Sales Lead Insights

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A creative director’s take on marketing strategy and tactics

Sales Lead Insights

The content? The media and formats are new, but the relevance and variety of the information – content – hasn’t changed much. It’s a great way to motivate companies to create repositories of messages, offers, and content that can be distributed as soon as a response or inquiry is submitted. Lead generation is a top objective of B2B marketers. And we do that a lot. Right.

How to Improve Your Marketing Automation ROI

Sales Lead Insights

By itself, a MAP can help marketers refine their targeting and the assignment of specific content to prospects; together these drive greater response rates. Effective B2B marketing processes plus automation yield outsized returns. The magic lies in realizing higher conversion rates throughout the Sales cycle. It’s not about generating more leads; it’s about identifying the right leads.

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B2B telemarketing: An interview with Michael Brown

Sales Lead Insights

define that as: phone + e-mail + social + SEO/SEM + online content. 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. So I sat down with Michael and asked him what’s new in telemarketing. Cold callers call to pitch. Well put.

B2B Marketing Automation: Crawl, Walk, Run, Win

Sales Lead Insights

Step 1: Develop Personas and Related Content. Repurpose, refresh or create content for offers that are relevant and useful to them. Match the content and cadence to each. The bad news is that when it comes it comes to implementing marketing automation for generating, nurturing and qualifying leads, many B2B marketers are daunted by the perceived complexity. The good news?

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

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

Sales Lead Insights

They’re struggling with content development. How do they create the amount of quality content they need with limited resources? Where should people start… how should they go about creating the content they need? Inventory what (content) you already have in house. Curate and use other people’s content, with their permission and giving them credit. Add to the content on your site so prospects have a reason to return to it. And it’s also for developing the content that can be leveraged for the other two buckets: Case studies, podcasts, webinars, etc.

Graphic design tips from one of our experts

Sales Lead Insights

Kim designs marketing and campaign materials for our clients including emails, landing pages and other online and offline marketing materials such as “offer” content including white papers, how-to guides, checklists, case studies and presentations. Worth considering: Need help designing your B2B lead generation and lead nurturing campaigns and content? Less is more. Honor your brand.

B2B Email Marketing: Interview with Stephanie Miller

Sales Lead Insights

The bad news: It’s not about content – so changing words like "Free" or "Click here" won’t make much of a difference. Keep it simple – no one has time to read a lengthy newsletter, even if the content is interesting. Use unique content and a slower pace. This is one of a series of occasional interviews with top practitioners on topics of interest to B2B lead generation, marketing and new business development professionals. My guest today is Stephanie Miller , email expert and co-author of Sign me up! Witness your own Junk folder.

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

Sales Lead Insights

Remember to offer content prospects can really use. The content must be relevant to the recipient. 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. Cost: Completely Free! Register here. Register here.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

B2B e-newsletters: Three bits of advice

Sales Lead Insights

A client just asked me, "What are the three best pieces of advice to give to companies that embark on an e-newsletter for the first time?" Here’s my answer: Useful, relevant content is essential to get readership, and to avoid opt-outs. (I recommend aiming for 80 percent or more useful content and 20 percent or less promotional content.). Make sure compelling copy is visible in the upper left corner. When viewed as HTML with graphics shut off, as well as when viewed as a text email or via a PDA/phone.).

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Increasing B2B Lead Management ROI: 4 Key Performance Indicators

Sales Lead Insights

Content. Although the findings are not news to me or my clients, a recent research study about increasing B2B sales lead management ROI is worth mentioning. Because it validates some of what I’ve been recommending to my clients for years. The Forrester research study and white paper about sales lead management , commissioned by Silverpop , reports that when it comes to increasing the ROI from B2B sales lead management, there are four key performance indicators (KPIs) that pay off in more qualified leads and sales. Lead scoring. Nurture early-stage buyers.

