Sales Engine

FEBRUARY 18, 2016

I would answer that it is definitely worth it, even if it does nothing more than help you know your customer more intimately. But campaign-driven approaches worked when the goal of marketing was branding and awareness. Not to say that it can’t still work, but for the most part, it turns buyers off.

Content 120

Content Thought Leadership Custom Publishing Segmentation 120

Sales Engine

JANUARY 7, 2016

Everyone, including you, is more educated and informed about how selling works compared to five or ten years ago. Content marketing has proved to be an effective approach for B2B lead generation , especially those with a complex sale—but, to work effectively, it can’t be campaign driven. But that time has gone. This takes time.

Top of Funnel 120

Top of Funnel Features B2B Thought Leadership Digital Marketing Funnels 120

Sales Engine

APRIL 14, 2016

But we also have so many more media outlets now to work with including the bloggers.” Quinn concludes that even though creative thinking in B2B can be more challenging, thinking like an industry disrupter can help. And what a difference would that be?” What do you think they would focus on and what would they be doing?

B2B 168

B2B Blogger Content Public Relations 168

Sales Engine

MARCH 28, 2016

B2B Content Enterprise: How does Conversion Sciences work with clients to optimize landing pages? I think that from the content marketing standpoint what’s not working is to post about whatever interested us at the time, whatever seemed to be topical or whatever guest bloggers were submitting to us. That’s what got published.

Marketing & Strategy 120

Marketing & Strategy A/B testing Broadcasting Content 120

Sales Engine

MARCH 10, 2016

The blog that started out as a rant between three or four people caught on to where he was later approached by the Orange County Register for help with their Angels blog. “I Q: How has search engine optimization changed since you started working in the space? Content was king, and any content worked.

SEO 120

SEO Organization Content Marketing Agencies 1 120

Sales Engine

AUGUST 2, 2017

So why do sales and marketing departments still work together in a linear fashion? The BDR can recommend nurturing content and help position the seller as a valuable resource so that when the lead does reach sales-readiness, the seller is the first company that comes to mind.

Lead Ranking 168

Lead Ranking Case Studies Case Study Marketing Qualified Leads 168

Sales Engine

JUNE 20, 2016

So why are many sales and marketing departments in B2B companies continuing to work together in a linear fashion? The BDR can recommend nurturing content and help position the seller as a valuable resource so that when the lead does reach sales-readiness, the seller is the first company that comes to mind.

Lead Ranking 174

Lead Ranking Marketing Qualified Leads Lead Nurturing Lead Scoring 174

Sales Engine

OCTOBER 27, 2015

So whether that’s a Business Development rep making a phone call and leaving a voicemail, or an automated email sent to them containing a link to another piece of content—it must help them along and provide value. It’s just not going to work effectively. That’s nurturing. That’s adding value.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Buy 120

Sales Engine

DECEMBER 21, 2015

The mistake most companies make is putting all of this responsibility onto their existing marketing leader and expecting he or she can manage all of this new incremental work while still running the annual customer event, product marketing, a few key tradeshows, and whatever else made up their day job before entering this new world.

Budget Programs 120

Budget Programs Work Management Marketing Management Allocation 120

Sales Engine

JUNE 2, 2016

I cannot tell you the number of companies that we do business with and that started with that exact same strategy then came to us because it wasn’t working. The good news is that these mistakes are avoidable simply by developing a plan and ensuring that you have the resources in place to execute.

Top of Funnel 120

Top of Funnel Marketing & Strategy Paper Content 120

Sales Engine

SEPTEMBER 18, 2015

They work hand in hand—but it’s not about trying to “trick” Google into telling them what that page is about. Not to say that keywords and backlinks aren’t important because they still play a big role in helping Google figure out what that page is about. You actually have to develop content that your prospects want to consume.

Top of Funnel 120

Top of Funnel SEO Content Marketing Long Tail Marketing 120

Sales Engine

OCTOBER 16, 2015

That’s why you hire them in the first place, and if you can’t do that, they won’t work for you for long. What additional information can you send to them that’s going to be helpful? Worse, they’ll go to your competitor, having developed keen insights into your industry and its readers’ interests. #2. How can you add value?

