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Time to abandon spray-and-pray lead generation

Biznology

A couple of years ago, a client told me he was having some lead quality problems. The company had contracted with a major IT publisher for a webcast that guaranteed 150 leads. But the leads weren’t panning out; the quality was terrible and salespeople were pointing the finger at marketing. B2B publishing houses have long relied upon their subscriber lists for the generation.

How to select the right lead generation media mix

Biznology

Most B2B lead generation campaigns involve multiple touches via multiple media channels. But how do you decide which media are optimal, and more to the point, how they work together to generate a qualified lead?  It’s an iterative process. Can you get enough leads from this channel to satisfy your requirements? Lead flow requirements. Qualified leads.

Lead Qualification: The Secret Sauce of B2B Lead Generation Marketing

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The Number One rule in B2B marketing:  Never, ever, pass an unqualified lead to your sales force.  But all this assumes that the marketing team has a clue about what kind of lead is ready for a sales rep.  Enter the concept known as lead qualification. Instead, marketers today should be looking for more subtle clues to determine whether a lead is ready for the sales team. 

The top 10 tricks for sales lead generation

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Yesterday’s webinar with Ruth Stevens and me was about making sure the leads you send to your sales team are qualified and the process of how to qualify them. The productivity of a sales force or distributor improves dramatically with a steady supply of qualified leads. So how do you provide your sales team with the leads that will increase their productivity by 200% or more?

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.

Tips for your professional B2B corporate video production project

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Want to convert more of those visitors into leads and customers? In addition, video is the only marketing format that can truly connect in an emotional way while providing the most amount of information in the shortest amount of time (decision makers appreciate the ease of use and ability to learn quickly), which supports lead generation. Have good audio. Two cameras.

4 Elements that drive B2B direct marketing results

Biznology

Over the past few months, I have gotten a number of calls from individuals who are seeking new sales leads for their company. We then get into a conversation about the issues of developing a lead generation campaign, and it becomes painfully apparent that few know the basics of how to develop a campaign that has even a small chance to generate leads.  .

The 10 most fascinating people in B2B Marketing in 2015

Biznology

Amanda Kahlow represents the newest generation of B2B marketers, as a pioneer in deploying “intent data” to help marketers get visibility into pre-funnel tech buyer behavior online. Japan’s foremost lead generation marketing company.  These people are making a welcome contribution. We are lucky to have them. You inspire the rest of us, Jim. That’s inspiring. Thanks, Charlie.

Exciting new tools for B2B prospecting

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Early examples of this exciting new trend in prospecting were Jigsaw, a business-card swapping tool that allowed sales people to trade contacts, and ZoomInfo, which scrapes corporate websites for information about business people and merges the information into a vast pool of data for analysis and lead generation campaigns.  Are they growing?  Near an airport?  Unionized? 

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.

How long should your online business video production be?

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What is the golden rule for how long an online video should be for business? A B2B promotional video that is made for lead-generation, like a landing page, needs to be quick; whereas a online business video production that is used during, or as a follow up to a presentation is very different in length. But what is the optimal length of an online business video production ?

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Book Review of Ruth Stevens’ Maximizing Lead Generation

Biznology

like to do book reviews once in a while on Biznology, and this one was a natural because I know Ruth Stevens and I know her expertise in B2B marketing, so I needed to pore over her book, Maximizing Lead Generation ,  for tips–and I found them. Long B2B sales cycles mean that you need a set of techniques to nurture leads. Image by shutterhacks via Flickr.

How much should you pay for a sales lead?

Biznology

When planning a B2B lead generation program, you need to deliver leads to your sales team at an affordable price.  A neat way to determine in advance how much you can spend on a lead is to calculate the Allowable Cost per Lead for your campaign.  Then, estimate the costs associated with qualifying a lead. Lead qualification rate. 2,000. 10,000.

How a smarter website can improve your marketing effectiveness, Part I

Biznology

This month, I begin a three-part series of posts on which I’ve collaborated with long-time colleague Scott Hornstein. (We owe a tip of the hat to Wayne Cerullo and Phil Shelp, as well.) If you’re wondering why you’re not seeing the results you expect from your website – the engagement, lead generation, and sales – you’ll want to pay close attention. Get a Grip.

