Sales Engine

AUGUST 20, 2015

As a management and business strategist for Narrative IQ , Christopher Kogler teaches leaders how to use personal business stories to influence, engage and inspire others to nurture them through the new sales process. The context is the context of your daily personal experiences. JASON MYERS: How do you define storytelling?

Storytelling 120

Storytelling Work Management Acquisitions Marketing Management 120

Sales Engine

OCTOBER 2, 2015

Marketing must create content with the intent of replicating the process of one-to-one conversations with prospects that salespeople used to have (in person, on the phone, through referrals, etc), but now in a digital environment. The conversations you’re having with prospects now—both digitally and in person—will drive 2016 revenue.

B2B Sales 120

B2B Sales Paper Fulfillment B2B Marketing 120

Sales Engine

AUGUST 13, 2015

All you’re going to do is get another frustrated person invested in upstream digital marketing, search engine optimization, content executions, or some companies with pay-per-click, but it is important to feed them. You need a salesperson to add value — add personal value through experiences, through perspectives.

Lead Ranking 120

Lead Ranking Storytelling Marketing Qualified Leads Sales Qualified Leads 120

Sales Engine

MAY 19, 2016

For example, she can see that John Doe just watched a video on XYZ topic. When a prospect reads an article or watches a video on topic XYZ, as long as you have marketing automation software in place that syncs your website with your CRM, your sales rep can view that activity in the contact’s lead record.

Sales Qualified Leads 159

Sales Qualified Leads B2B Marketing Webinar Metrics Marketing & Strategy 159

Sales Engine

JULY 7, 2016

For example, if you had one sales rep carrying a $1 Million quota, and it cost $200K in salary and commissions for that resource, adding an additional sales rep could double the business. On paper, the numbers supported it. It’s similar to a sales job, but they also must be a nurturer of many prospects at a time like a marketer does.

Top of Funnel 120

Top of Funnel Lead Ranking Paid Search Agency Content Marketing 120

Sales Engine

JANUARY 25, 2016

Let’s say for example that you sell enterprise software to businesses and because of the large investment, most companies stay with their current vendor least five years before making major changes. Let’s look at an example we can all relate to. Let’s look at a couple examples. First, let’s take a look at HR.com.

Enterprise Management 120

Enterprise Management Marketing Management Marketing Automation Services Sales Qualified Leads 120

Sales Engine

MARCH 31, 2016

Email marketing has been used as the primary application for contextualized marketing, but since there’s still no way to tell what’s actually relevant to a prospect when they’re checking their email, it often goes wrong for marketers—for example, how many email pitches have you gotten that are completely inappropriate to your company and situation?

B2B Sales 120

B2B Sales Process B2B Marketing Automation Services 120

Sales Engine

SEPTEMBER 11, 2015

For example, if you have a problem on your computer, do you call Geek Squad , or do you type that exact problem into a search engine? And someone is going to comment on the person that disagreed with that comment and offer their opinion, and so on. They want for rich, meaningful content that helps them solve business problems.

SEO 120

SEO Content Keywords Opinions 120

Sales Engine

MAY 17, 2016

For example, a prospect who downloads a white paper, visits your website 10 times, and perfectly maps to your ideal prospect profile does is necessarily disgruntled with his current vendor or has an approved budget to switch vendors. After this digital dialogue however, a sales rep still must fully qualify the lead and close the sale.

Lead Ranking 136

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Top of Funnel 136

Sales Engine

DECEMBER 21, 2015

For example, if you market to three distinct buyer personas , and you have identified three buying stages , and you can identify five unique questions those buyers would likely ask or be searching for in each of those stages, you would conclude that you need to develop 45 total marketing assets. Start with a content strategist.

Budget Programs 120

Budget Programs Work Management Marketing Management Allocation 120

Sales Engine

MARCH 28, 2016

Demand generation requires a complete marketing program that not only attracts prospects to your website, but also converts them into leads, nurtures them over time through their own buying journey, and assists the consultative sales person to close. It performs very well.

