Sales Engine

MARCH 28, 2016

Demand generation requires a complete marketing program that not only attracts prospects to your website, but also converts them into leads, nurtures them over time through their own buying journey, and assists the consultative sales person to close. Content itself does generate leads. Very important.

Marketing & Strategy 120

Marketing & Strategy A/B testing Broadcasting Content 120

Sales Engine

JUNE 14, 2018

In the not-so-distant past, scaling a B2B company meant hiring more sales people that were responsible for all their own business development. This model does, however, assume that you’ve also shifted resources into demand generation on the front end. On paper, the numbers supported it.

Top of Funnel 120

Top of Funnel Lead Ranking Paid Search Agency Content Marketing 120

Sales Engine

MARCH 15, 2017

What is Demand Generation? Demand generation is about creating a presence in the minds of your prospective buyers. Demand generation is not a one-off initiative that you work on for a period of time, launch, and forget about. In fact, demand generation not only requires discipline, it is a discipline.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Resources Demand 120

Sales Engine

OCTOBER 16, 2015

The answer is critical for anyone in B2B marketing today. B2B content marketing today is really about generating leads for sales by replacing the one-to-one conversations that salespeople used to be able to get more predictably. Demand More from Today’s B2B Marketer. ( B2B Marketing Blog RSS.

Content Marketing 120

Content Marketing Lead Ranking Content Marketing & Strategy 120

Sales Engine

OCTOBER 2, 2015

But what about the B2B marketer? If you haven’t restructured your marketing into lead generators for sales, you’re behind. If you haven’t restructured your marketing into lead generators for sales, you’re behind. Marketing’s new role is to generate leads for salespeople. When does their quota start?

B2B Sales 120

B2B Sales Paper Fulfillment B2B Marketing 120

Sales Engine

MAY 31, 2016

Demand generation is about creating a presence in the minds of your prospective buyers, connecting them with your brand as a solution for specific problems, and ultimately about being on their short list when they’re ready to purchase. This perpetual nature that demand generation requires is what makes it so difficult.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Resources Demand 120

Sales Engine

JULY 7, 2016

In the not-so-distant past, scaling a B2B company meant hiring more sales people that were responsible for all their own business development. This model does, however, assume that you’ve also shifted resources into demand generation on the front end. On paper, the numbers supported it.

Top of Funnel 120

Top of Funnel Lead Ranking Paid Search Agency Content Marketing 120

Sales Engine

AUGUST 24, 2015

Where these goals are important, they place second and third to the ultimate goal of content marketing—to generate leads and increase revenue. Content plays a critical role in the new world of demand generation, and it goes way beyond branding and thought leadership. Yes, it helps you build credibility.

Demand Generation Agencies 120

Demand Generation Agencies RFP Thought Leadership Paid Search Agency 120

Sales Engine

DECEMBER 21, 2015

But how much content do we actually need to generate the results we want? In the B2B space, the number-one goal of most content marketers is to generate leads for their sales team. The message we should take away from Redbull is that, even when it comes to B2B lead generation , content marketing is not an event or a campaign.

Budget Programs 120

Budget Programs Work Management Marketing Management Allocation 120

Sales Engine

NOVEMBER 12, 2015

Companies still need to sell to generate more revenue, right? Demand More From Today's B2B Marketer. That means deleting email pitches. The Internet is crushing a sales rep’s ability to get in front of prospects. So what is a sales rep to do? Give Marketing a Quota I Noticed You Read My Blog, Do You Want To Buy From Me?

Cold Calling 120

Cold Calling Allocation Youtube Internet Marketing 120

Sales Engine

OCTOBER 27, 2015

More Related Posts from Sales Engine: Demand More from today's B2B Marketer Feeding Sales is a Process, Not a Project Content Marketing Requires the Mindset of a Publisher. The play is then to tap into your content library and share other content on the same topic to further nurture them down the process.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Buy 120

Sales Engine

SEPTEMBER 1, 2015

I predict that B2B companies that don’t embrace this new marketing direction in a big way will face serious revenue challenges in the future. As a side note, I know many top performing sales reps that would not even consider a position in a company that wasn’t generating at least half of their leads from marketing.