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

Sales Lead Insights

Dianna helps businesses with their B2B marketing communications content strategy and implementation. Usually the person doesn’t know what the newsletter content will or should be, the publishing frequency, whether or not he or she wants to use segmented lists, etc., This is one of a series of occasional interviews with top practitioners on topics of interest to business-to-business lead generation, marketing and new business development professionals. My guest today is Dianna Huff of DH Communications. Second, strategy doesn’t match the objective.

B2B Lead Generation by Phone: An Interview with Michael Brown

Sales Lead Insights

Customers expect in-depth content knowledge and business process skills. This is one of a series of occasional interviews with top practitioners on topics of interest to business-to-business lead generation, marketing and new business development professionals. My guest today is Michael A. Brown. He is the B2B telemarketing and telesales consultant and telemarketing trainer whom I frequently recommend to our clients. Michael, first off, I know you hate to use the word “telemarketing.&# Why? Telemarketing is why your home phone is on the national do-not-call list. List validation.

Your B2B Lead Generation Budget: Start by Cutting It Into Thirds

Sales Lead Insights

The lion’s share of this final third should be spent on creating content (e.g., white papers, how-to guides, checklists, decision-maker kits, webinars, newsletters, articles and web page content optimized for key search terms). Here is a simple and effective way to allocate your business-to-business lead generation budget. Use the first third of your B2B lead generation budget for Internet marketing. Adding your company and its products or services to appropriate online directories. Use the second third of your B2B lead generation budget for direct marketing.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

B2B Copywriting: Interview with Miller McMillan

Sales Lead Insights

Using keywords, tags, links and relevant content is critical to being visible in search results. Can a copywriter be a generalist and still be effective, writing everything from lead generation copy to search-optimized web page copy to content such as case studies, white papers and how-to guides? This is one of a series of occasional interviews with top practitioners on topics of interest to B2B lead generation, marketing and new business development professionals. Miller has worked with such clients as CNN, Hughes, Nestlé, Avery and Microsoft. Am I right? Absolutely.

The B2B Lead Generation Benchmark Study Report: Useful data and advice

Sales Lead Insights

Please take a look at the Table of Contents. Are you looking for data to help justify a bigger budget or more resources for your B2B lead generation programs? Are you looking for advice you can use to make your B2B lead generation programs as productive as they can be? Get the 2009 B2B Lead Generation Benchmark Study Report. It provides metrics and best practices for business-to-business lead generation. Are you wondering what results your B2B lead generation peers are getting from telemarketing, email, their websites, online marketing, social media and other tactics?

What is structured content?

Biznology

Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing , the one that has attracted the most questions from my colleagues is the section on structured content. All that did was change the shape of the content.

The 24 Best Visual Content Creation Tools

Webbiquity

More than 90% of B2B marketers already use content marketing in some form, and spending on content marketing is projected to double by 2019. But content won’t simply be produced in greater volumes, it will also become increasingly visual. Visual and video content will become increasing important.” ” — Marketing Insider Group (Content). 14) Kleki.

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B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Personalized content for more effective content marketing

Biznology

Content marketing is, of course, a great way to attract and engage an audience, but if you’re putting out one set of content for all comers, you’re wasting an opportunity to engage more deeply. Personalizing content will yield much greater results. Persona-Specific Content. Behavior-Based Content. Don’t call them, they’ll call you. How did they find your site?

10 Digital Trends to Inspire Your 2017 B2B Content Marketing Strategy

KoMarketing Associates

With 2017 less than two months away, it’s time to start thinking about your 2017 B2B content marketing strategy and how to get the most out of your efforts. With this in mind, we’ve pulled together a list of ten digital marketing trends that should be considered by all when thinking about next year’s content strategy. 1. Content Management Inefficiency Abounds.

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22 Tantalizing Content Marketing Stats and Facts

Webbiquity

With the near-universal embrace of content marketing— 93% of B2B marketers are using content marketing , and B2C marketers are close behind—the amount of brand content being produced has exploded. Already widespread, content marketing will continue to grow. Visual and video content will become increasing important. Stats About Content Marketing Use and Trends. 1.

