Reputation to Revenue

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Customer references and solutions marketing: Building blocks for business impact

Reputation to Revenue

Not surprisingly, sales people selling solutions say that customer references are their most valuable tool. ITSMA has found this repeatedly in sales studies. Similarly, a recent internal study by a very large technology solutions provider found that their sales people said customer references were absolutely essential for selling new strategic solutions. Benchmarking the Best.

Is sales enablement dead?

Reputation to Revenue

Sales Enablement is a huge topic in B2B these days. You can spend all day every day and still barely scratch the surface of all the dialogue, debate, and events exploring the "real" meaning of sales enablement, who is doing it well, what tools are most useful, and how social media will revolutionize the whole process. Sales enablement is a big area for investment. Indeed not.

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The lure of cheap content in B2B marketing

Reputation to Revenue

Or, perhaps most common of all, marketing content that is simply ignored by sales before it even has a chance to reach customers and prospects.  An article in MediaWeek on content mills like Demand Media and got me thinking about the dangerous lure of cheap content in B2B marketing. The mills themselves are mainly a B2C issue (at least for now!).

B2C 17

Marketing to key accounts: It's all about the relationships

Reputation to Revenue

Sales people tend to be extremely protective of their accounts. It's an obvious point, but how often do we produce marketing content, organize events, and build sales tools without being grounded in those direct relationships? It's no wonder sales people ignore so much of our carefully crafted work. The marketing folks certainly understand this. So, what do we do about it?

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Evangelizing a Content Marketing Program

50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. All rights reserved.

Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

Absent good answers, thought leadership initiatives quickly fall prey to more traditional priorities around lead generation and sale support. The irony, of course, is that good thought leadership has increasingly become a prerequisite to making lead generation and sales support actually work with high value deals. Absent something interesting to talk about related to core customer issues, would-be buyers pay little attention to straight-on sales pitches. How should we produce and package thought leadership content? How should we promote it? How can we measure success?

Social media and thought leadership: The virtuous circle for B2B marketing

Reputation to Revenue

Conversation and communi ty: The old broadcast mode of thought leadership assumed a straight line from polished publication to customer inquiry to sales presentation. As B2B marketers invest more money and time in both thought leadership and social media, they risk missing a great deal of potential benefit they can achieve by bringing the two together in a holistic way. Make sense?

The four engines of B2B marketing success

Reputation to Revenue

The existing program has been pretty traditional, focusing mostly on collateral, events, advertising, and direct support for the sales team. No longer can we focus on just the early stages of generating leads and then throw them over the wall to sales. Four Engines for B2B Marketing Success . Get each of the engines humming smoothly and results are sure to follow. What do you think?

HP backs solutions rhetoric with org change and investments

Reputation to Revenue

As a result, we see companies promoting "solutions" that are really just bundles of existing products and services, launching marketing programs that neglect real customer needs, and falling back on the old feature-function approach to sales that customers long ago rejected. We've done this in sales, in field marketing, and in solutions planning and marketing. On the sales side, HP has added a new layer of Account General Managers for its top global accounts to serve as leaders in positioning and selling integrated solutions. Walking the Walk. What keeps them up at night?

B2B 7

Two cheers for Eloqua's Content Grid

Reputation to Revenue

Don't get me wrong: I'm a huge proponent of companies and marketing organizations getting much more serious about creating and executing integrated content strategies to support marketing and sales. promotional" material that, at the end of the day, are still necessary to help make the sale regardless of how effective your inbound marketing is. Nice job, folks! What do you think?

Why is customer-centric marketing still more talk than action?

Reputation to Revenue

Ranjay Gulati’s more recent Reorganize for Resilence provides similar testimony, evidence, and examples of the power of customer centricity for solutions development, marketing, and sales (you can watch my partner Steve Hurley’s interview with Ranjay on our new  YouTube channel ). Why do we hear so much talk but see so little action? It is happening to some extent, of course.

B2B 4

Content Methodology: A Best Practices Report

Content serves as a powerful tool for sales. Sales staff are. industry metrics such as sales and leads, or. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. personas at each stage of their journey through the sales funnel. Content. Methodology: A Best. All rights reserved. Definition II.

Aligning marketing and sales.with what?

Reputation to Revenue

Marketing folks in B2B are obsessed with aligning marketing and sales. The problem, at least from my humble perspective, is that the discussion tends to rotate around the idea that marketing needs to align more fully with sales. Beyond the junior partner idea, another common, unspoken assumption is that sales is just fine where it is. sales sales2.0 What do you think?