Content Marketing 120

Content Marketing Cold Calling Lead Ranking Marketing 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. If you’re B2B, there’s only one place they can buy—and that’s from you. Not that there isn’t branding and awareness value in these projects.

Demand 120

Demand B2B Marketing B2B Trade Show 120

Sales Engine

OCTOBER 23, 2015

They based their findings on overall number of page views, leads generated through form conversions, and new subscribers to their blog. Companies that had achieved that level of library generated 3 to 4 times more leads on a monthly basis compared to companies that fall below that threshold. So what’s the conclusion to post frequency?

Social Media 120

Social Media Media Long Tail Marketing Hubspot 120

Sales Engine

FEBRUARY 6, 2017

It's likely that your sales department isn't the root of your demand generation problem at all. Demand generation was once the responsibility of Sales. Today, however, demand generation begins online, and the buying process is directed by the buyer.

Lead Generation 120

Lead Generation Sales Qualified Leads Generation Demand Generation Agencies 120

Sales Engine

NOVEMBER 9, 2015

The first key to making this work is hiring a marketing leader that has his/her effectiveness ratings tied to lead generation and revenue growth— similar to a commissioned sales person. Generating leads requires creation of lots of quality, long-form content. What happens when you make this shift?

Sales Qualified Leads 120

Sales Qualified Leads High Quality Lead Conversion Paid Search Agency 120

Sales Engine

SEPTEMBER 25, 2015

If you think about the traditional sales funnel, marketing established the brand and generated awareness through a series of projects and campaigns. But now, the internet is crushing a sales reps ability to generate their own leads. The sales rep could easily fill their calendar with appointments leveraging off of that branding.

Top of Funnel 120

Top of Funnel Lead Ranking Thought Leadership Demand Generation Agencies 120

Sales Engine

AUGUST 25, 2015

A PR Firm might be able to get it done, but it will take a long time and cost a lot because you’re essentially paying them to become enough of an expert on your subject matter where they can generate the content and represent it to media outlets.

Video Marketing 120

Video Marketing Marketing Management Copywriting PR 120

Sales Engine

OCTOBER 1, 2015

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. But we certainly do want to know how many unique visitors you’re generating month-to-month and where are they coming from.

Top of Funnel 120

Top of Funnel Sales Qualified Leads B2B Marketing Marketing Qualified Leads 120

Sales Engine

JULY 21, 2016

Where most B2B companies are investing in content marketing , less than a quarter are satisfied with their return. That’s what a lead generation strategy is really all about. So what are the building blocks of a lead generation strategy?

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

JULY 21, 2016

Where most B2B companies are investing in content marketing , less than a quarter are satisfied with their return. That’s what a lead generation strategy is really all about. So what are the building blocks of a lead generation strategy?

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

MARCH 17, 2016

I’m sure I don’t have to tell you that today’s B2B sales cycle has changed, mostly because people are shopping for solutions on their own through the internet, and they don’t think they need to talk to salespeople. How much revenue was generated? Of those who consumed a piece of your content: How many downloads turned into leads?

Budget Programs 168

Budget Programs Content Marketing Branding Brand Identity 168

Sales Engine

NOVEMBER 3, 2017

Once upon a time, branding was an indispensable part of a company’s success in B2B sales. Today’s B2B Sales Cycle This B2B dynamic has changed, however. To make B2B sales today, you have to have a variety of content, distributed in a variety of ways, to create and deepen the awareness needed to bring buyers closer to the sale.

Branding 149

Branding Brand Identity Budget Programs Marketing Automation Services 149

Sales Engine

JULY 5, 2016

These aggressive approaches to traditional lead-generation tactics are not as effective anymore because buyer behavior has changed, and therefore, breaking through plateaus requires changing your overall customer acquisition strategy. In our experience, 94% of B2B sales calls go to voice mail, most of which are never returned.

Work Management 149

Work Management Marketing Automation Services Marketing Management Budget Programs 149

Sales Engine

MAY 12, 2016

Once upon a time, branding was an indispensable part of a company’s success in B2B sales. Today’s B2B Sales Cycle Has Changed These days, buyers aren’t returning phone calls from anyone—great branding or not. But it’s not the main goal of today’s demand generation engine fueled by content marketing.

