Make Lead Nurturing Work For You
The role of lead nurturing is specifically to move the prospect forward and give information, when they want it, and in a format that they want it in through “calls to action.”
A good lead nurture campaign has many components but the top four are Organization, Consistency, Segmented Database, and Content.
B2B Marketing Tactics That Work Today
Today I will be on a panel moderated by Craig Rosenberg from Focus including Lisa Horner from Citrix and Gregg Holzrichter from Virsto Software. The topic is B2B Tactics That Work (And Those That Don’t).
I am often asked “what is the best tactic in B2B Marketing for driving leads, pipeline or new sales?” While the answer is often that it really depends on your business, I think the bottom line is that most companies are not focused on solving the right problem.
To me the real answer lies within our company culture, marketing perspective and customer frame of mind . . .
How To Measure B2B Demand Generation
How to measure B2B Marketing
This question was asked recently on Focus.com. I am cross-posting my answer here since this is a GREAT question. But I encourage you to add your thoughts as well either in the comments below or on their website. While you’re at it and since I’m not shy about asking for help: if you think I answered it well, I would appreciate it if you give me a thumbs up 
One caveat before you read on: This answer is specific to measuring B2B Demand Generation. I talked about the “New Marketing Accountability” before where I state my view that the ultimate measure of success for the full set of integrated marketing activities is Lifetime Value or how well marketing achieves the goal of getting and keeping customers…
Enjoy A Demand Funnel Cocktail
I was recently asked by the good folks over at Focus to participate in an exciting project and the first edition of the “Book of Funnels“. The challenge was this: put all your thoughts on the marketing and sales funnel into one page and use a picture to tell your story.
I have to admit that this project was a lot of fun. At the time, I was leading a large online demand generation program and had some thoughts about the state of the marketing and sales funnel. And I agree with Craig Rosenberg at Focus, that “every organization should make the effort to depict its revenue funnel on one page. It serves as the basis for your sales and marketing strategy.”
Be A Hero: Choose Appointment Setting for Your Next Campaign
With all of the discussion on marketing and sales alignment, I thought it made sense to bring in a sales perspective and guidance to the site. The following guest post is another important topic for sales and comes from my colleague, Rob Krekstein.
Telemarketing services are continuing to grow in popularity, due to the low cost and high ROI; however, the difficulty lies in which telemarketing tactic to utilize. In my 20 years of sales and telemarketing experience I have implemented all different types of telemarketing tactics and found that appointment setting provides high value for multiple reasons.
The New Marketing Accountability
The most popular posts on B2B Marketing Insider over the last few weeks have a common theme: accountability and The Role of B2B Marketing . You can review both How To Align Marketing With Sales and Marketing Leads: Quality Vs. Quantity for more detail on the emerging need for marketing to drive real sales and to quantify efforts.
Late last week, I responded to a post by my new friend Adam Needles, VP Marketing of Left Brain Marketing. In “Revising Our Demand Generation Definition as B2B Marketers” Adam does an excellent job of thoroughly putting a call to action out to all marketers that demand generation needs to be end-to-end. He also asks us to be accountable to results. I told him that I almost stood up and clapped. I was so excited, I thought I should recount my response here.
7 Tips For Successful Lead Follow-up
A Guest Post By: Robert Krekstein
Telemarketing services are continuing to grow in popularity given the low cost and high return, and for most companies Tele resources are fully utilized in an outbound calling capacity. The companies that are able to create a sustainable responder generation program will see higher conversions and sales.
However, it is difficult for companies to gain inbound responders in large volumes, and too many companies do not have an optimal responder program in place to drive whatever responders they receive to an eventual sale. In my 20 years of marketing, sales and Telemarketing experience I have created many “Tele Web” programs, and here are the top reasons they succeed.
Lead Generation Programs That Work
On July 13th, 2010 I presented on a webinar sponsored by Focus entitled “True Lead Generation Stories” moderated by Craig Rosenberg and co-presented by an esteemed colleague Chris Waldo who runs Demand Generation for Ingersoll Rand.
During my presentation titled Lead Generation Programs That Work I walked through the 5 Steps to Achieve Lead Generation ROI. I defined the top tactics for driving leads in today’s environment and listed those that aren’t working as well as they used to. I concluded with a discussion of the tactics to consider in future demand generation efforts.
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.
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.
