Sales Engine

JUNE 13, 2016

If you plan to join your competitors and the leaders of your industry in the move toward content marketing , there is something you should know. If your aim is to produce really good, informative, and nurturing content (and that should be your aim, because what’s the point otherwise?), You will have to build a content team.

Allocation 120

Allocation Content Demand Generation Agencies Work Management 120

Sales Engine

JULY 13, 2016

The problem with this image is that unlike its counterpart in the physical world, the sales funnel does not have the force of gravity to maintain the momentum of its contents. They expect you to be an expert in your field and about your solution, as well as to create relevant, informative content about it.

Top of Funnel 120

Top of Funnel Conversion Marketing Automation Services Sales Qualified Leads 120

Sales Engine

JULY 13, 2016

The problem with this image is that unlike its counterpart in the physical world, the sales funnel does not have the force of gravity to maintain the momentum of its contents. They expect you to be an expert in your field and about your solution, as well as to create relevant, informative content about it.

Top of Funnel 120

Top of Funnel Conversion Marketing Automation Services Sales Qualified Leads 120

Sales Engine

SEPTEMBER 1, 2015

Many companies that have embraced content marketing are still using it as a branding and positioning function of their marketing department. It’s not that this approach is wrong, but it’s not the main reason that most successful companies have embraced content marketing. Ultimately, we do business with people we know, like and trust.

Content Marketing 120

Content Marketing Cold Calling Marketing Qualified Leads Lead Ranking 120

Sales Engine

MAY 19, 2016

This is a primary role for content marketing programs in the B2B space, especially when an outside sales force is being deployed to sell a complex product or service. They simply don’t have the opportunity to identify what these high probability pain points are—unless they can be identified by the content that has been consumed.

Sales Qualified Leads 159

Sales Qualified Leads B2B Marketing Webinar Metrics Marketing & Strategy 159

Sales Engine

AUGUST 24, 2015

Everyone’s talking about content marketing , and companies are investing big dollars to jump on the bandwagon—but most are still thinking about it from yesterday’s marketing perspective where marketing’s primary role is branding and positioning. And they are barraged with information from likely competitors. Now it’s not that way.

Demand Generation Agencies 120

Demand Generation Agencies RFP Thought Leadership Paid Search Agency 120

Sales Engine

AUGUST 10, 2016

A common issue in B2B companies with a complex product or service offering is whether or not they can outsource content production that will resonate with prospects. Producing content in-house isn’t really a viable option because the thought leaders in the organization don’t have the time (or the skills) to write.

B2B Thought Leadership 120

B2B Thought Leadership Thought Leadership Content B2B Sales 120

Sales Engine

SEPTEMBER 18, 2015

Because the search engines like Google have changed their algorithms in the last few years, the role that search engine optimization (SEO) plays in content marketing is causing a lot of confusion. This sort of thinking is where we get into trouble when it comes to our content development strategy.

Top of Funnel 120

Top of Funnel SEO Content Marketing Long Tail Marketing 120

Sales Engine

NOVEMBER 30, 2015

A common issue in B2B companies with a complex product or service offering is whether or not they can outsource content production that will resonate with prospects. Producing content in-house isn’t really a viable option because the thought leaders in the organization don’t have the time (or the skills) to write.

B2B Thought Leadership 120

B2B Thought Leadership Thought Leadership Content B2B Sales 120

Sales Engine

JULY 29, 2016

Lead generation is not about buying lists with basic demographic (like titles, industries, and revenue size), which is why it’s so annoying when list vendors position themselves as lead generation companies just because they have contact information. This requires way more than just knowing the demographic information on your prospects.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Lead 120

Sales Engine

JANUARY 11, 2017

Most companies start with buying marketing automation without a solid strategy and underestimate the amount of content they require. Why You Need Demand Generation The buyer is more and more in control of this process—which means that they don’t have to talk to salespeople anymore to get the information they need to make an informed decision.