B2B prospecting data just keeps getting better

Biznology

B2B Marketing Market Research Offline Marketing Slider B-to-B B2B Data data modeling database marketing lead generation marketing lists propspecting (Photo credit: Wikipedia). The most reliable and scalable approach to finding new B2B customers is outbound communications–whether one is using mail, phone, or email, or using rented or purchased lists. 

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.

Marketers need to play a stronger sales enablement role on LinkedIn

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But if those leads get stuck on the top because they don’t have the value-added relationships that buyers want, what good are those leads? What Marketing’s Sales Enablement Role Should Look Like on LinkedIn. 1) Marketing as a Sales Enabler on LinkedIn Goes Beyond Top-of-the-Funnel Awareness and Lead Generation. What’s Wrong with the Role Marketers Play on LinkedIn Now….

Five B2B marketing beliefs and trends debunked

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It’s not that inbound marketing is not important; it’s just that if you have a highly targetable and valuable market, you can’t rely only on inbound marketing to enough generate leads. First a disclaimer – I’m an “old” salesperson!  Here are my top five beliefs and/or trends that seem wrong or wrongheaded, and need someone to shine the light of day on them. B2B is a market.

Debunking myths around sales videos for business

Biznology

Businesses that start using online video content marketing in their daily sales and marketing process stand to gain significant tangible benefits across their entire lead generation and sales cycle.  How to start thinking about content ideas to drive your lead gen and sales cycles. How to budget and plan for a business video content marketing strategy . Like this post?

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How most Social Media experts are wrong about LinkedIn

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shotgun approach may be better when you have a lower cost product or solution when you need as many leads and subscribers as possible to get a return on your social media investment. Watch this on-demand webinar to see what other lead generation and engagement mistakes social media experts and sales and marketing leaders are making on LinkedIn. Like this post?

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 marketing is falling down on the job

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Resist the plea from Sales to pass unqualified leads.  I’ve made this point before ,  but it bears repeating.  But if you let them know that a mere inquiry came in from an account in their territory, and they pounce, only to find it unworkable, you know darn well what you’ll hear from Sales: “The leads Marketing gives me are useless.”  A legitimate complaint. 

Five tips for using email as a lead generating machine

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Done right, it can still be a powerful tool for lead generation. Leads are the metric that marketers live and die on because leads mean money. Here are five tips for using email as a lead generating machine. 1. (Photo credit: Wikipedia). As marketing tools go, email is definitely not “sexy” anymore the way social media is now. Data is your friend.

The Building Blocks of Content Marketing: How to Plan Your B2B Content Library

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She also covers the best applications for content in driving toward B2B marketing objectives, like sales lead generation.  Thanks to all our sponsors: B2B Marketing Content Marketing Slider Webinars business-to-business content Content marketing Infographic lead generation Ruth P. Photo credit: Saad Faruque. Yesterday, Ruth P. Stevens videos white papers

Prospecting data accuracy

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PointClear provides lead generation and management services, and houses a sophisticated and efficient call center run by Karla Blalock.  . Good news:  B2B prospecting data is more accurate than you may think. Business marketers are always complaining about their customer data.  “It’s pretty bad,” they’ll say.  “It’s a mess.” vendors today.  . Our sincere thanks to them all. overall.

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.

27 surprising facts about salespeople who are Social Selling

Biznology

It’s a real way for generating revenue and results. 61% of US marketers use social media for lead generation (source: IBM). 50% of identified sales leads are not ready to buy (source:  Gleanster ). B2B marketers who use Twitter generate 2x as many leads as those that do not (source:  Inside View ). Social selling is not hard selling. It’s not a buzzword.

Are you doing webinars for lead gen? You should be.

Biznology

As a marketer, I’m always looking for new ways to engage prospects and drive leads for my sales team. That’s why webinars become interesting as a lead generation tactic. That’s why you see webinars rated as one of the top lead-gen tactics today (source: Placester ). We generated 23 marketing qualified leads for our sales team to start working right away.

