Sales Engine

MAY 19, 2016

When a prospect reads an article or watches a video on topic XYZ, as long as you have marketing automation software in place that syncs your website with your CRM, your sales rep can view that activity in the contact’s lead record. How can sales use lead intelligence used to get in front of prospects?

Sales Qualified Leads 159

Sales Qualified Leads B2B Marketing Webinar Metrics Marketing & Strategy 159

Sales Engine

OCTOBER 2, 2015

In fact, there’s not even a series of projects that can be assigned to marketing that’s going to work predictably because not every prospect is going to follow a predetermined, automated sales process—it’s a continuous process that requires shifting on the fly by providing more content to the prospect when they need it.

B2B Sales 120

B2B Sales Paper Fulfillment B2B Marketing 120

Sales Engine

MARCH 31, 2016

In B2B, it’s essential to have a marketing automation system that is fully integrated with a CRM to track digital behavior and create contextual lead intelligence on your prospects. Something that leverages real-time analytics and insights to personalize and automate that customer experience. What does contextual marketing look like?

B2B Sales 120

B2B Sales Process B2B Marketing Automation Services 120

Sales Engine

NOVEMBER 9, 2015

Several years ago, we made some significant investments in marketing after we’d purchased a marketing automation system, and the idea was to gain as much market traction as possible. We were able to achieve over 15,000 hits to our website, and we were being featured in some big national publications.

Sales Qualified Leads 120

Sales Qualified Leads High Quality Lead Conversion Paid Search Agency 120

Sales Engine

JANUARY 11, 2017

Most companies start with buying marketing automation without a solid strategy and underestimate the amount of content they require. Last year, Sales Engine was able to generate 66 percent of our total sales pipeline through a closed-loop demand generation program, and we’re getting similar results for our clients. Sounds good, right?

Demand Generation Agencies 136

Demand Generation Agencies Demand Generation Budget Programs Demand 136

Sales Engine

SEPTEMBER 13, 2017

In addition to providing typical reporting that legacy email and web analytics products provide, demand generation solutions automate the progression of leads through the pipeline so that sales can focus on only the most qualified leads.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Budget Demand Generation Demand 120

Sales Engine

OCTOBER 27, 2015

So whether that’s a Business Development rep making a phone call and leaving a voicemail, or an automated email sent to them containing a link to another piece of content—it must help them along and provide value. If they clicked on an article on topic XYZ, you know that you can continue to nurture that person on topic XYZ. That’s nurturing.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Buy 120

Sales Engine

JANUARY 18, 2016

In short, we did whatever we could to automate as much of the sales process as possible through content marketing. Initial results of these changes included a higher opportunity creation rate (increasing the number of opportunities by a factor of 2x) and closing a total of 84 (way up from 19!).

Top of Funnel 120

Top of Funnel Lead Ranking Marketing Qualified Leads Cost per Lead 120

Sales Engine

MARCH 28, 2016

Unfortunately, they are cutting off a lot of the APIs that allow the tools to automate that so it’s a little bit more manual but it’s worth the effort. We’ve had the best conversion results by reposting blog posts into LinkedIn. That market place is probably a much better fit and there is more flexibility there.

Marketing & Strategy 120

Marketing & Strategy A/B testing Broadcasting Content 120

Sales Engine

DECEMBER 6, 2016

In our experience, here are the top 5 mistakes B2B companies make when trying to build their demand generation engine: #1 Starting with marketing automation Without question, marketing automation tools such as Hubspot, Marketo, Pardot, Eloqua, etc., have changed the way that B2B companies market their products and services.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Paid Search Agency Demand 168

Sales Engine

JULY 5, 2016

The answer: automation. Informative, insightful content must be made available through every possible channel and platform—and the most effective and budget-conscious method of tackling this amount of work is to use marketing automation software. The company will need to redefine roles and introduce new processes.

Work Management 149

Work Management Marketing Automation Services Marketing Management Budget Programs 149

Sales Engine

JANUARY 25, 2016

For most companies, it likely started with marketing automation software, a website makeover, Search Engine Optimization, Pay-per-click advertising, and Customer Relationship Management software. Most of us understand that the world of marketing has changed—B2B has gone digital. But, it hasn’t happened overnight.

