Acquiring Minds

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Lead Generation: Digital Strategies to Create New Sales Opportunities

Acquiring Minds

I wrote the below article for an eBook on digital marketing to be published shortly by CustomerThink. wanted to let you know that I will be presenting at an upcoming Summit on B2B Digital Marketing from CustomerThink. The Summit consists of  three live webinars on the future of B2B digital marketing. You can find more information here: [link]. Why Invest in Lead Generation?

Are Millennials wired but not to sell?

Acquiring Minds

B2B marketing buyer behavior inside sales outbound marketing sales enablement I was speaking with a salesperson in his 60s who regularly outsells many of his younger peers.   He complained to me that the younger sales people at his company do not hustle and are lacking a work ethic. Do Millennials lack motivation to sell or is it the skill set that is lacking?

Top 5 Reasons to use Segmentation

Acquiring Minds

Through segmentation a marketer identifies groups of customers that are ranked by their sales potential and can be classified based on any number of criteria.      By leveraging this intelligence, marketers can profile their ideal customer and forecast outcomes for marketing programs. Here are the top five reasons for marketers to segment: Higher Conversion to Revenue.

Marketers are smarter

Acquiring Minds

Would have been a great  B2B marketer. It seems to me that B2B marketers are much smarter than 10 years ago. B2B marketers are much better at what they do – showing a higher level of professionalism, more knowledge & agility, better alignment with sales teams and are in tune with customer feedback. Marketers can track, analyze and pivot in real-time.

150 Content Marketing Tips

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

Juniper Networks: Reaching for the Sky, Feet Firmly on the Ground

Acquiring Minds

The service provider market is sold direct by Juniper.     Partners can sell $2 to $2.60 of services for every $1 of Juniper product sold. You might expect some chest-thumping from the talented channel and marketing team that Juniper has put together. However, these executives have their feet firmly on the ground.   All of the channel and market executives were welcoming and engaging. 

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Are Millennials wired but not to sell?

Acquiring Minds

B2B marketing buyer behavior inside sales outbound marketing sales enablement I was speaking with a salesperson in his 60s who regularly outsells many of his younger peers.   He complained to me that the younger sales people at his company do not hustle and are lacking a work ethic. Do Millennials lack motivation to sell or is it the skill set that is lacking?

Savvy Buying of B2B Data

Acquiring Minds

Stevens and Bernice Grossman, two well recognized B2B direct marketing experts.    Ruth P. Stevens consults on customer acquisition and retention, teaches marketing at Columbia Business School and blogs at HBR.org. . Bernice Grossman created DMRS Group an independent marketing database consultancy. This is information that has always eluded the B2B marketer. Resources.

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Destructive B2B Sales Practices

Acquiring Minds

Better Sales Training - Training on solution knowledge and how best to engage customers are two key training areas for sales.    McKinsey calls for a centralization of content development and creation of compelling value propositions.    This seems to be a call for marketing and sales to align their efforts better on messaging.   CSO Insights IDC McKinsey sales and marketing alignment

Evangelizing a Content Marketing Program

Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI. Conclusion 25 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 “ Content marketing is the atomic particle of all the. rest of a brand’s marketing campaigns.” of marketing legend. content marketers are faced with a task of consistently. brands.

Right Message, Wrong Target – A Field Guide

Acquiring Minds

In a never ending pursuit of new business, a marketing team has launched both inbound and outbound marketing programs to target a new market segment. What if marketing and sales are communicating the  right message but to the wrong audience? The prospect only agrees to accept collateral or opt-in to nurture marketing. Something has gone awry. Conclusion.

Selling to the Digital B2B Buyer

Acquiring Minds

buyer behavior inside sales outbound marketing sales enablement telesales David Skok Facebook Jill Konrath LinkedIn Steven Woods The digital world is bringing great change to how buyers wish to interact with B2B sales teams. Today's B2B buyer prefers online communication for a variety of reasons explained in this post.

