b2b marketing tactics

How to write an email for Lead Generation

Email remains a killer lead generation tactic, despite everything that's new. And so in this episode, I've assembled five great lead generation email examples and I offer seven steps to completely nailing email lead generation. Here are my seven steps to powerful B2B lead generation, born from those five great lead generation email examples and a bit of thinking. Step one: build campaigns for each segment and divert the traffic to those campaign paths early in their cycle. Two: offer the most valuable, most personalized lead bait you can afford to build. I'll give you some READ MORE ›

By Hugh Macfarlane|Tactics|

B2B email examples and 8 actionable tips [video]

Email marketing remains one of the most effective tools in a B2B marketer's arsenal, but what really works? Today, let me share with you some great B2B email examples and eight actionable steps that you can take to improve your B2B emails. Let me start with the tips first. There are eight of them. The first tip is make it all about them, not you. Pack as much unique value into your email as you can, but invert the triangle, that is, pack the value into the beginning. Use as few words as you can, but as READ MORE ›

By Hugh Macfarlane|Tactics|

Brand identity template for B2B [video]

Brand matters. It matters to you and it matters to your customers, what you stand for, and how you stand for those things really does matter, but how do you create a brand that really stands out? That's why in today's show, I'll give you a great brand identity template for B2B. This week we're going to take a look at brand and specifically through the lens of brand identity template. We'll look at 50 brand identity templates and synthesize them, and then explain why they fundamentally, all of them collectively and individually miss the mark, completely READ MORE ›

By Hugh Macfarlane|Tactics|

Tactics to improve conversion and dominate your market

If you can't make your funnel flow faster, can you lose fewer buyers throughout their journey? We've argued on recent blogs why you can't speed up your buyer just because you have quotas to meet, but that you can improve your conversion rates. We had a ton of email requests for specific tactics. So this week we're making a series of specific tactical recommendations to improve your conversion rates throughout the funnel. Want to receive more content like this? Subscribe to our monthly B2B marketing blog!

By Hugh Macfarlane|Sales, Tactics|

B2B Marketing tactics with high closure rates

Want to receive more blogs like this? Subscribe to our twice weekly B2B marketing insights! In B2B marketing, Marketing tactics early in the journey have more effect on closure rates than sales tactics later in the journey (which is why search beats social, blogging beats traditional, and it doesn’t matter what tactics the sales team uses). What affect do various tactics have on closure rates at each stage of the buyer's journey? If you have listened to some of my recent blogs, you know that in 2005 we published the first of our landmark reports into alignment. READ MORE ›

By Hugh Macfarlane|Strategy, Tactics|

B2B Marketing Definition

I've not typically been big on the necessity for definitions, but became frustrated recently when a senior marekter threw terms like strategy, tactics around as if they were interchangable. It is not hard to understand what B2B marketing is, nor how it is different from consumer, or B2C marketing. Let's start at the top: B2B marketing can be defined as the planning, execution and measurement of the strategy and the tactics needed to sell a product or service to a business. In this blog, I'll unpack that just a little, argue why the four P's is READ MORE ›

By Hugh Macfarlane|Sales, Tactics|

6 Steps on how to close a deal properly

Want to receive more content like this? Subscribe to our monthly B2B marketing blog! Get your copy of our 2014 Sales and Marketing Alignment Report It's hard enough to get a buyer to commit to a sale. Now try to imagine a buyer who doesn't even know what they're buying from you. Do you think you could close that deal? With any deal, including the situation above, your focus should shift away from closing and to opening. If you open a deal correctly, your buyer will know exactly what you're selling them and why they need it. Closing the READ MORE ›

By Hugh Macfarlane|Tactics|

How to nurture leaked buyers back into your funnel

Want to receive more content like this? Subscribe to our monthly B2B marketing blog! It’s inevitable that prospects will leak from your funnel. But just because they aren’t ready to buy from you now, doesn’t rule out the possibility they will buy from you in the future. The success of your funnel is not shaped by your wins, but how you handle your losses. In this week’s blog, Hugh shows you how to build a robust recycling program. Staying positioned with leaked buyers is crucial so that when the time comes to talk to them again, they are perfectly READ MORE ›

By Hugh Macfarlane|Tactics|

How to close the deal

Want to receive more blogs like this? Subscribe to our twice weekly B2B marketing insights! What makes closing a deal a bit like proposing marriage? Well, neither of them should really come out of the blue. There’s a lot of groundwork to lay down before that final decision. Signing the contract and closing the deal might seem like one huge step for you and the buyer. But it doesn’t always have to be. In this week’s blog, Hugh shares how to break down the process into a set of small, quick tactics that will eventually lead to one READ MORE ›

By Hugh Macfarlane|Tactics|

How to get your offer accepted ahead of a rival bid

Want to receive more blogs like this? Subscribe to our twice weekly B2B marketing insights! Your offer is on the table, but it would be silly to assume the deal is done and dusted. At such a late stage, how can you ensure you aren’t Steven Bradbury’d, and that your offer gets accepted ahead of the competition? By now most of the hard work is done, but this doesn’t mean you can’t stumble and fall at the last hurdle. You haven’t won the race just yet. In this week’s blog, Hugh gives substances to numerous tactics you READ MORE ›

By Hugh Macfarlane|Tactics|