B2B Lead Generation Blog

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4 Ways to Humanize Marketing to Fit Your Buyer’s Journey

B2B Lead Generation Blog

In this post , Jon Westenberg writes: Treating people like leads instead of humans just doesn’t work. Is this hard work? We need to stop treating our customers like objects and treat them like people. So how do you humanize marketing to fit your buyer’s journey? It’s not that they’re all bad (but plenty of them are); it’s because, at the core, there’s something deeper going on.

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How Empathy Will Grow Your Sales and Marketing Pipeline

B2B Lead Generation Blog

IDEO’s Empathy on Edge puts it this way, “When organizations allow a deep emotional understanding of people’s needs to inspire them—and transform their work, their teams and even their organization at large—they unlock the creative capacity for innovation.”. Writers note – This as a primer for my session at Dreamforce 2016 next week. Our customers aren’t saying, “We need solutions.”

The Biggest Contributor to B2B Revenue

B2B Lead Generation Blog

Other companies are focused on larger enterprise accounts and so generate much more revenue per account.  In the first case, often an inbound model works best, with reps following up on marketing leads.  In the second, an outbound team either developing qualified opportunities or setting up appointments can be highly productive. #5. Oracle. Marketo. HubSpot. Salesforce.com.  Guess what? 

Tips on how to use LinkedIn for Better Lead Generation

B2B Lead Generation Blog

In this post, I interview Susan Tatum, Partner at The Conversion Company. I met Susan through following her writing on her blog and her work in the LinkedIn community. Brian: What inspired you to do your work with LinkedIn? contacted them, and together we modified the process to work in more complex selling situations. development? Why are you running a LinkedIn program?

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

3 Good Questions to Align Strategy, B2B Marketing, and Sales

B2B Lead Generation Blog

How did you develop this idea? I was an academic at Harvard Business School for about 11 years working my way up the hierarchy and always was doing research in sales related areas. In marketing, I think your work [ Lead Generation for the Complex Sale ] is very relevant to lead generation. Have you intentionally linked your sales, b2b marketing, and strategy? . Frank Cespedes.

How to deal with change stress and be a better marketer

B2B Lead Generation Blog

The way I used to deal with change was just push through it by burying myself in work. The problem was that approach stopped working. I’ve learned you can’t hide feelings that come with change. Work to define a picture of yourself, your team, and organization. As marketers, we deal with a lot of change stress. Seriously. The marketing world is exploding. Be more reflective.

New Chapter for the B2B Lead Blog

B2B Lead Generation Blog

Over the next few months, I’ll be starting a business and working on my next book, a sequel to  Lead Generation for the Complex Sale. Over the next few months, I’ll be starting a business and working on my next book, […] Lead Generation Personal Messages B2B marketing b2b strategy book complex sale lead generation marketing tactics researchImage credit: PhotoDune.

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How to Use Trigger Events for More and Better Leads

B2B Lead Generation Blog

In my all of my experience working with complex sales, I’ve not seen a customer buy without some trigger event driving their motivation. For example, a SaaS company I worked with that sold product management software and discovered a trigger event was when a CEO started publicly talking about innovation. People aren’t ready to buy when we want to sell. Think about it. .

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

31 Tips for Improving Sales and Marketing Lead Generation Alignment

B2B Lead Generation Blog

Sales and Marketing often believe they are working together, but I’ve found collaboration takes more than annual, quarterly or monthly meetings. Tweet More often than not, there seems to be a disconnect between Marketing and Sales. Not having these two teams aligned can be a vital — and costly — mistake. How does your sales team perceive the leads Marketing produces? Be honest. Be flexible.

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

B2B Lead Generation Blog

Will their solution really work? Help prospects find the answers to these questions, and you’ll remind them of the benefits of working with you. Salespeople often struggle with developing nurturing content without support, but if you’re wondering what kinds of content helps progress leads further, faster, ask your sales team what content works best. It’s about progression.

Lead Generation via Influencers and Experts in 4 Steps

B2B Lead Generation Blog

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. Do they work with companies that fit your ideal customer profile? Why does this work? Most of us know this as influencer marketing , aka influence development. Remember, less is more.

