How To Use Paid Search To Target Buyers By Stage
For 2 years running now TechTarget and Google have combined to produce a behavioral research study for B2B Marketers on the search behavior of IT Buyers. The study shows that there are specific keyword combinations used dependent upon the buying stage of the person searching on Google.
While this study was focused on IT Buyers, the implications for the B2B Marketer should be relevant across the prospect universe no matter which industries you serve. In this post, I will provide an overview of the study and summarize the key actions you should take as a B2B Marketer responsible for driving leads for your business.
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.
Top 5 Social Media Trends For The B2B Marketer
Are you a B2B Marketer looking for the real truth on how to make practical use of social media for your job? You are most certainly not the only one. And despite any reservations you may have, social media can help you get ahead.
In this post I will review a whitepaper produced last month by Toolbox.com in conjunction with PJA Advertising + Marketing called “Top 5 Trends in B2B Social Media Usage: What Every Marketer Should Know“ (registration required) on social media usage. The study included 5-waves with over 3,000 professionals on Toolbox.com.
How Social Media Drives Better Email Results
According to 2 recent reports, marketers are seeing better results when combining email and social media tactics. While integrated marketing approaches are nothing new, email and social media are especially complimentary marketing tactics.
Email is a proven and somewhat traditional technique for getting the word out. Social media can produce the same effect. But the same content will not always work in both mediums. So why are they complimentary?
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.
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.
5 Steps to Achieve Lead Generation ROI
While social media is the hottest topic in B2B marketing these days, we should not lose sight of why we are all here: to help our companies sell stuff. In this article I will argue for the importance of and the 5 steps to create marketing ROI through demand generation. Social media is hot mainly because it is new news to lots of folks in marketing and across our organizations that “the customer is indeed in charge”. Customers decide when and how to engage with us in the buying journey. Online lead generation is one of the best ways to identify customers early in the journey and produce a solid and predictable return on investment. Read more
The Objectives for the B2B Marketing Insider blog
Since I think it is important to set objectives, I am going to lay them out here. I realize my first blog posts are a bit self-indulgent but since I am only talking to myself and a few friends, I hope you will allow me these few introspections until I grow my followers and hopefully start to dispense pearls of wisdom that become widely shared across the web.
I also hope to lay these down publicly and will re-visit these objectives and report out to you how well I am doing.
