Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost? The big hurdle they face is in engaging and converting readers into prospects, leads and ultimately customers. And in a complex industrial buy cycle, things can get well…complicated.

Rules of B2B Lead Scoring – Who’s Hot, Who’s Not

Industrial Marketing Today

Lead scoring has become very important in today’s B2B marketing. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. This has resulted in fewer direct interactions with sales reps from vendors. Lead scoring, a key component of lead nurturing and management, is an effective tool for aligning sales and marketing. Lead scoring increases sales productivity and drives revenues.

What is Intent Data? The Predictive Sales Trifecta

DiscoverOrg

Your website is likely one of your biggest lead sources … but it goes without saying that it’s not the only source of content online. When prospective buyers hit your website, you can track the activity and bump up lead scores accordingly.

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9 Search Marketing Tips for Effective B2B Lead Generation

LEADership

9 Search Marketing Tips for Effective B2B Lead Generation. Their digital marketing agency was in the room and so were the key team members who managed their lead automation system and CRM. I asked him how long it would take the prospect to lead the headline of the blog post.

Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs.

What is Intent Data? The Predictive Sales Trifecta

DiscoverOrg

Your website is likely one of your biggest lead sources … but it goes without saying that it’s not the only source of content online. When prospective buyers hit your website, you can track the activity and bump up lead scores accordingly.

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6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. and key activities (Web site visits, topics researched) and scores at both company and individual levels. Company models score each company’s likelihood to buy from the client.

Lead Nurturing: 5 Useful Tactics to Get More Opportunities

B2B Lead Blog

Lead nurturing is one of those things that’s easy to talk about but hard to do. In this post, I’m going to share how to apply lead nurturing to help advance leads through three stages of your demand generation funnel to get more sales qualified opportunities.

4 Ways Marketing Automation Can Create a Pot o’ Gold

Marketing Action

Lead nurturing, account monitoring, campaign design and implementation, sales tracking, conversion, and customer retention can all be improved through marketing automation. Decreased costs: Marketing automation vendors typically offer their platforms as hosted or web-based solutions (e.g.,

How to do Lead Nurturing Right

Webbiquity

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement.

What is the ROI of Lead Management?

LeadSloth

Earlier this year I downloaded Silverpop’s lead management workbook , and I planned to write about it. Unfortunately, not enough time… Last week I received a copy of Marketo’s Lead Nurturing workbook. Why Lead Management. Lead Scoring.

Is it Time to Change the Universal Definition of a Lead?

LEADership

So do we need to revisit the universal definition of a lead in the world of sales and marketing? Here’s What HAS Changed with B2B Lead Generation: Building volume at the top of the funnel is easier. This can be a good thing; provided you have a 360° view of your lead generation process.

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How PeopleHR Went From Lead Overload to Record-Setting Revenue

Marketing Action

Lead Overload. The marketing team at PeopleHR has rarely had a problem when it comes to generating inbound leads. Each campaign is designed to provide an asset through lead capture forms on their web site. Well, their cost per lead (CPL) was averaging around $60.

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What is a Marketing-Qualified Lead? What MQL Really Means

Act-On

Definitions were set, processes were tested, sales and executives bought in across the board, and the panacea of the Lead Marketing Funnel brought peace to all. Marketing Qualified Lead (MQL ). We have a bias, in terms of Marketing Qualified Leads. Event-based leads are similar.

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Marketing Content That Sells

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Marketing Content That Sells When talking with lead nurturing and marketing automation vendors they all make it seem very easy.

How to Choose the Right Predictive Analytics Tool for Account-Based Marketing

NuSpark

More successful lead qualification. ” What to Look for in a Vendor. Most predictive analytics vendors make use of multiple data points to help “feed” the models and forecast potential high-value accounts. Research Vendors.

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

Modern Marketing

Myths are plentiful when it comes to B2B lead nurturing. Let’s step back a minute and ask a key question, “Why is lead nurturing so important?” Lead nurturing works. You Can Nurture a Complex Sales Cycle with Email Alone.

BtoB Leading Edge: 10 Sharp Tips taken from the Cutting Edge Demand Generation Virtual Conference

Modern B2B Marketing

Yesterday’s BtoB Leading Edge, Demand Generation in the Digital Age was a great way to make sure your organization’s demand generation programs are best-in-class.   With almost 5,000 registrants, it is clear that B2B marketers are concerned about getting the most out of their demand generation and lead management programs. The Kern Organization did an impressive presentation about B-to-B offer strategies that keep your pipeline filled with the best leads.

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B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

There have been many studies done over the years that indicate that price information is the very reason why most B2B buyers visit a vendor’s website.

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Marketing technology that raises ROI and accelerates sales

Conversica

Any company involved in lead generation or lead purchasing may find the new marketing technology can dramatically improve marketing return on investment (ROI) and accelerate the sales process. Many companies generate a lot of marketing leads but then waste many of them, which drags down their results. Knowing when to pass a lead to sales is a big challenge that marketing automation vendors have tried to solve with lead scoring.

