September, 2009

Lead Generation Check list – Part 3: Develop and intensify your Ideal Customer Profile

B2B Lead Generation

I’ve started an eight-part series I’m calling the ‘Lead Generation Checklist.’ Each post in the series addresses a step that in my experience helps improve lead generation efforts. The first installment discussed changing your mindset to focus on conversations not campaigns. In Step Two, I discussed how to align sales and marketing as one team.

Ten Critical Questions to Ask about Your Marketing Strategy

ViewPoint

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An Interview With Mike Damphousse About B-to-B Appointment Setting

Sales Lead Insights

This is the first in a series of occasional interviews with top practitioners in the field of B-to-B demand generation. Today’s guest is Michael Damphousse , CEO/CMO of Green Leads, LLC , a firm that specializes in using the phone to get qualified appointments for its clients’ salespeople on a pay-per-performance basis. Mike is an experienced marketer, having served as CMO of two software companies before starting Green Leads.

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Why Social Media Really Matters

Customer Experience Matrix

Summary: marketing has shifted steadily over time from passive to active consumer engagement. Social media is the latest stage in this evolution. Marketers need to master new skills at each stage; as they do, advertising budgets will shift to take advantage of the new medium's increased effectiveness. Of all that research I mentioned last week , two pairs of facts stood out.

Your New Schematic for Next-Level Sales Coaching & Enablement

Speaker: Matthew Hawk, President of B2bTrainers

The term “sales enablement” applies to a dizzying array of best practices and technologies. In addition, there is tremendous competitive pressure not to fall behind. No matter where you are in your current sales enablement strategy, one thing is key: success ultimately rides on the habits of your sales managers & marketers. In this webinar, Matthew Hawk will lay out an in-depth schematic for your next-level sales coaching, demonstrate the key activities that comprise success, and walk you through several examples of sales coaching cadences that apply to all salesforce sizes.

How to Make Your Thank You Page Work Harder

The Point

The Thank You Page is the forgotten child of online marketing. As the place to send prospects once they’ve filled out your registration form, most thank you pages host the content on offer, a Google conversion code, a link to the corporate Website, and little else. But is that a missed opportunity? [.].

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Improve your Lead Generation: 8 Takeaways from the B2B Marketing Summit

B2B Lead Generation

Last week, I was a speaker at MarketingSherpa's B2B Summit in San Francisco. I had a great time learning and connecting with fellow attendees. For me, the most valuable part of attending was hearing what other marketers are doing to drive results in their companies. If you didn't get a chance to attend last week's event here's a summary by the Sherpa team on 8 things you can focus on to improve your lead generation results.

Take This Lead and Shove It!

ViewPoint

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Industrial Marketers: Is this News Good or Bad?

Sales Lead Insights

According to a recent survey of engineering, technical, manufacturing and industrial professionals: Although the majority expects their companies’ spending to remain flat or down, more than a third (36%) said they expect spending during the second half of 2009 will increase compared to the first half of year. You can get the free white paper with complete survey results and analysis here. So is this good news or bad news?

Show Me the Numbers: Hard Data on Internet Use and Media Spend

Customer Experience Matrix

Summary: Here are links to about twenty studies with statistics on online media consumption and advertising spend. Many are contradictory, but it's clear that marketers need to invest in social media, which might eventually replace search as the primary way that customers find them. I’m sitting on a panel next week that will discuss long-term marketing trends. Naturally I have plenty of opinions on the topic, but just for fun I decided to scare up a few facts to reinforce them.

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

New FTC Disclosure Guidelines for Testimonials and Endorsements

WriteSpark

In October 2009, the U.S. Federal Trade Commission (FTC) is expected to issue new guidelines for disclosure about a company's use of the testimonials and endorsements received from both customers and expert reviewers.

TechValidate: Marketing Content that Writes Itself

The Point

What single hurdle keeps B2B marketers from achieving the best possible results from inbound marketing, social media, and lead nurturing? It’s content. (Or Or rather, it’s LACK of content.) Without a consistent stream of compelling, original, relevant information to offer, landing pages fail to convert visitors to leads, blogs wither, and lead nurturing [.].

Lead Generation Data: Converting leads to pipeline revenue is biggest issue for marketers

B2B Lead Generation

I recently hosted a poll to ask fellow marketers which aspect of the B2B lead generation frustrated them the most. Overall, 34% of the 94 participants replied that converting leads to pipeline revenue is the biggest issue for them. According to the comments, most folks weren’t surprised. View poll data here. One participant said he picked converting leads because he believes earning the trust of buyers is the single biggest challenge for businesses.

8 Tips to Get Started with Marketing Automation

LeadSloth

“Where do I start?” is the question I get asked most by attendees of the MarketingSherpa B2B Marketing Summit in San Francisco. Marketing Automation is still very new for many companies, and it’s not immediately obvious how you can get started step-by-step. In this post I listed 8 ideas to address this question (and feel free to share yours in the comments!). Choose Your Products and/or Business Unit.

The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

Be my guest at my all-new webinar on A/B and multivariate testing *specifically for B2B marketers*.

