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How to Implement an Account-Based Marketing Program in Your Firm

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While inbound marketing is occupied mainly with attracting prospects to your offering, ABM emphasizes focusing on qualified business prospects , according to HubSpot. You’ll make little progress by attempting to sell your prospect without knowing whether they have a need for your product.

Building a Marketing Technology Stack for Your Demand Generation Efforts

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Demand generation is about more than just delivering sales-ready leads for products or services. This highlights the importance of building a good framework aligned to your business goals that drives scale and efficiency, and delivers insights you can use.

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How to Conquer 5 Common B2B Marketing Problems with Content

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Which of the following is the easier product to market —chocolate chip cookies or 3D laser scanners? That’s not true of our 3D laser scanner and many other complex business to business (B2B) products, services and solutions.

5 Steps to Quick and Easy Personalized Emails for Account-Based Marketing

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Harry is usually one of the top business development reps at The Best Solutions Company. The burden of sending the emails shifts from marketing to business development. Also, it’s useful to segment by business projects or interests.

Converting B2B Leads Through Social Content: 3 Keys to Success

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What language does my audience speak (tech, all-business, informal)? For a couple of years now, B2B marketers have been hearing the “social selling” buzzword, and there are some convincing social media statistics regarding sales through social channels.

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How B2B Marketers Sabotage the Power of Case Studies to Generate Demand

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That’s because they serve as third-party validation—real word proof of the performance of a product, service or solution. They serve as third-party validation—real word proof of the performance of a product, service or solution.

A CMO’s Guide to Conversion Metrics with Google Adwords

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Values can be either the same for all conversions recorded, or it could vary (as in ecommerce-because product prices vary). AdWords is about driving efficient and profitable leads and sales to your business.

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Effective Social Selling = Mindset over Tactics

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Yet according to Sales Force’s 2015 State of Marketing Report , 64% of marketers surveyed see social media marketing as a critical enabler of products and services, and 66% say that social media marketing is core to their business.

Facebook Business Pages; Measuring What Matters for Success

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How’s your Facebook business page doing? Despite the wealth of data and measurement tools available, there still needs to be some clarity on what makes a successful business page, and how you optimize your content for success.

24 Favorite Inbound Marketing & Digital Media Buying Tools That Don’t Include Google

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When I am not involved with business development, speaking, and my own social media marketing, I am usually on the computer with some sort of advertising, SEO, social media, or conversion optimization tool. Ok one Google product; Doubleclick is an ad management platform that allows me to plan display campaigns, research demographics of sites, upload banner ads, traffic banners to websites, networks, and exchanges, and measure clicks and conversions.

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Get Real with your Search Engine Optimization; Practical Advice to Drive Traffic

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Website goal: Content-heavy with the goal to drive traffic and sell advertising on your site, bait audiences to a newsletter or a product (or affiliate). . Query type: Service or business solutions.

17 Lead Generation- Demand Generation 2015 New Year’s Resolutions

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Content marketing is about sharing insights that can one day lead to new business. . I promise you’ll be more productive in the long run. Happy New Year! I know it’s that time of the year that every blogger tries to put out a holiday-themed blog; well this is mine. As we head into mid-decade, the state of online advertising and communication continues to be constantly evolving.

How Labels works in Google Adwords; benefits of the new feature

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Complementary keywords for the Outcomes label: Performance, Effectiveness, Productivity. Examples: “improving sales performance” “increasing sales productivity”. Labels vs. Ad Groups: Performance, Effectiveness, Productivity are all unique Ad Groups, but same label.

LinkedIn and Twitter Advertising and Marketing Options; A Primer

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Below is a basic primer on the options for larger businesses who wish to take advantage and test these channels. Your promoted account ad appears here as well targeting users most likely to be interested in your product.

