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How to Implement an Account-Based Marketing Program in Your Firm

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For many years now, B2B marketers have spent time and effort carefully crafting buyer personas based on demographic profiles, needs analyses and former sales results, among other criteria. Work with your sales team to review existing customers.

Building a Marketing Technology Stack for Your Demand Generation Efforts

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Demand generation is about more than just delivering sales-ready leads for products or services. It’s the achievement of long-term market awareness and interest in your offering through the use of market research, brand positioning, industry trends and sales data.

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Who Owns Twitter (Marketing or Sales)?

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So are you better off consigning the initiative to Sales or Marketing? By the Numbers: Why Twitter is a Natural Fit for B2B Sales and Marketing. Twitter Best Practices for B2B Sales and Marketing. The post Who Owns Twitter (Marketing or Sales)?

Integrating Google AdWords with Salesforce to Measure Your Sales Funnel

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Google of course has been tracking ecommerce data for years, but never the complexities of a B2B sale. This lets you understand how your AdWords results in the most important milestones in your B2B sales funnel. Some may become opportunities; some become sales.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

How to Create Content for a Winning Account-Based Marketing Strategy

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And increased engagement equals more sales opportunities. You’ve finally honed your content strategy for inbound marketing. But now a new strategy is on your doorstep — account-based marketing — and you have to create content to fulfill the vision.

Google Analytics- Calculated Metrics for Lead Generation Websites

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Website Get a Quote from Sales form submit (WGQ). Email sales department (Email-Submit-Sales or ESS). Contacting Sales: (FCLP+WGQ+ESS+PPD). Then you can take this total, divide it by user sessions, and create a “sales contact conversion rate”.

Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions

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And sales cycles linger endlessly. When prospects start to consider various options, they might talk with a sales person. I realize quickly, however, that their confidence arises as they launch into their oh-so-familiar sales spiel.

Converting B2B Leads Through Social Content: 3 Keys to Success

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For a couple of years now, B2B marketers have been hearing the “social selling” buzzword, and there are some convincing social media statistics regarding sales through social channels.

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How to Choose the Right Predictive Analytics Tool for Account-Based Marketing

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With lead scoring based on having as much information about prospects as possible, fleshing out gaps in a customer profile delivers a level of enrichment and accuracy that can be useful determining the prospects’ position in the sales funnel.

How to Convince Your CEO of the Power of B2B Content Marketing

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It takes time, but delivers, in the long term, a higher number of leads and sales opportunities. It can move buyers through the buying cycle, attracting web traffic, converting visitors into leads, and transforming leads into sales opportunities.

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How Long Does it Take to Get Results from Content Marketing?

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In year two, conversions will likely also increase — contacts, marketing qualified leads and sales qualified leads. “ Marketing is impatient. Everything we do feels like we need to do it faster.”. – Ann Handley.

Stop Wasting Money and Improve Your Google AdWords Paid Search ROI

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Mobile search is huge, but what if your online lead or sale process is complicated on mobile (long/multi-page) check-out process? If you’re focused on maximizing ROI for your firm, and you have a team or vendor managing your paid search campaigns, you may not be optimizing ROI.

Retargeting; An Internet Marketing Tactic to Increase Conversions Rates & Leads

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Here’s a strategy that can retarget audiences AFTER they become leads; but before they become sales. Let’s talk retargeting.

Retargeting; A Internet Marketing Tactic to Increase Conversions Rates & Leads

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Here’s a strategy that can retarget audiences AFTER they become leads; but before they become sales. Let’s talk retargeting.

6 Tips for Collaboration When Producing and Sharing Great Content

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Project coordinators, marketers, copywriters, SEO and social media strategists, designers, sales staff, your legal team, subject matter experts—a lot of players are on this team. Don’t Forget to Include Sales. Is your content marketing strategy plagued with glitches and slowdowns?

Effective Social Selling = Mindset over Tactics

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If you listen to enough conversations on LinkedIn surrounding sales, you’ll get lots of differing opinions. Many say that sales people should concentrate on honing their sales skills rather than social media skills. It’s up to sales to do the relationship building.

Who Should Nurture B2B Leads with Social Media?

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However, B2B organizations are finally starting to ramp up their use of social for marketing and sales. Social Nurturing Isn’t Just a Job for Sales. While more B2B companies are allocating marketing budget to social media, nurturing is still viewed primarily as a function of sales.

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How B2B Marketers Sabotage the Power of Case Studies to Generate Demand

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Case studies are bursting with promise for use in B2B lead generation and sales. 5 Tips for Writing Success Stories that Generate Leads and Sales.

A CMO’s Guide to Conversion Metrics with Google Adwords

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Google AdWords continues to expand and improve conversion tracking metrics, and without a full understanding of the data provided, your firm may not be optimized with regard to generating efficient quality leads and sales.

Generating Leads from a Facebook Fan/Business Page Engagement Strategy

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For our social media clients, we combine all of the above tactics and more (including Facebook advertising) to build engagement, website visits, leads, and sales. Facebook and B2B lead generation. Have you considered Facebook as a channel for lead generation?

New ebook: Increase Conversion Rates- Conversion Rate Optimization; Websites, Landing Pages, Pipeline

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I share the above quotes to showcase the purest definition of marketing and sales. Marketing’s job is to persuade via message through targeted media channels to generate leads for sales. Sale’s job is to persuade via non-media channels and close those opportunities that come to him/her.

