ViewPoint

JANUARY 26, 2012

Outbound telemarketing The telephone is the Swiss Army knife in the B-to-B marketer’s backpack: a flexible, personal, dependable resource with infinite applications. The DMA’s 2010 Response Rate Report reported a healthy 1.68% response rate to B-to-B prospecting letter mail and 2.18% to its cheaper cousin, postcard mail.

B to B 120

B to B netFactor Media SEM 120

Biznology

NOVEMBER 27, 2013

B2B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size, and job role/title. My colleague Bernice Grossman and I recently conducted a new study indicating that B2B marketers now have the opportunity to target prospects more efficiently than ever before.

Lead Ranking 80

Lead Ranking Marketing Management B to B Lead Scoring 80

Biznology

JULY 12, 2018

Stevens about the key B to B marketing trends you need to pay attention to right now. You’ll find out what’s trending in content, account-based marketing, prospecting data, predictive modeling, social data, influencer marketing, and more. Mike Moran interviewed marketing consultant and author Ruth P.

Trends 141

Trends B2B Marketing B to B BtoB 141

markempa

JUNE 27, 2006

« Podcast: Interview on the Cullinane & Green Report | Main | Time with Best Selling Author Bryan Eisenberg » The B2B Lead Generation Blog Wins Best B-to-B Marketing Blog in MarketingSherpas Readers Choice Awards Thank you all for voting! I won the best B-to-B Marketing Blog in MarketingSherpas Readers Choice Awards!

B to B 120

B to B Lead Generation B2B Marketing Generation 120

markempa

AUGUST 15, 2006

« Webinar: Lead Generation Strategies for the Complex Sale | Main | E-books: A Hip and Stylish Younger Sibling to the Nerdy Whitepaper » Speaking at MarketingSherpas B-to-B Demand Generation Summit 2006 Im speaking at MarketingSherpas Demand Generation Summit being held in Boston and SF this fall.

B to B 120

B to B Demand Generation Agencies Demand Generation Lead Generation 120

ViewPoint

FEBRUARY 8, 2017

So what can b-to-b companies do to get back on track? Instead, reach out proactively and engage the prospect early on in the buying cycle. Invest the time to understand the unique needs of your prospect before you ask them to invest in your products or services. Create value.

B to B 120

B to B Cost per Lead Marketing Automation Services Inbound Marketing 120

eTrigue

DECEMBER 2, 2021

Not surprisingly, savvy marketers are embracing the concept because they see how it can help them drive consistent demand, whether they represent the corporation, a business unit or region. What’s Driving this Change? Since customers set the cadence of the buying cycle, marketers must be able to respond with the right information at the right time.

Demand 78

Demand Sales Qualified Leads Marketing Automation Services B to B 78

MLT Creative

JUNE 16, 2010

Are you targeting in-house prospects, or a rented list? If your budget will not allow for big-ticket items, free trials or even introductory discounts, think about free information or content you can offer (this is especially effective in B-to-B). Current or inactive customers? Senior VPs or CEOs? Teenagers or housewives?

B to B 40

B to B Direct Marketing Campaigns Advertising Agencies 40

ViewPoint

MAY 23, 2011

Business marketers are always suspicious of the data they are getting from list and data companies, whether its prospecting lists or data elements purchased for “append,” to fill in gaps. In case you are not familiar with this new way to buy prospecting data, let me provide some background. Is the data correct?

Resources 120

Resources B to B Work Management Marketing Management 120

ViewPoint

MARCH 6, 2014

Companies try to dutifully engage with customers and prospects on all the main social channels, plus as many of the secondary ones as possible. B-to-b marketers have had issues with Facebook for a while, but what accounts for the poor evaluation of LinkedIn, a perennial b-to-b darling? And YouTube in 10th place?

Paid Content 120

Paid Content Social Media Customer Surveys Paid Search Agency 120

Biznology

FEBRUARY 28, 2014

Are you hounded by email pitches offering access to all kinds of prospective business targets? B2B Marketing Market Research Offline Marketing Slider B-to-B marketing B2B marketing B2B sales customer acquisition Data data hygiene data sources database marketing email marketing prospecting' (Photo credit: Tim Morgan).

B to B 80

B to B Data Hygiene Marketing Management B2B Sales 80

ViewPoint

AUGUST 1, 2011

Getting b-to-b sales and marketing to align more closely has driven even the most capable business leaders crazy for years. When properly developed, they bind a number of functions to one another around a common goal: The creation and movement of better-qualified prospects through the demand waterfall.

Lead Management 120

Lead Management Work Management Sales Qualified Leads Marketing Management 120

Biznology

DECEMBER 5, 2014

These marketers can eliminate the old “spray and pray,” and focus all their attention and investment in a finite universe of prospects and current customers. They have spent a few years building a database of the 6,000 accounts they already do business with in North America, plus another 6,000 prospective accounts. What a luxury!

