120

Webinar Metrics Marketing & Strategy Content Paper 120

Sales Engine

JANUARY 12, 2016

Sometime in 2011, the Metropolitan Museum of Art in New York City decided that it could not rely on its 150-year history to acquire new audiences—they needed to launch a massive digital initiative. If you’re going to be a media organization, then you have to behave like one,” he explains.

B2B Marketing 120

B2B Marketing Paid Search Agency B2B Storytelling 120

Sales Engine

JANUARY 12, 2016

Sometime in 2011, the Metropolitan Museum of Art in New York City decided that it could not rely on its 150-year history acquire new audiences—they needed to launch a massive digital initiative. If you’re going to be a media organization, then you have to behave like one,” he explains.

B2B Marketing 120

B2B Marketing Paid Search Agency B2B Storytelling 120

Sales Engine

DECEMBER 22, 2015

Your audience is only so big and a certain percentage of those will never open your emails and another percentage will never look in their inbox in the first place. You have to think like a media company. Media companies are all about growing and retaining audience. A great example is Redbull.

Top of Funnel 120

Top of Funnel Marketing & Strategy Marketing Strategy Funnel Advertising 120

Sales Engine

OCTOBER 9, 2015

When it comes to B2B marketing—whether it be social media, email marketing, blogs, white papers or attending trade shows—it has to be about lead generation. You must convert this audience (anonymous and hanging out in social media) into known prospects for sales reps to have meaningful, consultative business conversations.

Demand 120

Demand B2B Marketing B2B Trade Show 120

Sales Engine

APRIL 24, 2018

Whether you connect via email, text, social media, or your website, the currency of engaging your prospects is content. It was a fast, simple, effective way to connect with prospects and get your story in front of a large audience. Content marketing can be a long, expensive, and uncertain journey. NOT ANY MORE!

Paper 159

Paper Planning Marketing Plans Marketing Automation Services 159

Sales Engine

AUGUST 16, 2016

Mass marketing is out, mass media is in. 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. Content distribution and audience building are repeatable, the tools and techniques are not.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

JANUARY 14, 2016

A newspaper editor, a digital producer and a content marketer walk into a bar…and they discovered that great stories and brand communications are no joke—it takes all of their combined skills to engage an audience and generate leads. Choose your words on social media carefully, and always use images in your posts.

Planning 120

Planning Content Marketing Best Practices Content 120

Sales Engine

MARCH 3, 2016

Coming from a creative agency and media production background that includes Tribeca Enterprises (owners of Tribeca Films and the Tribeca Film Festival), Matt Spangler was looking for an opportunity to apply his skills to disrupt a larger industry.

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 120

Sales Engine

MARCH 3, 2016

Coming from a creative agency and media production background that includes Tribeca Enterprises (owners of Tribeca Films and the Tribeca Film Festival), Matt Spangler was looking for an opportunity to apply his skills to disrupt a larger industry.

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 120

Sales Engine

NOVEMBER 16, 2015

Mass marketing is out, mass media is in. 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. Content distribution and audience building are repeatable, the tools and techniques are not.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

OCTOBER 4, 2017

PR firms and branding consultants proliferated, and blogs and social media became all the rage. It turned out that social media wasn’t the panacea many hoped it would be to drive B2B sales. And they’ll welcome it, as long as it’s targeted to the right audience, relevant (i.e., Of course, you need to offer content to prospects.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

DECEMBER 16, 2015

The right partner should have an established process in place for identifying the 7 necessary elements of a content strategy: goals, target audiences, pain points, channels, media, topics, and conversion metrics. They should also be able to demonstrate success with similar clients in the past. Do you have a dedicated content resource?

Advertising Agencies 120

Advertising Agencies Budget Programs High Quality Lead Content 120

Sales Engine

JULY 20, 2016

PR firms and branding consultants proliferated, and blogs and social media became all the rage. It turned out that social media wasn’t the panacea many hoped it would be to drive B2B sales. And they’ll welcome it, as long as it’s targeted to the right audience, relevant (i.e., Of course, you need to offer content to prospects.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

JULY 20, 2016

PR firms and branding consultants proliferated, and blogs and social media became all the rage. It turned out that social media wasn’t the panacea many hoped it would be to drive B2B sales. And they’ll welcome it, as long as it’s targeted to the right audience, relevant (i.e., Of course, you need to offer content to prospects.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

DECEMBER 28, 2015

Because the results are easier to measure than a branding campaign, it should be easy to develop something of value (like an infographic, white paper, or webinar) that lives behind a gate, then write some blogs that include links and references to it, email out your blog link in a newsletter and social media, and see what happens.

