Should You Do Buyer Personas In-House or Outsource Them?
JULY 20, 2013
Jeff Ogden , the award-winning marketing expert has been trained in Buyer Personas by the Buyer Persona Institute. When marketing leaders tell me they have buyer insights covered (buyer persona projects), I typically don’t believe then. One VP of Marketing referred me to an expert on website design as proof! Adele Revella. ”). By Adele Revella.
Buyer Personas Require Qualitative Research and Contextual Inquiry
MAY 4, 2011
Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers. Buyer persona development methodology is at its core a research methodology. The story and narratives of users were told through personas.
Is Your Organization Likeable? Are You Attracting the Right Buyers?
MAY 2, 2012
While there is much focus given to demand generation, content marketing, lead generation, lead management, and opportunity pipeline management, recent significant changes in buyer behaviors calls for serious examinations of whether organizations are attracting the right buyers. Can You Predict Your Ideal Scenarios For Lead Nurturing? This is a powerful question today.
What Sales Really Needs from Marketing
AUGUST 2, 2011
B2B Demand Generation | What Sales Really Needs. Sales is generating over 1/2 of their own leads, as per the 2011 Lead Management Optimization study by CSO Insights. Why are salespeople poor at lead generation? Sales is poorly equipped to deal with this reality. What does Sales really need to be effective? Why does sales need help from marketing?
Engage the Social Buyer Persona
APRIL 12, 2011
As in we are engaging the buyer in the buying process for example. A key component for engaging the social buyer persona is that an organization today must offer avenues of engagements that buyers choose. Social buyer personas today expect transparency. How Ready is Your Organization for the New Social Buyer Persona?
Target Personas: Content Marketing’s New Buzzword
DECEMBER 2, 2013
An old marketing adage states that trying to attract customers without first drawing a picture of your target demographic is analogous to attempting to kill a fly with a cannon. Today’s world is far noisier, and content marketing has risen from the ashes of the information age as the surest way to connect with our overloaded brains. Sketching an Outline. Tying Up Loose Ends.
60% of the Sales Cycle is Over – BEFORE a buyer talks to your Salesperson
JANUARY 11, 2012
“On average (and with little variation among industries) customers will contact a Sales rep when they independently complete about 60% of the purchasing decision process.” The Most Important Number in B2B Marketing. They reach a shocking conclusion – this is not a misalignment of sales and marketing. Deep buyer personas. It’s clear that Marketing is going to have to fill this gap in your business. Only marketing can work on those six key elements. The world is passing you by. ” What is going to fill this gap?
Buyer Personas: Where (and How!) to Start | B2Bbloggers.com - B2B.
JULY 7, 2010
That is content – read marketing material of any kind – that is created and crafted in a way that is makes a personal connection and demonstrates a real life understanding of the people to whom the company is trying to market. This is such an important step for any type of B2B marketing today. Here goes: What is a buyer persona? Right? Be honest. What do they read?
Conclusions from study: Sales Speaks – Perceptions and Ponderings on Marketing Leads
MAY 23, 2011
According to SiriusDecisions , over the last 4 years, sales quotas increased 33%, while quota achievement dropped by 25%. Conclusion: B2B sales is a lousy job today – at least in most companies. This is why the role of demand generation in marketing is growing by leaps and bounds. Jill Konrath has a great eBook entitled How Marketing Radically Affects Sales.
Why Sales needs Content Marketing and Marketing Automation
SEPTEMBER 20, 2011
B2B Demand Generation | The Benefit to Sales. If you’re in BtoB Sales, you may be thinking that this great content stuff and demand generation talk belongs in marketing. We’ve been talking about the marketing point of view for a long time. Now let’s talk about your world in Sales. Let’s examine a Sales scenario to illustrate the power of content marketing and marketing automation software. The point we want to make clear is this: The primary beneficiary of content marketing and marketing automation is Sales.
What Sales REALLY Needs From Marketing
JUNE 8, 2011
Lead Generation Companies | What Sales Really Needs from Marketing. Strategies to Get More and Better Prospects into your Sales Pipeline. Jill Konrath is one of the top experts in B2B sales in the world today. In Jill’s great ebook of this name, she shares what sales really needs – high quality, well-nurtured sales opportunities.