Four steps to strengthening B2B customer connections

Reputation to Revenue

But our sales people have less time for relationship building and often little credibility in the executive suite. Beyond sales, it is difficult to know which face-to-face programs are worth funding. We're not building relationships for their own sake, and we're not doing it just for sales either. Isn't this just Marketing 101? Well, sort of. The CEO imperative makes sense.

TL in 4D: Four dimensions for thought leadership success

Reputation to Revenue

Investing in internal education around your points of view is critical to equipping marketing, sales, and other customer-facing employees (which could be anyone online) to engage constructively on the issues that matter in ways that demonstrate real expertise. B2B marketers know that thought leadership is essential, especially when selling high-value solutions.

Aren't we past random acts of "selling"?

Reputation to Revenue

But it's hard for me to imagine that this archaic spray and pray approach to marketing and sales does the slightest good for your reputation, your pipeline, or your bottom line. Tags: Creating Demand Reputation Sales marketing sales selling telemarketing noticed you downloaded some research. Did you find everything you need? Me: To be honest, I don't remember.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

percent, was lead conversions and sales. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. While leads and sales were deemed the most. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. Introduction II.

More evidence that give-to-get is the key to success

Reputation to Revenue

You keep at it until they open up to a conversation that, over time, can lead toward an actual sales opportunity. not sales pitches). It's pretty much a cliche to say that marketing today is all about give-to-get. You provide customers and prospects with new ideas, new experiences, and new connections in order to earn their attention. The executives in the survey are saying "help me." 

Words and meaning: The power of alignment

Reputation to Revenue

Most important, she says, is defining marketing and business development "up" to a more expansive and strategic view:  For example, why should the term "marketing only connote the limited activities of, let's say, "building awareness," or "sales support?" Shouldn't the term "marketing be understood to also include targeting and segmentation? Pricing? Client loyalty? can be a powerful force. 

New research and paper on "Four Steps to Solutions Growth"

Reputation to Revenue

Better equipping the sales force to sell solutions. Tags: Creating Demand Marketing Reputation Revenue Sales Strategy B2B ITSMA marketing solutions Solutions Insights survey I'm pleased to announce the launch of a new Point of View series with my partners at Solutions Insights. Our first Point of View, Adjusting to the New Reality: Four Steps to Solutions Growth, is available now.

The power of video: Outsourcing reality show illuminates the buying process

Reputation to Revenue

marketing and sales reality show, no less. And make no mistake, it's a buying process, not a sales process. Marketers (and sales people) would do well to keep this basic reality at the forefront of their thinking. No cash involved, but it sounded like an quick PR hit for me while helping out a great organization.  Endless "experts" (including, at times, me!)

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

help sales close deals, and B2B buyers prefer to. what sales and marketing claim. when marketing sees them simply as sales support. they correlate positively with satisfaction and retention.” › References help sales accelerate deal conversion. When they visit your website or engage with sales for the first time, they. deals that sales wins or closes. enjoy?”

The hard questions about social media for B2B solutions providers

Reputation to Revenue

But how to proceed is far from clear, especially for companies selling high-value solutions that typically require very long sales cycles with multiple influencers and decision makers in every transaction. The skepticism about social media for B2B is pretty much gone by now. How do we get their attention? Do we have the skills? Who in the organization is going to do the heavy lifting?

Put everyone in marketing? Yes, and with a social spin

Reputation to Revenue

This might involve sales calls, tests of a new channel, postings on Web sites targeting new areas or industry segments, sending more people to speak at industry conferences and cultivate relationship." Harvard management guru Rosabeth Moss Kanter last week suggested: "In a Recession, Put Everyone in Marketing." When times are tough, everyone needs to contribute to growth. Great.

The continuing rise of Account-Based Marketing: Four keys to success

Reputation to Revenue

It is, after all, a pretty labor-intensive approach, and it requires a lot of negotiating with sales and account teams. Internally, ABM can help prove the value of marketing, improve relationships with Sales, and strengthen focus on core customer challenges and potential solutions. One would certainly hope so!) I know we're all focused heavily on figuring out how to "socialize" everything in marketing these days (with good reason) and, especially as the 4th quarter looms, on doing whatever we can to help close sales before the end of the year. Don't skip this step!

Six steps to differentiating your solutions

Reputation to Revenue

Press release.internal webinar for the sales team.customer presentation.special briefings for the top account leads.white paper.update the public site with descriptions.collateral for the trade show. Tags: Campaigns Creating Demand Marketing Sales differentiation differentiators howto launch process marketing solutions Solutions Insights Aargh! Six weeks to launch, and so much to do. The solutions management folks have spent months putting together the new offering, and now we've got about 87 things to do to get ready on the marketing side.