How Many Leads Do You Need to Generate? Use This Simple Calculator

Biznology

One key to successful B2B lead generation programs is to calculate exactly the right number of qualified leads to provide to sales—as part of your campaign planning.  If you generate too many leads, you’ll be wasting precious marketing dollars. So, let’s look at a neat way to figure out in advance how many leads your company needs, so you can invest accordingly. .

37 facts on the future of Social Selling vs. Cold Calling

Biznology

80% of introductions generate a sale (source: DSWA ). 61% of US marketers use social media for lead generation (source: IBM). 50% of identified sales leads are not ready to buy (source: Gleanster ). 47% larger purchases result from nurtured leads than non-nurtured leads (source: The Annuitas Group ). Less than 1% of cold calls lead to a sale (source: DSWA).

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.

Six great blogs for B2B Marketers

Biznology

Howard is a seasoned lead generation pro, and a terrific writer.  B2B Lead Roundtable Blog, by Brian Carroll, with additional contributors.  Brian made an important point in his recent post Stop Cold Calling and Start Lead Nurturing.  It seems so obvious that a robust lead nurturing effort reduces the need for constant lead acquisition, but this is often overlooked. 

Named account marketing: new tools and techniques to reach a limited universe

Biznology

similar focus occupies Warm-Transfer, which tele-qualifies leads generated by very large insurance companies, and warm transfers the prospects to the clients’ sales teams. “We need volume of at least 1,500 leads a month to serve a client efficiently,” says Jeff Feuer, CEO. “In Some B2B marketers know exactly what accounts are in their target market. What a luxury!

24 reasons SEO and social media are inextricably linked

Biznology

59% of marketers agree SEO has the biggest effect on lead generation. 22% say social media. 20% say pay per click (source:  SiteProNews ). Search Engine Optimization (SEO)  is is the process of getting website traffic from “free,” “organic,” “editorial” or “natural” listings on search engines. In both cases, traffic comes from   earned media   as opposed to  paid media.

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Marketing ROI in B2B: Why is it so hard, and what can we do about it?

Biznology

The other day, I had the pleasure of discussing the challenges of marketing ROI with Jim Obermayer, CEO and executive director of the Sales Lead Management Association , on his Internet radio show.  Marketers produce campaigns to generate an inquiry, then qualify that interest with a series of outbound communications, and finally pass the qualified lead to a sales rep for follow up.

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Push versus Pull Marketing: In B2B, You Need Both

Biznology

Advertising, online and offline, with a strong call to action to generate a response. But this is what we marketers do.  To fulfill our mission of market coverage, scalable lead generation, and profitable sales growth, the modern B2B marketer must pull—and push—every possible lever. Photo credit: Aimar (Nidde). Outbound is bad,” she said.  Hubspot promotes it.  And here’s why.

Predictions for B2B digital marketing in 2013

Biznology

It took a while, but Facebook marketing is now ready for mainstream B2B, in support of branding, lead generation, and customer relationship marketing goals for enterprises of all sizes.  Photo credit: Wikipedia. encourage readers to add their own.  . Facebook is ready, at last, for the B2B prime time. There are several reasons for this—FB’s universality being one of them. 

Content marketing metrics – process metrics and outcomes metrics

Biznology

This places their focus on content marketing’s impact on lead generation, revenue, or in some cases, cost reductions. Except in the case of direct e-Commerce, it can be difficult to draw a direct line from a piece of content directly to a qualified lead or a revenue increase. There are two kinds of metrics in content marketing: process metrics and outcomes metrics. Page views.

Case study in data-driven B2B customer acquisition marketing

Biznology

With responsibility for demand generation, Sechrist is mired in database marketing. In their search for lookalikes, they identified 6,000-7,000 prospects. “We focus our demand generation marketing on those lookalikes,” says Sechrist. In an effort to invest marketing resources wisely, Sechrist built a tiered system of lead distribution. First, we target the right accounts.

Winning The War: Content Marketing Adoption Widens

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51% Lead Generation. Internet Marketing Business Content marketing lead generation marketing Marketing and AdvertisingContent page-2 (Photo credit: Wikipedia). Photo credit: jrhode. We’re winning the war. Content marketing is being integrated more frequently and more fully by marketers of every stripe and size.  Why the uptick in content marketing? Increased Trust.

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