B to B 80

B to B Banner Ads Banners Paid Search Agency 80

Biznology

JANUARY 23, 2012

One problem that plagues B-to-B sales and marketing is coming up with relevant, timely messages for nurturing customer relationships. The relentless challenge of creating new content is one of the most common impediments to long-term communications success for B-to-B marketers. Image via Wikipedia. How about you?

B to B 80

B to B Marketing Management Video Marketing Trade Show 80

Biznology

APRIL 2, 2015

Sure, you can have a special offer, but it will be part of your never-ending interaction with customers and prospects, across multiple platforms.”. B2B Marketing B-to-B marketing B2B marketing database marketing marketing technology predictions real-time marketing' That means no more campaigns. The merging of B2B and B2C.

B2B Marketing 80

B2B Marketing B to B Marketing Management Paid Search Agency 80

ViewPoint

FEBRUARY 24, 2016

Is 60-70% of the buying process over before prospects want to engage with a salesperson? Is 60-70% of the buying process over before prospects want to engage with a salesperson? From Julie Schwartz, ITSMA, January, 2016: "It’s widely believed that 60-70% of the buying process is over before prospects want to engage with a salesperson.

Lead Ranking 149

Lead Ranking Demand Generation Agencies Account Based Marketing Paid Search Agency 149

markempa

OCTOBER 1, 2008

The true value of lead nurturing comes from the technique of staying in touch with prospects while providing them with the relevant information as they move through the evaluation and buying process. Most prospects go through a variety of interest levels in your brand. But, how do you get that delicate balance just right?

Lead Nurturing 120

Lead Nurturing B to B Sales Qualified Leads Telemarketing 120

markempa

APRIL 24, 2009

Here’s what they are looking for: B-to-B marketers to present Case Studies on real-life tests and tactics in demand generation. Marketers should work for an organization that does not target marketers as primary prospects. Experienced B2B marketers who want to present will need to submit speech proposals by May 21, 2009.

Demand Generation Agencies 120

Demand Generation Agencies Case Study Case Studies Demand Generation 120

Smashmouth Marketing

NOVEMBER 6, 2013

RichardEldh: The relationship with our clients and our prospects is as much digital as it is face to face, if not more. siriusdecisions: @Marisa_Kopec "Understanding buyer personas is where b-to-b meets b-to-c" [link]. I''ll be adding notable thoughts, quotes, and tweets to this article during the two days, so come back!

B to B 100

B to B Buyer Personas Budget Programs Rules 100

ViewPoint

SEPTEMBER 15, 2011

Today, ten or so years after the onset of online lead generation in the B-to-B sector, the scientist, not the lucky prospector, is the one who will win. At Ariba, we work really hard to engage prospects, provide access to the right assets at the right time and take their cues on appropriate next steps.

Online Lead Generation 120

Online Lead Generation Lead Generation Lead Ranking Generation 120

Biznology

MARCH 23, 2018

The result: you get higher quality prospects, with higher conversion rates and at lower cost than traditional outbound marketing. Did you know that both Google and Facebook use dear old direct mail for cold prospecting in their ad sales businesses? Budgets continue to shift to digital channels. But hold on. I’ve seen actual samples.

B2B Marketing 190

B2B Marketing Work Management Marketing Management Opt-out 190

ViewPoint

JUNE 7, 2016

Jay writes: “A formal lead acceptance process (see Truth 6 in this blog series outlining the importance of having a judicial branch in place) is important in b-to-b demand creation for four reasons: Avoiding lead oblivion. a sales rep reports, ‘I called the prospect three times. Gain sales acceptance. SAL lead distributed.

Sales Qualified Leads 120

Sales Qualified Leads Lead Ranking Marketing Qualified Leads PointClear 120

markempa

JANUARY 28, 2010

Find Prospects That Look Like Your Target. Read Target Your B-to-B Lead-Gen Efforts by Vertical and Job Title. Hopefully, it will prompt you too. Here's a quick summary of Goodman's 6 steps:  Do Your Homework. Determine Your Target's Pain Points. Gather Sales Support Assets. Create a Destination of Information.

Verticals 120

Verticals Ideal Customer Profiles Lead Generation B to B 120

The Point

DECEMBER 16, 2013

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”. Virtually none. I doubt it.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

ANNUITAS

SEPTEMBER 15, 2015

According to the SiriusDecisions B-to-B Marketing Automation Study from 2014, there are nearly 11 times more B2B organizations using marketing automation now than in 2011. Failing to do this before launching a program will ensure that your emails land directly in the spam folder, or worse, not even reach your prospects at all.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Demand Generation Agencies 100

Leadspace

NOVEMBER 5, 2015

Specificity Over Scale: The Future of B-to-B Sales, Marketing and Product Technology. With trends like Account-Based Marketing taking hold, marketers are making strides towards micro-targeting efforts and focusing on microsegments of prospects. Analytics: Proficiency and Application in B-to-B Sales, Marketing and Product.

