Biznology

FEBRUARY 2, 2017

When he sold it to Harte Hanks in 1994, Gary went on to thrive as an executive there, and is now CEO of Aberdeen Group , supervising its transformation from industry analyst firm into a really smart marriage of data and content for lead generation. Plus, Gary is one of the nicest guys you’d ever want to meet.

Enterprise Management 80

Enterprise Management B2B Marketing PointClear Advertising Agencies 80

Biznology

OCTOBER 3, 2021

It seems like every week I see a new research report naming leads as the top priority of B2B marketing departments. They’ll say, “Leads! Give me leads!” Never, ever pass an unqualified lead to sales, no matter how much they press.). Lead-to-sales Conversion. Just like Jack Lemmon in Glengarry Glen Ross.

Sales Qualified Leads 171

Sales Qualified Leads Lead Scoring Lead Ranking Leads 171

Biznology

JULY 12, 2017

How sales, marketing professionals, and social media lead generation companies are focused on only 3% of the target market. They’re focused on lead generation even though most leads go nowhere—when the focus should be on prospect development. However, those sales leads they were delivering sucked!

Sales Management 145

Sales Management Linkedin Top of Funnel Lead Scoring 145

Biznology

NOVEMBER 27, 2018

The simple economics of trade shows and events such as conferences for lead generation in early funnel stages are unmatched. Ironically, much of the data used by US B2B marketers for prospecting and current customer marketing is generated by researchers in India. Yes, they are.

B2B Marketing 147

B2B Marketing Work Management Marketing Management Top of Funnel 147

Biznology

FEBRUARY 9, 2016

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. . This offer is termed “hard” as it commits the lead to an action closer to the sale.

Direct Marketing 80

Direct Marketing Marketing Management B2B Marketing Paid Search Agency 80

Biznology

NOVEMBER 27, 2018

The simple economics of trade shows and events such as conferences for lead generation in early funnel stages are unmatched. Ironically, much of the data used by US B2B marketers for prospecting and current customer marketing is generated by researchers in India. Yes, they are.

B2B Marketing 136

B2B Marketing Work Management Marketing Management Top of Funnel 136

Biznology

JANUARY 22, 2019

I applaud Gyro for taking the initiative on some very interesting research around this topic. Chatbots give you a third method for turning your website into a lead generator (after webform-fill and IP address identification). To talk to the buyers as individuals, in a language that moves them. Let’s give it to them!

B2B Marketing 120

B2B Marketing B2B B2B Sales Forrester 120

Biznology

NOVEMBER 27, 2013

But new research indicates that B2B prospecting data is much more detailed these days and that it includes a plethora of variables to choose from: refining your targeting, for building predictive models, or picking your targets even more effectively. Bernice and I are always open to ideas for future studies.

Lead Ranking 80

Lead Ranking Marketing Management B to B Lead Scoring 80

Biznology

AUGUST 19, 2015

Yes, it does, and here is a revision of my last blog specifically addressing trade show lead generation and qualification. Lead qualification is one of the primary jobs for B2B marketers, and a great deal of time and money is spent on this step of the sales cycle. This is closely followed by branding and customer engagement.

Trade Show 80

Trade Show Lead Qualification Lead Ranking Sales Qualified Leads 80

Biznology

JULY 31, 2015

It is well accepted that senior executives expect that you will have done some research on their company that includes, but is not limited to, visiting their website. It also allows time for the research recommended in #1 above. Before launching a telemarketing lead qualification process, separate the best prospects from others.

Lead Qualification 80

Lead Qualification Lead Ranking Sales Qualified Leads Lead Scoring 80

Biznology

DECEMBER 31, 2014

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.

Marketing Automation Services 80

Marketing Automation Services Lead Ranking Tools B to B 80

Biznology

APRIL 6, 2016

Over the last decade, my colleague Bernice Grossman and I have studied this issue, producing a series of five research reports on the quality of the data B2B marketers can rent or buy for prospecting purposes. Fortunately, an opportunity arrived with a generous offer from Dan McDade of PointClear to televerify the data samples.