Enterprise Management 120

Enterprise Management Marketing Management Marketing Automation Services Sales Qualified Leads 120

Sales Engine

DECEMBER 16, 2015

Do you have measurement platforms in place (such as marketing automation linked with a CRM) to effectively close the loop? With the prevalence of marketing automation systems like Marketo, Hubspot, Infusionsoft, and more, many companies have bought the cart before the horse.

Advertising Agencies 120

Advertising Agencies Budget Programs High Quality Lead Content 120

Sales Engine

MARCH 15, 2017

Marketing automation software alone can be prohibitively expensive, and you still need people to create and run campaigns, manage your database, and close deals. The Second Challenge: Of course, to get the technology and headcount you need, you have to carve out a place in your budget for demand generation.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Resources Demand 120

Sales Engine

APRIL 24, 2018

Today, no marketing automation or email vendor will even allow you to import a purchased list let alone email to it. Not long ago, you could purchase a list of THOUSANDS of prospects and immediately email them your content. It was a fast, simple, effective way to connect with prospects and get your story in front of a large audience.

Paper 159

Paper Planning Marketing Plans Marketing Automation Services 159

Sales Engine

MAY 31, 2016

Marketing automation software alone can be prohibitively expensive, and you still need people to create and run campaigns, manage your database, and close deals. If you bring on multiple full-time employees or hire an agency, costs will add up quickly.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Resources Demand 120

Sales Engine

MARCH 17, 2016

Of course, gathering those insights requires tools like marketing automation software and website analytics, but if you’re using those tools properly, you can have an unprecedented level of visibility into how prospects are engaging with your brand. If you don’t know, then your answer is: Yes, you’re wasting money on branding.

Budget Programs 168

Budget Programs Content Marketing Brand Identity Branding 168

Sales Engine

AUGUST 12, 2016

Now with the rise of content marketing , we’re wondering if salespeople will be replaced—or, in other words, will we be able to automate marketing processes to the point where we can lead people all the way through their buying journey, eliminating the need for sales reps? Print is dead. Cold calls are dead. SEO is dead.

Top of Funnel 136

Top of Funnel Content Marketing Cold Calling Sales Qualified Leads 136

Sales Engine

NOVEMBER 3, 2017

Of course, gathering those insights requires technology tools like marketing automation software and website analytics, but if you’re using those tools properly, you can have an unprecedented level of visibility into how prospects are engaging with your brand.

Brand Identity 149

Brand Identity Branding Budget Programs Marketing Automation Services 149

Sales Engine

AUGUST 15, 2016

Much of today’s content has been automated and collected in CRMs such as Salesforce. A good lead nurturer knows how to find much of this information in their research and, by asking intelligent questions, they can create curiosity with the buyer. Record keeping and CRM knowledge.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120

Sales Engine

DECEMBER 7, 2015

Now with the rise of content marketing , we’re wondering if salespeople will be replaced—or, in other words, will we be able to automate marketing processes to the point where we can lead people all the way through their buying journey, eliminating the need for sales reps? Print is dead. Cold calls are dead. SEO is dead.

Top of Funnel 120

Top of Funnel Content Marketing Cold Calling Sales Qualified Leads 120

Sales Engine

JANUARY 22, 2016

Much of today’s content has been automated and collected in CRMs such as Salesforce. A good lead nurturer knows how to find much of this information in their research and, by asking intelligent questions, they can create curiosity with the buyer. Record keeping and CRM knowledge.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120

Sales Engine

FEBRUARY 11, 2016

Leveraging marketing automation to convert this activity to Marketing Qualified Leads (MQLs). Promoting it through consistent execution of campaigns , both outbound and inbound, leveraging its blog, email, SEO optimized landing pages, and social media.

B2B Thought Leadership 120

B2B Thought Leadership Lead Ranking Thought Leadership Marketing Qualified Leads 120

Sales Engine

FEBRUARY 11, 2016

Leveraging marketing automation to convert this activity to Marketing Qualified Leads (MQLs). Promoting it through consistent execution of campaigns , both outbound and inbound, leveraging its blog, email, SEO optimized landing pages, and social media.

