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Lead Generation: Digital Strategies to Create New Sales Opportunities

Acquiring Minds

Although lead generation is most often associated with acquiring net new customers, it can include developing opportunities within existing accounts in new divisions or work teams. Digital marketing can play a strong role in customer retention marketing and customer service. I wrote the below article for an eBook on digital marketing to be published shortly by CustomerThink.

Top 5 Reasons to use Segmentation

Acquiring Minds

Through segmentation a marketer identifies groups of customers that are ranked by their sales potential and can be classified based on any number of criteria.      By leveraging this intelligence, marketers can profile their ideal customer and forecast outcomes for marketing programs. There are now more reasons than ever to invest in segmentation. Lower List & Media Costs.

Marketers are smarter

Acquiring Minds

B2B marketers are much better at what they do – showing a higher level of professionalism, more knowledge & agility, better alignment with sales teams and are in tune with customer feedback. Would have been a great  B2B marketer. It seems to me that B2B marketers are much smarter than 10 years ago. Marketers can track, analyze and pivot in real-time.

Marketing Velocity & Full-Stack Marketing

Acquiring Minds

The large tech company needs marketing specialists while small tech requires generalists with expertise in customer acquisition.   It’s the size of company that dictates the scope of the marketer. Would you rather be called a generalist    or a jack-of-all-trades ? Or would it be preferable to be called a Full-Stack Marketer ? What defines a start-up, is what defines the marketer.

Content Methodology: A Best Practices Report

for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.

Right Message, Wrong Target – A Field Guide

Acquiring Minds

I would like to introduce a scenario that many B2B organizations face. In a never ending pursuit of new business, a marketing team has launched both inbound and outbound marketing programs to target a new market segment. Something has gone awry. The message to this segment has proven successful with other segments but the results for this program are disappointing. The sketchy or curt answers.

Field 19

Destructive B2B Sales Practices

Acquiring Minds

 . New research  from McKinsey & Company  identifies destructive sales practices and prioritizes what customers want from B2B sales organizations. high performance sales force can boost share of customer by an average of 8 to 15 percent. The two most destructive sales behaviors were inadequate product knowledge and excessive customer contact. Comments Are Welcome.

Savvy Buying of B2B Data

Acquiring Minds

Stevens consults on customer acquisition and retention, teaches marketing at Columbia Business School and blogs at HBR.org. . An Interview with Ruth P. Stevens and Bernice Grossman. I am pleased to welcome Ruth P.  Stevens and Bernice Grossman, two well recognized B2B direct marketing experts.    Ruth P. Bernice Grossman created DMRS Group an independent marketing database consultancy.

Buy 17

Right Message, Wrong Target – A Field Guide

Acquiring Minds

I would like to introduce a scenario that many B2B organizations face. In a never ending pursuit of new business, a marketing team has launched both inbound and outbound marketing programs to target a new market segment. Something has gone awry. The message to this segment has proven successful with other segments but the results for this program are disappointing. The sketchy or curt answers.

Colloborative Selling in the Channel

Acquiring Minds

By leveraging partner sales teams, tech vendors can lower their cost of sale, expand coverage and leverage partner customer lists. The imperative for technology companies is to grow fast. Many technology vendors leverage the channel to power their growth and use one model or a combination of selling models for demand generation: Vendor Led Selling. Another $1.5 Partner Led Selling.

Segmentation for the Nation

Acquiring Minds

Segmentation requires an in-depth understanding of customers generated through analysis and research.   For those interested in segmentation, yet resource or budget challenged, I would like to share an alternative approach to segmentation that focuses on analysis: Customer List – create a list of all of your customers, both active and dormant.

Evangelizing a Content Marketing Program

percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.

The Risky Business of Exclusive Reselling

Acquiring Minds

Steve Woods , CTO of Eloqua, in an online discussion  noted that the transparency and clarity of reseller partnerships was critical to Eloqua in meeting customer needs.   To ensure this, Eloqua requires exclusive  relationships with resellers. The Pedowitz Group (TPG) stated in a press release  that by representing multiple marketing automation vendors, TPG is best serving its customers.  

San Francisco is the soul of Dreamforce

Acquiring Minds

roamed Dreamforce linking up with customers and partners, checking out competitive solutions, listening to thought provoking seminars and having random, illuminating discussions with fellow attendees. After Dreamforce and two days of rain, I set-off to visit a customer in picture perfect weather. This post is dedicated to San Francisco. My Week in Alamo Square. Alamo Square.

