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31 Tips for Improving Sales and Marketing Lead Generation Alignment

B2B Lead Generation Blog

Tweet More often than not, there seems to be a disconnect between Marketing and Sales. How does your sales team perceive the leads Marketing produces? Marketing gives us leads? Sales and Marketing often believe they are working together, but I’ve found collaboration takes more than annual, quarterly or monthly meetings. Improve sales tools and marketing materials.

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

This is hugely important because most marketers rely on email as their No. Read more on Email Marketing: 3 lead nurture paths you should automate. Be sure to add this information to your marketing data often so that you can easily define your target segments based on these indicators. Digital Marketing: Be relevant, data-driven and precise [More from the blogs].

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. The best marketers don’t rely on one specific tactic to generate leads. The best way to build this concept is to approach your marketing strategy in the same way a portfolio manager would approach a mutual fund. The difference?

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

What are their questions with each marketing touch point? Read “ Content Marketing Tips for Lead Nurturing ” for ideas on content to use. Think of your marketing team as trail guides who will need to point out all the sights along the way that are useful in the decision-making process. Content Marketing Tips for Lead Nurturing  [More from the blogs]. Can they prove it?

150 Content Marketing Tips

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

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. Create a marketing funnel . challenge.

The Most Important B2B Marketing Metrics for CEOs

B2B Lead Generation Blog

Tweet CEOs expect their marketing leaders to provide metrics and be accountable in meeting their numbers, just like their expectations for sales leaders. Oftentimes, CEOs’ marketing leaders only have various activity KPIs and some squishy metrics, such as brand recognition. Thus, their marketers are constantly reminded that more leads are needed, as fast as possible.

Lead Nurturing: What it is, and what it is not

B2B Lead Generation Blog

Tweet Building on my post last week , I was reminded of a conversation I had with a marketer who was meeting with her new boss to explain the need for a new lead nurturing strategy. The problem was that her boss felt their current integrated marketing campaigns qualified as lead nurturing. Starting to get my point? Pretty, well-designed fluff is not going to “feed” your prospects.

Email Marketing: 3 lead nurture paths you should automate

B2B Lead Generation Blog

Tweet Marketing automation can help you manage lead nurturing efforts in a complex marketplace. In today’s B2B Lead Roundtable Blog post, we’ll look at three lead nurture tracks you should automate to aid your email marketing efforts from a MarketingSherpa Lead Gen Summit 2013 presentation featuring Keith Lincoln, Vice President of Marketing, SmartBear. Path #1. Path #2.

Inbound Marketing: How a B2B company used a content marketing strategy to improve customer experience

B2B Lead Generation Blog

Tweet Inbound marketing is typically a term reserved for B2C companies striving to draw customers in with flashy social media campaigns, witty tweets and beautiful infographics. Starting off, attracting the right people and the speaking to the right audience is essential in a B2B inbound marketing campaign. Content Marketing Tips for Lead Nurturing [More from the blogs].

Lead Nurturing in 6 Simple Steps

B2B Lead Generation Blog

Tweet What’s the quickest, cheapest way to implement lead nurturing? I get that question frequently when I talk to marketers about lead nurturing. Lead nurturing can be executed without expensive marketing automation tools; there are plenty of simple, low-cost platforms to start off with. Lead nurturing is not a single marketing campaign. In fact, they have been. Step #1.

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.

Lead Generation via Influencers and Experts in 4 Steps

B2B Lead Generation Blog

Most of us know this as influencer marketing , aka influence development. Influencers feel the pulse in the marketplace, and you can learn how you’re perceived and what messaging works in the market by talking to people who live and breathe within each space. Amplify Your Content Strategy with Influencer Marketing [Via Convince and Convert]. Remember, less is more.

Where’s the Passion in B2B Marketing?

B2B Lead Generation Blog

It’s been an amazing experience, and I’ve loved meeting leaders in sales and marketing from all over the world and being part of this community. think the answer is passion. I’ve been thinking about passion and what role it plays in our careers as marketers and leaders. I’ve been wondering about things we marketers don’t often talk about — our hearts.

