Sales Engine

JANUARY 14, 2016

If your content marketing arm is going to behave like a media company , you need strong writing – incorporating gripping video, smart infographics and powerful photos – all working together to grow audience and increase sales. Think of the headline – what key words need to be in there for the best organic search results? Make a list.

Planning 120

Planning Content Marketing Best Practices Content 120

Sales Engine

SEPTEMBER 1, 2015

When asked about why they were not driving traffic to their website, their response was “that’s just not how our industry works—people aren’t going to websites and I don’t think they want to go to our website—everything happens on Linkedin and we have a great presence there.” They won’t attract top performing salespeople to your organization.

Content Marketing 120

Content Marketing Cold Calling Marketing Qualified Leads Lead Ranking 120

Sales Engine

FEBRUARY 6, 2017

Content marketing does the work that multiple sales touches used to do: when you create content your leads want to engage with, promote and distribute it effectively, and use each engagement to foster another, you warm your leads and prime them to interact with a sales rep.

Lead Generation 120

Lead Generation Sales Qualified Leads Generation Demand Generation Agencies 120

Sales Engine

FEBRUARY 18, 2016

But campaign-driven approaches worked when the goal of marketing was branding and awareness. Not to say that it can’t still work, but for the most part, it turns buyers off. Many companies make the mistake of developing content like it’s just another marketing campaign. Earn your audience, don’t buy them.

Content 120

Content Thought Leadership Custom Publishing Segmentation 120

Sales Engine

FEBRUARY 18, 2016

But campaign-driven approaches worked when the goal of marketing was branding and awareness. Not to say that it can’t still work, but for the most part, it turns buyers off. Many companies make the mistake of developing content like it’s just another marketing campaign. Earn your audience, don’t buy them.

Content 120

Content Thought Leadership Custom Publishing Segmentation 120

Sales Engine

OCTOBER 4, 2017

But it rarely works that way. As the Internet exploded with information in the 2000s, marketing organizations attempted to “control the conversations” about their companies that were occurring online. But now they’ll have an instilled preference for working with you. Marketing to the Rescue?

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

SEPTEMBER 2, 2015

The paths organically steer you from one exhibit to the next in an intuitive self-guided way that meets everyone’s content needs. Others read every work of every placard. That’s because it’s laid out in a way that any person of any age with any interest can follow. Some speed walk the whole thing, never stopping, but taking it all in.

Marketing & Strategy 120

Marketing & Strategy Demand Generation Agencies Content Marketing Agencies 1 120

Sales Engine

DECEMBER 28, 2015

You know content marketing will work for your company—your competitors are doing it, and they’re kicking your butt. Whether you’re working on a massive, full-blown digital magazine or a monthly newsletter, the concept of content marketing is the same: develop great content, get it in front of your prospects, and convert the lead traffic.

Budget Programs 120

Budget Programs Top of Funnel Marketing Budget Webinar Metrics 120

Sales Engine

AUGUST 16, 2016

But the reality is that some of this process can be automated, and some can't, and one of the biggest reasons for this is that when we do find something that works predictably, others jump on the bandwagon and muddy the waters—much like what we’re seeing now with content marketing. The idea of marketing one-to-many is on the decline.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

AUGUST 2, 2017

So why do sales and marketing departments still work together in a linear fashion? Worse, it fuels the marketing-sales conflict that already exists at many organizations. The amount of research they conduct, the resources they use, and the pace of that research vary significantly from buyer to buyer.

Lead Ranking 168

Lead Ranking Case Studies Case Study Marketing Qualified Leads 168

Sales Engine

OCTOBER 27, 2015

It is not reasonable, however, to expect that this person is unsatisfied with their current vendor, has the budget, or has the authority to make a change in the organization. This of course will vary in every organization depending on your overall sales process. It’s just not going to work effectively. That’s adding value.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Buy 120

Sales Engine

OCTOBER 1, 2015

Because there are so many other touch points to many people over a long period of time, I wouldn’t sweat so much about attributing organic search results with a direct impact on deals. Google analytics can tell you a lot of this, including whether your traffic is coming from organic search and what the terms that they used to find you.

Top of Funnel 120

Top of Funnel Sales Qualified Leads B2B Marketing Marketing Qualified Leads 120

Sales Engine

AUGUST 4, 2016

But in a world where prospects hide behind caller ID and email, it’s the organization who has the most valuable content for prospects shopping online for solutions that wins. The reason they like it is because it helps generate more organic content in the form of commenting, liking, and sharing.

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120

Sales Engine

AUGUST 4, 2016

But in a world where prospects hide behind caller ID and email, it’s the organization who has the most valuable content for prospects shopping online for solutions that wins. The reason they like it is because it helps generate more organic content in the form of commenting, liking, and sharing.

Top of Funnel 120

Top of Funnel Lead Generation Sales Qualified Leads Lead Scoring 120

Sales Engine

JULY 20, 2016

But it rarely works that way. As the Internet exploded with information in the 2000s, marketing organizations attempted to “control the conversations” about their companies that were occurring online. But now they’ll have an instilled preference for working with you. Marketing to the Rescue?

