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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 Marketing: Know the Trends, Pick the Right Strategy

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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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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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B2B Content Marketing That Drives Results

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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.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

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.

Important Lessons for Working with Channel Partners

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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.

Marketing Analytics – Measuring What Matters in B2B

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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.

5 Characteristics of a Winning B2B Marketer

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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.

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.

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

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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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Do You Need to Recombobulate Your B2B Marketing?

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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.

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.

B2B Marketing: Six Need-to-Know Nuggets

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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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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

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.

B2B Appeals that Motivate Action

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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.

Would Writing a Book Help You and Your Business?

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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.

B2B Marketing: Do This, Don’t Do That

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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.

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.

B2B Lead Management – 6 Best Practices

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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

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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.

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.

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

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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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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.

Marketing and Sales – How to Achieve a Healthy Balance

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Marketing not only has to support the current revenue targets but has to generate awareness and leads to fuel the sales engine in subsequent quarters. By this I mean the part of the revenue pie that is not generated through customer up-sell, existing service contracts and so forth. ” Of course I have heard (and expressed) plenty of complaints pointed in the other direction.

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Creating an Effective B2B Marketing Machine

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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.

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 Marketing Strategy: Inform and Educate

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The more relevant content you generate the better chance you have of being found via search engines and talked about in social network channels. David Meerman Scott, a prominent author and speaker in marketing and leadership, recently posted a blog entry with some valuable information on how companies ought to be reshaping their web strategy. The title of the article was Educate and Inform Instead of Interrupt and Sell. Scott was definitely speaking my language in this article and he had a number of salient points about successful marketing strategy.

Making the Transition from Push Marketing to Pull Marketing

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Generates leads at 1/3 the cost of push marketing. For example, if a company is generating 200 leads per month through push marketing programs, we don’t try to replicate these results with pull marketing campaigns. reasonable would be to generate 10 percent of the push marketing total as additional leads within 90 days – growing the monthly total to 220. Over time, this drives down your total cost-per-lead and you are able to generate substantially more leads at the same budget. First, let’s briefly recap the benefits of pull marketing.

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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.

Social Media – Can It Be Used to Generate Leads and Revenue?

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In the past few months, I’ve seen a number of interesting articles, blog posts and LinkedIn discussions lately that explore the question of whether social media is a good vehicle to generate leads and revenue.  Some people say it is worthless as a lead generation tool and others say it works great.  The correct answer is that while it depends on the company, target audience, and product or service, most of the time you can generate leads and revenue through social media. Technorati Tags: Lead Generation , Social Media , Social Media Marketing.

Is Social Media a Marathon or a Sprint? – by Christopher Ryan

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This goes on for a few weeks or months until the person quits when they figure out the social media didn’t produce much results in terms of generating awareness, leads and revenue.  Over time, the schedule of blog postings, Twitter activity and LinkedIn activity can increase, and we can start folding in additional social media outlets.  As you gain more experience with social media, you will find that you are able to generate more activity with less time.  As I talked about in an  earlier blog post , you can definitely generate awareness, leads and revenue with social media. 

How to Shorten the B2B Sales Cycle

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This is the purpose of the offer – to first drive prospect engagement and then drive prospect action (buying your product or service).  A good offer is the fuel that can not only shorten your sales cycle but also turbo charge your entire revenue generating machine. If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle. 

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.

How Marketing Can Double the Effectiveness of Your Sales Force

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Step 2:  Generate a bunch of leads.  In many B2B environments the marketing department is primarily evaluated on their ability to produce sales leads.  Taking these five steps can have a profound impact on your company’s sales revenue and your marketing department will be viewed as a key partner in the revenue generation process. I was talking to a former colleague yesterday and she made the claim that as a marketer, she had no control over the sales process and little or any impact on revenue. Regardless Keep an eye out for this at the Fusion Marketing Partners website.

Patience and Persistence – A Powerful Combination in Marketing

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How many inquires will you generate and how many of these will turn into legitimate sales opportunities?  Since the web is such a powerful awareness and lead generation tool, anything you can learn about how it works is helpful.  So are specialized skills such as search engine optimization (SEO) and lead generation techniques like pay per click (PPC). For example, it takes some time to set up a lead generation and follow-up machine that will crank out good results month-after-month. Here are some examples of when to practice persistence.

How to Expand Your Circle of Marketing Influence by Christopher Ryan

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Your efforts will evolve from push marketing to pull marketing and you will be able to generate leads and new customers at a much lower acquisition cost. Those nearest to the core are loyal, lifetime customers, prospects in active sales cycle and others that you have direct influence on. Those farthest away do not even know that you exist.

When It Comes to Marketing, You are Not Your Prospect

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My email generated almost double the response. One of the issues I face as a B2B marketing services provider is the “personal preference” challenge. This manifests itself when my team and I put a great campaign together that we believe will achieve solid results. Then our client, who is usually the CEO or CMO, kills the campaign because he or she doesn’t like something about it, often saying something like: “I would never respond to this offer/click on this ad/respond to this email promotion/whatever.”. In other words, results are way more important than personal preferences.