PointClear 80

PointClear Work Management Marketing Management List Brokers 80

Biznology

APRIL 23, 2015

Now that’s a scary thought for an old time lead generation guy! Initial research to identify the solution(s) and vendors to meet the need. Much like progressive profiling of an individual in the lead process, this is progressive contenting (did I just coin a new phrase?)

Work Management 80

Work Management Buy Marketing Management Process 80

Biznology

NOVEMBER 23, 2015

As the use of B2B corporate video production and video content marketing has increased, multiple research reports have proved how corporate online business video production can be drive marketing KPI metrics higher.

Video Marketing 80

Video Marketing Product Tips B2B 80

Biznology

MARCH 4, 2016

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? Enter your research data into a spreadsheet, and play around with it as an iterative planning tool.

Lead Generation 80

Lead Generation Lead Scoring Lead Ranking Sales Qualified Leads 80

Biznology

FEBRUARY 29, 2012

In other words, market research. You’ll be publishing white papers, research reports and case studies, and tweeting about them. The trick in B-to-B is to turn your social media messaging into a lead generator, with the addition of 3 essential elements: A compelling offer, such as an intriguing research report or white paper.

B to B 80

B to B Social Media Media Thought Leadership 80

Biznology

MAY 29, 2013

This is a classic content marketing play, whereby you provide libraries of case studies, research reports, presentations, archived webinars, blog posts, how-to videos, and all manner of information intended to help visitors learn, and to present yourself as their trusted partner in that task. Lead generation. E-commerce.

Marketing Websites 80

Marketing Websites netFactor Peer-to-peer B2B Thought Leadership 80

Biznology

MAY 19, 2014

59% of marketers agree SEO has the biggest effect on lead generation. 73% of online adults use a social networking site; 42% use multiple social networking sites (source: Pew Research ). 22% say social media. 20% say pay per click (source: SiteProNews ). 82% of internet users use search (source: Search Engine Joural).

Social Media 80

Social Media SEO Media Youtube 80

Biznology

DECEMBER 5, 2014

A 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 We need volume of at least 1,500 leads a month to serve a client efficiently,” says Jeff Feuer, CEO. Makino’s approach? Laser focus,” says Rentschler.

B to B 80

B to B Banner Ads Banners Paid Search Agency 80

Biznology

JANUARY 20, 2016

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. Will people watch more than 30 seconds? Will they watch for 90 seconds? 180 seconds?

Video Marketing 80

Video Marketing Product Top of Funnel Business 80

Biznology

APRIL 24, 2014

Research from Constant Contact notes that subject lines with less than 50 characters have open rates 12.5% If you’ve been making any of these email marketing mistakes , now you know how to correct your errors and soon, email will be a lead generating machine for you! Same thing applies to subject lines.

Email Marketing 80

Email Marketing Opt-out Public Relations Opt-in 80

Biznology

MARCH 27, 2015

For example, research shows that visitors to a website are 80% more likely to watch a video, while only 20% will read web copy (source: Digital Sherpa ). That’s why webinars become interesting as a lead generation tactic.

Lead Gen 80

Lead Gen Webinar Metrics Lead Ranking Marketing Qualified Leads 80

Biznology

DECEMBER 22, 2014

80% of introductions generate a sale (source: DSWA ). 61% of US marketers use social media for lead generation (source: IBM). Less than 1% of cold calls lead to a sale (source: DSWA). SOCIAL SELLING. 98% of sales reps with 5000+ LinkedIn connections achieve quota (source: Sales Benchmark Index ).

Cold Calling 80

Cold Calling Peer-to-peer Search Engine Marketing Advertising Benchmark 80

Biznology

JUNE 26, 2015

While I didn’t attend the Sirius Decisions conference this year, I have read they presented some research along these lines. I’ve met with a number of B2B clients and service providers, and found that direct mail is not only producing good response rates, but also the leads generated convert at a higher rate.