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Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. The Track Maven study found that content engagement decreased by 17% in the same period. 

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

How To Lead With Customer-Focused Content

Tony Zambito

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. by Creative Stall. New Dilemmas For Marketers.

From Mealy to Meaty: How to Create Better Content

Act-On

Many of us content marketers have been operating under a faulty premise. Every year, we’ve made it a priority to create more and more content. Even this year, 76% of B2B content marketers say they will create more content. But does more content result in better content? We could get more strategic about curating some content. So what to do?  .

How to Create Irresistibly Shareable Content

KoMarketing Associates

Every now and then, a piece of content goes absolutely viral on the internet. And, it’s pretty much every content marketer’s goal to produce that piece of content, the one that gets shared like crazy. Creating shareable content requires taking a step back and thinking about the process. What actually encourages people to share content? What Enjoy! The Place.

The 23 Best Content Ideation Tools

Webbiquity

Great content—the kind that resonates with your audience—starts with great topic ideas. What are the best tools for finding great content ideas? Here are almost two dozen of the best content ideation tools finding and capturing bursts of inspiration. Sample review:  “Turns your content creation into a magazine, while it can also be embedded on WordPress sites too.”

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

How Does Content Marketing Help with SEO?

Webbiquity

Content marketing and SEO are often written about and addressed separately. There have been theories surrounding Google’s algorithm that question if content marketing as important as people think it is for a business’ rankings for years, but there’s no doubting that efficiently marketing quality copy is beneficial to any SEO strategy. The answer: through content marketing.

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The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. Documented Content Strategy Helps. by Aha-Soft.

Industrial Content Marketing’s Role in Sales

Industrial Marketing Today

You’ve probably read all the buzz surrounding industrial content marketing. The Content Marketing Institute found that 81% of business-to-business (B2B) manufacturers in North America said that their organizations were using content marketing (Source: 2016 B2B Manufacturing Content Marketing Trends—North America). This is only a content summary.

Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial Marketing Today

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect the dots when it comes to measuring its effectiveness in driving sales. This is only a content summary.

13 Suggestions for Content Marketing Inspiration

KoMarketing Associates

One of the most rewarding parts of planning and writing content is landing on a new idea kernel. The newfound bounty can power content marketing efforts for a few weeks or even longer. So how can a content marketer keep a spark file of fresh ideas and stave off the boring, overdone, or stalled ones? Here are some suggestions for finding your content marketing inspiration.

34 Compelling Content Marketing Stats and Facts

Webbiquity

Content marketing is now ubiquitous, with 93% of all marketers saying they do content marketing (it’s not clear what the other 7% are doing). But with so much content being produced, distributed and shared, how do you make your efforts stand out and grab the attention of your prospects? Only about half of marketers try to connect content to sales. TopRank ). 2.

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Outside-in marketing: a pragmatic approach to content marketing

Biznology

Content Marketing is rapidly growing, but is often done poorly. People think they have to publish content regardless of the needs of their target audience, at a pace no one can possibly consume. This leads to what Mark Schaefer calls “content shock,” in which you overwhelm an increasingly unwilling audience with content. Don’t worry. Thanks to all our sponsors!

How Your Startup Can Overcome Content Marketing Challenges

KoMarketing Associates

Starting a content marketing program from scratch is right up there on the list. Data shows content marketing is a long game requiring consistent, strategic investment. Startups that invest in content marketing have the means to affirm theirs is the best solution. Content has the cues. There are even more reasons to begin content marketing early. Guess what?

5 Reasons Snackable Content is (Still) Awesome

ScribbleLive

If you’ve ever heard the expression “big things come in small packages,” you already know a little something about snackable content. This social media content category might be composed of small, easy-to-consume chunks of information—think a tweet, or a Facebook video, or an Instagram meme—but it is nonetheless a mighty force for the good of your brand. Puh-lease.