Buyer Personas Require Qualitative Research and Contextual Inquiry
MAY 4, 2011
Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers. The story and narratives of users were told through personas.
Is Your Organization Likeable? Are You Attracting the Right Buyers?
MAY 2, 2012
While there is much focus given to demand generation, content marketing, lead generation, lead management, and opportunity pipeline management, recent significant changes in buyer behaviors calls for serious examinations of whether organizations are attracting the right buyers.
Engage the Social Buyer Persona
APRIL 12, 2011
As in we are engaging the buyer in the buying process for example. A key component for engaging the social buyer persona is that an organization today must offer avenues of engagements that buyers choose. Image by Maria Reyes-McDavis via Flickr.
The Link Between Lead Nurturing and Buyer Experience Marketing
APRIL 5, 2011
The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years. One approach whose value is on the rise is that of Lead Nurturing. Image by kardboard604 via Flickr.
The Biggest Contributor to B2B Revenue
B2B Lead Generation Blog
OCTOBER 31, 2016
In most B2B companies with complex products or services, marketing-sourced leads rarely account for even half the revenue and often it is much less. Very quickly, these teams contribute more pipeline than any other lead source. Improved sales productivity.
Two Things That Destroy Strategy
FEBRUARY 26, 2015
There are a multitude of things that can destroy a Demand Generation Strategy, but the two biggest culprits are having a short-term vision and lacking alignment with sales. Odds are you have more than one buyer persona and each one has unique needs. Lack of Alignment with Sales.
5 Steps to Optimize Your Lead Nurturing Process: The Right Content to the Right Audience
Sales Intelligence View
AUGUST 22, 2013
Did you know that inbound marketing is white-hot and content curation is king? Brian Kelly, CMO of InsideView and Pawan Desphande, CEO of Curata , presented the latest and greatest content marketing techniques at the AMA Webcast on August 20, 2013.
Content Marketing: 4 stages to mapping your content strategy
B2B Lead Generation Blog
APRIL 28, 2014
Tweet Effective content marketing starts with listening to customers to truly understand them, and then identifying the personas of your audience, according to Ninan Chacko, CEO, PR Newswire. How to discipline content marketing to influence decisions.
Social Buyerology: Turning Insight Into Influence
JUNE 13, 2011
The second, The Research Methods of Social Buyerology , reviewed the types of research methods needed to attain a deep understanding of the new social buyer persona. In this fourth article, we examine how to turn insights about the social buyer persona into social influence. This, in fact, is creating a tension point between marketers and buyers today. Marketing and sales plans have a tendency to be concrete and finite plans.
3 Core Sales Support Services Your Agency Needs To Offer
NOVEMBER 10, 2016
According to 2016 data from Econsultancy , only 22% of businesses are satisfied with their lead to customer conversion rates. That's bad news for a marketing agencies with retainer clients. 3 Sales Support Services to Offer Clients. 1) Sales & Marketing Alignment.
7 Amazingly Effective Lead Nurturing Tactics
MARCH 15, 2016
As companies adopt inbound marketing as a way to generate more leads, the importance of having an effective lead nurturing strategy becomes very clear. Implementing an effective lead nurturing strategy can have a huge impact on the results of your inbound marketing strategy.
The Marketing Funnel Is Dead. Let's Have Dessert.
Customer Experience Matrix
JULY 10, 2012
Last week’s post on lead scoring attracted more positive attention than I expected. This was doubly surprising because first, I didn’t think lead scoring was such a hot topic and second, I don’t really agree with the approaches I described. The approach was using lead scoring as a way to define lead stages. My problem is the concept of lead stages themselves. But I suspect the process was always more chaotic than marketers cared to admit.
CMOs Win When High-Value Customers Are Treated Personally Online
Buzz Marketing for Technology
MARCH 13, 2014
Marketers today need to adopt a more realistic and accurate definition of value that’s based on “the combination of opportunities to convert and increase potential order value, and maximizes both, while at the same time, yields your highest value customers.”
