What Works - What Doesn't

Do You Want Sales or an Audience – or Both?

What Works - What Doesn't

First, as if anyone needed convincing, research from the Content Marketing Institute and business news publisher SmartBrief reinforced “the value of content marketing in guiding prospects during the purchasing process.” Give clients “real business metrics,” says, Joe Lazauskas of Contently.

Get Off the Commodity Bus!

What Works - What Doesn't

For them, flexible course timing, fast help with anything from coursework to financial aid and a return on their investment are far more important than life in a dorm or weekend football games.

Trending Sources

How We Can Help

What Works - What Doesn't

Here are some of the ways we’ve recently helped our clients win in the marketplace. Helped a global IT services provider hone its response to an RFP for a multi-million project. Email us at bob@scheierassociates.com or call at (781) 599-3262 and let us brainstorm a way to help

RFP 2

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Quality content is critical because prospects are paying with their most precious commodity – time. It is advice, tips, observations and insights that help the reader do their jobs better.

PPC 2

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service. Why helpful, non-promotional content is the key to lead generation success.

It's Official: Forrester Says B2B Buyers Hate Confusing Jargon

What Works - What Doesn't

Vendor use of jargon and their lack of simplifying issue complexity often keep business-oriented buyers from grasping the nuances of how technology can help to solve their problem,” says a post on the Marketing Interactions blog.

FAQ 2

First Rule of Content Marketing: Don't Say Anything Dumb

What Works - What Doesn't

  Another is s aying the same thing six ways, as in “Reducing inefficiency and boosting productivity helps to reduce costs and enhance corporate productivity by making better use of corporate resources.” OK, maybe some people are so dumb they don’t know a heater gets hot.

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

But is asking prospects to spend the time playing an online game good for all parts of the sales cycle?   In Innov8 players are presented with multiple scenarios (tweaking a supply chain or improving customer service) and get to see how business process automation helps the business.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

That transforms what seems like an exercise in humility into an opportunity to educate and engage customers and prospects. By raising the potential downfalls of its product itself HubSpot educates and engages current and prospective customers.

First Rule of Content Creation: Don't Say Something Really Dumb

What Works - What Doesn't

  2)   Saying the same thing six ways, as in “Reducing inefficiency and boosting productivity helps to reduce costs and enhance corporate productivity by making better use of corporate resources.” OK, maybe some people are so dumb they don’t know a heater gets hot.

What Is Content Marketing?

What Works - What Doesn't

Content marketing means using anything from spec sheets to white papers to case studies, Webinars or podcasts to keep prospects interested. What’s new is that the content is distributed over the Internet, and we can track which prospects downloaded or clicked through to which content. That readership history helps identify where each prospect is in the purchase cycle, what follow-on information or offers we should send them, and who are the most attractive prospects.

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

Market analyst Lauren Carlson also had an interesting recent post about the major trends pushing customers towards marketing automation software , which tracks prospect behavior to determine which products they’re most likely to consider. It would seem PR and marketing firms can help their customers by delivering the skills, processes and content B2B companies need to make marketing automation software work.

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

SAP talking at them,) but tracked which content prospects viewed to learn about their needs, and will use a content management system to target future info and offers to them based on those actions. Chief Marketing Officer Marty Homlish says that being able to see who viewed what information, and for how long, goes a long way towards helping SAP “capture demand.”. First, get the customers talking to each other and stay out of the way, unless you can really help.

Looking for Good Content? Go for Brains, Not Titles

What Works - What Doesn't

These consultants help very large customers with very complex needs install very large, complicated software.   But you draw prospects through content marketing by the quality of your content, not the titles of the talking heads. Journalism isn’t like marketing, and that isn’t just because journalists supposedly seek the truth, the whole truth and nothing but the truth.

Segmentation: 5 Steps to Help You Send Emails That Your Prospects Actually Want to Read

Act-On

Here are five easy steps to sending targeted email messages that your prospects will actually want to read: Step One: Truly Understand Your Audience. There really aren’t any concrete rules about what data should be used to help segmentation.

Best Practices for Prospecting with Video

Vidyard

Personal video messages are a great way to stand out and to boost response rates when prospecting new customers. And we’re helping businesses like yours solve problems A, B, or C.” Based on that, I may be able to help you do A, B, or C.

[VIDEO] How to Get 30% Response Rates with Prospecting Emails

DiscoverOrg

If you’re getting 30%+ of your prospects to reply to you, you can probably stop worrying about it as much, but if you’re getting less than that, then what I am about to share with you could be a game changer. What Makes a Good Prospecting Email.

Lead Nurturing: How a social business strategy can help you move from selling to helping your prospects

B2B Lead Generation Blog

This idea of moving from ‘sell’ to ‘helping your customers buy’ is at the heart of social business. will need help from social media to remain effective. Here are three tips Adriel shared with the audience to help you use social media to aid your lead nurturing efforts.

The Greatest Prospecting Campaign I’ve Ever Run

Vidyard

No … this isn’t a Quentin Tarantino movie (though that sounds kind of awesome), this is the story behind the greatest prospecting campaign I’ve ever run. Let’s get to the meat of why you’re here: to read about why my prospecting campaign at Dyn was the best I’ve ever run.

5 Personalized Prospecting Ideas You Can Use Today

Vidyard

And since I’d bet that every one of your prospects and their dog is bombarded with sales messaging each day, you need a way to stand out. Use a whiteboard with the prospect’s name on it or some other way to personalize the video’s visuals so the thumbnail is personal, too.

