October, 2014

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation

Tweet The ultimate goal of B2B marketing and lead generation is to help the sales team sell. Marketers spend a lot of time and effort creating inbound leads but struggle getting those leads to convert into customers after they hand them off to sales. As I talk to marketers about their lead generation results, I often hear statements like, “We’re generating lots of leads, but they aren’t converting” or “We need to increase lead quantity” or “We need to generate more qualified leads.”

8 Key Changes In Google Search B2B Marketers Should Know

KoMarketing Associates

As detailed in an article on Search Engine Land this past month, a new Google eye tracking study outlines the evolution of Google search results from 2005 to today. The key takeaway? Searchers are now looking outside of the “ golden triangle” of top organic results when performing Google keyword searches. What is the “golden triangle?”

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5 Tips For Maximizing Your Video Marketing

Oracle

Editor’s Note: Today’s post comes courtesy of Daniel Glickman,CMO of emaze. He loves analyzing marketing data and building strategic and tactical plans. Follow Daniel on Twitter @firmflair. A picture is worth a thousand words, and according to Dr. James McQuivey of Forrester Research, one minute of video is worth 1.8 million words.

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3 Ways Brands Can Succeed As Advertising And Technology Evolve

Marketing Insider Group

Well AdWeek is over. We found out that Jerry Seinfeld loves advertising. Or at least getting paid by advertisers. People are still talking about millennials. Even though many of those talking about it are millennials. Video and mobile platforms are growing in importance. Nothing really new there.

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.

Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook

The Point

It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries , a market share that won’t be decreasing any time soon. Its top 25 US-based search advertisers alone spent more than $1.3 Billion with Google in 2013. Increasingly, however, B2B marketers have other options when it comes to investing pay-per-click dollars.

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More Trending

Building Your Strategic Lead Generation Portfolio

B2B Lead Generation

Tweet To be successful at lead generation, marketers can’t rely on one specific tactic. Rather, they must leverage a portfolio of channels. The best marketers approach their work like a portfolio manager would run a mutual fund. Portfolio managers are constantly thinking about, and testing, the optimal investment strategy.

SMX East 2014: Key Takeaways & Statistics from the Show

KoMarketing Associates

At the beginning of October, Derek and I headed down to New York for SMX East. I was fortunate enough to speak on two panels, Competitive Research for SEO , and what may be my favorite SMX session, SMX Takeaways. Photo courtesy of Akvile Harlow. The nice thing about the takeaways session is it lets you hear about sessions you may have missed and see what was important to others in the industry. It also makes it much easier to compile the blog post you’re reading. So what were the key takeaways?

7 Ways B2B Marketers Can Build a Rock Star Audience on Twitter

Oracle

Editor’s Note: Today’s post comes courtesy of Carter Hostelley , the Founder and CEO of Leadtail , a social strategy and insights firm. For the past five years, he has championed the importance of social media to CMOs and senior marketers at leading business brands and venture-backed companies – specifically, how social media can reach, engage, and influence buyers.

Meagen Eisenberg, VP of Customer Marketing at DocuSign: Why “Buyer DNA” Effects Content for Demand Generation Programs [Podcast]

Crimson Marketing

Delivering “the right content to the right persona at the right time” could well be the mantra of the demand generation function of business today. It’s clear that the more targeted sellers can be about providing information their potential buyers need, the easier it will be to engage and nurture those leads. That is, of course, easier said than done.

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!

How Industrial Content Marketing Builds Stronger Relationships Based on Trust

Industrial Marketing Today

Strong relationships have always been the cornerstone in complex industrial sales. That hasn’t changed and won’t change in the foreseeable future. How we start and build new business relationships have changed in today’s digital age. Ask any successful salesperson and s/he will tell you that trust is the key to building strong and sustainable relationships. [.]

4 Reasons Why Social Media Is The WD-40 Of Inbound Marketing Success

The Forward Observer

Would you like more website traffic, leads, sales and happy customers? Social media can grease the wheels of your inbound marketing. Here''s how. You often hear it said, “You only need two things in life: Duct Tape and WD-40. If it moves and shouldn’t, use Duct Tape, if it doesn’t move and should, use WD-40.” WD-40 is a penetrating oil and water-displacing spray.

31 Tips for Improving Sales and Marketing Lead Generation Alignment

B2B Lead Generation

Tweet More often than not, there seems to be a disconnect between Marketing and Sales. Not having these two teams aligned can be a vital — and costly — mistake. How does your sales team perceive the leads Marketing produces? Be honest. They love them — couldn’t be happier! They complain about lead quality. They complain about lead volume. The say leads, what leads? Marketing gives us leads? If you chose answer No. 1, the first thing I would say is, well done.

3 Google Analytics Custom Reports to Measure the Impact of Your SEO Efforts

KoMarketing Associates

The typical B2B organization has many unique web pages and content assets. Analyzing overall organic or referral traffic data is helpful, but sometimes those performance metrics do not indicate whether specific SEO efforts are working or allow us to properly frame the story of our efforts to important stakeholders. In this post, I will walk you through three of my favorite custom reports in Google Analytics that add value to reporting and testing.

