The ROI Guy

MARCH 24, 2013

Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged white papers as a key resource to help them make a purchase decision. Short attention span theater – The typical white paper is just too long.

Paper 40

Paper Ideal Customer Profiles Marketing Automation Services Eloqua 40

The ROI Guy

NOVEMBER 7, 2017

You download that white paper, and because it’s gated, you’re required to fill out a lead capture form – your name, email address, Company, title, location, phone number, name of first born…Worse, you know you’re immediately going to get that lame phone call or email follow-up: “I see you downloaded our white paper, want to talk?”.

Peer-to-peer 126

Peer-to-peer Advertising Benchmark Marketing Automation Services Paper 126

Webbiquity

MARCH 7, 2023

But more importantly, they mean you can spend more time doing what you love—delivering great results for awesome clients—and less time on business development and proposal writing. But best practices, strategies, and tactics change over time, especially in a dynamic field like digital marketing.

Consulting 348

Consulting Marketing AI Paid Search Agency Ad Building 348

BOP Design

JANUARY 7, 2022

Many companies have B2C, B2B, and B2G marketing channels. No matter what the industry under the B2B umbrella, there are unique characteristics of the B2B marketing and sales process and this will be outlined below. Typically, B2B marketing is not mass marketing but much more targeted. Content Marketing.

B2B Thought Leadership 120

B2B Thought Leadership Paid Search Agency B2B Thought Leadership 120

Hinge Marketing

MAY 23, 2016

Professional services firms have been relatively slow to adopt online lead generation techniques. It’s not surprising given that many commonly used online lead strategies such as contests or sweepstakes are simply inappropriate for many professional services firms and their clients. Online Lead Generation Techniques that Work.

Online Lead Generation 118

Online Lead Generation Lead Generation Lead Ranking Sales Qualified Leads 118

Marketing Insider Group

MAY 3, 2021

Let’s get real about B2B content marketing. In this post, we’ll review why B2B content marketing sucks and how to improve it so that it delivers a true ROI (return on investment). Most industries are in a state of content marketing saturation. Further, more data suggests B2B content marketers aren’t confident in their success.

B2B Marketing 286

B2B Marketing Content Marketing B2B Thought Leadership Planning 286

The Point

AUGUST 27, 2019

LinkedIn’s big advantage over its key competitor – and the reason it’s now cannibalizing so many marketing budgets previously reserved exclusively for paid search (SEM). – Or opt for LinkedIn’s Lead Gen Forms, which generate a pre-populated contact form inside the app. Stale Creative. Stale Creative. business) email address.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The ROI Guy

OCTOBER 13, 2010

Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers.

Paper 40

Paper Enterprise Management Marketing Management Lead Scoring 40

The Point

JULY 27, 2018

So, for example, on a spectrum from low to high: * a white paper is a low bar offer (very little asked of the prospect). * a Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). * a demo or free trial is a high bar offer (due to the time and resources required). *

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

BOP Design

OCTOBER 11, 2017

For many B2B marketing professionals, your job isn’t done once a lead is generated or captured via a website form or inbound phone call. There is no ceremonial handing off of leads to sales. After all, a lead isn’t necessarily a closed deal. Your first step should be to follow up with the lead within 1 business day.

Sales Qualified Leads 50

Sales Qualified Leads Marketing Leads Lead Scoring Lead Ranking 50

ClearVoice

JANUARY 26, 2024

Heck, not all marketing people are content people. Marketing is the tip of the spear for driving growth and new customer acquisition. Paid is straightforward, it’s sexy (to non-marketing executives, at least), and it’s a simple sell internally when navigating the budgeting process because of the instantly measurable ROI.

Paid Content 92

Paid Content Top of Funnel Work Management Marketing Management 92

Marketing Insider Group

AUGUST 30, 2021

Are you using empathy in your marketing ? Because marketing isn’t something you do to people; it’s something you do with people. The problem with modern sales and marketing. I see with marketing (and sales) this: we get clinical and treat our customers as objects to convert rather than people who need help. The result?

