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B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

In working with leading global B2B companies, our Fusion Marketing team is extremely familiar with the cost/benefits of various lead generation programs. With that in mind, we examined the recorded effectiveness of the many online lead generation options. Effectiveness of B2B Marketing Tactics – Lead Generation Strategies. What key tactics best fit our Marketing Strategy?

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Attracting More B2B Buyers by Focusing on Their Interests

Great B2B Marketing

B2B Buyer Demand Generation Marketing FocusWhat problems are your buyers looking to solve? Like you, I’m frequently bombarded by online ads and self-promoting emails […]. The post Attracting More B2B Buyers by Focusing on Their Interests appeared first on Great B2B Marketing.

B2B Content Marketing That Drives Results

Great B2B Marketing

Whether your goals are to increase market awareness, drive website traffic, build lead generation, or improve sales funnel conversion, understanding how to create copy that delivers results is fundamental to achieving success. There is a lot of buzz in the air about content marketing. The Payoff Earned from Effective B2B Content. Converts visitors to leads. Credibility boost.

B2B Marketing: The Importance of Blocking and Tackling

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By marketing machine, I mean a systematized process for creating awareness, generating B2B leads, qualifying prospects, and converting them into sales opportunities. Launch lead generation campaigns. One of the most important “blocking and tackling” mindsets is being relentless about new lead generation efforts. B2B B2B Leads B2B Marketing Lead Generation Marketing Machine

Evangelizing a Content Marketing Program

B2C Marketers companies that excel at lead nurturing generate. in CMI’s recent survey: ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY14 LEAD GENERATION Through the use of marketing automa- tion software such as Marketo and Sales- force, one can easily track and attribute. how content marketing helps generate. their content marketing efforts—generate. All rights reserved.

Fast Lead Response Keeps B2B Leads from Going Stale

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Earlier in my career, I had a sales development team that was qualifying 4,000 inbound inquiries per quarter and generating over 380 sales-ready leads. Last month, I spoke about lead metrics and ROI at the B2B Leads Conference in New York. Several smart speakers brought up the issue of why the time to respond to inbound leads is a key success metric. But there is some really good news.

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5 Characteristics of a Winning B2B Marketer

Great B2B Marketing

Lead generation programs that are not followed up by sales. There are a few characteristics that will help you not only survive, but thrive—regardless of any shifts in the changing marketing landscape. Following are five key characteristics that will separate you, as a winning B2B marketer, from the has-beens and also-rans. Winning B2B Marketer Stops What is Hurting. The first road to improvement and setting the stage for success is to stop doing that which hurts you or which does not make a positive contribution. Campaigns that don’t reinforce your core message.

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

For example, research from our friends at MarketingSherpa shows that only about one quarter of B2B companies have a lead generation and follow-up process that is routinely followed.  Make sure the other guys measure their part of the process.  If you are a marketer and have promised specific performance in terms of generating awareness, inquiries and qualified leads, then make sure the sales department acknowledges what they will achieve in terms of closing deals. The author, Ruth Stevens, talked about the difficulty of linking B2B sales with specific marketing touch points.

10 Critical B2B Sales and Marketing Metrics

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This number is calculated by dividing the total marketing and sales budget by the number of new customers generated in a given time period (usually monthly or quarterly). Startup B2B companies often spend more on marketing and sales than they generate in revenue, while highly efficient, mature companies spend as little as 20 percent of revenue on marketing and sales.

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Staffing and Launching Your Content Marketing Program

all generated over 1,000 readers and 3,000 atten- tion minutes, just like they do every month. generates about 150 views on the first day, and about. post still generates about 18 views per day. stories generating traffic, which results in compounding. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY31 Whose job is it to generate story ideas? All rights reserved.

Do You Need to Recombobulate Your B2B Marketing?

Great B2B Marketing

If you are not using pull marketing, social media and/or content marketing, you may want to investigate how these strategies are generating awareness, leads and revenue. Bear with me a bit and I will explain the odd title of this post. read an interesting tweet from Moira Geary , who gave herself the moniker of “Recombobulator.” The English language gains a new word. Recombobulate, America.

Important Lessons for Working with Channel Partners

Great B2B Marketing

have seen companies create greed-driven scenarios – such as offering low margins, or charging high registration fees – in order to generate short-term revenue or higher profit margins for themselves. First, the better they know the specifics of your offering and how to sell it, the more effective they will be at generating initial deals. sales rep who sits through training is not generating revenue, and this is a real investment on the part of the partner, who will want to see that investment rewarded with future revenue. Lesson 1 –Channel partners are in it for themselves.

