Great B2B Marketing

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Nine Critical Criteria For Selecting Lead-to-Revenue Technology

Great B2B Marketing

CRM Lead-to-Revenue Marketing Automation lead-to-revenue My team and I write lots of content for our B2B clients. We also keep our own content stream flowing […].

The Marketing and Sales Gap of Disappointment

Great B2B Marketing

The leads and customers you get this month may not come from something you did this month, but rather something […]. Marketing and Sales

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Fast Lead Response Keeps B2B Leads from Going Stale

Great B2B Marketing

Last month, I spoke about lead metrics and ROI at the B2B Leads Conference in New York. Several smart speakers brought up the issue of why the time to respond to inbound leads is a key success metric. Most had case studies or industry data to support their claim that lead response time is a key B2B leads metric. B2B Leads Lead Response Sales Development

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B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

In working with leading global B2B companies, our Fusion Marketing team is extremely familiar with the cost/benefits of various lead generation programs. The marketer’s challenge is to combine the right mix of programs to build market awareness and fill the sales funnel each month at a low blended cost per lead. B2B Lead Generation Trends – Changes in Priorities.

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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

Lower the Cost and Boost the Productivity of B2B Sales

Great B2B Marketing

An ineffective lead-to-revenue framework. For example, rep A handles leads one way and rep B another way. So take the advice of smart people like David Brock and Jim Hale: Get your marketing and sales teams in alignment and build a solid lead-to-revenue framework that will lower your cost of sales and improve your productivity. B2B Sales Marketing and Sales lead-to-revenue Last month, David Brock, president of Partners in Excellence, published an excellent article titled A Frightening Look At the Cost Of a Sales Person.  58% of reps make quota (CSO Insights).

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B2B Content Marketing That Drives Results

Great B2B Marketing

Whether your goals are to increase market awareness, drive website traffic, build lead generation, or improve sales funnel conversion, understanding how to create copy that delivers results is fundamental to achieving success. Effective B2B content attracts visitors to your website, provides value for your social media outreach, converts website visitors to leads, and much more.

Six Fast Ways to Improve Your B2B Copy

Great B2B Marketing

Rather, write the amount of text necessary to get the lead (generally not too much) or the order (generally much more). Here are six ways to improve your B2B copy and driver stronger results: Cut back on the extraneous, superfluous, redundant, repetitive and unnecessary words – e.g. like the ones I used in this sentence. Assume everyone is as busy as you and get to the point quickly.

Eyeball Share Leads to Wallet Share

Great B2B Marketing

One of my favorite bloggers is Paul Castain, who produces excellent content for the Sales Playbook website.  Paul’s column this week, “ A Deceptive Post About Cold Calling ,” discussed important activities that can either replace or enhance cold calling. Here are a few of the statistics Castain points out: 67% of the buyer’s journey is now done online (SeriusDecisions). There are now 2.7

B2B Marketing Trends for 2016

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. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

The Economic Value of Your Company Brand

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Apple leads the list, with a brand value of $124 billion.  I was a guest speaker for The Center for Business Modeling at a video/podcast on a subject near and dear to my heart: the economic value of a brand. Following is a summary of what I said on the podcast. Actually, a strong brand has a monetary value. Your brand can also be a tool to attract top talent to your company. Brand Branding

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11 Rules You Must Follow to Be a LinkedIn Marketing Master

Great B2B Marketing

Of course, we do lots of “push” (outbound) marketing for clients, but we try to move them in the direction of pull marketing in order to drive awareness and leads up and drive new customer acquisition costs down. It has gained us awareness, leads and revenue, and it can do the same for your company (as well as you as an individual). At my company, Fusion Marketing Partners, we have a policy of not spending money on marketing or sales. We are “pull” (inbound) marketers to the core and this philosophy has served us well. Be a combination of the hare and the tortoise. Offer value.

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B2B Marketing: The Importance of Blocking and Tackling

Great B2B Marketing

By marketing machine, I mean a systematized process for creating awareness, generating B2B leads, qualifying prospects, and converting them into sales opportunities. This database will be a great source of future leads and revenue. Launch lead generation campaigns. One of the most important “blocking and tackling” mindsets is being relentless about new lead generation efforts.

Why a Powerful Brand Strategy is Crucial to Your Lead-to-Revenue Plan

Great B2B Marketing

When I published my recent book, The Essential Guide to Building Your Lead-to-Revenue (L2R) Machine™, I chose brand strategy as […]. The post Why a Powerful Brand Strategy is Crucial to Your Lead-to-Revenue Plan appeared first on Great B2B Marketing. B2B Brand Brand Promise Branding Lead-to-Revenue lead-to-revenue

How to be a Great B2B Marketing Coach

Great B2B Marketing

good example of this is how the Green Bay Packers had a supposedly insurmountable lead against the Seahawks, and then lost the game because they reverted to timid and predictable prevent defensive and offensive play. In honor of Super Bowl week, I thought I would explore just what it takes to be a great B2B marketing coach. By same plays, I mean that you don’t mix up your media or messaging.