San Francisco is the soul of Dreamforce

Acquiring Minds

roamed Dreamforce linking up with customers and partners, checking out competitive solutions, listening to thought provoking seminars and having random, illuminating discussions with fellow attendees. After Dreamforce and two days of rain, I set-off to visit a customer in picture perfect weather. This post is dedicated to San Francisco. My Week in Alamo Square. Alamo Square.

Marketers are smarter

Acquiring Minds

B2B marketers are much better at what they do – showing a higher level of professionalism, more knowledge & agility, better alignment with sales teams and are in tune with customer feedback. Would have been a great  B2B marketer. It seems to me that B2B marketers are much smarter than 10 years ago. Marketers can track, analyze and pivot in real-time.

Study: How Much of Your Content Marketing Is Effective?

And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. their most important marketing goal, lifetime customer value and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. content.

Marketing Velocity & Full-Stack Marketing

Acquiring Minds

The large tech company needs marketing specialists while small tech requires generalists with expertise in customer acquisition.   It’s the size of company that dictates the scope of the marketer. Would you rather be called a generalist    or a jack-of-all-trades ? Or would it be preferable to be called a Full-Stack Marketer ? What defines a start-up, is what defines the marketer.

Marketing Velocity & Full-Stack Marketing

Acquiring Minds

The large tech company needs marketing specialists while small tech requires generalists with expertise in customer acquisition.   It’s the size of company that dictates the scope of the marketer. Would you rather be called a generalist    or a jack-of-all-trades ? Or would it be preferable to be called a Full-Stack Marketer ? What defines a start-up, is what defines the marketer.

Channel Partners don’t want to generate leads

Acquiring Minds

Generating new business is the keystone for tech companies.    Most large tech organizations sell primarily or completely through channel partners.  In turn, the channel arm of a tech organization allocates significant resources to lead generation programs for channel partners. Unfortunately many channel partners experience challenges generating leads in tandem with their technology partners.

Channel Partners don’t want to generate leads

Acquiring Minds

Generating new business is the keystone for tech companies.    Most large tech organizations sell primarily or completely through channel partners.  In turn, the channel arm of a tech organization allocates significant resources to lead generation programs for channel partners. Unfortunately many channel partners experience challenges generating leads in tandem with their technology partners.

Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. list that could include: its own investment trends data, data and queries gathered at its customer call center, the expertise of its financial advisors and other internal. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.

Channel Partners don’t want to generate leads

Acquiring Minds

Generating new business is the keystone for tech companies.    Most large tech organizations sell primarily or completely through channel partners.  In turn, the channel arm of a tech organization allocates significant resources to lead generation programs for channel partners. Unfortunately many channel partners experience challenges generating leads in tandem with their technology partners.

Why team on Lead Generation in the Channel?

Acquiring Minds

Lead generation is fraught with challenges for most organizations. Yet, most technology vendors look to their channel partners to create demand.    This teaming of two independent organizations to generate leads adds another layer of complexity. So why do so? Photo Credit. B2B marketing channel lead generation sales B2B lead generation Channel Marketing

Why team on Lead Generation in the Channel?

Acquiring Minds

Lead generation is fraught with challenges for most organizations. Yet, most technology vendors look to their channel partners to create demand.    This teaming of two independent organizations to generate leads adds another layer of complexity. So why do so? Photo Credit. B2B marketing channel lead generation sales B2B lead generation Channel Marketing

Collaborative Selling in the Channel

Acquiring Minds

By leveraging partner sales teams, tech vendors can lower their cost of sale, expand coverage and leverage partner customer lists. The imperative for technology companies is to grow fast. Many technology vendors leverage the channel to power their growth and use one model or a combination of selling models for demand generation: Vendor Led Selling. Another $1.5 Partner Led Selling.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

platforms, and customer relationship management. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

Collaborative Selling in the Channel

Acquiring Minds

By leveraging partner sales teams, tech vendors can lower their cost of sale, expand coverage and leverage partner customer lists. The imperative for technology companies is to grow fast. Many technology vendors leverage the channel to power their growth and use one model or a combination of selling models for demand generation: Vendor Led Selling. Another $1.5 Partner Led Selling.

Segmentation for the Nation

Acquiring Minds

Segmentation requires an in-depth understanding of customers generated through analysis and research.   For those interested in segmentation, yet resource or budget challenged, I would like to share an alternative approach to segmentation that focuses on analysis: Customer List – create a list of all of your customers, both active and dormant.

Messaging Maximus for Lead Generation

Acquiring Minds

Here are some approaches for customizing messaging or honing target segments even if you may not have full visibility on the prospect: Target prospects who look and feel like your best customers; Talk about your customers that are in the same segment as your prospect: size of account, industry, geography or accounts held by a competitor.  Everybody loves a good story;  .

