B2B Lead Blog

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Better Social Selling, an Interview with Jill Rowley

B2B Lead Generation Blog

Now, for the past three-plus years, I have been helping big and small companies think about social as a channel, and how do they embed social into their selling. work with big and small companies on how to approach social selling from a programmatic, organizational level. Not “you, your company, your business objectives.” Jill: Sure, Brian. Yeah, absolutely.

How Empathy Will Grow Your Sales and Marketing Pipeline

B2B Lead Generation Blog

This fact is particularly the case for companies that have a complex sale where B2B buyers face daunting decisions that involve huge risks. They need useful content that helps them convince colleagues inside their companies to choose a different path. We formulate our opinions about companies based on our interactions with their people. What is empathic marketing?

The Biggest Contributor to B2B Revenue

B2B Lead Generation Blog

In most B2B companies with complex products or services, marketing-sourced leads rarely account for even half the revenue and often it is much less. If y our company does not have such a team or the team you have is not optimized, getting the model or strategy right is key.  Some companies serve a broad market and generate lower revenue per account.  Oracle. Marketo. HubSpot.

4 Ways to Humanize Marketing to Fit Your Buyer’s Journey

B2B Lead Generation Blog

Have you humanized marketing for your company and if you did, how did it impact your use of marketing automation? We need to stop treating our customers like objects and treat them like people. So how do you humanize marketing to fit your buyer’s journey? It’s not that they’re all bad (but plenty of them are); it’s because, at the core, there’s something deeper going on. They feel it.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

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.

16 Proven Ways to Get Better Opportunities Now (Part 1)

B2B Lead Generation Blog

Without a ULD, salespeople will have a tendency to focus on the companies they already know and relationships they previously had and ignore the others. The next question is, was that you were asking the question, or was that someone else in your company asking the question? It’s about doing better with the ones you already have. Create a universal lead definition. .

Fast Growth Marketing: From 0 to 500,000 Users

B2B Lead Generation Blog

Jim: One of my marketers came up to me as we were naming the company, and we were looking at a bunch of different names like Jigsaw.  I love that name. She came to me and went, “Fowler, I’ve got the perfect name for our company: Owler.” That becomes a globally important company. For instance, our descriptions of companies are one sentence long. Funny.”

5 Ways to Immediately Boost Account Based Marketing (ABM)

B2B Lead Generation Blog

He recently finished as a chief evangelist over at MECLABS, and he’s now helping B2B companies understand and execute some of their modern demand generation chores so I thought we would tap Brian right away to talk about this. Some companies are doing lead focused operating and they are making the transition account based marketing. Jim:   Empathy, huh? Brian:  Yeah. look for to that.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

3 Good Questions to Align Strategy, B2B Marketing, and Sales

B2B Lead Generation Blog

If not, you’re in good company. Most companies struggle with this according to the Frank Cespedes, author, and Senior Lecturer at Harvard Business School , “selling [or marketing,] no matter how clever and creative can’t generate good financial returns unless it’s connected to strategy.”. I met Frank while we both spoke at an event in Santiago, Chile. Frank Cespedes.

How to deal with change stress and be a better marketer

B2B Lead Generation Blog

And, there’s more change inside our companies too. Your company needs you and your marketing leadership more than ever. As marketers, we deal with a lot of change stress. Seriously. The marketing world is exploding. We’re dealing with an explosion of touchpoints, channels and marketing technology. Even our customer buying process has changed. Remember that attitude is everything.

New Chapter for the B2B Lead Blog

B2B Lead Generation Blog

And entirely new companies and careers have been built up around them. You may have noticed the B2B Lead Blog has a new look. Image credit: PhotoDune. That’s because it’s my personal blog again. After a stint at MECLABS (resulting from the acquisition of InTouch ) I’ve been given a great opportunity to do something new. What does this mean to you?

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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. Idea #3: Create message based on industry vertical or company size (Hint: Segmentation). At the same time, company size will give you a hint as to the resources they have available to tackle these challenges. Segmentation.