Work Management 80

Work Management Marketing Management B2B Marketing Trends 80

Biznology

MAY 14, 2014

This is true whether you are involved in ecommerce sales, lead generation, brand building, or something else. Research your audience’s interests to find the topics that appeal to them. The solution is a simple as it is silly-sounding: start at the end. Provide a compelling reason to use the form (i.e. great content).

Work Management 80

Work Management Marketing Websites Ad Building Marketing Management 80

Biznology

SEPTEMBER 24, 2010

Use social media for its real strengths , which are customer satisfaction, industry reputation, brand and personal reputation building for the general public. Social media is not necessarily the lead generation panacea that many tout it to be.

Social Media 80

Social Media SMB Media Customer Satisfaction 80

Biznology

FEBRUARY 13, 2014

Researchers at Princeton University recently released a study suggesting that Facebook is about to disintegrate and collapse within the next couple years due to a mass user exodus. Here are a few tips on how to turn your Facebook presence into a lead generating machine. (Photo credit: Wikipedia). 2, Don’t shill 24/7.

Lead Generation 80

Lead Generation Facebook B2B Marketing P2P 80

Biznology

NOVEMBER 18, 2013

Reichheld has found through his research that for most industries the best measure of loyalty is whether or not customers are willing to refer a company to a colleague or peer. At this point we should be poised to use Inbound Lead Generation mechanisms. Loyalty can’t be measured by repeating business alone. Frederick F.

Effectiveness 80

Effectiveness Work Management Marketing Management Peer-to-peer 80

Biznology

MAY 30, 2012

There’s a spirited debate in B-to-B marketing about whether it’s best to give away information (aka “content,” like white papers and research reports) to all comers, versus requiring web visitors to provide some information in exchange for a content download. Credit: Getty Images via @daylife.

B to B 80

B to B RFP Sales Qualified Leads Lead Ranking 80

Biznology

MAY 7, 2018

Gartner has published research on the prevalence and dismal consequences of failure to differentiate. Similarly, Gartner research analyst Hank Barnes says that the way to differentiate a technology solution is, not with forgettable laundry lists of differentiators, but with one key differentiator. Source: Ascend 2 Research.

Differentiation 155

Differentiation Video Marketing Clickthrough Gartner 155

Biznology

JUNE 27, 2014

It also means a library of content assets the sales rep can choose from, filled with white papers, research reports, case studies, infographics, videos, and ebooks. This might mean independent third-party research. Prove the ROI on your solution. I hope readers will comment on other imperatives for successful B2B marketing today.

Marketing Management 80

Marketing Management B2B Marketing Planning Paid Search Agency 80

Biznology

OCTOBER 23, 2013

B2B marketers are well aware that content—such as white papers, infographics, research reports, case studies, and videos—are essential tools for marketing effectiveness today. She also covers the best applications for content in driving toward B2B marketing objectives, like sales lead generation. Stevens videos white papers'

Planning 80

Planning B2B Marketing Emarketing Content Marketing 80

Biznology

MARCH 28, 2013

In B2B, pull marketing generally means making yourself visible, or being helpful, and hoping that people will get the idea that they should visit your website or otherwise reach out to find out more about you and your offerings. Or maybe you have a solution that is so new, prospects don’t even know how to research it.

B2B Marketing 80

B2B Marketing Advertising Agencies B2B SEM 80

Biznology

JULY 25, 2013

Research reports. Application, or where it is used in the marketing process, such as lead generation, lead nurturing, thought leadership, awareness, retention. To stimulate your thinking, here is a working list of the types of content assets to search for: Archived webinars. Blog entries. Case studies. Infographics.

Enterprise Management 80

Enterprise Management B to B Work Management B2B Thought Leadership 80