Sales Engine

APRIL 14, 2016

Now it’s not just about producing content that the traditional media wants to write about, but also content that is search engine optimized, [content] that the bloggers would be interested in, and even other brands. But we were creating programs that the media would actually want to write about.”

B2B 168

B2B Blogger Content Public Relations 168

Sales Engine

SEPTEMBER 18, 2015

Just the other day, one of our prospects told us that their SEO company suggested that they write no more than one blog post per week, and it should never be over 400 words. This sort of thinking is where we get into trouble when it comes to our content development strategy. That just looks weird and feels unnatural anyway.

Top of Funnel 120

Top of Funnel SEO Content Marketing Long Tail Marketing 120

Sales Engine

AUGUST 25, 2015

So what would happen if you approached your CEO or President and asked him or her to write a 500-word blog post every month? The project is most likely dead on arrival because of the time it takes, even in the companies that have executives with the skills and desire to write.

Video Marketing 120

Video Marketing Marketing Management Copywriting PR 120

Sales Engine

MAY 5, 2016

While it’s true that this level of content is harder to write and outsource , the good news is you don’t actually need that much of it. Then, it’s much easier to identify topics to write about and produce videos and infographics about. Their whole job is to identify the high-probability pains that you solve for clients.

Top of Funnel 120

Top of Funnel B2B Thought Leadership B2B Business 120

Sales Engine

DECEMBER 28, 2015

Because the results are easier to measure than a branding campaign, it should be easy to develop something of value (like an infographic, white paper, or webinar) that lives behind a gate, then write some blogs that include links and references to it, email out your blog link in a newsletter and social media, and see what happens.

Budget Programs 120

Budget Programs Top of Funnel Marketing Budget Webinar Metrics 120

Sales Engine

JUNE 28, 2016

Let’s say you’re a local reporter, and you have been sent to a crime scene to interview witnesses and write a story. Like any journalist, you won’t get paid unless you deliver. It’s natural, then, for you to be singularly focused on finding those witnesses—talking to anyone else might seem like a waste of time.

Marketing Qualified Leads 136

Marketing Qualified Leads Lead Ranking Sales Qualified Leads MQL 136

Sales Engine

JULY 5, 2016

Some of the steps involved include creating a messaging strategy, developing a production strategy and schedule, and hiring and managing the resources needed to write, design, and edit high-quality pieces. Creating good content that addresses the pain points of your prospects takes a lot of planning, time, and specialized skills.

Work Management 149

Work Management Marketing Automation Services Marketing Management Budget Programs 149

Sales Engine

JUNE 13, 2016

Content Developer: This person may also take part in the development of the content strategy, and their primary responsibility is to execute that strategy by writing (or filming, coding, designing, etc.) Someone with a background in, say, writing or publishing will not be tempted to lapse into tired, unwelcome formats.

Allocation 120

Allocation Content Demand Generation Agencies Work Management 120

Sales Engine

APRIL 21, 2016

If I have a particularly tough subject matter, instead of taking it to the Internet, I’d rather have a conversation with them and have them explain it so I can write a more thoughtful and helpful article.” “I try to pick their brains about the questions that customers are asking.

Content 159

Content Internet Marketing Training Education 159

Sales Engine

JUNE 16, 2016

Most of that knowledge actually sits within the sales, product management, or executive teams— the same people that probably don’t have the writing skills and the time to produce a weekly blog for the organization. They just want to know the best practice in the market to solve their challenges.

Paid Search Agency 120

Paid Search Agency Trade Show Marketing & Strategy Public Relations 120

Sales Engine

MARCH 28, 2016

Most companies have lots of topics that they can write about, but it comes down to prioritization and focus on the topics where we’re able to provide the best answers. That’s a combination of what you can find out there that’s being searched on and your own history of what you’ve already written about that resonates.

Marketing & Strategy 120

Marketing & Strategy A/B testing Broadcasting Content 120

Sales Engine

AUGUST 14, 2015

You’ve been writing some blogs and white papers, using marketing automation to assist in your distribution, and you’re getting some traction—but it’s not enough. Situation: Your sales team is struggling because they can’t get in front of as many prospects as they used to.

Demand Generation Agencies 120

Demand Generation Agencies Demand Demand Generation Marketing Automation Services 120

Sales Engine

AUGUST 15, 2016

Writing and editing skills. They may not actually generate content themselves, but they must be certain which content best generates necessary action at every stage of the sales cycle. And then they must have the experience to make the right recommendations to content developers about what they need moving forward.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120

Sales Engine

MARCH 24, 2016

He writes, “The point is to keep doing complete marketing. In an entertaining post titled “ Why Inbound Marketing is Incomplete Marketing ,” Jon Henshaw says that outbound techniques like email, advertising and sponsorships were labeled as ineffective and expensive, and he makes the case for building a complete marketing program.

