B2B Lead Generation Blog

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6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

If they are at an early stage lead and they are just starting to get familiar with the business issues you solve, don’t send them the same copy that you would send someone who is on the verge of making a decision. Lead Nurturing B2B business-to-business email Email marketing event personas Segmentation. Customer focus. Connection. Authenticity. lead-nurturing tactic.

Lead Nurturing: What it is, and what it is not

B2B Lead Generation Blog

Lead Nurturing B2B business-to-business complex sale content marketing Email marketing relevance Tweet Building on my post last week , I was reminded of a conversation I had with a marketer who was meeting with her new boss to explain the need for a new lead nurturing strategy. The problem was that her boss felt their current integrated marketing campaigns qualified as lead nurturing.

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

study of business-to-business buyers shows that salespeople who become trusted advisors and understood the needs of economic buyers are 69% more likely to come away with a sale. Make your marketing program’s single point of focus be to develop trust, and your business will become more profitable and less reliant on competing on price. It’s about progression. Can they prove it?

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

Lead qualification first must classify leads according to their “sales readiness” and business fit. Ask business situation questions, such as number of users, current systems platform, etc. Determine if your organization can help based on the lead’s business need. That’s why many marketing and lead generation programs tend to focus on quantity. challenge.

Study: How Much of Your Content Marketing Is Effective?

effective in measuring business results. only if the external publications are relevant to your business. content to business results. identified budget (34 percent), the inability to measure business. It will keep them busy for a while, but that’s. business content. Copyright © 2015 Contently. All rights reserved. Marketing is Effective? Introduction 4 II.

Lead Nurturing: How a social business strategy can help you move from selling to helping your prospects

B2B Lead Generation Blog

Tweet At MarketingSherpa Lead Gen Summit 2013 , I had the privilege of sitting in on a session with Todd Wilms, Head of Social Strategy, and Adriel Sanchez, VP, Demand Generation, both of SAP , as they discussed how they use a business model called “social business” to help their teams across the globe engage local audiences. So, what is social business exactly? Tip #1. Tip #2.

Lead Generation via Influencers and Experts in 4 Steps

B2B Lead Generation Blog

Experts and influencers pride themselves on their professional integrity, so they will likely refer business to you and a competitor (assuming you have them) at the same time. You begin by being genuinely interested in their business. Finally, when experts are doing their consulting, writing and speaking, they are not completely focused on new business development.

How to Put the Customer First in Lead Generation

B2B Lead Generation Blog

Businesses often take understanding the customer for granted when this is one thing that should be always valued. Tweet Putting customers first in lead generation. As marketers, we have more ways to observe our customers behavior and can leverage tools like marketing automation, Web analytics and CRM systems to help us manage all this complexity. That missing piece is customer empathy.

Lead Nurturing: Unique tracks and impactful tests

B2B Lead Generation Blog

No matter how busy you are, make time to do lead nurturing activities. Tweet I was recently interviewed by Marketo for their Definitive Guide to Lead Nurturing eBook, and I wanted to share some ideas that didn’t find their way into the guide as well as some additional thoughts on lead nurturing with you. Think relevance. This is the essence of lead nurturing. Sowing + Nurturing = Reaping.

15 Tips to Generate More Leads in 2015 (Part 1, featuring tips 1-5)

B2B Lead Generation Blog

Business need. In total, we invested $40,000 to do this work, and the business was worth $1.2 Tweet It’s a new year, and you’re likely kicking off marketing and lead generation programs to drive more new leads for 2015. Most new leads go nowhere. It’s not about more leads; it’s about doing better with the ones you already have. Here’s how. Timeframe for buying. million.

Introduction to Lead Management

B2B Lead Generation Blog

Clear metrics to manage the process of inquiries: MQLs, SQLs, opportunities, closed vs. won business, etc. Tweet If Sales and Marketing were a manufacturing operation starting with raw materials — leads — and ending up with 5% to 20% in deliverable product — won sales — it would soon be shut down to determine what is wrong. Lack of lead management impacts lead conversion and ROI. Processes.

