B2B Marketing Unplugged

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Pssst. Trade Shows Suck at Lead Generation. Pass it on.

B2B Marketing Unplugged

” “Where will the leads come from?” But they are great for filling up the top of the funnel with fresh leads, right? The Squirrels long since picked out the very small number of those cards that held any promise, leaving you and Skippy with a bunch of sales-rejectable leads. Do not confuse visibility and product launches with lead generation. Uh oh.

Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

Our assumptions about lead sources need to be weaning us off driving them through our websites in favour of driving connections to our sales teams.  My agency suit friend, Marc has very sore feet this week. You see, he’s been making the rounds of the holiday parties. Sometimes two or three on the same afternoon or evening. And don’t get him started on the client dinners. Related Posts.

Why We Need to Shut Up and Let Our Customers Buy Something

B2B Marketing Unplugged

This seems to be predicated on the notion that there was a time when business purchasers woke up in the morning, decided to buy something and, based on nothing more than an ad they’d once seen or a crumpled business card in their sock drawer, engaged a sales professional to lead them on the purchase journey. Goodness. Just like that? Where do you think it went? . This is marketing’s bit.

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Funnels, crazies and Jedis — you can’t UnRead this book

B2B Marketing Unplugged

In B2B we live and die by our funnels and Stratten and Kramer absolutely nail the issue with our focus on the fictitious funnel where all leads go and are nurtured and wooed and worked until, just like a vending machine, out pops a sale. It’s a little bit weird to be sitting on a plane, reading a rant about the airline that is, at that moment, scooting you home. Scott Stratten, not so much.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

The Thrill of Victory: What Marketers Can Learn from the Win Column

B2B Marketing Unplugged

Do you recall the lead source? Were you successful in getting your hands on the win-loss report from sales? Don’t feel too bad about it; that sort of information is not something sales people share freely, especially the loss part of it. This week I want to talk about the importance of the good news bit of their report. All day long, if you let them. How did you know?

Brand Loyalty Begins with Giving a Sh*t

B2B Marketing Unplugged

The result, though, is a few million impressions and a handful of exhausted, manipulated, low-quality leads. I think marketers spend a lot of time and calories talking to people who really don’t give a sh*t. We like to call this awareness building –the first stage in our Journey of Unreciprocated Love. When people do this to one another we call it stalking.

To Everything Spin, Spin, Spin

B2B Marketing Unplugged

This lack of planning leads to ham-fisted attempts to jump on memes, issues and events which generally have little impact but can create horrible blow-back if you screw it up. I very much doubt there is a marketer in North America who has not attended a presentation by someone who worked on the first Obama campaign. It’s okay, it’s even healthy to p**s some people off. You need your geeks.

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The Hidden Costs of Content Marketing

B2B Marketing Unplugged

Hey kids, want to shoot your leads right to the bottom of the funnel just like that? Tired of whiny sales people who don’t know how to close? And what about the mess and expense of those darn client events? Well put that behind you and mix up a big ol’ batch of content batter. But wait, there’s more. If you order today we’ll throw in the Infographic-a-matic for free. That’s right, for free.

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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.

Eight Rules for Lead Generation Events

B2B Marketing Unplugged

This is a lead generation exercise, not a charity event, so audience matters. I was not the right person for this event. The polite ones will at least hear you out and tell you they liked the salad.That’s a great lead, people, go close it. Psssst, Trade Shows Suck at Lead Generation. Rule 1: Use an experienced event manager. Rule 2: Go look at your venue. In person. 

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Why Content is Social Media Dietary Fibre

B2B Marketing Unplugged

If you are a leading supplier of defibrillators, why is your CFO retweeting links to a poll about interest rates instead of to cardiac health, workplace stress or fun with electricity? I like to start my Monday mornings with a visit to LinkedIn. It’s a lazy sort of way to shake off the Netflix hangover and ease into the week with a nice view of what my network has been up to. It’s Visual.

Your Customers Want to Talk to You

B2B Marketing Unplugged

The last time I looked, the cost for a decent B2B lead in Canada was well over $20, and even more for an enterprise lead. Last week we looked at the Customer Service Theatre that follows a hyper-vigilant Seal Team Six intervention on social media. This week, we should look at the much more pernicious problem of Customer Hide and Seek. So I’m going to visit the website.

Four Things Marketing Can Say “Yes” About in 2013

B2B Marketing Unplugged

When they come asking for a better billing system or lead-scoring platform, set up a giant committee to write the business requirements document, technical specification, RFP, and critical path. You’ve got to love January. Those plans you’ve been revising for months are finally in motion. Go ahead. It’s all going to Hell, just as you knew it would. Maybe not. Everyone went home happy.

