Most B2B companies shifting their marketing to lead generation run into myriad problems because it falls apart at many different stages throughout the process.
We have all experienced bad content. Like the TV commercials that are louder than the programming surrounding them, bad content is pushy, it’s invasive, and it doesn’t do anything for us. When you execute your own content marketing, how do you avoid becoming another voice in the chorus of bad content? How do you create content that your prospects actually want to consume?
This article offers insight into the hallmarks of good content—what it is, how it works, and how you can create it for your organization.
It’s rare to find a marketing professional who speaks ill of automation. It has made all of our jobs easier in many ways, and streamlined some of the more tedious aspects of online marketing. What’s more, it’s simply possible to reach more leaders and facilitate more conversions when the process is automated. Who would ever complain about that?
Why Thursdays Continue to Serve as the Digital Workhorse
When crafting email campaigns to generate sales leads, keep in mind that the date your prospect will open and interact with your campaign matters more than the date you actually send the email. After all, the goal is to engage prospects in a conversation (and a conversion)!
We’ve learned the most effective campaigns are those that educate our clients’ prospective customers about their industry, answer their questions, provide timely news and trend insights, share tips and best practices with them, and ultimately position the sender as a trustworthy source of information...
[Webinar Recap] Overcoming Demand Gen Resource Constraints: Headcount, Execution, and Budget
B2B marketers today have access to an unprecedented array of tools intended to simplify demand generation processes and make targeting and engaging leads easier. Ironically, the resources required to use these technologies properly can sometimes make marketers’ jobs more difficult.
Marketing automation software is a perfect example. It’s meant to make the marketing process more streamlined and efficient by allowing marketers to target, nurture, score, and collect data on their leads. At the same time, effective use of marketing automation software requires marketers to continuously and rigorously create and optimize content—a time- and resource-intensive process….
The Six Pillars of B2B Lead Generation: Part II
The remaining three pillars of B2B lead generation are below (check out our blog post here for the first three):
4. Integrated Campaigns. Because prospects choose how to engage with your brand—and not the other way around—B2B lead generation hinges on comprehensive, integrated campaigns offering content in multiple formats, through multiple channels.
The Six Pillars of B2B Lead Generation: Part I
The Internet has provided your prospects with a dazzling array of tools to educate themselves as they begin their buying journey. In some ways, it has made the sales process easier by allowing Marketing to deliver more educated and qualified leads to Sales.
On the flip side, however...
At Sales Engine, we're pretty excited about our new Chief Content Officer, Dave Wolpert. Recently, I took a few minutes of his time to get his insights on what trends he expects to see in BtoB digital marketing in the coming year.
What should be the easiest part of planning a 2014 marketing strategy for BtoBs?
Sales and marketing are experiencing a transformation that includes many exciting, new digital channels, ideas, and strategies. Inbound marketing, in particular, has incurred quite a bit of buzz. Inbound marketing is all about helping potential customers find and engage with a company via content that’s relevant and helpful to them. It’s about reaching beyond the boundaries...
One of the top pieces of marketing buzz in 2013 has been around how Big Data has transformed the marketing mix. While the use of Big Data in digital marketing has certainly helped us marketers make smarter decisions, some argue that it hasn't transformed much in our ability to guide the buyer’s journey. Are you among those who think Big Data does nothing more than guides marketers on their spending journey?...
At some point in your marketing process, you will reach a step analogous to the testing phase of software development. This is the point when it often feels like you are finished, but that annoying process requires you to check off a few more boxes. This can certainly seem like a thankless task, but the quality assurance step of your process deserves as much attention as the preceding steps. It’s true that no one has ever used a software application and thought, “Wow, what great testers this project must have had!” It’s also true that if this process is neglected, the customer will certainly notice then. Your customers will never notice how great your QA processes are, unless they aren't.