How to Nurture Leads with Email Marketing
MARCH 22, 2017
Email marketing is very much alive. It has withstood the test of time and remains a strong force to contend with in lead generation and management, as well as customer engagement. In fact, based on statistics from Campaign Monitor : More than 80% of B2B and B2C companies are still using email marketing technologies as part of their marketing strategies. Marketers have experienced an astounding rate of 760% added revenue from segmented email marketing campaigns.
Content Marketing: How a technology company used its employees to generate quality content [Video]
B2B Lead Generation Blog
AUGUST 5, 2013
Tweet Content marketing is one of the most effective and widely used lead generation tactics, according to the MarketingSherpa 2012 Lead Generation Benchmark Report. Developing a content marketing strategy remains a big undertaking.
Tips To Power Your Sales Funnel With Video Content
SEPTEMBER 15, 2013
by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Jon Spenceley , the Community Marketing Manager at Vidyard. He’s passionate about helping companies get the most out of their video marketing investments. Buyer Personas.
The Top 10 Conversion Lessons One Agency Learned After Critiquing 100+ Websites
NOVEMBER 3, 2016
When it comes to website design, creating a page that is visually appealing, aligned with your brand, and optimized for lead generation is no easy task. After all, there are a lot of mistakes you can make in the process. WebsiteThrowdown #design #marketing — IMPACT (@Impactbnd).
Case study in data-driven B2B customer acquisition marketing
APRIL 24, 2015
My new book, B2B Data-Driven Marketing: Sources, Uses, Results , is launching in a few weeks. While preparing case studies for book, I had the fun of interviewing a bunch of very smart B2B marketers to learn how they were applying data and analytics to their marketing objectives.
How to Get More Leads from Your B2B Blog
SEPTEMBER 10, 2015
If you’re in B2B and you’ve got a company blog, you’ve probably got it for the leads. And you always want more leads from your blog. Better leads. Blogs actually come in as one of the best lead generation tactics going for B2B marketers. A process map.
Getting Started Guide for Marketing Automation
The Effective Marketer
JUNE 1, 2012
With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. Problem is, sometimes the rush to get the software installed and running ends up trampling the creation of processes, content planning, and other key ingredients that are necessary for a successful marketing automation implementation. Getting Started with Marketing Automation.
Inbound Marketing Basics: How to Attract More Customers
APRIL 22, 2015
Recently we hosted a webinar on inbound marketing for Asia-Pacific marketers that generated so much interest and so many questions that we didn’t have time to answer them all. Read on, and discover the essential steps for putting inbound marketing campaigns to work for you.
5 Steps to Creating Content That Converts to Revenue
APRIL 17, 2013
Andrew Gaffney is the Editorial Director of Demand Gen Report, a publication focused on demand generation best practices for B2B marketing professionals. You must know your key target markets and understand your buyer. Some marketers develop buyer personas as a guide.
Drip Marketing 101: Benefits and Best Practices
JULY 2, 2014
There’s a reason drip campaigns are so popular: In marketing, like so many things, timing is key. Drip marketing campaigns are an extremely valuable addition to the marketer’s toolbox. Drip marketing simply means sending marketing messages in a specific tempo.
How Personalization Affects Lead Nurturing
FEBRUARY 19, 2017
The lead nurturing process walks a prospect through the stages of the sales funnel and continues through the sale. Proper execution requires knowing what to send when and ensuring that you’re adequately meeting your target market’s needs. In today’s digital world, personalization is an integral part of any business’ marketing endeavors, and it’s also one of the biggest trends in marketing. Personalization Moves Leads Through Your Funnel.
My Key Takeaways as a B2B Summit Clinic Coach: Top lessons from real-world marketers and actionable ideas to drive marketing success
B2B Lead Generation Blog
NOVEMBER 1, 2011
Tweet I just got back from this year’s round of MarketingSherpa B2B Summits in Boston and San Francisco, where I provided one-on-one coaching to attendees, marketers from Fortune 500 organizations, leading private companies, and emerging businesses. So what did I tell those marketers?