Demand Generation Agencies 136

Demand Generation Agencies Demand Generation Budget Programs Demand 136

Sales Engine

JANUARY 5, 2016

Lead generation is not about buying lists with basic demographic (like titles, industries, and revenue size), which is why it’s so annoying when list vendors position themselves as lead generation companies just because they have contact information. This requires way more than just knowing the demographic information on your prospects.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Lead 120

Sales Engine

FEBRUARY 2, 2016

The first rule in content marketing is to distribute content where your target audience is. Okay, the first rule is really to create great, relevant content that adds value, but getting it in front of the right people is right up there —if no one is reading it, it’s pretty much a waste. Well, that’s changed too.

Lead Generation 120

Lead Generation Facebook Lead Scoring Lead Ranking 120

Sales Engine

JANUARY 25, 2016

How to Dominate Your Market With Content from SalesEngine 1. As marketers tried to get the most out of this new digital world they re-discovered the importance of content. Today, I think so many companies are trying to muscle their way to more productivity with content rather than reimagining how they use it.

Enterprise Management 120

Enterprise Management Marketing Management Marketing Automation Services Sales Qualified Leads 120

Sales Engine

JANUARY 7, 2016

If you thought that coffee was for closers, I can tell you with absolute certainty that it’s for content marketers too. Only at the middle and bottom of the funnel (when you’ve qualified and are in negotiations with a prospect) will it be okay to inform them about the features, functions, and benefits of your solution. They never did.

Top of Funnel 120

Top of Funnel Features B2B Thought Leadership Digital Marketing Funnels 120

Sales Engine

AUGUST 22, 2016

How First Rate Uses Thought Leadership Content to Grow the Business Having the same brand since their start in 1991, First Rate knew they had to make some major changes if they were going to compete effectively and grow in today’s digital era.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Generation 120

Sales Engine

AUGUST 22, 2016

How First Rate Uses Thought Leadership Content to Grow the Business Having the same brand since their start in 1991, First Rate knew they had to make some major changes if they were going to compete effectively and grow in today’s digital era.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Generation 120

Sales Engine

AUGUST 20, 2015

When we’re providing information in a business environment such as spreadsheets, a series of bullet points in a presentation or a list of facts, the two parts of our brain that are activated are for language processing, but that’s about it. JM: Why is storytelling important in a content marketing context? KOGLER: The answer is simple.

Storytelling 120

Storytelling Work Management Acquisitions Marketing Management 120

Sales Engine

FEBRUARY 25, 2016

Sure, there are more audiences to consider on social media and people are accessing information on a multitude of devices. Pundits say that PR must engage with the community and that content is king. Yet, for true PR professionals, this has always been the case.

PR 136

PR Public Relations Marketing Management Storytelling 136

Sales Engine

FEBRUARY 25, 2016

Sure, there are more audiences to consider on social media and people are accessing information on a multitude of devices. Pundits say that PR must engage with the community and that content is king. Yet, for true PR professionals, this has always been the case.

PR 120

PR Public Relations Marketing Management Storytelling 120

Sales Engine

NOVEMBER 12, 2015

In-person networking, online (LinkedIn) prospecting, market positioning, content marketing , and value messaging are now the ways to go. My recommendation is to know your product and your competitor’s products better than your consumers do, and be the expert at helping, asking, and informing.

Cold Calling 120

Cold Calling Allocation Youtube Internet Marketing 120

Sales Engine

OCTOBER 1, 2015

Measuring content marketing’s return on investment in B2B companies can be a complex calculation, especially if your solution is expensive, requires committee-based decisions, and has long and unpredictable sales cycles. Those conversations now have to take place digitally —by people consuming your content and responding with interest.

Top of Funnel 120

Top of Funnel Sales Qualified Leads B2B Marketing Marketing Qualified Leads 120

Sales Engine

OCTOBER 4, 2017

In the pre-Internet universe, salespeople held all the information prospects needed to make purchase decisions, from pricing to detailed product information. The net result is that your prospects don’t need your salespeople to get the information necessary to make an informed purchase decision. Marketing to the Rescue?

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

JULY 20, 2016

In the pre-Internet universe, salespeople held all the information prospects needed to make purchase decisions, from pricing to detailed product information. The net result is that your prospects don’t need your salespeople to get the information necessary to make an informed purchase decision. Marketing to the Rescue?