The Link Between Lead Nurturing and Buyer Experience Marketing
APRIL 5, 2011
The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years. One approach whose value is on the rise is that of Lead Nurturing. The approach taken towards lead nurturing could make a huge difference. Image by kardboard604 via Flickr. Why?
6 Tips for Understanding the B2B Business Decision-Making Process.
APRIL 28, 2010
content marketing communications strategy that recognizes this as every business buyer’s position can make the difference between an engaged prospect or an unsubscribe, a loyal customer or a lost sale. The marketer’s goal is to get buyers into and moving through the purchase funnel of awareness, interest, evaluation, acquisition, and loyalty. Buyer Personas). Why buy?
The Sorry State of Sales Leads Today
MARCH 16, 2011
points out the sorry state of sales leads today. Here are two take-aways: What Percentage of Marketing-Generated Leads do you Feel Fit your Sweet Spot? (i.e. Marketing is missing targets, plain and simple. significant role in the buying process). When one of marketing’s campaigns hits a target, it usually hits the wrong target. It gets worse.
Buying software is easy. Fixing lead generation is hard.
MAY 25, 2011
B2B Lead Generation | Buying stuff is easy – fixing problems is hard. And every Friday we do a fun B2B marketing show called Laugh and Learn – teaching a key marketing lesson using wit and humor. SaaS marketing products like Marketo , Hubspot , Eloqua and the like are very, very easy to buy. Remember, we need fewer and better leads for sales.).
Heroes and charlatans
MARCH 10, 2011
On the other hand, www.findnewcustomers.com is the one and only true home of the lead generation company Find New Customers. If you are looking for leads generation , look no further. If you need a great marketing strategy , we’re your team. Social media marketing – ditto. Sales Leads sales process Sales-Marketing Alignment sales-ready leads
5 Steps to Optimize Your Lead Nurturing Process: The Right Content to the Right Audience
Sales Intelligence View
AUGUST 22, 2013
Did you know that inbound marketing is white-hot and content curation is king? Brian Kelly, CMO of InsideView and Pawan Desphande, CEO of Curata , presented the latest and greatest content marketing techniques at the AMA Webcast on August 20, 2013. Manage the lead volume generated by inbound marketing with CRM Intelligence. The game has changed and marketers must react.
Content Marketing: 4 stages to mapping your content strategy
B2B Lead Generation Blog
APRIL 28, 2014
Tweet Effective content marketing starts with listening to customers to truly understand them, and then identifying the personas of your audience, according to Ninan Chacko, CEO, PR Newswire. In his keynote at MarketingSherpa Lead Gen Summit 2013, Ninan explained the five steps to effective content marketing. How to discipline content marketing to influence decisions.
Find New Customers | Great content on B2B demand generation and always FREE
JUNE 28, 2011
B2B Lead Generation | Free content at Find New Customers. The elevation principle says that great content combined with other people and without marketing messages will help your business rapidly grow. The Elevation Principle: Great Content + Other People – Marketing Messages equals Success. Paul Dunay, Buzz Marketing for Technology. What do you think?
Inside the Mind of the B2B Buyer – New Paths to Purchase
APRIL 14, 2011
Only if you care about revenue results, such as a CEO, Board Member, Head of Sales, or Head of Marketing. Let’s share a few takeaways — which I show as false assumptions, but first I’d like to share a bottom-line observation: This is not your Dad’s (or Mom’s) world of sales. But inbound leads closed MUCH faster. Lead Nurturing ).
Find New Customers: What the heck’s a Sales Lead anyway?
FEBRUARY 3, 2011
What’s a Sales Lead? If you are like most salespeople, your response is “The sales leads that Marketing gives me are crap. And most likely, you’re exactly right. suggest, … Continue reading → Business relationships Buyer Personas Buying Process Demand Generation Fearless Competitor inbound marketing lead generation Lead Nurturing Lead Scoring Leadership Lessons Management best practices Marketing Marketing Automation Sales-Marketing AlignmentThey are crap.
The Problem with Reliance on Junior Marketing Folks
JULY 18, 2011
B2B demand generation | The problem with junior marketing members. typical young lady in marketing. He observed one of the most common mistakes made by B2B companies – a false reliance on junior marketing team members. That rang true. I’ve observed the lack of marketing leadership affecting a lot of companies. Paul Dunay, Buzz Marketing for Technology.
