B2B Lead Generation Blog

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

B2B Lead Generation Blog

Startling as it may seem, recent research (and even studies from 20 years ago) shows that longer-term leads (future opportunities), often ignored by salespeople, represent almost 40 to 70% of potential sales. Tweet Lead generation can take you on a long hike. The one thing I can guarantee you about the journey is that more is not better if you don’t know how to nurture. The Can we afford it?

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

Many “leads” are actually still early in the buying process and are conducting general market research. Based on your company’s value proposition research, ask questions that show you understand the challenges your prospects face. Tweet Ask most executives and marketers what salespeople need to sell in this economy, and they will say one thing: more leads. challenge.

Lead Generation via Influencers and Experts in 4 Steps

B2B Lead Generation Blog

Step 2: Focus — Research them, their companies and their clients or customers. As you build your lead generation program, your experts may be interested in codeveloping white papers, special research reports, articles and even events with you. Most of us know this as influencer marketing , aka influence development. Testing and refining your messaging and value proposition.

Lead Nurturing in 6 Simple Steps

B2B Lead Generation Blog

Marketing Research Chart: The ROI of lead nurturing [MarketingSherpa chart]. 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 is pretty easy to understand, but hard to execute when you have little time or budget. Volumes could be written about each bullet point. Step #1. Step #2.

Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. Testing and Optimization 33 Content Methodology: A Best Practices Report This report is based on research and a methodology by. case studies, research from Altimeter Group, and external. sources such as company websites, industry publications, and secondary research. Content. Methodology: A Best. All rights reserved.

Lead Nurturing: Unique tracks and impactful tests

B2B Lead Generation Blog

Marketing Research Chart: The ROI of lead nurturing [MarketingSherpa chart]. Marketing Research Chart: Messaging tactics for effective lead nurturing [MarketingSherpa chart]. Think relevance. This is the essence of lead nurturing. Lead nurturing is based on relevance, and what is relevant differs — even slightly — from person to person because we all have unique needs and motivations.

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

B2B Lead Generation Blog

Marketing Research Chart: SEO most effective tactic for lead gen, but also among the most difficult [MarketingSherpa chart]. Tweet It’s a new year, and you’re likely kicking off marketing and lead generation programs to drive more new leads for 2015. Most new leads go nowhere. It’s not about more leads; it’s about doing better with the ones you already have. Here’s how. million.

Introduction to Lead Management

B2B Lead Generation Blog

Of the 1,745 marketers surveyed, the research showed the following: 68% of study participants have not identified their Sales and Marketing funnel. 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. Lead management defined.

Lead Nurturing: Why good call scripts are built on storytelling

B2B Lead Generation Blog

The MECLABS research team hypothesized the follow-up section, or part 3 in the control, was buried too deep in script and should be moved up in the treatment. Tweet In teleprospecting, it’s not just about what you “ask” prospects; it’s about when you ask them. This is where a lot of teleprospecting gets it wrong. Breaking down your script into sections can help you diagnose problems.

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

Direct mail examples: personal letters, dimensional mailers, books, post cards, newsletters, press releases, white papers, event invitations, research reports, case studies, success stories and third-party articles. Email examples: links to by-lined articles, blog posts, links to third party articles, case studies, press releases, white papers, e-newsletters, event invitations, archived event links, research reports, blogs, success stories, video, podcasts, third-party articles and website content. Marketing Research Chart: The ROI of lead nurturing [MarketingSherpa chart].

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

B2B Lead Generation Blog

Marketing Research Chart: SEO most effective tactic for lead gen, but also among the most difficult [MarketingSherpa chart]. Tweet To kick off the new year I’m sharing 15 ideas on improving your lead management. As you’ll see this series isn’t just about getting more leads, but about generating better and higher quality of leads. Use a single voice when communicating with leads.

Evangelizing a Content Marketing Program

numbers, as Altimeter explains in their excellent “Cul- ture of Content” research report: “Companies that evangelize, reinforce, and institution- alize the importance of content throughout and beyond. Those numbers aligns with our own research from. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 4 II. The hotel giant.

