B2B Marketing Unplugged

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Pssst. Trade Shows Suck at Lead Generation. Pass it on.

B2B Marketing Unplugged

” “Where will the leads come from?” But they are great for filling up the top of the funnel with fresh leads, right? The Squirrels long since picked out the very small number of those cards that held any promise, leaving you and Skippy with a bunch of sales-rejectable leads. Do not confuse visibility and product launches with lead generation.

Eight Rules for Lead Generation Events

B2B Marketing Unplugged

This is a lead generation exercise, not a charity event, so audience matters. I was not the right person for this event. The polite ones will at least hear you out and tell you they liked the salad.That’s a great lead, people, go close it. Psssst, Trade Shows Suck at Lead Generation. Rule 1: Use an experienced event manager. Rule 2: Go look at your venue.

Rules 47

Four Things Marketing Can Say “Yes” About in 2013

B2B Marketing Unplugged

Yes to the Integrated Cross-Functional Project Task Force: These are not quite as painful as being on the social committee and much more fun than arguing about why the Squirrels can’t have a print-on-demand, fully-customized online direct mail generating system that also figures out their golf handicap.  You’ve got to love January. Go ahead. Maybe not. Everyone went home happy.

RFP 71

Just Because It’s Content, Doesn’t Mean It’s Good

B2B Marketing Unplugged

Somewhere along the line, we outsourced that stuff to agencies and filled our marketing departments with demand generation pit bosses and brand evangelists who filled in briefs and managed agencies. Does that even matter in a time when marketers are rewarded for word counts and not lead counts? It must have been about June when Linda called. “Do you know a good B2B writer?”,

Evangelizing a Content Marketing Program

B2C Marketers companies that excel at lead nurturing generate. 50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. Do you want to drive more leads? leads.

Eight Rules for E-Cards (plus a suggestion)

B2B Marketing Unplugged

That’s because, as Rule 1 suggests, this is not a lead-generation exercise; it’s a cultural ritual. Nobody seems to have got around to writing up any rules for sending out Multi-Denominational Winter Holiday (MDWH) e-cards. Your MDWH card is not a prospecting activity; it’s an act of gratitude. Rule #2: Keep it brief. Paper cards rarely exceed five by eight inches folded. That’s all.

Rules 25

Hook, Line & Whitepaper: Why Content Needs to Know Its Place

B2B Marketing Unplugged

All that stuff about thought leadership, educated markets, solution selling and lead nurturing is well and fine, but if it isn’t paying the bills, it isn’t working. More and more, I suspect, we are generating demand for content, and not for our products. Sales people need some lean protein in the form of a lead that has a sharp thing stuck in its cheek.

How to Use Your Subject Matter Experts for World Domination

B2B Marketing Unplugged

External Helpfulness: Moderating online forums; leading user groups; participating in highly technical panels or industry standards groups. Internal Helpfulness: Sales launches; writing (or pretending to write) a blog; briefing agencies; generating internal excitement. Last week we visited the world of SMEARS (subject matter experts at rest) and the compelling reasons why marketing needs to step up and turn these poorly-used resources into something every bit as exploited as the rest of us. Sales people like them because they help sell stuff. Hermit Crabs.

Is Content Marketing Killing Sales?

B2B Marketing Unplugged

Marketing would generate a bunch of leads, toss them to a sales rep and the rep would scamper around like a squirrel, grabbing the good nuts and finding a safe place to store them while the sales cycle moved along. What’s faster than a squirrel with a nice big nut in its sights? Other than Volkswagens (I really did try to stop) and ambitious dogs, the Internet comes to mind.

Content Methodology: A Best Practices Report

industry metrics such as sales and leads, or. generation Lead generation: Create. high-quality leads. Lead conversions • Avg. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. leader with industry-leading. Content. Methodology: A Best. the stories.

Coming soon to a P-Cube Near You

B2B Marketing Unplugged

This post is about the future, for I have peered out over the edge of our foxhole and I have seen the next generation of the P-Cube. Now I have a couple of teenagers at home and privately think of them as grunting, fridge-emptying text-messaging, laundry-generating trolls who have unfriended me (de-friended? So we stuck her in a cube and used child labour for two months to enter and analyze a bunch of lead data. It means, my friends, that Generation G is going to check everything you say and promise with everyone, everywhere, all the time. And why Google? Not us.