25 Great B2B Content Marketing Articles
AUGUST 11, 2010
While doing research for my upcoming webinar on creating content that converts , I found many great articles on B2B Content Marketing. For example, the complex sale is usually unique to B2B selling, and that’s when you would map content to stages in the buying cycle. Joe Pulizzi, What is Content Marketing? Michele Linn, A 7-Step Plan for Getting Started with Content Marketing. Doug Kessler, The B2B Content Marketing Workbook. Personas.
6 Best Practices for a Lead Management Strategy
JULY 2, 2013
One of marketing automation’s big wins is the ability to create a continuous process to manage leads at scale. The key to making it work is developing an effective process to automate. Define and document your process. Create buyer personas for leads.
Lead Nurturing and Personalization
JUNE 15, 2016
Lead Nurturing and Personalization Here, we’re going to explain why personalization is a vital part of lead nurturing in marketing. It happens more often than you’d think, even with a lead nurturing strategy in place. What is Lead Nurturing?
How to Increase Your Database with Qualified New Leads
AUGUST 5, 2016
How are your lead gen numbers looking right now? Whether it’s the dog days of summer, the post-event lull, or drowning in deadlines, the best marketers know how to overcome slow traffic and stretch capacity to grow their database creatively.
The 3 & 5 of Winning Drip Marketing Campaigns
SEPTEMBER 18, 2014
Drip marketing is a successful technique for tapping into the water table of human consciousness, establishing memorable brand awareness by methodically, deliberately, and consistently delivering marketing messages over a fixed period of time. Optimizes the sales funnel.
How to Triple Your Audience and Lead Generation With Content Syndication
JUNE 20, 2013
Every content marketer has a dream of penning a piece that will earn the same mass exposure as the uber-viral Gangam Style music video. The concept of syndication isn’t unique to web content marketing. Do you syndicate your content marketing? Content Marketing Lead Generation
The Lead Gen Mistakes Marketers Are Making
MAY 3, 2016
When it comes to lead generation, you may be unknowingly sabotaging your sales pipeline with these seven common lead generation mistakes. However, lead conversions suffer when tactics aren’t anchored into a bigger, long-term and purpose-driven marketing strategy. .
Don’t Let Prospects Get Lost: Create a Customer Journey Map
MARCH 3, 2015
As marketers, it’s our job to help them get to their destination as quickly and painlessly as possible – to be their helpful tour guide. Learn essential ways to use content to attract top-of-funnel leads, with our eBook “ Attraction 101: Content Marketing.”
Interview Abstract: Why Selling with Value Requires Modern Tools + Modern Training
The ROI Guy
SEPTEMBER 13, 2013
I recently had the opportunity to interview Dario Prolio from leading sales training and performance management firm Richardson. Here is an abstract from that webcast interview session ( click here to access the recording ): #1 Issue – Inability for Sales to communicate value messaging?
4 Ways to Find Marketing Qualified Leads on Twitter
SEPTEMBER 12, 2016
This week, we’re happy to welcome a guest post from Socedo’s Teena Thach, social media and marketing specialist. But how do you know when you’re looking at a marketing qualified lead? Let’s take a look at using Twitter for B2B marketing leads: 1.
10 Ways to Optimize Your Lead Conversion Rate
B2B Lead Generation Blog
OCTOBER 27, 2014
Tweet The ultimate goal of B2B marketing and lead generation is to help the sales team sell. Marketers spend a lot of time and effort creating inbound leads but struggle getting those leads to convert into customers after they hand them off to sales. I’m going to share 10 levers you can use to improve your lead conversion right now: 1. The more you can humanize your lead follow-up the better. Relevance is critical lead nurturing.
4 Back to Basics Tips to Improve Lead Quality
JUNE 20, 2014
by Contributor Friendly | Tweet this Editor’s Note: Today’s post comes courtesy of Brenda Stoltz, the CEO and founder of Ariad Partners , which provides provides creative, practical, sales-driven integrated inbound marketing, lead generation and strategy services.