Avitage

APRIL 1, 2016

B2B lead generation and conversion rates are universally below expectations. Late stage content in sales cycles hasn’t evolved to support buyer-centered selling practices. A realistic assessment of the underlying cause of the problem helps you apply the right solution, because it allows you to see the real cause of the problem.

Acquisitions 120

Acquisitions Sales Cycle Content B2B Sales 120

Avitage

JUNE 27, 2015

If you’re a B2B organization pursuing content dependent strategies such as content marketing, automated lead generation and nurturing, sales and channel enablement (among others), you are now in that business.

B2B 120

B2B Content Paid Search Agency Lead Ranking 120

Avitage

OCTOBER 17, 2012

Consider webinars, enthusiastically rated high by marketers as content and lead generation tools. There is a lot at stake for organizations — especially larger organizations – in terms of productivity impact on individual’s day jobs, customer experience and brand. A video is really a sound track with visuals.

Domain 120

Domain Webinar Metrics Video Marketing Organic Leads 120

Avitage

OCTOBER 31, 2013

In addition to your core strategy we will need your demand generation and management plan. If you are using marketing automation, and lead nurturing is important, content will be a critical enabler. We’ll need your lead definitions. Content Strategy: Your plan should also contain your content strategy.

Planning 120

Planning Content Marketing Content Marketing & Strategy 120

Avitage

OCTOBER 31, 2013

In addition to your core strategy we will need your demand generation and management plan. If you are using marketing automation, and lead nurturing is important, content will be a critical enabler. We’ll need your lead definitions. Content Strategy: Your plan should also contain your content strategy.

Planning 120

Planning Content Marketing Content Marketing & Strategy 120

Avitage

JANUARY 7, 2015

We discussed the buyer persona and buyer journey work they do to prepare for lead generation initiatives, especially email campaigns. The content challenges of his customers are a real problem. They also constrain his company’s ability to optimize results for clients.

Process 120

Process Campaigns Buyer Personas Buyer's Journey 120

Avitage

MARCH 11, 2014

For marketers, might we say, “caught up in the need to build a brand, generate leads, to respond to tectonic changes in buyer behavior and technology …” Michael Porter on Strategy In his seminal Harvard Business Review article in 1996, What is Strategy?

Marketing & Strategy 120

Marketing & Strategy Enterprise Management Differentiation Work Management 120

Avitage

OCTOBER 9, 2012

The first assumption is about the linkage between videos and use cases such as lead generation, nurturing, events, or webinars. Before we address a realistic estimate of the number of videos required I need to explain three assumptions that impact the estimating model. This is outdated thinking.

Advertising Channels 120

Advertising Channels Video Marketing Webinar Metrics Lead Ranking 120

Avitage

OCTOBER 9, 2012

The first assumption is about the linkage between videos and use cases such as lead generation, nurturing, events, or webinars. Before we address a realistic estimate of the number of videos required I need to explain three assumptions that impact the estimating model. This is outdated thinking.

Advertising Channels 120

Advertising Channels Video Marketing Webinar Metrics Advertising Agencies 120

Avitage

SEPTEMBER 5, 2012

Jon’s insights touch upon lead generation, sales productivity, and marketing portfolio productivity. In a recent CRMSoftware.TV video, Jon Miller, Vice President of Marketing for Marketo, speaks to the importance of marketing quantifying its value to the rest of the organization.

Marketing Automation Services 120

Marketing Automation Services Buying Cycle Trigger Marketing Marketo 120

Avitage

SEPTEMBER 5, 2012

Jon’s insights touch upon lead generation, sales productivity, and marketing portfolio productivity. This video of Jon Miller, Vice President of Marketing for Marketo, speaks to the importance of marketing quantifying its value to the rest of the organization.

Buying Cycle 120

Buying Cycle Trigger Marketing Marketo Marketing Automation Services 120

Avitage

APRIL 9, 2012

We know too well the difficulty of identifying and engaging new prospects in sales conversations (generating leads). We all feel the perception from buyers that, to them, all vendors and their products look pretty much the same (undifferentiated value).

Demand 120

Demand B2B Sales Sales Cycle PR 120

Avitage

JULY 30, 2012

Constraining marketing activities to point events, periodic campaigns, or to activities dictated by limited cash flow, will not generate momentum. A startup, or a company that has lost market momentum, needs to invest to create momentum. Managing marketing expense is fundamentally different from investing to create momentum.

Marketing & Strategy 120

Marketing & Strategy Startups Paid Search Agency Marketing 120

Avitage

MARCH 28, 2012

35 Days to First Conversation — do the math For prospects who actively engage your content, assuming a two day lag in viewing, here is a possible sequence to your first call appointment (elapse time not work days) (“your mileage may vary”): Day 1 – send initial invitation touch with vmail call Day 3 – prospect views email (..)

Microsite 120

Microsite Activities Conversion Content 120

Avitage

MARCH 13, 2014

Consider your options for content, to: Entertain Capture attention Generate interest Educate or inform (nurture for leads) Demonstrate or prove Explain or brief Train Now, think about the contentS, approach, tone, writing and design factors, and how they must change depending on purpose.

Design 120

Design Content Education User-Generated Content 120