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B2B marketing as media: Six ways to think like an editor

Reputation to Revenue

know the six types of content here don't fall neatly into lead generation campaigns or phases of the buying cycle. B2B marketers in great numbers have jumped on the content marketing bandwagon and embraced the idea that marketing needs to be more like media. We have to focus on providing "readers" and "viewers" (i.e., What kinds of content should you actually create? Who's In, Who's Out.

Sustainability best practices can guide social media too

Reputation to Revenue

Marketers investing in social media often focus on building awareness, demonstrating thought leadership, and (if at all possible), generating new leads. Jon Hampson, Environment Director, for Capgemini UK , gave a great presentation last week on the top lessons for building sustainability programs at large corporations. Focus on what matters. Social media is similar. Do you agree?

Is sales enablement dead?

Reputation to Revenue

We all know the B2B sales cycle keeps getting longer, more and more people are involved in big purchase decisions, and lead nurturing is incredibly important. Sales Enablement is a huge topic in B2B these days. Forrester's upcoming forum is a great example.). The activity makes sense. And this isn't just talk. Sales enablement is a big area for investment. Well, I wonder. Indeed not.

B2B ads worth spreading

Reputation to Revenue

We're cutting back on traditional ads and shifting resources to content marketing (white papers, expert video interviews, ebooks, blogs, and the like)  in hopes of getting our customers to pay more attention, raise their hands as "interested," and accept entry into our shiny new lead nurturing systems. It wasn't an original idea. So what's the B2B connection? Am I setting the bar too high?

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

The four engines of B2B marketing success

Reputation to Revenue

This includes thought leadership content to help build reputation and interest, educational content to support lead generation and nurturing, solutions and customer success content to support sales conversations, and, of course, social media content to support ongoing connections with customers and others. Four Engines for B2B Marketing Success . What do you think? Photo credit: Imnop88a.

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Editorial strategy: Why do B2B customers need your information?

Reputation to Revenue

Analyzing a year of data on the top news stories discussed, linked to, and viewed on blogs, Twitter , YouTube , and other social media, the Project found that, "the stories and issues that gain traction in social media differ substantially from those that lead in the mainstream press. We all know that social media is increasingly central to how we get our news and information.

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Lessons from IBM's CIO community program

Reputation to Revenue

Focused on advancing the profession, this mission-driven organization, for which IBM provides lead sponsorship, emphasizes the development of leadership skills for current and future CIOs . Everyone selling high value solutions wants to engage C-level executives.  They're the ultimate decision makers. They Influencing the direction of organizations or initiatives that are important to them.

Master narratives and framing the debate with B2B marketing

Reputation to Revenue

Ideally, you're leading that discussion or changing the terms of the debate. The fast-growing provider of "inbound marketing" tools promotes the concept relentlessly with a daily dose of useful content for marketers on how to build awareness and generate leads through search engine marketing and social media. Politicians understand this the best. It's critical with B2B marketing, too.

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.

Aligning marketing and sales.with what?

Reputation to Revenue

Four years ago, I wrote this : The typical approach to marketing-sales alignment emphasizes getting marketing closer to sales through initiatives such as tighter alignment of marketing activities with the sales cycle, better coordination around demand generation and lead management, and allowing sales to have more input into marketing programs and materials. What do you think? sales sales2.0

More evidence that give-to-get is the key to success

Reputation to Revenue

You keep at it until they open up to a conversation that, over time, can lead toward an actual sales opportunity. It's pretty much a cliche to say that marketing today is all about give-to-get. You provide customers and prospects with new ideas, new experiences, and new connections in order to earn their attention. For me, the key point here is that give-to-get is more important than ever.

Reengineering the white paper, part 1

Reputation to Revenue

They're unoriginal, boring, and overly promotional, which pretty much rules out having the intended impact of generating interest and leads. Several months ago, I began talking with colleagues Bob Buday and Tim Parker about "reengineering the white paper." they are developed and marketed the right way. Photo by kevindooley.  .

Aren't we past random acts of "selling"?

Reputation to Revenue

How is this random calling to "qualify" a "lead" based on white paper download a month or two earlier worth anything?   Sigh -- another random call this morning from a telemarketer on behalf of a large tech company:  Caller: "Hi, this is [name] from [company name] on behalf of [tech company]. noticed you downloaded some research. Did you find everything you need? 30 or 60 days ago?

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

Put everyone in marketing? Yes, and with a social spin

Reputation to Revenue

Isn't it time to accelerate efforts to connect with customers through social networks and communities, and tap employees around the organization who are already active to lead the charge? Harvard management guru Rosabeth Moss Kanter last week suggested: "In a Recession, Put Everyone in Marketing." When times are tough, everyone needs to contribute to growth. Great. Invest in employee morale.

Can corporate journalism work?