Colloborative Selling in the Channel

Acquiring Minds

Tech vendors offer partners a menu of marketing programs and tactics that enable partner to generate leads without the tech vendor participating in the calling.    Like many tech organizations, Microsoft and Cisco enable thousands of their partners to create lead generation programs through self-service marketing portals. The imperative for technology companies is to grow fast.

Segmentation for the Nation

Acquiring Minds

In earlier post entitled the Top Five Reasons to use Segmentation , I wrote about the importance of segmentation in B2B marketing. As time and resources allow, your goal should be to start mixing in other sources of data.   The risk of using only your data is that your company’s experience may be very different from general marketing conditions and your analysis may be skewed.

Staffing and Launching Your Content Marketing Program

Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. Conclusion 35 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 On the evening of March 2, our content/marketing team. Platforms,” “7 Keys to SEO for Content Marketers,” and. What’s the Difference Between B2B and B2C Market- ing?” Marketers are humans too.

The Sales Lead & the Language Police

Acquiring Minds

Do we need language police in our world of B2B sales & marketing? Perhaps this is an early example of mis-aligment between sales and marketing.   Could it be that ancient Greek salespeople referred to their marketing colleagues as bárbaros ?  . Whatever the case, we continue to face basic issues in B2B sales and marketing. Related Blog Posts. Photo Credit.

The Risky Business of Exclusive Reselling

Acquiring Minds

Last month, Eloqua terminated its reselling relationship with The Pedowitz Group, a marketing automation reseller. The Pedowitz Group (TPG) stated in a press release  that by representing multiple marketing automation vendors, TPG is best serving its customers.   the mid-market or enterprise market). VARs are led by entrepreneurs with a high tolerance for risk.

Comparing B2B Online Data Sources - New Research

Acquiring Minds

Just this past week, Ruth and co-author Bernice Grossman , president of DMRS Group , a marketing consultancy, released an interesting study of major online sources of B-to-B data (Thanks to Ruth for acknowledging in the appendix my modest contribution). My organization, Direct Impact Marketing , maintains a strict privacy policy: no lists are shared between clients, so we often rent lists and then conduct lead generation programs. have spoken with many marketers who would rather rent than invest the time in their house file. branches).

Marketers are smarter

Acquiring Minds

Would have been a great  B2B marketer. It seems to me that B2B marketers are much smarter than 10 years ago. B2B marketers are much better at what they do – showing a higher level of professionalism, more knowledge & agility, better alignment with sales teams and are in tune with customer feedback. Marketers can track, analyze and pivot in real-time.

5 New B2B Sales and Marketing Strategies

5 New B2B Sales and Marketing. The traditional B2B sales and marketing model is typically depicted in the shape. of a funnel; flow starts with marketing and then transitions to sales. New B2B sales and marketing strategies. are required. 5 New B2B Sales & Marketing Strategies. B2B Sales and Marketing leaders should evaluate adopting these 5 new B2B. Pretty.

Marketing Velocity & Full-Stack Marketing

Acquiring Minds

Or would it be preferable to be called a Full-Stack Marketer ? recent post in Geekwire by Marcelo Calbucci talks about the unique skills of a Full-Stack Marketer for tech start-ups. The head of marketing at Uberflip followed with his perspective on  Uberflip’s blog. What defines a start-up, is what defines the marketer.

Marketing Velocity & Full-Stack Marketing

Acquiring Minds

Or would it be preferable to be called a Full-Stack Marketer ? recent post in Geekwire by Marcelo Calbucci talks about the unique skills of a Full-Stack Marketer for tech start-ups. The head of marketing at Uberflip followed with his perspective on  Uberflip’s blog. What defines a start-up, is what defines the marketer.

Channel Partners don’t want to generate leads

Acquiring Minds

Generating new business is the keystone for tech companies.    Most large tech organizations sell primarily or completely through channel partners.  In turn, the channel arm of a tech organization allocates significant resources to lead generation programs for channel partners. Unfortunately many channel partners experience challenges generating leads in tandem with their technology partners.

