Sales Engine

JANUARY 11, 2017

As a marketing leader, have you been tasked with building a demand generation program designed to funnel leads to salespeople? Think about how you buy products and services now as opposed to just 10 years ago. And neither would the buyer of your products and services. For example, even buying a car has drastically changed.

Demand Generation Agencies 136

Demand Generation Agencies Demand Generation Budget Programs Demand 136

Sales Engine

JULY 29, 2016

How to Build a Better Buyer Persona Many sales trainers talk about pain points and the concept applies perfectly to content development. Editor’s note] This is why content development can be outsourced, even when you have a complex product. So How Do You Build a Better Buyer Persona?

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Leads 120

Sales Engine

DECEMBER 6, 2016

So they task marketing leadership with building a demand generation engine and run into myriad problems. have changed the way that B2B companies market their products and services. have changed the way that B2B companies market their products and services.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Paid Search Agency Demand 168

Sales Engine

JANUARY 5, 2016

How to Build a Better Buyer Persona Many sales trainers talk about pain points and the concept applies perfectly to content development. Editor’s note] This is why content development can be outsourced, even when you have a complex product. So How Do You Build a Better Buyer Persona?

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Leads 120

Sales Engine

AUGUST 24, 2015

Yes, it helps you build credibility. When the time comes for them to shop for the product or service that you sell, you’re going to be well thought of and invited to the dance. Content is how you build credibility. Yes, it helps establish you as a thought leader. Content is the new currency.

Demand Generation Agencies 120

Demand Generation Agencies RFP Thought Leadership Paid Search Agency 120

Sales Engine

JULY 13, 2016

Keep in mind that these prospects are better informed than ever, and have probably already done some research about your industry, product, or solution before they ever reached out to you in the first place. Marketing is no longer a one-sided endeavor. It requires a dialogue with prospects. Define your sales funnel.

Top of Funnel 120

Top of Funnel Conversion Marketing Automation Services Sales Qualified Leads 120

Sales Engine

JULY 13, 2016

Keep in mind that these prospects are better informed than ever, and have probably already done some research about your industry, product, or solution before they ever reached out to you in the first place. Marketing is no longer a one-sided endeavor. It requires a dialogue with prospects. Define your sales funnel.

Top of Funnel 120

Top of Funnel Conversion Marketing Automation Services Sales Qualified Leads 120

Sales Engine

NOVEMBER 12, 2015

Delivering the best product or service is now a given. Build loyal relationships with existing customers and earn referrals. Consumers are more educated about the products and services you offer. SE: What advice do you give to sales teams on a regular basis about the proper way to go about prospecting?

Cold Calling 120

Cold Calling Allocation Youtube Internet Marketing 120

Sales Engine

MARCH 31, 2016

These same brands are leading with product and brand rather than experience and utility.” You have to build what Forrester calls a contextual marketing engine. By blasting an entire email list with an offer, we’re interrupting someone with untimely messages. Brands tend to appear tone deaf and context insensitive.

B2B Sales 120

B2B Sales Process B2B Marketing Automation Services 120

Sales Engine

AUGUST 20, 2015

KOGLER: Obviously, the role of salespeople has changed significantly over the last couple of years, not only because they need to be more consultative, but also the nature of B2B products and services that they sell has become increasingly complex. JM: What problems do your clients typically have?

Storytelling 120

Storytelling Work Management Acquisitions Marketing Management 120

Sales Engine

AUGUST 22, 2016

We’re uniquely positioned because of our diversity in product offerings, but we compete with large firms that have more resources available to their marketing and sales team.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Generation 120

Sales Engine

AUGUST 22, 2016

We’re uniquely positioned because of our diversity in product offerings, but we compete with large firms that have more resources available to their marketing and sales team.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Generation 120

Sales Engine

MARCH 10, 2016

Lemas: When I first started in the industry eight years ago, it was all about building links and creating content. Lemas: Writing and competing in competitive spaces all comes down to providing some form or differentiation or some sort of unique perspective, whether it’s in your product offering, customer service.

SEO 120

SEO Organization Content Marketing Agencies 1 120

Sales Engine

JULY 21, 2016

It’s like they’re trying to build a house by digging a hole and immediately buying the windows and the wall treatments before meeting with an architect. And even worse, they choose an architect that specializes in bridge building. 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

It’s like they’re trying to build a house by digging a hole and immediately buying the windows and the wall treatments before meeting with an architect. And even worse, they choose an architect that specializes in bridge building. 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

AUGUST 17, 2016

Quantity is important in building library and getting found over time, but quality is what makes the difference in terms of an engaged readership. To build an engaged audience, you must understand who your buyers are, what their issues are, and where they get information from. Generate Buyer Personas.

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

DECEMBER 11, 2015

Quantity is important in building library and getting found over time, but quality is what makes the difference in terms of an engaged readership. To build an engaged audience, you must understand who your buyers are, what their issues are, and where they get information from. Generate Buyer Personas.

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

MARCH 3, 2016

Coming from a creative agency and media production background that includes Tribeca Enterprises (owners of Tribeca Films and the Tribeca Film Festival), Matt Spangler was looking for an opportunity to apply his skills to disrupt a larger industry. Our head of creative production is from Pixar.

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 120

Sales Engine

MARCH 3, 2016

Coming from a creative agency and media production background that includes Tribeca Enterprises (owners of Tribeca Films and the Tribeca Film Festival), Matt Spangler was looking for an opportunity to apply his skills to disrupt a larger industry. Our head of creative production is from Pixar.