B2B Thought Leadership 120

B2B Thought Leadership Lead Ranking Thought Leadership Marketing Qualified Leads 120

Sales Engine

MARCH 13, 2017

Of course, gathering those insights requires technology tools like marketing automation software and website analytics, but if you’re using those tools properly, you can have an unprecedented level of visibility into how prospects are engaging with your brand.

Brand Identity 120

Brand Identity Branding Budget Programs Marketing Automation Services 120

Sales Engine

AUGUST 19, 2015

Many companies try to solve this problem by purchasing marketing automation systems and retrofitting their marketing departments to generate demand. Salespeople need leads, and it’s marketing’s job to generate them. And yes, the leads must ultimately contribute to revenue—or you’re wasting money.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads MQL Sales Qualified Leads 120

Sales Engine

MARCH 30, 2016

And it requires marketing automation software to execute nurture campaigns efficiently and track results. Getting Started The benefits of lead nurturing are clear, but it’s challenging to implement and manage. It requires you to have compelling content to offer in the first place. Dave Wolpert, Chief Content Officer.

Lead Nurturing 136

Lead Nurturing Marketing Qualified Leads Lead Ranking Top of Funnel 136

Sales Engine

JULY 21, 2016

Combine all that with marketing automation that links your website with your CRM so that your sales team has the lead intelligence to know who’s clicked on what, what content is being consumed, and at what frequency, and suddenly you’ve identified the very best prospects that sales should be doing their business development work with.

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

JULY 21, 2016

Combine all that with marketing automation that links your website with your CRM so that your sales team has the lead intelligence to know who’s clicked on what, what content is being consumed, and at what frequency, and suddenly you’ve identified the very best prospects that sales should be doing their business development work with.

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

MAY 12, 2016

Of course, gathering those insights requires technology tools like marketing automation software and website analytics, but if you’re using those tools properly, you can have an unprecedented level of visibility into how prospects are engaging with your brand.

Top of Funnel 120

Top of Funnel Brand Identity Branding Budget Programs 120

Sales Engine

JUNE 9, 2016

Having continuity of subject matter enables your sales team to get into conversations because they have an idea about what the problems in that companyare, assuming that you’ve integrated a marketing automation system with your CRM.

Top of Funnel 120

Top of Funnel Content Marketing Digital Marketing Funnels Lead Ranking 120

Sales Engine

AUGUST 23, 2016

There’s not even a series of projects that can be assigned to marketing that’s going to work predictably because not every prospect is going to follow a predetermined, automated sales process— it’s a continuous process that requires shifting on the fly. You can’t get there by assigning some new projects to marketing.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

Sales Engine

AUGUST 16, 2016

But the reality is that some of this process can be automated, and some can't, and one of the biggest reasons for this is that when we do find something that works predictably, others jump on the bandwagon and muddy the waters—much like what we’re seeing now with content marketing.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

OCTOBER 8, 2015

There’s not even a series of projects that can be assigned to marketing that’s going to work predictably because not every prospect is going to follow a predetermined, automated sales process— it’s a continuous process that requires shifting on the fly. You can’t get there by assigning some new projects to marketing.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

Sales Engine

APRIL 13, 2016

Y our marketing automation system isn’t tied properly to a CRM for lead intelligence. And typically, commissioned sales people give up after 3 or four tries, and that’s just not enough in today’s sales environment.

Top of Funnel 136

Top of Funnel Content Marketing Lead Ranking Digital Marketing Funnels 136

Sales Engine

AUGUST 14, 2015

You’ve been writing some blogs and white papers, using marketing automation to assist in your distribution, and you’re getting some traction—but it’s not enough. Many companies start by purchasing expensive marketing automation tools, and then see what marketing skills they have in-house that they can now task with demand generation.

Demand Generation Agencies 120

Demand Generation Agencies Demand Demand Generation Marketing Automation Services 120

Sales Engine

AUGUST 22, 2016

Most B2B companies have stuck a toe in the content marketing water by shifting some of their resources to generate white papers, thought-leadership articles, infographics, and video— primarily for use in the marketing automation systems that they’ve purchased.

B2B Thought Leadership 120

B2B Thought Leadership Thought Leadership Content Blogger 120