B2B Lead Generation Blog

Stuck on words: how can marketing connect with customers better?

B2B Lead Generation Blog

You see, I’ve worked in the world of complex sales, B2B marketing, and lead generation for two decades. And lately, I’ve been doing self-reflection as I’m working on a new company which you’ll hear more about soon. How can marketers better connect with people we hope will become our customers? Over the past year, I’ve been researching why there’s such a disconnect between marketing and customers so I can understand how to bridge that gap.

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New B2B Persona Research From Salesforce and LinkedIn Study

B2B Lead Generation Blog

Mathew works with Salesforce and is the Principal of Marketing Insights to talk about the just released report, B2B Personas: Targeting Audiences. So, if we’re only looking at the measure of, “is this email address any good for us,” and “we’re only looking at the bounce,” all that says is, “does this person still work at that company.” How many of you have had your job responsibilities change in the same company you’re working with?

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How to do lead management that improves conversion

B2B Lead Generation Blog

Sales have not been given the ability to hand leads back to marketing to re-engage for further work or nurturing on their behalf. What is working for you to optimize your lead management approach? 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.

7 Tips to Boost Your Email Nurturing Results Immediately

B2B Lead Generation Blog

In all my experience working with complex sales, I’ve not seen a someone take action or buy without a trigger event driving their motivation. What have you found works to create better marketing or nurturing emails? People aren’t looking for a reason to read your email nurturing messages, they’re looking for a reason to delete them. Think about it. You probably do this with your inbox too.

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Empathetic Marketing: How To Connect With Your Customers

B2B Lead Generation Blog

That’s the natural instinct we carry with us when we walk into the company, with the companies that we work. And what he means by that is kind of like I said: that although we’re real people when we walk into our places of work and then forget that we are real people.

How Empathy Will Grow Your Sales and Marketing Pipeline

B2B Lead Generation Blog

IDEO’s Empathy on Edge puts it this way, “When organizations allow a deep emotional understanding of people’s needs to inspire them—and transform their work, their teams and even their organization at large—they unlock the creative capacity for innovation.”.

5 Useful Lead Nurturing Tactics to Get More Opportunities

B2B Lead Generation Blog

The best marketers approach their work like a portfolio manager would run their mutual fund. Identify what’s working right now in your lead generation portfolio and try new things. You’ll find one channel is good at starting a conversation while another might work better at advancing your discussion. What we are looking to do is help accelerate leads in the sales pipeline, and that is part of where we can work with the sales team to understand ‘what are the key issues?’,

How to Improve Lead Routing for More Sales

B2B Lead Generation Blog

It takes some time to plan the process and collaborative work with sales. Additionally, salespeople often struggle with their follow-up approach.After working with hundreds of sales people and seeing their sales processes first hand, I frequently hear this “stuck point.” For example, if a contact works from home in CA, but their office is located in MN. Can that person based in CA connect work with someone local?

The Biggest Contributor to B2B Revenue

B2B Lead Generation Blog

In the first case, often an inbound model works best, with reps following up on marketing leads. 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.

5 Ways to Transform Your Content From Adequate to Awesome

B2B Lead Generation Blog

Some latch onto sales trends that only guide a short-term strategy, while others rely on new technologies to do the work for them. Sales reps demand marketing content as it relates to customer needs, but marketing is often one step away from the insights they need to truly deliver what works. The very notion of aligning sales and marketing teams means that they’ll need to learn to work together continually.

Why purpose matters to marketing: growth, revenue, and profit

B2B Lead Generation Blog

All of those layers have brought us to where we are now which is primarily teaching companies how to use these concepts, frameworks, and the processes that we’ve tested and know really work to grow their companies. Businesses aren’t the same, and the way the business community works. And not only that but employees are looking for more meaning in their work just like I was many years ago. Purpose at Work – LinkedIn/Imperative.

