Sales Engine

NOVEMBER 12, 2015

Delivering the best product or service is now a given. Consumers are more educated about the products and services you offer. By watching videos and reading (online, mobile) reviews, they’re able to easily compare products for both price and value through the opinions of others. Videos now have billions of views.

Cold Calling 120

Cold Calling Allocation Youtube Internet Marketing 120

Sales Engine

JUNE 28, 2016

If a person regularly takes the calls-to-action in your outbound email campaigns, downloads content from your website, follows your company on social media, and has visited your product pricing page, that person has self-identified as someone who is very interested in your product or service.

Marketing Qualified Leads 136

Marketing Qualified Leads Lead Ranking Sales Qualified Leads MQL 136

Sales Engine

MAY 24, 2016

With directives from above to grow revenue through sales, groups as varied as marketing, products, human resources, and even sales itself will rally to find ways to support the sales team. So, with most sales reps operating from a product-focused, spray-and-pray platform, it is no surprise that buyers are not satisfied.

Conversion 136

Conversion Forrester Lead Scoring Lead Ranking 136

Sales Engine

FEBRUARY 5, 2016

We also looked at the four products that the company offered and segmented the inbound MQLs based on the opportunities created for each. Here’s how we figured it out: We started by looking at the total number of MQLs created over a 10-month period.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Top of Funnel MQL 120

Sales Engine

FEBRUARY 5, 2016

We also looked at the four products that the company offered and segmented the inbound MQLs based on the opportunities created for each. Here’s how we figured it out: We started by looking at the total number of MQLs created over a 10-month period.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads MQL Top of Funnel 120

Sales Engine

JULY 13, 2016

Keep in mind that these prospects are better informed than ever, and have probably already done some research about your industry, product, or solution before they ever reached out to you in the first place. Marketing is no longer a one-sided endeavor. It requires a dialogue with prospects. Define your sales funnel.

Top of Funnel 120

Top of Funnel Conversion Marketing Automation Services Sales Qualified Leads 120

Sales Engine

JULY 13, 2016

Keep in mind that these prospects are better informed than ever, and have probably already done some research about your industry, product, or solution before they ever reached out to you in the first place. Marketing is no longer a one-sided endeavor. It requires a dialogue with prospects. Define your sales funnel.

Top of Funnel 120

Top of Funnel Conversion Marketing Automation Services Sales Qualified Leads 120

Sales Engine

JANUARY 25, 2016

Today, I think so many companies are trying to muscle their way to more productivity with content rather than reimagining how they use it. You can see this media property clearly markets to a specific persona creating content on specific departmental topics that are tangential but not directly related to the benefits of their products.

Enterprise Management 120

Enterprise Management Marketing Management Marketing Automation Services Sales Qualified Leads 120

Sales Engine

JUNE 7, 2016

Now think about how you interact with them, aside from consuming their main products (reading, purchasing, and eating, respectively). What business problem does your product or service help them solve? Think about your favorite brands and publications—blogs or magazines you read, places you shop, restaurants you love.

Top of Funnel 120

Top of Funnel Content Demand Generation Agencies Barriers 120

Sales Engine

JUNE 13, 2016

Like any product or service a company offers, content must be the result of deliberate organizational focus, infrastructure, research, and planning. To create a productive and sustainable content operation, the sales and marketing departments must be on board. Business leaders must be convinced of the importance of content.

Allocation 120

Allocation Content Demand Generation Agencies Work Management 120

Sales Engine

SEPTEMBER 13, 2017

In addition to providing typical reporting that legacy email and web analytics products provide, demand generation solutions automate the progression of leads through the pipeline so that sales can focus on only the most qualified leads. In regards to training, be sure that training costs are included in the cost of the software.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Budget Demand Generation Demand 120

Sales Engine

DECEMBER 21, 2015

If you go to the Redbull homepage, note that you don’t see a product shot anywhere. Redbull actually thinks of itself as a media company , not a products company, and when you take a look at all the types and volume of content they produce to build and engage its audience, it’s pretty remarkable.