MARCH 13, 2011
Brain-dead marketers are everywhere. Looking for instant results in B2b lead generation ? Run a few email blasts and watch the leads pour in? B2B marketing is hard and takes time. It’s not about campaigns anymore. It’s not about throwing so-called sales leads to salespeople. It’s about deep understanding of buyers and their process.
Core Competencies of the Marketing Operations Leader: Setting Up The Marketing & Sales Technology Core [PART 1 of 4]
MAY 9, 2016
Over the last decade, the growth of B2B marketing teams that have adopted marketing automation platforms (MAPs) as a fundamental tool in their marketing stack has given rise to the marketing automation specialist. But today, marketers are being tasked with and being held accountable to more than just attracting visitors and nurturing leads. Attribution.
How to Create a Sales Enablement Culture in Your B2B Company
NOVEMBER 10, 2014
It’s clear that there is a shift taking place within most companies’ sales and marketing departments, and there is a good reason for it. This shift is causing some companies to hire for sales enablement positions. It’s causing others to shift existing employees’ responsibilities to sales enablement duties. Hold a sales journey pow-wow. CMO Insights Trending
Why do some companies prosper – despite a terrible economy?
JULY 14, 2011
Here are a few things they all do: Each invested heavily in marketing – (For instance, Marketo spends 80 cents for every dollar spent in sales.). Each publishes great marketing content – especially content that is deeply relevant to buyers (based on buyer personas – especially Hubspot, Kinaxis, Eloqua and Marketo.). “U.S. Journal. It sounds bleak.
The “Whom to Consider?” Buying Phase
MAY 2, 2011
Lead Generation Companies | The “Whom to Consider buying phase. And to learn more about buying stages, lead nurturing, etc. Jeff Ogden is President of the B2B lead generation consultancy, Find New Customers. We help companies with between 150 and 5,000 employees who sell complex products to businesses to implement world-class lead generation programs.
Content Marketing = Sales $, otherwise, Don’t Do It
NOVEMBER 26, 2014
The award-winning marketing expert, Jeff Ogden of Find New Customer s finds a lot of marketing content on BtoB sellers websites. But most of it, I think, misses the mark of delivering revenue because of five key flaws: They lack deep buyer personas. They lack a marketing automation system to deliver the right content at the right time to the right person. including us).
Two Things That Destroy Strategy
FEBRUARY 26, 2015
There are a multitude of things that can destroy a Demand Generation Strategy, but the two biggest culprits are having a short-term vision and lacking alignment with sales. However, your content strategy should be created to align to each step of the buying process for your targeted buyer personas. Odds are you have more than one buyer persona and each one has unique needs.
Buying software is easy. Fixing lead generation is hard.
MAY 27, 2011
B2B Lead Generation | Buying stuff is easy – fixing problems is hard. SaaS marketing products like Marketo , Hubspot , Eloqua and the like are very, very easy to buy. Unfortunately, there’s no “Wonder Herb in B2B lead generation and marketing either. Want to hear what it’s really like to buy marketing automation? Look at this image.
What 5 IT buyers would do if they were the CMO at a Technology Company by Kenny Madden & 5 Technology buyers
JULY 18, 2011
B2B Demand Generation | What would you do if you were named Chief Marketing Officer? Find New Customers is pleased to present this guest post by Kenny Madden of Spiceworks. I really like it because he asks actual buyers what they would do if they were Chief Marketing Officer.The comments here should ring true to all marketers – don’t BS us, build relationships, stop selling, etc. In addition to Kenny, we featured Joe Pulizzi of Junta42 and Content Marketing World – Developing an Integrated Content Marketing Strategy that Works. More to come.
The Business Process that No Longer Works
OCTOBER 10, 2011
B2B Lead Generation | the Process of the Past No Longer Works. product marketing ). Pound the phones and emails to uncover leads. The business process doesn’t work anymore. Here’s what resulted: Product-oriented marketing is boring and unnecessary. Emails aren’t opened. A new and vastly more scientific approach is needed in B2B lead generation : Buyer personas , content marketing , lead nurturing and scoring , and metrics – that’s what you need today. Invest in marketing automation.
Tips To Power Your Sales Funnel With Video Content
It's All About Revenue
SEPTEMBER 15, 2013
by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Jon Spenceley , the Community Marketing Manager at Vidyard. He’s passionate about helping companies get the most out of their video marketing investments. Video can power your sales cycle at every step of the buying process, but it’s critical to remember that not all content is relevant to everyone.
