10 Nov |
Lead Conversion—the Biggest Challenge in the Marketing-Sales Funnel |
 |
A couple of weeks ago we purchased the comprehensive, 200 page MarketingSherpa 2012 B2B Marketing Benchmark Report. This veritable source of marketing insights is a reminder of the B2B marketing industry’s key challenges and ways in which organizations are struggling to overcome them. Over the next few posts on my blog, I thought it may be worthwhile to focus on certain aspects of this report and how marketers can apply this intelligence to enhance lead generation strategies and processes. The study analyses how B2B organizations plan, execute and measure business activities such as lead
Read more...05 Apr |
Can a small company think ‘big’ when it comes to B2B lead generation? |
|
- Yes! Provided the right factors are at play In a difficult economy smaller companies are the first to feel the pinch. Lack of a demand generation strategy and process are the main reasons for lagging behind. Internet marketing has expanded product/service options, widened reach and shortened the buying process. Small enterprises need to re-invent their marketing strategies, get out there and pick up the pace to prevent being obliterated. How can they do this? Focused B2B lead generation – large companies know its value and smaller enterprises need to test its benefits first-hand.
Read more...08 Mar |
Understanding the Umbrella of Social Media Technologies |
|
Familiarize yourself with Social Media Glossary for B2B Get to know the language and terminology Were you one of those who pooh-poohed David Fincher’s “The Social Network”? Stayed away from watching “a movie about computer geeks” or “the Facebook movie”? Wonder if that will change now after the film won 3 out of the 8 Oscars it was nominated for. It’s funny how we scramble to get up to speed with the Red Carpet buzz. And yet, many of us are guilty of lagging behind on the knowledge about business tools and terminology that can actually help our business; i.e. Social
Read more...22 Feb |
Twitter and B2B Lead Generation |
|
When it comes to social media marketing no business wants to be left behind. It’s mostly free, elicits immediate response and has tremendous reach. Employees and executives are encouraged to ‘tweet’ new products/services and events, keep in constant touch with the target market and manage customer relations when the waters get choppy. And Hollywood thrives on it. However, while Twitter, Facebook and YouTube, etc. were earlier being used for B2C communications, today social media is being touted as a cost-effective B2B lead generation machine. Let’s look at some recent examples of
Read more...09 Feb |
Social Media and Common Sense – How Common is it? |
|
For social media to work in a B2B context we need total alignment of all go-to-market tactics. Unfortunately, the “experts” are looking at social media as a single focus tactic, despite the fact that it is an unproven replacement tactic. If the end game is to produce a sales ready lead or speed up the process to a sales ready lead then organizations ought to start thinking integration and alignment. What is happening to your increased web inquiries, landing page visits, etc. that are being generated by your Internet marketing and social media activities? I see this whole issue as a more
Read more...03 Feb |
To Spike, or Not to Spike: that is the question |
|
I’m feeling inspired by Shakespeare here but unlike Hamlet, it’s not a question I would ponder. Rather, it is a rhetorical question and my answer would always be “don’t spike”. I agree; a challenging economy and value-conscious customers are making it increasingly difficult for organizations to stay afloat, let alone meet sales targets. Added to that is the pressure of getting to customers before your competitors do. A “quick fix” might seem like the ideal solution. Enter a spike marketer who may be able to deliver the quick boost you’re looking for to improve your sales.
Read more...16 Nov |
The expanding social landscape – integral to lead generation? |
|
Is Social Technology Integral to B2B Lead Generation? The scope of social technologies and their potential to help maximize B2B lead generation efforts is real and valid. But marketers must look beyond the eye-candy. Having a bunch of social media medals (logos and icons on your website) won’t do much for your sales team that’s out in the field trying to close the sale on a hot lead. But being active socially will definitely help establish greater credibility and increase visibility; both important factors that positively influence prospects about to make a purchase decision. It looks
Read more...09 Nov |
Is There More to Social Media than Meets the Eye? |
|
Social Media and B2B Lead Generation In the spring this year, I wrote in one of my blog posts, that “social media is new and evolving”. That was in late April 2010. Today, in the fall of the same year, I have to say that social media has indeed evolved with great speed! This actually makes me want to caution marketers that social media isn’t like magic beans that will sprout into a lead generation beanstalk overnight. You still need a very strong foundation on which to build your demand generation efforts. Incorporating social tools and technologies into tried and tested target
Read more...19 Oct |
Working the Pipeline: A Zonal Approach |
|
In my previous blog post on pipeline acceleration I talked about implementing an effective process and strategy for demand generation or lead management and improving revenue. Specifically, rapid market entry and how to gather the low hanging fruit. However as we all know, that only represents 10% of the whole orchard. So let’s get down to the major chunk of clients that fall between the hot prospects and deals that really challenge us in the last mile. If you acknowledge that 60% of your leads need to be cultivated, you will agree that the middle stages of your pipeline acceleration or
Read more...05 Oct |
An Accelerated Leads Pipeline: Ask Not Just “How Much”, But “How” |
|
Have you ever looked at lead management and pipeline acceleration as CRM? Marketing statistics point out that 60% of leads have to be nurtured. This further reinforces what I’ve stated before that successful demand generation involves: Patiently pursuing a relationship with your prospects Developing their confidence in you Rolling out a smart and effective marketing plan to turn them into customers In this struggling economy many businesses have learned the true meaning and value of pipeline acceleration the hard way. You can’t send your reps out into the ocean if they don’t know
Read more...