Paid Search Agency 287

Paid Search Agency B2B Sales Marketing & Strategy CMO 287

The Point

JULY 16, 2015

Here’s a list of the things I love most about the email below from Allocadia , a Vancouver, BC-based developer of Marketing Performance Management (MPM) software: 1. Seriously though, that is one gorgeous white paper. Let me count the ways: The aforementioned white paper image is HUGE. The offer image.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

Martech

FEBRUARY 28, 2022

But in all of my years in B2B, whether as a marketer, an agency person, a consultant or a fractional CMO, people have considered email an important channel but have overlooked its true potential for fulfilling company goals. The perspective has been this: “We have this marketing automation platform. Intent makes the difference.

Marketing Automation Services 125

Marketing Automation Services Intent Marketing Automation Email Marketing 125

The Point

JULY 13, 2012

Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? I have my concerns, however, about extending it to lead nurturing and the email medium.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

markempa

MARCH 17, 2014

Tweet I was recently reading your blog “ Lead Generation: Who knows the customer better – Marketing or Sales? It’s been really fascinating to me to try and figure all this sales and qualifying a lead thing out. I’ll focus on some fundamental questions you should answer as you craft your lead gen program.

Lead Generation 120

Lead Generation Sales Qualified Leads Lead Ranking Sales Management 120

Marketing Insider Group

JULY 28, 2020

LinkedIn’s State of Sales Report shows that 44% of sales and marketing teams are seeing a significant drop in responsiveness to social and email messaging. So, why are sales and marketing teams challenged to build strong social relationships so they can overcome sales plateaus, sales drops, and sales troughs? Many blame it on C-19.

Top of Funnel 248

Top of Funnel Linkedin Ideal Customer Profiles Paid Search Agency 248

markempa

SEPTEMBER 9, 2013

Tweet According to the MarketingSherpa 2012 Lead Generation Benchmark Report , 24% of marketers ask a timeline-to-purchase question on their lead capture forms. Q: Please select the most important fields that you need to collect from your leads on the lead generation form. Lead qualification in a post-BANT world.

Lead Gen 120

Lead Gen Lead Ranking Lead Scoring Sales Qualified Leads 120

ClearVoice

DECEMBER 5, 2022

Content marketing is a long game. This post covers the most common content marketing mistakes and how to avoid them. Mistake 1: Not knowing who you are marketing to. Your marketing and methods will be all over the place because you don’t have a target. This means you need an effective content production strategy.

Marketing Budget Creation 105

Marketing Budget Creation Planning Marketing Budget Paid Search Agency 105

Onalytica B2B

MAY 3, 2018

Influencer marketing is still considered to be a new strategy; it’s often deemed a risky investment from sceptical traditional senior management, so getting a plan together when you have no idea how much you’re going to be able to put into it is challenging. How relevant the influencers are to your brand.

Work Management 242

Work Management Budget Programs Enterprise Management Marketing Budget 242

Sana Commerce

FEBRUARY 21, 2023

Personalized marketing in B2B e-commerce is a great way to maintain these business relationships by treating your buyers as individuals online — just as you would offline. Key factors in providing a personalized B2B e-commerce experience What is personalized marketing? The benefits of personalized marketing are to everyone’s advantage.

Personalization 98

Personalization B2B Sales Qualified Leads Business 98

BOP Design

JULY 17, 2019

While traditional means of outreach and word of mouth can be great sales opportunities, your company’s website is an excellent source for getting new leads, nurturing existing leads, and keeping the conversation going with existing clients. Generate inbound leads using SEO. The best part? They are partway down the sales funnel.

B2B Sales 57

B2B Sales Design Top of Funnel Marketing Websites 57

Sales Engine

JANUARY 11, 2017

As a marketing leader, have you been tasked with building a demand generation program designed to funnel leads to salespeople? Most companies start with buying marketing automation without a solid strategy and underestimate the amount of content they require. Sounds good, right? So What Should It Look Like?

Demand Generation Agencies 136

Demand Generation Agencies Demand Generation Budget Programs Demand 136

Marketing Insider Group

AUGUST 30, 2021

Are you using empathy in your marketing ? Because marketing isn’t something you do to people; it’s something you do with people. The problem with modern sales and marketing. I see with marketing (and sales) this: we get clinical and treat our customers as objects to convert rather than people who need help. The result?

Paid Search Agency 171

Paid Search Agency B2B Sales Marketing & Strategy CMO 171

NuSpark Consulting

JULY 15, 2011

Here’s a sample excerpt of a digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. NuSpark Marketing is proud to offer you this scope-of-work proposal.