How to Put the Customer First in Lead Generation

B2B Lead Generation Blog

As marketers, we have more ways to observe our customers behavior and can leverage tools like marketing automation, Web analytics and CRM systems to help us manage all this complexity. Sadly, I’ve found that marketers don’t talk directly with the very people they are reaching out to with lead generation messages. Tweet Putting customers first in lead generation.

Lead Nurturing: Unique tracks and impactful tests

B2B Lead Generation Blog

Paradoxically, the most “unique” nurturing tracks are the most basic and have been executed long before the concept of lead nurturing ever existed: where a sales, marketing or customer service professional sends a prospect information focused specifically on meeting the client’s need. Without relevance, lead nurturing becomes just another marketing campaign. Think relevance.

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.

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. MarketingSherpa captured some of the key lead management issues in the 2012 B2B Marketing Benchmark Report. Marketing automation alone doesn’t equal lead management .

15 Tips to Generate More Leads in 2015 (Part 1, featuring tips 1-5)

B2B Lead Generation Blog

Tweet It’s a new year, and you’re likely kicking off marketing and lead generation programs to drive more new leads for 2015. Often, it’s because Sales and Marketing have not agreed on a true lead definition and have not created a joint process for finding who’s ready to buy and building relationships with those who aren’t. Create a marketing funnel, not just a sales funnel.

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

No plan for consistency. I’ve found that many marketers get stuck on not having enough good and effective lead nurturing content. lead nurturing program can leverage existing investments that you have made in other marketing efforts such as trade shows, webinars, direct mail, PR and other marketing collateral by repurposing the existing content. One marketing consultant purchased bulk copies of my book (and shipped them to me to autograph; I happily obliged) and mailed an autographed book to each of his clients and top prospects. What can you send via email?

5 Ways to Deal with Change for Successful Marketing

B2B Lead Generation Blog

Tweet As marketers, we deal with a lot of change. The B2B marketing world is exploding with touch points, channels and marketing technology, just to name a few blasts of change. According to Adobe’s Digital Road­block report , published earlier this year, “64% of marketers expect their role to change over the next year, and over 81% expect changes over the next three years.”

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Advocate Marketing Creates B2B Customer. Relationships That Last A Lifetime Focus On People, Not Companies, To Increase Advocate Engagement by Laura Ramos September 28, 2015 FoR B2B MaRketing PRoFeSSionaLS FORREsTER.COM key takeaways Customer Testimony Helps B2B Attract. Advocate Marketing Extends The Reach And. to make advocate marketing pay off. engage with peers.

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. The best marketers approach their work like a portfolio manager would run a mutual fund. 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.

Lead Nurturing: Why good call scripts are built on storytelling

B2B Lead Generation Blog

As a consequence, how you arrange the story your marketing efforts will make the difference between delivering information of true value, or just another frustrating sales pitch prospects don’t want to hear. Digital Marketing: How to craft a value proposition in 5 simple steps [More from the blogs]. Email Marketing: Do you test your legacy marketing? The “ask”.

B2B Content Marketing: Find the bigger story

B2B Lead Generation Blog

” Joe Pulizzi, Founder, Content Marketing Institute, has heard this issue from a lot from B2B marketers. “If you really want to get into content marketing, you have to realize the golden rule is: Your customers don’t care about you, they don’t care about your products … they want a solution,” he said. No exciting stories to tell?” You might also like.

15 Tips to Generate More Leads in 2015 (Part 3, featuring tips 11-15)

B2B Lead Generation Blog

Market to the role, not the title. Have a clear hand-off process between Marketing and Sales. The point at which Marketing hands a lead off to Sales is like a relay race — it’s important to keep moving fast without dropping the baton. It’s important to document the process so that both sales and marketing can track all steps and evaluate the process objectively.

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.

Lead Nurturing: How a social business strategy can help you move from selling to helping your prospects

B2B Lead Generation Blog

According to Todd, social media, social media marketing and social business are three very distinct concepts. Social business is really how do you take all of those concepts of social media, all of the things you’ve been doing around social media marketing, and define them against business outcomes for your organization,” Todd explained. So, what is social business exactly? Tip #1.

Social Media Marketing: Dell reveals how it turns thousands of brand detractors into fans

B2B Lead Generation Blog

Margetic said your business can achieve similar results – just start paying attention to what is being said online about your business and industry.  By doing so, in addition to having a chance to recruit some brand converts, you’ll acquire what you need to develop a core marketing strategy: You’ll identify who is talking about you – the influencers. ” For example:   [link].

