Demand Generation

Lead nurturing is a vital part of B2B marketing because it‘s a key strategy in driving prospective customers towards a purchase decision. When done right, it can eventually turn prospects into loyal customers who will contribute to sustainable revenue for the long run. While they might not be customers from the get-go, prospects turn into warm leads faster if you invest the time and effort to communicate regularly after their…

The main goal for Marketing in  B2B companies is to generate leads for sales teams and increasingly to deliver direct revenue.  Some marketers define anyone who fills out a form or attends an online or physical event as a lead. But I'm here to tell you: an "inquiry" (someone who fills out a form) and a "lead" are not the same thing. The main problem here is that there is…

Let's be honest, your lead generation strategy might need some work if it's not producing ROI. The whole point of lead generation is to generate leads that close! In modern times, B2B and B2C consumers are overwhelmed by sales, advertising and marketing teams vying for their attention. You can't rely on one pipeline or blasting out an email to your prospect list and calling it a day. More (quality) leads…

PDFs have their place. They’re easy to download, send, design, and skim. Over the years, they’ve become the unofficial default for many marketers, but times are a changing. When it comes to building buzz, holding attention, and reaching new markets, PDFs can fall a little flat. The good news is, there are lots of other content formats to play with and test out. We pulled together 19 examples of more…

Many businesses spend a great deal of time and resources on lead generation. This is completely understandable since, without a consistent influx of new leads, a business simply can’t grow. So marketers go out and invest in proven tactics that drive prospects towards your brand’s sales funnel: Email Marketing – It’s got the best ROI in the business SEO – We all want to be on the first page of…

Being an expert on your market or being able to identify target companies is great and all, but these things do little to develop your understanding of your B2B customer… And that’s where real success lives. For a board game like Guess Who, taking a shot in the dark and hoping to arrive at the right answer through the process of elimination is a good strategy. For marketers however, a…

Are you drowning in articles telling you to nurture your qualified leads? Perhaps you’ve grown weary of all the advice you’ve been hearing about how to get your prospects moving faster along the sales funnel? Strategies about how to attract and grow your leads often vary depending on who you’re talking to. Sometimes it involves complicated steps, mind-reading powers, a certain amount of creativity, as well as really good timing.…

Leads are some of the most effective means to measure the growth of your business. They can also be a tricky thing to manage. Leads can be generated through various methods, though some are more effective than others depending on the nature of your business. While there are many different lead generation strategies, quality is not always guaranteed, so you need to set a firm budget for acquiring these kinds…

Outstanding organic traffic doesn’t mean much if those web visitors aren’t converting into paying customers. Creating great content is a necessity for sure, but it’s important to remember that the real end goal is for readers to act. Conversion rate optimization (CRO) tactics are specifically designed to increase the percentage of visitors who take action after engaging with your content. Get this: even though 82% of marketers are currently using…

From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing– or maybe this has been the phase we’ve been stuck in ever since the phrase “buyer persona” was first coined years ago, first in the design movements of the 90’s, and later into marketing and sales. Today, you can find over 500,000 search results on the topic, most supporting the need…