Sales Engine

NOVEMBER 24, 2015

That’s good news if you’re just getting your feet wet in content marketing because you can learn from best practices to drive superior execution to stand out. A good place to start may be with your best (and most profitable) customers. Decide what the best mediums are to communicate to your audience. Is this a Youtube channel?

Top of Funnel 120

Top of Funnel Marketing & Strategy Marketing Strategy Content Marketing 120

Sales Engine

JUNE 13, 2016

You’re not Coca-Cola; no one expects you to hire the world’s best creative minds or to spend billions on marketing. What is the best, most digestible format for each piece of content? The best content creation has always been a combination of art AND science. it’s not going to be cheap. Science means having a method.

Allocation 120

Allocation Content Demand Generation Agencies Work Management 120

Sales Engine

MAY 22, 2016

As you may know, Neil is regarded by many as the father of Consultative Selling and the author of many books, including SPIN Selling, the 1988 New York Times Best Seller than many of us B2B “Sales Lifers” grew up with as our template for success. Only the best reps, the ones able to add unmitigated value survive! Well…not so fast.

Allocation 136

Allocation RFP Consulting Paid Search Agency 136

Sales Engine

DECEMBER 21, 2015

Most companies realize that their best opportunity for growth is to commit to content marketing. and “What media are best to deliver our content so that we build subscribers, followers, prospects, and keep them coming back for more (or at least not unsubscribing to our emails)?” And this requires content. Lots of it.

Budget Programs 120

Budget Programs Work Management Marketing Management Allocation 120

Sales Engine

JANUARY 11, 2017

For most B2B companies with a complex, relationship based selling process, a demand generation program that provides actionable sales intelligence is one of the best options at their disposal. But, because we have real data, we know what buttons to push and where our money is best spent: Do we need to generate more content ?

Demand Generation Agencies 136

Demand Generation Agencies Demand Generation Budget Programs Demand 136

Sales Engine

FEBRUARY 11, 2016

Here is what the best CMOs are doing to enable their sales teams: Producing a steady flow of quality, thought-leadership content (White Papers, Infographics, Blog Posts, Case Studies) focused on the problem areas of their key buyer personas and ideal prospect profiles. We too must adjust.

B2B Thought Leadership 120

B2B Thought Leadership Lead Ranking Thought Leadership Marketing Qualified Leads 120

Sales Engine

FEBRUARY 11, 2016

Here is what the best CMOs are doing to enable their sales teams: Producing a steady flow of quality, thought-leadership content (White Papers, Infographics, Blog Posts, Case Studies) focused on the problem areas of their key buyer personas and ideal prospect profiles. We too must adjust.

B2B Thought Leadership 120

B2B Thought Leadership Lead Ranking Thought Leadership Marketing Qualified Leads 120

Sales Engine

NOVEMBER 12, 2015

We asked Jennifer Gluckow, owner of SalesInANewYorkMinute.com about how she trains salespeople to prospect for and acquire new business by blending the best of the old techniques we know and love, and how they can be incorporated into current tools, technologies and strategies. Delivering the best product or service is now a given.

Cold Calling 120

Cold Calling Allocation Youtube Internet Marketing 120

Sales Engine

JUNE 23, 2016

From that number, you can work your way backwards to figure out where marketing dollars would be best spent in your situation. Ultimately, the only metric that matters is total cost of customer acquisition. It sounds complicated, but it’s not.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Top of Funnel 120

Sales Engine

OCTOBER 16, 2015

You absolutely have to trust that your content strategist has your best interests at heart, and that they are always thinking about how to better engage the readership. Publishers spend a lot of time thinking about the best placements for articles, not only to improve the reader experience but also to ensure they see the advertisements.

Content Marketing 120

Content Marketing Lead Ranking Content Marketing & Strategy 120

Sales Engine

MAY 11, 2016

Usually we do webinars to educate the market about the usefulness of content marketing and best practices for generating leads for B2B sales. You’ve got to develop content that leads to conversations, employ marketing automation, and track lead intelligence in a CRM. In our upcoming webinar, we’re going to try something a little different.

