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? Do not confuse visibility and product launches with lead generation. Sales squirrels ignoring you?

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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.

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

B2B Marketing Unplugged

There are a few statistics that are used to torment marketers. We’ve all had some chief something or other office sneer that 50 percent of advertising is wasted.

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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.

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Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

Your Customers Are Way More Efficient Than You Are

B2B Marketing Unplugged

All of which leads me to the idea of efficiency, and the widening gap between how companies view it and how customers view it. Marketers spend a lot of time working on shorter sales cycles, end-to-end lead tracking, automated nurture programs and anything that reduces the cost of acquisition.

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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.

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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.

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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.

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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. its role beyond lead gen.

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.

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Eight Rules for Lead Generation Events

B2B Marketing Unplugged

This is a lead generation exercise, not a charity event, so audience matters. 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. Rule 8: Make it a lead source. Psssst, Trade Shows Suck at Lead Generation.

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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.

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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.

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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

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.

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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?”, ”, she asked.

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

B2B Marketing Unplugged

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.

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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.

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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

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.

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Got Lead Gen? A Book Review

B2B Marketing Unplugged

Did you know there were rules about lead generation? All these years I’ve been stumbling around generating leads with no idea that I was supposed to be following the rules. has his own lead generation marketing firm. Leads are a symptom of demand, not a separate thing.

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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.

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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. I met a guy named Dan on the plane the other day. He was on his way home from something his company calls ThinkFest.

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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

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. Marketers can sure get in our own ways when we try to create preference.

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

B2B Marketing Unplugged

I 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!

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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.

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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.

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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. its role beyond lead gen.

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 I’m really sorry but someone just spotted a product manager on the fourth floor,” she gushed like a drunk birder. “I 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”.

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Why You Need to Stop Publishing Your Newsletter

B2B Marketing Unplugged

By instant I don’t mean making them fill out a lead form. 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.

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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. I also know that there is a vigourous debate in most companies around what constitutes a lead. Mostly statistics just annoy me, but every now and again I am absolutely gobsmacked by one.

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Five Dumb Things That Unrock Trade Shows

B2B Marketing Unplugged

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.

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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. its role beyond lead gen.

Four Things Marketing Should Say “No” About in 2013

B2B Marketing Unplugged

I 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?

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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.

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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).

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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.

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