Sales Lead Insights

I’m presenting this Webinar with my co-host Anne Holland. You probably already know Anne. She founded MarketingSherpa. Now she’s publishing a new resource site called WhichTestWon.com. In our webinar, you’ll get: Case Studies of A/B tests run by B2B marketers to improve lead generation. How to convince your boss (or the CEO) to let you run tests. What to test (and what not to bother testing).

Adobe Buys Omniture: Good for Marketers, Bad for Marketing Automation Vendors

Customer Experience Matrix

Summary: Adobe's agreement to purchase Omniture illustrates the on-going convergence of Web content management and Web analytics systems. This puts pressure on marketing automation vendors, who also want to provide Web analytics and content management, and who are already being pressed by customer relationship management (CRM) vendors. That's a pretty unpleasant position. Adobe 's announcement that it will purchase Omniture for $1.8 billion makes perfect sense.

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101 Tips from 50 Small Business Bloggers

Industrial Marketing Today

I came across an incredible blog post recently that I think every small business owner should read. As an entrepreneur your days are probably packed with items that need your immediate attention. As a result, it becomes increasingly

Social Media will Disrupt every Function in your Company

Buzz Marketing for Technology

We are at an interesting inflection point with Social Media today. One that threatens to disrupt and reinvent every function in your company over the next few years. Social Media already has changed Marketing forever. You can’t attend a conference or read a blog post without hearing about the latest in this field. Marketing is still playing catch up and will be for a while since we are still at the very early stages of the Social Media game.

How to Redirect Your Indirect Channels by Enabling the Right People

Speaker: Jay McBain, Principal Analyst – Channels, Partnerships & Ecosystems

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEOs feel that their current business models will be unrecognizable in the next 3 years. Join Jay McBain from Forrester as he unpacks these future trends.

Cold calling and the Complex Sale: observations you can learn from (thanks to my daughter)

B2B Lead Generation

I was somewhat shocked to find out that my 14-year-old daughter had searched YouTube recently for any mention of her dear old dad. She stumbled across a video that included a recent mention of my book, Lead Generation for the Complex Sale. Isn’t it just amazing how easy it is in today’s world for our children to get the goods on their parents? It’s something that my generation will never quite adjust to.) But, excuse me, I’m digressing. The video turned out to be pretty interesting.

9 Marketing Automation Metrics

LeadSloth

Marketing Automation is on its way to the peak of the hype cycle. People start adopting software because it’s cool, not because they know what to do with it. The result: inflated expectations. However, there are a couple of B2B Marketing experts who understand how to avoid inflated expectations. One of them is Megan Heuer of SiriusDecisions. Together with Craig Rosenberg (aka The Funnelholic) of Tippit she presented a webinar called The 9 Metrics Every Marketer Must Track.

MarketingSherpa Marketing Summit, Kim Albee of Genoo Talks Social Media Lead Gen

Smashmouth Marketing

This past week was the first in a series of two great conferences, the MarketingSherpa's 6th Annual B2B Marketing Summit 2009 in San Francisco. Next week, Oct 5 and 6, will be the Boston summit. Find me there and say hello. We published the Top 20 tweets of each day of the conference here: MarketingSherpa Marketing Summit, Top 20 Posts from Day 1 MarketingSherpa Marketing Summit, Top 20 Posts from Day 2 One of the speakers was Kim Albee, President of Genoo , a provider of online marketing tools.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. The system is aimed at small business but offers an interesting design lesson for everyone. When Net-Results ’ showed me their marketing automation system, the demonstration ended so quickly that I wondered what was missing. But on reflection I realized that Net-Results offers a full set of demand generation functions.

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

ClickInsights: 3 important components that will make a great case study

Ambal's Amusings

ClickInsights is an Expert Interview Series brought to you by Connect the Docs (ClickDocuments blog). In ClickInsights Expert Interview Series we feature "top-notch" industry experts and thought leaders and get their insights, opinions and predictions. We also ask for their suggestions on what reports, whitepapers etc to read to keep abreast with latest trends in their industry. All case studies are not created equally. Why are some case studies more effective than others?

6 Easy Steps to Increase Leads from Your Corporate Blog

The Point

Title your posts for Google and Twitter. Forget nuance. If your blog post showed up in a Google listing, would someone click on it? Is it short (well short of 140 characters) so that someone can easily retweet it without editing? Does it immediately communicate, in specific, tangible terms, what the [.].

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Lead Generation Checklist - Part 2: Sales and Marketing – One Team

B2B Lead Generation

I’ve started an eight-part series I’m calling the ‘Lead Generation Checklist.’ Each post in the series addresses a step that will help to make your lead generation campaigns work like a well-oiled machine. In the first installment , I discussed tackling your organization’s mindset. Your touches should be conversations not just campaigns. Your “marketing” approach should be more consultative. The post received a lot of great comments.

LeadSloth Marketing Automation Blog – Survey Results

LeadSloth

LeadSloth Marketing Automation Blog – Survey Results. About two weeks ago I posted a survey that asked the LeadSloth readers what they wanted to read about. As it goes with surveys, it took some effort to get people to fill it out. But this week it reached critical mass, so I was able to draw some interesting conclusions. The Most Requested Topics. The top 6 topics mentioned in the survey were: Metrics & ROI. Marketing Automation Best Practices. Lead Nurturing / Drip campaigns.

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How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.