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

Criteria of Efficient B2B Lead Generation Processes

Great B2B Marketing

My team and I are always preaching the doctrine of the consistent and predictable lead generation engine as a key […]. The post Criteria of Efficient B2B Lead Generation Processes appeared first on Great B2B Marketing. B2B Leads Lead Generation Lead-to-Revenue lead-to-revenue

Why You Need to Be Hooked on Your Customers

Great B2B Marketing

As a marketer, my job is to help organizations with the front parts of the process: establishing brand awareness, generating inquiries, turning raw leads into qualified opportunities, and so forth. We look at several marketing and sales metrics to gauge the health of an organization, such as cost of customer acquisition, average sales price, and lead-to-opportunity conversion.

Does Your B2B Sales Model Need an Overhaul or a Tune-up?

Great B2B Marketing

B2B Sales Lead-to-Revenue Sales Model lead-to-revenueWhen designing a new, or optimizing an existing, sales model, you will be faced with some tough but extremely important […]. The post Does Your B2B Sales Model Need an Overhaul or a Tune-up? appeared first on Great B2B Marketing.

Important Lessons for Working with Channel Partners

Great B2B Marketing

better strategy is to find channel partners who have access to their own leads and prospects and who can bring you that magical substance known as incremental revenue. It can be a compelling proposition to have external companies working for your success without the heavy investments necessary to build, equip, and train an internal sales organization – particularly if you need to reach a broad geographic area. However, there are some tough lessons I have learned over many channel relationships, some painful, some amusing, and some highly productive. Lesson 6 – Training is crucial.

B2B Marketing Trends for 2016

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. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

B2B Lead Management – 6 Best Practices

Great B2B Marketing

Some companies are good at generating B2B sales leads , others are good at qualifying and closing those leads, but the top performing companies, are those that leverage B2B lead management techniques and can do both.  Leads have a short shelf and the person who was enthusiastic about your offer yesterday, may not remember who you are tomorrow.  This is such an important topic that I wrote a blog post about it titled: Sales Lead Management: Are You a Victim of FTFU (Failure to Follow-Up)? Technorati Tags: B2B Leads , B2B Sales , Lead Management , Sales Leads.

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

There is no way to truly know where the buying motivation originated or which lead source pushed a specific deal over the line. Every one of your marketing metrics should lead to specific actions you can take to improve performance in marketing and/or sales. For example, research from our friends at MarketingSherpa shows that only about one quarter of B2B companies have a lead generation and follow-up process that is routinely followed.  The author, Ruth Stevens, talked about the difficulty of linking B2B sales with specific marketing touch points. Carpe Occasio.

Should You Market to Pain or Persona?

Great B2B Marketing

We were discussing the best way not only to attract prospects, but also to set up a lead nurturing campaign that will convert the largest number possible into paying clients.  I just had an interesting conversation about campaign targeting with a really smart client. The technical definition of persona is “the way you present yourself to the world.” But Carpe occasio. Persona Marketing

5 Characteristics of a Winning B2B Marketer

Great B2B Marketing

Lead generation programs that are not followed up by sales. There are a few characteristics that will help you not only survive, but thrive—regardless of any shifts in the changing marketing landscape. Following are five key characteristics that will separate you, as a winning B2B marketer, from the has-beens and also-rans. Winning B2B Marketer Stops What is Hurting. The first road to improvement and setting the stage for success is to stop doing that which hurts you or which does not make a positive contribution. Campaigns that don’t reinforce your core message.

B2B Marketing Trends for 2016

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. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

Sales and Marketing Plans Need to be Aligned

Great B2B Marketing

As an example of why this is important, imagine two very different sales models: In the first example, awareness is created and generated leads are fed to a business development function. This imbalance leads to two negative consequences. If you want to see the impact of slow lead response, read my blog post on this subject. These are just two sales model examples.

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How to Use B2B Marketing to Propel Rapid Sales Growth

Great B2B Marketing

Here are some additional ideas on how to quickly ramp up your awareness, leads and revenue: Find one or more strategic partners that already have a strong presence in your target marketplace. Even if you expect to build your business with pull marketing techniques, you can bridge the gap with push marketing to fill your lead and revenue funnel. I just listened to an interesting podcast featuring my old colleague Heidi Melin. Heidi is CMO of Plex Systems and is a well-respected marketer. It was an interview-style podcast, hosted by Glenn Gow of Crimson Marketing.

