How to Get Through the Gatekeeper & Raise Brand Awareness Using Marketing Automation

Lead Liaison

Sometimes the easiest way to not only get through the gatekeeper, but to get your prospect’s attention is to deliver the “WOW” factor. See, most gatekeepers see the same emails.

What brands and consumers get from long vs. short form content

Biznology

Brands act as filters or gatekeepers for consumers who need the articulation of a simple promise and someone or something to cut down on the avalanche of contextual content we’re tempted to sift through.

Trending Sources

Branded content just another shade of fake news?

Biznology

Here, newly created in-house departments of these institutions that previously acted as gatekeepers or filters for the truth are creating thinly-veiled marketing communications masquerading as news or research. Remember blogging for business? Better still blogging by brands?

3 Questions to Ask to Get to the Decision Maker

Sales Intelligence View

There are often several gatekeepers between you and the ultimate decision-makers, and it’s not always easy to know how to get by them. Another way to get past the gatekeepers is to mention the head of the department to whom you are selling.

Chief Culture Officer: Gatekeeper to Thought Leadership

The Content Factor

I enjoyed this book excerpt by Grant McCracken in AdAge, "In His Nike Work, Dan Wieden Is the Prototypical CCO" (McCracken's forthcoming book is Chief Culture Officer: How to Create a Living, Breathing Corporation.)McCracken McCracken identifies the trend called the "generous stranger," which is akin to "Pay It Forward" and "Practice Random Acts of Kindness." He tells of how Nike embodies this trend in a.

BANT Criteria in a Buyer-Centric World? No More

ANNUITAS

Vendors and sales people are not the gatekeepers of information any longer and multiple analyst reports state that buyers are generally through 50-70% of their buying journey by the time they first interact with sales.

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74 Compelling Fill-in-the-Blank Blog Post Titles [Infographic]

Hubspot

Whether your posts are being discovered in social media, search engines, or inside of people''s inboxes, the titles are the first things readers will see -- and they''re the gatekeepers of the excellent content just one click away.

B2B Marketing Needs One Giant Step…Backwards

Marketing Craftmanship

In the dark ages of B2B marketing communications, circa 1980, the goal was to get your snail-mailed communications past the office gatekeepers (a/k/a “executive assistants”), and onto the desks of your targeted decision-makers.

The Coming Death of Self-Publishing

B2B Memes

The traditional model is built around a system of gatekeepers—agents, acquisitions editors, and other publishing professionals whose role is to make judgments about what will and won’t be published. It won’t be long before self-publishing as a concept is dead.

Selling is Easy! (If You Get the Right Support)

Tomorrow People

But pick up any book on selling written before 2011 and there will be lots of chapters about ‘getting past the gatekeeper’ and ‘overcoming objections’ etc. Could you make your sales process as easy as 1, 2, 3?

Why You Should Consider Using Twitter for B2B Leads

Act-On

There’s nothing better than calling an executive on the phone and when you encounter the gatekeeper, saying you are following up on a tweet,” he said. Every day there are new B2B opportunities waiting for you on Twitter, LinkedIn and the other social media channels.

What’s the Difference Between Buyer, Customer, and User Personas?

Cintell

Buyer personas encompass all of the differing roles or stakeholders involved in the purchase decision and are usually represented by decision maker, influencer, champion, and gatekeeper roles. At its very basic level, a “persona” is a character.

Data-Agnostic? See How Data Quality Affects ROI in This A/B Test

DiscoverOrg

It’s easy to see the correlation between data accuracy and sales efforts: If phone numbers are correct and link sales reps directly to their buyers, they can spend more time talking to likely prospects at the other end of the line, rather than shaking down a phone tree of gatekeepers.

Tweet Less and Talk More

ViewPoint

So how do you get past their gatekeepers and into the conference room? Toss the technology. Relationships rule in sales. The Internet is the most powerful, life- and business-changing tool created in generations.

The Real Cost of List-Building: Buy or Build Your Own?

DiscoverOrg

Just look at this recent blind A/B test of DiscoverOrg data compared to that of a major competitor showed that the increased accuracy of DiscoverOrg’s data resulted in 2 times more contacts reached, 300% more meetings booked, and half the number of gatekeepers … all with 70% fewer dials per meeting booked. Your sales team is doing double duty: They’re selling to the leads delivered by your marketing department—and they’re de facto researchers. Very, very expensive researchers.

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Are you using the wrong lead-gen model?

Sales Engine

That was what we used to do before the emergence of a content-heavy internet, and it worked because sales people were the gatekeepers of information about products and services within a company. It’s time to face some hard truths about B2B sales.

B2B market research – 10 unique features

The B2B Research Blog

And before you even have the opportunity to persuade them you need to get past any ‘gatekeeper’ such as a secretary or PA. The support of this individual is invaluable in getting past gatekeepers and persuading respondents to support the research.

Infer’s Predictive Insights From Across The Web

Infer

If you want to make headway in the CRM or analytics space, you need a solid marketing automation system — the ultimate gatekeeper of the funnel.

The 2 Things You Must Nail For Lead-Generating B2B Content

The Forward Observer

Salespeople used to be the information gatekeeper. This space was normally rented from a gatekeeper who could control access and exposure. Are you overwhelmed with the complexity of creating B2B marketing content that generates leads? A focus on two things can help it all fall in place.