Tips on how to use LinkedIn for Better Lead Generation

B2B Lead Generation Blog

I met Susan through following her writing on her blog and her work in the LinkedIn community. Brian: What inspired you to do your work with LinkedIn? I contacted them, and together we modified the process to work in more complex selling situations.

Fast Growth Marketing: From 0 to 500,000 Users

B2B Lead Generation Blog

Yeah, it worked great. When the virality is there, you know it, and when it’s not, it takes time, and you need to keep working on just making sure you have a product that is compelling. They’re going to have to work hand in hand with marketers to get them.

16 Proven Ways to Get Better Opportunities Now (Part 2)

B2B Lead Generation Blog

That won’t work for lead nurturing. One partner worked with an outside publisher to develop educational Webinars and brought in some editorial support to help them develop some thought leadership pieces that didn’t focus on products or sales.

31 Tips for Improving Sales and Marketing Lead Generation Alignment

B2B Lead Generation Blog

Sales and Marketing often believe they are working together, but I’ve found collaboration takes more than annual, quarterly or monthly meetings. Tweet More often than not, there seems to be a disconnect between Marketing and Sales.

10 Most Popular B2B Lead Blog Posts of 2016

B2B Lead Generation Blog

I met Susan through following her writing on her blog and her work in the LinkedIn community. You’re putting the law of inertia to work in your favor, and that can help shorten your average sales cycle.

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

B2B Lead Generation Blog

Will their solution really work? Help prospects find the answers to these questions, and you’ll remind them of the benefits of working with you. Likes you and your company enough to want to work with you. Tweet Lead generation can take you on a long hike.

How to Put the Customer First in Lead Generation

B2B Lead Generation Blog

Customers want to work with people and companies that can step in their shoes and understand the results they are trying to achieve. Tweet Putting customers first in lead generation.

Lead Generation via Influencers and Experts in 4 Steps

B2B Lead Generation Blog

Influencers feel the pulse in the marketplace, and you can learn how you’re perceived and what messaging works in the market by talking to people who live and breathe within each space. Do they work with companies that fit your ideal customer profile? Why does this work?

5 Ways to Immediately Boost Account Based Marketing (ABM)

B2B Lead Generation Blog

It’s a live streaming weekly program right here on the Funnel Radio Channel for at work listeners brought to you by the Sales Lead Management Association and many others with your host Jim Obermayer, hey Jim! Third is being able to know the lead scoring approach that really works.

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

B2B Lead Generation Blog

I was an academic at Harvard Business School for about 11 years working my way up the hierarchy and always was doing research in sales related areas. In marketing, I think your work [ Lead Generation for the Complex Sale ] is very relevant to lead generation.

How to deal with change stress and be a better marketer

B2B Lead Generation Blog

The way I used to deal with change was just push through it by burying myself in work. The problem was that approach stopped working. Work to define a picture of yourself, your team, and organization. As marketers, we deal with a lot of change stress. Seriously.

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

B2B Lead Generation Blog

In the Internet age of uber-informed and advertising-adverse consumers, cold calling just doesn’t work like it once did. Tweet The holiday season is always a time of reflection for what we have and what we have accomplished over the past year.

New Chapter for the B2B Lead Blog

B2B Lead Generation Blog

Over the next few months, I’ll be starting a business and working on my next book, a sequel to Lead Generation for the Complex Sale. You may have noticed the B2B Lead Blog has a new look. Image credit: PhotoDune. That’s because it’s my personal blog again.

Introduction to Lead Management

B2B Lead Generation Blog

In my own experience working with companies, I’ve found the top issues include: Marketing qualified leads (MQLs aka inquiries) have been sent to sales people without qualifying them first or sending leads to Sales based on lead scoring alone.

How to Use Trigger Events for More and Better Leads

B2B Lead Generation Blog

In my all of my experience working with complex sales, I’ve not seen a customer buy without some trigger event driving their motivation. ” The physics work similarly in the account based marketing and the buying process. I’ve learned it works best to start simple.

