Acquiring Minds

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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.

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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 23

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

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 11

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.

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.  

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.

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.

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.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

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.

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

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

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.

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.

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.

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.

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.

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.

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.

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.

B2B 2

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.

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)

Lead Nurture through Social Networks

Acquiring Minds

Mark's perspective was that a social network was a great forum for prospects to connect with Sybase customers and fans. Today is the second day of the Sales 2.0 Conference in San Francisco. On Day One, Mark Wilson, VP Marketing, Sybase presented a unique perspective on social networks. Mark can be seen on the far right of the photo of the panel on Marketing for Sales Success (click on the photo to expand the photo size). The topic of social networks arose in an unexpected scenario: Mark Wilson advocates using social networks for lead nurture. More posts to follow on the conference.

Lead Generation Takes Precedence in the Downturn

Acquiring Minds

CDW has taken a very analytical approach in strategic target marketing and understanding customer behavior. Remember that Change is Opportunity - with your competitors shedding unprofitable product lines, cutting back on marketing spend, tarnishing their customer satisfaction levels and laying off valuable staff, now may be the time to seize the day. In response to a substantial drop in technology spending, B2B marketers will cut budgets and re-jig their media mix. In good times, IDC has found that the rankings of demand generation and awareness building are equal.