Lead Generation: Content among the most difficult tactics, but also quite effective

B2B Lead Generation Blog

Until that time comes, be the resource that they go to while researching solutions to their problems. – Jen Picard, Marketing Director, Bright.com. Counting in: Solid keyword research. Tweet To determine the most used lead gen tactics, and map that to their effectiveness and difficulty, we asked the following questions in the MarketingSherpa 2012 Lead Generation Benchmark Report …. Q.

Lead Generation: Does your teleprospecting deliver value to prospects?

B2B Lead Generation Blog

In fact, a lead generation Research Partner of ours at MECLABS wanted to discover new strategies to increase engagement and encourage deeper conversation. Primary Research Question: Which voicemail script will generate the most lead responses? Tweet Lead generation teleprospecting is the art of acquiring sales-ready leads for a sales staff. Do you deliver value and mitigate anxiety?

How the Halo Effect Drives Lead Generation

B2B Lead Generation Blog

We see the halo effect demonstrated in places like the  Harvard Business Review , where it’s quite common to see business executives collaborate on papers with a professor or sponsor research projects. 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:

A/B Testing: How adding a second CTA increased clickthrough 291%

B2B Lead Generation Blog

To answer that question and more for one B2B SaaS nonprofit, Jon Powell, Senior Executive Research and Development Manager, MECLABS Institute, worked with Shari Tishman, Director of Engagement, and Lauren Wagner, Senior Manager of Engagement, both of VolunteerMatch. Primary Research Question: Which call-to-action variable cluster will achieve the highest contact page conversion rate?

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

212 6 14 © 2015 Forrester Research, inc. Research, inc. Citations@forrester.com or +1 866-367-7378 Forrester Research, inc., 60 acorn Park Drive, Cambridge, Ma 02140 USa +1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com table of Contents The Digital Age Raises The Importance Of. in our research, one thing. Analyst Inquiry ask a question related to our research; a.

3 Factors that Connect Value Prop to Prospects

B2B Lead Generation Blog

But here a hint: A little research on your existing customers will also help you understand some common prospect motivations for your offerings, and you may even discover a few patterns you never knew existed. To put this into perspective, take a few moments and ask yourself, “Do I clearly and succinctly state the core value proposition of the product or service that I am marketing?”.

Content Marketing: 4 stages to mapping your content strategy

B2B Lead Generation Blog

While each industry will vary, research has found four key milestones most lead nurturing processes have in common. Marketing Research Chart: Which channels do your peers produce content on? 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.

B2B Marketing: 3 simple tips for creating PPC ads

B2B Lead Generation Blog

Overall, one thing I’ve seen in my experiences in working with our Research Partners is the basics of copywriting are often a first casualty in PPC ad design. Marketing Research Chart: What is the biggest B2B marketing challenge? Tweet When it comes to PPC ads, writing copy with limited headline and description character spaces can be tough. Tip #1. Highlight your value proposition.

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Lead Gen: A proposed replacement for BANT

B2B Lead Generation Blog

Before asking them questions, do some research on LinkedIn to see if it sounds like they are responsible for what you sell. For example, you might say, “We have some new research that marketing executives faced with lead follow-up and lead conversion challenges find very helpful. Another 17% ask budget-related questions. It’s time to move BANT methodology into retirement. And so on.

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Content Marketing Playbook: Strategy and Roadmap

STEP TWO: As you spend time researching each publisher’s ap- proach to content, make a list of: • Audience types those publishers are targeting. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I.

Lead Generation: The power of copy

B2B Lead Generation Blog

But, before we dive in, here are the research notes to add a little context around the testing. Primary Research Question: Which form messaging will result in the most leads? Tweet Words matter. Words inspire. Words are influence. One of my greatest inspirations in copywriting has always been Rudyard Kipling because he understood the true power words possess. Approach: A/B split test.