Budget Programs 120

Budget Programs Top of Funnel Marketing Budget Webinar Metrics 120

Sales Engine

JULY 5, 2016

White papers, videos, webinars, social media, and online vendor reviews are their new preferred sources of initial engagement. No one can keep track of the thousands of interactions prospects have with you in email, social media, and your website—let alone engage with each of them uniquely with contextualized messages.

Work Management 149

Work Management Marketing Automation Services Marketing Management Budget Programs 149

Sales Engine

AUGUST 17, 2016

Because content marketing done properly is a process and not a series of projects , here’s a 5-step process that will more easily help you develop multi-media content at once that can be plugged into your editorial calendar: 1. Which topics resonated with your audience and which did not (and do you really know why)?

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

FEBRUARY 8, 2016

Repurposing that content might include: A new chapter in an ebook or a section in a whitepaper An infographic A photo slideshow A video (for posting on Facebook, YouTube and other sites) Several social media/LinkedIn posts A podcast A decision map A quiz It is fun to go through blog posts and envision how to reuse them.

Content 120

Content Youtube Statistics Social Media 120

Sales Engine

FEBRUARY 8, 2016

Repurposing that content might include: A new chapter in an ebook or a section in a whitepaper An infographic A photo slideshow A video (for posting on Facebook, YouTube and other sites) Several social media/LinkedIn posts A podcast A decision map A quiz It is fun to go through blog posts and envision how to reuse them.

Content 120

Content Youtube Statistics Social Media 120

Sales Engine

DECEMBER 11, 2015

Because content marketing done properly is a process and not a series of projects , here’s a 5-step process that will more easily help you develop multi-media content at once that can be plugged into your editorial calendar: 1. Which topics resonated with your audience and which did not (and do you really know why)?

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

APRIL 13, 2016

Many companies have focused their content efforts on increasing brand presence and inbound web traffic by generating blogs, white papers, infographics and video, and they push that content out through email and social media. Not to say it doesn’t happen, but it won’t happen enough to move the sales needle.

Top of Funnel 136

Top of Funnel Content Marketing Lead Ranking Digital Marketing Funnels 136

Sales Engine

AUGUST 22, 2016

The content strategist’s job is to develop a deep understanding of the needs, wants, and desires of your target audience so that he or she can create an ongoing narrative that addresses these issues through content. What is their media preferences do they prefer? video, long-form content, graphic etc.)

B2B Thought Leadership 120

B2B Thought Leadership Thought Leadership Content Blogger 120

Sales Engine

DECEMBER 3, 2015

The content strategist’s job is to develop a deep understanding of the needs, wants, and desires of your target audience so that he or she can create an ongoing narrative that addresses these issues through content. What is their media preferences do they prefer? video, long-form content, graphic etc.)

B2B Thought Leadership 120

B2B Thought Leadership Thought Leadership Content Blogger 120

Sales Engine

JULY 14, 2016

Content has clearly crossed a tipping point, as evidenced by how much crap shows up in my inbox and social media feeds. The content you produce must speak very specifically to the high probability pains of that audience, communicated in their language and on their preferred mediums. Let’s look at a real life example.

Lead Scoring 120

Lead Scoring Lead Ranking Content Sales Qualified Leads 120

Sales Engine

JULY 14, 2016

Content has clearly crossed a tipping point, as evidenced by how much crap shows up in my inbox and social media feeds. The content you produce must speak very specifically to the high probability pains of that audience, communicated in their language and on their preferred mediums. Let’s look at a real life example.

Lead Scoring 120

Lead Scoring Lead Ranking Content Sales Qualified Leads 120

Sales Engine

SEPTEMBER 23, 2015

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. For example, lots of media information, good statistics, and scenarios—all pieces that can help the prospect sell it internally if you're talking about a large enterprise purchase of some type.

B2B Thought Leadership 120

B2B Thought Leadership Content Paper Thought Leadership 120

Sales Engine

AUGUST 4, 2016

Attribute #3: Content is available and distributed in multi-media formats Not everyone has the same preferences and habits for content consumption. You’re really going to need have rich content that has been developed for very specific niche audiences and promote heavily through social media, email, and possibly paid search.

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120