5 Keys to Revenue-Boosting Demand Generation

Marketing Action

Treating leads like gold, it moves them from marketing to sales without any of the traditional barriers of a silo, nurturing these leads into long-term business. New analytics tools now allow marketers to decipher digital body language and turn a web visitor into a bona fide lead.

How Technology on the Trade Show Floor Can Help Your Sales Team Work Smarter and Sell More

B2B Lead Generation

Yet, many companies still measure marketers on cost-per-lead metrics when such metrics are inadequate for measuring face-to-face interactions at trade shows. CEOs need to look at the economics of competitive market dialogue holistically, with Marketing and Sales working together to walk customers and prospects through the buying cycle as economically as possible. Of course, many vendor messages will be generic and therefore ineffective.

What does intent data mean for the data-driven marketer?

Ignite Tech

Nonetheless, it’s a topic that will continue to gain steam as more companies look for new ways to identify and predict where customers are in their buying journey. These models are most commonly built on Leads, Contacts, Opportunities or Accounts objects.

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Nurturing Leads With Webinars: Awareness is Just the Beginning

Marketing Action

B2B technology buyers are using this information in the early stages of the buying process and aren’t engaging directly with salespeople until much later. But how do you guide a lead from the first inquiry to a lifetime of customer loyalty? Ready to learn more about lead nurturing?

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What Not To Do For Better B2B Customer Relationships

Industrial Marketing Today

Buyers of technical products and services do look to vendors for providing relevant information for solving their problems. The two most important factors in rating vendor performance were extensive knowledge of product/service features and overall sales experience.

The Disconnect Between B2B Content Marketing and Customer Engagement

Industrial Marketing Today

Also see a very interesting post from Junta42, “Engage and Inspire Employees First, Customers Second.” ) Because of the longer cycles and the complexities of B2B and industrial sales, marketers find it very difficult to associate leads to specific marketing content.

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Top 5 Marketing Must-Haves for Asset Managers and More

Modern B2B Marketing

I remember asking him “Where do the leads come from?” Lead Generation Forms. If you have a website, use it for lead generation. But all that traffic is useless unless you have a way to turn it into leads. Lead Scoring.

15 Need-To-Know Lead Qualification Stats for B2B Marketers (with Takeaways)

SnapApp

A well-oiled inbound sales machine means reps spend less time working low quality leads, and more time closing sales. More leads in, more revenue out. In fact, almost half of B2B sales reps list lead quantity and quality as their top challenge: ( Source ).

5 Mistakes Companies Make When Automating Their Marketing

ANNUITAS

Emails are created, sent out to a list of potential buyers and those who respond are deemed leads and those that do not are targeted for the next campaign which may be a webinar, event, video, etc. Putting product content in at the Engage stage of the buying process means nothing to a buyer.

5 Useful Lead Nurturing Tactics to Get More Opportunities

B2B Lead Generation

Lead nurturing is one of those things that’s easy to talk about but hard to do. In this article, I’ll share how to apply lead nurturing to help advance leads through three stages of your lead generation funnel to get more qualified opportunities. Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. Three Lead Generation Stages You Need to Nurture. Don’t rely on just one primary lead source.

5 Rules of Website Redesign for Engaging Engineers and Industrial.

Industrial Marketing Today

Rule #1: Natural or organic search engine optimization (SEO) In the research phase of the industrial buying cycle , engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem.

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Aberdeen Predicts Web Content Systems Will Add Marketing Automation: I Agree, But.

Customer Experience Matrix

See my July 14 post on CMS vendor SiteCore for a more detailed explanation, and the admission that I borrowed much of this thinking from SiteCore VP Marketing Darren Guarnaccia. Opposing viewpoint: marketing automation vendors tell me they don’t see CMS systems as competitors, largely because the systems are sold to IT rather than marketing departments. The new paradigm in customer engagement assumes consumers have control over the buying process, not marketers.

B2B Appointment Setting - Best if Nurtured First

Smashmouth Marketing

As you all know, Green Leads is in the b2b appointment setting business. Inbound leads as a result of the nurturing campaign were routed to their inside sales team. Since then, five of our clients have started feeding us nurtured leads to augment traditional raw names.

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B2B Appointment Setting - Best if Nurtured First

Smashmouth Marketing

37% of prospects that were nurtured move on to further sales activity from an introductory meeting -- 12% hig her than those not nurtured As you all know, Green Leads is in the b2b appointment setting business.

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Is 2014 the Year of Marketing Automation? For SMBs, Signs Point to Yes.

Marketing Action

The takeaway: Small and mid-sized businesses are actively considering marketing automation as a viable tool that can increase efficiencies, improve lead management, and drive revenue. However, many vendors are now focusing on selling to the small and mid-size business market.”.