Is Blogging Right for my Business? The Benefits of a Business Blog

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I’m not convinced a blog is right for my business, plus I’m concerned over time and resources. Give me some reasons how a blog on my site can contribute to lead generation and business growth”. People prefer to buy from businesses that seem active online and produce helpful, quality content—not just sales messages. I like to brainstorm at last 24 post topics at a time (at least initially), and categorize them according to how people would search for your service/product.

How To Develop Keyword Lists for Adwords and Pay-Per-Click Campaigns

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General internal brainstorming- review all of your products and services- what do they do, what problems do they solve, what type of buyer needs them? Mid-managers are more into specific features or benefits (efficiency, cost-savings, and productivity). Productivity.

Targeting B2B Companies with Online Display and Social Media Advertising

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For this post, I’ll review the opportunity to target actual businesses and company names. You have a product/service that specific firms may need to complement their own solutions.

7 Recent or Unique Google Adwords features you should be utilizing today.

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So then, below is a hodgepodge of newer features and unique opportunities within Google Adwords that you should be taking advantage of if it’s right for your business. . . Have you seen some e-commerce ads with detailed listings on some of their products like below?

B2B Online Video Marketing; Planning to Execution Best Practices for Lead Generation

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According to a recent B2B survey from the Content Marketing Institute: About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video. Determine goals: sales; leads; brand building; product demonstration; education.

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How to Set Up a Promoted Tweet Campaign Targeting Keywords

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Always determine your business objectives, and if you’re going to test promoted tweets, have clear goals. Business: Flower Shop. Business: Ski Gear. Business: CRM. Message: Promote a 30-day free trial, and include a short benefit of your product within your tweet.

Matching the Offer with Buyer Mindset: The Website Dilemma

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He decides she’s the perfect candidate for a new car, so he dives in and presents his business card along with the suggestion. Buying cycle stages can be broken down differently depending on the complexity of your product or service, how it’s packaged and so forth.

The Many Roles of an SEO Professional; What an SEO Tactician Does

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We need to know as much about your business as possible. In order to do keyword research, we need to know what words your prospects use to find your solutions and products on search engines. What is a search engine optimization tactician.

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Video Marketing; A recap of the potential platforms and placements for promoting your product video

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The digital frontier is growing in sophistication, and companies worldwide are scrambling to find the silver bullet technology that will help them effectively promote their product, ideally resulting in a healthy and sustainable expansion of their bottom line. The funny (and vexing) thing is that many businesses are blind to this revolution. Fortunately, the internet marketing industry focused on video production has exploded recently. A brave new world is upon us.

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A new eBook; Content Marketing Templates for Lead Generation

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Lack of customer focus; content that focuses more on a company’s products rather than the prospect’s needs. Prospects won’t convert or give up their email address unless the content you provide is relevant to their business challenges.

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Stop the Insanity; A View on Social Media ROI for Lead Generation

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I do some research for a product and visit a website from a Google search. So now we have measures to present to the C-Suite at B2B firms who prefer to analyze their business with metrics such as leads and ROI. Don’t get hung up on ROI unless you must; but continue to understand the value of the power of social media to your business long-term. I’m a former Media Director at an ad agency. For years I planned and implemented media strategies for a multitude of clients.

The Relationship between Social Influence and Customer Experience

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Did they treat you like they valued your business? It’s the natural by-product of developing a company culture dedicated to delivering extraordinary customer experience and nurturing relationships in every channel. Who influences you, and whom do you influence?

A hodgepodge of content marketing ideas that are unique, compelling, and lead-generating

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Content marketing is vital to growing a business in today’s economy. Comics are especially effective if you’re focusing on business to business marketing. Collaborate with another business.

The role of public relations in lead generation for B2B firms

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Your goal is to sell to businesses. For that, you need qualified business leads that come from a robust lead generation program. Use your blog or guest blogging opportunities to discuss issues and news that are relevant to your industry ( not necessarily to your product).

The missing topic on b2b digital lead generation: advertising

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I use search engines because: I’ve uncovered a business need, and want to research solutions. Remember advertising? Remember media plans? If you believe all those social media experts and SAAS platforms, you’d think advertising has gone away. Don’t believe it.