B2B Sales 149

B2B Sales B2B Inbound Marketing Cold Calling 149

Sales Engine

JANUARY 22, 2016

Writing and editing skills. They may not actually generate content themselves, but they must be certain which content best generates necessary action at every stage of the sales cycle. And then they must have the experience to make the right recommendations to content developers about what they need moving forward.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120

Sales Engine

MAY 22, 2016

Neil said “Why would a prospect want to write you a check for conducting a Sales Call”? It is not uncommon for a corporation to invest up to $1Million to pursue a key piece of business. For me, Neil’s most important remark came during the Q and A when the subject of adding value was being discussed.

Allocation 136

Allocation RFP Consulting Paid Search Agency 136

Sales Engine

AUGUST 23, 2016

There’s no doubt that writing and storytelling is still an important component, but producing a daily newspaper or monthly magazine requires a lot more resources and skills beyond the act of just writing articles.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

Sales Engine

JUNE 9, 2016

They decide that they need a blog, write whatever’s the topic de jour, and expect prospects to start finding their content. Content can and should be designed to assist sales reps as they move these prospects on through the funnel in the sales cycle. The problem is that many B2B companies are starting on the wrong end.

Top of Funnel 120

Top of Funnel Content Marketing Digital Marketing Funnels Lead Ranking 120

Sales Engine

JANUARY 25, 2016

These guys didn’t go in and re-write the code, they were simply playing the game as it was, not how the world wanted it to be. For example, I occasionally watch CNBC in the mornings, read the Wall Street Journal, and devour every book Michael Lewis writes. That’s more than five times faster! Now, you may say that’s cheating.

Enterprise Management 120

Enterprise Management Marketing Management Marketing Automation Services Sales Qualified Leads 120

Sales Engine

SEPTEMBER 1, 2015

They’ve been writing one blog a month for an outside entity, and they regularly update their social media with interesting links and comments—but they can’t track where their business is coming from, and they can’t move beyond their own connections. The CEO is a master salesperson and serves as an industry thought leader.

Content Marketing 120

Content Marketing Cold Calling Marketing Qualified Leads Lead Ranking 120

Sales Engine

AUGUST 17, 2016

Now you’ve got a baseline of information, and writing the blog post or article is as simple as adding some internet research and editing. Start by mapping out an editorial calendar—for example: Month 1, topic X, blog X, video X, Month 2, topic Y, blog Y, video Y, and so on.

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

JULY 29, 2016

Buying is almost always emotional (right down to the cup of coffee that I’m about to go buy because I want an excuse to take a break from writing this post). People simply won’t read your blogs, watch your videos, or download your white papers unless there’s some sort of problem that they’re trying to solve.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Leads 120

Sales Engine

JULY 21, 2016

Sure, you can start writing some blogs and you might get some inbound traffic, but the leads will be substandard and it won’t help you hit growth numbers of 20% or more. Identification of those pain points, along with the stages of their buying process, creates a matrix for you to then create content around.

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

JULY 21, 2016

Sure, you can start writing some blogs and you might get some inbound traffic, but the leads will be substandard and it won’t help you hit growth numbers of 20% or more. Identification of those pain points, along with the stages of their buying process, creates a matrix for you to then create content around.

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

JANUARY 5, 2016

Buying is almost always emotional (right down to the cup of coffee that I’m about to go buy because I want an excuse to take a break from writing this post). People simply won’t read your blogs, watch your videos, or download your white papers unless there’s some sort of problem that they’re trying to solve.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Leads 120

Sales Engine

DECEMBER 11, 2015

Now you’ve got a baseline of information, and writing the blog post or article is as simple as adding some internet research and editing. Start by mapping out an editorial calendar—for example: Month 1, topic X, blog X, video X, Month 2, topic Y, blog Y, video Y, and so on.

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

OCTOBER 8, 2015

There’s no doubt that writing and storytelling is still an important component, but producing a daily newspaper or monthly magazine requires a lot more resources and skills beyond the act of just writing articles.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

Sales Engine

APRIL 7, 2016

The breakdown comes from a lack of lead nurturing Let’s say you’re a local reporter, and you have been sent to a crime scene to interview witnesses and write a story. Not cooperating results in that age-old distrust —sales assumes marketing isn’t doing its job, and marketing assumes sales is being picky and demanding.

Lead Ranking 136

Lead Ranking Marketing Qualified Leads Sales Qualified Leads MQL 136

Sales Engine

OCTOBER 16, 2015

Good writing and pithy headlines are the key to success. Gaining a competitive advantage over your competitors who are also developing content has everything to do with developing a seemingly one-to-one relationship with your reader. #4. When you go to the newsstand, are there certain publications that you gravitate toward?

Content Marketing 120

Content Marketing Lead Ranking Content Marketing & Strategy 120

Sales Engine

JANUARY 28, 2016

Who are your influencers and how can we generate content that is so good that they will want to forward it?

Webinar Metrics 120

Webinar Metrics Marketing & Strategy Content Paper 120