November, 2010

Want a Bigger Marketing Budget? Send Less Leads to Sales

B2B Lead Generation

If your 2011 marketing budget is tighter than you want it to be, trying giving sales less leads. According to Marketing Sherpa’s just-released 2011 B2B Marketing Benchmark Report , a whopping 80 percent of the 935 respondents said they pass unqualified leads along to sales. That’s a costly mistake. Let me explain why: For every 100 raw leads, only 4 to 7 are ready to buy.

Budget 191

Is the era of PR over?

Chris Koch

Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore. First, let’s define what PR means from the perspective of the customer (i.e., a journalist) and the customer’s customer (i.e., the readers of the journalists’ publications). Looked at this way, there are only two types of PR: Guard dog PR and placement PR. Let’s look at each in more detail. Guard dog PR.

PR 190
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An Introduction to Lead Scoring

NuSpark

Lead Scoring for B2B companies can be a very valuable method to ensure that sales people in your organization are spending time with quality sales-ready leads. As potential buyers navigate through their own personal purchase funnels, their level of engagement typically increases as they get closer to their first contact with your sales people.

How to Write a Content Marketing Blog Post

Writing on the Web

Here’s a little review of steps involved in writing and publishing a blog post: Once you have written the body of the post, it’s time to check for effectiveness: Before you publish, here are a few smart things to check for: And now you are ready for important final steps… What is missing here? What additional steps should smart content marketers take to get results from blogging? Blog this on Blogger. Subscribe to the comments for this post? Share this on del.icio.us. Digg this!

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.

5 Ways to Segment Your Lead Nurturing Campaign

The Point

Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond. The primary means of increasing relevancy is by utilizing segmentation, i.e. segmenting your list and tailoring your message accordingly.

More Trending

B2B marketers: Please don’t believe everything you read.

Sales Lead Insights

One of my favorite marketing magazines, BtoB , featured an article in its November 8, 2010 edition which posed some questions to Brian Halligan, CEO of marketing software company HubSpot. One of the questions was "How can b2b marketers improve their lead-nurturing efforts?" " Brian's answer was, "B2b companies are way too obsessed with the middle of their funnels—[i.e.,] what do I do once I get a lead?—and

BtoB 156

Stop doing PR. Start doing visibility.

Chris Koch

Thanks for the great comments on last week’s post, “Is the Era of PR Over.&# Okay, so if the traditional model for PR is failing, what do we do instead? Most journalists have discovered social media as an important research tool. And research shows that even the stodgiest C-level executive does at least three web searches per day.

PR 165

60 Articles on B2B Marketing Analytics!

NuSpark

Tony Karrer, founder of Browse My Stuff and the person behind Social Media Informer and B2B Marketing Zone offered to do some Filtering and Curating in preparation for my upcoming webinar: How to … [ visit site to read more ].

Content Marketing Matters: What’s Your Brand Personality?

Writing on the Web

What are two key elements to creating content that get results? I stumbled across an interesting quote on a site that gets to the heart of content marketing matters: “Evolution tends to favor action over thinking. That hasn’t changed. Emotion controls the mind as it did when humans first came on the scene. “People react much more emotionally than companies dare to think. Purchasing decisions are never driven by logic alone.

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!

3 Business Blogs with Proven ROI from Industrial Companies

Industrial Marketing Today

A business blog is an important and integral component of inbound marketing. While there are plenty of business blogs from B2B marketing consultants (including this one), industry portals and vertical search engines, there aren’t too many from manufacturers and industrial companies. Manufacturing marketers do understand the value of a business blog for thought leadership, search engine optimization (SEO), lead generation and community building but proving its ROI has been a challenge.

Mapping Content to the Sales Funnel AND Buyer types

Buzz Marketing for Technology

You often hear about the concept of mapping content to the sales funnel (especially in B2B Marketing) but it’s not so common in practice. I will self confess that I have ignored this one for a while. The other version of this is the mapping of content to your buyer types and this too is one I have ignored for a while … until now!

Funnel 203

Email Critique: Adobe Webcast Invite Keeps It Simple

The Point

I’ve praised Adobe’s marketing design before in this space, and the email below is yet another example of how a well-constructed brand standard can work equally well across multiple media. In this case, an invitation to download a recorded Webcast, Adobe combines a clean email design with clear, concise selling copy that gets to the point quickly and with a minimum of fuss. Here’s what I like: 1. Use of optimization copy means even on a smartphone the reader will see the primary selling message.

Report: Blogs Are An Important Part Of The Marketing Mix

Marketing Insider Group

The proof is in folks: blogs are an important part of the marketing mix, according to Technorati's recent ”State of the Blogosphere” report. And even though bloggers stated feeling that they aren't treated with the same respect as

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.

