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Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

The Point

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”.

Why is Inside Sales So Scared of Lead Nurturing?

The Point

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives. Marketo sends first follow-up email.

Trending Sources

My Secret Methods for Turning Marketing Leads into Qualified Sales Leads

Modern B2B Marketing

by Jon Miller The Definitive Guide to Sales Lead Qualification and Sales Development. This is especially true in the handoff between marketing and sales. Aaron Ross and Craig Rosenberg , are two of the biggest advocates of having a separate sales development function.

How to Optimize Google AdWords with Offline Conversion Tracking and Marketo

Modern B2B Marketing

Until now, however, the AdWords conversion tracking tools have only worked for basic online conversions, such as a lead submission (form fill-out) or e-commerce transaction. Marketo Integration. Here are four examples of how this can work: Demographic scoring to qualify leads.

10 Most Popular B2B Lead Blog Posts of 2016

B2B Lead Generation Blog

I’ve compiled a list of the 10 most popular and shared posts on the B2B Lead Blog, chosen by marketers, just like you, to help you get ready to have a great 2017. Dave Green interviewed Trish Bertuzzi ( @bridgegroupinc ), author of the popular book, The Sales Development Playbook.

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Defining the Perfect Sales Lead – 4 Tips to Getting it Right

Modern B2B Marketing

Today’s B2B marketing success revolves around the new spirit of collaboration between marketing and sales, and nowhere is this more important than the point where the sales cycle begins – defining the perfect sales lead. by Andrew Spoeth.

Lead Scoring: What’s Hot and What’s Not

Modern B2B Marketing

by Rick Siegfried When we say a lead is “hot,&# what do we mean? Exactly when is a lead “cooked” enough to go to sales? Such is the eternal struggle of sales and marketing teams across the world. name,” interact with live streamed events or trade shows, for example?

No Leads from Social Media? No Excuses.

The Point

I’ve written previously in this space about how corporate social media initiatives are so often in the hands of people, notably PR agencies, for whom lead generation is neither a priority nor a core competency. Navicure uses Marketo and to track marketing ROI.).

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Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 1]


According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. ABM aligns marketing and sales.

How to Use Quizzes to Ramp Up Your Lead Database

Modern B2B Marketing

Tell them you have a new way of generating quality leads! They are visual, fun to take, and can be a great lead generation tool. This blog will help you learn more about this lead generation strategy and how you can create engaging quizzes : Step One: Create a Captivating Quiz.

Dynamic Duo: Close More Deals with Sales and Marketing Alignment

Modern B2B Marketing

Author: Stacey Thornberry A joint Marketo and Reachforce research piece found that businesses are 67% better at closing deals when sales and marketing work together. He spoke about “Lead Generation: Strategies that Kill the Competition.”. Lead Scoring.

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Why Marketing Doesn’t End at the Sale – Customer Obsessed Lifecycle Marketing

Modern B2B Marketing

Author: Amanda Scigaj Marketing’s role in an organization often boils down to creating new leads and revenue opportunities, and then passing them to sales. But most marketers know that it’s more cost effective to renew business with an existing customer than to acquire a new lead.

32 B2B Marketers to Add to Your Google Plus Circles

KoMarketing Associates

As such, for B2B marketers specifically, activity on Google Plus could potentially have significant effects on lead acquisition and brand trust. In one example , survey data shows that 77% of buyers indicate they are more likely to buy from a company whose CEO uses social media.

Sales Lead Management Best Practices: Thought Leadership with Barry Trailer

Modern B2B Marketing

Barry is co-founder of CSO Insights , an analyst firm that benchmarks the challenges faced by today's sales and marketing organizations, tracking the trends in the usage of people, process, technology and knowledge to improve sales effectiveness. Barry is also a member of the Marketo Board of Advisors. Barry is also presenting his latest research about marketing and sales alignment at an exclusive webinar titled Using Marketing's Insights to Close More Deals Faster.