Webinar Metrics 149

Webinar Metrics Sales Qualified Leads Demand Generation Agencies Marketing Automation Services 149

Sales Engine

JUNE 30, 2016

But they still need to be nurtured with more content until they’re sales ready, and it’s certainly not the right time to flip it over to an expensive sales rep and hope for the best.

Sales Qualified Leads 120

Sales Qualified Leads Allocation Marketing Qualified Leads Lead Ranking 120

Sales Engine

JUNE 16, 2016

They just want to know the best practice in the market to solve their challenges. The way you attract these early stage buyers is to speak consistently to their high-probability pain points because at this stage, they’re just on the internet doing research on how to solve business problems. They don’t want to talk to sales reps.

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. We’ve had the best conversion results by reposting blog posts into LinkedIn. Our data analysis has really helped us understand what our categories should be.

Marketing & Strategy 120

Marketing & Strategy A/B testing Broadcasting Content 120

Sales Engine

AUGUST 2, 2017

Expensive enterprise sales reps with high quotas can’t afford to follow up on MQLs when even the best MQLs only convert to appointments at a rate of 5 percent. While this data clearly articulates the value of nurturing leads, it begs for a different sales and marketing paradigm.

Lead Ranking 168

Lead Ranking Case Studies Case Study Marketing Qualified Leads 168

Sales Engine

APRIL 20, 2016

The internet gives the buyers a lot more control as they use the Internet to learn about best practices. We may not have wanted to talk to sales reps, but that’s how we got the information we needed. The B2B sales process has changed.

Lead Ranking 218

Lead Ranking Lead Gen Lead Scoring Leads 218

Sales Engine

MARCH 15, 2017

There’s nothing wrong with using fractional resources, as long as people are assigned to the jobs they are best suited to do, and no one is stretched too thin. You may find that a single person can take on multiple roles—managing copywriting and execution for email campaigns, for example.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Resources Demand 120

Sales Engine

AUGUST 24, 2015

Content is the best opportunity that you have to influence a buyer’s perception and behavior when they’re looking for a solution. Yes, it helps you build credibility. Yes, it helps establish you as a thought leader. Content is the new currency. Content is how you take back control of the sales process.

Demand Generation Agencies 120

Demand Generation Agencies RFP Thought Leadership Paid Search Agency 120

Sales Engine

AUGUST 14, 2015

Next, you need to determine what mediums and skill sets will be required (and how best to acquire them). Your planning starts by evaluating all of your unique buying personas and understanding what problems they are trying to solve during every stage in their buying process. For example, will you need: Writers?

Demand Generation Agencies 120

Demand Generation Agencies Demand Demand Generation Marketing Automation Services 120

Sales Engine

JULY 14, 2016

Where do we have the best opportunity to increase sales? The bottom line is this: Within a single topic like lead scoring, if I try to speak to everyone, I’m going to sound like everyone and I won’t stand out in the crowd. I need to choose. Who am I really marketing to?

Lead Scoring 120

Lead Scoring Lead Ranking Content Sales Qualified Leads 120

Sales Engine

JULY 14, 2016

Where do we have the best opportunity to increase sales? The bottom line is this: Within a single topic like lead scoring, if I try to speak to everyone, I’m going to sound like everyone and I won’t stand out in the crowd. I need to choose. Who am I really marketing to?

Lead Scoring 120

Lead Scoring Lead Ranking Content Sales Qualified Leads 120

Sales Engine

AUGUST 20, 2015

The best storytellers and best journalists touch us emotionally. Certainly, they have several important things in common. Both involve sharing something of interest that we didn't know before. Both involve engaging, inspiring and entertaining us. But, I think there are some significant differences as well.

Storytelling 120

Storytelling Work Management Acquisitions Marketing Management 120

Sales Engine

MAY 31, 2016

There’s nothing wrong with using fractional resources, as long as people are assigned to the jobs they are best suited to do, and no one is stretched too thin. You may find that a single person can take on multiple roles—managing copywriting and execution for email campaigns, for example.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Resources Demand 120

Sales Engine

OCTOBER 9, 2015

If you are GoPro, you want top of mind awareness if someone is shopping for a camera and they search for places to buy it like Amazon or Best Buy). But branding and awareness is really a more successful strategy for B2C companies where top-of-mind awareness is paramount. (If

Demand 120

Demand B2B Marketing B2B Trade Show 120

Sales Engine

FEBRUARY 18, 2016

Figure out what your competition is not publishing, and provide the best thought leadership in that niche. Any time I get an email solicitation, I just delete it—but if you tap into a specific problem that I have, I’ll take your meeting. Overall, however, we don’t shop that way anymore.