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

B2B Lead Generation Blog

” In my work with one organization, these are the key points of information that Sales often wants to know about a lead: Role in the organization. In total, we invested $40,000 to do this work, and the business was worth $1.2

Building Your Strategic Lead Generation Portfolio

B2B Lead Generation Blog

The best marketers approach their work like a portfolio manager would run a mutual fund. Are they working together in a complementary way to connect each step in the customer’s buying process? Review your channels in terms of what’s working and what’s not, and make adjustments.

Where’s the Passion in B2B Marketing?

B2B Lead Generation Blog

In one of the keynote sessions with Tony Robbins, Tony talked about the power of engagement, citing a Gallop poll that showed 13% of employees worldwide are engaged at work. I can usually figure out in about 30 seconds of listening to someone if they are passionate about their work.

Lead Nurturing: Why good call scripts are built on storytelling

B2B Lead Generation Blog

The copy changes were hypothesized to deliver a prospect-level appeal of letting us “work with your consultant” instead of “doing the work yourself.”. Tweet In teleprospecting, it’s not just about what you “ask” prospects; it’s about when you ask them.

5 Ways to Deal with Change for Successful Marketing

B2B Lead Generation Blog

Work to define a picture of yourself, your team and your organization. I’d love to hear what’s worked for you when managing change or some of the ways you’ve supported your company making changes. Tweet As marketers, we deal with a lot of change.

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

B2B Lead Generation Blog

Sales and Marketing should view their work together in the same way. Tweet To kick off the new year I’m sharing 15 ideas on improving your lead management.

Lead Nurturing: How a social business strategy can help you move from selling to helping your prospects

B2B Lead Generation Blog

You could be talking to the right people, have a great offer and terrific creative, and while that may work in email, it can fail in social media because the context is different.”.

How the Halo Effect Drives Lead Generation

B2B Lead Generation Blog

” He didn’t know it the time, but he explained how the halo effect works. The halo effect works like this: By helping thought leaders and subject matter experts build their platform and influence, you will also build your influence and platform.

B2B Content Marketing: Find the bigger story

B2B Lead Generation Blog

As he gave his keynote address at MarketingSherpa Lead Gen Summit 2013, he revealed that he also gave a presentation for metal working manufacturers that also posed the same question : What do we talk about? Tweet “Anybody here think you have nothing to create content around?

3 Factors that Connect Value Prop to Prospects

B2B Lead Generation Blog

Here are a few examples of poor value propositions from the MECLABS Value Proposition Development Course to help you identify value claims that may need a little work: “We empower you software decisions.”. “I

B2B Marketing: 3 simple tips for creating PPC ads

B2B Lead Generation Blog

Overall, one thing I’ve seen in my experiences in working with our Research Partners is the basics of copywriting are often a first casualty in PPC ad design. Granted, the ad also has some room for improvement, but the image and copy work together to set the right expectations.

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Optimizing Lead Distribution for Higher Conversion

B2B Lead Generation Blog

One company I worked with centrally qualifies all their leads (via phone) against their universal lead definition within two hours, distributes and requires their field sales force to follow up on those that are sales ready within eight hours. What’s worked for you to optimize lead distribution? Tweet The management of sales leads is critical to generating marketing ROI.

Lead Generation: How using science increased teleprospecting sales handoffs 304%

B2B Lead Generation Blog

Anyone who has worked in inside sales knows that sales professionals are always informally testing to learn what works and what doesn’t. Essentially, we were working toward building the ultimate yes with our prospects. Tweet I have a confession to make.

Email Marketing: 3 simple steps for building customer personas

B2B Lead Generation Blog

The feedback led to the creation of a secondary set of personas that allowed the IHS team to really drill down into their targeting efforts in a way that would likely have been not possible had they not worked with Sales to develop the profiles of their ideal prospects.