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5 Reasons to Invest in Interactive Content

Modern B2B Marketing

For example, if I was interested in an A/B testing tool, the A/B testing quiz would come to mind. Reason #5: Accelerated Sales Cycle. You could design the content to discover how ready a sales lead is to buy, their preferred method of communication, or other relevant data.

Predictive Analytics: The Next Piece of the Social Puzzle

Modern B2B Marketing

Take, for example, Facebook’s recent decision to shift its feed algorithm to focus on actual audience engagement, or Google’s recent updates to its search algorithm, or the popularity of new social platforms like SnapChat, Instagram, and Vine. Take the example of Facebook’s algorithm change.

Live From The Marketing Nation Summit Sessions: ABM, Content Marketing, Women In Tech and More

Modern B2B Marketing

One of the most popular sessions came from Joe Chernov, Vice President of Marketing for InsightSquared and a former marketing exec of both Eloqua and Hubspot, who made his stage debut for Marketo this year with a session called Growing Beyond Inbound with Account-Based Marketing.


Data Talks! 2 Proven Lead Generation Tactics to Jump on Now

Modern B2B Marketing

Finding quality prospects is one of a marketer’s biggest challenges—how do you find leads that will convert into sales? In fact, 61% of B2B marketers cite generating high-quality leads as their No. But, I stress, don’t fall for every trendy new idea or lead gen hack out there.

How Personalized Retargeting Can Optimize Your B2B Ads

Modern B2B Marketing

Current digital advertising methods make it difficult to generate qualified sales leads with anywhere close to a reasonable cost-per-lead. You can use information about your visitors, such as what country they are from, in ad retargeting.

139 Content Marketing Blogs to Watch in 2017 (Broken Down By Category)


Demand Gen / Lead Gen. If you need more convincing, their blog has tons of information about marketing, how to use Facebook, the best ways to engage through email, and more. Check out their easy to read and informative blog! Marketo. The Wistia blog leads by example.

Let’s Get Social! 5 Ways to Build Your Employee Social Media Culture

Modern B2B Marketing

Promote leading by example and have them active Twitter accounts and make sure they are contributing to your company blog on a regular basis. Highlight how employee social contributions can be used for lead gen, and creating valuable relationships.

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Book Club: Conversations that Win the Complex Sale

Modern B2B Marketing

by Carol Fox We recently reviewed Conversations that Win the Complex Sale , a book aimed at helping sales people rethink their messaging, as part of our B2B Sales and Marketing Book Club. Give your customers as much information as possible (bad instinct).

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

Salesforce recently rebranded their social marketing application as the Marketing Cloud, and their website says you can use their solutions to “optimize campaigns from lead to close, on every channel”. Track opportunities and pipeline, manage contact and account information.

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How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

Any B2B marketer concerned with marketing ROI and sales enablement needs to know how and when to use it. Take YouTube, for example. Conveniently for us B2B marketers, video also conveys more information per minute than any other media platform.

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5 Marketing Tips That We Could Learn from Celebrities

Modern B2B Marketing

Keep in mind that customers and sales leads can tell when you aren’t passionate about what you do. Example: Andrew Zimmern, from Bizarre Foods really LOVES what he does, and it shows! B2B Marketing b2b marketing content marketing Demand Generation lead generation

Marketing Automation: Four Ways to Cure the Ailments of MOFU

Modern B2B Marketing

MOFU is the M iddle O f the FU nnel stage in a marketer’s lead funnel or revenue cycle. Far too often, a blockage develops in the MOFU stage where sales leads stagnate, wither, and die. Sales teams focus their time on closing the opportunities (bottom of the funnel activities.)

Why B2B Companies Should Use Foursquare

Modern B2B Marketing

Consider some of these statistics: A recent 2011 Robert Half Technology study interviewed 1400 CIOs (chief information officers) of companies with over 100 employees. Collect Information On Your Target Market. Boost Sales Team Productivity.

Generate More B2B Sales With Lead Nurturing and the Human Touch

Modern B2B Marketing

by Jon Miller Last month I participated in a webinar on Adding the Human Touch into Your Lead Nurturing with Brian Carroll, author of Lead Generation for the Complex Sale and the “godfather” of lead nurturing. It’s critical to add the human touch to lead nurturing.


