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

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

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

You may make a sale cold calling, but your BEST most profitable sales will come from relationships - and whether that’s done in person or digitally through social selling is irrelevant - it’s the same process with the same effect. Social selling is the new black, and time MUST be allocated to get to both customers and prospects online.

Cold Calling 120

Cold Calling Allocation Youtube Internet Marketing 120

Sales Engine

JANUARY 25, 2016

I don’t care if it’s email, social media, cold calling, or direct mail… Any of these methods are going to have relatively low response rates. And none of this means AMEX doesn’t still monetize the value of this audience by selling cards. It all starts with your audience. In the case of Redbull, their audience loves video.

Enterprise Management 120

Enterprise Management Marketing Management Marketing Automation Services Sales Qualified Leads 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

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. That includes the importance of mobile, social, and video. Sree Sreenivasan, Chief Digital Officer, Metropolitan Museum of Art.

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. That includes the importance of mobile, social, and video. I’d gladly trade lots of audience for influence—because that’s what marketing is.

B2B Marketing 120

B2B Marketing Paid Search Agency B2B Storytelling 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

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

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.,

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency 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. Regardless of whether you’re using email, social media, cold calling, or direct mail, all of these communication methods are going to have relatively low response rates. Engagement thins as volume grows.

Webinar Metrics 120

Webinar Metrics Marketing & Strategy Content Paper 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

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.,

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.,

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

MARCH 3, 2016

We’ve [added people] into our social media content, our videos that we do for our listings, and our print publications. Assembling a Team of All-Stars To meet his aggressive content marketing initiatives, Spangler assembled a team with specialized skill sets in media production. “We

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 120

Sales Engine

MARCH 3, 2016

We’ve [added people] into our social media content, our videos that we do for our listings, and our print publications. Assembling a Team of All-Stars To meet his aggressive content marketing initiatives, Spangler assembled a team with specialized skill sets in media production. “We

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 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

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

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

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

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

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

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

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

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. Some people will prefer email, where others may rely on social media.

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. Some people will prefer email, where others may rely on social media.

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120