The A-Z Guide to B2B Lead Generation

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Its one thing to know the demographics of your target audience; but it’s another thing to understand what makes your prospects make business decisions to purchase; the pain points; business needs; drivers; purchase cycles. These are all those activities that together drive interest and engagement in your firm’s products or services. Prospects are busy, and they need to be convinced in the benefits of your solutions in less than 10 seconds, or goodbye prospect.

Negative Keyword Strategy for B2B Paid Search (PPC); How to Determine

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A negative keyword is a term that is used within a query that includes one of the keywords you are bidding on, but prevents your ad from showing because that “negative” keyword is not relevant to your product or service. Review the needs of your products or services and solutions they solve.

New eBook: Pay-Per-Click for B2B Lead Generation; The Ultimate Guide to Paid Search

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So I was reading with some interest the 2012 B2B Marketing Benchmark Report from Marketing Sherpa because I always like to see B2B marketers’ top challenges in their businesses, which not surprisingly, is generating quality leads. Are these B2B companies e-commerce or online catalogs, where a lead can be classified as a “request-a-quote” or are they complex products, meaning that multiple touch points via media and content have to occur before the prospect becomes a lead?

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MindMatrix: A Unique Marketing Automation Platform for SMB

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I recently caught up with Andy Carlton, Director, Channel Sales and Business Development at MindMatrix. The uniqueness of our product is combining marketing and sales activities all on one unified platform. The small to medium sized business has much of the same needs that larger ones have and now with the emergence of cloud based software, it has become even more affordable and accessible.

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Landing Page Design: The Secret Sauce, Reducing the Anxiety Factor

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Why do visitors buy from one landing page over another when the product or service is the same? Even though your product is a more effective, more efficient solution, the other company, represents safety and familiarity as a well-known brand.

A Lead Generation Plan Begins With Content Marketing Strategy

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We aim to be true partners with you, as we take pride on our commitment to build your business. You have an outstanding business model primed for continued growth. Aligning your content to your business objectives. Based on research from comScore, 85% of businesses use search during the purchasing process. Creating adgroups (categories) and ads for each specific product/service. Educate and influence potential customers about products and solutions.

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

We aim to be true partners with you, as we take pride on our commitment to build your business. You have an outstanding business model primed for continued growth. Aligning your content to your business objectives. Based on research from comScore, 85% of businesses use search during the purchasing process. Creating adgroups (categories) and ads for each specific product/service. Educate and influence potential customers about products and solutions.

A Lesson from Microsoft: Control Your Own Destiny

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Steve Ballmer’s opening-day keynote last week apparently conjured up a little déjà vu , with many of his product announcements having been heard before – more than once. Shaw, the company’s communication chief, wrote that the time had come, “because our product news milestones generally don’t align with the show’s January timing.”. Related Posts: Banner ads are growing, and can contribute to ROI Is Blogging Right for my Business?

The Secret to B2B Marketing Content That Helps Win More Clients; Buyer Personas

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Because business people lack the resources to deal with all their problems, you want to understand what motivates them to make it a priority to address the problem your product or service solves. For example, in a recent persona project I explored with a business owner why he had put a priority on addressing fraud. He told me that his company had been hemorrhaging money, and if he hadn’t found a solution to address fraud, he would be out of business.

SMB Marketing Automation: Getting Started with Content Strategy

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This same concept can be applied to marketing automation for small and mid-size business. Overcoming lack of understanding, resources, and content . We all have stories in our lifetime where we reference “chicken or the egg” regarding a reference to what comes first.

Two Google Adwords features worth testing for lead generation optimization: Call Metrics and Remarketing.

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Calls to this number will be rerouted to your business phone number. A few that I can think of: For a local business, retailer or contractor that wants to elicit phone calls as a call-to-action, and wants to target geographies that are not in its Google Places territory.