Sales Engine

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How important is contextual content in the B2B sales process?

Sales Engine

In a B2B context, that means that content marketers must stop thinking in terms of fragmented, segmented tactics and view the buyer’s journey holistically, unbound by an imperative to stick to only one approach. It’s the only way to effectively monitor and nurture each lead through the complex B2B buying journey.

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Sales Vikings vs. Marketing Baby Birds

Sales Engine

Eighty-five percent of B2B phone calls go to voicemail and are never returned. People are 60 to 90 percent through their buying cycle before they talk to a sales rep. They don't do that anymore. It's up to marketing to produce the marketing qualified leads to get turned over to sales. That’s a big, big burden on marketing.

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I noticed you read my blog, do you want to buy from me?

Sales Engine

Start with the assumption that it’s not possible to know where that individual is in their buying journey. It’s also not possible to know whether that person is on a buying committee, and whether they are in a buying cycle. Maybe the person is a leader in the committee and they’re early in the buying process.

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Content Marketing: Now Serving Freshly Squeezed SEO Juice

Sales Engine

Buy accounting software”—okay, so now I understand this person’s intent a little more, and we start to get an idea of where the prospect might be in the buying cycle. Now what if we add “Buy SaaS-based accounting software”? Do you see why this is a marketing strategy and not an SEO strategy?)

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The B2B Content Marketing ROI You Should Care About.

Sales Engine

Measuring content marketing’s return on investment in B2B companies can be a complex calculation, especially if your solution is expensive, requires committee-based decisions, and has long and unpredictable sales cycles. Are they even qualified to buy from you in the first place? How committed are they to solving the problem?

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B2B Sales Cannot Live on Inbound Alone

Sales Engine

However, most B2B companies haven’t been able to supply enough leads through their inbound efforts to make sales quotas and hit revenue growth targets. Successful B2B marketers are combining inbound approaches with outbound methods to build long-term relationships with prospects. Use whatever works for you and helps you make money.

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The B2B Marketing Metrics That Matter the Most

Sales Engine

The buying cycle may only be three months long, but it can take much longer than that to become cash flow positive—especially if your customers don’t pay their bills on time.