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 120

Sales Engine

OCTOBER 4, 2017

In the pre-Internet universe, salespeople held all the information prospects needed to make purchase decisions, from pricing to detailed product information. Build a database of appropriate decision-makers. Simply put, salespeople no longer control the sales process from start to finish. This put the salesperson in control.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

APRIL 20, 2016

That was what we used to do before the emergence of a content-heavy internet, and it worked because sales people were the gatekeepers of information about products and services within a company. That’s done by producing content that adds value, builds trust, and offers knowledge in your area of expertise.

Lead Ranking 218

Lead Ranking Lead Gen Lead Scoring Leads 218

Sales Engine

JULY 20, 2016

In the pre-Internet universe, salespeople held all the information prospects needed to make purchase decisions, from pricing to detailed product information. Build a database of appropriate decision-makers. Simply put, salespeople no longer control the sales process from start to finish. This put the salesperson in control.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

JULY 20, 2016

In the pre-Internet universe, salespeople held all the information prospects needed to make purchase decisions, from pricing to detailed product information. Build a database of appropriate decision-makers. Simply put, salespeople no longer control the sales process from start to finish. This put the salesperson in control.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

AUGUST 16, 2016

For me, that looks like marketing generating enough qualified leads so that most of my time is spent having productive sales conversations. Content distribution and audience building are repeatable, the tools and techniques are not. The building of audience and conversion are repeatable, the offers and content are not.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

DECEMBER 28, 2015

Build a Content Culture Content marketing done well requires consistency and time—after all, this isn’t a project, or even a series of projects, it’s a lifestyle. Features, Functions and Benefits Are for Closers Seriously, if you’re still talking about how great your products and services are in your content marketing efforts, please stop.

Budget Programs 120

Budget Programs Top of Funnel Marketing Budget Webinar Metrics 120

Sales Engine

MARCH 24, 2016

In an entertaining post titled “ Why Inbound Marketing is Incomplete Marketing ,” Jon Henshaw says that outbound techniques like email, advertising and sponsorships were labeled as ineffective and expensive, and he makes the case for building a complete marketing program. He writes, “The point is to keep doing complete marketing.

B2B Sales 149

B2B Sales B2B Inbound Marketing Cold Calling 149

Sales Engine

MARCH 17, 2016

I believe that’s because they’re approaching content marketing from a perspective of branding instead of demand generation, or in other words, building sales pipeline. A great logo and a beautiful website may or may not attract visitors to your product. It may or not influence a sale.

Budget Programs 168

Budget Programs Content Marketing Brand Identity Branding 168

Sales Engine

NOVEMBER 16, 2015

Achieving this goal requires the mindset of a publisher , which is why many innovative organizations are transforming and building their marketing departments into actual media enterprises, including hiring executives with media backgrounds to run their operations. Does that mean that they’re a prospect?

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

MARCH 30, 2016

That way, when a salesperson does reach out, the MQL is ready to have a productive qualification conversation. These help make the case to the prospect that they need the kind of product or service our client offers. With each successive email touch, the chance that the prospect will be ready to buy (from you) increases.

Lead Nurturing 136

Lead Nurturing Marketing Qualified Leads Lead Ranking Top of Funnel 136

Sales Engine

JANUARY 28, 2016

Sreenivasan instructs B2B companies that, regardless of size and resources, it all comes down to building an engaged audience and reaching the influencers within it. You have to build your audience one person at a time, and you keep them one person at a time. It is rather trying to get 30 [of the right] people to read your email.

Webinar Metrics 120

Webinar Metrics Marketing & Strategy Content Paper 120

Sales Engine

FEBRUARY 6, 2017

Sales reps sought out potential buyers, convinced them that they had a need for a particular product or service, and proceeded to sell to them. 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.

Lead Generation 120

Lead Generation Sales Qualified Leads Generation Demand Generation Agencies 120

Sales Engine

JUNE 23, 2016

Ultimately, we want to know where we should be spending marketing dollars that support sales—should you spend money building a database or driving more traffic to your website? When digging into the sales metrics, you find that you’ve got a 25 percent win rate for opportunities.

Lead Ranking 120

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

Sales Engine

MAY 12, 2016

A buyer might call a sales rep for no other reason than to hear about the latest products on the market, to make sure a competitor wasn’t enjoying a piece of technology they weren’t aware of. Each precious penny dedicated to promoting the company or product needs to be justified. It bred credibility. Did it translate into a lead?

Top of Funnel 120

Top of Funnel Brand Identity Branding Budget Programs 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. Most misalignment starts with different definitions of what a qualified lead actually is.

Lead Ranking 136

Lead Ranking Marketing Qualified Leads Sales Qualified Leads MQL 136

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. And they’ll be talking about you too by distributing it to their friends and colleagues which builds buzz and energy about your brand.)

B2B Thought Leadership 120

B2B Thought Leadership Content Paper Thought Leadership 120

Sales Engine

AUGUST 4, 2016

This is where you can use your sales brochures, case studies, ad slicks and websites that talk about you and your product. To make matters worse, the Field of Dreams “Build it and they will come” approach isn’t working out very well in today’s sea of content. I realize that a large focus has been on inbound (Thanks, Hubspot!),

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120

Sales Engine

AUGUST 4, 2016

This is where you can use your sales brochures, case studies, ad slicks and websites that talk about you and your product. To make matters worse, the Field of Dreams “Build it and they will come” approach isn’t working out very well in today’s sea of content. I realize that a large focus has been on inbound (Thanks, Hubspot!),

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120