Budget Programs 120

Budget Programs Work Management Marketing Management Allocation 120

Sales Engine

JANUARY 11, 2017

Think about how you buy products and services now as opposed to just 10 years ago. And neither would the buyer of your products and services. For example, even buying a car has drastically changed. Would you go into a dealership without having done your research on the Internet first? I wouldn’t.

Demand Generation Agencies 136

Demand Generation Agencies Demand Generation Budget Programs Demand 136

Sales Engine

JULY 29, 2016

[Editor’s note] This is why content development can be outsourced, even when you have a complex product. In order to use your content to attract a buyer’s attention, you need only understand the issues and problems that he or she is facing and not the intricacies of how your product works.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Leads 120

Sales Engine

JANUARY 5, 2016

[Editor’s note] This is why content development can be outsourced, even when you have a complex product. In order to use your content to attract a buyer’s attention, you need only understand the issues and problems that he or she is facing and not the intricacies of how your product works.

Buyer Personas 120

Buyer Personas Sales Qualified Leads Top of Funnel Leads 120

Sales Engine

AUGUST 20, 2015

KOGLER: Obviously, the role of salespeople has changed significantly over the last couple of years, not only because they need to be more consultative, but also the nature of B2B products and services that they sell has become increasingly complex. Whether it’s online (blog posts, videos, graphics, articles) or offline (print, broadcast, etc.)

Storytelling 120

Storytelling Work Management Acquisitions Marketing Management 120

Sales Engine

JUNE 14, 2018

Most importantly, the middle reliever significantly improves the productivity of your closers. Middle relievers are many times on a different career path than the enterprise sales person, but the good news is that they tend to be less expensive high-commissioned sales rep.

Top of Funnel 120

Top of Funnel Lead Ranking Paid Search Agency Content Marketing 120

Sales Engine

MAY 19, 2016

This is a primary role for content marketing programs in the B2B space, especially when an outside sales force is being deployed to sell a complex product or service.

Sales Qualified Leads 159

Sales Qualified Leads B2B Marketing Webinar Metrics Marketing & Strategy 159

Sales Engine

JULY 7, 2016

Most importantly, the middle reliever significantly improves the productivity of your closers. Middle relievers are many times on a different career path than the enterprise sales person, but the good news is that they tend to be less expensive high-commissioned sales rep.

Top of Funnel 120

Top of Funnel Lead Ranking Paid Search Agency Content Marketing 120

Sales Engine

AUGUST 25, 2015

In most companies, the expertise comes from an executive, such as the CEO or President, senior level sales and product managers, and customer service. It then must be communicated in a meaningful, educational, and entertaining way (assuming that you actually want people to read it).

Video Marketing 120

Video Marketing Marketing Management Copywriting PR 120

Sales Engine

AUGUST 24, 2015

When the time comes for them to shop for the product or service that you sell, you’re going to be well thought of and invited to the dance. Much like before, companies still want to trust 2 or 3 vendors as their thought leaders and bellwethers in any market to guide them. Content is how you build credibility.

Demand Generation Agencies 120

Demand Generation Agencies RFP Thought Leadership Paid Search Agency 120

Sales Engine

MARCH 10, 2016

Lemas: Writing and competing in competitive spaces all comes down to providing some form or differentiation or some sort of unique perspective, whether it’s in your product offering, customer service. Q: How can you compete with content in a noisy, competitive space? Original ideas are rewarded because the human being is the emphasis.

SEO 120

SEO Organization Content Marketing Agencies 1 120

Sales Engine

APRIL 14, 2016

I’ve always loved the content production side of what we do. Pitching stories to the traditional media is still a large part of Quinn PR’s business, but she also talks about the emergence of the brand as the media. But we also have so many more media outlets now to work with including the bloggers.”

B2B 168

B2B Blogger Content Public Relations 168

Sales Engine

NOVEMBER 9, 2015

This means journalists, editors, media and production crews, designers, and more. If you are not staffed for it, it will be impossible to keep up. Companies are hiring publishing experts to run their content marketing divisions. Every company engaged in content marketing must consider itselfa publisher and media company.

