Sales Engine

AUGUST 13, 2015

In this episode Paul went over modern marketing, lead generation, and how important storytelling is for the buyer's journey. Below are a few highlights from our conversation: TechnologyAdvice: What does a modern marketing program look like these days? Paul Rafferty: There's a lot to a modern marketing program.

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Sales Engine

SEPTEMBER 1, 2015

Many companies that have embraced content marketing are still using it as a branding and positioning function of their marketing department. It’s not that this approach is wrong, but it’s not the main reason that most successful companies have embraced content marketing.

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Sales Engine

JANUARY 18, 2016

Specifically, are dollars best spent on sales or marketing? And when taking a deep look at marketing results, we were a bit surprised that the data actually helped to diagnose asales problem. While we were pleased with the lead generation effort, the sales resulting from those leads were disappointingly low.

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Sales Engine

MAY 19, 2016

In the context of digital marketing and demand generation, lead intelligence is the sales rep’s ability to predict high probability pain points that a prospect may have before trying to establish contact so that they may have a more fruitful consultative conversation.

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Sales Engine

JUNE 14, 2018

But there are two major problems with that model today: Quota-carrying, outside sales reps are an expensive resource to be putting on the phones to follow up on marketing qualified leads. Prospecting at the top and middle of the funnel has changed, and it requires marketing to produce a bulk of the interest in the company through content.

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Sales Engine

NOVEMBER 9, 2015

Several years ago, we made some significant investments in marketing after we’d purchased a marketing automation system, and the idea was to gain as much market traction as possible. It’s hard to say—we did grow the company, but not by a factor that justified the marketing expenditure.

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Sales Engine

FEBRUARY 5, 2016

Since it’s become more difficult for sales people to get in front of prospects, many B2B companies are relying heavily on content marketing to supply top-of-the-funnel leads that can be converted into closed business. But how do they know if those marketing efforts are having impact on the bottom line?

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Sales Engine

FEBRUARY 5, 2016

Since it’s become more difficult for sales people to get in front of prospects, many B2B companies are relying heavily on content marketing to supply top-of-the-funnel leads that can be converted into closed business. But how do they know if those marketing efforts are having impact on the bottom line?

Marketing Qualified Leads 120

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Sales Engine

JULY 7, 2016

But there are two major problems with that model today: Quota-carrying, outside sales reps are an expensive resource to be putting on the phones to follow up on marketing qualified leads. Prospecting at the top and middle of the funnel has changed, and it requires marketing to produce a bulk of the interest in the company through content.

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Sales Engine

OCTOBER 16, 2015

The answer is critical for anyone in B2B marketing today. Content marketing uses the same skills and tactics as publishing a magazine—only the distribution methods, audience-building techniques, and analysis tools are different. So what can we learn from magazine publishers about content marketing? #1 Of course there are!

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Sales Engine

JUNE 30, 2016

One of the biggest failure points in content marketing is not actually in marketing—It’s the handoff from marketing to sales. That’s because most sales and marketing organizations are not properly aligned. Does this sound familiar?

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Sales Engine

OCTOBER 23, 2015

They based their findings on overall number of page views, leads generated through form conversions, and new subscribers to their blog. We talk often that content marketers must have the mindset of publishers , and the frequency and types of content is certainly a big component. percent) in the overall sessions.

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Sales Engine

OCTOBER 2, 2015

But what about the B2B marketer? If the sales team has a cycle time of 90 days from opportunity create date to close, then they'd better be getting leads from marketing TODAY to impact Q1 of 2016. Do you know how marketing is going to accomplish that mission? Sales needs more than Marketing’s branding and awareness initiatives.

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Sales Engine

AUGUST 24, 2015

Everyone’s talking about content marketing , and companies are investing big dollars to jump on the bandwagon—but most are still thinking about it from yesterday’s marketing perspective where marketing’s primary role is branding and positioning. Consider for a moment what that means—people are talking about your market 24/7.

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Sales Engine

MAY 11, 2016

Mike Vannoy, co-founder and COO of Sales Engine talks about how this has happened in the marketing automation industry. For over ten years now, there’s been a gold rush in marketing automation technology with some fantastic features that make it a must-have for any B2B company engaged in content marketing.

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Sales Engine

JULY 29, 2016

Sales reps need leads, and it’s marketing’s job to get at least some of them—a majority would be nice. As much as I hate the term “lead generation,” I don’t know a better one, so let’s start by defining what it is not. Generating content and seeing what sticks to the wall—that’s what. Easier said than done, I know.

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Sales Engine

DECEMBER 6, 2016

Most B2B companies are realizing that, to hit their growth goals, they need to shift the focus of their marketing from branding and awareness to lead generation. So they task marketing leadership with building a demand generation engine and run into myriad problems.

Demand Generation Agencies 168

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Sales Engine

JANUARY 5, 2016

Sales reps need leads, and it’s marketing’s job to get at least some of them—a majority would be nice. As much as I hate the term “ lead generation ,” I don’t know a better one, so let’s start by defining what it is not. Generating content and seeing what sticks to the wall—that’s what. Easier said than done, I know.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Leads 120

Sales Engine

SEPTEMBER 25, 2015

Even as a CEO of a content marketing agency , I still get this pressure from my board and colleagues—and they all know how buyers have more control these days, buying on their own time frames, not ours. But now, the internet is crushing a sales reps ability to generate their own leads. Need a Sales Hunter?

