Sales Engine

SEPTEMBER 11, 2015

SEO today only rewards good content. They want for rich, meaningful content that helps them solve business problems. Because Google and others know this, the first page or two in your search results will most likely be blogs and discussion threads on that exact topic. Creating that quality content is a different story.

SEO 120

SEO Content Keywords Opinions 120

Sales Engine

OCTOBER 27, 2015

Following up on content consumption with “buy from me now” is a strategy that’s destined to fail. Worse, you run the risk of turning people off to consuming more of your content in the future. What’s the right way to follow up on content to turn leads into sales conversations? Nurture, nurture, nurture.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Buy 120

Sales Engine

SEPTEMBER 1, 2015

Many companies that have embraced content marketing are still using it as a branding and positioning function of their marketing department. It’s not that this approach is wrong, but it’s not the main reason that most successful companies have embraced content marketing. Ultimately, we do business with people we know, like and trust.

Content Marketing 120

Content Marketing Cold Calling Marketing Qualified Leads Lead Ranking 120

Sales Engine

OCTOBER 16, 2015

Content marketing uses the same skills and tactics as publishing a magazine—only the distribution methods, audience-building techniques, and analysis tools are different. 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.

Content Marketing 120

Content Marketing Lead Ranking Content Marketing & Strategy 120

Sales Engine

SEPTEMBER 18, 2015

Because the search engines like Google have changed their algorithms in the last few years, the role that search engine optimization (SEO) plays in content marketing is causing a lot of confusion. This sort of thinking is where we get into trouble when it comes to our content development strategy.

Top of Funnel 120

Top of Funnel SEO Content Marketing Long Tail Marketing 120

Sales Engine

MARCH 31, 2016

As technology and connectivity advances, marketers have had to move away from mass media targeting campaigns towards producing more real-time, contextual content that creates one-to-one interaction with potential buyers. What is Contextual Content? What does contextual marketing look like?

B2B Sales 120

B2B Sales Process B2B Marketing Automation Services 120

Sales Engine

JULY 29, 2016

) Lead generation through content marketing means attracting people with a problem you can solve (that they can afford to pay for!). Your audience must be built over time by generating superior content and putting it where they might see it—and if you’re out of touch, your content will fall on deaf eyeballs.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Lead 120

Sales Engine

JANUARY 5, 2016

) Lead generation through content marketing means attracting people with a problem you can solve (that they can afford to pay for!). Your audience must be built over time by generating superior content and putting it where they might see it—and if you’re out of touch, your content will fall on deaf eyeballs.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Lead 120

Sales Engine

AUGUST 25, 2015

Content creation starts with access to subject matter expertise. But one the biggest challenges companies face today is creating access to those subject matter experts for content creation, even when they already have the necessary resources to create it (videographers, designers, copywriters, etc.). That's Crazy!

Video Marketing 120

Video Marketing Marketing Management Copywriting PR 120

Sales Engine

JANUARY 25, 2016

How to Dominate Your Market With Content from SalesEngine 1. As marketers tried to get the most out of this new digital world they re-discovered the importance of content. Today, I think so many companies are trying to muscle their way to more productivity with content rather than reimagining how they use it.

Enterprise Management 120

Enterprise Management Marketing Management Marketing Automation Services Sales Qualified Leads 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. The difference is that we’re now using content marketing to build that trust and demonstrate that you can solve their problem. A word of caution—this process falls apart all over the place.

Demand Generation Agencies 136

Demand Generation Agencies Demand Generation Budget Programs Demand 136

Sales Engine

OCTOBER 2, 2015

That means starting digital conversations through email, social, and search with tons of content. 38% of B2B companies said that their content marketing was effective. 47% of B2B companies have a DEDICATED content marketing group. 38% of B2B companies said that their content marketing was effective. And it starts now.

B2B Sales 120

B2B Sales Paper Fulfillment B2B Marketing 120

Sales Engine

JANUARY 7, 2016

If you thought that coffee was for closers, I can tell you with absolute certainty that it’s for content marketers too. Prior to the content revolution, buyers needed salespeople to get the information they needed. So how can you use content to generate more leads at the top of the funnel? They never did. But that time has gone.

Top of Funnel 120

Top of Funnel Features B2B Thought Leadership Digital Marketing Funnels 120

Sales Engine

AUGUST 20, 2015

It’s a primary driver around why we at Sales Engine Media use video interviews to capture information from experts as a large part of our content development process with clients. JM: Why is storytelling important in a content marketing context? JM: How do you recommend that storytelling be incorporated in a content marketing program?

Storytelling 120

Storytelling Work Management Acquisitions Marketing Management 120

Sales Engine

NOVEMBER 12, 2015

In-person networking, online (LinkedIn) prospecting, market positioning, content marketing , and value messaging are now the ways to go. SE: How do you tell sales people to use content in a way that creates curiosity and gets the prospect asking more questions from you? THINK ABOUT IT: How quickly do you hang up on a cold caller?

Cold Calling 120

Cold Calling Allocation Youtube Internet Marketing 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. Those conversations now have to take place digitally —by people consuming your content and responding with interest.

Top of Funnel 120

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

Sales Engine

DECEMBER 16, 2015

Feeding the content marketing machine is an endless process, because once you stop publishing, your conversations start drying up. And to make it even more complicated, content development must be high-quality and add value or it will go unnoticed, regardless of how often you post. Do you have a dedicated content resource?