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.

Managing Digital Disruption: 12 Takeaways From Modern Marketing Experience Europe

Oracle

The theme of “digital disruption” was a core part of the event agenda this week at Modern Marketing Experience Europe. Companies around the globe are beginning to recognize the incredible transformation that marketing as an industry is undergoing, and are hungry to learn how to keep up with and get ahead of this shift to establish and maintain more meaningful digital relationships.

Jim Kruger, CMO of Polycom: What to Change in Your Demand Generation Strategy to Double Your Sales Pipeline [Podcast]

Crimson Marketing

“It’s not about how many things that you do, it’s really about what results you’re driving.” That is the principle that Jim Kruger, CMO and EVP of unified collaboration solutions provider Polycom, brings to his demand generation strategy. That means applying clear metrics to measuring the impact of its marketing system and creating discipline in budget allocation in accordance with proven ROI.

Banner Ads Must Die!!!

Marketing Insider Group

Earlier this week I was asked for my view on which marketing tactic is like “The Walking Dead” of marketing. I was honored to be included on the list of contributors along with amazing thought leaders in marketing like Ann Handley, Joe Pulizzi, Doug Kessler, Neil Patel and more. They suggested some outdated marketing tactics including over-promotion, quantity over quality and a lack of courage. And those are all good ones.

5 Ways To Know If Your B2B Blog Is Picking Up Steam

The Forward Observer

Are you wondering if your B2B blog is on the right track for successful lead generation? Focus on these five areas to know. All aboard! Your train is pulling away from the station and you’re on it. Your company has embarked on a blogging journey to increase the right kind of traffic to your site and to convert visitors to leads. Those leads can then be nurtured toward a sale and become raving fans of your company.

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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.

Where’s the Passion in B2B Marketing?

B2B Lead Generation

Tweet I’m writing this post at Dreamforce 2014. It’s been an amazing experience, and I’ve loved meeting leaders in sales and marketing from all over the world and being part of this community. In one of the keynote sessions with Tony Robbins, Tony talked about the power of engagement, citing a Gallop poll that showed 13% of employees worldwide are engaged at work. This was 142-country study of 180 million employees called the State of the Global Workplace.

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Content Marketing and Halloween: 5 Eerie Similarities

KoMarketing Associates

With Halloween fast approaching, I find myself taking a walk down memory lane, back to the days of trick-or-treating with friends from my neighborhood, lugging around pillow cases filled with candy that would usually last until early spring. During one of these waves of nostalgia, I made a connection between Halloween and my job as a content marketer…and then another…and another. In fact, some of my fondest Halloween memories have a direct correlation with content marketing best practices.

How Marketers Can Decipher the Data Deluge

Oracle

Marketers are inundated with a flood of data about customer engagement based on device, time, channel — the list goes on. While marketers say that making data-driven decisions is a priority, many companies fail to center their overall strategy around data as a way to drive business growth. Since everything from your car to your thermostat is now connected, data is being created faster than ever. In fact, according to a report by the U.S.

What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

Brian Kardon is a respected marketing thought leader, a “Top 10 Global CMO,” and a seasoned executive with a 20-year track record of success. He previously held top marketing roles at Eloqua, Forrester Research, and Reed Business Information before taking the reins as CMO at Lattice Engines , a pioneer in predictive applications for marketing and sales. I caught up with Brian recently to pick his brain about the sudden wave of interest in All Things Predictive. (HS)

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.

Content Marketing for Industrial Companies – Authenticity is Mission Critical

Industrial Marketing Today

Marketing sometimes gets a bad rap of being deceptive. There is a fine line between persuasion and deception. Stretching the truth, exaggerating the positives and putting a positive spin on the negatives have been staples of marketing for a long time. Today’s industrial buyers are far better informed and using deceptive marketing practices won’t get [.]

Market Your Marketing: 4 Ways To Increase B2B Blog Traffic

The Forward Observer

Is your B2B blog traffic slowing down? Here''s how to pick up the pace of your blog marketing to increase awareness, traffic and leads. b2b marketing blogging

Why Content Creation Isn’t Everyone’s Job

Avitage

I read with interest John Jantsch’s Duct Tape Marketing blog Why Content Creation Is Everyone’s Job. The post raises good ideas with, in my opinion, the wrong conclusion. It’s a short post, I suggest you read it. I’d like to offer a different perspective and approach. This is a teachable moment. The lesson involves the difference between thinking like a marketer, and thinking like a publisher.

How Does B2B Marketing Compare to B2C?

KoMarketing Associates

This is a question that I get asked frequently and often wonder at times myself : How does B2B marketing compare with B2C marketing? In specific areas of implementation, like creativity and audience targeting, B2B marketing has specific qualities that may make it easier to implement than projects aimed toward B2C audiences. While both types of marketing focus on targeting a specific persona or audience, the way we go about it can vary.

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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.