7 Amazingly Effective Lead Nurturing Tactics
MARCH 15, 2016
As companies adopt inbound marketing as a way to generate more leads, the importance of having an effective lead nurturing strategy becomes very clear. In most cases only a relatively small percentage of your inbound leads will be ready to make an immediate purchase, leaving upwards of 90% of your inbound leads on the table. Which lead nurturing tactics work best?
Buying software is easy. Fixing Lead Generation is hard.
SEPTEMBER 24, 2011
B2B Lead Generation | Buying stuff is easy – fixing problems is hard. If you want to make sales quota in 2012, get started today! SaaS marketing automation products like Marketo , Hubspot , Eloqua and the like are very, very easy to buy. Too many companies believe purchasing software fixes B2B lead generation. Fixing your B2B lead generation challenges is a lot like losing weight. ‘” That sounds like the sales pitch of software vendors, promising all that ROI the comes from their software. Right now! Immediately! It does not.
Content Marketing: How a technology company used its employees to generate quality content [Video]
B2B Lead Generation Blog
AUGUST 5, 2013
Tweet Content marketing is one of the most effective and widely used lead generation tactics, according to the MarketingSherpa 2012 Lead Generation Benchmark Report. Although it is one of the most difficult forms of marketing, second only to trade shows, 62% of marketing budgeters expect an increase for content marketing, according to the same report.
Changing direction | The difficulty in changing a tiger’s stripes
MAY 5, 2011
Had a very interesting conversation with an SVP of Marketing for a $500MM software company this week. Sales messaging needs to change. Marketing content needs to change. The buying process will change. Every single marketing message needs to change. Jeff Ogden is President of the B2B lead generation consultancy, Find New Customers. Their challenge?
Forrester finds b2b marketers lagging with demand generation
JULY 6, 2011
From BtoB Magazine Marketers Lagging in Demand Generation. B2B marketers are doing a poor job with demand- and lead-generation programs, according to a new study from Forrester Research. The report, “The State of B2B Demand Generation: Disjointed,” was based on an online survey of 266 marketing and sales executives conducted in May 2011. It found that 44% of marketers said prospects view communications from their companies as “disjointed” or “hit and miss.”. Paul Dunay, Buzz Marketing for Technology. Jeff Ogden, President, Find New Customers.
Breaking Out of the Funnel: A Look Inside the Mind of the New Generation B2B Buyer
FEBRUARY 21, 2012
Only if you care about revenue results, such as a CEO, Board Member, Head of Sales, or Head of Marketing. Let’s share a few takeaways — which I show as false assumptions, but first I’d like to share a bottom-line observation: This is not your Dad’s (or Mom’s) world of sales. Let’s look at these: Assumption : Need more leads. Kaput.
B2B Demand Generation expert Mac McIntosh – Interviewed by Find New Customers
AUGUST 3, 2011
Mac is also publisher of Sales Lead Report ® and B2BMarketing Technology Insights ™. We’re deeply honored to interview this expert, who was recently voted #1 of the Sales Lead. That’s a shame as research shows that only one in four sales come from leads with short-term needs. First, refocus your marketing on helping your prospects buy.
Case study in data-driven B2B customer acquisition marketing
APRIL 24, 2015
My new book, B2B Data-Driven Marketing: Sources, Uses, Results , is launching in a few weeks. While preparing case studies for book, I had the fun of interviewing a bunch of very smart B2B marketers to learn how they were applying data and analytics to their marketing objectives. With responsibility for demand generation, Sechrist is mired in database marketing.
The Importance of Thinking Outside-In
MAY 10, 2011
Lead Generation Companies | Think Outside-In rather than Inside-Out. This means you start with buyers and their personas and then work back to your offerings. Then once you understand their buying process, you’ll know what content you’ll need to move them from step to step. Have you seen our new free “cheat sheet – 7 Keys to B2B Marketing Success ?
Social Buyerology: Turning Insight Into Influence
JUNE 13, 2011
The second, The Research Methods of Social Buyerology , reviewed the types of research methods needed to attain a deep understanding of the new social buyer persona. In this fourth article, we examine how to turn insights about the social buyer persona into social influence. In the social age, influence or perhaps more correctly, social influence, has become the centrality of the social buyer’s mindset towards taking steps leading to a buying decision. Marketing and sales plans have a tendency to be concrete and finite plans.