Sales Engine

OCTOBER 16, 2015

You absolutely have to trust that your content strategist has your best interests at heart, and that they are always thinking about how to better engage the readership. Publishers spend a lot of time thinking about the best placements for articles, not only to improve the reader experience but also to ensure they see the advertisements.

Content Marketing 120

Content Marketing Lead Ranking Content Marketing & Strategy 120

Sales Engine

AUGUST 24, 2015

They went to trade shows and gave away trinkets in exchange for business cards. On the buyer side, when a company was evaluating for a business commodity or a piece of software, they would talk to an analyst and find out who the top vendors were. Yes, it helps you build credibility. Yes, it helps establish you as a thought leader.

Demand Generation Agencies 120

Demand Generation Agencies RFP Thought Leadership Paid Search Agency 120

Sales Engine

MARCH 28, 2016

From a content marketing standpoint, for our business (Conversion Sciences) we currently rely on little to no outbound marketing to drive demand. Of course, we all do content marketing to get business, but search engine ranking should really be the primary metric and this strategy actually hurt our rankings. That’s what got published.

Marketing & Strategy 120

Marketing & Strategy A/B testing Broadcasting Content 120

Sales Engine

FEBRUARY 25, 2016

As Sanjay Dholakia, CMO at Marketo, says in that same webinar, marketing is "business to human" at the end of the day, and it's vital to keep in mind that people are people, "human beings whether they're buying pants, a car or software for their business."

Acquisitions 149

Acquisitions Webinar Metrics Marketing & Strategy Marketing Automation Services 149

Sales Engine

AUGUST 22, 2016

How First Rate Uses Thought Leadership Content to Grow the Business Having the same brand since their start in 1991, First Rate knew they had to make some major changes if they were going to compete effectively and grow in today’s digital era. People outside of our organization don’t understand our business and the technology we have and use.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Generation 120

Sales Engine

AUGUST 22, 2016

How First Rate Uses Thought Leadership Content to Grow the Business Having the same brand since their start in 1991, First Rate knew they had to make some major changes if they were going to compete effectively and grow in today’s digital era. People outside of our organization don’t understand our business and the technology we have and use.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Generation 120

Sales Engine

AUGUST 13, 2015

The series, which is hosted by TechnologyAdvice’s Josh Bland, explores a variety of business and technology landscapes through conversations with industry leaders. Spend your money upstream, right up the sales pipeline, generate demand, nurture business leads. They can't do it on their own. People can just latch onto them better.

Lead Ranking 120

Lead Ranking Storytelling Marketing Qualified Leads Sales Qualified Leads 120

Sales Engine

FEBRUARY 25, 2016

As Sanjay Dholakia, CMO at Marketo, says in that same webinar, marketing is "business to human" at the end of the day, and it's vital to keep in mind that people are people, "human beings whether they're buying pants, a car or software for their business."

Acquisitions 120

Acquisitions Webinar Metrics Marketing & Strategy Marketing Automation Services 120

Sales Engine

JANUARY 18, 2016

During uncertain economic conditions, business leaders are often forced to shift budgets amongst growth centers in the business. Specifically, are dollars best spent on sales or marketing? They realized that this was not the market that was going to grow their business. But how do you know where to invest?

Top of Funnel 120

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

Sales Engine

JANUARY 25, 2016

It's not that buyers ever wanted to talk to sales reps, but it was the only way they could learn about best practices and solutions available in the market. If you’re in the credit card business, what’s the old fashion way to be come a market leader? Most of us remember a day when sales reps used to be able to generate their own leads.

Enterprise Management 120

Enterprise Management Marketing Management Marketing Automation Services Sales Qualified Leads 120

Sales Engine

OCTOBER 27, 2015

Before we get into best practices on content marketing follow-up, Marketing and Sales must be on the same page regarding their lead definitions. They will engage with you only at the point that they have identified a problem that they want to fix, and believe that you might have a solution worth talking about.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Buy 120

Sales Engine

MARCH 31, 2016

Sharma concludes that, “As businesses start producing more content than ever, it’s going to become important to find ways to get that content in front of the right people. This analysis can tell you things like: Which content performs the best, so you can promote and distribute that content accordingly.

