Why Quality Leads are Expensive

By on June 1st, 2017

Getting more leads at a lower cost is always at the top of lead generation objectives, especially for startups and small businesses. In fact, a HubSpot survey revealed that 65% of B2B marketers claim that generating traffic and leads is their top priority. While generating a high volume of leads is a good thing, it doesn’t necessarily translate into sales and revenue. You may be getting a lot of traffic…

Are Chatbots the Next Big Thing in Lead Generation? What You Need To Know…

By on May 25th, 2017

“Geeks want machines that do things without asking. But what makes good AI is good communication with the user,” Fred Brown, Founder and CEO of Next IT The search for the next innovation in lead generation is an epic ongoing quest. Businesses will try just about anything to find their next customer. Which has recently led marketers to ask the next inevitable question, “Can chatbots get me leads?” The answer,…

Why Timing is Critical in Lead Generation

By on May 2nd, 2017

In this day and age, people are used to having immediate access to everything. Thanks to technological advancements that make it possible for almost anything to happen in an instant, people are no longer willing to wait. They want it all, and they want it now. B2B buyers are the same (because you know, they’re people, too). They expect fast and relevant communication. If your business doesn’t reach out with…

Are You Managing Your Leads Effectively?

By on May 1st, 2017

Some businesses think that slow returns and stagnant revenue are due to not having enough leads. But in reality, poor lead management is often the true culprit. According to a recent study, more than 80% of generated leads are lost, discarded, or ignored. Now, that’s a lot of potential revenue out the window simply because of poor lead management strategies. For B2B companies, this magnitude of loss is even bigger.…

B2B Marketers – Your Lead Generation Targeting Strategy is Missing Key Influencers

By on April 27th, 2017

As a B2B marketer, one of the primary goals for your department is to run lead generation initiatives to fill your pipeline with revenue driving opportunities. Most marketing campaigns offer the ability to target specific personas by search behavior, geographic region, professional attributes such as job level, etc... From there, your organization’s CRM is predictably built around MLA and SLA requirements that identify what criteria a prospect must meet in…

All Good Communication Starts with Integration

By on April 26th, 2017

Why a native integration between your MAP and CRM should be a no-brainer When you pair a marketing automation platform (MAP) with a CRM, you’re doing more than just combining two systems. You’re creating a supercharged sales and marketing tool for both teams to use across the board. A natively integrated MAP and CRM is capable of improving lead quality, increasing sales and marketing efficiency, automating marketing communications and enhancing…

Weekend Reading: “A Practitioner’s Guide to Account-Based Marketing” by Dave Munn and Bev Burgess

By on April 7th, 2017

For the 117th episode of The Marketing Book Podcast, I interviewed Dave Munn, co-author of A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts.

Why Your Business Needs Outbound Lead Generation

By on March 28th, 2017

Brands are becoming increasingly dependent on the internet. Consumers have changed the way they shop for the things they need and want, and savvy businesses have taken notice. Customers are now in control of the information they receive and the channels through which they get their information. This is why inbound marketing strategies are so effective. Since the use of inbound marketing has flourished, a lot of marketers have been…

Do Prospects Still Appreciate Downloadable Content?

By on March 21st, 2017

Without data, content marketing can feel a bit like a high-stakes game of roulette. However, even though engagement rates are generally down, content marketers can take heart that prospects still appreciate useful and targeted content, including downloadables such as whitepapers, ebooks, checklists, guides, toolkits, SlideShare presentations, and the like. Because of the large scope of information required to put together a whitepaper, or any report/guide that tries to break down…

How Personalization Affects Lead Nurturing

By on March 1st, 2017

The lead nurturing process walks a prospect through the stages of the sales funnel and continues through the sale. Proper execution requires knowing what to send when and ensuring that you’re adequately meeting your target market’s needs. This involves a variety of marketing strategies that require a thorough understanding of your target market’s characteristics and buying behavior and is a continuous process with the main goal of building lasting relationships…