B2B Lead Generation Blog

How to do lead management that improves conversion

B2B Lead Generation Blog

CRM tools to manage inquiries and track sales lead interactions from the first contact to close. In this post, I’m going to focus on how to do lead management that increases sales conversion. Here’s why: First, B2B lead conversion to actual revenue conversion is low. You may be wondering: how low? According to Forrester, top performers convert 1.54% of leads to revenue. And average performers turn less than 0.75% of leads into closed deals.

4 Ways to Humanize Marketing to Fit Your Buyer’s Journey

B2B Lead Generation Blog

And dehumanize your interactions with them. The first way is through dialogue, a virtuous circle of interacting through listening and responding that causes more interaction, listening, and responding.

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B2B Content Marketing: Will Video Kill eBooks?

B2B Lead Generation Blog

The analytics let the team optimize webinars with new content and experiment with length and different techniques, including interactive video, personalized video, animation, video with high production values and quick videos.

How Empathy Will Grow Your Sales and Marketing Pipeline

B2B Lead Generation Blog

We formulate our opinions about companies based on our interactions with their people. Writers note – This as a primer for my session at Dreamforce 2016 next week.

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How giving useful ideas and secrets builds trust

B2B Lead Generation Blog

This concept is particularity important for companies engaged in a complex sale, where up to 70% of a customer’s perception of your brand reputation comes from their interactions with your people.

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Lead Nurturing: What it is, and what it is not

B2B Lead Generation Blog

Making calls based on touch point data that adds value to the interaction – being a “plus” to their day. Tweet Building on my post last week , I was reminded of a conversation I had with a marketer who was meeting with her new boss to explain the need for a new lead nurturing strategy.

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

The journey map is about helping you understanding the key interactions that your future customer will have with the organization. Try to understand what they want and the concerns they’ll have along with peers they’re interacting with. Tweet Lead generation can take you on a long hike.

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Lead Nurturing: Unique tracks and impactful tests

B2B Lead Generation Blog

Become a trusted advisor by adding value with each interaction and sharing relevant information.

3 Good Questions to Align Strategy, B2B Marketing, and Sales

B2B Lead Generation Blog

Value is created or destroyed in actual interactions with customers and their buying processes, not in meetings or planning documents. Have you intentionally linked your sales, b2b marketing, and strategy? . If not, you’re in good company.

Introduction to Lead Management

B2B Lead Generation Blog

It’s the process of managing and tracking customer interactions from first contact to close. CRM tools to manage inquiries and track sales lead interactions from first contact to close.

Best B2B Lead Posts in 2014: Lead generation, lead nurturing and content marketing

B2B Lead Generation Blog

Learn about the importance of putting the empathy back into customer interactions , and then read some simple strategies for achieving empathetic marketing. Tweet The holiday season is always a time of reflection for what we have and what we have accomplished over the past year.

15 Tips to Generate More Leads in 2015 (Part 1, featuring tips 1-5)

B2B Lead Generation Blog

We reminded them of the interaction they had had and asked if we could be a resource for them. Tweet It’s a new year, and you’re likely kicking off marketing and lead generation programs to drive more new leads for 2015. Most new leads go nowhere.

15 Tips to Generate More Leads in 2015 (Part 3, featuring tips 11-15)

B2B Lead Generation Blog

You need to be able to track interactions to be able to determine the program of selling the entire organization. Tweet To kick off the new year I’m sharing 15 ideas on improving your lead management.

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Lead Generation: How to speak the language of your prospects

B2B Lead Generation Blog

He interacted with his ideal audience every day and learned how to speak the language of his customers.

Lead Gen: A proposed replacement for BANT

B2B Lead Generation Blog

The key here is finding the answer to one or two questions that give you enough directional confidence to continue interacting with the account, now and in the future.

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15 Tips to Generate More Leads in 2015 (Part 2, featuring tips 6-10)

B2B Lead Generation Blog

The people to be nurtured are generally those with whom you’ve had a direct meaningful interaction via phone or email and who are in companies that fit your preferred profile. The point is to build a relationship with them over time without trying to qualify them during each interaction.