Content Marketing 120

Content Marketing Lead Ranking Content Marketing & Strategy 120

Sales Engine

MARCH 24, 2016

Use whatever works for you and helps you make money. The right offer at the right time will always work. During a long, complex buying process, marketers must help prospects take the next steps based on where they are in the buying cycle and what they need to know next.

B2B Sales 149

B2B Sales B2B Inbound Marketing Cold Calling 149

Sales Engine

APRIL 20, 2016

That was what we used to do before the emergence of a content-heavy internet, and it worked because sales people were the gatekeepers of information about products and services within a company. They need help getting in the door. The clicks help to identify those with need. They need marketing.

Lead Ranking 218

Lead Ranking Lead Gen Lead Scoring Leads 218

Sales Engine

OCTOBER 4, 2017

economy and an ever-expanding arsenal of technologies to help both salespeople and marketers reach more prospects, many companies continue to struggle to grow sales. But it rarely works that way. Your prospects are hungry for content that’s educational, helpful and informative in tone. Despite a vibrant U.S.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

MARCH 15, 2017

Demand generation is not a one-off initiative that you work on for a period of time, launch, and forget about. It can feel like there are never enough bodies to do the work that needs to be done, but remember that no one person is good at every component of demand gen. These last points are particularly important to keep in mind.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Resources Demand 120

Sales Engine

MAY 31, 2016

It’s not a one-off initiative that you work on for a period of time, launch, and forget about. It can feel like there are never enough bodies to do the work that needs to be done, but remember that no one person is good at every component of demand gen. These last points are particularly important to keep in mind.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Resources Demand 120

Sales Engine

JULY 20, 2016

economy and an ever-expanding arsenal of technologies to help both salespeople and marketers reach more prospects, many companies continue to struggle to grow sales. But it rarely works that way. Your prospects are hungry for content that’s educational, helpful and informative in tone. Despite a vibrant U.S.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

JULY 20, 2016

economy and an ever-expanding arsenal of technologies to help both salespeople and marketers reach more prospects, many companies continue to struggle to grow sales. But it rarely works that way. Your prospects are hungry for content that’s educational, helpful and informative in tone. Despite a vibrant U.S.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

DECEMBER 28, 2015

You know content marketing will work for your company—your competitors are doing it, and they’re kicking your butt. Whether you’re working on a massive, full-blown digital magazine or a monthly newsletter, the concept of content marketing is the same: develop great content, get it in front of your prospects, and convert the lead traffic.

Budget Programs 120

Budget Programs Top of Funnel Marketing Budget Webinar Metrics 120

Sales Engine

MARCH 3, 2016

Instead, he concluded that injecting some life into the photos would help set his company apart from the competition. I think it’s unique in the industry and the feedback that we’ve received is that it really helps to tell the story. Our head of editorial used to work at Condé Nast. Our head of creative production is from Pixar.

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 120

Sales Engine

MARCH 3, 2016

Instead, he concluded that injecting some life into the photos would help set his company apart from the competition. I think it’s unique in the industry and the feedback that we’ve received is that it really helps to tell the story. Our head of editorial used to work at Condé Nast. Our head of creative production is from Pixar.

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 120

Sales Engine

JUNE 23, 2016

From that number, you can work your way backwards to figure out where marketing dollars would be best spent in your situation. CAC Ratio = Customer Lifetime Value (CLV) / Cost to Acquire a Customer (CAC) It is also helpful to calculate how long it takes you to recover the cost of acquiring a customer once that customer has signed on with you.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Top of Funnel 120

Sales Engine

JANUARY 12, 2016

The Met’s digital marketing team works closely with their traditional marketing department, but everything with a digital face flows directly through them, including their own separate public relations team—and everything is measured. “I’m Our job is to find the right forms that work for our content.”

B2B Marketing 120

B2B Marketing Paid Search Agency B2B Storytelling 120

Sales Engine

JANUARY 12, 2016

The Met’s digital marketing team works closely with their traditional marketing department, but everything with a digital face flows directly through them, including their own separate public relations team—and everything is measured. “I’m Our job is to find the right forms that work for our content.”

