11 Reasons Why Outbound Telemarketing Programs Fail
My colleague Robert Krekstein is the Telemarketing Program Director for SAP North America. Rob and I support and have adopted what we call the “Tele-Web” concept of driving the most efficient leads for sales through pull-based inbound programs. The leads with the highest conversion rate and the lowest costs typically come from inbound activities like search and are then followed up and qualified by our telemarketing professionals.
6 Steps to Prepare for the Mobile Revolution
Earlier this week, I defined the 10 Reasons Why Mobile is Hot. By summarizing Morgan Stanley’s latest research, I demonstrated the tremendous growth of the mobile internet channel and suggested that mobile is the next big thing.
What does all this mean to the B2B marketer? I will suggest the top 6 opportunities for mobile marketing and the steps you should take now.
10 Reasons Why Mobile is Hot!
According to a recent post by Justin Kistner we are in “the era of social media” a trend that he proposes will peak in 2012 before the next era of the web begins in 2015. This report by Morgan Stanley titled “Internet Trends 2010” predicts that the next era of the web is all about mobile.
In this post, I will summarize the 10 main reasons why Mobile is one of the biggest technology trends ever seen and why you need to pay attention. Read more
Need to Drive Leads? Try These Traditional Tactics Now
In a recent article from eMarketer, “Is Social a Source for B2B Leads?”, a survey from Leadforce1 is highlighted showing that social media is not producing the kind of engagement that drives leads. So what’s a marketer to do?
While we all see the storm clouds on the horizon, the end is not quite here for traditional techniques.
B2B Social Media Strategy and Executive Buy-in
For today’s post I have had the pleasure of being asked to guest blog for B2Bbloggers. The post is called B2B Social Media Strategy – 5 Steps to Gain Executive Buy-in and will show you how to develop your company’s B2B social media strategy. I link to some of the latest research from firms like emarketer, Forrester, Morgan Stanley and the Altimeter Group and cite popular social media experts like Charlene Li, Shannon Paul, Jay Baer and Jason Falls. I explain the 5 steps required to gaining executive buy-in. And also discuss the 4 main objectives of a comprehensive plan. Finally, I provide practical tips for developing your own strategy, gaining the buy-in required to execute the plan and working with your executive team on marketing their own personal brands to your customers.
A special thanks to Jeremy Victor and Make Good Media for the opportunity.
Social Media: The Journey Begins With You
Great news, your boss has selected you to create and manage the company’s new social media initiatives. Now like many marketers currently experiencing a similar situation, you probably immediately thought “why me?” and then quickly thereafter “how do I get started?” First off, it is important to note that social media is not synonymous with Twitter or Facebook. According to Duct Tape Marketing, social media is the use of technology combined with social interaction to create or co-create value. Second, similar to any other marketing campaign, you must start by defining your target audience and then setting specific objectives that can be measured. Read more
The 7 Burning B2B Social Media Questions
On Tuesday, June 8th, I will be joining a distinguished panel of folks from leading firms such as Bloomberg, Capgemini, CB Richard Ellis, MS&L, and Orrick, Herrington & Sutcliffe. The session will be moderated by David Rosen, Chief of B2B Social Media at Makovsky + Company. We will be discussing what the PRSA is calling “The Forbidden Dance: B2B and Social Media”.
Why Social Media Will Help Us All Get Along (Better)
It is one of the biggest questions you will hear in any open forum on Social Media: Which department owns social media? I wanted to outline my thoughts here and summarize some of the key sides of the debate.
6 Content Marketing Tips That Drive Leads
In yesterday’s post we reviewed the The 4 Most Common Mistakes in B2B Content Marketing. Too often we grab the latest product brochure, sales presentation or case study and post it online. But customers are looking for you to demonstrate an understanding of their needs before they are ready to engage in the sales process. If we pay close attention to avoid the common mistakes, content marketing can drive leads that are more relevant, targeted and qualified than a traditional outbound push.
So here are my 6 tips for creating content that drives the leads that sales wants…
The 4 Most Common Mistakes in B2B Content Marketing
One of the largest challenges facing online marketers is how to create and utilize content that resonates and then delivers the targeted leads that sales is looking for. The days of sending a list of contacts to sales is over. Some creative marketers call these lists suspects. To sales, they are a waste of time. Inbound marketeering requires 2 simple things: First you need to be found and that requires the basic techniques of understanding how prospects search and the keywords they use. Second, you need to have compelling content that meets the prospects needs. Do these 2 things and you will find valuable leads.
In this post I will explain the 4 most common mistakes marketers make. And I will describe the “halo effect” and how to make it work for you. In the next post, I will list the actions you can take today to deliver targeted leads to sales.
