10 Nov |
Lead Conversion—the Biggest Challenge in the Marketing-Sales Funnel |
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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...18 Oct |
B2B Marketing and Lead Generation Challenges – “The Q Continuum” |
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One of my all-time favourite television shows was Star Trek – the whole gamut of Star Trek: The Next Generation, Star Trek: Deep Space Nine, and Star Trek: Voyager. For those of you who didn’t fancy it or can’t remember trivial details like I do (am not ashamed to admit it!), let me remind you about the Q Continuum – an extra-dimensional plane of existence inhabited by a race of extremely powerful, hyper-intelligent beings known as the Q. They typically display indifference to most non-Q beings but have a deep interest in the development and progress of humanity. The Q character,
Read more...15 Jun |
Inbound Web Conversion |
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- The land of opportunity for the B2B demand generator Jay Gaines (Twitter: @izjay), a Service Director with SiriusDecisions spoke about Website Conversion on Day 2 of the SiriusDecisions Summit this year. He talked about a big step up in website goals from merely disseminating information to “perpetual demand creation”. Conversion optimization is the way to create a steady stream of leads with the “4 critical elements” being: Content Website ownership Technology Program integration While a big part of demand generation traditionally has been “education”, i.e.
Read more...27 Apr |
When it comes to Effective Lead Generation…Less is More |
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Remember the maze puzzles we did as kids? Or why go so far back – most of us use a GPS to navigate these days. I find the experience somewhat similar to cracking a maze. You know your starting point and you have a destination in mind. But getting there can be as simple or as complicated as you choose. It’s the same with lead generation. In a lot of instances we add several project components to lead generation, often resulting in complicating things and slowing down the whole process. I have seen many instances of complexity being added over time. In my opinion, there are three major
Read more...19 Apr |
Do People Provide False Contact Information Online? 69% of the time! |
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It’s true! Landing pages and web forms can bring inaccurate information into your database. Landing pages are increasingly gaining ground as a popular online marketing tactic. Organizations include a strategically designed landing page in their package of marketing tools because it offers them the opportunity to ask for visitor information. From downloading a whitepaper in exchange for an email address to requesting a free trial by providing more detailed contact information, individuals do respond to a compelling call-to-action in a landing page that catches their attention. I read an
Read more...22 Dec |
Recipes from the World’s Best Chef – My Christmas Gift to You! |
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In case you’re wondering about the title of this blog post, let me tell you at the outset that I am neither a chef, nor am I the world’s best. BUT, I am very excited that my niece, Stacey Lee Chan is indeed the world’s best chef! Stacey won the gold at the prestigious “Chaines des Rotisseurs Jeunes Chef Rotisseurs” 2010 world final in Helsinki, an annual highly regarded competition in the culinary world. Go Stacey! Stuck for holiday meal ideas? Now you know about the world’s best chef — this is my special Christmas gift to you! Check out Stacey’s Blog for her favourite
Read more...09 Nov |
Is There More to Social Media than Meets the Eye? |
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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...27 Jul |
Inside Sales Versus Outside Lead Qualification in B2B Marketing: A Needless Conflict |
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In a world where technology has made it possible to transact business remotely, many companies have found that a well managed inside tele-sales operation can boost profits by increasing coverage, serving customers faster, and selling low-margin products that outside sales people don’t want to bother with. However, many businesses, having made this investment, believe that inside sales teams can also be used to qualify and nurture sales leads. After all, telemarketing is telemarketing, right? Why pay money to an outside firm when it can be done in-house at no extra cost? However, trying to
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