Reputation to Revenue

That program did lead to some interesting inside reporting but whether the program overall actually served the public interest in terms of independent coverage is far from clear.  Read an interesting post by Ike Pigott today (thanks Amber ) suggesting that as mainstream journalism continues to shrink, struggling journalists should consider jumping to the dark side and plying their trade as corporate journalists.  Ike distinguishes his notion of the corporate "embedded journalist" from the age-old tradition of reporters simply leaving the newsroom to go work in corporate communications.

Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

Absent good answers, thought leadership initiatives quickly fall prey to more traditional priorities around lead generation and sale support. The irony, of course, is that good thought leadership has increasingly become a prerequisite to making lead generation and sales support actually work with high value deals. Objectives for the IBM initiative revolved around relationship building with CEOs, corporate visibility and interest, ongoing engagement with key contacts, and sales leads. How should we produce and package thought leadership content? How should we promote it?

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? by Achinta Mitra appeared first on Industrial Marketing Today.

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

Which Comes First: Lead Nurturing or Inside Sales?

The Point

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that. Currently we have a bunch of leads sitting in that “contacted” stage.

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. The post 5 Ways to Expand Lead Nurturing Beyond the Inbox appeared first on The Point. That’s not because email is going away any time soon.

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. Most B2B marketers take for granted that content marketing will, by default, generate a wide spectrum of leads – some of them qualified, perhaps, but most just conducting informal research (the proverbial “tire kickers”).

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Measure Your Way to Lead Nurturing Success

The Point

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. That, ultimately, is what lead nurturing is designed to do – move leads towards opportunity and close. The results were dramatic.

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.

Introduction to Lead Management

B2B Lead Generation Blog

Tweet If Sales and Marketing were a manufacturing operation starting with raw materials — leads — and ending up with 5% to 20% in deliverable product — won sales — it would soon be shut down to determine what is wrong. However, companies continue to spend untold dollars on lead generation efforts ultimately doomed to fail. Lack of lead management impacts lead conversion and ROI.

Please Don’t Let Your Sales Reps Nurture Leads

The Point

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. question: at this point, what kind of lead am I? By my own reckoning, I’m an MQL (Marketing Qualified Lead). Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer. I’m also a perfect candidate for lead nurturing.

Qualified vs. Unqualified Leads

Salesfusion

The post Qualified vs. Unqualified Leads appeared first on Salesfusion. Lead Nurture Nurture Marketing

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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. As Debbie Pryer, Program Manager, Siemens Healthcare , discovered, finding the right balance between lead quantity and quality takes trust, teamwork and planning.

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.

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? Here are my theories: 1.

Lead Qualification: Rethinking BANT in the Modern B2B Sales Cycle

Act-On

In today’s complex B2B sales cycle, it’s important that an organization’s sales and marketing teams create a clearly defined and agreed upon, definition of a qualified lead. Distinctly identifying where the lead handoff happens is the first step in creating a seamless transition between sales and marketing. Factors to Consider, Instead, When Creating Lead Qualification Processes: 1.

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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 .

How to Get More Leads From Social Media

Act-On

What’s your impression of how hard it is to generate leads on social media? My impression used to be that social media lead generation is unusually hard—much harder than content marketing. Effectiveness vs. Difficulty for Lead Generation. We’ve seen it in a couple of places before: Lead quality is now more of a priority than lead quantity. In this last survey, lead quality beat out quantity by 36%. Goals vs. Barriers for Lead Generation. This suggests that marketers are having an easier time with lead generation. So, what’s changed?

The Biggest Lead Scoring Mistake

ANNUITAS

Modern Marketers know it’s important to score leads, and lead scoring is a well-known best practice. However, not all lead scoring programs will do the job and in fact, some can actually harm your demand generation efforts if not developed correctly. When developing a lead scoring program, look at your data first. Your data will guide you in how to build lead scoring.

How to Use Predictive Lead Scoring

SalesPredict

If you’re in B2B marketing, you’ve likely been hearing a lot about predictive lead scoring. If Google can guess what you’re about to search for—based on what you, and others have searched for previously—why shouldn’t your CRM and marketing automation system tell you which leads and accounts to prioritize, based on whom you’ve successfully sold to before? Smarketing”.

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

The past week brought three more announcements about predictive vendors expanding beyond lead scoring. In particular, its finding new market segments that clients might enter – something different from simply scoring leads that clients present to it or even from finding individual prospects that look like current customers. They are, after all, experts at seeing the future.

Best B2B Lead Posts in 2014: Lead generation, lead nurturing and content marketing

B2B Lead Generation Blog

Read on to find out what B2B Lead Roundtable Blog posts were shared the most as well as the three topics B2B marketers valued most in 2014. Topic #1 — Lead generation is king. Lead generation was a huge topic for 2014 and for good reason. Every lead nurturing campaign, every lead conversion, every sale depends on first generating a lead. The difference?

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, […].