The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click
JUNE 10, 2016
Preparation is about spending 15 minutes to understand what the company offers, its market and the competitive situation, and researching the prospect on social media. Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time.
4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)
FEBRUARY 8, 2016
They should also work with the technologist to automate certain aspects of campaigns, like email or social media. In a recent interview, I sat down with Matt Heinz to pick his brain. pitched him the question, “What makes a dream marketing team and how should a CMO build one?” Matt broke down the dream team into a few major components. the three most critical roles a CMO needs to consider.
Marketing is More than Automation
AUGUST 18, 2016
Our approach was to build a great database (of 803 hospitals) and use a multi-touch, multi-media and multi-cycle process to have discussions with the specific desired contact and multiply results for our client. Senior executives are much more responsive to a multi-touch, multi-media and multi-cycle approach and a lot less responsive to single media marketing automation campaigns. As she sat between two senior-level marketing executives for global companies Accenture and Unisys, the conversation took a fateful turn. The rest, as they say, is history. Fast forward to 2016.
The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)
MAY 5, 2015
Phone, postal letter, and social media add to the mix. This year I've been talking a lot about Nurturing. It's a critical component in the sales and marketing process; yet, most companies aren't implementing it effectively—that is, if they are at all. There were some terrific responses and I’ll share them over the course of two blogs. The impact? The welcome email. Lead Reengagement.
150 Content Marketing Tips
Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more
Q&A With Dave Stein and Steve Andersen
JUNE 24, 2016
ESR), author of How Winners Sell, and a prominent social media force—we made a conscious effort to stay in touch. A remarkable new book is changing the way that B2B sales professionals think about, approach, and serve their customers. The co-authors recently shared some insights with me about their goals for the book and its readers. Q. How did the two of you decide to collaborate on this book? A. We met and worked together at a software company many years ago, and our paths through the continuously evolving world of B2B sales and sales performance have crossed many times.
Marketing Automation is Not Marketing Strategy
FEBRUARY 27, 2014
Ruth serves as a director of Edmund Optics, Inc. , the HIMMS Media Group, and the Business Information Industry Association. We are republishing this blog by Ruth Stevens (originally run January 29, 2014) because she hits the nail on the head about marketing automation. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet. But it’s only a tool. Stevens.
Follow the Money: The Primary Responsibility for CMOs
AUGUST 11, 2015
Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization by Olivier Blanchard. Measure What Matters: Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships by Katie Delahaye Paine. Its purpose is to follow the money trail to get to the root cause of an issue. Your duties are: Establish the Brand. Generate Demand.
3 Steps for Effective Sales Lead Follow Up (none are the Hail Mary)
APRIL 28, 2015
If you find they don’t use social media very much you can be a little more traditional in your approach. The term "Hail Mary" has become generalized to refer to any last-ditch effort with little chance of success. The origins of the phrase date back to October 28, 1922, during a game between Notre Dame and Georgia Tech. This time the QB ran it in for the touchdown. Exciting when it works.
Content Methodology: A Best Practices Report
and media formats. Landscape Channel and Media. Continuous Improvement When organizations publish content, they venture into the world of media. for their audience’s attention, including major publishers and media companies. modern media landscape, the “If you build it, they will come” mindset is doomed to. Social Media • Activation across. Content. In the.
PowerOpinions: Making Lead Scoring a Success Part 3 [Expert Advice]
JULY 14, 2015
Tactically this can be easier to do within functional groups (inside sales, paid media, etc.). This is the final installment of a three-part series in response to the following question: As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results? Why did we ask? Because we care about quality leads. Part 1.
Social media ROI sucks! (Or, you can prove anything if you send out a survey)
MARCH 6, 2014
Social media marketing is now precariously ensconced as a more-or-less mainstream marketing channel. After all, content is the “fuel” that drives the social media engine, right? But things can get murky when marketers are asked to rate social media in terms of contributing to business goals. This is hardly a rejection of social media or even Facebook.
Is Anyone Leading Lead Management?
JUNE 15, 2016
Social Media Department – blog, Twitter, Facebook, LinkedIn, iTunes, YouTube and Pinterest, to name just a few. Sales Lead Management is a complicated process. It needs a leader to pull all of the competing interests and people together to work as a team. 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. Direct Marketing Agency. Digital Agencies. Telemarketing Inbound.
A Multi-Touch, Multi-Media, Multi-Cycle Strategy Multiplies Results
JULY 20, 2016
I field a lot of questions about what I call our multi-touch, multi-media, and multi-cycle strategy. You should experiment with touch cycles and media mix for your solution or service. Many of the questions I field have to do with number of touches and the types of touches we recommend to effectively nurture a prospect. Nurturing Prospects is Not Easy, Otherwise Everyone Would Do It.
