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

B2B Lead Generation Blog

Tweet Inbound marketing is typically a term reserved for B2C companies striving to draw customers in with flashy social media campaigns, witty tweets and beautiful infographics. Starting off, attracting the right people and the speaking to the right audience is essential in a B2B inbound marketing campaign. Who are we speaking to? What message are we trying to convey? You might also like.

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

For example, I receive emails often from companies that claim to “know” me — in some cases I’m their customer — but their emails certainly don’t show it. 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. Segmentation.

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

B2B Lead Generation Blog

We discussed the challenges of communicating what is and isn’t lead nurturing. A lot of marketers say they are “nurturing” their prospects, when in reality, all they are doing is sending out nice brochures, landing page links or marketing copy focused on product releases or company announcements. Starting to get my point? Examples of what is NOT lead nurturing: 1. You might also like.

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

B2B Lead Generation Blog

That said, I’ve seen companies spend most of their budget getting people to raise their hands but not putting enough toward progression. As you do that, consider the questions that customers have in mind before they make a buying decision: How will this product or service help my company? Is there another company out there that is better? Is the company credible?

Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. CEO’s office and pitch the idea of building a small me- dia company within a large corporation. concrete business goals: — Ultimate Content Strategist Playbook: Content Road- map — Ultimate Content Strategist Playbook: Content Execu- tion — Ultimate Content Strategist Playbook: Growing Your. company? Introduction 4 II.

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. read recently that a company trimmed its registration form to include an extremely basic two-field form and found its conversion rate more than tripled with this simplification. You should: Identify company size, industry and geography. challenge. You might also like.

Lead Generation via Influencers and Experts in 4 Steps

B2B Lead Generation Blog

There are multiple opportunities with influencer development, which include: Getting more opportunities with people and companies you may have not otherwise engaged with. Step 2: Focus — Research them, their companies and their clients or customers. Do they work with companies that fit your ideal customer profile? You begin by being genuinely interested in their business.

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.

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. You need to move from company logic to customer logic. Customers want to work with people and companies that can step in their shoes and understand the results they are trying to achieve. Tweet Putting customers first in lead generation. You might also like.

Lead Nurturing: Unique tracks and impactful tests

B2B Lead Generation Blog

After three months of calling, 40% wanted to continue to be in the IT company’s lead nurturing program, 15% moved further along in the sales cycle and 7% converted into customers. For an investment of less than $50,000, within three months the IT company gained $1.2 No matter how busy you are, make time to do lead nurturing activities. Think relevance. So does the second.

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

B2B Lead Generation Blog

In this situation, salespeople will have a tendency to focus on those companies they already know and relationships they already have, ignoring the others. Business need. The next question is, was that you asking the question, or was that someone else in your company asking the question? In total, we invested $40,000 to do this work, and the business was worth $1.2

Study: How Much of Your Content Marketing Is Effective?

companies will spend in the neighborhood of 50. identify them by their names and companies. effective in measuring business results. companies are devoting to content marketing. Companies like Coca-Cola have succeeded with a. companies for audience attention. only if the external publications are relevant to your business. business content.

Introduction to Lead Management

B2B Lead Generation Blog

However, companies continue to spend untold dollars on lead generation efforts ultimately doomed to fail. In my own experience working with companies, I’ve found the top issues include: Marketing qualified leads (MQLs aka inquiries) have been sent to sales people without qualifying them first or sending leads to Sales based on lead scoring alone. Lead management defined.

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

B2B Lead Generation Blog

most pressing business challenge for marketers today. There are a lot of expenses associated with purchasing hundreds of thousands of leads annually, so we are constantly working to maximize acquisition economics,” explained George Hurley, Director of Marketing Analytics, Plymouth Rock Management Company of New Jersey. Identify “risky” or “bad” leads.

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

B2B Lead Generation Blog

According to the MarketingSherpa 2012 Mobile Marketing Benchmark Report (free excerpt at that link), when asked, “Which mobile marketing tactic does your company use?” 64% of B2B companies listed mobile websites as their number one mobile marketing strategy in use. To be honest, I was surprised to see so many companies without a mobile site. Caterpillar : Not a desktop replica.