How to Use B2B Marketing to Propel Rapid Sales Growth

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steady but cautious approach to demand generation has some benefits (e.g. The best way to act quickly while minimizing risks is to work with B2B marketers (internal or external) who have a strong batting average with demand generation in your specific industry. B2B Marketing Demand Generation Sales Growth Sales I just listened to an interesting podcast featuring my old colleague Heidi Melin. Heidi is CMO of Plex Systems and is a well-respected marketer. It was an interview-style podcast, hosted by Glenn Gow of Crimson Marketing. Drop the timid approach.

Sales and Marketing Plans Need to be Aligned

Great B2B Marketing

As an example of why this is important, imagine two very different sales models: In the first example, awareness is created and generated leads are fed to a business development function. As a B2B marketing outsource provider, my team and I usually work very closely with the sales department at our client companies. This imbalance leads to two negative consequences.

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Content Methodology: A Best Practices Report

generation Lead generation: Create. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V.

Why You Need to Be Hooked on Your Customers

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As a marketer, my job is to help organizations with the front parts of the process: establishing brand awareness, generating inquiries, turning raw leads into qualified opportunities, and so forth. I just read the brand new book by Bob Thompson: Hooked On Customers: The Five Habits of Legendary Customer-Centric Companies. This is where Bob Thompson’s excellent book comes in.

B2B Marketing Leaders: 3 Things that Can Hurt You (And Your Company) in 2015

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lack of accountability can produce issues like that reported by John Staples in his blog post titled Why Don’t We Just Cut the Marketing Budget? : “Lead Generation does not produce quality leads – marketing continues to take the blame for a lack of evolution in many sales forces. “It’s not me, it was a bad lead.” Why don’t we cut the marketing budget by 20 percent?”. No problem.

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B2B Appeals that Motivate Action

Great B2B Marketing

If you have the task of generating leads for a new product or service, create the curiosity in your advertising by withholding a little information. Financial – The financial hot buttons of your prospects can be pushed two ways: first, by demonstrating how your product or service will save money, and second, by demonstrating how your product or service will help generate more income.

B2B Marketing: Six Need-to-Know Nuggets

Great B2B Marketing

As an example, we had a client that was blissfully generating quality leads for their enterprise software (average sales price over $100K) at a cost of under $100 each.  Bob is as good as it gets when it comes to driving response, whether for lead generation or direct sales. Sometimes there’s just too much going on for a single-topic post! Growth in Technology. You can get both here.

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Content Marketing Playbook: Strategy and Roadmap

Our blog generated 2 million views. essential to Moz, a company that generates all of their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Back at GE and in. emerge.

Criteria of a Powerful B2B Lead Generation Engine

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My team and I are always preaching the doctrine the consistent and predictable lead generation “engine.” But like everything else in marketing, you can’t improve what you don’t measure, and you need to continually evaluate your lead generation program to ensure that it meets seven important criteria: You use conversion ratios to monitor results at every step of the process and you utilize this data to consistently produce greater results. You capture all information generated from inquiries and follow-up efforts immediately (and preferably automatically) in a database system.

B2B Lead Management – 6 Best Practices

Great B2B Marketing

Some companies are good at generating B2B sales leads , others are good at qualifying and closing those leads, but the top performing companies, are those that leverage B2B lead management techniques and can do both.  Don’t forget that lead nurturing is as valuable as lead generation.   My Fusion Marketing Partners clients, as well as my two decades of experience in high tech marketing, have proven that you can get just as many sales from the segment of leads that aren’t ready to buy now, as from those who are  immediately qualified. Sounds like a good plan to me.

B2B Pull Marketing Takes the Guesswork Out of Timing

Great B2B Marketing

In other words, you increase your marketing and sales efficiency in a way that generates more revenue at less cost and effort. One of my favorite bloggers, Paul Castain, posted an excellent article titled The Patience/Urgency Conundrum in Sales on his Sales Playbook website. The topic of proper timing applies in spades to the marketer or salesperson. Make it easy for them to find you.