B2B Sales 120

B2B Sales Process B2B Marketing Automation Services 120

Sales Engine

JANUARY 14, 2016

What photos, graphics and video will best illustrate your piece? Think of the headline – what key words need to be in there for the best organic search results? Send what’s now the best content piece you can produce to your client, who likely will rework it. Talk about the best content you watched or read in the last week.

Planning 120

Planning Content Marketing Best Practices Content 120

Sales Engine

MARCH 3, 2016

What I think the real magic of Compass is that we’re bringing mindsets and different expertise from the world’s best industries [and applying them] to the problem of real estate.” These are the best and brightest in the industry, so I have direct lines of communication with those individuals.

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 120

Sales Engine

MARCH 3, 2016

What I think the real magic of Compass is that we’re bringing mindsets and different expertise from the world’s best industries [and applying them] to the problem of real estate.” These are the best and brightest in the industry, so I have direct lines of communication with those individuals.

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 120

Sales Engine

JUNE 23, 2016

From that number, you can work your way backwards to figure out where marketing dollars would be best spent in your situation. If it costs you more to acquire a customer (CAC) than that customer will bring in over the time they do business with you (CLV), then you are doing something wrong (more on that later).

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Top of Funnel 120

Sales Engine

APRIL 20, 2016

The internet gives the buyers a lot more control as they use the Internet to learn about best practices. If that sounds familiar, it’s probably because the underlying premise of content marketing is the same as sales prospecting—we do business with those we know, like, and trust. The B2B sales process has changed.

Lead Ranking 218

Lead Ranking Lead Gen Lead Scoring Leads 218

Sales Engine

FEBRUARY 8, 2016

For instance, a piece on the best Chrome extensions for everyday users could become one on the best Chrome extensions for photographers. Rinse and Recycle A business could republish content such a blog post exactly as it is.

Content 120

Content Youtube Statistics Social Media 120

Sales Engine

FEBRUARY 8, 2016

For instance, a piece on the best Chrome extensions for everyday users could become one on the best Chrome extensions for photographers. Rinse and Recycle A business could republish content such a blog post exactly as it is.

Content 120

Content Youtube Statistics Social Media 120

Sales Engine

OCTOBER 9, 2015

If you are GoPro, you want top of mind awareness if someone is shopping for a camera and they search for places to buy it like Amazon or Best Buy). 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

AUGUST 23, 2016

In the middle, you staff and execute the show, collect business cards, and set up meetings. Not that there’s anything wrong with projects and project managers —they’re still a necessary function and the best marketers are always the ones who can get stuff done. Remember the children’s game Chutes and Ladders? Your project is tabled.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

Sales Engine

JUNE 16, 2016

The way you attract these early stage buyers is to speak consistently to their high-probability pain points because at this stage, they’re just on the internet doing research on how to solve business problems. They just want to know the best practice in the market to solve their challenges. They don’t want to talk to sales reps.

Paid Search Agency 120

Paid Search Agency Trade Show Marketing & Strategy Public Relations 120

Sales Engine

OCTOBER 4, 2017

The longer-term results of this strategy were mixed, at best. But one thing hasn't changed: salespeople still play a pivotal role in closing business, and their involvement can help deliver higher average selling prices and better-structured deals. You still want prospects to dance with your salespeople.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

OCTOBER 8, 2015

In the middle, you staff and execute the show, collect business cards, and set up meetings. Not that there’s anything wrong with projects and project managers —they’re still a necessary function and the best marketers are always the ones who can get stuff done. Remember the children’s game Chutes and Ladders? Your project is tabled.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