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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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

fully formed media company. number of other companies like General Electric, Marriott, and Starbucks joined the club, competing. Full disclosure: GE and Marriott are Contently clients.) It may seem odd at first to liken companies known for. as media company.” challenge for any company, no matter its size or budget. 49 percent work across B2B and B2C businesses.

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

B2B Lead Generation Blog

discussed this with my colleague Daniel Burstein, Director of Editorial Content, MECLABS, and he agreed with my concern and related a conversation he had with one of our company’s Research Partners. Tweet Email marketing is a mature marketing tactic, yet I don’t believe B2B organizations are capitalizing on its potential to generate leads. What is the pain they’re trying to ease?

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

Here’s some lead nurturing content ideas: Articles and media mentions  — Email by lined articles written by you or about your company or snail mail reprints written by you on relevant topics to your future customers. 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. What can you send via email? How can you leverage events?

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. You need an intelligent process to identify the person’s function and role in the company, rather than going by title. With a recent MECLABS partner, we developed a process for determining a contact’s function in the company based on a series of conversations.

5 Ways to Deal with Change for Successful Marketing

B2B Lead Generation Blog

But consumers aren’t the only ones who have changed; companies have changed too. Consider this statement from Charles Swindoll : “Life is 10% of what happens to me and 90% of how I react to it.” Be the change you want to make in your company. Your company needs you and your marketing leadership more than ever. Tweet As marketers, we deal with a lot of change.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Relationships That Last A Lifetime Focus On People, Not Companies, To Increase Advocate Engagement by Laura Ramos September 28, 2015 FoR B2B MaRketing PRoFeSSionaLS FORREsTER.COM key takeaways Customer Testimony Helps B2B Attract. Business And Close Deals Referrals deliver higher-quality leads, references. service to your business goals -- is the best way. Forrester’s Business.

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

B2B Lead Generation Blog

That changed when the computer company realized 4,000 conversations about the brand were happening online every single day and the company was not present. While Margetic cannot share specific numbers, he says B2B social media initiatives drive “a significant chunk of their B2B business.”. Related Resources: Becoming a Social Business – Dell SlideShare.

How the Halo Effect Drives Lead Generation

B2B Lead Generation Blog

My dad taught me many lessons growing up, and one that stands out as relevant to lead generation went something like this: He said, “Choose your friends carefully because we become like the people we spend most of our time with, and [like it or not] we’re judged by the company we keep.” ” He didn’t know it the time, but he explained how the halo effect  works.

3 Factors that Connect Value Prop to Prospects

B2B Lead Generation Blog

What you are actually offering is hype, bland-vertising and the creature comforts of company jargon that only you understand. However, the move from broad brush understanding of a company’s value proposition to the granular level of value prospects are looking for is where many marketers become lost. In other words, what’s the elevator pitch for what you offer in the marketplace?

Marketing Automation: Lessons from 4 case studies

B2B Lead Generation Blog

Case Study #1 – Marketing Automation: 200% increase in lead volume for software company after implementation. SmartBear Software, a B2B cloud mobile software company, was rapidly growing and decided to implement CRM software and marketing automation software as a single process to ensure the two technology pieces would be easily integrated. 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.

Content Marketing Playbook: Strategy and Roadmap

returned to the company after a 28-month stint leading. back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. with a better example of a brand building a more effec- tive content roadmap than GE. “It’s been a big change in our company—we’ve tried to. the powerful force that pushed the company forward. All rights reserved.

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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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. Invest as much in creating creative and content for lead progression as you do for lead capture. I’ve seen companies spend most of their budget getting people to raise their hands but not enough toward progression. Let your entire company know you’re past conversion rates and current outcomes. You can make a huge impact by focusing first on creating an Ideal Customer Profile (company-wide, for each product, service or solution). The velocity of following up matters.

Value Proposition: What motivates prospects to buy from you?

B2B Lead Generation Blog

sent out an email to the company describing what I was doing. 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. However, we can do things to change the image of the company in order to increase motivation. Tweet One day at the office, I decided to put a dollar bill on my cubicle wall.