How to Put the Customer First in Lead Generation

B2B Lead Generation Blog

Customers want to work with people and companies that can step in their shoes and understand the results they are trying to achieve. Tweet Putting customers first in lead generation. 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. You might also like.

Best B2B Lead Posts in 2014: Lead generation, lead nurturing and content marketing

B2B Lead Generation Blog

In the Internet age of uber-informed and advertising-adverse consumers, cold calling just doesn’t work like it once did. Tweet The holiday season is always a time of reflection for what we have and what we have accomplished over the past year. However, it is also a time to reflect on all we have learned that can help us improve the blank slate that is 2015. Put you customer first.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Introduction to Lead Management

B2B Lead Generation Blog

In my own experience working with companies, I’ve found the top issues include: Marketing qualified leads (MQLs aka inquiries) have been sent to sales people without qualifying them first or sending leads to Sales based on lead scoring alone. Sales has not been given the means to hand leads back to marketing to reengage for further work or nurturing on their behalf. Processes.

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

B2B Lead Generation Blog

” In my work with one organization, these are the key points of information that Sales often wants to know about a lead: Role in the organization. In total, we invested $40,000 to do this work, and the business was worth $1.2 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.

Building Your Strategic Lead Generation Portfolio

B2B Lead Generation Blog

The best marketers approach their work like a portfolio manager would run a mutual fund. Are they working together in a complementary way to connect each step in the customer’s buying process? Review your channels in terms of what’s working and what’s not, and make adjustments. Tweet To be successful at lead generation, marketers can’t rely on one specific tactic.

Where’s the Passion in B2B Marketing?

B2B Lead Generation Blog

In one of the keynote sessions with Tony Robbins, Tony talked about the power of engagement, citing a Gallop poll that showed 13% of employees worldwide are engaged at work. When I meet new people, they invariably describe what they do. I can usually figure out in about 30 seconds of listening to someone if they are passionate about their work. Think According to this study, the U.S.,

Lead Nurturing: Why good call scripts are built on storytelling

B2B Lead Generation Blog

The copy changes were hypothesized to deliver a prospect-level appeal of letting us “work with your consultant” instead of “doing the work yourself.”. 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.

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

B2B Lead Generation Blog

Sales and Marketing should view their work together in the same way. Tweet To kick off the new year I’m sharing 15 ideas on improving your lead management. have so much to share that I’ve split this post into three parts (you can read Part 1, with tips 1-5, here and Part 2, with tips 6-10, here ), and today will be the final Part 3, with tips 11-15. Also, it should be the same person.

5 Ways to Deal with Change for Successful Marketing

B2B Lead Generation Blog

Work to define a picture of yourself, your team and your organization. Accept that if change management were easy, everyone would be doing it. I’d love to hear what’s worked for you when managing change or some of the ways you’ve supported your company making changes. Tweet As marketers, we deal with a lot of change. Even our customer buying process has changed. But how do we do it?

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

B2B Lead Generation Blog

You could be talking to the right people, have a great offer and terrific creative, and while that may work in email, it can fail in social media because the context is different.”. So, what is social business exactly? While it would seem intuitive that social business is a social media best practice, that assumption could not be further from the truth. From strategy to practice. Tip #1.

How the Halo Effect Drives Lead Generation

B2B Lead Generation Blog

” He didn’t know it the time, but he explained how the halo effect  works. The halo effect works like this: By helping thought leaders and subject matter experts build their platform and influence, you will also build your influence and platform. In this post I’m going to explain how it applies to lead generation. You may want to co-market an event and share the attendees list.

B2B Content Marketing: Find the bigger story

B2B Lead Generation Blog

As he gave his keynote address at MarketingSherpa Lead Gen Summit 2013, he revealed that he also gave a presentation for metal working manufacturers that also posed the same question : What do we talk about? Tweet “Anybody here think you have nothing to create content around? No exciting stories to tell?” million Facebook page likes (now at 1.8 You might also like.

3 Factors that Connect Value Prop to Prospects

B2B Lead Generation Blog

would also suggest that your marketing is likely underperforming as a result and could use a little work on value proposition development. Tweet There is one question at the heart of lead generation that your marketing efforts should clearly answer. “If I am you ideal prospect, why should I buy from you rather than your competitors?”. Take a moment to write it down. Factor #1. Objective.

