What Works - What Doesn't

Trending Sources

About Us

What Works - What Doesn't

While he continues to write for Computerworld and InfoWorld , his prime focus is providing marketing material including email newsletters, blog posts, and white papers for leading IT vendors including AT&T, Microsoft, BMC, F5 and Cognizant. Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry.

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

This is called “leading with value” – proving your skills by providing something worthwhile to the prospect at no charge before you try to sell them. Quality content is critical because prospects are paying with their most precious commodity – time. If you’re not giving them valuable information, they’ll click on to your competitors. Pretty specific custo mer base, eh?

PPC 2

How Much Rope Should You Give a “Corporate Reporter?”

What Works - What Doesn't

found a really, really smart customer doing some leading-edge marketing automation --       but with a competitor’s product. Companies have been hiring ex-journalists for years as PR people because they knew how to tell a story and how to work with their fellow ink-stained wretches. For those old enough to remember ink.). will profile brands and the people that work for them.

Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

With fewer and fewer pubs to pitch to – and less bang for the buck in pitching bloggers who may or may not have influence – it seems like showing they can generate valuable leads for a client is a good move for PR firms. Or They show that the use of marketing automation software is indeed taking off, but not as quickly as some had hoped. Except I just did.

150 Content Marketing Tips

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

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

Which leads me to ask whether you should wait to offer a prospect an online game until they are willing to invest all the time required to wait for screens to load, understand the rules of the game, work through the scenarios, and cope with problems like crashing browsers? But is asking prospects to spend the time playing an online game good for all parts of the sales cycle?   Maybe.

Boeing Redesigns Web Site Around Features. And the Business Case Is?

What Works - What Doesn't

Technorati Tags: Boeing , B2B marketing , content marketing , Web site design , marketing , public relations As a hopeless aviation geek, I love the new Boeing Web site which leads not with corporate boilerplate, but with big, splashy photos of its airplanes and its people doing cool things. Which leads me to wonder about the business case behind this redesign.

To Sell A Conference, Give Away Last Year’s “Takeaways”

What Works - What Doesn't

So even if you don’t get the prospect for the conference, you might have a lead for a product or service sale. What great, usable content is sitting around your organization you could be using to attract conference attendees – or sales leads? Gotten a pitch to attend a conference or trade show lately? Did you decide to spend the money, or ditch it and stay in the office?

Why "Cost Per Lead" Is The Wrong Question

What Works - What Doesn't

Ask anyone selling marketing software or services what their “cost per lead” is and you’ll get a different, and self-serving, answer. I’ve seen estimates ranging from single dollars to tens of dollars to hundreds of dollars. But you’re actually asking to be bamboozled because you haven’t defined a “lead.” It is just a name and a possibly outdated title and email address from a purchased list?   Naturally, the price goes up the better the “lead” is. But identifying which “leads” have the right other products to make them a good lead boosts the cost closer to $80.

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.

What Is Content Marketing?

What Works - What Doesn't

You’ll also need a way to distribute your content, which can be anything from free blogging software to more expensive marketing automation systems that automatically score leads and send them to your CRM system. The most critical steps, though, are getting marketing and sales to agree on how to score leads and setting up new workflows so marketing has a better idea of which leads to send to sales, and which leads it should instead keep and “nurture” with more content till they’re ready for a sales call.

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

Tags: Content Marketing IT Marketing B2B marketing content marketing lead generation lead nurturing readership tracking SAP virtual trade shows

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.

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.

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.

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 .

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.

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.

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.

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 78

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?

New Research on How B2B Marketers Get More Leads

Act-On

Lead generation, also commonly referred to as lead gen, continues to be one of B2B marketers’ top goals. It’s so important that if you distilled an average B2B marketer’s job description down to two words, they might well be “get leads”. Most marketers struggle to land enough leads, and enough quality leads. Struggling with your lead generation efforts?

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?

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.

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.

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 109

Why You Should Consider Using Twitter for B2B Leads

Act-On

Whether you turn these moments of opportunity into high-quality leads is up to you. But when you listen to what others are saying on Twitter (and successful sales people have known this for years), you can really begin to harness the platform’s full potential for lead generation. B2B marketers who use Twitter generate twice as many leads as those who don’t. Forrester , 2013.

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.

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.

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.

Is Anyone Leading Lead Management?

ViewPoint

Sales Lead Management is a complicated process. Sales lead management is a tough subject to truly get your arms around. There are dozens of outside vendors who say they manage some portion of the sales lead process and more than two dozen internal departments that contribute to the process and the decision making. My point is this—you need a Sales Lead Manager to pull all of the competing departments and managers together to obtain the best revenue per lead for your company. Telemarketing Outbound (qualification and lead generation). Digital Agencies.

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.,

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.

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.

31 Tips for Improving Sales and Marketing Lead Generation Alignment

B2B Lead Generation Blog

How does your sales team perceive the leads Marketing produces? They complain about lead quality. They complain about lead volume. The say leads, what leads? Marketing gives us leads? Lead generation is an iterative process that requires consistent closed-loop feedback. Centralize the lead qualification process. Be honest. Be flexible.