Lead Ranking 100

Lead Ranking Lead Scoring Planning Sales Management 100

NuSpark Consulting

JULY 15, 2011

Here’s a sample excerpt of a digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. NuSpark Marketing is proud to offer you this scope-of-work proposal.

Lead Ranking 100

Lead Ranking Lead Scoring Planning Sales Management 100

Salesforce Marketing Cloud

SEPTEMBER 19, 2023

Once a lead has been deemed qualified (a good fit for the product), they enter the pipeline as a prospect and reps track progress as sales conversations unfold. You can also offer additional training for your reps on how to lead effective demo calls. Lead qualification Not all potential customers are likely to close.

Top of Funnel 59

Top of Funnel Work Management Marketing Management Ad Building 59

Contently

APRIL 23, 2020

As marketers, our top priority right now should be helping our audience overcome the challenges they face. If we do that, we’ll build trust, nurture leads, and have a strong pipeline when the economic landscape shifts. As a marketer, think of yourself as in public service. Doing so leads to a huge competitive advantage.

Content 217

Content B2B Thought Leadership Storytelling Newsletter 217

Webbiquity

APRIL 21, 2020

Per Dodge Data & Analytics, the leading provider of data, analytics, and intelligence to the North American construction industry, March saw construction starts decline by a scant 0.6%. The resulting inefficiency leads to most major commercial construction projects coming in late and over budget. This is my second startup.

Enterprise Management 175

Enterprise Management Work Management Marketing Management Budget Programs 175

ATAK Interactive

JULY 21, 2020

So with sales enablement, the marketing and sales teams are able to work together to deliver this value and convert their prospects into actual buyers. Sales enablement is a strategic process of equipping your sales team with the tools, content, and information they need to efficiently convert leads and close more deals.

B2B Sales 148

B2B Sales Work Management B2B Thought Leadership Marketing Management 148

Digital B2B Marketing

NOVEMBER 6, 2012

Perceptions are created by experience with your products, service and people, through what other people say about you (even competitors) and through your own marketing. However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. All they see are leads.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Seismic

MAY 16, 2019

It doesn’t matter how many documents the sales enablement team puts out or marketing materials they utilize; the important thing is to provide the sales team with collateral that is relevant and helpful at each stage of the sales process. E-Newsletters T hese are an essential part of an online marketing strategy.

Top of Funnel 40

Top of Funnel Examples Marketing Proposals Work Management 40

ATAK Interactive

JULY 21, 2020

So with sales enablement, the marketing and sales teams are able to work together to deliver this value and convert their prospects into actual buyers. Sales enablement is a strategic process of equipping your sales team with the tools, content, and information they need to efficiently convert leads and close more deals.

B2B Sales 128

B2B Sales Work Management B2B Thought Leadership Marketing Management 128

SmartBug Media

APRIL 10, 2019

Content marketing was once a foreign term to business executives. Today, most businesses and marketers understand its value, but some still aren’t sure how to make the business case to their senior leadership. If they’re not using content marketing, this is your chance to surge ahead of them; if they are, you’d better catch up fast.

Paid Search Agency 65

Paid Search Agency Top of Funnel Cost Marketing Budget 65

BenchmarkONE

FEBRUARY 13, 2020

One of the most critical aspects of a successful business is the alignment of sales and marketing. How is your marketing team expected to deliver quality leads to the sales team if they don’t know leads’ pain points? And how are they supposed to know leads’ pain points without insight from the sales team?

Top of Funnel 87

Top of Funnel Work Management Marketing Management Content 87

Rev

SEPTEMBER 20, 2023

The undeniable reality of demand marketing is that buying behaviors have changed, and the old tried-and-true playbook hasn’t aged gracefully. It’s much more a buyer’s market now than it used to be,” says Manuel Rietzsch, VP of Revenue Marketing at AudioEye. So much info, so much noise. People know the process.

Demand 60

Demand Peer-to-peer Work Management Marketing Management 60

KoMarketing Associates

MAY 7, 2015

When we begin a new online marketing program, the evaluation of the conversion actions on the website is one of the first places we turn our focus towards . Fortunately for B2B marketers, resources like Google Analytics offer multiple opportunities to track leads and conversions, beyond standard website performance metrics.

Marketing Analytics Tools 120

Marketing Analytics Tools Conversion Marketing Websites B2B 120