Evangelizing a Content Marketing Program

concrete business goals: — Ultimate Content Strategist Playbook: Content Road- map — Ultimate Content Strategist Playbook: Content Execu- tion — Ultimate Content Strategist Playbook: Growing Your. Content Marketing: When Figuring out if content marketing is right for your business. with deciding on what business goals. broader business goals. All rights reserved. brands.

Inbound Marketing: How a B2B company used a content marketing strategy to improve customer experience

B2B Lead Generation Blog

Creating this type of shareable and digestible content makes it easy to follow Precor on Twitter, with the understanding that these articles will help owners alleviate pain points throughout their careers — creating an association of credibility with the Precor brand at the genesis of the business.  . Who are we speaking to? What message are we trying to convey? What do we want them to do?

Building Your Strategic Lead Generation Portfolio

B2B Lead Generation Blog

If you can’t measure your marketing channels in terms of return on investment to the organization — leads generated, opportunities in the funnel and business closed — why should your company “invest in your fund?”. Tweet To be successful at lead generation, marketers can’t rely on one specific tactic. Rather, they must leverage a portfolio of channels. hope you find it helpful.

Email Marketing: 4 steps to relevancy 85% of B2B businesses probably aren’t taking

B2B Lead Generation Blog

Tweet Email marketing is a mature marketing tactic, yet I don’t believe B2B organizations are capitalizing on its potential to generate leads. realized this when I read MarketingSherpa’s just-released 2013 Email Marketing Benchmark Report. They surveyed 594 B2B and B2G marketers, of which just about half send out 10,000 to 10 million emails every month. What is the pain they’re trying to ease?

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

They loved it, and he got more business. Tweet I was asked by a reader to provide some examples of what lead nurturing touches may look like. Lead nurturing is something that’s fairly easy to understand, but for many, it’s become a frustrating thing consistently execute for two reasons: Lack of content. No plan for consistency. I’ve found that many marketers get stuck on not having enough good and effective lead nurturing content. My advice is to start accumulating and building your lead nurturing library now. How do you build your library of relevant lead nurturing content ?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. could fuel better business results. business results, just 10 percent of respondents. content metrics and business results. BUSINESS RESULTS? 5% 25% 22% VERY. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. What paid.

15 Tips to Generate More Leads in 2015 (Part 3, featuring tips 11-15)

B2B Lead Generation Blog

Especially with B2B, selling happens at a corporate level and a business unit level in addition to an individual level. Tweet To kick off the new year I’m sharing 15 ideas on improving your lead management. As you’ll see this series isn’t just about getting more leads, but about generating better and higher quality of leads. Use a single voice when communicating with leads.

5 Ways to Deal with Change for Successful Marketing

B2B Lead Generation Blog

Leading Change: Why transformation efforts fail [from the Harvard Business Review ]. How a Single Source of Data Truth Can Improve Business Decisions [More from the blogs]. Tweet As marketers, we deal with a lot of change. The B2B marketing world is exploding with touch points, channels and marketing technology, just to name a few blasts of change. But how do we do it?

How the Halo Effect Drives Lead Generation

B2B Lead Generation Blog

This MarketingSherpa case study, “ How to Impress Conservative Fortune 100 Business Prospects by Allying With Academia ,” demonstrates the practical application of the halo effect. It We see the halo effect demonstrated in places like the  Harvard Business Review , where it’s quite common to see business executives collaborate on papers with a professor or sponsor research projects.

Social Media Marketing: Dell reveals how it turns thousands of brand detractors into fans

B2B Lead Generation Blog

In addition, Social Outreach Services, a team representing 14 languages, actively monitors and participates in social media. A lot has changed since 2006 and these changes have paid off handsomely for Dell – especially for its B2B business, says Richard Margetic, Director of Global Social Media, Dell. Related Resources: Becoming a Social Business – Dell SlideShare.