How to simultaneously attract new prospects and retain loyal customers

Biznology

Though the book was written to help families develop close relationships, I think our customers fall into similar categories. Acts of Service: Reading and sharing their content, participating in their survey or helping them make their company better.

Exciting new tools for B2B prospecting

Biznology

New ways to find prospects continue to come on the scene—it seems like daily. One big new development is the trend away from static name/address lists, to dynamic sourcing of prospect names complete with valuable indicators of buying readiness culled from their actual behavior online.

How Video Helps Sales and Marketing Alignment

Vidyard

Prospects who view videos of a product are 85% more likely to buy. Marketing will produce valuable assets for the sales team to distribute, while Sales will request specific campaigns or promotions to help them reach more accounts. Filming a personal video for a prospect?

Help 85

10 Creative Ways to Improve Prospecting and Sales Emails with Video

Vidyard

Optimizing prospecting and sales emails is something you could probably dedicate the rest of your life to. Because, if your sales team can’t stand out in the inbox, grab attention, and ignite a response from their prospects or accounts, how are they going to close a deal?

Tools and Tips for Outbound Sales Prospecting

Modern B2B Marketing

Author: Ernesto Castillo In my last blog , I explained why account-based marketing is important in outbound prospecting and how it should be used for account profiling and prioritization. Ultimately, we are making inroads with our top prospects using our outbound prospecting process.

How to Succeed in Sales Today: Start Helping Your Prospects

Hubspot

What we got was an outpouring of great advice addressing everything from how to talk to a prospect, to the value of leveraging internal resources, to the importance of being dedicated, to constantly improving skills and knowledge. Treat a prospect as if he or she will be your best customer.

5 Techniques For Successful Sales Prospecting

Vidyard

Prospecting is critical to any sales team’s success. Without prospects, the pipeline and sales whither. Here are five techniques a sales team can use to prospect more effectively: 1. Generating inbound leads automatically improves your sales prospecting.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. 6Sense can also display the information on screen to help guide sales conversations, although it doesn’t (yet) recommend specific talking points.

Mining Un-engaged Prospects using a Multivariate A/B Approach

Act-On

So with that in mind, and for the purpose of this post, I wanted to focus on the prospects with sometimes big potential. I’m talking about the non-open prospect emails in your email universe. Don’t ignore your unengaged email prospects.

Lead Nurturing: Build trust, win more deals by helping prospects – not selling them

B2B Lead Generation Blog

I fully realize this is a silly scenario, but it’s really not unlike what sales professionals do when they call prospects every few months to “touch base” and ask “whether they’re ready to buy yet.”. To help pass this test, here are three tips: Tip #1. Help ease the pain.

Vidyard Helps Top B2B Sales Teams 3x Customer Engagement with Personalized Prospecting Videos

Vidyard

KITCHENER, Ontario – October 24, 2017 – Vidyard , the new generation video platform for business, is helping leading B2B sales teams connect with more customers and generate more pipeline through the power of personal video messaging. Terminus , the B2B account-based marketing (ABM) leader, uses video as part of their sales prospecting efforts and saw a 40% higher open rate, 37% higher click rate and 216% higher response rate.

5 Email Metrics to Help Diagnose Your Mistakes

Act-On

Analyzing email metric reports is an excellent way to help review and sometimes diagnose issues with your targeting, data, or even deliverability. This metric will help tell you the mailable status of a list, each time you send.

Email 117

How customer-hero stories help you connect better

B2B Lead Generation Blog

Well, for my whole career as a sales productivity consultant and sales trainer, my stated mission was to help my client lift the bottom 80% of their sales force. Where we can help them be a hero? Where we can help them achieve a goal or solve a problem?

Engage Prospects with Video Backed by Marketing Automation

Modern Marketing

The big picture is that marketers are simply trying to have effective 1:1 conversations with prospects and customers. This means marketers are looking to approach the right person, at the right time, with the right information - without ever meeting the prospect or customer in-person.

5 Ways to Help Inside Account Executives Build Their Own Pipeline

Act-On

In order to capitalize on this skillset, many companies separate prospecting from closing , allowing their sales teams to divide and conquer by focusing on what they do best. This specialization helps both groups stay productive and motivated. Which content gets viewed by prospects?

Help 71

3 Factors that Connect Value Prop to Prospects

B2B Lead Generation Blog

If I am you ideal prospect, why should I buy from you rather than your competitors?”. Here are a few examples of poor value propositions from the MECLABS Value Proposition Development Course to help you identify value claims that may need a little work: “We empower you software decisions.”. “I

Lead Generation: Does your teleprospecting deliver value to prospects?

B2B Lead Generation Blog

Offering exclusivity at the right time to the right person can help your efforts to move from conversation to conversion. Test phone calls to learn more about your prospects. Value Proposition: What motivates prospects to buy from you?

To get the best prospecting data, use a broker

Biznology

Here is a seven-step process for finding and working with a data broker who will get you the best data for prospecting campaigns. Data cards provide details about the sources, uses and characteristics of the list, and are very helpful in determining its suitability for your campaign.

Druva Chooses Infer to Predict Highest Potential Prospects

Infer

Like many of our customers, Druva has grown rapidly in recent years and needed a better way to evaluate and prioritize good prospects for personalized follow up. We’re always happy to welcome another customer to the Infer family.

B2B prospecting data just keeps getting better

Biznology

B2B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size, and job role/title. In fact, you might say that business marketers now have access to prospecting data as rich and varied as that available in consumer markets.