Optimizing Lead Distribution for Higher Conversion

B2B Lead Generation Blog

One company I worked with  centrally qualifies  all their leads (via phone) against their  universal lead definition within two hours, distributes and requires their field sales force to follow up on those that are sales ready within eight hours. If What’s worked for you to optimize lead distribution? I’d love to hear what you have to say. Tweet The management of sales leads is critical to generating marketing ROI. Sadly, That’s a complex question when you think about it. But when you add sales territories and fairness into the mix, this is far from easy. Leverage this.

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. Granted, the ad also has some room for improvement, but the image and copy work together to set the right expectations. Tip #1. Highlight your value proposition. How will our products or services improve their business? Tip #2.

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

B2B Lead Generation Blog

That won’t work for lead nurturing. 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. However, third parties can do that work for you and, more importantly, validate what you are doing in the marketplace.

Lead Generation: How using science increased teleprospecting sales handoffs 304%

B2B Lead Generation Blog

Anyone who has worked in inside sales knows that sales professionals are always informally testing to learn what works and what doesn’t. Essentially, we were working toward  building the ultimate yes with our prospects. For me, these tests confirm my curiosity that the Conversion Heuristic would work both online and offline to improve lead generation. Simply stated ….

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. Tweet How do you serve “ready to buy” customers and “just looking” prospects on the same page? 24, here at Summit. Control.

Email Marketing: 3 simple steps for building customer personas

B2B Lead Generation Blog

The feedback led to the creation of a secondary set of personas that allowed the IHS team to really drill down into their targeting efforts in a way that would likely have been not possible had they not worked with Sales to develop the profiles of their ideal prospects. Byron explained how his organization transformed from batch and blast email sends to persona-driven campaigns. Step #1.

Value Proposition: What motivates prospects to buy from you?

B2B Lead Generation Blog

People continued to ask what the money was for, and when I realized that my normal response wasn’t working, I changed their motivation by telling them it was for after work drinks and we were all going to go out on the money we raised. I saw another surge in dollars with that response for a few more weeks. I was up to around $25 or so, when it started to die down again.

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Lead nurturing via email series and content marketing

B2B Lead Generation Blog

When she began working with the “performance group,” a business unit within the firm, Christine was pleased to learn that she didn’t need to pitch the value of launching an inaugural lead nurturing program. However, the key channel for lead nurturing is email — particularly using email to send a series of relevant content pieces or offers to prospects as they move through the buying funnel.

Stop Cold Calling and Start Lead Nurturing

B2B Lead Generation Blog

This type of interruption marketing no longer works. You must have a sound, working knowledge of each potential customer, the company and, most importantly, the issues they face and how your product can help solve them. Tweet Earlier this week, I had a call with a CEO of a small technology company who was wondering how to optimize his lead generation. He called me after two salespeople quit, and he said, “I’m about to give up on cold calling and start doing inbound marketing. think cold calling is dead … what do you think I should do?” Just be useful.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

look forward to hearing how these ideas work to help you increase lead conversion. 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.

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? Tweet “You don’t optimize a landing page or an email. You optimize the thought sequence of the customer.”. You’ve seen scenarios where one domino can knock over the next domino, creating a chain reaction.

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

B2B Lead Generation Blog

What kind of company do they work for? Lessons from a B2B Summit Coach: Five Steps to Cut through the Noise, Turn off the Hype and Create a B2B Social Media Program that Works. Tweet How easy it is for the mighty to fall. Especially on social media. Check it out for yourself here: “ 4 Hottest LinkedIn Groups for B2B content marketing.” It was cringe-worthy.

5 Things You Can Do To Improve B2B Lead Generation

B2B Lead Generation Blog

Build a lead scoring approach for qualifying that works. B2B Lead generation is rapidly changing process for companies with the advent of MarTech. . Join me Thursday, July 28 at 10 am PST for an exclusive webinar. I’ll be sharing where B2B marketers can focus and what on the “best few” things they can do to improve their b2b lead generation efforts immediately. Register for “5 Things You Can Do Immediately to Improve your B2B Lead Generation.” Get more opportunities with lead reengagement. Nurture leads more effectively. It’s going to be fun.