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

JULY 20, 2016

But it rarely works that way. As the Internet exploded with information in the 2000s, marketing organizations attempted to “control the conversations” about their companies that were occurring online. But now they’ll have an instilled preference for working with you. Marketing to the Rescue?

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120

Sales Engine

NOVEMBER 16, 2015

The problem is that when we find something that works predictably, others jump on the bandwagon and muddy the waters—much like what we’re seeing now with content marketing. Disruptions are less tolerated—and, while many of these tactics still work to some degree, they’re having diminishing returns. Businesses love repeatable processes.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

AUGUST 20, 2015

Leaders whose organizations are well-versed in the transformational power and science of business storytelling, win! Steve Jobs’ keynote at his last Worldwide Developer’s Conference keynote in 2011 is an excellent example of business storytelling and a master storyteller at work. JM: How do you typically work with clients?

Storytelling 120

Storytelling Work Management Acquisitions Marketing Management 120

Sales Engine

MAY 5, 2016

It requires re-working by in-house subject matter experts, and that defeats the purpose of outsourcing in the first place. So whether the prospect found you in an email, organic search, or social media—it doesn’t really matter. while showing that your brand understands customers’ pain.)

Top of Funnel 120

Top of Funnel B2B Thought Leadership B2B Business 120

Sales Engine

JUNE 20, 2016

So why are many sales and marketing departments in B2B companies continuing to work together in a linear fashion? Worse, it fuels the marketing-sales conflict that already exists at many organizations.

Lead Ranking 174

Lead Ranking Marketing Qualified Leads Lead Nurturing Lead Scoring 174

Sales Engine

OCTOBER 2, 2015

On October 1, the sales team began Q4 and the pressure is high as reps try to make club and hit accelerators while organizations try to hit revenue goals. That’s not going to work. For many companies, the pressure to hit Q4 numbers is so high they aren't even thinking about 2016 quotas yet. But what about the B2B marketer?

B2B Sales 120

B2B Sales Paper Fulfillment B2B Marketing 120

Sales Engine

MARCH 28, 2016

B2B Content Enterprise: How does Conversion Sciences work with clients to optimize landing pages? How do you use a conversion strategy to generate better organic searches for your content? The right offer at the right time will always work. I’m still a big believer in email. They design their days around their inbox.

Marketing & Strategy 120

Marketing & Strategy A/B testing Broadcasting Content 120

Sales Engine

DECEMBER 21, 2015

Because it’s not realistic for most companies to assemble a team with such specialist skills, organizations need to get creative and outsource where necessary. An expert agency can do a lot of the work we’ve been talking about at a fraction of the cost that companies would need to spend in-house. Start with a content strategist.

Budget Programs 120

Budget Programs Work Management Marketing Management Allocation 120

Sales Engine

JULY 21, 2016

Once you’ve built content that attracts interest, you can use all of the digital channels at your disposal: email, social media, organic search, and, if it’s in the budget, paid search. When we think about the early stage buyers (top of funnel), the content will primarily be videos, blogs, infographics, and long-form oriented content.

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

JULY 21, 2016

Once you’ve built content that attracts interest, you can use all of the digital channels at your disposal: email, social media, organic search, and, if it’s in the budget, paid search. When we think about the early stage buyers (top of funnel), the content will primarily be videos, blogs, infographics, and long-form oriented content.

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

SEPTEMBER 18, 2015

They work hand in hand—but it’s not about trying to “trick” Google into telling them what that page is about. But most importantly, is the quality of the content itself, and here’s how it works. You can then organize your content topics around those themes.

Top of Funnel 120

Top of Funnel SEO Content Marketing Long Tail Marketing 120

Sales Engine

NOVEMBER 24, 2015

The most innovative organizations have found that they they have plenty of budget to work with by shifting resources away from traditional branding and awareness efforts that aren’t producing leads and shifting them to the content team.

Top of Funnel 120

Top of Funnel Marketing & Strategy Marketing Strategy Content Marketing 120

Sales Engine

JANUARY 28, 2016

This used to work more effectively when there was less noise, but because it still works, we’ll keep doing it. How many leads come through organic search, pay-per-click, etc.? Here’s what I know for sure: every time I put out the basic how-to articles and listicle articles, I generate some leads for our sales team.

Webinar Metrics 120

Webinar Metrics Marketing & Strategy Content Paper 120

Sales Engine

AUGUST 22, 2016

Following up on link clicks with "buy from me now" messages also doesn't work. From the vendor’s standpoint, we frequently get wrapped around the axle thinking about who found the lead, who did the most work, who had the most impact on the deal, who close the deal, etc.

Top of Funnel 120

Top of Funnel Lead Ranking Marketing Qualified Leads Digital Marketing Funnels 120

Sales Engine

NOVEMBER 6, 2015

Following up on link clicks with "buy from me now" messages also doesn't work. From the vendor’s standpoint, we frequently get wrapped around the axle thinking about who found the lead, who did the most work, who had the most impact on the deal, who close the deal, etc.

Top of Funnel 120

Top of Funnel Lead Ranking Marketing Qualified Leads Digital Marketing Funnels 120