Content Marketing: 4 stages to mapping your content strategy

B2B Lead Generation Blog

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.

B2B Marketing: 3 simple tips for creating PPC ads

B2B Lead Generation Blog

Your PPC ads should be focused on answering the central question that is at the heart of all your marketing: “If I am your ideal prospect, why should I click on your PPC ad instead of your competitors’?”. Delivering a marketing message that communicates value in less than 100 characters is difficult, but it’s not impossible and absolutely necessary. Tip #1. Tip #2. Tip #3.

PPC 125

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.

Email Marketing: 3 simple steps for building customer personas

B2B Lead Generation Blog

Tweet Getting the right content to the right people continues to be a challenge in B2B marketing according to Byron O’Dell, Senior Director of Demand Management, IHS, who recently spoke at MarketingSherpa Email Summit 2014. Initially we got the Marketing and product folks together and we [asked] what types of people are buying our products,” Byron said. Step #1. Step #2.

Lead Generation: How to speak the language of your prospects

B2B Lead Generation Blog

Ultimately, Keith knew that by offering a quality free trial product, users would become loyal customers and tell their friends about it – all of the emails and encouragement from the marketing department wasn’t necessary to convert free trial users to customers. Customer-centric Marketing: Using metaphors in your B2B strategy [More from the blogs]. You may also like.

The Domino Theory of B2B Content Marketing

B2B Lead Generation Blog

That approach works well for the short time someone is engaging your landing page or other marketing medium, but what about longer time horizons common to complex B2B sales? Let me illustrate the answer with a case study where I first learned about what I will refer to as the “domino theory” of content marketing. have seen this domino theory of content marketing repeated many times.

Marketing Automation: Lessons from 4 case studies

B2B Lead Generation Blog

Tweet Marketing automation technology has become an indispensable tool in the complex sale marketer’s arsenal. Luckily, for B2B marketers there is a wide range of marketing automation options out there from relatively simple solutions that help streamline email marketing to full-blown packages that seem like they do everything but automate the lights and thermostat at the office. Case Study #1 – Marketing Automation: 200% increase in lead volume for software company after implementation. Scalability. Integration with the new CRM system. Results?

What is Predictive Marketing?

Predictive marketing = predictive demand generation + predictive scoring

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. Qualify all marketing leads as sales-ready before the hand-off. If that relationship were a baton, there would be a point in time when both Marketing’s and Sales’ hands are on the baton and you are making that introduction. Leverage this.

How the Halo Effect Drives Lead Generation

B2B Lead Generation Blog

You may want to co-market an event and share the attendees list. Inbound Marketing: Tech brand increases online sales 271% with original content and influencer outreach [MarketingSherpa case study]. Tweet Building upon my post from last week , I was reminded of an important lesson I learned on influence that’s served me my whole life. You might also like. Essential Guide to PR 2.0:

Lead Generation: Does your teleprospecting deliver value to prospects?

B2B Lead Generation Blog

After all, the knowledge you acquire can be applied to several facets of your marketing efforts, including what you emphasize online. The first thing to consider when launching a lead gen teleprospecting campaign is to make sure that your value and anxiety relief efforts are geared toward your target market. Email Marketing: Do you test your legacy marketing? Results.

Lead Generation: 2 simple tips to determine cost per lead

B2B Lead Generation Blog

Not so much. I say this because when you factor the associative costs to create content, market and solicit to those leads, the true price is likely much higher. Fostering Sales-Marketing Alignment: A 5-Step Lead Management Process [Case study]. Why the Term “Marketing-Qualified Lead” Creates Serious Confusion – Part I [More from the blogs]. Even then, how much? Tip #1. Tip #2.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Lead nurturing via email series and content marketing

B2B Lead Generation Blog

Today, I’m going to highlight one case study —  Email Marketing: 133% ROI for B2B’s first-ever lead nurturing program  — on a lead nurturing program launched by Crowe Horwath , a public accounting and consulting firm. Once the program launched, both Marketing and Sales met to review the newly nurtured leads and discuss how the program was performing. Background on the campaign.

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