B2B 7

Social Media for Grown-Ups

B2B Marketing Unplugged

Marketing’s Daddies are leads, revenue and market share. If social isn’t driving leads, it’s wasting time and, by the way, not getting a lot of internal support, either.  This is basically a 200-page manual on how to get more leads from social stuff. mean, what are the odds? The other thing is that Kip and Jeffrey understand about Daddies. It’s the one about Search.

B2B 2

When Good Things Happen to Good Research

B2B Marketing Unplugged

If you do it right, you can publish meaningful data, position your company as a thought leader, get a little PR and create a great lead generation tool or sales piece. Which leads me to believe, perhaps wrongly, that this isn’t really a survey at all but a massive fishing expedition for email addresses and book lovers.   I found this email rolling around at the bottom of my Inbox the other day and it reminded me that I think sponsored research is quite a nifty thing, especially in the B2B technology space.  . Do a credible job. Several, actually. IT Decision-Maker? Lather.

Trade Shows Part 1: Who Gets to Go

B2B Marketing Unplugged

Since the question of who goes to a given show generates the most resentment, that seems a good place to start. The ones who can qualify leads, push them into the funnel or further along the funnel or even close something. How can you possibly justify standing in front of the industry making a speech or leading a session on how your particular bit of it works? Spring is definitely in the air, and with it a brand new season of trade shows. You remember trade shows, don’t you? Yet like the flying car I was promised in 1972, it just hasn’t quite come to pass. Not junior ones.

In Industrial Lead Generation, a Lead is a Lead, Right?

Industrial Marketing Today

Every discussion I’ve had with manufacturers and industrial companies starts with “we need more leads” or ends with “we need results.” I understand and accept the fact that the main goal of industrial marketing is to generate leads. have no issues with that but do these companies know what a qualified lead is? This is only a content summary.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Lead conversion (32 percent) is the most. budget can lead to more time if you’re able to hire. percent, was lead conversions and sales. ON SITE 7% OTHER 6% 32% LEAD. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. Copyright © 2015 Contently.

Is B2B Lead Generation Really This Difficult?

The Point

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that?

Building Your Strategic Lead Generation Portfolio

B2B Lead Generation Blog

Tweet To be successful at lead generation, marketers can’t rely on one specific tactic. while ago, I created a mind map of lead generation channels for my book Lead Generation for the Complex Sale. I’ve updated it to include more content marketing and social media channels. Build your lead generation calendar. hope you find it helpful.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

Tweet Ask most executives and marketers what salespeople need to sell in this economy, and they will say one thing: more leads. That’s why many marketing and lead generation programs tend to focus on quantity. Unfortunately, as little as 5 to 15%  of all marketing inquiries (aka leads) turn out to be truly sales-ready opportunities. challenge. Create a marketing funnel .

Lead Generation: Balancing lead quality and lead quantity

B2B Lead Generation Blog

Tweet Lead generation is somewhat like a tightrope act. Generate too many leads, and the rope between Sales and Marketing breaks. If you don’t generate enough leads that turn into sales, your ROI plummets. This interaction was a great opportunity to capitalize on generating prospects interested in Siemens products. But something went wrong.

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. These examples may sound hyperbolic, but they get at values that lead. All rights reserved. Introduction 3 II.

31 Tips for Improving Sales and Marketing Lead Generation Alignment

B2B Lead Generation Blog

How does your sales team perceive the leads Marketing produces? They complain about lead quality. They complain about lead volume. The say leads, what leads? Marketing gives us leads? Lead generation is an iterative process that requires consistent closed-loop feedback. Centralize the lead qualification process. Be honest. Be flexible.

How the Halo Effect Drives Lead Generation

B2B Lead Generation Blog

My dad taught me many lessons growing up, and one that stands out as relevant to lead generation went something like this: He said, “Choose your friends carefully because we become like the people we spend most of our time with, and [like it or not] we’re judged by the company we keep.” In this post I’m going to explain how it applies to lead generation.

Lead Generation: 2 simple tips to determine cost per lead

B2B Lead Generation Blog

Tweet Getting to the heart of lead cost is not easy. In today’s B2B Lead Roundtable Blog post, I wanted to explore cost per lead by sharing a few tips and insights from the panel of industry experts that spoke on the subject at MarketingSherpa Lead Gen Summit 2013. Clearly define what a lead is for your organization. Move toward thinking of lead cost in aggregate.

