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?”,

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

Four Things Marketing Should Say “No” About in 2013

B2B Marketing Unplugged

will grant you that a good show is also a wonderful place to build credibility, discredit your competitors, and launch a product, but I would challenge you to drop one show from your calendar this year and try doing some other lead generation with the budget. Are you feeling the love yet? Have you been saying “Yes” more often than a room full of sycophants? Good for you. Period.

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.

Media 30

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.

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.

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.

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.

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

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.

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?

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.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all

Lead Generation Best Practices

Salesfusion

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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.

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.

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.

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 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 .

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.

The B2B Lead Generation Ecosystem and WPO [Infographic]

Webbiquity

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.

Tips on how to use LinkedIn for Better Lead Generation

B2B Lead Generation Blog

Have you ever wondered about how can you use LinkedIn for better lead generation and business. knew this was big, but I didn’t know how to use it until around 2010 when I found a couple of people who were successfully using LinkedIn to generate leads, but they were focused on internet marketers and solo-preneurs. Related resources: How to Use LinkedIn to Generate Leads.

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.

[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.

The Anatomy of a Lead-Generating Website

Hubspot

There are plenty of ways to increase the number of people visiting your site, but unless you convert these visitors into leads, you won't be able to ultimately get new customers. That's why it's so important to design your website with lead generation top-of-mind. Do you have lead generation CTAs on each of your blog posts? (Do you have a blog at all?).

Lead Generation Funding

Salesfusion

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Ensuring Qualified Lead Generation

Salesfusion

The post Ensuring Qualified Lead Generation appeared first on Marketing Automation | Lead Generation | Email Marketing | Salesfusion. Best Practices Customer Interaction Lead Nurture Nurture Marketing [one_half valign="middle"]. Partner Portal. Why Partner With SalesFUSION. [/one_half]. one_half_last valign="middle"]. divider style="simple"].

Why Technology Marketers are Leading the Way in Lead Generation

B2B Lead Blog

recent survey on B2B content marketing technology found that technology marketers were standouts in lead generation. B2B Lead Generation Lead Nurturing marketing marketing programs Technology marketers are ultimately in the business of solving customer problems using technology. It makes sense, […].

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.

Lead Generation Marketing

Salesfusion

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6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

You need to generate leads, right? The B2B lead generation landscape has changed tremendously in the last decade. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch. The B2B Lead Generation List. 1. Publisher Lead Generation Programs. Inbound or Content Marketing. Search marketing.

Infographic: Top 10 Types of Demand Generation Content

The Point

Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Whether you’re focused on generating net new inquiries, or nurturing existing leads through the funnel, it’s often best to utilize a mix of content types, the better to appeal to a range of prospects.