Content Methodology: A Best Practices Report

they compete both against their business competitors and all content creators that vie. returns on business-related goals. have on myriad aspects of the business and driving the goals of specific divisions (e.g., business goals, such as “cost savings, risk. Business Goal Content Objectives KPIs Customer. to the larger business. Content. Methodology: A Best.

Marketing Automation: Lessons from 4 case studies

B2B Lead Generation Blog

Crain’s Business Insurance is a trade publication that faced the challenge all publications are undergoing right now with declining advertising revenue, but at the same time, its industry customers began buying up-front research and content. Marketing Strategy B2B business-to-business complex sale lead gen lead generation Lead Nurturing marketing automation Tweet Marketing automation technology has become an indispensable tool in the complex sale marketer’s arsenal. Case Study #1 – Marketing Automation: 200% increase in lead volume for software company after implementation.

3 Factors that Connect Value Prop to Prospects

B2B Lead Generation Blog

For example, the prospect level value is why a CEO would choose a laptop with business class specs over a standard model. This translates to new pressures for the business manager who  “must achieve X amount of revenue by the end of the year. In other words, what’s the elevator pitch for what you offer in the marketplace? Take a moment to write it down. Factor #1. Objective.

B2B Marketing: 3 simple tips for creating PPC ads

B2B Lead Generation Blog

How will our products or services improve their business? Tweet When it comes to PPC ads, writing copy with limited headline and description character spaces can be tough. Overall, one thing I’ve seen in my experiences in working with our Research Partners is the basics of copywriting are often a first casualty in PPC ad design. Tip #1. Highlight your value proposition. Tip #2. Tip #3.

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Lead Gen: A proposed replacement for BANT

B2B Lead Generation Blog

Making matters worse, BANT does not align with customer buying behavior early in the decision process when Marketing and Sales generally need to engage prospects to win new business. Now, before introducing an alternative to BANT, I would ask you to think about the mindset of business prospects when they first express interest by sharing their identity. Think back on that experience.

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Staffing and Launching Your Content Marketing Program

brand publishers aren’t in the business of publishing. business. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. We do have clear business goals for The Content.

Lead Generation: The power of copy

B2B Lead Generation Blog

Background: Sophos, a provider of IT security solutions for businesses. Tweet Words matter. Words inspire. Words are influence. One of my greatest inspirations in copywriting has always been Rudyard Kipling because he understood the true power words possess. It’s also no surprise to me that marketers continue to discover new opportunities to increase conversion through their testing of copy.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

They need a valid business reason to talk to them, and you’re not going to get that on a web form. Tweet The ultimate goal of B2B marketing and lead generation is to help the sales team sell. Marketers spend a lot of time and effort creating inbound leads but struggle getting those leads to convert into customers after they hand them off to sales. As I talk to marketers about their lead generation results, I often hear statements like, “We’re generating lots of leads, but they aren’t converting” or “We need to increase lead quantity” or “We need to generate more qualified leads.”

Why Servant Marketing Matters

B2B Lead Generation Blog

Marketing Strategy b-to-b B2B business-to-business complex sale servant marketing Tweet As I talk to marketing and sales leaders, I hear this reoccurring theme: “I want to do something that really matters; I want to feel what I’m doing is really making a real difference.” ” I feel the same way, but I’ve painfully learned that it’s futile to make changes outside before we make changes inside. This requires a different kind of thinking to drive a different way of marketing. The problem with today’s customers. Serve first and market second.

Value Proposition: What motivates prospects to buy from you?

B2B Lead Generation Blog

In the business world, it isn’t that easy as most of the time the prospect’s motivation often ends at simply purchasing a product or service. Tweet One day at the office, I decided to put a dollar bill on my cubicle wall. When people walked by, they would ask why I was putting money on my wall. My initial response was that I simply like money. Change drives growth. You may also like.

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B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

The Domino Theory of B2B Content Marketing

B2B Lead Generation Blog

B2B Marketing: Calls-to-action and the business buying cycle. Tweet “You don’t optimize a landing page or an email. You optimize the thought sequence of the customer.”. This is one of my favorite aphorisms from Flint McGlaughlin, Managing Director, MECLABS, parent company of MarketingSherpa. You’ve seen scenarios where one domino can knock over the next domino, creating a chain reaction.