How to Put the Customer First in Lead Generation

B2B Lead Generation Blog

Tweet Putting customers first in lead generation. Complexity found in things like Marketing-qualified leads (MQLs), Sales-qualified leads (SQLs), opportunities, lead engagement scores and other KPIs are helpful to see trends and measure what we deem important to us, but something is often missing. That missing piece is customer empathy. You might also like.

Content Marketing Playbook: Strategy and Roadmap

returned to the company after a 28-month stint leading. And it would lead to GE’s. Our blog generated 2 million views. essential to Moz, a company that generates all of their. leads through inbound marketing. “I think it’s almost. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. years prior.

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. The direct outcome of lead generation is new contacts available for sales or marketing.

Should your content generate leads or relationships?

grow - Practical Marketing Solutions

His business goal was to generate an ever-increasing number of leads from his company’s blog content and he wanted my ideas on what they might try to kick the number up. “Should your content be aimed at building short-term leads for cold calls, or for building real business relationships?” ” Clearly the Hubspot model is built on leads.

Lead Generation via Influencers and Experts in 4 Steps

B2B Lead Generation Blog

Tweet Proactively building relationships with influencers and industry experts and is a powerful way to generate leads and positive word of mouth (WOM). Here are four steps to engage and develop leads via influencers: Step 1: Target — Map out the key players, experts and opinion molders in your industry. Most of us know this as influencer marketing , aka influence development.

Lead Generation Best Practices


The post Lead Generation Best Practices appeared first on Marketing Automation | Lead Generation | Email Marketing | Salesfusion. Best Practices Lead Nurture [one_half valign="middle"]. Partner Portal. Why Partner With SalesFUSION. [/one_half]. one_half_last valign="middle"]. frame style="none"] [/frame]. [/one_half_last]. divider style="simple"].

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. B2B Marketing.

Lead Generation: 5 tips to generate leads faster on LinkedIn

B2B Lead Generation Blog

Tweet Wouldn’t it be great if you could just collect hot leads by spending a few minutes a day on LinkedIn? member of our B2B Lead Generation Roundtable LinkedIn Group was likely dreaming about this when he asked the group for a way to generate leads through LinkedIn that “doesn’t require a lot of time, engagement and endless keyword searches.”. Guess what? Title.

10 Ways to Generate More Leads from Your Business Blog

The Point

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. Here are 10 proven ways to generate more leads from your blog.

The B2B Lead Generation Ecosystem and WPO [Infographic]


The “Internet Marketing Lead Generation Ecosystem” infographic below was created by the Chicago SEO agency , Straight North. Its purpose is to serve as a blueprint to demonstrate how multiple online marketing channels can be joined to create one online lead generation campaign. And, the bottom portion of the infographic shows the leads collected become a new customer.

Best B2B Lead Posts in 2014: Lead generation, lead nurturing and content marketing

B2B Lead Generation Blog

Read on to find out what B2B Lead Roundtable Blog posts were shared the most as well as the three topics B2B marketers valued most in 2014. Topic #1 — Lead generation is king. Lead generation was a huge topic for 2014 and for good reason. Every lead nurturing campaign, every lead conversion, every sale depends on first generating a lead.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. B2B Marketing.

B2B Lead Generation: Publisher Programs

Digital B2B Marketing

Need leads? The more targeting you need, the more expensive those leads become. Over a series of three articles on B2B lead generation, we will look at types of programs or providers, how to measure the success of programs and things you can do to improve the results from your programs. Part 1: Lead Generation Alternatives to a Content Syndication Network.

[Infographic] 10 Ways to Generate More Leads from Your Business Blog

The Point

Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI. If you’ve got the content nailed, turning your blog into a demand generation machine may require little more than a few simple changes. Here are 10 tips for generating more leads from your blog, drawn from this earlier post.

Lead Qualification: Stop generating leads and start generating revenue

B2B Lead Generation Blog

Tweet B2B marketers, stop focusing on generating leads. By sending them only qualified leads. Most leads aren’t qualified. Leads are only qualified when they fit your universal lead definition (ULD).  Before you do any more lead generation, make developing one your highest priority. The only way to qualify leads is to call them.

Lead Generation: The power of copy

B2B Lead Generation Blog

In today’s B2B Lead Roundtable Blog post, we’ll take a look at how a one small tweak to the copy on a lead generation page increased conversion and what we can learn from the results. Objective: To increase leads from quote requests. Primary Research Question: Which form messaging will result in the most leads? Tweet Words matter. Words inspire. Results.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. B2B Marketing.