Sales Lead Insights

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A creative director’s take on marketing strategy and tactics

Sales Lead Insights

Like increasing or establishing awareness in a particular industry vertical, generating qualified leads from companies of a certain size or location, attracting more visitors to a product offer page, persuading existing customers to purchase a complementary product or add-on, or using a discount to attract more prospects who are ready to buy. Mac: Clients give us all sorts of input, right?

Writing effective email copy from an expert in B2B marketing, lead generation and lead nurturing

Sales Lead Insights

Here are Meryl’s top email copywriting tips: Write emails with the prospect or customer in mind, not the company. This is the latest in our ongoing series of tips from some of the experts who provide our sales lead management consulting and training services and our marketing automation and lead-generation agency services. Meet Meryl Evans , one of our email copywriting experts.

How to Improve Your Marketing Automation ROI

Sales Lead Insights

Companies using technology alone to solve their demand creation issues experience lower returns than companies who have no marketing automation AND no processes. The report breaks companies into three segments: No Marketing Automation with no processes. Effective B2B marketing processes plus automation yield outsized returns. Marketing Automation with no/weak processes.

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B2B telemarketing: An interview with Michael Brown

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Smart calls are exploratory calls based on an organization’s relevant news – an event or occurrence that changes them into a better-than-average prospect for your company. Ask before telling and learn before selling. Michael Brown is our “Business to Business By Phone Expert”. When it comes to using the phone to generate, nurture and qualify leads, there’s nobody better than Michael.

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. B2C Marketers companies that excel at lead nurturing generate. It’s also worth noting that companies that. company? mistake brands often make is only considering companies in their in- dustry as potential competition.

Revenue Performance Management: An interview with Jon Miller, VP Marketing and Co-founder of Marketo

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Jon, named a Top 10 CMO for companies under $250 million revenue by The CMO Institute , graduated magna cum laude in physics from Harvard College and has an MBA from the Stanford Graduate School of Business. I had a conversation with Jon about Revenue Performance Management and the current state of Sales and Marketing: Jon, what is Revenue Performance Management?

B2B Lead Generation: Getting on the same page

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Contact: A person at company or contact name on a database. Customer: A company, division, department or facility that has purchased from our company. Database: A listing of contacts at specific companies and facilities which is available for ongoing use. Inquirer: A contact who has responded to our company’s marketing (Website, direct marketing, exhibits, advertising, etc.). Inquiry: A response to our company’s marketing (website, direct marketing, exhibits, advertising, etc.). Specifier: The contact who specifies our company’s products or services.

Bridging the Content Chasm for B-to-B marketing automation and lead generation

Sales Lead Insights

There’s a new marketing term that I’m hearing more and more often - “the Content Chasm”. Changing buyer behaviors require B2B marketers to communicate with prospects and customers in new ways. By delivering content that is personalized to the prospective buyers' roles, where they are in their buying process and their personal preferences for consumption.

B2B lead qualification and scoring

Sales Lead Insights

Here’s what I came up with: Firmographics (industry, company size, location). In a survey conducted by Sirius Decisions , they found that companies who give fewer (better qualified) leads to Sales actually sell more. The growth of the Internet has changed B2B buyer activity. Buyers don’t wait for a sales person to call them anymore. They get most of their education on the web.

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.

Marketing for leads and sales: What’s working for technology companies today

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This post is based on a transcript of an interview I did with Karl Hourigan , Digital Marketing Strategist for Mediative , immediately following one of the half-day workshops I presented in three cities across British Columbia for the BCTIA entitled, Marketing for Leads and Sales: What's working for technology companies today. Companies have limited resources, so they can’t do it all. It’s just that as the economy picks up, companies are beginning to address them. Karl asked the questions. The answers are mine. What universal struggles do you see in the marketplace.

Near Boston or New York City? Get up to speed on BtoB marketing automation on your way to work

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To quickly get up to speed on BtoB marketing automation and the benefits it may bring your company—and to learn about some fast, easy and affordable ways to put it to work—please join us for this Executive Breakfast Briefing: What BtoB marketing Automation is all about, and why you should care. If your company hasn't, it may be at a competitive disadvantage! Westin Waltham Boston.

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Is social media effective for B2B lead generation?

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I’m probably biased, but I believe the primary objective of business-to-business marketing is driving sales of the company’s products and services. Other B2B companies try to skip the leads-to-salespeople-to-sales process, instead encouraging prospective customers to initiate purchases themselves from print or online catalogs and/or via order forms, e-commerce sites, phone calls or purchase orders. Yet many of these same companies eventually come to the realization that not every prospective customer is ready to buy now. about a survey they recently conducted.

Want to build a great brand for your company?