Sales Engine

JULY 20, 2016

The longer-term results of this strategy were mixed, at best. But one thing hasn't changed: salespeople still play a pivotal role in closing business, and their involvement can help deliver higher average selling prices and better-structured deals. You still want prospects to dance with your salespeople.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

JULY 20, 2016

The longer-term results of this strategy were mixed, at best. But one thing hasn't changed: salespeople still play a pivotal role in closing business, and their involvement can help deliver higher average selling prices and better-structured deals. You still want prospects to dance with your salespeople.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

AUGUST 16, 2016

Unfortunately, it rarely looks like that, but that's always the goal when we establish demand generation systems--keeping sales people busy doing what they do best--consulting and closing. Develop relationships with people and solve their problem and they’ll want to do business with you.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

JULY 21, 2016

Instead, this is great place for an asset like a white paper where you’ve documented a much deeper analysis on this business problem in which you begin exploring the solutions to those problems. Another mistake I see companies make is to put a form in front of their sales collateral such as a case study or a products brochure.

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

JULY 21, 2016

Instead, this is great place for an asset like a white paper where you’ve documented a much deeper analysis on this business problem in which you begin exploring the solutions to those problems. Another mistake I see companies make is to put a form in front of their sales collateral such as a case study or a products brochure.

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

DECEMBER 16, 2015

For example, let’s say that someone downloaded an infographic, and a business development rep calls them and sets an appointment to talk further. If this process is not established in-house, or is broken, you may need your content development partner’s help in best practices around lead follow-up and nurturing.

Advertising Agencies 120

Advertising Agencies Budget Programs High Quality Lead Content 120

Sales Engine

JULY 5, 2016

Whether or not buyers wanted to talk to a rep, contact with reps was the only way to learn about best practices and solutions in the market. It’s up to the sales rep to find out if the prospect struggles with similar business challenges detailed in the white paper or webinar once he or she engages the prospect.

Work Management 149

Work Management Marketing Automation Services Marketing Management Budget Programs 149

Sales Engine

AUGUST 22, 2016

But they’re ignoring the changes in our underlying business and buyer behavior as a culture. It's not that buyers ever wanted to talk to sales reps, but it was the only way they could learn about best practices and solutions available in the market. So what’s content’s impact on closed business?

Top of Funnel 120

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

Sales Engine

NOVEMBER 6, 2015

But they’re ignoring the changes in our underlying business and buyer behavior as a culture. It's not that buyers ever wanted to talk to sales reps, but it was the only way they could learn about best practices and solutions available in the market. So what’s content’s impact on closed business?

Top of Funnel 120

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

Sales Engine

JULY 14, 2016

But the problem is that the term “lead scoring” might mean something very different to a VP of Sales because she only cares about how to use lead scoring to better prioritize her team’s business development pursuits. Where do we have the best opportunity to increase sales? I need to choose. Who am I really marketing to?

Lead Scoring 120

Lead Scoring Lead Ranking Content Sales Qualified Leads 120

Sales Engine

JULY 14, 2016

But the problem is that the term “lead scoring” might mean something very different to a VP of Sales because she only cares about how to use lead scoring to better prioritize her team’s business development pursuits. Where do we have the best opportunity to increase sales? I need to choose. Who am I really marketing to?

Lead Scoring 120

Lead Scoring Lead Ranking Content Sales Qualified Leads 120

Sales Engine

AUGUST 4, 2016

It used to be that darkening the skies with sales reps, albeit expensive, was the best way to grow a B2B company—more feet on the street equaled more opportunities. But in a world where prospects hide behind caller ID and email, it’s the organization who has the most valuable content for prospects shopping online for solutions that wins.

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120

Sales Engine

AUGUST 4, 2016

It used to be that darkening the skies with sales reps, albeit expensive, was the best way to grow a B2B company—more feet on the street equaled more opportunities. But in a world where prospects hide behind caller ID and email, it’s the organization who has the most valuable content for prospects shopping online for solutions that wins.

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120