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A/B Testing: How adding a second CTA increased clickthrough 291%

B2B Lead Generation Blog

The team designed a three-part series of experiments, the first two leading up the interactive live test to launch tomorrow, Feb. Tweet How do you serve “ready to buy” customers and “just looking” prospects on the same page? You don’t want to alienate one group while speaking to the other.

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Stop Cold Calling and Start Lead Nurturing

B2B Lead Generation Blog

Build trust with each interaction. Become a trusted advisor by adding value with each interaction and sharing relevant information. Tweet Earlier this week, I had a call with a CEO of a small technology company who was wondering how to optimize his lead generation. He called me after two salespeople quit, and he said, “I’m about to give up on cold calling and start doing inbound marketing. I think cold calling is dead … what do you think I should do?”

Social Media Marketing: 6 tips for running a valuable LinkedIn group that attracts prospects

B2B Lead Generation Blog

This consistent social interaction and content sharing can position your group managers as thought leaders, adds Skotidas. Tweet How easy it is for the mighty to fall. Especially on social media.

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Lead Generation: Balancing lead quality and lead quantity

B2B Lead Generation Blog

In the health care segment of Siemens, field service engineers interact directly with customers to repair medical equipment. This interaction was a great opportunity to capitalize on generating prospects interested in Siemens products.

B2B Social Media Marketing: Focus on leads, not likes

B2B Lead Generation Blog

Many times, companies only measure that last point of interaction.”. Tweet It’s time to generate revenue. Do you know where your social media is contributing? Unless you can provide an unequivocal “yes” and the figures to prove it, keep reading.

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4 Perspectives That Should Shape Your View of Value Propositions

B2B Lead Generation Blog

That strategy should include every nuance of how your business interacts with and benefits customers across your chain. Tweet If you think a value proposition is just a catchy phrase or the elevator speech your salesmen can spout off to customers, consider what Michael Lanning, the creator of the term, has to say. “It It should drive what you communicate, but more,”he explained. “It

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Lead Generation: Who knows the customer better – Marketing or Sales?

B2B Lead Generation Blog

We all feel that we have a golden gut to some extent, especially when we’re interacting directly with customers. Tweet I once worked with a field marketing vice president who was calm, cool and collected for every presentation she prepared for. Well, all except one. The only presentation that ever seemed to rattle her nerves – and just ever so slightly – was the annual presentation to Sales leaders, justifying her upcoming budget (and, perhaps, existence). “We

B2B Public Relations: 7 tactics to pull more leads into the funnel

B2B Lead Generation Blog

Click on the image to see the entire interactive release. The public relations process will help clarify who your audiences are, where they congregate, what kind of conversations they’re having and how they interact with different types of content,” says Becktold.

B2B Marketing: Why Marketing shouldn’t promise BANT qualified leads for Sales

B2B Lead Generation Blog

Even with all of these improvements on the horizon, machines are still no substitute for a highly trained sales professional interacting with a would-be customer. Tweet Many marketers use a model for lead qualification based on these four key characteristics: B = Budget. A = Authority. N = Need. T= Timing. The approach is dubbed BANT. In a recent article, Ardath Albee said, “Salespeople are adamant about these criteria.” She believes the criteria are not customer-centric, and she’s right.


Event Marketing: How a technology start-up made a trade show splash booth-free

B2B Lead Generation Blog

Taking videos of Seymour interacting with attendees and posting them online. They also: Sponsored a reception and an interactive map.

Lead Generation: It’s all about building relationships

B2B Lead Generation Blog

I guess the question is about to the organization; how do you get consensus in your organization that you are going to change the way that you interact with your customers? Tweet “I think at its core, lead generation is really about relationships,” said Brain Carroll, Executive Director of Revenue Optimization, MECLABS.

How Much is Your Address Book Worth?

B2B Lead Generation Blog

From then on, my interactions with the people I have served are warm and friendly. Tweet How much is your address book worth? I know that seems like a silly question because very few people even have a little black book that contains all of their contacts’ phone numbers and addresses. I can remember when my father had a sturdy metal rolodex sitting on his office desk that contained all of his priceless contact numbers.