Consumer Behavior Secrets B2B Marketers Need to Know

Act-On

Gatekeepers : People who have the power to prevent sellers or information from reaching members of the buying center. Have you ever noticed that when it comes to consumer behavior, most of the conversation revolves around B2C behaviors rather than B2B behaviors? Why is that?

Three Ways Data Can Improve Your ABM Strategy

Webbiquity

On top of key account data, accurate contact details will allow you to bypass gatekeepers and reach decision makers faster. Guest post by Krysta Williams. Since its emergence, account-based marketing (ABM) has become the go-to strategy among B2B marketers- and for good reason.

The 2 Things You Must Nail For Lead-Generating B2B Content

Marketing Insider Group

Salespeople used to be the information gatekeeper. This space was normally rented from a gatekeeper who could control access and exposure. Are you overwhelmed with the complexity of creating B2B marketing content that generates leads? A focus on two things can help it all fall in place.

Myth Busters: 3 Sales Intelligence Assumptions Dispelled

DiscoverOrg

The rest of the time, they’re hunting prospects LinkedIn; trying to get past gatekeepers on the phone, only to be transferred around phone trees … or dialing wrong numbers. Some information is so sensational that it gets passed around regardless of the truth: The amount of tryptophan in a Thanksgiving turkey is enough to make people sleepy. Humans only use 10% of their brains. Jimmy Hoffa is buried under Giants Stadium.

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Driving Thought Leadership in Blockchain

What Works - What Doesn't

The technical rebel (or rebels) who created blockchain were driven by a desire to decentralize power and authority from the centralized gatekeepers that now make the rules, handle the transactions and keep much of the money in today’s economies and societies.

Why Marketers Are the New Wingmen

Modern B2B Marketing

Thanks in large part to the internet, salespeople are no longer the sole gatekeepers of company information. Staff your booth in a way that a person who is a “gatekeeper” (aka the qualifier) is the first touch point for your visitor.

6 Skills Today’s Lead Nurturers Must Have

Sales Engine

Therefore, sales prospecting with content requires a more complex process than it did even five years ago, largely because the buyer has a lot more control and salespeople are no longer the sole gatekeepers to the information they need.

Facebook’s Algorithm Has Unprecedented Power. Here’s How We Need to Respond

Contently

It’s hard not to be obsessed with the most powerful gatekeeper of digital content. As I write this, a single algorithm controls the flow of 40 percent of all web traffic to publisher sites. It’s the main source of news delivery to 62 percent of all American adults.

4 Must-Have Strategies When Selling to Major Hotel Chains

Nudge.ai

A great way to improve your chances is to focus on being nice to everyone, especially the gatekeepers and the secretaries. We had the pleasure of interviewing Alyssa Suchy last week where she shared her experience and learnings from selling into major hotel chains for the past 6 years.

Nurture Bey-ond Email to Accelerate Pipeline

Bound

Especially when some decision makers, gatekeepers and influencers are unknown? Ahhhh, the email nurture series.

It’s Time to Debunk These 4 B2B Trade Show Myths

Schubert B2B

No gatekeeper screening. Digital marketing has taken the world by storm. Now more than ever, B2C marketers are focusing on email, social media, blogging and any marketing that falls within the digital realm. And it’s no different with B2B marketing.

Old Irish Blurs the Lines of Virtual Reality in This Incredible Video

Vidyard

Take any major technological advancement of the past hundred years, and chances are you’ll find that there are three stages to success. Whether it’s the printing press or Instagram, here’s how it typically works: first, the early adopters take a chance.

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6 Skills Today’s Lead Nurturers Must Have

Sales Engine

Your prospects are shopping online for solutions, with or without you.

How Account-Based Marketing Changes the Business Developer’s Role

Modern Marketing

They need to reach out to a whole team of decision makers, influencers and gatekeepers. “It is not the strongest or the most intelligent who will survive but those who can best manage change.” ” — Charles Darwin. A Shift from Inbound Marketing.

Is Your Account-Based Marketing Program Putting the Cart Before the Horse?

Modern B2B Marketing

From there, map your accounts to different marketing personas to identify key stakeholders: decision-makers, influencers, and gatekeepers. Author: Robert Pease Account-based marketing (ABM) is not going away anytime soon.

Is Content The Solution for Your Shrinking Sales Pipeline?

Sales Engine

This isn’t meant to imply that salespeople are no longer valuable—quite the opposite is true, in fact—but they are no longer the gatekeepers of information and conductors of the buying process. Despite a vibrant U.S.

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The Networker's Dream

The Effective Marketer

How do you get pass that low level gatekeeper and get an introduction to the real decision maker at the company?

RSS 2

The Most Untapped Leverage Point For B2B Growth

DiscoverOrg

You probably don’t need me to explain the value of direct dials, but just in case, two words: circumventing gatekeepers.

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“Fortune 500 CIO” is Not a Target Market – A Conversation with Bob Wright

The Point

BW) For many B2B tech companies, the CIO has moved to the forefront as the important buyer or gatekeeper for IT spend.

4 B2B PR Tips for Building Better Media Relations

Schubert B2B

That’s because when they are done well, it means editorial gatekeepers accept your company as an authority in your field. The term “public relations” encompasses many areas of communications.

8 Roles You Need to Build an Ace ABM Team

bizible

The CMO could be considered the gatekeeper of success. Ready to stack the deck? There is a key combination of critical components that any B2B company can use to build themselves an ABM team of aces.