Why team on Lead Generation in the Channel?

Acquiring Minds

Lead generation is fraught with challenges for most organizations. Yet, most technology vendors look to their channel partners to create demand.    This teaming of two independent organizations to generate leads adds another layer of complexity. So why do so? competitive displacement programs; Repetition of Messaging  - if a prospects needs to be touched 20 times to convert, then hearing the message from a technology vendor and then multiple partners will enable attainment of that milestone faster and from a variety of perspectives.  . Photo Credit.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

The Moment of Truth for Sales

Acquiring Minds

Surveys of buyers identify a crisis in the sales conversation:  McKinsey found that the two most destructive sales behaviors were inadequate product knowledge and excessive customer contact. The moment of truth arrives when a prospect is engaged in a meaningful interaction with your organization. Buyers don’t find value in sales discussions.  SaaS, hosted solutions). Related Posts.

I’m a customer, not a prospect

Acquiring Minds

B2B marketers who target customers and prospects with the same Batch & Blast email risk reducing returns and compromising customer relationships.

Buyer centricity on a shoestring lead generation budget

Acquiring Minds

The issue of minimal customer insight is problematic for both outbound cold calling and the telequalification of responders where limited profiling information exists. By their generic value proposition it becomes clear that the only thing customized about their pitch is the use of your name. If you are in telesales, how can you be both buyer-centric AND productive? So what to do?

SMB 2

Marketing on the Outbound

Acquiring Minds

In my last post on outbound marketing, I discussed the use of outbound marketing in targeting five types of buyers - buyers who can only be reached and persuaded to consider your solution through outbound marketing. Outbound marketing or lead generation is used to directly contact 'cold' prospects through tactics such as direct mail, email, events and teleprospecting. Photo Credit: jot.punkt.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Network Solutions levers Sales 2.0 for a 360 degree customer view

Acquiring Minds

As SVP of Sales, Service and Product Delivery, Travis is responsible for the breadth of customer experience at Network Solutions. Network Solutions has expanded its offering beyond domain registration to online services in such areas as search marketing ( SEM ), ecommerce , website design and hosting with customers spending from $500 to $50,000 per month. According to a recent survey, a large issue for buyers are sales reps who make promises that are then broken when the prospect becomes a customer. Travis Fore is in a unique position to profit from Sales 2.0.

Sales Leads vs. Appointments?

Acquiring Minds

Finally, the marketing team may value market intelligence that is gathered during the course of Lead Generation for market assessment and segementation: competitive landscape, use of custom solutions, engagement of third parties such as consultants, systems integrators or service bureaus etc. Which to consider: lead generation or appointment setting? Answer: both. Both approaches are highly effective for building sales pipelines. There are eight criteria that you can use to determine which teleprospecting method will be most appropriate but let's start by contrasting the two methods.

Having a blast with B2B email?

Acquiring Minds

Otherwise known as Batch & Blast email, B2B marketers have viewed this type of email as best for retention marketing, rather than acquiring customers. 1to1 Sales email and Trigger emails provide a level of personalization, immediacy and relevance that Batch & Blast emails cannot deliver allowing B2B marketers to target prospects, rather than just customers, with compelling emails. When you think email, do you think email blasts? You know - a humongous email broadcast - the digital equivalent of a large mail drop. But all that is changing as. Image copyright - Fox Media.

Sales 2.0 fuels PTC's SMB Expansion

Acquiring Minds

With $1 billion in revenue and 62,082 customers, PTC's average yearly revenue per customer, including services, is just over $17,000 (from SMB to Enterprise accounts). for a 360 degree customer view by Robert Lesser, Acquiring Minds blog. As a former paratrooper, Dan Maier’s background has prepared him well for his current assignment: managing a global inside sales team of 75 reps selling a $9,000 solution to hard-hit manufacturers. Conference in Boston ). According to ChannelWeb , 21% of PTC's revenue is driven through 400 global PTC partners. At the Sales 2.0 hours.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Sales 2.0 Techniques for the Job Search

Acquiring Minds

CRM System You will need a system to manage your job search metrics and to keep track of your progression with contacts. A CRM or customer relationship management system will keep you organized and disciplined. Usually I write for the B2B professional who is conducting lead generation programs. Today's post is for the professional who is the program. As an out-of-work B2B practioner, you may be looking for innovative ways to search for your next position. If you are the proverbial cobbler , you may have neglected the marketing of you. The next generation of web applications (aka 2.0)