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Why Servant Marketing Matters

B2B Lead Generation Blog

This is especially true for companies that have a complex sale where B2B buyers face daunting decisions that involve huge risks, and sellers struggle to articulate their value propositions and differentiate themselves from competitors. One company that I’m hoping to interview for a future blog post practices servant marketing and generates 200% more revenue per customer than their competitors. I’m looking for more companies that practice servant marketing. Marketing Strategy b-to-b B2B business-to-business complex sale servant marketing Do you know of any?

Content Methodology: A Best Practices Report

company’s content across the enterprise. they compete both against their business competitors and all content creators that vie. for their audience’s attention, including major publishers and media companies. returns on business-related goals. suppliers, and can help facilitate corporate communications and build company culture. for the company’s newsroom.

The Domino Theory of B2B Content Marketing

B2B Lead Generation Blog

This is one of my favorite aphorisms from Flint McGlaughlin, Managing Director, MECLABS, parent company of MarketingSherpa. My client was, at the time of this case study, the world’s largest mergers and acquisitions (M&A) company serving the mid-market. The target was the CEO of a $3 million to $100 million company. Tweet “You don’t optimize a landing page or an email.

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. This was the first automated nurturing program at Crowe Horwath, and it became a model the team uses to deploy similar programs across the company. Background on the campaign.

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

B2B Lead Generation Blog

What kind of company do they work for? The best group names are not those containing the company’s brand, but instead are those named in a way that appears to solve your prospects’ core needs. 3. 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. It was cringe-worthy.

How to Use LinkedIn to Generate Leads

B2B Lead Generation Blog

For instance if you are Marketing Specialist for Toyota, reword it to say “Internet Marketing Expert for Fortune 500 Companies.” 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 LinkedIn offers tips for consultants using the channel to build their business, demonstrate areas of expertise and leverage their network.

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 Nurturing: You can’t automate trust

B2B Lead Generation Blog

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. For example, Jill was a guest speaker for one company at Dreamforce, but the marketing messages and phone calls she received after the event didn’t acknowledge they knew her, or that she was featured on their website. It was fast.

Marketing Analytics: 3 steps to help Sales and Marketing improve productivity

B2B Lead Generation Blog

They would be wise to follow the lead of Aimee Miller, Vice President of Marketing,  AppFolio , a property management software company. She is able to: Track every penny of her marketing investment and its business impact. Help her sales team identify the hottest prospects faster in the company’s database. Which ones were accepted by Sales. Which ones resulted in revenue.

Lead Generation: How to establish a connection offline

B2B Lead Generation Blog

Bob was backing up a recent study claiming that the typical business person only receives a personal letter once every seven weeks, yet receives an excess of 100 emails a day. The end goal of Blue Pillar’s marketing efforts was to schedule briefings with the decision-makers of  target companies. Collateral pieces on Blue Pillar (what the company is, what it offers). It worked.

4 Perspectives That Should Shape Your View of Value Propositions

B2B Lead Generation Blog

Tweet If you think a value proposition is just a catchy phrase or the elevator speech your salesmen can spout off to customers, consider what Michael Lanning, the creator of the term, has to say. “It should drive what you communicate, but more,”he explained. “It should be the heart of your business strategy — an articulation of how customers will be better off if they do what your business proposes.”. Three decades ago, Michael invented the concept and coined the phrase while he was a consultant for McKinsey & Company. ”). Seriously try to think like the customer.

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Staffing and Launching Your Content Marketing Program

brand publishers aren’t in the business of publishing. companies around the globe: 1. business. JOE CHERNOV, VP OF MARKETING, HUBSPOT: “HubSpot is not only a company, but it’s also the cata- lyst of a movement. We do have clear business goals for The Content. media business. ROI Best practices for tying content to business results. Introduction 3 II.

Lead Generation: How well do you really know what your customers want?

B2B Lead Generation Blog

For example, through testing, Jon Ciampi, Vice President Marketing, Business Development & Corporate Development, CRC Health, learned his customers craved trust, not luxury. He reinvented his lead funnel based on this insight, changing everything from his company’s landing pages to his team’s call scripts. In a business-to-business setting, I make a few hundred cold calls myself.

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