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Sales Engine

AUGUST 2, 2017

Most marketing and sales leaders in the business-to-business world know that nurturing leads is important. In this article, we look at a case study of lead nurturing that finds that nurtured leads were three times more likely to convert to sales-accepted leads than traditional marketing-qualified leads.

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Sales Engine

JUNE 20, 2016

Most marketing and sales leaders in the business-to-business world know that nurturing leads is essential to maintain a digital connection with buyers who want to learn about a business pain, product, or service—but who are not yet interested in talking to a sales person.

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Sales Engine

JANUARY 25, 2016

How to Dominate Your Market With Content from SalesEngine 1. Most of us understand that the world of marketing has changed—B2B has gone digital. As marketers tried to get the most out of this new digital world they re-discovered the importance of content. So what does this have to do with content marketing?

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Sales Engine

MARCH 28, 2016

Demand generation requires a complete marketing program that not only attracts prospects to your website, but also converts them into leads, nurtures them over time through their own buying journey, and assists the consultative sales person to close. That’s the number one goal of any content marketing engine.

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Sales Engine

FEBRUARY 18, 2016

Content marketing is maturing in 2016 from a social media tactic to a formalized go-to-market strategy, but that doesn’t mean that, as marketers, we must generate more content. Many companies make the mistake of developing content like it’s just another marketing campaign. Be in constant contact with sales.

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Sales Engine

FEBRUARY 18, 2016

Content marketing is maturing in 2016 from a social media tactic to a formalized go-to-market strategy, but that doesn’t mean that, as marketers, we must generate more content. Many companies make the mistake of developing content like it’s just another marketing campaign. Be in constant contact with sales.

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Sales Engine

JANUARY 7, 2016

If you thought that coffee was for closers, I can tell you with absolute certainty that it’s for content marketers too. At the top of the funnel, when you’re trying to generate interest, no one cares about you or how you do what you do. So how can you use content to generate more leads at the top of the funnel?

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Sales Engine

AUGUST 25, 2015

Typically, your knowledge base doesn’t sit in the same department as the people that have the skills to create compelling content (usually marketing). They don’t understand your market, and they don’t understand your consumers and clients well enough to lay out that plan. A junior person can’t get it done.

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Sales Engine

JUNE 7, 2016

By now, you have no doubt heard that content marketing is the future of demand generation. All the cool kids are doing it, and all those other marketing methods are useless and old-fashioned in comparison. And really well done content should feel nothing like marketing material.

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Sales Engine

DECEMBER 21, 2015

Most companies realize that their best opportunity for growth is to commit to content marketing. But how much content do we actually need to generate the results we want? In the B2B space, the number-one goal of most content marketers is to generate leads for their sales team. Do you see it?

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Sales Engine

SEPTEMBER 11, 2015

The reason being that organically generated content is much more valuable when it comes problem resolution. The point of all of this is that SEO today is really all about generating tons of great, high quality, engaging content. C ontent Marketing is No Longer a Choice Outsource Expert Content? Let's Go to The Zoo!

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Sales Engine

MARCH 15, 2017

What is Demand Generation? Demand generation is about creating a presence in the minds of your prospective buyers. Demand generation is not a one-off initiative that you work on for a period of time, launch, and forget about. In fact, demand generation not only requires discipline, it is a discipline.

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Sales Engine

NOVEMBER 12, 2015

If you’ve been prospecting for sales recently, you may have noticed some differences in our culture—most importantly the fact that disruptive marketing and sales is out. Companies still need to sell to generate more revenue, right? Give Marketing a Quota I Noticed You Read My Blog, Do You Want To Buy From Me?

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Sales Engine

MAY 31, 2016

Demand generation is about creating a presence in the minds of your prospective buyers, connecting them with your brand as a solution for specific problems, and ultimately about being on their short list when they’re ready to purchase. This perpetual nature that demand generation requires is what makes it so difficult.

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Sales Engine

FEBRUARY 25, 2016

Content marketing gurus all seem to be talking about the need to create experiences for marketing to engage with buyers, but what does that mean to the average B2B company? So Before You Purchase Marketing Automation… Marketing automation systems have reached some maturity in the marketing landscape.

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Acquisitions Webinar Metrics Marketing & Strategy Marketing Automation Services 149

Sales Engine

FEBRUARY 6, 2017

It's likely that your sales department isn't the root of your demand generation problem at all. Demand generation was once the responsibility of Sales. Today, however, demand generation begins online, and the buying process is directed by the buyer.

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Sales Engine

FEBRUARY 25, 2016

Content marketing gurus all seem to be talking about the need to create experiences for marketing to engage with buyers, but what does that mean to the average B2B company? So Before You Purchase Marketing Automation… Marketing automation systems have reached some maturity in the marketing landscape.

Acquisitions 120

Acquisitions Webinar Metrics Marketing & Strategy Marketing Automation Services 120

Sales Engine

MARCH 31, 2016

As technology and connectivity advances, marketers have had to move away from mass media targeting campaigns towards producing more real-time, contextual content that creates one-to-one interaction with potential buyers. This turns out to be a real challenge for digital marketers. Marketing is based on trust.

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