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Instead of investing a bundle financing a snazzy new logo, or spending too much of your marketing budget on brand advertising, invest in making sure that all the touch points your company has with its prospects and customers are enhancing the brand… rather than hurting it. B2B marketing

Learn the secrets to generating more B2B leads and sales for less

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Then don't miss this complimentary two-hour breakfast briefing designed specifically for senior corporate, sales and marketing executives at a mid-size to large companies, or at a fast-growing, venture-funded small companies; executives who are looking for ways to cost-effectively and efficiently use marketing to boost sales. Boston/Waltham New York City. And only do what works.

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. of content marketing technology companies have.

B2B Email Marketing: Interview with Stephanie Miller

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Stephanie describes herself as a customer advocate who, through her work with email performance company Return Path , helps marketers reach the inbox and connect with prospects and customers via email and social marketing. We have done this analysis for global marketers and identified the top 20 companies on their file – and then we reach out to each of those companies and find out what sort of filtering is happening and try to become whitelisted. Avoid sharing lists between brands or companies – treat the permission grant with respect. Yikes!

Looking for a roadmap to more revenue? Read this book!

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For years companies crafted and delivered their messages, which customers depended upon to make buying decisions - because it was the only information available to them. Now, when customers are looking to buy, they start by “Googling” the product or service, ignoring the company's sales messages, and reading what third parties have to say about it. Their selling system is broken.

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B2B Ads From the Past

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Speaking of B2B advertising from the past, one ad that never grows old for me is this one from McGraw-Hill : The copy reads: “I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. I always find it interesting to take a look at the work done by our predecessors in B2B marketing.

B2B Lead Generation Checklist: 22 Success Tips

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The fun part is I get to work with some of the best people at the best companies in the business. Use testimonials (real people at real companies). ? What do I like best about being a B2B lead generation consultant? The rewarding part is I get to see first-hand what works best (and what doesn’t) when it comes to generating, nurturing and identifying the qualified, sales-ready leads that salespeople, reps, resellers and distributors need. Speaking of what works best, here are 22 tips for getting better results from your B2B lead generation programs: ?

Study: How Much of Your Content Marketing Is Effective?

companies will spend in the neighborhood of 50. identify them by their names and companies. companies are devoting to content marketing. Companies like Coca-Cola have succeeded with a. companies for audience attention. and interests instead of just telling them about the company’s. These companies need to talk with. Copyright © 2015 Contently. in it.

Can you join me for breakfast or lunch in Chicago at Harry Caray’s on August 25th?

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If you are near Chicago, and are responsible for getting your large company's marketing materials into customers' hands, consider attending this Breakfast or Lunch and Learn: As Marketing Grows More Complex, Don’t Forget the Basics. Attend this breakfast or lunch for marketers at large companies and learn how to: Best connect with your prospects and customers. Cost: Completely Free!

When it comes to B2B marketing, think things through carefully before you act.

Sales Lead Insights

All the brand marketing in the world doesn’t matter if the experience the prospect has with your company is disappointing.). I recommend that B2B marketers pay special attention to what I call the Domino Effect, where one thing leads to another. For example, if you make an offer on your website, do you have the requested information or materials ready to go?

2012?s Most Influential People in Sales Lead Management: Winners announced

Sales Lead Insights

Nominees came from many diverse disciplines including CRM Software and Marketing Automation Software , telemarketing, database management, conference management, fulfillment, consulting and publishing companies. The Sales Lead Management Association just announced the results of the voting for the Most Influential People in Sales Lead Management in 2012. James W. They are champions of wealth generation and we thank them for their unselfish efforts.". 2,117 members cast votes in the SLMA's first members only election, (previous elections were open to the public). Thank you!

Get up to speed on B2B marketing automation in an hour for free

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To quickly get up to speed on marketing automation and the benefits it may bring your company—and to learn about some fast, easy and affordable ways to put it to work—please join us for this one-hour webinar: What B2B marketing Automation is all about, and why you should care. If your company hasn't, it may be at a competitive disadvantage! December 15, 2010 - 2 :00 p.m.

Content Methodology: A Best Practices Report

company’s content across the enterprise. for their audience’s attention, including major publishers and media companies. suppliers, and can help facilitate corporate communications and build company culture. This virtuous circle is only possible when the company works to build a culture of. The studio helps unify the company around a. for the company’s newsroom.

Sales and Marketing Integration: An Interview with Elizabeth Vanneste, CMO of Miller Heiman

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Elizabeth has led successful marketing and sales efforts at a number of prestigious companies including MFS International and Level 3 Communications. The research results support benchmarking exercises that enable companies to understand how they compare to their peers and how they can better identify areas for improvement. Why are they interested in your company?

B-to-B Lead generation: What Enterprise-size Companies Should be Doing Differently in 2010

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If you are responsible for business-to-business lead generation at a large company, don’t miss this webcast! This one-hour webinar will cover: The latest trends in B-to-B lead generation, and how you can leverage them; Which lead gen strategies and tactics are working best, and which no longer work for enterprise companies like yours; The pros and cons of various marketing media for generating, nurturing, and qualifying leads. Lead Gen in 2010: Learn What is Working Best Right Now. January 27, 2010 at 11:00 am PST (2:00 pm EST). Why not register right now? Mac) McIntosh.