New ebook: Increase Conversion Rates- Conversion Rate Optimization; Websites, Landing Pages, Pipeline

NuSpark

I share the above quotes to showcase the purest definition of marketing and sales. Marketing’s job is to persuade via message through targeted media channels to generate leads for sales. Sale’s job is to persuade via non-media channels and close those opportunities that come to him/her.

How The Beatles’ Songs Optimize B2B Marketing Strategies

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Sales and marketing need to be aligned with agreement on target audiences, qualification factors, and business goals. It’s OK to wish social media friends a happy birthday, but do it naturally as compared to an obvious sales tactic.

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Why Marketing Automation Does Not Work

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Similarly, a marketing automation system with no process or content does not create leads and convert sales. And salespeople are more focused on closing the sale than asking questions. You’ve likely heard the information technology gurus.

The new Demand Waterfall from SiriusDecisions; An Introduction

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Of equal importance, it showcases how marketing and sales should be aligned, and how the funnel process integrates both fields. If marketing automation qualifies the lead via lead scoring, they are sent to sales to become SAL, or the traditional sales-accepted lead.

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The new Demand Waterfall from SiriusDecisions; An Introduction

NuSpark

Of equal importance, it showcases how marketing and sales should be aligned, and how the funnel process integrates both fields. If marketing automation qualifies the lead via lead scoring, they are sent to sales to become SAL, or the traditional sales-accepted lead.

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Survey Results: Improving Content Marketing is the #1 Priority for 2012 Lead Generation.

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The poll was promoted throughout LinkedIn Groups; a mix of b2b marketing and sales groups that I am a member of. Great nurturing content that tells a compelling story with the goal to shorten sales cycles is the key to increased sales opportunities.

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17 Ways to Promote Your White Paper for Lead Generation

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On LinkedIn, promote your white paper in the form of a discussion, for example: “How has technology improved the performance of your sales staff? Our How Technology Can Increase Sales Productivity white paper explains proven methods for boosting sales by up to 35%.”. Sales.

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18 Ways to Promote Your White Paper for Lead Generation

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LinkedIn Example: How has technology improved the performance of your sales staff? Example search query: “Ways to improve sales performance ”. Ad text: “Improve Sales Performance. Our sales technology is proven. Sales.

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Implementing a Content Experiment from Google Analytics with a WordPress Website; Conversion Testing

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Content Experiments allows users to experiment with website or landing page layouts to find those that best accomplish online conversion goals such as completing a sale, downloading a file or content, or signing up for a newsletter.

Implementing a Content Experiment from Google Analytics with a WordPress Website; Conversion Testing

NuSpark

Content Experiments allows users to experiment with website or landing page layouts to find those that best accomplish online conversion goals such as completing a sale, downloading a file or content, or signing up for a newsletter.

Online Display & Social Media, Branding & Attribution- Affects on Conversions

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Marketers have for years been struggling to determine how online display campaigns contribute to sales, conversions, and branding. Bottom of funnel (sales, registrations, leads). each) for the sale.

Online Display & Social Media, Branding & Attribution- Affects on Conversions

NuSpark

Marketers have for years been struggling to determine how online display campaigns contribute to sales, conversions, and branding. Bottom of funnel (sales, registrations, leads). each) for the sale.

Implementing Your Lead Nurturing Campaigns; Free Templates That Help You Plan

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Considering that around 80% of leads never turn into sales, you need a proper lead nurturing plan, including lead scoring, with the goal to transform those leads you do have into potential sales opportunities. Shortening of sales cycles. When should they go to sales?

17 Lead Generation- Demand Generation 2015 New Year’s Resolutions

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It means nothing if you don’t have a website that can capture leads for your sales team. Your Adwords campaigns need to be as relevant as possible, but we know sometimes it’s not easy because of how people search within the sales funnel. Build a trustworthy relationship with prospects before asking for the sale please. If you’re in sales, your LinkedIn profile should promote yourself as a problem solver with compelling content; a sales letter rather than a resume.

How Labels works in Google Adwords; benefits of the new feature

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Here’s an example using one of my clients that sells training programs to sales managers to improve the effectiveness of their sales meetings: Label: Research. Complementary keywords for the Research label: Ideas, solutions, programs, sales training (broad, phrase, exact matches).

Focus Roundtable Recap: Optimizing Landing Page Conversion Rates

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Let’s assume your average sale per customer is $5,000. B2B Lead to Sale Process Conversion Tactics Landing PagesI recently hosted a fantastic roundtable discussion on Focus.com on the topic of Increasing Landing Page Conversion Rates.

The B2B Lead Generation-Demand Generation Book “Hall of Fame”

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Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI. One of the first books to discuss the complex buying cycle of B2B and how to align sales and marketing to engage and nurture prospects. eMarketing Strategies for the Complex Sale.

How To Develop Keyword Lists for Adwords and Pay-Per-Click Campaigns

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Coming up with really good long-tail keywords for your SEO or pay-per-click campaigns can sometimes be daunting if you don’t understand how buyers use Google, what buying cycle they are in, and how your content or offers align with those search terms people use to look for what you do.

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