How to Use Trigger Events for More and Better Leads

B2B Lead Generation Blog

Every company will have some trigger events that matter more than others because of what they sell solves various problems and addresses different motivations. Trigger events helped this company increase sales conversions by 400%. Those companies had a 400% higher probability buying their software than businesses that didn’t. Twitter for @company @product @people mentions.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

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.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

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. At the same time, the company expanded its email follow-up process and was able to increase the amount of personal data collected over time. You should: Identify company size, industry and geography.

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?

Lead Nurturing in 6 Simple Steps

B2B Lead Generation Blog

What else have you learned to implement lead nurturing programs in your company? Tweet What’s the quickest, cheapest way to implement lead nurturing? I get that question frequently when I talk to marketers about lead nurturing. Lead nurturing is pretty easy to understand, but hard to execute when you have little time or budget. Volumes could be written about each bullet point. Step #1.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

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? Testing and refining your messaging and value proposition.

How to Put the Customer First in Lead Generation

B2B Lead Generation Blog

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. That missing piece is customer empathy. We can get so caught up in our systems, tools and investments that we lose sight of empathy.

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 Think relevance. This is the essence of lead nurturing. Sowing + Nurturing = Reaping. As you sow, so shall you reap.

The Most Important B2B Marketing Metrics for CEOs

B2B Lead Generation Blog

B2B Marketing: How accounts payable company’s new process increased Marketing’s contribution to revenue 1,300% [MarketingSherpa B2B Marketing case study]. Tweet CEOs expect their marketing leaders to provide metrics and be accountable in meeting their numbers, just like their expectations for sales leaders. On the pipeline? On revenue? How much am I putting in and what am I getting out?

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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.

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. The next question is, was that you asking the question, or was that someone else in your company asking the question? Most new leads go nowhere. Here’s how. Create a marketing funnel, not just a sales funnel. Business need.

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

B2B Lead Generation Blog

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. According to the Salesforce 2015 State of Marketing report, lead quality is the No. Change the way leads are purchased.

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.

Where’s the Passion in B2B Marketing?

B2B Lead Generation Blog

If so, why would you want to? I’ve wondered how we can be passionate advocates to people outside our companies if we don’t have close relationships or trust inside our place of work. Build relationships with the right people and companies, regardless of their timing to buy. Companies don’t buy — people do. Tweet I’m writing this post at Dreamforce 2014. completely agree.

Lead Nurturing: Why good call scripts are built on storytelling

B2B Lead Generation Blog

The company identifier. Tweet In teleprospecting, it’s not just about what you “ask” prospects; it’s about when you ask them. This is where a lot of teleprospecting gets it wrong. Intuitively, fast, upfront and to the point seems like a sound approach and I’m a big fan of brevity. But, I also believe in timing and sequence, as both can make or break conversion. The “ask”.

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

B2B Lead Generation Blog

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. Tweet To kick off the new year I’m sharing 15 ideas on improving your lead management. Also, it should be the same person.

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.

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. 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. My advice is to start accumulating and building your lead nurturing library now. What can you send via email?

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

B2B Lead Generation Blog

Here were some of his suggestions to help your company engage in the right context: Educate your sales force on how to engage in social selling. So, what is social business exactly? While it would seem intuitive that social business is a social media best practice, that assumption could not be further from the truth. Sales leads as you know them are changing. From strategy to practice.

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.

B2B Content Marketing: Find the bigger story

B2B Lead Generation Blog

Watch this video replay from his keynote for  a case study on how B2B shipping container and energy company Maersk Group used content marketing to garner 1.5 million) including  more than 25,000 people actively talking about the company. Tweet “Anybody here think you have nothing to create content around? No exciting stories to tell?” million Facebook page likes (now at 1.8

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. Here are the free tools Margetic advised using immediately to hear the social media conversations impacting your business: Google Alerts : Whenever your company or your industry is mentioned online, Google will notify you.

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?