Evangelizing a Content Marketing Program
brands experiencing declining social media effective- ness and came to a clear conclusion: " We’ve reached a tipping point where. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY18 Internal Audit, External Audit, and Audience Identification Many brands only audit the external media landscape. could be Hollywood, could be Bollywood, could be the traditional media. The hotel giant.
PowerViews with Koka Sexton: How to Leverage Social Media
AUGUST 14, 2013
Leveraging social media is a familiar tactic for individuals. Companies have been a bit slower than individuals in realizing the power of social media. It’s been an evolution, he says, as companies began recognizing the power of leveraging social media. Sales Managers Didn’t Want Their People on Social Media All Day. Have you written a new blog post? Stay Tuned
PowerViews with Matt Heinz: The Quality of Marketing Leads is Abysmal
NOVEMBER 12, 2013
They have more than 1,600 original blog posts on their site — a new post seven days a week — and this content drives traffic from Google and from social media. Who has control over when a sale is complete? Is it the salesperson? The marketing team? The client? Every situation is unique. Here is the entirety of our discussion, and below are some highlights. The Quality of Leads is Abysmal.
The Why, What & How of a Lead-to-Revenue Assessment, Part 1 - The Why & What
AUGUST 18, 2015
Hired a social media marketer. In today’s B2B companies, marketing and sales alignment is critical to success. Proper alignment is the result of a documented, effective, efficient and measurable process for capturing, engaging, nurturing, managing and converting leads into customers. Treating the symptoms of poor revenue performance is not going to make it better. Added an SDR team.
Power Opinions - Experts Select Top Three Social Media Tools
JULY 10, 2013
We have had over 30 PowerViews interviews in the past year and I thought it would be fun to ask our PowerViews alumni a question about social media. The question was: What are the top three social media tools (ranked in order) and why? Fourteen responders listed twenty total social media tools: I was surprised that only nine listed LinkedIn (though Jonathan Farrington listed it on the top, middle and bottom of his list of three—I only counted it once). never thought of it as a social media tool until Bob Perkins, AA-ISP listed it, but he is right. Four listed blogs.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
fully formed media company. from traditional media outlets. energy drinks or dishwashers to legacy media giants. as media company.” According to PQ Media’s “Global. important media topic of 2015. social media, brands and publishers alike have had. media operation. traditional media publishers, writing great articles or filming. little.
Lead Nurturing: Triple Your Marketing Return
JUNE 2, 2016
Additional contact using multiple touches and multiple media—including phone, voicemail and email—across multiple cycles is well worth the time and expense. Nurture leads until they’re ready to turn over to sales is the sixth of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. In the last blog in this series we discussed how to keep leads from being ignored and going into a black hole by using something I call the judicial branch. True Nurture Opportunities.
Sales Lead Management Leads to the Most Efficient Media Buy
FEBRUARY 18, 2015
Few companies get by on their good looks—although the engineering department would like to think that the pure genius and word of mouth about your product is enough to sell it. In their opinions marketing is not needed. Well, I hate to break it to them, but without marketing the majority of companies will either fail or fail to reach their full potential. Sales Leads Sales & Marketing Management
The Problem with Inbound Leads - A Sales Rep's Perspective (& Solution)
MARCH 20, 2014
The webinar was called, "The Future of Social Media." Which is relevant when you''re selling social media management software. Think about who uses social media management software? But, who wants to watch a webinar on the "Future of Social Media"? Just about anybody curious in the social media industry. You know when you get excited about new inbound leads. Then when you call them, all you hear is "not interested", "just researching", "not involved", "not a decision maker" etc. And you soon realize you are completely wasting your time. However. Right? Right?
PowerViews with Chad Burmeister: Sales is More Scientific Nowadays
DECEMBER 10, 2013
That kind of video can be shared on social media, generating buzz about your company. Field sales is flat while inside sales is up 20 percent in the last few years. That’s part of the new landscape, and so is the ubiquitous use of technology. Here is the full video of our discussions and below are some highlights. Sales is Getting Scientific. Sales Tools to Leverage LinkedIn. By Dan McDade
Study: How Much of Your Content Marketing Is Effective?
Terms like native content, brand publishing, and owned media are set to evolve. to be tackled if brands want to compete with traditional media. excluding social media posts)? people just for their media house. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? 700 content marketers.