Rivers of Revenue: Thought Leadership with Kristin Zhivago

Modern B2B Marketing

She is a "revenue coach" and a proponent of uncovering and meeting customer expectations to increase sales. Tell us a little bit about how you got into sales and what you like most about it. Your recent post, Marketing VP: Role and responsibilities , recommends companies combine the roles of sales and marketing VP, thereby, putting the same person in charge of lead acquisition and lead conversion. You can't manage the sales process without this information.

B2B Marketing Communications: Thought Leadership with Dianna Huff

Modern B2B Marketing

lead management. For example, I am still very perplexed by the recent VW campaign which uses print ads, TV commercials and online ads. Even though she markets to consumers, her sales cycle is very close to B2B in that it's a “considered purchase” that can take months.) I took inspiration from David Meerman Scott, who advises that companies should offer free information / new ideas in the form of e-books. sales leads ?

Does your B2B Marketing have Consistent Messages?

Ambal's Amusings

For example, how can trade show marketing strategy be consistent with blogging and other social media strategy? Her company Marketing Interactions helps companies with complex sales and quantify marketing effectiveness by using interactive e-marketing strategies driven by compelling content.

5 Critical Components of Lead Management Software

Modern B2B Marketing

by Maria Pergolino As marketing and sales teams align, both become more accountable to effectively managing leads within the pipeline. The ongoing changes in lead generation can overwhelm marketing and sales teams if it’s not organized and each team is unclear of its role.

How to measure ROI on creating and marketing content?

Ambal's Amusings

We asked our panel of B2B marketing experts "How can B2B marketers measure return on investment (leads generated, market awareness etc) for the money/effort spent on creating and marketing content? Share one example of ROI tool/strategy that has worked either for you or your client."

Optimizing the Entire Sales Funnel

Modern B2B Marketing

The ultimate objective of marketing is to increase revenue performance , and one key way to achieve this is to optimize the entire sales funnel. Brian Carroll, CEO of InTouch and author of Lead Generation for the Complex Sale , addressed the critical hand-off between marketing and sales as he spoke to a group of marketing professionals at MarketingSherpa’s 2010 B2B Summit. Step 1: Refine universal lead definition of “sales-ready”.

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What is a Lead? What is a Prospect?


As marketing rapidly evolves with marketing automation and predictive lead scoring , metrics and definitions evolve. Lead and Prospect are two words we hear a lot in marketing and sales roles but very rarely meaning the same thing.

How should B2B content differ for Business and Technical Decision Maker?

Ambal's Amusings

Her company Marketing Interactions helps companies with complex sales and quantify marketing effectiveness by using interactive e-marketing strategies driven by compelling content. Ardath’s book, eMarketing Strategies for the Complex Sale is now shipping!

5 Reasons Why Lead Management is more than Lead Nurturing and Scoring

Modern B2B Marketing

I think one mistake many marketers make is to think of their lead management requirements too narrowly — and to be honest, quite a few demand generation vendors make this mistake as well. As I wrote back in December, 2006, the fact that today's buyers take control of their buying processes using search, social media, and other online tools means that marketers need to move away from a mindset of "generating leads" and towards a model of " managing leads ".

ClickInsights: How can B2B marketers use content effectively for demand generation?

Ambal's Amusings

Brian Carroll's blog B2B Lead Generation Blog. Mac McIntosh's Sales Lead Insights: A B2B marketing Blog. Marketo's Modern B2B Marketing. B2B Lead Generation Benchmark Study 2009. Sales Lead Expert’s Learning Center.

Does 'Being Findable' mean 'Being Everywhere'?

Ambal's Amusings

Her company Marketing Interactions helps companies with complex sales and quantify marketing effectiveness by using interactive e-marketing strategies driven by compelling content. Ardath’s book, eMarketing Strategies for the Complex Sale is now shipping!

The Content Marketing Question: To Gate or Not To Gate?

Ambal's Amusings

Which content should be gated to genereate leads? We asked B2B Marketing experts: " How should B2B marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)?