Marketing & Strategy 120

Marketing & Strategy A/B testing Broadcasting Content 120

Sales Engine

JUNE 20, 2017

For example, a prospect who downloads a white paper, visits your website ten times, and perfectly maps to your ideal prospect profile does not necessarily hate his current vendor or have an approved budget to switch vendors. After this digital dialogue, though, a sales rep still must fully qualify the lead and close the sale.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Top of Funnel 120

Sales Engine

APRIL 7, 2016

To marketing, though, that person looks good enough on paper (or rather, in the CRM) to be designated “marketing-qualified” and handed off to the sales team for follow-up. That marketing qualified lead, the person who has downloaded the white paper, is a great lead, and we shouldn’t pretend that it isn’t.

Lead Ranking 136

Lead Ranking Marketing Qualified Leads Sales Qualified Leads MQL 136

Sales Engine

MARCH 15, 2017

You may find that a single person can take on multiple roles—managing copywriting and execution for email campaigns, for example. It can feel like there are never enough bodies to do the work that needs to be done, but remember that no one person is good at every component of demand gen. Not necessarily.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Resources Demand 120

Sales Engine

MAY 31, 2016

You may find that a single person can take on multiple roles—managing copywriting and execution for email campaigns, for example. It can feel like there are never enough bodies to do the work that needs to be done, but remember that no one person is good at every component of demand gen. Not necessarily.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Resources Demand 120

Sales Engine

APRIL 20, 2016

For example, someone searches Google about a problem they’re having, and they find one of your white papers. The sales person sees that they have downloaded the report and does some research on the company and determines that they meet the ideal prospect profile. They enter their name and email and download the report.

Lead Ranking 218

Lead Ranking Lead Gen Lead Scoring Leads 218

Sales Engine

JANUARY 12, 2016

Sreenivasan leads their content marketing arm like it’s a full-blown media company, running a 70-person “newsroom” that focuses on topics he loves: digital, web, social, mobile, video, apps, data, geolocation, email, and more. “I You have to build your audience one person at a time, and you keep them one person at a time.

B2B Marketing 120

B2B Marketing Paid Search Agency B2B Storytelling 120

Sales Engine

JANUARY 12, 2016

Sreenivasan leads their content marketing arm like it’s a full-blown media company, running a 70-person “newsroom” that focuses on topics he loves: digital, web, social, mobile, video, apps, data, geolocation, email, and more. “I You have to build your audience one person at a time, and you keep them one person at a time.

B2B Marketing 120

B2B Marketing Paid Search Agency B2B Storytelling 120

Sales Engine

AUGUST 23, 2016

For example, if you’re attending a trade show, you start with: Booking the space, ordering your swag, designing the booth, booking hotels, etc. For example, let’s say that the conversation started with a prospect searching Google about a business problem and found you through a white paper on your website.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

Sales Engine

AUGUST 15, 2016

In smaller companies, this role may be filled by just one person, whereas larger companies may have teams in place that share out the duties. When engaging with a prospect, whether via email, phone, or in person, the buyer expects the person on the other end to have done some research. Messaging strategy and application.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120

Sales Engine

DECEMBER 16, 2015

And, most important, that person (or team of people) cannot be pulled in different directions as fire drills occur—they need to ensure that content gets developed and distributed on a regular basis. For example, let’s say that someone downloaded an infographic, and a business development rep calls them and sets an appointment to talk further.

Advertising Agencies 120

Advertising Agencies Budget Programs High Quality Lead Content 120

Sales Engine

JANUARY 22, 2016

In smaller companies, this role may be filled by just one person, whereas larger companies may have teams in place that share out the duties. When engaging with a prospect, whether via email, phone, or in person, the buyer expects the person on the other end to have done some research. Messaging strategy and application.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120

Sales Engine

OCTOBER 8, 2015

For example, if you’re attending a trade show, you start with: Booking the space, ordering your swag, designing the booth, booking hotels, etc. For example, let’s say that the conversation started with a prospect searching Google about a business problem and found you through a white paper on your website.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

Sales Engine

MAY 5, 2016

For example, at the beginning of an engagement, we assign a managing editor and content strategist who will conduct as many as three 90-minute meetings with subject matter experts, and then audit existing content, look at what the competitors are producing, and make a determination about what content needs to be created.

Top of Funnel 120

Top of Funnel B2B Thought Leadership B2B Business 120

Sales Engine

AUGUST 12, 2016

And the result may be that we need fewer sales reps, meaning we have to focus on hiring the really qualified, well-trained, consultative sales person that truly helps prospects diagnose their real problems.