Top of Funnel 120

Top of Funnel Branding Brand Identity Budget Programs 120

Sales Engine

MARCH 13, 2017

Once upon a time, branding was an indispensable part of a company’s success in B2B sales. Today’s B2B Sales Cycle This B2B dynamic has changed, however. To make B2B sales today, you have to have a variety of content, distributed in a variety of ways, to create and deepen the awareness needed to bring buyers closer to the sale.

Branding 120

Branding Brand Identity Budget Programs Marketing Automation Services 120

Sales Engine

APRIL 13, 2016

Just because B2B companies are investing heavily in content marketing doesn’t mean that they’re successful at generating the leads they need for business growth. Additionally, 85% of the companies surveyed indicate that lead generation and sales growth was their primary objective for greater investments. That’s a big disconnect.

Top of Funnel 136

Top of Funnel Content Marketing Lead Ranking Digital Marketing Funnels 136

Sales Engine

OCTOBER 8, 2015

For decades, the B2B marketer has been a manager of projects. The world has changed, and the internet is now crushing a sales rep’s ability to generate their own leads. So, marketing’s new role as lead generators for sales requires more than just project management and stellar execution.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

Sales Engine

APRIL 7, 2016

Sales and marketing alignment has been overused because many B2B companies are still operating with an outdated model where marketing builds branding and awareness and sales books appointments. Marketing needs to understand that their job is to generate leads for sales.

Lead Ranking 136

Lead Ranking Marketing Qualified Leads Sales Qualified Leads MQL 136

Sales Engine

AUGUST 19, 2015

Chitnis says that most marketing organizations will commit to generating a number of MQLs, but they are essentially useless beyond the marketing department, and that if the sales team doesn’t believe that they have the right targets, they won’t follow up. Salespeople need leads, and it’s marketing’s job to generate them.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads MQL Sales Qualified Leads 120

Sales Engine

AUGUST 16, 2016

What does a perfect world B2B sales process look like? For me, that looks like marketing generating enough qualified leads so that most of my time is spent having productive sales conversations. The idea of marketing one-to-many is on the decline. Mass marketing is out, mass media is in. Think of it like a news room.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

AUGUST 14, 2015

But that hasn’t stopped them from tasking you to create a demand generation engine—and on a limited budget, of course. This is the demand generation dilemma , and it’s far too common in today’s B2B company. So what are your options?

Demand Generation Agencies 120

Demand Generation Agencies Demand Demand Generation Marketing Automation Services 120

Sales Engine

SEPTEMBER 2, 2015

If it’s just there for entertainment, you are using content for branding, not lead generation—and that, of course, requires a bit more thought. And most importantly… does your content have a point? Or is it just there to entertain and engage? Let’s talk about your map.

Marketing & Strategy 120

Marketing & Strategy Demand Generation Agencies Content Marketing Agencies 1 120

Sales Engine

NOVEMBER 6, 2015

But B2B companies have found success in content marketing , and they’re upping the ante. When marketing provided “air cover”, sales reps used to be able to generate their own leads. But as most of you know, the world has changed, and the internet is crushing a sales rep’s ability to generate their own leads.

Top of Funnel 120

Top of Funnel Lead Ranking Marketing Qualified Leads Digital Marketing Funnels 120

Sales Engine

SEPTEMBER 23, 2015

If you’re just starting out with content marketing and need to generate traffic to your site, it probably makes sense to have most of your content un-gated so you can build some following and brand awareness. We need them to generate leads for salespeople —and conversion mechanisms are the only way.

B2B Thought Leadership 120

B2B Thought Leadership Content Paper Thought Leadership 120

Sales Engine

OCTOBER 6, 2015

Company blogs serve as the cornerstone of most successful content marketing programs , and they are a great place to get started if you’re making the shift to marketing as a lead generator for sales. They know that the content that’s generated there is much more organic. But that’s not even the most important reason.

Content 120

Content Advertising Mediums B2B Sales Paid Search Agency 120