B2B Marketing Strategies for Small Companies: An Interview with Dianna Huff

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Dianna, what are some of the marketing mistakes you see smaller companies making with regard to B2B marketing communications strategy, and what should smart marketers do instead? Mac, that’s a good question. I see companies frequently making these two common mistakes: First, not having a strategy. For example, someone from a small company will call to say, “We want to send out an e-newsletter,&# but the marketer or business owner hasn’t thought through the purpose of the newsletter (except for the generic “We want to send people to our website&# ).

A List of B2B Lead Qualification Criteria by Category

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Here’s what I came up with so far: Firmographics (Industry, company size, location). I was thinking about all the lead qualification criteria I’ve seen used in B2B lead generation programs and started listing them by category. Demographics (Contact’s title, job function). Contactability (Phone number, email address). Need for your product or service.

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.

Marketing-for-Leads Guide: Step 9 – Who are your best prospects?

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Step 9: Target the best companies and contacts with your lead-generation efforts. Determine who has the business problem your products and services address, both at the level of companies and at the level of contacts within those companies. Place the largest companies at the top of the list and the smallest at the bottom. Profitability.

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Marketing-for-Leads Guide: Step 9 - Who are your best prospects?

Sales Lead Insights

Step 9: Target the best companies and contacts with your lead-generation efforts. Determine who has the business problem your products and services address, both at the level of companies and at the level of contacts within those companies. Place the largest companies at the top of the list and the smallest at the bottom. Profitability.

SIC 2

Benchmarking shows B-to-B marketing budgets have been cut by roughly 44 percent, but spending on pipeline acceleration programs has doubled

Sales Lead Insights

A recent press release from SiriusDecisions states that based on the company’s business-to-business benchmarks: Roughly 44 percent said their marketing spend for 2009 will be reduced; The hardest hit marketing budget categories are advertising (down 17 percent) and events (down 12 percent); 25 percent said marketing spending will remain about the same as in 2008. If so, what got cut?

Benchmarking shows B-to-B marketing budgets have been cut by roughly 44 percent, but spending on pipeline acceleration programs has doubled

Sales Lead Insights

A recent press release from SiriusDecisions states that based on the company’s business-to-business benchmarks: Roughly 44 percent said their marketing spend for 2009 will be reduced; The hardest hit marketing budget categories are advertising (down 17 percent) and events (down 12 percent); 25 percent said marketing spending will remain about the same as in 2008. If so, what got cut?

Staffing and Launching Your Content Marketing Program

companies around the globe: 1. JOE CHERNOV, VP OF MARKETING, HUBSPOT: “HubSpot is not only a company, but it’s also the cata- lyst of a movement. work at a small company without a lot of bureaucracy. company or in one of those industries, you might be. though a lot of their stories report on the company’s. the company has in place, the editorial team has the.

Marketing-for-Leads Guide: Step 10 – How will you reach the best prospects?

Sales Lead Insights

Step 10: Determine how to reach the best companies and contacts. After you have identified the right companies and contacts to target with your B2B lead generation efforts, you need to determine the best ways to reach them. Another way to reach your target companies and contacts is through their professional advisors. For example, which magazines do they read?

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Marketing-for-Leads Guide: Step 10 - How will you reach the best prospects?

Sales Lead Insights

Step 10: Determine how to reach the best companies and contacts. After you have identified the right companies and contacts to target with your B2B lead generation efforts, you need to determine the best ways to reach them. Another way to reach your target companies and contacts is through their professional advisors. For example, which magazines do they read?

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In British Columbia? Consider attending a live, half-day workshop about driving more leads and sales with marketing

Sales Lead Insights

If you are near Kelowna, Victoria or Vancouver, consider attending one of this series of live, half-day workshops: Marketing for Leads and Sales: What’s Working Best for Technology companies Today. 8:30 am to 12:30 pm. Who should attend: If you responsible for sales or business development at your technology company – CEO, President, Vice President, Director or Manager - You can’t afford to miss this half-day seminar. February 22 - Kelowna, BC. February 23 - Victoria, BC. February 24 - Vancouver, BC. Which lead generation tactics are working best today, and which should you avoid.

B2B marketers: Please don’t believe everything you read.

Sales Lead Insights

One of my favorite marketing magazines, BtoB , featured an article in its November 8, 2010 edition which posed some questions to Brian Halligan, CEO of marketing software company HubSpot. One of the questions was "How can b2b marketers improve their lead-nurturing efforts?" Brian's answer was, "B2b companies are way too obsessed with the middle of their funnels—[i.e.,] what do I do once I get a lead?—and —and not nearly interested enough in how the heck do I get more leads in the first place. It didn't work then and it doesn't work now.

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.