Top of Funnel 136

Top of Funnel Content Marketing Cold Calling Sales Qualified Leads 136

Sales Engine

OCTOBER 1, 2015

For example, your latest deal could have started three months ago when you sent out a newsletter with several informative, third-party articles. For B2C companies, if someone types in something like “buy goPro Camera” as a marketer, I really don’t need to know much about that person, if anything.

Top of Funnel 120

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

Sales Engine

DECEMBER 7, 2015

And the result may be that we need fewer sales reps, meaning we have to focus on hiring the really qualified, well-trained, consultative sales person that truly helps prospects diagnose their real problems.

Top of Funnel 120

Top of Funnel Content Marketing Cold Calling Sales Qualified Leads 120

Sales Engine

JANUARY 28, 2016

You have to build your audience one person at a time, and you keep them one person at a time. Let’s look at an example we can all relate to. He further notes that most companies have run into problems when they buy audiences because: "They’re not real, and they’ll disappear.

Webinar Metrics 120

Webinar Metrics Marketing & Strategy Content Paper 120

Sales Engine

AUGUST 19, 2015

For example, if suddenly we’re getting a lot of students downloading our white papers, I want to know why. Probably not to the extent that it requires in today’s buyer’s journey. But as marketers we must use this standard definition of MQL to make adjustments to our process. How did they find us? How have they been classified in our database?

Lead Ranking 120

Lead Ranking Marketing Qualified Leads MQL Sales Qualified Leads 120

Sales Engine

APRIL 13, 2016

For example, are they an early stage shopper, are they looking at vendors, or are they actually narrowing down their selection?) In fact, the entire sales and marketing process needs to be reworked to be able to capitalize on the one-to-one conversations (digitally AND personally) to adequately work prospects through the funnel.

Top of Funnel 136

Top of Funnel Content Marketing Lead Ranking Digital Marketing Funnels 136

Sales Engine

JULY 14, 2016

Those conversations were personal. So it follows that the more personal and tailored your content can be (all the way down to the language that you use) the more one-to-one conversations you’ll be able to build. Let’s look at a real life example. They were tailored. You could take a single topic like lead scoring.

Lead Scoring 120

Lead Scoring Lead Ranking Content Sales Qualified Leads 120

Sales Engine

JULY 14, 2016

Those conversations were personal. So it follows that the more personal and tailored your content can be (all the way down to the language that you use) the more one-to-one conversations you’ll be able to build. Let’s look at a real life example. They were tailored. You could take a single topic like lead scoring.

Lead Scoring 120

Lead Scoring Lead Ranking Content Sales Qualified Leads 120

Sales Engine

AUGUST 22, 2016

For example, companies create content on their blogs and websites, and then use social media to distribute that content—but all they’re really getting out of that is branding and awareness, which is what we did as marketers in the 90s. Whether that happens digitally, in person, or a combination of the two is irrelevant.

Top of Funnel 120

Top of Funnel Lead Ranking Marketing Qualified Leads Digital Marketing Funnels 120

Sales Engine

NOVEMBER 24, 2015

For example, will your content be delivered on your website through a blog? Many times, the channels you choose will decide the mediums for you—for example, if you’re going to do a series of podcasts, then your medium is an audio file. In other words, where does your audience want to consume content and where they actually live today?

Top of Funnel 120

Top of Funnel Marketing & Strategy Marketing Strategy Content Marketing 120

Sales Engine

NOVEMBER 6, 2015

For example, companies create content on their blogs and websites, and then use social media to distribute that content—but all they’re really getting out of that is branding and awareness, which is what we did as marketers in the 90s. Whether that happens digitally, in person, or a combination of the two is irrelevant.

Top of Funnel 120

Top of Funnel Lead Ranking Marketing Qualified Leads Digital Marketing Funnels 120

Sales Engine

AUGUST 4, 2016

Once you’ve got some engagement, how do you get them interested in talking to a sales person? For example, ask your sales people w hat objections are they hearing regularly and develop content that answers it. All the while, you’re leading them with content to the point where they’re ready to talk to a sales person—sneaky!

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120

Sales Engine

AUGUST 4, 2016

Once you’ve got some engagement, how do you get them interested in talking to a sales person? For example, ask your sales people w hat objections are they hearing regularly and develop content that answers it. All the while, you’re leading them with content to the point where they’re ready to talk to a sales person—sneaky!

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120