September, 2013

Priming Industrial Websites for Content Marketing

Industrial Marketing Today

Many of my industrial clients are starting to plan and budget for 2014. High on their list of priorities is redesigning their industrial websites. A welcome change in these discussions [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.]. Industrial Blogs Website Design & Development Content Marketing Inbound Marketing Industrial Marketing industrial website redesigns

Lead Generation: How using science increased teleprospecting sales handoffs 304%

B2B Lead Generation

Tweet I have a confession to make. There’s something I wish I would have known when I wrote my best-seller, Lead Generation for the Complex Sale. It’s this: This is a patented Conversion Heuristic created by MarketingExperiments, a division of MECLABS, that’s typically been used as a systematic framework to analyze a conversion process. So, I wanted to see if this heuristic could be applied to lead generation through teleprospecting.

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The 4 As of Sales Enablement Content Success

Oracle

by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Brendan Cournoyer , Content Marketing Manager, at Brainshark , a leading sales enablement platform provider. For more insights from Brendan, visit the Brainshark Ideas Blog. Sales enablement is certainly a hot topic right now for B2B organizations. It seems everyone is looking for new ways to increase sales productivity and effectiveness. The question is: How?

What Is The Future Of Content Marketing?

Marketing Insider Group

Last week I attended Content Marketing World where I joined over 1,700 marketers from more than 40 countries around the world. This was the biggest marketing conference I have ever attended. And it represented a huge increase over the 1,000 marketers who attended last year. What makes Content Marketing World so great? There are a lot of things, such as the mastermind behind the whole operation, Joe Pulizzi (@ JoePulizzi ) and his amazing staff at the Content Marketing Institute.

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.

The Secret to B2B Landing Page Construction: Foundation and Framing

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer With the right supporting infrastructure and framework, landing pages can help B2B marketers increase the number and quality of leads. A landing page is a website page specifically designed to convert visitors to leads. It collects and process information on website visitors who identify themselves in return for valuable content. Landing pages are instrumental in B2B lead generation today.

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Why Many Industrial Websites Underperform

Industrial Marketing Today

There are many reasons for an industrial website’s failure to deliver anticipated results. The list is long – poor search engine optimization, bad user experience, content that doesn’t match visitors’ needs [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.]. Industrial Websites Content Marketing Industrial Marketing sales eneablers Website redesign

Lead Gen: A proposed replacement for BANT

B2B Lead Generation

Tweet According to the MarketingSherpa 2012 Lead Generation Benchmark Report , 24% of marketers ask a timeline-to-purchase question on their lead capture forms. Q: Please select the most important fields that you need to collect from your leads on the lead generation form. Another 17% ask budget-related questions. I suspect marketers do so because they have heard about “BANT qualified leads” and apply these criteria to Web forms. For the uninitiated, BANT is an acronym: B = Budget.

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How to Power Your Sales Funnel With Video Content

Oracle

by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Jon Spenceley, the Community Marketing Manager at Vidyard. He’s passionate about helping companies get the most out of their video marketing investment. When a prospective buyer starts searching for a solution and lands on your website, there’s nothing more engaging to present them with than a quality video.

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Content Quality vs. Content Quantity – The Great Content Debate

Marketing Insider Group

Content quality vs. content quantity. How much content is enough? How good does it need to be? Every business struggles with this question. And the quality vs. quantity debate is something marketers have always struggled with. Reach vs. frequency. Sending enough leads to satisfy sales vs. sending them leads that convert to purchase. And content marketers in every industry are now facing the same dilemma: How much content is enough and how good does it need to be?

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!

Two Landing Page Tips To Make You Look Like A B2B Marketing Genius

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer B2B marketers can dramatically boost their lead conversions by researching buyer personas and increasing the number of landing pages. A landing page is a website page specifically designed to convert visitors to leads. It collects and process information on website visitors who identify themselves in return for valuable content. Studies show that 75-98% of B2B website visitors are performing research.

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Do I need it in order to do lead nurturing?”. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads. After all, a simple monthly email newsletter to your database – something you can accomplish with only the most basic email service provider (ESP) – nurtures leads.

Marketing Automation Alone Can’t Deliver ROI for Industrial Companies

Industrial Marketing Today

Let me start by saying that I’m a big believer of Marketing Automation (MA) and have seen it produce incredible marketing ROI for some manufacturers and industrial companies. Then why [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.]. Industrial Lead Generation Industrial Marketing Automation industrial lead generation marketing automation MQL SQL

B2B Marketing: The first step a systems integrator took to achieve Sales-Marketing alignment

B2B Lead Generation

Tweet “One of the most important things you can do for your sales team is to generate qualified sales,” Kelly Harman, Vice President, Marketing, Carousel Industries, said at B2B Summit 2012. Her presentation, “Make Marketing Indispensable: Strategies for turning the sales team into your biggest fans,” featured steps marketers can take to achieve a productive, cooperative relationship with Sales.