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Just Because It’s Content, Doesn’t Mean It’s Good

B2B Marketing Unplugged

Does that even matter in a time when marketers are rewarded for word counts and not lead counts? It must have been about June when Linda called. “Do you know a good B2B writer?”, ” Not true. Linda has at least some of them locked in a closet. It would appear that the demand for content has finally outstripped the supply of designers and writers required to produce it.

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.

The Agony of Defeat: Why Lost Business Reporting Isn’t Helpful

B2B Marketing Unplugged

Sales people, however, can elevate that to truly masterful storytelling when it comes to their results. . I don’t think I have ever heard a sales person credit their big win to an efficient lead nurturing process, a great brand, fabulous sales materials or even competitive pricing.  Do you get the Win-Loss report? You really ought to get yourself on that list. told you this was fun.

Ready for Events That Work?

B2B Marketing Unplugged

That’s right, the meals you need to eat anyway can be big lead and revenue tools when you invite a few prospects or clients along. I’ve got just three words for you: Breakfast. Lunch. Dinner. Breakfast events are a terrific way to engage prospects and clients both. like to do them in a downtown spot close to where they are all going to go to work. More on that later. mean it. No slides.

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The Very Simple System For Picking Your Trade Shows

B2B Marketing Unplugged

Last time we established that trade shows are many things, among them giant cash-sucking machines, that are terrible at lead generation. Before we dive into the Very Simple System, let’s remember that trade shows exist for one reason: to make money for someone who isn’t you. Why do we bother? Brand is why we bother. The right events have the people whose faces we want to be all up in.

Got Lead Gen? A Book Review

B2B Marketing Unplugged

Did you know there were rules about lead generation? I had no idea. All these years I’ve been stumbling around generating leads with no idea that I was supposed to be following the rules. The New Rules of Lead Generation by David Scott is an ambitious, comprehensive tour of the dark art and darker science of making the phone ring or the mouse click. Maybe a little too much.

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. All rights reserved. going.

Four Dumb Ways to Prevent Revenue

B2B Marketing Unplugged

In an effort to prevent real people on the outside from bothering real people on the inside, this company decided to remove all information from its website that might lead to that sort of disturbing fraternization. Is it any wonder that sales people hand out their personal email addresses and store their leads on post-it notes? Dumb Company #1. Dumb Company #2. When did that change?

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Preference and Its Pylons

B2B Marketing Unplugged

This is called handing off the lead to sales. Crappy sales people will screw it up every time and there is not much we can do but try to catch the leads as they fall out of the funnel. In a perfect world, they will motivate them to decide or disposition the lead as “has commitment issues” so we can all move on. Preference is a choice, not a predetermined destination. Inertia.

Why Marketing Needs to Find the Church Key

B2B Marketing Unplugged

This is where you dust off that research person and ask them to put some very little words on a slide and explain very slowly, once again, who the competitors are, what they sell, how much they sell it for and why, despite such towering opposition, we continue to fight the powers of darkness and lead our customer segments to Revenue Ever-Lasting. Now that we have laid out the manifold sins and wickedness of the competition, we need to arm our Squirrel Soldiers with the gospel that will lead bring the customers to our enlightened corner of things. Don’t worry; nobody noticed.

Why It Doesn’t Matter that CEOs Aren’t Using Social Media

B2B Marketing Unplugged

also take exception to the notion that CEOs who don’t use social are not leading customer and employee engagement properly. Ah, a July heat wave and the livin’ is easy, unless you write about technology, in which case it’s that boring old period between the second quarter results and the fun new toys for Christmas. What to do? Say, let’s do some Ritual Shaming and dress it up with a few hysterical headlines. That’ll make things interesting! We don’t need to get too hung up about the source of the “research”. We’re B2B adults here and you won’t find me trash-talking sponsored research.

Content Marketing Playbook: Strategy and Roadmap

returned to the company after a 28-month stint leading. And it would lead to GE’s. leads through inbound marketing. “I think it’s almost. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

Pirates vs. Hamsters: Two Random Acts of Trinket Marketing

B2B Marketing Unplugged

So now I’m a sales-qualified lead they can work over. The problem with hamsters, gerbils and other things that scurry is that right about the time you finish paying for the 4 km of plastic tubing and the special organic food, they drop dead. Likely of exhaustion. think we’re clear regarding my position on captive rodents. think we also know how much I love getting packages in the mail.

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Four Ways to Get Sales Off Your Back and Out Selling

B2B Marketing Unplugged

They’re digging in the flower beds trying to remember where the heck they left that really hot lead you gave them. And they’re asking for more leads, more content, more campaigns, more programs. Last week I gave you a small song to sing at the end of the quarter as the inevitable fingers seek to assign the inevitable blame. So full of promise, so full of hope, so full of time.  Uh oh.