15 Tips to Generate More Leads in 2015 (Part 2, featuring tips 6-10)

B2B Lead Generation Blog

One MECLABS research partner worked with an outside publisher to develop educational webinars and brought in some editorial support to help them develop some thought leadership pieces that didn’t focus on products or sales. They paid a fee to repurpose the research and shared it with their target audience. Define lead nurturing — and which leads you should nurture. ” 8.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

Ecommerce Research Chart: Overall conversion rates [MarketingSherpa Chart of the Week]. Tweet The ultimate goal of B2B marketing and lead generation is to help the sales team sell. Marketers spend a lot of time and effort creating inbound leads but struggle getting those leads to convert into customers after they hand them off to sales. As I talk to marketers about their lead generation results, I often hear statements like, “We’re generating lots of leads, but they aren’t converting” or “We need to increase lead quantity” or “We need to generate more qualified leads.” Use your manners.

Email Marketing: 4 steps to relevancy 85% of B2B businesses probably aren’t taking

B2B Lead Generation Blog

discussed this with my colleague Daniel Burstein, Director of Editorial Content, MECLABS, and he agreed with my concern and related a conversation he had with one of our company’s Research Partners. Tweet Email marketing is a mature marketing tactic, yet I don’t believe B2B organizations are capitalizing on its potential to generate leads. What is the pain they’re trying to ease?

Staffing and Launching Your Content Marketing Program

CREATE EN G A G E. O P T IM I Z E ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY18 QUICK HITTER 250–500 words to introduce breaking news, research, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. Introduction 3 II. 200,000 readers. night.

Lead Capture: How undermining value impacts conversion

B2B Lead Generation Blog

In this B2B Lead Roundtable Blog post, we’ll examine a recent experiment in which the MECLABS research team explored how undermining the value you offer prospects can potentially impact your conversion. Primary Research Question: Which page will obtain the most form submissions? Background: An addiction and mental health rehabilitation facility. Approach: A/B multifactor split.

Marketing Automation: Lessons from 4 case studies

B2B Lead Generation Blog

Crain’s Business Insurance is a trade publication that faced the challenge all publications are undergoing right now with declining advertising revenue, but at the same time, its industry customers began buying up-front research and content. Tweet Marketing automation technology has become an indispensable tool in the complex sale marketer’s arsenal. Lead generation, lead nurturing and determining the time for the handoff to Sales would be extremely difficult without that technology. Scalability. Integration with the new CRM system. Results? In this case study, Managed Maintenance Inc.

Mobile Marketing: What 4 top B2B companies can teach us about mobile

B2B Lead Generation Blog

Avaya recognizes visitors are using the mobile platform differently and likely more for research purposes than for actual transactions. 2. This is important considering recent research reveals 31% of a U.S. Tweet We all are hearing time spent with mobile devices will surpass time spent with desktops. It won’t be too long before it starts happening in the B2B world.

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Social Media Marketing: 6 tips for running a valuable LinkedIn group that attracts prospects

B2B Lead Generation Blog

For research, I posted several questions to the group, including, “What issues turn you off when you join a LinkedIn group?”. Skotidas, along with Brooke Bower, a MECLABS senior research analyst who was charged with helping establish the B2B Lead Roundtable, share their insight on how to build a spammer-free LinkedIn group your prospects and influencers will be eager to participate in: 1. 

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

Lead Generation: Who knows the customer better – Marketing or Sales?

B2B Lead Generation Blog

Keyword strategy research. Marketing Strategy customer research Sales sales marketing alignment Tweet I once worked with a field marketing vice president who was calm, cool and collected for every presentation she prepared for. Well, all except one. The only presentation that ever seemed to rattle her nerves – and just ever so slightly – was the annual presentation to Sales leaders, justifying her upcoming budget (and, perhaps, existence). “We talk to the customer every day…”. Let me first say, I am a huge proponent of Sales-Marketing alignment. We talk to them every day.”.