Channel Partners don’t want to generate leads

Acquiring Minds

Generating new business is the keystone for tech companies.    Most large tech organizations sell primarily or completely through channel partners.  In turn, the channel arm of a tech organization allocates significant resources to lead generation programs for channel partners. Unfortunately many channel partners experience challenges generating leads in tandem with their technology partners.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Marketing. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this. marketing technology into a seamless process. YOUR CONTENT MARKETING IN 2015.

Channel Partners don’t want to generate leads

Acquiring Minds

Generating new business is the keystone for tech companies.    Most large tech organizations sell primarily or completely through channel partners.  In turn, the channel arm of a tech organization allocates significant resources to lead generation programs for channel partners. Unfortunately many channel partners experience challenges generating leads in tandem with their technology partners.

Why team on Lead Generation in the Channel?

Acquiring Minds

B2B marketing channel lead generation sales B2B lead generation Channel Marketing Lead generation is fraught with challenges for most organizations. Yet, most technology vendors look to their channel partners to create demand.    This teaming of two independent organizations to generate leads adds another layer of complexity. So why do so? Photo Credit.

Why team on Lead Generation in the Channel?

Acquiring Minds

B2B marketing channel lead generation sales B2B lead generation Channel MarketingLead generation is fraught with challenges for most organizations. Yet, most technology vendors look to their channel partners to create demand.    This teaming of two independent organizations to generate leads adds another layer of complexity. So why do so? Photo Credit.

Collaborative Selling in the Channel

Acquiring Minds

Tech vendors offer partners a menu of marketing programs and tactics that enable partner to generate leads without the tech vendor participating in the calling.    Like many tech organizations, Microsoft and Cisco enable thousands of their partners to create lead generation programs through self-service marketing portals. The imperative for technology companies is to grow fast.

Definitive Guide to Planning a New Content Initiative

THE DEFINITIVE GUIDE 1 THE DEFINITIVE GUIDE 2 Introduction For the last decade, DivvyHQ’s founders have been helping the world’s leading marketers. In today’s noisy digital world, it’s more important than ever that marketers have a well- defined strategy for each content initiative. Unfortunately, it’s not all that uncommon for marketers to. In that time, we’ve. the “what”.

Collaborative Selling in the Channel

Acquiring Minds

Tech vendors offer partners a menu of marketing programs and tactics that enable partner to generate leads without the tech vendor participating in the calling.    Like many tech organizations, Microsoft and Cisco enable thousands of their partners to create lead generation programs through self-service marketing portals. The imperative for technology companies is to grow fast.

Segmentation for the Nation

Acquiring Minds

In earlier post entitled the Top Five Reasons to use Segmentation , I wrote about the importance of segmentation in B2B marketing. As time and resources allow, your goal should be to start mixing in other sources of data.   The risk of using only your data is that your company’s experience may be very different from general marketing conditions and your analysis may be skewed.

Why team on Lead Generation in the Channel?

Acquiring Minds

B2B marketing channel lead generation sales B2B lead generation Channel Marketing Lead generation is fraught with challenges for most organizations. Yet, most technology vendors look to their channel partners to create demand.    This teaming of two independent organizations to generate leads adds another layer of complexity. So why do so? Photo Credit.

Messaging Maximus for Lead Generation

Acquiring Minds

Buyers react negatively not because lead generation and outbound marketing interrupts their day but because the message is not appropriate and brings no value. Tags: buyer behavior demand generation lead generation messaging outbound marketing trigger marketing Or the telesales call that is the same for every conversation and simply asks: are you buying? Related Posts.

Content Marketing Playbook: Strategy and Roadmap

planning for a future in which GE would be a publisher, not just a marketer. redefine the role of marketing,” Comstock reflected in. When you hear marketing, most people. more we expect from marketing. sure that marketing has been redefined as innovators. in their content marketing journey, GE went above and beyond in their. successful content marketers. B.

The Moment of Truth for Sales

Acquiring Minds

For B2B marketers that key point is the response generated from a marketing effort through direct, online or social media marketing. Tags: B2B marketing Sales 2.0 The moment of truth arrives when a prospect is engaged in a meaningful interaction with your organization. Buyers don’t find value in sales discussions.  SaaS, hosted solutions). Related Posts.