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Creating an Effective B2B Marketing Machine

Great B2B Marketing

marketing machine falters when it is idle and the pump must be primed constantly with awareness building, social media, web content and lead generation activities. ” This comment resonated with me because it perfectly sums up our philosophy of B2B marketing. We refer to this as being “coin operated.” Consistency – You must have a consistent message across all media.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

OF IMPORTANCE TO YOUR COMPANY By average By first place votes 1 2 3 4 5 6 7 8 LEAD GENERATION (7.5/150) ENGAGEMENT RATE (7.2) 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. But brands.

B2B Marketing: Do This, Don’t Do That

Great B2B Marketing

Put a lead generation plan in place with firm goals like: number of inquiries, number of qualified B2B leads, cost per lead, and sales conversion ratios. By this I mean that if you are going to generate leads, make sure you get full value for them. The secret sauce in marketing is to give prospects what they do want, and stop giving them what they don’t want. Create quality content.

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Would Writing a Book Help You and Your Business?

Great B2B Marketing

You will generate lots of material that you can use for other purposes. I just published my fifth book, Winning B2B Marketing.  Being a glutton for punishment, I seem to get the urge to do this every five years or so. So let’s start with the reasons why you may not want to write a book: It takes a lot of time. There is an opportunity cost. You don’t have enough to say. You won’t make money.

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Social Media Marketing: What Not to Do

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Don’t lose your momentum by incorrectly utilizing social media and don’t waste precious time generating trivial, mundane, or superfluous material. I’ve written a lot about the subject of what you need to do to be successful in social media and pull marketing.  The other side of this coin is a list of things that are harmful or counterproductive – in other words, stuff you should refrain from doing. Don’t become a nuisance.  Communicating with people who have opted-in to receive your messages is a privilege. Don’t abuse that privilege by constantly badgering your audience. Irvin S.

Three Essential Content Marketing Practices

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You should keep these three essentials in mind to make sure your content marketing supports your lead generation, awareness and web optimization goals. Content Marketing Essentials. When I served on the AIM board, I occasionally had dealings with Bryant Duhon, the organization’s editor and community manager. Bryant’s latest post is a great example. Essential 2: Write well.

What is Predictive Marketing?

Predictive marketing = predictive demand generation + predictive scoring

How To Protect Your B2B Marketing Budget

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For example, if you can generate more leads at less cost, why wouldn’t the company take advantage of your efficiency? In a recent discussion on the Chief Marketing Officer (CMO) LinkedIn network, Art Hyde asked this question: How do you keep your marketing budget from being cut by the CFO while every other line-item is untouched? There is a lot of interest about this issue in the B2B marketing community, for good reason.  No one likes to see their budget cut, especially if they (fairly or not) perceive this as a sign of waning influence.  Use data to support your financial requests.

BANT: Is it Still a Useful Tool for B2B lead Qualification?

Great B2B Marketing

BANT has another virtue in that it gives the marketing and sales departments a good way to measure their B2B lead generation success. I just read, and commented on, a thought-provoking article titled Lead Gen: A proposed replacement for BANT. Written by David Green, the premise of the piece is that the BANT formula, for the most part, is no longer relevant. Green’s article has some great advice on how to apply a new model with courtesy and relevance. To refresh your memory, BANT stands for Budget, Authority, Need and Timing. Let your prospects percolate. Promote higher-level offers.

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Lead Retargeting – How to Revitalize Your B2B Contact List

Great B2B Marketing

I write a lot about how to generate B2B leads.  Usually, the context is to target new prospects, individuals or companies who have not previously responded to a lead gen offer. While marketing to fresh prospects is certainly important, there may be a gold mine available right beneath your feet – your existing contact list. There are many good reasons to focus on lead retargeting, including: Assuming you have good contact information, remarketing usually costs a lot less than marketing to fresh prospects. Retargeting is a good way to protect your potential customer base. Lapsed customers.

Marketing Resolutions for 2014

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Calculate exactly how many sales leads you will need to generate in the first quarter. Someone sent me a list of “unusual New Year’s resolutions” and I found two to be particularly interesting: I will not bore my boss with the same old excuses for taking leave. will think of some more excuses. will assure my lawyer that I will never again show up drunk at a custody hearing. Happy New Year.

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B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

The Importance of Clarity in B2B Marketing Copywriting

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Rather it was to educate, persuade and generate action.  Studies show that when it comes to lead generation, fewer words produce better.  Today’s blog post is inspired by one of my favorite Far Side cartoons. I can’t help smiling when I see this cartoon and I think it contains a great deal of wisdom. You will be way more successful if you always keep the reader in mind.

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