Stories that Sell

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The Small Marketer’s First Steps to a Customer Advocacy Effort

Stories that Sell

For the more advanced, the next step would be tying activity to leads, sales and revenue, which even more sophisticated programs struggle to do. A few years ago, I delightfully observed as a client started a customer advocacy program. What’s that, you might ask? To clarify, these are all outcomes where the happy customer went on record – publicly – to share the story about their success.

FAQ 58

7 Companies Boldly Leading with Customer Stories

Stories that Sell

And I’m suggesting that you shouldn’t just use customer case studies, you should lead with those customer stories. A few organizations do just that. But does it increase leads and sales? Today’s websites run screenwide lead images, and many organizations struggle with how to fill that space. Why not lead with your customer ambassadors? Microsoft. Avaya. Adobe. Atlassian.

The Risk of Stripping Down Customer Case Studies

Stories that Sell

Marketers need to look at what brings in leads, website traffic and sales. What are buyers consuming on your website, or in the lead-up to a purchase? In my household, we''re having a newspaper war. At least once a week, a kerfuffle breaks out over a particularly engaging article in one of the publications we regularly consume. We''re not debating the content of the article.

Do Buyers Still Read Case Studies?

Stories that Sell

White papers again took the lead this year, followed by product brochures/data sheets. The written case study still reigns. realize that I’m not the most unbiased authority on the supremacy of the written customer case study. earn my living writing case studies and teach other writers to do the same. But a recently released survey from Eccolo Media backs me up. Eccolo also revealed.

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

Customer Case Studies: More Effective, Loss Costly

Stories that Sell

Question : Rate the effectiveness of the following types of content for lead generation. Response : 73% of respondents rated case studies as extremely or very effective in their lead generation efforts. Time and again, I've posted on the effectiveness of customer case studies. Case studies were included in multiple questions, and emerged as leaders on several fronts. Conclusion.

Customer Videos 101: How to Score a Killer Sound Bite

Stories that Sell

The Verbiage Technique: Don’t be afraid to lead the customers into their answers, or put a few words in their mouths to get the “sound bite machine” rolling. People seem SO articulate on television, right? News flash: We’re not including Honey Boo Boo here.) In fact, they keep us on the edge of our seats with their riveting sound bites. Not to mention patience.

Calling ALL Customer Reference Programs – Become Relentlessly Efficient

Stories that Sell

Do you lead an intergalactic customer reference program for a Fortune 500 company, or maybe you’re the one-stop-shop, all things customer reference at a start-up? Normal. 0. false. false. false. EN-US. guest post by Jamie Diamond. Based loosely on the book, The 4- Hour Workweek , by Timothy Ferriss, the following tips are for reference pros desiring to become RELENTLESSLY EFFICIENT.

Why Some Buyers Don’t Look at Case Studies

Stories that Sell

In the name of collecting leads, we''re interrupting the sales process and likely ticking off prospects in the process. understand the need to generate leads, but find other ways and make them fit the way your buyers want to buy. Locked. Let''s suppose, for a moment, that you''re in the market for a new car. You probably don''t just get up in the morning, head to a dealership, drive one and buy. Before that, you might spend months - or even years - thinking about what type of car you would like. Toyota does this nicely.). You follow the link to see the customer stories and.

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.

Happy Customers Tell Their Stories – Live and In Person

Stories that Sell

The vendor company might take the lead, providing details to the customer about the speaking opportunity, getting the customer’s commitment, helping create an abstract for the event for the customer to consider and helping manage timelines. As you've heard here before, a customer's story can be used for much more than just collateral or for website content. The outline?

Kronos Spotlights Dozens of Customers through Expanded Reference Program

Stories that Sell

The leading maker of workforce management solutions featured award winners at its annual user conference, KronosWorks. In turn, that leads to case studies that cover more of the customer base. Those customers received significant exposure at the event and in the media. And in the process, the company uncovered some of its best stories.

Customer Case Studies: Are We Just Being Lazy?

Stories that Sell

When did the rules of good journalism and marketing stop applying to our case study writing? - "The most important part of a story is the lead" - "Each sentence should serve to keep the reader moving on to the next sentence" - "Choose the most compelling angle for your audience" Those are just a few tenants. Spend more time on the lead than the rest of the story.

Why Companies Need to F-R-E-E Their Case Studies

Stories that Sell

You’re balancing drawing people to your content-rich website with trying to capture names as lead sources. Afterall, if only a handful of people registered to access case studies then that wasn’t much of a lead source anyway. Great lead source or a barrier to customer engagement? The results were pretty shocking. The Search Engine Effect. Don’t miss out!