Study: How Much of Your Content Marketing Is Effective?

for 2015 our goal is to make content for the whole sales funnel, including white papers, e-books, webinars, case studies, and. In 2014, many brands learned that a sales pitch doesn’t. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers.

Marketing as service: Samsung and Best Buy put customers first

Reputation to Revenue

Tags: Collaboration Innovation Sales Social Media Bazaarvoice BestBuy customer-centric innovation marketing Samsung socialmedia

The new, new marketing: Health tech coalition may point the way

Reputation to Revenue

The buzz in marketing is all about social media, with Twitter as the flavor of the month and maybe even a tipping point in getting laggard companies to finally take the promise of social media seriously.  I'm all for it, of course. Certainly the hype can get tiresome, and there are huge strategy and organizational questions that companies have to face with social media, but I think we're well past the stage of wondering whether there's real gold in those hills. But social media was "new" in marketing five years ago. responses. Yes these are self-serving marketing programs. What do you think?

To Manage Sales You Must Manage Sales Leads


“Why,” I was asked, “must you manage sales leads in order to manage sales? Sales lead management is a marketing function, isn’t it?”. It was with a slight hesitation that the sales manager added the second sentence about sales lead management being a marketing function. The responsibility for addressing prospects’ needs remains a major part of the sales job.

Emotional Sales Leadership

Your Sales Management Guru

Emotional Sales Leadership. I was recently interviewed on a podcast based in Europe around the topic of the importance of emotional leadership. In retrospect based upon the podcast I came away with even a stronger opinion on the topic of generating the right level of emotion-that is positive emotion into the sales team. HINT: Run an annual sales trip contest.

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Staffing and Launching Your Content Marketing Program

before they went on sale? ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. from coaches, entrepreneurs, sales heads, or, heck, even. All rights reserved. So was I.

Please Don’t Let Your Sales Reps Nurture Leads

The Point

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer. I’m also a perfect candidate for lead nurturing. And secondly, and more critically, these kinds of “touching base” phone calls are the worst possible use of a sales rep’s time. But no.

Industrial Content Marketing Boosts Sales for Distributors

Industrial Marketing Today

My conversations with distributors about industrial content marketing almost always start with them needing help in growing their sales. Most distributors define their problem as “lack of sales.” Content Marketing Industrial content marketing Industrial Marketing Industrial salesThat should come as no surprise. This is only a content summary.

The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click


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. The two organizations don’t understand each other, and often point fingers: Sales says marketing delivers bad leads; and marketing says sales doesn’t follow up.

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3 Tips to Shrink Your Long Enterprise Sales Cycle


You can’t overturn a single rock nowadays without some thought-leading salamander slithering out from under to tell you how to shorten your sales cycle and proposing magical elixirs for driving your time to close down to days as opposed to months. While many of these folks give sound advice, the reality for some of us is that we simply have a long sales cycle. ” No thanks!

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)


Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the first of a 9 part blog series. In his book New Sales. Whether you are the CEO, or aspire to be, there’s some chance that in your opinion marketing and/or the sales organizations in your company are far from operating efficiently or effectively. Simplified. Stay tuned.

Changing Your Sales Mindset


Unfortunately, most sales professionals focus primarily on learning sales techniques. Adopting a better sales mindset might be what’s required. With the typical sales mindset, techniques might be even be experienced by prospects as gimmicks. With this sales mindset, you’re going to work every day with an inherently conflict oriented mindset.

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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? The second thing I would ask is, when was the last time you talked with your sales team? Consider having short huddles daily and weekly between the marketing and sales team members. Be honest. The say leads, what leads?

Sales Leadership: Why Winners Win!

Your Sales Management Guru

Sales Leadership Thoughts:  Why Winners Win! Salespeople must be trained on the emotional elements of success at the same level that they are trained in pure sales skills training. My blog on Creating Intensity is also focused on the emotional aspects of sales leadership and sales team performance. Need more sales management resources? Feel the fear-do it anyway!

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Sales Management & Discipline

Your Sales Management Guru

Sales Management and Discipline. received a call from a former client that was concerned about the status of their sales team and VP of Sales-it seems that their revenue was off more than $2M over the previous year and below their growth goal! After that conversation I next interviewed the VP of Sales.   The VP of Sales and President failed on one major tenet of sales leadership; they forgot about the need for discipline. Development of a Sales Plan for the new year with quarterly objections/goals. Need more sales management resources?

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