3 Hot Tips For Managers To Improve Your Lead Generation Process

The increasingly digital world in which we all live is a giant portal of buying information and data; a tsunami of content at the fingertips of any purchaser with an Internet connection, which lets face it - is everyone, all the time on any device. With market research reporting over 85% of B2B purchasers start their buying journey online and on average 60% of the purchasing process being completed before speaking with sales, it's critical the senior executive team adapts its lead generation process to match the buyer's new purchasing process. Many firms don't have an end-to-end READ MORE ›

By |Tactics|
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The 7 things every business leader needs to know about their website design

We are well and truly in the era of the online buyer. Every business needs to understand how buyers commence their buying journey and how to exert influence over that journey each step of the way. Your website plays a crucial role in hooking and reeling in interested buyers.This means your business needs to provide a compelling reason for buyers who are searching online to come to your site. What is it about your website that is compelling, relevant, authoritative and well, just downright helpful? What do you mean your website content is all about your world READ MORE ›

By |Tactics|
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Refresh your marketing with a website lead gen engine

Is your business trying to make sense of all this new fangled {insert your chosen word - inbound/digital/online/website/internet} marketing? Are you unclear exactly how spending your precious time and money on social media, blogging, search engine optimisation, landing pages and so on, is actually going to generate any new leads - let alone new business? Don't worry you are not alone! Many medium and small businesses are in the same boat. But the evidence is now very strong that the inbound marketing (our preferred phrase) tail is wagging the marketing dog! It's time for a fundamental refresh for your approach READ MORE ›

By |Tactics|
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Should B2B marketing employ more scientist than artist?

Should B2B marketing be employing more scientists than artists? That’s the question implied by one of IDC’s recently published “Top 10 predictions for 2013”. Driven by a number of profound changes in both the business and marketing environments, they project that from 2013 onwards, 50% of new marketing hires will have technical backgrounds. They point out that the fastest growing job categories in marketing today include campaign management, marketing operations, intelligence/research, sales enablement, social media and marketing IT. Many of these categories hardly existed less than a decade or less ago. Analytics and automation All of these roles require - to varying degrees READ MORE ›

By |Tactics|
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B2B lead generation: Why Sales and Marketing alignment produces better leads

The sales department wants the marketing department to provide more leads. But they want them to be "better qualified". The real question is, "qualified according to whom?" We all know the cliché that a suspect is not a prospect. If someone fills out a form at a trade show it doesn't mean they are interested in your products or services - just that they visited your stand or gave their contact details in order to pick up a trinket for the office. The big issue is that Sales and Marketing are not looking in the same direction. READ MORE ›

By |Tactics, Velocity|
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How to measure lead effectiveness

Some businesses change their tactics with the same amount of science as they used to choose them in the first place - none. Others get themselves into such a state about how to decide whether to change or not, that they analyse themselves to death. So what makes sense to measure - and why? The answers lie in the detail - but only a little way in. Measure interest: What percentage of those who you first invited to act, took the first step? This first step is a great indicator of whether the topic holds interest READ MORE ›

By |Tactics, Velocity|
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B2B Sales: Is your funnel fighting fit or fundamentally flabby?

The “funnel” is one of the most powerful metaphors in B2B sales and marketing. It describes the passage of prospects through a buying decision process that hopefully will (but often does not) result in your successfully selling something to them. A flawed metaphor For sure, the metaphor is flawed. Real-world funnels don’t leak, and everything that flows into the top tends to flow out from the bottom. And - unlike sales opportunities - the liquid they contain doesn’t normally flow back uphill again or evaporate completely. But despite all its manifest flaws, the idea of a funnel READ MORE ›

By |Tactics, Velocity|
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Explore 5 types of content marketing that generate leads

We have all heard the phrase "content is king". In fact I would argue it has reached cliche status...and as with all cliches there is usually a kernel of truth in the saying. Content has been used in B2B marketing for decades, its certainly not a new phenomenon, but with the pervasive use of the internet to research buying options and the rise of social media to connect with peers, the focus on content to educate buyers through the stages of their buying journey is seeing a strong resurgence. It can sometimes be difficult for business owners READ MORE ›

By |Tactics|
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Is marketing automation a powerful tool in B2B arenas?

The Pedowitz Group and The Lenskold Group recently set out to test how much marketing automation contributes to the effectiveness of marketing operations in the B2B arena. After surveying nearly 350 B2B marketing organizations, the study found that marketing automation, combined with ROI metrics such as lead acceptance rate and revenue per sale, made top-performing organizations more efficient and effective. According to the survey, the top segment of companies – 11% of all marketers surveyed – demonstrated distinct advantages in outgrowing competitors by adopting integrated marketing automation and using ROI metrics. Beyond that, the report found that, after deploying a marketing automation READ MORE ›

By |Strategy, Tactics|
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The Green B2B Marketing Solution: Lead Recycling

What happens to prospects when they leak from your funnel? I'm talking about people who have expressed interest in your products or services, but somewhere along the line they dropped off the radar. The issue of leaked leads is not a pleasant conversation for most organisations, particularly for the sales team. It's understandable, most people would prefer to discuss successes. It's better to focus on why we have won, not why we have lost, right? Wrong! It's simple arithmetic. In the journey from first contact as an unqualified lead to customer, typically 90%+ of leads will "leak" from READ MORE ›

By |Tactics|
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