10 Critical B2B Sales and Marketing Metrics

Great B2B Marketing

Conversion of inquiries to qualified leads.  Assuming you have a method for qualifying inquiries (and you should), this number is found by dividing the quantity of qualified leads by the total number of inquiries.  Technorati Tags: Marketing Data , Marketing Metrics , Qualified Lead. Marketing Data Marketing Metrics Qualified Lead Next, the data must be “accurate.” 

Do You Need to Recombobulate Your B2B Marketing?

Great B2B Marketing

This can be a new competitor or an existing competitor that introduces a product that upends the entire category and reduces your awareness, leads and revenue. If you are not using pull marketing, social media and/or content marketing, you may want to investigate how these strategies are generating awareness, leads and revenue. The English language gains a new word.

10 Critical B2B Sales and Marketing Metrics – Part 2

Great B2B Marketing

Conversion of inquiries to qualified leads. Conversion of qualified leads to opportunities: Once a lead has been qualified, it is up to the sales rep to convert it into a workable sales opportunity. Technorati Tags: Marketing Metrics , Qualified Lead , Sales and Marketing. Marketing Metrics Qualified Lead Sales and Marketing Cost to acquire a new customer.

B2B Marketing: Six Need-to-Know Nuggets

Great B2B Marketing

As an example, we had a client that was blissfully generating quality leads for their enterprise software (average sales price over $100K) at a cost of under $100 each.  Fortunately, we had been testing several new media, including other pay-per-click and pay-per-lead sources, and were able to quickly bring the CPL down to an acceptable range. Growth in Technology. Always be Testing.

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B2B Marketing Leaders: 3 Things that Can Hurt You (And Your Company) in 2015

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The website is awful and our leads our worthless. Ideally, you have a sales level agreement (SLA) that specifies what your department is expected to directly produce in terms of awareness, inquiries (raw leads) and qualified leads – and also how you will influence metrics like the number of qualified leads, opportunities and even revenue. No problem.

B2B Appeals that Motivate Action

Great B2B Marketing

If you have the task of generating leads for a new product or service, create the curiosity in your advertising by withholding a little information. Generate Leads Inbound Marketing Marketing Motivation Napoleon Bonaparte said, “There are two levers for moving men: interest and fear.” Greed – Almost everyone is susceptible to greed to some degree.

BANT: Is it Still a Useful Tool for B2B lead Qualification?

Great B2B Marketing

I just read, and commented on, a thought-provoking article titled Lead Gen: A proposed replacement for BANT. For some time, these factors were considered the four criteria that best demonstrated that a specific individual or company was a qualified lead, and not just a raw inquirer or possible future prospect. In a push marketing environment, BANT is a very useful tool for ensuring that sales reps are working with qualified leads and not wasting their time on those that are not in a position to buy in the near future. BANT Lead Qualification Qualified Leads

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B2B Sales and Marketing Trends for 2014

Great B2B Marketing

One of the great things about my job is the opportunity to work with some of the leading B2B companies in the US and worldwide. Pull marketing strategies that attract through education rather than the hard sell or keyword packing are producing results and driving down cost per lead for the players who have ridden this wave. In fact, 51.4% of B2B leads are never called. The

Obsession with “Listening to Customers” Can Lead You Astray

Great B2B Marketing

The point is that to lead in product design and delivery, you sometimes have to be in front of your customers, not behind them. How often have you heard that the secret to good marketing is to thoroughly understand everything you can about your customers: who they are, their demographics, attitudes, habits, etc. This is the essence of solid pull marketing. Jobs and D’Amico make good points.

Pull Marketing vs. Push Marketing – The Shifting Battleground

Great B2B Marketing

In some cases, you may have a lead requirement that can only be met with push marketing techniques. If so, by all means use the necessary techniques to meet your lead objectives.  Even though I make my living as a marketer, I get as bothered as any other consumer by the constant intrusiveness of unwanted promotions. The abundance of unsolicited marketing pitches from TV, radio, Internet ads and other media exasperates me daily. Here are a few examples of irritating push marketing techniques: 1. Anyone showing up uninvited.  They follow your cursor until you can find the ?X

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B2B Marketing: Do This, Don’t Do That

Great B2B Marketing

Put a lead generation plan in place with firm goals like: number of inquiries, number of qualified B2B leads, cost per lead, and sales conversion ratios. Many companies can’t answer the simple question: How many leads to you need to achieve your sales targets? If you need to calculate this, read this article: How Many Sales Leads do You Need ?

B2B Social Media: To Connect or Not to Connect

Great B2B Marketing

This usually leads to a lively discussion since most business people are faced with this issue on a regular basis. The point of social media networking is to support the rest of your marketing and sales by driving awareness, leads, and revenue. On one end of the continuum are those that are of the opinion that all social media connection requests should be honored.