B to B 48

B to B B2B Marketing Account Based Marketing B2B 48

Biznology

APRIL 25, 2012

Event marketing has long been a staple in B-to-B, where the face-to-face conversation enabled by a trade show or corporate event plays a valuable role in launching or deepening a business relationship. Getty Images via @daylife. I’ve been keeping an eye on some of the new developments, and happily share a few here. .

Event Marketing 80

Event Marketing B to B Planning Webinar Metrics 80

The ROI Guy

FEBRUARY 19, 2018

The ability to go beyond a solution or challenger selling approach, a canned POV or PowerPoint, to discovering and articulating value is vital to convincing, and this means you have to tell a better personalized value story, quantify the value and competitive advantage uniquely, and de-risk the decision for your prospect.

B to B 53

B to B Aggregators Sample Click Rate 53

Biznology

MAY 22, 2017

They are not just focused on prospecting, like the CAN-SPAM and Do Not Call regulations in the U.S. But apparently it does not always mean that you must get GDPR compliance in advance to make cold contact with prospects. Most EU prospecting data—email and direct mail lists—already include opt-in permissions. Linnette J.

Privacy 139

Privacy Data Hygiene Marketing Management Paid Search Agency 139

markempa

MAY 28, 2009

A recent study of B-to-B buyers shows that sales people who become trusted advisors and understand the needs of economic buyers are 69% more likely to come away with a sale! You’ll need to keep your prospect company along the way, all the while building trust through an honest relationship. Now, walk the path WITH your customer.

Lead Nurturing 120

Lead Nurturing Buy B to B Leads 120

markempa

FEBRUARY 23, 2006

» Marketing That Reaches Decision Makers In Big Companies I was quoted in an article on B-to-B marketing in Marketing News, a publication of the American Marketing Association. Critical Success Factor #9 Effectiveness 8 Critical Success Factors for Lead Generation 2.0 based sales qualifying service InTouch Inc.,

Lead Generation 120

Lead Generation Sales Qualified Leads B to B Paid Search Agency 120

Stevens & Tate

JUNE 20, 2019

Gartlan and Wagner join the speaker line-up with decades of marketing experience in manufacturing and B-to-B marketing at North America’s Largest Metal Forming, Fabricating, Welding and Finishing Event. The national event is being held from November 11-14, 2019 at the McCormick Place in Chicago, IL.

Peer-to-peer 40

Peer-to-peer Advertising Agencies Features B to B 40

Biznology

MARCH 26, 2012

The secret is coming up with an offer that attracts qualified prospects, to maintain conversion rates—instead of bringing in tire-kickers who are only interested in getting a quick deal, and won’t actually buy. Have you come up with a compelling offer to motivate quality responses in B-to-B search engine advertising? Free trial.

Search Marketing 80

Search Marketing B to B Marketing Management Adwords 80

markempa

SEPTEMBER 4, 2007

Some of the other topics include: New B-to-B Search Marketing; Maximizing White Papers, Ezines Webinars & Podcasts; Marketing to Fortune 500; Video, Viral & Web 2.0 B-to-B Marketing; How to Measure & Manage Leads and more. B-to-B Marketing; How to Measure & Manage Leads and more.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Lead Generation Demand 120

Biznology

NOVEMBER 5, 2018

Businesses think email is their best prospecting tool. I just got off the phone with a data scientist in Bangalore who was complaining how he digs up high value prospective accounts, and his clients blast them with email, get no results and then blame him. But they’re not. Because buyers want to keep their good things to themselves.

B2B Marketing 151

B2B Marketing Peer-to-peer Data Hygiene B2B 151

ViewPoint

OCTOBER 6, 2015

There are technologies that help us score not just "leads" but accounts, to prioritize focus and follow up in a way that really reflects complex b-to-b buying. direct mail, personalized tele-prospecting outreach).”. direct mail, personalized tele-prospecting outreach).”. Complete ABM is not a black box at all.

Account Based Marketing 120

Account Based Marketing Lead Generation Lead Ranking Lead Scoring 120

Webbiquity

JUNE 17, 2014

But the increased availability of data means vendors are also more knowledgeable about what matters to buyers, how they conduct research, which content resonates with prospective customers (and what types of content fall flat), how to refine and act on key measures and metrics, and most importantly, how decisions are ultimately made.

Sales Management 100

Sales Management Work Management Marketing Management B2B Marketing 100