Sales Qualified Leads 120

Sales Qualified Leads High Quality Lead Conversion Paid Search Agency 120

Sales Engine

AUGUST 13, 2015

There is still a need for a salesperson, but you don't need a salesperson to communicate the value of the product. How is marketing feeding sales and is storytelling something that's important? Rafferty: Storytelling is critical. You need a salesperson to add value — add personal value through experiences, through perspectives.

Lead Ranking 120

Lead Ranking Storytelling Marketing Qualified Leads Sales Qualified Leads 120

Sales Engine

SEPTEMBER 1, 2015

And even if you do have some sales reps that look like the work horses of the past, the question you have to ask yourself as a business leader is: How much more productive would they be if you could actually help them with a stream of qualified leads?

Content Marketing 120

Content Marketing Cold Calling Lead Ranking Marketing Qualified Leads 120

Sales Engine

AUGUST 22, 2016

We’re uniquely positioned because of our diversity in product offerings, but we compete with large firms that have more resources available to their marketing and sales team.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Generation 120

Sales Engine

AUGUST 22, 2016

We’re uniquely positioned because of our diversity in product offerings, but we compete with large firms that have more resources available to their marketing and sales team.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Generation 120

Sales Engine

MARCH 31, 2016

These same brands are leading with product and brand rather than experience and utility.” By blasting an entire email list with an offer, we’re interrupting someone with untimely messages. Brands tend to appear tone deaf and context insensitive.

B2B Sales 120

B2B Sales Process B2B Marketing Automation Services 120

Sales Engine

MARCH 3, 2016

Coming from a creative agency and media production background that includes Tribeca Enterprises (owners of Tribeca Films and the Tribeca Film Festival), Matt Spangler was looking for an opportunity to apply his skills to disrupt a larger industry. Our head of creative production is from Pixar.

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 120

Sales Engine

MARCH 3, 2016

Coming from a creative agency and media production background that includes Tribeca Enterprises (owners of Tribeca Films and the Tribeca Film Festival), Matt Spangler was looking for an opportunity to apply his skills to disrupt a larger industry. Our head of creative production is from Pixar.

Paid Search Agency 120

Paid Search Agency Content Marketing Storytelling Advertising Agencies 120

Sales Engine

DECEMBER 6, 2016

have changed the way that B2B companies market their products and services. You’re going to need designers, copywriters, video producers, and post production editors, developers, and so on. And the functionality included in all of them is fantastic—and getting better every day.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Paid Search Agency Demand 168

Sales Engine

JUNE 16, 2016

B2B marketing has always supported a sales function in the development of sales collateral, product literature, branding, and awareness. If you’ve been a marketing executive for more than 10 years, you’re probably pretty good at product marketing. They don’t want to hear about your products.

Paid Search Agency 120

Paid Search Agency Trade Show Marketing & Strategy Public Relations 120

Sales Engine

DECEMBER 22, 2015

If you’re an email marketer, there’s a lot you can do to improve your results, such as improving the level of your content production , experimenting with different mediums and channels for distribution, or analyzing your subject lines and conversion rates to do more of what’s working.

Top of Funnel 120

Top of Funnel Marketing & Strategy Marketing Strategy Funnel Advertising 120

Sales Engine

NOVEMBER 3, 2017

A buyer might call a sales rep for no other reason than to hear about the latest products on the market, to make sure a competitor wasn’t enjoying a piece of technology they weren’t aware of. Each precious penny dedicated to promoting the company or product needs to be justified. It bred credibility. Did it translate into a lead?

Brand Identity 149

Brand Identity Branding Budget Programs Marketing Automation Services 149

Sales Engine

OCTOBER 1, 2015

And because it’s a $399 product and not a $399,000 product, you’re probably only dealing with one decision maker as a buyer versus a large committee where you have to worry about the high probability pains. The focus is very narrow for “Buy GoPro Camera” and therefore, you might be able to compete for that term set.

Top of Funnel 120

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

Sales Engine

OCTOBER 4, 2017

In the pre-Internet universe, salespeople held all the information prospects needed to make purchase decisions, from pricing to detailed product information. Simply put, salespeople no longer control the sales process from start to finish. This put the salesperson in control. But today, prospects are in control.

Paid Search Agency 120

Paid Search Agency Trade Show Content Urgency Marketing 120