How to Repackage Precious Case Study Content

Stories that Sell

Repackage existing content into different formats, such as blog posts, podcasts and webinars to drive more leads." You can easily repackage customer case studies and success stories into valuable, reusable content throughout your sales and marketing communications. Picking up from my last post commenting on Hubspot’s " 27 Marketing Lessons B2B Marketers Should Know ," here’s another tip from Hubspot that ties directly with customer case studies: "Content is precious. Here are just a few ways: 1. Blogs. An estimated 77% of active web users read blogs.

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

Being a Successful Freelancer: 25 Things I Learned the Hard Way

Stories that Sell

Get to know each other’s strengths and refer leads back and forth. I do this with all types of writers. Normal. 0. false. false. false. EN-US. mso-add-space:auto;line-height:normal">. mso-add-space:auto;line-height:normal">. mso-add-space:auto;line-height:normal"> “If it was easy, everyone would do it.” ” mso-add-space:auto;line-height:normal">. Always be marketing.

Case Studies: Start with the Story’s End

Stories that Sell

But in marketing, leading with the outcome gets the attention of distracted audiences. Here are two ways to lead with the end result in your customer stories: The headline. Every day, we encounter new stories – on TV, in books, movies and magazines, and in discussions with others. Nearly all of them build toward an end result, which isn’t clear until you arrive there.

Putting Social Media Theory into Practice – Learn from 171 Authors

Stories that Sell

Age of Conversation 3: It’s Time to Get Busy , now available on Amazon.com for $19.95, features 171 marketers sharing their insight on social media as a must-have in the modern marketing toolbox – a "who’s who of the world’s leading marketing bloggers." I was fortunate to have the chance to contribute. As with previous AOC projects, profits go to charity.

Nuture Leads – Feature Customers on Webinars

Stories that Sell

Case Studies for Lead Gen/Nurturing. Most importantly, think of ways, like Parature, to integrate the voices of your most successful customers in all your marketing efforts , from lead gen to upselling to current customers. What other ways are you using case studies for lead generation? This morning, a perfect example of customer case studies in action arrived in my inbox. Once again, the power of letting the customer say it for you shines through. It provides credibility, education and validation. Which Comes First – Written/Video Case Study or Webinar?

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.

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.

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.

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.

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.

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 .

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.

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?

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.

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”).

Lead 117

Building Your Strategic Lead Generation Portfolio

B2B Lead Generation Blog

Tweet To be successful at lead generation, marketers can’t rely on one specific tactic. while ago, I created a mind map of lead generation channels for my book Lead Generation for the Complex Sale. I’ve updated it to include more content marketing and social media channels. How do you determine which channels are the best for generating leads and finding future customers?

New Chapter for the B2B Lead Blog

B2B Lead Generation Blog

You may have noticed the B2B Lead Blog has a new look. Over the next few months, I’ll be starting a business and working on my next book, a sequel to  Lead Generation for the Complex Sale. Back when I started this blog in 2003, I couldn’t find any place where people were sharing ideas related to lead generation and the complex sale. Image credit: PhotoDune.

Lead 88

Lead Generation: 2 simple tips to determine cost per lead

B2B Lead Generation Blog

Tweet Getting to the heart of lead cost is not easy. In today’s B2B Lead Roundtable Blog post, I wanted to explore cost per lead by sharing a few tips and insights from the panel of industry experts that spoke on the subject at MarketingSherpa Lead Gen Summit 2013. Clearly define what a lead is for your organization. Move toward thinking of lead cost in aggregate.

Tips on how to use LinkedIn for Better Lead Generation

B2B Lead Generation Blog

Have you ever wondered about how can you use LinkedIn for better lead generation and business. knew this was big, but I didn’t know how to use it until around 2010 when I found a couple of people who were successfully using LinkedIn to generate leads, but they were focused on internet marketers and solo-preneurs. Related resources: How to Use LinkedIn to Generate Leads.

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.

Lead Nurturing: Unique tracks and impactful tests

B2B Lead Generation Blog

Tweet I was recently interviewed by Marketo for their Definitive Guide to Lead Nurturing eBook, and I wanted to share some ideas that didn’t find their way into the guide as well as some additional thoughts on lead nurturing with you. This is the essence of lead nurturing. Without relevance, lead nurturing becomes just another marketing campaign. Think relevance.

Qualified vs. Unqualified Leads

Salesfusion

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

Lead 101

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.

Optimizing Lead Distribution for Higher Conversion

B2B Lead Generation Blog

Tweet The management of sales leads is critical to generating marketing ROI. Sadly, Sadly, sales leads often land on the scrap heap because marketers throw leads over the wall and then expect salespeople to catch them. I was recently asked by someone how to utilize lead distribution to gain the best results. So do you invest your hard-won leads on your top performers, or do you try to help your weaker salespeople? Many of you reading this post do not have a choice of who you distribute leads to. The key is to match readiness of the lead (i.e.,