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.

Celebrate the 2013 Markie Awards Finalists And Vote For Your Fan Fave!

Oracle

by Eloqua | Tweet this It’s that time again! Finalists for the Markie Awards have been announced! Winners will be revealed during Eloqua Experience , Oct. 23-25 at the Hilton Union Square in San Francisco. The Markies honor strategic, collaborative, and tactical marketing and sales innovation. Check out the 2013 Markie Award Finalists: Automation Outside the Box. dotloop. Synopsis, Inc. The Dow Chemical Company. Thermo Fisher Scientific Inc. Best Alignment of Marketing and Sales. Cvent, Inc.

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Why Do Content Marketing?

Marketing Insider Group

Why do content marketing? I get asked this question all the time. The answer of course is that you should do it because it works. The answer is that you should do it because most of your marketing is getting less effective. We know that if we create content our customers want, content that is helpful or entertaining to them, then we will attract buyers. We will earn their trust. And ultimately that will translate into business value in the form of revenue and loyal customers.

How To Give Your Calls To Action a Fighting Chance at Generating Leads

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer By following some simple, yet tested and proven best practices for call to action development and placement, B2B marketers can dramatically increase their lead generation. A Call to Action (CTA) is a website button, image, text link that encourages a visitor to take an action by typically clicking on the button, visiting a landing page and filling out a form in return for some kind of content.

A blueprint for customer service excellence

Savanta

Relationships matter in B2B. But for many B2B businesses it’s simply not commercially viable to individually account manage each customer. This means that when issues arise, customers need to be directed to ‘mass service’ channels – usually a contact centre. I’ve recently spent a lot of time with Vodafone exploring what great customer service looks like.

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.

4 Tips to Attract More Readers to Your Business Blog

Writing on the Web

How can you attract more readers to your business blog? Blogs have become a social media platform for everyone. When you know how to blog , you can write about anything relevant to your business’ audience that will enrich customers’ knowledge and show how your business will be beneficial to them. You can provide information on your blog that solves people’s key problems in your field, and they’ll keep coming back and become regular readers.

B2B Marketers Must Be Transparent to Build Trust

B2B Marketing Traction

Doing business today requires transparency, which builds trust with your customers and partners. It leads to increased business, since people buy from people they know, like and trust. Last night I attended Peter Coffee’s Annual Tech Update at the AITP Chapter meeting in Los Angeles. He talked about the many revolutions technology is creating (see the list at the end of the post), and many affect marketing.

Why Advocates Should Be Part Of The Modern Marketer’s Strategy

Oracle

by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Jim Williams, VP of Marketing at Influitive , the advocate marketing experts. Here’s a fun exercise. Take five minutes to think about the contrast between your life as a consumer and that as a B2B marketer. If you saw a movie this weekend, you might have Facebooked some friends for their opinion first, then tweeted your 140-character review after.

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The Four Biggest Content Marketing Pain Points

Marketing Insider Group

This is a guest post from ComBlu president and co-founder Kathy Baughman, covering their new eBook on the biggest content marketing pain points, and which they are graciously offering for us here with no registration required… Why is Content so Painful? Brands face multiple obstacles when organizing the content function.

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.

Lead Qualification: The Secret Sauce of B2B Lead Generation Marketing

Biznology

Photo credit: Gerard Stolk (vers la réunification). The Number One rule in B2B marketing: Never, ever, pass an unqualified lead to your sales force. Because they’ll hate you in the morning… But seriously, if the role of B2B marketing is to provide leverage to sales, then burdening a sales rep with a prospect who is not a realistic potential buyer is no help.

8 SEO Recommendations for Maximizing B2B Case Studies & Collateral

KoMarketing Associates

A recent survey of US agency executives from RSW/US , as covered by eMarketer , revealed that client case studies and content marketing were the top two self-promotional tactics used to generate leads, as indicated by 62% of respondents. Case studies can be difficult to obtain. Speaking in our industry in particular, many of our clients are concerned with how a case study might give away a competitive advantage. This tends to hold true in other B2B verticals as well.

Epic Business Blog Content: 2 Questions Every Blog Owner Must Ask

Writing on the Web

If you’re in business and have a business blog, you’re frequently challenged by what to write. There’s always a lot you can say about your products and services, but how many different ways can you write about them before your regular subscribers get bored? In my ebook Content Marketing with Blogs , I suggest business blog posts should be written with the 4 E’s as a guide: What you publish on your business blog should: Entertain. Educate. Engage. Enrich.

The B2B marketer’s world is changing

Savanta

It’s tougher being a marketer nowadays than it ever has been. That’s what 73% of the 200 B2B marketers in the US and UK told us in the latest ‘What Works Where’ survey Circle Research conducted on behalf of Omobono. Well, some perennial challenges remain the same. It always has been (and probably always will be) tough to get buy-in from colleagues, effectively achieve cut-through and measure ROI.

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.