How to Use LinkedIn to Generate Leads

B2B Lead Generation Blog

When I write personal relevant emails with research I get via LinkedIn, I almost always get a response.  . 9.  Jill Konrath Research the #1 Facet of LinkedIn: Headline and Summary. Tweet You need to rethink the way you use LinkedIn. Without some of us even noticing, LinkedIn developed into a useful publishing platform and lead generation tool for marketers and sales people looking to build relationships with prospects. But if you’re looking for an easy lead source, you won’t find it here. Here are some ways to make the most of LinkedIn for lead generation: 1. or AOL.

Lead Nurturing: You can’t automate trust

B2B Lead Generation Blog

My research shows that executive buyers choose the salesperson who has been a resource and developed a trusted relationship with them regardless of their timing to buy. Marketing Research Chart: Messaging tactics for effective lead nurturing [MarketingSherpa chart]. Tweet I recently had coffee to catch up with my friend Jill Konrath and we were talking about new opportunities, ideas for the improvement of lead nurturing and I’m currently pondering my next book. As you might guess, we both experienced lead nurturing follow-up after those visits. It was fast. You might also like.

Lead Gen Tactics from 4 MarketingSherpa Case Studies

B2B Lead Generation Blog

Marketing Research Chart: Most widely used lead gen tactics [MarketingSherpa Research Chart of the Week]. Tweet Our sister publication, MarketingSherpa, publishes three weekly newsletter case studies, and in the B2B beat in particular, those weekly articles routinely feature a story covering marketers tackling lead generation for the complex sale. For this B2B Lead Roundtable Blog post, I want to offer four of those case studies published over the last couple of years addressing that very topic. If you only have a few minutes, this post provides highlights from each case study.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

Why Servant Marketing Matters

B2B Lead Generation Blog

Marketing Research Chart: Question your assumptions for true customer-centric marketing [MarketingSherpa Research Chart of the Week]. Tweet As I talk to marketing and sales leaders, I hear this reoccurring theme: “I want to do something that really matters; I want to feel what I’m doing is really making a real difference.” ” I feel the same way, but I’ve painfully learned that it’s futile to make changes outside before we make changes inside. This requires a different kind of thinking to drive a different way of marketing. Do you know of any?

Lead Generation: How to establish a connection offline

B2B Lead Generation Blog

This included those from hospitals, data centers, universities and research facilities – people who are typically swamped with daily emails. Tweet Typically, we’re the ones asking the hard-hitting questions during our MarketingSherpa webinars. But in a recent live broadcast, the roles were reversed. When’s the last time you got a personal letter at work?” The results weren’t ideal.

Why 75% of Marketers Are Experiencing Lead Generation Pain and How to Stop It Before It’s Too Late

B2B Lead Generation Blog

Marketing Research in Action: 65% of B2B marketers are not nurturing. Lead Generation lead generation Lead Nurturing Marketing research universal lead definitionTweet The precursor of change is always pain. This tells me they either. have an impressively high pain tolerance, or. have been blessed with an unusually beneficent marketplace. hope most of them are in the “B” category.

Customer-Centric Marketing: Using metaphors in your B2B strategy

B2B Lead Generation Blog

Search Marketing: Insights on keyword research and customer personas [More from the blogs]. Tweet Who are your customers? While it may be (hopefully) impossible to individually name your customers from memory, marketers need to be extremely familiar with them. Which we were certainly capable of doing,” Jacob said in his session. They just had to plot out who their customers were.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

How IntraLinks Used Social Media to Generate Twice as Many Sales-ready Leads as Any Other Channel

B2B Lead Generation Blog

Tweet Do you think social media is better for researching prospects than for attaining face-to-face meetings where deals are won and contracts are signed? If so, think again, and pay attention to the experience of Gari Johnson, Vice President Australia & New Zealand, IntraLinks. If you hear about a merger, acquisition or IPO in the news, chances are IntraLinks was involved. Company name.

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