Lead Generation Lies That are Wreaking Havoc with Your Sales
JANUARY 9, 2014
Social Media Marketing is an effective lean gen channel for B2C but not as much for B2B. Last August I wrote a blog for Top Sales World titled “Lead Generation Hogwash: The Top 7 Lies.”. detailed 7 lies to be aware of to avoid a lead generation disaster (read the blog for the specifics): Any list will do. Voicemails are a waste of time. Outbound calling is interruption marketing. Write it and they will come. Automated systems accurately score (prioritize) leads. Give up after 1 – 2 calls. You are better off calling someone who actually wants to talk with you. form completion is a lead.
PowerViews with Jamie Turner: Mobile Marketing Leads the Way
APRIL 30, 2013
He is a regular guest on CNN and HLN on the subject of marketing and social media and is an internationally-recognized keynote speaker for corporations, events and trade shows around the globe. He is also the co-author of How to Make Money with Social Media and Go Mobile a best-selling mobile marketing book. In his experience sales and marketing typically leads the economy.
Youth, Lead Quality, Social Selling, Inside Sales and Outbound Marketing
MARCH 13, 2014
Social media and inbound sales are like the icing on the cake, she said. The cake still consists of the tried and true standby media channels. Each quarter I review my recent PowerViews shows and select one outstanding talking point from each expert (five this past quarter) who joined me. Their comments will surprise and enlighten you. The interviews are available on our blog and YouTube channel. In the blogs each interview is broken down into smaller segments that allow you to watch brief clips around a specific topic. They especially want to know about their job performance.
PowerViews with Ruth Stevens: The Science (not the art) of Marketing
FEBRUARY 11, 2014
Social media and inbound sales are like the icing on the cake, she said. The cake still consists of the tried and true standby media channels. The amount of data available to marketers today can be overwhelming. Ruth has held high level marketing positions at Time Warner, IBM and Ziff Davis. Here is the full video of our entire chat and below that, some highlights. Stay Tuned.
B2B Marketing Trends for 2016
Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media. He writes about content and social media. B2B Marketing.
PowerViews with Ardath Albee: Sales Reps Need to Get ‘Content CliffsNotes’
OCTOBER 1, 2013
Social selling is all about nurturing, because every time you come into contact with a prospect—via Facebook, Twitter, LinkedIn or some other social media — you have to nurture the relationship. It doesn’t develop naturally; it takes work. Once you have established a relationship with a client, you must maintain the relationship. Move Toward Customer Retention. Twitter: @ardath421.
The Top 8 Takeaways from Social Media Guru Paul Gillin’s FIR B2B
MARCH 27, 2014
Co-hosts Paul and Allan tee up the show by discussing several hot news items relevant to the B2B market - Here’s what they noshed on, on Episode #5: According to the latest CMO Survey, 85% of CMOs either have not shown any impact from social media spending or have only a qualitative sense of its effectiveness. About the hosts: Paul Gillin is a veteran technology journalist and a thought leader in new media. He is the author or co-author of five books, including Social Marketing to the Business Customer(2011), the first book devoted entirely to B2B social media marketing.
B2B Prospecting Data Just Keeps Getting Better
DECEMBER 17, 2013
Ruth serves as a director of Edmund Optics, Inc. , the HIMMS Media Group, and the Business Information Industry Association. The most reliable and scalable approach to finding new B2B customers is outbound communications, whether by mail, phone or email, to potential prospects, using rented or purchased lists. Self-identifying keywords used on the company website (ALC). Stevens.
PowerViews with Tony Zambito: Buyer Predictability
MAY 7, 2013
Tony feels that, due to social media collaboration, even the standard labels for the players are becoming a bit outdated. My guest today is Tony Zambito. In 2002, Tony established the first buyer persona research methodology designed specifically for B2B marketing and sales. Understand the Buyer''s Backstory. Study Lead Behavior. You''ll be far more successful in generating leads.
Content Marketing Playbook: Strategy and Roadmap
rise as a media powerhouse in its own right. media platform are all extremely valuable. Primary source of understanding is through sur- face-level media reports. investment media and financial advisors. source of information is specialized investment media and financial. The media landscape is crowded and. digitally native media companies. publisher.”
PowerViews with Kyle Porter: How Can You Sell If You’re Always On?
OCTOBER 29, 2013
They’re on social media so that you don’t always have to be. There’s no silver bullet in sales, he said, but one of the biggest mistakes people make is to create content — a blog, a slideshow, a video interview — and not share it wisely and effectively on social media. I’m a follower of SalesLoft, where Kyle Porter and his team consistently produce a phenomenal list of targeted leads.