Why You Need a Catch & Release Program for Subject Matter Experts

B2B Marketing Unplugged

They are often product managers, lead developers, QA people, logistics experts or actuaries. When my friend the sales director blew me off for lunch the other day, I wasn’t surprised. “I’m really sorry but someone just spotted a product manager on the fourth floor,” she gushed like a drunk birder. “I need to corner that slippery little *^#@?%, brush the Cheetos dust off his shirt and get him in front of my customer’s IT director this week or they won’t buy the upgrade”. The problem is a simple one of supply and demand. The problem is, nobody told the subject matter experts. Demo Dudes.

Why You Need to Stop Publishing Your Newsletter

B2B Marketing Unplugged

By instant I don’t mean making them fill out a lead form.  I mean one click and there it is. Years ago I worked with a sales administrator who had a hoarding problem. Not the scary kind where she had to fight off her 300 feral cats to use the toaster; the pernicious power-grabby kind where corporate goodies like product samples, trinkets, office supplies and promo materials were kept carefully locked up and doled out only upon presentation of a court order or a venti-double-shot-soy latte. When she finally left, it took months to dispose of the obsolete products, branded junk and paper.

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.

Lost Squirrels: Putting Sales Where it Belongs

B2B Marketing Unplugged

Not entering leads and contact information into the lead and contact management system- 4%. Rejecting perfectly good leads because they came from the website- 3%. Waiting for leads they can use from, you guessed it,  marketing. also know that there is a vigourous debate in most companies around what constitutes a lead. Awesome Ideas Getting & Losing Business Sales vs. Marketing B2B marketing bizmarketer Elizabeth Williams getting the business Hand-Wringers Keebler Elves leads linkedin PowerPoint sales squirrels sales support

Five Dumb Things That Unrock Trade Shows

B2B Marketing Unplugged

stood at this reception desk unmolested for about five minutes before I moved on. I’ll bet those two over-caffeinated marketing folks are wondering why their booth traffic was so low and their leads so thin. Last week we talked about how to rock your trade shows. Let’s look at this booth. It’s a 20 by 20. That’s a lot of real estate for this poor guy to cover. Plus it’s soooo boring.

Four Things Marketing Should Say “No” About in 2013

B2B Marketing Unplugged

will grant you that a good show is also a wonderful place to build credibility, discredit your competitors, and launch a product, but I would challenge you to drop one show from your calendar this year and try doing some other lead generation with the budget. Are you feeling the love yet? Have you been saying “Yes” more often than a room full of sycophants? Good for you. Period.

Stop Beating Your CSAT To Death

B2B Marketing Unplugged

To hit their targets, they want more leads, to get them more leads, I will need to spend more budget than I have, which makes the Squirrels nuts, and there you have it. A while back we looked at how marketing shoves the Customer Abuse Department under the bus by setting unrealistic expectations nobody can possibly live up to. You remember Daddies , don’t you? But wait!

Staffing and Launching Your Content Marketing Program

These examples may sound hyperbolic, but they get at values that lead. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. original photography as something Steve the Lead.

Most Corporate Change Fails. Here’s Why.

B2B Marketing Unplugged

Elsewhere, he also lists ‘agitation…, crying, rejection of comforting gestures, and axienty at a level that may lead to panic…lethargy…reductions in  the level of activity, and altered sleeping and eating behavior…detached…” (Ziefman and Hazan 2008, 443). This book starts out promisingly enough. Big storm. Trapped people. scream. Lights go out.

Eight Rules for E-Cards (plus a suggestion)

B2B Marketing Unplugged

That’s because, as Rule 1 suggests, this is not a lead-generation exercise; it’s a cultural ritual. Nobody seems to have got around to writing up any rules for sending out Multi-Denominational Winter Holiday (MDWH) e-cards. Your MDWH card is not a prospecting activity; it’s an act of gratitude. Rule #2: Keep it brief. Paper cards rarely exceed five by eight inches folded. That’s all.

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Hook, Line & Whitepaper: Why Content Needs to Know Its Place

B2B Marketing Unplugged

All that stuff about thought leadership, educated markets, solution selling and lead nurturing is well and fine, but if it isn’t paying the bills, it isn’t working. Sales people need some lean protein in the form of a lead that has a sharp thing stuck in its cheek. This makes sales happy, and a properly played lead is usually quite willing to pay to have the hook removed.

How to Use Your Subject Matter Experts for World Domination

B2B Marketing Unplugged

External Helpfulness: Moderating online forums; leading user groups; participating in highly technical panels or industry standards groups. Last week we visited the world of SMEARS (subject matter experts at rest) and the compelling reasons why marketing needs to step up and turn these poorly-used resources into something every bit as exploited as the rest of us. mean that in a good way: subject matter experts include product managers, lawyers, C-suite dwellers, technicians, designers and other people whose job it is to know a great deal about a very specific thing. Hermit Crabs.

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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.