Content 120

Content Thought Leadership Custom Publishing Segmentation 120

Sales Engine

FEBRUARY 18, 2016

Figure out what your competition is not publishing, and provide the best thought leadership in that niche. Any time I get an email solicitation, I just delete it—but if you tap into a specific problem that I have, I’ll take your meeting. Overall, however, we don’t shop that way anymore.

Content 120

Content Thought Leadership Custom Publishing Segmentation 120

Sales Engine

AUGUST 15, 2016

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. On the marketing side, lead nurturers must understand the role of content marketing and how today’s buyer actually becomes engaged with brands.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120

Sales Engine

JANUARY 7, 2016

It's not that buyers ever wanted to talk to sales reps, but it was the only way they could learn about best practices and what solutions were available in the market. The Internet has crushed a sales rep’s ability to get in front of enough prospects.

Top of Funnel 120

Top of Funnel Features B2B Thought Leadership Digital Marketing Funnels 120

Sales Engine

JUNE 20, 2016

Expensive enterprise sales reps with high quotas can’t afford to follow up on MQLs when even the best MQLs only convert to appointments at a rate of five percent. While this data clearly articulates the value of nurturing leads, it begs for a different sales and marketing paradigm.

Lead Ranking 174

Lead Ranking Marketing Qualified Leads Lead Nurturing Lead Scoring 174

Sales Engine

NOVEMBER 9, 2015

Our marketing leader is always thinking about how to get value added content in front of our target audience and how to best get them converted into leads for sales people. That means sales conversations with a minimum level of qualification. They don’t get paid on increasing traffic, they get paid on conversion—big difference.

Sales Qualified Leads 120

Sales Qualified Leads High Quality Lead Conversion Paid Search Agency 120

Sales Engine

FEBRUARY 25, 2016

But if you’re not in a position to be constantly talking to prospects as a marketer, your sales people are the next best thing. Understanding Your Buyer You’d probably be surprised at what you don’t know about your customer.

Acquisitions 149

Acquisitions Webinar Metrics Marketing & Strategy Marketing Automation Services 149

Sales Engine

OCTOBER 4, 2017

The longer-term results of this strategy were mixed, at best. Presumably, this tactic would cut through the competitive clutter on the Internet and nudge prospects to engage with the company. When after a while every company seemed to be issuing the same press release, prospects stopped reading them.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

JANUARY 22, 2016

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. On the marketing side, lead nurturers must understand the role of content marketing and how today’s buyer actually becomes engaged with brands.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Leads Lead 120

Sales Engine

OCTOBER 6, 2015

Blogging is the best way to get your content found on the internet because Google and other search engines love blogs. When you can combine all of these mediums into one place, you’ve now created killer content that people want to consume. But that’s not even the most important reason.

Content 120

Content Advertising Mediums B2B Sales Paid Search Agency 120

Sales Engine

AUGUST 13, 2015

Ted talks — the best ones — 60 to 70 percent of the time people are telling stories. From when you're a baby, there are parables and stories that help us understand things better. As a matter of fact, I was listening to Mike Bosworth of Solution Selling, and his big mantra these days is about story and storytelling.

Lead Ranking 120

Lead Ranking Storytelling Marketing Qualified Leads Sales Qualified Leads 120

Sales Engine

AUGUST 4, 2016

It used to be that darkening the skies with sales reps, albeit expensive, was the best way to grow a B2B company—more feet on the street equaled more opportunities. But in a world where prospects hide behind caller ID and email, it’s the organization who has the most valuable content for prospects shopping online for solutions that wins.

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120

Sales Engine

AUGUST 4, 2016

It used to be that darkening the skies with sales reps, albeit expensive, was the best way to grow a B2B company—more feet on the street equaled more opportunities. But in a world where prospects hide behind caller ID and email, it’s the organization who has the most valuable content for prospects shopping online for solutions that wins.

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120