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.

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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.

ShoreTel Infuses Predictive for More Efficient Demand Gen

Ignite Tech

This large telephony and unified communications provider has no shortage of leads, and recognizes that having more people to call isn’t necessarily better. Their job is to fully qualify leads as opportunity-ready MQLs (and we go beyond typical industry standards for qualification) before passing them onto the partner and sales teams. We first segment our leads by explicit action (like “contact sales” requests or white paper downloads) which are prioritized by intent.

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.

A Nurture Strategy for Content Syndication Leads

The Point

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low. If your average sales cycle is 6 months, don’t expect content syndication leads to magically convert to opportunities in a matter of days. Quality content = quality leads.

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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.

What is Intent Data? The Predictive Sales Trifecta

DiscoverOrg Sales

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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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. Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. You begin nurturing leads from the moment you say hello.

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.

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. HERE ARE 9 SEARCH MARKETING TIPS FOR EFFECTIVE B2B LEAD GENERATION: UNDERSTAND THE NEW RULES OF RESEARCH. Marketing automation software and lead generation systems today are evolving.

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. Improved conversion: Since leads can be tracked with greater precision, your teams can accurately assess where they are in the buying cycle, and then set in motion the right sequence of nurturing steps to continue sales momentum.

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. As marketers realize the importance of distinguishing between buyer personas, there is more than one sales funnel you need to fill, filter your leads through and manage in order to drive conversions. The post Is it Time to Change the Universal Definition of a Lead?

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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. The system has been working quite well, delivering a high volume of early-stage leads. Every lead went directly to a sales rep, and when the sales team was unable to keep up with the volume, they’d move on, leaving many leads untouched.

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What is Intent Data? The Predictive Sales Trifecta

DiscoverOrg Sales

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.

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.

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 ). MQL to Sales Accepted Lead (SAL) ratios are touted as exceptional by marketing teams, eyed suspiciously by sales teams, and eyeballed by executive teams who say “just show me the opportunity pipeline.”. We have a bias, in terms of Marketing Qualified Leads. Sales Accepted Leads.

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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?” ” Well, the data is in and according to Forrester , businesses that put nurturing at the forefront of their lead generation strategies produce 50% more leads while slashing costs by 30%. 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

Marketo

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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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. With lead scoring based on having as much information about prospects as possible, fleshing out gaps in a customer profile delivers a level of enrichment and accuracy that can be useful determining the prospects’ position in the sales funnel.

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.

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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.

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. These early stages of the buying cycle fall squarely into the marketing department’s territories of content marketing, SEO, and social media. New analytics tools now allow marketers to decipher digital body language and turn a web visitor into a bona fide lead. Score and Qualify Leads.

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.

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.

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. Marketers’ primary goal is straightforward: to identify new prospects and progress them from one stage of the buying process to the next, ultimately moving them to the purchase stage. 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 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. This kind of information contains highly predictive buying signals, since the content is relevant to the purchase decision — for instance, which pages a prospect touched, links they clicked on and how long they spent on each page. These models are most commonly built on Leads, Contacts, Opportunities or Accounts objects.

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Top 5 Marketing Must-Haves for Asset Managers and More

Marketo

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. You’ll need a web-to-lead form on your website—essentially, a place for people to enter their contact information so that you can collect it. What type of information is important for your marketing and sales team to know about your leads? Lead Scoring.

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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Marketing Automation for Manufacturing: How to make it Your Firm’s Unfair Advantage

Lake One

By definition according to HubSpot , marketing automation is a tactic that allows companies to nurture leads through the buyer’s journey using personalized and valuable content. These activities can include email, lead routing, social media, managing contact data properties, lead scoring, contact follow up, and more. Manufacturers can have massive contact databases that house leads, vendors, reps, distributors, and customers alike.

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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A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Here’s a sample excerpt of a digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. From there, the lead generation plan is developed, followed by lead nurturing. There’s more to the proposal than this, but the basics of a lead management plan is in place. Increased leads.

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Here’s a sample excerpt of a digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. From there, the lead generation plan is developed, followed by lead nurturing. There’s more to the proposal than this, but the basics of a lead management plan is in place. Increased leads.

33 (of the) Best Marketing Strategy Guides and Insights of 2010

Webbiquity

Do we really understand why our customers buy from us? The 3 Reasons That Motivate B2B Buyers to Buy by The Marketing Melange. Bob Apollo suggests a three-phase plan to re-architect the sales and marketing process to better reflect today’s business buying process.

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.