Email Marketing: 2 campaigns that used innovative creative to generate leads

B2B Lead Generation Blog

The Disaster Recovery/Managed Recovery Program campaign created a 3% increase in click-to-open rates among president and owner titles, and the retargeting email reactivated 2% of contacts who had not interacted with SunGard in six months.

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How Technology on the Trade Show Floor Can Help Your Sales Team Work Smarter and Sell More

B2B Lead Generation Blog

And, as we marketers have embraced digital, the value of face-to-face interactions has increased. There really isn’t a digital replacement for shaking someone’s hand or reading their body language and all the other benefits of human interaction. Yet, many companies still measure marketers on cost-per-lead metrics when such metrics are inadequate for measuring face-to-face interactions at trade shows. The real value of trade show interactions.

B2B Digital Marketing: How Volvo Construction drove site visits through its email campaigns

B2B Lead Generation Blog

It also needed to contain dynamic content and interactive functionality the customers appreciated, as well as analytics the company could use.

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B2B Email Marketing: Batch and blast, mobile and other challenges

B2B Lead Generation Blog

MB : I would look at your metrics to see how your customer base is interacting with your emails. Tweet Earlier this year at MarketingSherpa Email Summit 2013 in Las Vegas, I had the chance to enjoy many conversations with my email marketing industry friends. This post grew out of one of those talks.

2013 Year in Review: Top 6 focus areas for B2B marketers this year

B2B Lead Generation Blog

We all feel that we have a golden gut to some extent, especially when we’re interacting directly with customers.” – Daniel Burstein, Director of Editorial Content, MECLABS. Tweet As the holiday season quickly approaches an end, and marketers prepare to make 2014 their best year yet, we pulled together the top blog posts on the B2B Lead Roundtable Blog to share the most popular topics, chosen by marketers just like you.

Gamification: How Siemens got 23,000 engineers to learn about its brand

B2B Lead Generation Blog

What the interaction would feel like for the end user. Tweet Siemens Industry , Inc., is proving that engineers just wanna have fun. And it’s filling the sales pipeline in the process. In March of 2011, the Siemens team launched Plantville. This online game simulates the experience of being a plant manager. Players are challenged to maintain operation of their plant while improving productivity, efficiency and facility health.

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How ECI Telecom Discovered the Surefire Sign that Sales and Marketing Are Aligned

B2B Lead Generation Blog

Everyone signed their names to show they understood their roles, their commitment and how they would interact with leads at each stage. “At Tweet If you’re among the roughly half of B2B companies that have strong alignment between your sales and marketing teams, then congratulations!

Sales and Marketing: The technology behind CRM

B2B Lead Generation Blog

However, the most expansive definition takes a total end-to-end look at every interaction a person has with a company from simply becoming aware of the company at the very top of the sales funnel, all the way through customer service contact after the final conversion to a closed deal. Tweet Customer relationship management (CRM) is defined a number of different ways.

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Lead Capture Optimized: 201% increase in captured leads with clearer value proposition

B2B Lead Generation Blog

Landing Page Optimization: Value-focused revamp leads to 188% lead gen boost, increase in personal interaction. Tweet I just arrived at the Pre- Optimization Summit workshop in Denver and caught the end of Dr. Flint McGlaughlin’s Value Proposition Session.

Optimizing the Lead: 4-step lead generation analysis

B2B Lead Generation Blog

This human interaction might help you uncover that although a certain tactic generates leads that close, they require many more resources from Sales to close the deal, while other leads are much easier to close. If nothing else, the human interactions of a Sales-Marketing huddle shows that you’re actively seeking input from Sales to help serve them better, and not allocating your budget and resources in a vacuum.

How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment

B2B Lead Generation Blog

Those who interact with a team member. Tweet In the 2012 B2B Marketing Benchmark Report , 1,745 marketing organizations revealed that trade shows took up the biggest chunk of their marketing budget – over 21%.

Fresh Ideas to Reignite Stalled Leads and Accelerate the Sales Funnel

B2B Lead Generation Blog

If you really want to understand what’s happening with customers at a particular point in your funnel, then you have to ask them while the last interaction with you is relatively fresh in their minds. Tweet Longer selling cycles and stalled deals are impeding sales funnels everywhere.