Lead Generation: How an insurance company reduced acquisition costs in purchased leads

B2B Lead Generation Blog

most pressing business challenge for marketers today. Tweet Generating leads organically can ease the qualifying process, throwing “bad” leads out that are simply not worth pursuing. Growing a list organically also allows marketers to know more about a prospect right from the get-go, passing more qualified leads on to Sales. Change the way leads are purchased. Source: LeadiD.  .

Lead nurturing via email series and content marketing

B2B Lead Generation Blog

When she began working with the “performance group,” a business unit within the firm, Christine was pleased to learn that she didn’t need to pitch the value of launching an inaugural lead nurturing program. However, the key channel for lead nurturing is email — particularly using email to send a series of relevant content pieces or offers to prospects as they move through the buying funnel.

Mobile Marketing: What 4 top B2B companies can teach us about mobile

B2B Lead Generation Blog

Knowing this, I thought it would be interesting to see how some top B2B companies are using mobile sites to influence business. Therefore, a mobile site makes a huge difference and can win someone’s business in the field. Tweet We all are hearing time spent with mobile devices will surpass time spent with desktops. It won’t be too long before it starts happening in the B2B world.

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Content Marketing Playbook: Strategy and Roadmap

to really lay out the business case behind GE, and we. group of people who are important to your business, using content to align with their interests at a high. battling with their direct business competitors for. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. Introduction 3 II.

Social Media Marketing: 6 tips for running a valuable LinkedIn group that attracts prospects

B2B Lead Generation Blog

That new relationship usually evolves into direct business or advocacy for my agency. Tweet How easy it is for the mighty to fall. Especially on social media. In early October, the B2B Lead Roundtable Group , this blog’s LinkedIn group, was recognized as one of the top LinkedIn groups for content marketing. Everyone answered “spammers and self-promoters” or some variation thereof.

Why Empathetic Marketing Matters and 7 Steps to Achieve It

B2B Lead Generation Blog

It’s been a decade since the first draft and I’ve been contemplating how much business has changed since then. Unfortunately, too many in corporate America believe sociopathic behavior – being laser-focused on getting what you want at the expense of everyone else – accelerates businesses and careers to success. Sociopathic behavior may be why too many businesses are struggling. Tweet I am at the earliest stages of developing a sequel to Lead Generation for the Complex Sale. We have more marketing channels than ever. That’s so “ Wolf of Wall Street.”

How to Use LinkedIn to Generate Leads

B2B Lead Generation Blog

When you get a new business card, look the individual up via LinkedIn and invite them to connect with you. Be sure to include your distinct URL in your email signature, on your traditional resume, on your blog, on your website and on your business card so that others can connect with you easily. 3. Reach If you find a question you can answer well from someone who’s relatively senior in a company and you would like to do business with, take the time to write a detailed, high-value response. Small Business Trends: 13 Creative Ways to Use LinkedIn for Lead Generation.

Lead Nurturing: You can’t automate trust

B2B Lead Generation Blog

They are time constrained and too busy to think. Tweet I recently had coffee to catch up with my friend Jill Konrath and we were talking about new opportunities, ideas for the improvement of lead nurturing and I’m currently pondering my next book. If you’re not familiar with Jill, she’s the best-selling author, sales guru and is a featured keynote speaker at companies like LinkedIn, HubSpot and many others. Both of us attended Dreamforce 2014 (Jill was a featured speaker) and we stopped by number of trade show booths to see the different vendors and learn what’s new in their companies.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

Lead Generation: Content among the most difficult tactics, but also quite effective

B2B Lead Generation Blog

The reason why content was labeled as most difficult is because business owners simply don’t have the resources or time to run a proper content marketing campaign. Tweet To determine the most used lead gen tactics, and map that to their effectiveness and difficulty, we asked the following questions in the MarketingSherpa 2012 Lead Generation Benchmark Report …. Q. Very true, Joseph.