Google Pay-Per-Click Options; Enhancing Your Campaigns

NuSpark

Are Google Pay-per-click ad campaigns frustrating you? There are ways to make Google work better for you! So you’re looking at your Google pay-per-click program, and you scratch your head because you’re in a competitive field, and to be in the top three positions will cost you more than you wish to pay. Google has increased the importance of the top three positions recently with the advent of Google Instant, and the reorganization of how Google Places works.

Click 153

Neuromarketing and How Content Marketing Works

Writing on the Web

What are 3 ways to frustrated your reader’s brains? Last week, I presented a speech at the 5th International Customer Media Congress in Haarlem, The Netherlands. Besides sharing what neuromarketing is teaching us about the brain and marketing, there are tips here for most web-based content publications. I hope you enjoy it and learn something. Let me know if you have questions… Blog this on Blogger. Subscribe to the comments for this post? Share this on del.icio.us. Digg this!

Work 169

Content and Social Marketing: Connecting and Engaging with 10K+ Engineers

Industrial Marketing Today

Most marketers agree that content marketing and social media have become mainstream B2B marketing strategies. Nine out of ten B2B marketers are now using content marketing to grow their businesses, according to the recent study released by MarketingProfs and Junta42|Content Marketing Institute.

Social 214

Mapping Content to the Sales Funnel AND Buyer types

Buzz Marketing for Technology

You often hear about the concept of mapping content to the sales funnel (especially in B2B Marketing) but it’s not so common in practice. I will self confess that I have ignored this one for a while. The other version of this is the mapping of content to your buyer types and this too is one I have ignored for a while … until now!

Funnel 203

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.

3 Reasons to Add Email to Your Lead Follow-Up Process

The Point

A client writes: “I notice you recommend both email AND phone follow-up to inbound leads from programs like content syndication. Our inside sales reps are fairly prompt about following up with all leads by phone. Why do I need to set up automated email response as well?”. My response: Most all of our clients combine email and phone follow-up – i.e. inside sales calls combined with some kind of automated email response. Here are the key reasons: 1.

Want a Bigger Marketing Budget? Send Less Leads to Sales

B2B Lead Generation

If your 2011 marketing budget is tighter than you want it to be, trying giving sales less leads. According to Marketing Sherpa’s just-released 2011 B2B Marketing Benchmark Report , a whopping 80 percent of the 935 respondents said they pass unqualified leads along to sales. That’s a costly mistake. Let me explain why: For every 100 raw leads, only 4 to 7 are ready to buy.

Budget 138

OK already- It’s time for Marketing Automation

NuSpark

I’ve been advocating marketing automation systems for quite awhile, because as a lead management company, we feel responsible for just not getting your company found on the Internet, but getting those prospects to become sales. Marketing automation is a tool that guides prospects through their purchase cycle via quality, compelling content until they become sales-ready leads.

7 Mistakes Speakers Make with Presentations

Writing on the Web

We’ve often heard the brain can only hold seven things in mind. The brain research behind this is valid, and in everyday life we experience it with 7-digit phone numbers. This week in Las Vegas, at Chris Farrell’s and Mike Filsaime’s Affiliatedotcom.com event , many speakers presented “7 Steps&# to better internet marketing. But I think there’s a perception that an audience will listen and remember 7 things from a presentation which is wrong.

Digg 156

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.

Why More Engineers Ought to be in Sales and Marketing

Industrial Marketing Today

In most manufacturing and industrial companies, engineering, sales and marketing operate in their own silos, barely acknowledging each other’s existence. The disconnect is strong and distinct. As clichéd as this may sound, it seems Engineers are from Mars, Marketers are from Venus. I feel I am qualified to talk about this problem because I am an engineer who makes a living as an industrial marketer. I see and experience this problem first-hand with my engineering and manufacturing clients.

Sales 210

Alterian Alchemy Knits Together Marketing Components

Customer Experience Matrix

Summary: Alterian just announced Alchemy, which provides a new interface and tight integration across existing components. Alterian last week announced a new generation of products called Alchemy. It’s positioning these as “customer engagement solutions” rather than “campaign management” solutions. The general idea seems to be that customer engagement involves digital dialogs while traditional campaign management is mostly about outbound messages. Happily, there’s more here than new labels.

FAQ 195

Brand Advocates vs Brand Adversaries – it’s a Very Thin Line!

Buzz Marketing for Technology

Everyday I provide support on the social web to customers. For the last 18 months we have solved hundreds of issues both small and large for customers around the globe, some as quickly as 15min others as long as 24 hours. But what’s becoming clear to me is that real time communications is essential in this new multi channel world where you better be listening for your customers and delighting them with Social Customer Service.

Brand 195

Does Marketing Automation Work With a Cold List?

The Point

On Focus.com , Holly asks: “Does marketing automation work if I only have a cold list of records? How effective would using this cold list be?&#. My response: It’s true that most marketing automation implementations involve either customers or existing prospects – people with whom the company has had prior contact – but there’s no reason why you couldn’t use the same technology against a cold list.

List 136

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.