Advertising Agencies 120

Advertising Agencies Budget Programs High Quality Lead Content 120

Sales Engine

DECEMBER 28, 2015

You know content marketing will work for your company—your competitors are doing it, and they’re kicking your butt. Here are 4 strategies you can use to get your content marketing budget approved in 2016. Realize, however, that most large-scale content marketing programs started out by testing the waters with a small pilot project.

Budget Programs 120

Budget Programs Top of Funnel Marketing Budget Webinar Metrics 120

Sales Engine

JANUARY 28, 2016

I like the content from these companies, but there’s just no way that I can read that much stuff. Kevin Anderson at the Media Briefing refers to this overload as Peak Content. Of course, this phenomenon has not gone unnoticed by the giants in content marketing, as this recent research by Moz indicates.

Webinar Metrics 120

Webinar Metrics Marketing & Strategy Content Paper 120

Sales Engine

OCTOBER 4, 2017

PR firms and branding consultants proliferated, and blogs and social media became all the rage. Content Gets You Invited to the Dance The old-world tactics of both the sales and marketing realms are no longer effective for most companies. That's where compelling content comes in. You need to be invited.T Repeat steps 1-4.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

FEBRUARY 8, 2016

Perhaps the most amazing "secret" of content marketers is the way in which they repurpose content, whether they call it atomizing (Jay Baer) or reimagining content (Ann Handley). For example, a blog post from two years ago can keep paying dividends in remarkable ways. List-based topics prove especially fertile ground.

Content 120

Content Youtube Statistics Social Media 120

Sales Engine

FEBRUARY 8, 2016

Perhaps the most amazing "secret" of content marketers is the way in which they repurpose content, whether they call it atomizing (Jay Baer) or reimagining content (Ann Handley). For example, a blog post from two years ago can keep paying dividends in remarkable ways. List-based topics prove especially fertile ground.

Content 120

Content Youtube Statistics Social Media 120

Sales Engine

JULY 20, 2016

PR firms and branding consultants proliferated, and blogs and social media became all the rage. Content Gets You Invited to the Dance The old-world tactics of both the sales and marketing realms are no longer effective for most companies. That's where compelling content comes in. You need to be invited. Repeat steps 1-4.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

JULY 20, 2016

PR firms and branding consultants proliferated, and blogs and social media became all the rage. Content Gets You Invited to the Dance The old-world tactics of both the sales and marketing realms are no longer effective for most companies. That's where compelling content comes in. You need to be invited. Repeat steps 1-4.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 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. Mass marketing is out, mass media is in.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

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 16, 2015

The problem is that when we find something that works predictably, others jump on the bandwagon and muddy the waters—much like what we’re seeing now with content marketing. Companies are doubling down on their content marketing expenditures, but it’s not enough to publish a blog and optimize it for search engines and expect people to find it.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

JANUARY 14, 2016

A newspaper editor, a digital producer and a content marketer walk into a bar…and they discovered that great stories and brand communications are no joke—it takes all of their combined skills to engage an audience and generate leads. Plan your story: Are you going to write a blog post, white paper or news feature article? Make a list.

Planning 120

Planning Content Marketing Best Practices Content 120

Sales Engine

AUGUST 17, 2016

The development of ongoing, thought-leadership content has become the necessary element for a marketing program that increases visibility and produces leads, but it’s not enough simply to publish a blog or white paper anymore. Start with a content audit. What pieces of content have you already developed?

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 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

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. In fact, the Content Marketing Institute’s 2016 Benchmarks Report estimates that only 30% of the companies surveyed consider their content marketing efforts to be effective.

Top of Funnel 136

Top of Funnel Content Marketing Lead Ranking Digital Marketing Funnels 136

Sales Engine

JUNE 9, 2016

Creating an end-to-end lead generation process with content marketing requires that your top-of-funnel content (the content that focuses on early stage buyers and is commonly found in blogs) is tied together with your premium conversion assets. Marketers today can and should do the same thing with content.

Top of Funnel 120

Top of Funnel Content Marketing Digital Marketing Funnels Lead Ranking 120

Sales Engine

DECEMBER 11, 2015

The development of ongoing, thought-leadership content has become the necessary element for a marketing program that increases visibility and produces leads , but it’s not enough simply to publish a blog or white paper anymore. Start with a content audit. What pieces of content have you already developed?

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

DECEMBER 6, 2016

But I think we can agree that they are expensive, and most companies grossly underestimate the challenges associated with them, such as the amount of content they now need to produce, the internal process changes that need to be implemented in both sales and marketing, and how the entire process will be measured (and what to measure).

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Paid Search Agency Demand 168

Sales Engine

MARCH 24, 2016

Inbound marketing , a term popularized by Hubspot, is all about producing content that extends the boundaries of company-owned web properties in order to catch the attention of prospects and entice them to engage with your web properties, including social channels and blogs. The right offer at the right time will always work.

B2B Sales 149

B2B Sales B2B Inbound Marketing Cold Calling 149

Sales Engine

APRIL 24, 2018

Content marketing can be a long, expensive, and uncertain journey. Make no mistake, “content marketing” is modern digital marketing and you should absolutely be doing it. Whether you connect via email, text, social media, or your website, the currency of engaging your prospects is content.

Paper 159

Paper Planning Marketing Plans Marketing Automation Services 159

Sales Engine

JULY 21, 2016

Where most B2B companies are investing in content marketing , less than a quarter are satisfied with their return. A demand generation strategy must map directly to the sales funnel to be effective, which is why most B2B content marketing initiatives miss the mark—they don’t understand sales process. How do you get people to engage?

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120