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

JULY 20, 2016

In the pre-Internet universe, salespeople held all the information prospects needed to make purchase decisions, from pricing to detailed product information. The net result is that your prospects don’t need your salespeople to get the information necessary to make an informed purchase decision. Marketing to the Rescue?

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

JANUARY 28, 2016

I like the content from these companies, but there’s just no way that I can read that much stuff. Kevin Anderson at the Media Briefing refers to this overload as Peak Content. Of course, this phenomenon has not gone unnoticed by the giants in content marketing, as this recent research by Moz indicates.

Webinar Metrics 120

Webinar Metrics Marketing & Strategy Content Paper 120

Sales Engine

MARCH 17, 2016

Even though companies are increasing their expenditures on content marketing, they’re still unhappy with the results. I believe that’s because they’re approaching content marketing from a perspective of branding instead of demand generation, or in other words, building sales pipeline. How many leads turned into sales?

Budget Programs 168

Budget Programs Content Marketing Branding Brand Identity 168

Sales Engine

MAY 5, 2016

One of the biggest complaints we hear about outsourcing B2B content is that what they get back is often substandard and unusable. times more leads, and you’ve been burned outsourcing content production in the past, that number looks pretty scary. Content for Lead Generation Should Focus on Business Problems, Not Solutions.

Top of Funnel 120

Top of Funnel B2B Thought Leadership B2B Business 120

Sales Engine

AUGUST 16, 2016

But the reality is that some of this process can be automated, and some can't, and one of the biggest reasons for this is that when we do find something that works predictably, others jump on the bandwagon and muddy the waters—much like what we’re seeing now with content marketing. Mass marketing is out, mass media is in.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

NOVEMBER 16, 2015

The problem is that when we find something that works predictably, others jump on the bandwagon and muddy the waters—much like what we’re seeing now with content marketing. Companies are doubling down on their content marketing expenditures, but it’s not enough to publish a blog and optimize it for search engines and expect people to find it.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

APRIL 13, 2016

Just because B2B companies are investing heavily in content marketing doesn’t mean that they’re successful at generating the leads they need for business growth. In fact, the Content Marketing Institute’s 2016 Benchmarks Report estimates that only 30% of the companies surveyed consider their content marketing efforts to be effective.

Top of Funnel 136

Top of Funnel Content Marketing Lead Ranking Digital Marketing Funnels 136

Sales Engine

FEBRUARY 8, 2016

Perhaps the most amazing "secret" of content marketers is the way in which they repurpose content, whether they call it atomizing (Jay Baer) or reimagining content (Ann Handley). The trick is to see each piece of content as made of easily transferable puzzle pieces.

Content 120

Content Youtube Statistics Social Media 120

Sales Engine

FEBRUARY 8, 2016

Perhaps the most amazing "secret" of content marketers is the way in which they repurpose content, whether they call it atomizing (Jay Baer) or reimagining content (Ann Handley). The trick is to see each piece of content as made of easily transferable puzzle pieces.

Content 120

Content Youtube Statistics Social Media 120

Sales Engine

AUGUST 17, 2016

The development of ongoing, thought-leadership content has become the necessary element for a marketing program that increases visibility and produces leads, but it’s not enough simply to publish a blog or white paper anymore. Start with a content audit. What pieces of content have you already developed? What were the responses?

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

DECEMBER 11, 2015

The development of ongoing, thought-leadership content has become the necessary element for a marketing program that increases visibility and produces leads , but it’s not enough simply to publish a blog or white paper anymore. Start with a content audit. What pieces of content have you already developed?

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

JUNE 9, 2016

Creating an end-to-end lead generation process with content marketing requires that your top-of-funnel content (the content that focuses on early stage buyers and is commonly found in blogs) is tied together with your premium conversion assets. Marketers today can and should do the same thing with content.

Top of Funnel 120

Top of Funnel Content Marketing Digital Marketing Funnels Lead Ranking 120

Sales Engine

APRIL 20, 2016

That was what we used to do before the emergence of a content-heavy internet, and it worked because sales people were the gatekeepers of information about products and services within a company. We may not have wanted to talk to sales reps, but that’s how we got the information we needed. Digital marketing depends upon content.

Lead Ranking 218

Lead Ranking Lead Gen Lead Scoring Lead 218