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

APRIL 14, 2016

Now it’s not just about producing content that the traditional media wants to write about, but also content that is search engine optimized, [content] that the bloggers would be interested in, and even other brands. I’ve always loved the content production side of what we do. Quinn asks.

B2B 168

B2B Blogger Content Public Relations 168

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

MARCH 28, 2016

B2B Content Enterprise: How does Conversion Sciences work with clients to optimize landing pages? From a content marketing standpoint, for our business (Conversion Sciences) we currently rely on little to no outbound marketing to drive demand. All of our leads are either referrals, or generated through our content marketing outreach.

Marketing & Strategy 120

Marketing & Strategy A/B testing Broadcasting Content 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

OCTOBER 16, 2015

Content marketing uses the same skills and tactics as publishing a magazine—only the distribution methods, audience-building techniques, and analysis tools are different. B2B content marketing today is really about generating leads for sales by replacing the one-to-one conversations that salespeople used to be able to get more predictably.

Content Marketing 120

Content Marketing Lead Ranking Content Marketing & Strategy 120

Sales Engine

AUGUST 25, 2015

Content creation starts with access to subject matter expertise. But one the biggest challenges companies face today is creating access to those subject matter experts for content creation, even when they already have the necessary resources to create it (videographers, designers, copywriters, etc.). That's Crazy!

Video Marketing 120

Video Marketing Marketing Management Copywriting PR 120

Sales Engine

JUNE 28, 2016

Let’s say you’re a local reporter, and you have been sent to a crime scene to interview witnesses and write a story. Even better, are they deposited into a workflow that automatically feeds them nurturing content relevant to their demonstrated interests? Like any journalist, you won’t get paid unless you deliver.

Marketing Qualified Leads 136

Marketing Qualified Leads Lead Ranking Sales Qualified Leads MQL 136

Sales Engine

JULY 29, 2016

) Lead generation through content marketing means attracting people with a problem you can solve (that they can afford to pay for!). Your audience must be built over time by generating superior content and putting it where they might see it—and if you’re out of touch, your content will fall on deaf eyeballs.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Leads 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 5, 2016

) Lead generation through content marketing means attracting people with a problem you can solve (that they can afford to pay for!). Your audience must be built over time by generating superior content and putting it where they might see it—and if you’re out of touch, your content will fall on deaf eyeballs.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Leads 120

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

DECEMBER 28, 2015

You know content marketing will work for your company—your competitors are doing it, and they’re kicking your butt. Here are 4 strategies you can use to get your content marketing budget approved in 2016. Realize, however, that most large-scale content marketing programs started out by testing the waters with a small pilot project.

Budget Programs 120

Budget Programs Top of Funnel Marketing Budget Webinar Metrics 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

JANUARY 14, 2016

A newspaper editor, a digital producer and a content marketer walk into a bar…and they discovered that great stories and brand communications are no joke—it takes all of their combined skills to engage an audience and generate leads. Beyond the writing, editing and multimedia producing, you also need a distribution strategy.

Planning 120

Planning Content Marketing Best Practices Content 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

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

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

JULY 5, 2016

What prospects want is to engage in content and determine from that content if your company can provide useful information and resources. The Solution: Integrating Content Marketing into the Process The solution is shifting the old paradigm of one-to-one initial sales engagement to a digital format. The answer: automation.

Work Management 149

Work Management Marketing Automation Services Marketing Management Budget Programs 149

Sales Engine

AUGUST 23, 2016

But before making the decision to shift more of your resources towards content marketing and lead generation , you need to understand some harsh truths. The conversation gets started through content marketing— but more on that later. Put another way, digital conversations equal content consumption.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

Sales Engine

MARCH 24, 2016

Inbound marketing , a term popularized by Hubspot, is all about producing content that extends the boundaries of company-owned web properties in order to catch the attention of prospects and entice them to engage with your web properties, including social channels and blogs. He writes, “The point is to keep doing complete marketing.

B2B Sales 149

B2B Sales B2B Inbound Marketing Cold Calling 149

Sales Engine

JUNE 16, 2016

Most marketing organizations today do not have the right resources in place to properly execute a content marketing strategy for lead generation, and if you’ve had less than desirable results, this could be a major reason why. Branding is a Side Benefit of Content Marketing, But Not the Goal.

Paid Search Agency 120

Paid Search Agency Trade Show Marketing & Strategy Public Relations 120

Sales Engine

OCTOBER 8, 2015

But before making the decision to shift more of your resources towards content marketing and lead generation , you need to understand some harsh truths. The conversation gets started through content marketing— but more on that later. Put another way, digital conversations equal content consumption.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

Sales Engine

AUGUST 15, 2016

Therefore, sales prospecting with content requires a more complex process than it did even five years ago, largely because the buyer has a lot more control and salespeople are no longer the sole gatekeepers to the information they need. Writing and editing skills. Research and hunting skills. Record keeping and CRM knowledge.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120

Sales Engine

JANUARY 22, 2016

This is a relatively new role designed to bridge the gap between sales and marketing, using content and sales skills to build ongoing relationships with prospects and move them toward qualified conversations over time. Writing and editing skills. Much of today’s content has been automated and collected in CRMs such as Salesforce.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120

Sales Engine

APRIL 7, 2016

The breakdown comes from a lack of lead nurturing Let’s say you’re a local reporter, and you have been sent to a crime scene to interview witnesses and write a story. If she was outright rejected by sales, rather than kept in the pipeline and fed nurturing content, you will have lost a deal that you otherwise could have closed.

Lead Ranking 136

Lead Ranking Marketing Qualified Leads Sales Qualified Leads MQL 136

Sales Engine

JULY 21, 2016

Where most B2B companies are investing in content marketing , less than a quarter are satisfied with their return. A demand generation strategy must map directly to the sales funnel to be effective, which is why most B2B content marketing initiatives miss the mark—they don’t understand sales process. How do you get people to engage?

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

JULY 21, 2016

Where most B2B companies are investing in content marketing , less than a quarter are satisfied with their return. A demand generation strategy must map directly to the sales funnel to be effective, which is why most B2B content marketing initiatives miss the mark—they don’t understand sales process. How do you get people to engage?

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

AUGUST 14, 2015

You’ve been writing some blogs and white papers, using marketing automation to assist in your distribution, and you’re getting some traction—but it’s not enough. Management has decided to that they want more content marketing, but they haven’t seen enough results to justify a large expenditure. So what are your options? That's Crazy!

Demand Generation Agencies 120

Demand Generation Agencies Demand Demand Generation Marketing Automation Services 120