B2B Marketing 120

B2B Marketing Paid Search Agency B2B Storytelling 120

Sales Engine

JANUARY 28, 2016

This used to work more effectively when there was less noise, but because it still works, we’ll keep doing it. Of course, marketers love to use other metrics, such as increase traffic and page views, because they look a lot better on paper—but if they aren’t converting into leads, they’re not helping to increase revenue.

Webinar Metrics 120

Webinar Metrics Marketing & Strategy Content Paper 120

Sales Engine

AUGUST 12, 2016

And the result may be that we need fewer sales reps, meaning we have to focus on hiring the really qualified, well-trained, consultative sales person that truly helps prospects diagnose their real problems. It turns out that they needed process redefinition, more staff and more data to make that software work.

Top of Funnel 136

Top of Funnel Content Marketing Cold Calling Sales Qualified Leads 136

Sales Engine

APRIL 24, 2018

By creating quality content like blog posts, white papers, eBooks, infographics, videos, podcasts, and case studies, you can connect with potential buyers in meaningful ways that help solve their most pressing problems. Pay Per Click (PPC) advertising works for a few, but not most. Simply put, you need to do content marketing.

Paper 159

Paper Planning Marketing Plans Marketing Automation Services 159

Sales Engine

JANUARY 14, 2016

If your content marketing arm is going to behave like a media company , you need strong writing – incorporating gripping video, smart infographics and powerful photos – all working together to grow audience and increase sales. What worked, and what didn’t? Oh, and some editorial independence. Did the white paper goose sales?

Planning 120

Planning Content Marketing Best Practices Content 120

Sales Engine

AUGUST 16, 2016

But the reality is that some of this process can be automated, and some can't, and one of the biggest reasons for this is that when we do find something that works predictably, others jump on the bandwagon and muddy the waters—much like what we’re seeing now with content marketing. The idea of marketing one-to-many is on the decline.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

DECEMBER 7, 2015

And the result may be that we need fewer sales reps, meaning we have to focus on hiring the really qualified, well-trained, consultative sales person that truly helps prospects diagnose their real problems. It turns out that they needed process redefinition, more staff and more data to make that software work.

Top of Funnel 120

Top of Funnel Content Marketing Cold Calling Sales Qualified Leads 120

Sales Engine

NOVEMBER 16, 2015

The problem is that when we find something that works predictably, others jump on the bandwagon and muddy the waters—much like what we’re seeing now with content marketing. Disruptions are less tolerated—and, while many of these tactics still work to some degree, they’re having diminishing returns. Businesses love repeatable processes.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

JULY 21, 2016

Sure, you can start writing some blogs and you might get some inbound traffic, but the leads will be substandard and it won’t help you hit growth numbers of 20% or more. Obviously you can help them solve those problems, but the prospect may not be ready to hear it. How do I evaluate vendors? What are the mistakes I need to avoid?

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

JULY 21, 2016

Sure, you can start writing some blogs and you might get some inbound traffic, but the leads will be substandard and it won’t help you hit growth numbers of 20% or more. Obviously you can help them solve those problems, but the prospect may not be ready to hear it. How do I evaluate vendors? What are the mistakes I need to avoid?

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

MARCH 30, 2016

In the meantime, you can supply newly-created MQLs with a series of emails that prime them with useful information and help keep your company top-of-mind. And it works. They typically contain facts, statistics, charts and graphs of information designed to be helpful to buyers. This strategy is called lead nurturing.

Marketing Qualified Leads 136

Marketing Qualified Leads Lead Nurturing Lead Ranking Top of Funnel 136

Sales Engine

AUGUST 15, 2016

In fact, the entire process must work in tandem with sales to turn suspects into qualified opportunities resulting in revenue. Based on what the prospect has responded to in the past, a lead nurturer must use that knowledge to reach out and be a helpful resource for problem solving. Enter the lead nurturer. A head for analytics.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120

Sales Engine

JANUARY 22, 2016

In fact, the entire process must work in tandem with sales to turn suspects into qualified opportunities resulting in revenue. Based on what the prospect has responded to in the past, a lead nurturer must use that knowledge to reach out and be a helpful resource for problem solving. Enter the lead nurturer. A head for analytics.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120