Online Lead Generation:

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "Online Lead Generation:"

Transcription

1 Online Lead Generation: A Guide for B2B Owners & Marketers

2 Online Lead Generation: A Guide for B2B Owners & Marketers Table of Contents Introduction 21 Key Research Findings About Lead Gen The Role of Lead Generation in Inbound Marketing. What s an Online Lead? Critical Pieces of Online Lead Generation & Lead Generation Campaigns TOFU, MOFU, BOFU Tying Offers to the Sales Process.. Fresh Research, Insights and Observations About B2B Lead Generation About Vitberg LLC

3 Introduction The Fight for Leads and New Business Has Never Been Greater It s likely that 80% or more of your new business is rooted in the network of contacts and referral sources that you ve built over the years. 1:1 marketing - socializing and building relationships with people who can refer business to you and vice versa is the one approach that s more powerful than virtually every other lead generation strategy and tactic combined. Most of the leads that you get this way are toward the middle or the end of the sales funnel and are sales ready. If you have all of the leads and new business that you can possibly handle from this approach, then this whitepaper is not for you. But if you re looking to grow your top line with more leads, here s what you ll learn in this whitepaper: Online lead generation will be a major focus of your company s marketing effort in the years to come A fundamental part of inbound marketing is making your website work smarter and harder to convert visitors to into leads There are a number of working pieces to online lead generation, and you ll need to decide if this is the right strategy for your company given requirements for commitment and resources Lead generation and customer acquisition occurs in different stages. We ll review different types of offers for lead generation that need to be developed and keyed to different parts of your prospect s buying process You will need budget and other resources to do online lead generation that can most likely come from current, ineffective marketing programs We re not looking to convince you to replace 1:1 marketing; we want to convince you that adding resources, technology and commitment to a program of online lead generation will result in more web site traffic, more leads, and more new business for your company. 1

4 21 Key Research Findings About Lead Generation 1. Research shows that 35-50% of sales go to the vendor that responds first. (Source: InsideSales.com) 2. More than a quarter of all B2B sales cycles take seven months or more to close. (Source: Harvard University and Gallup) 3. 90% of business buyers say when they re ready to buy, they ll find you. (Source: DemandGen Report) 4. 50% of marketing leads are qualified but not yet ready to buy. (Source: Gleanster Research) 5. 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa) 6. 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (Source: MarketingSherpa) 7. Just 56% of B2B organizations verify valid business leads before they are passed to Sales. (Source: MarketingSherpa) 8. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Source: DemandGen Report) 9. Just 16% of B2B marketers are producing mobile-specific content as part of their content marketing efforts. (Source: Smart Insights) % of B2B marketers say SEO has the biggest impact on their lead generation goals. (Source: Mindjumpers) % of B2B marketers confess to not measuring ROI. (Source: The B2B Barometer) % of business buyers use search to begin the buying process. (Source: Marketo) % of marketers indicate that is their most important digital marketing tool. (Source: BtoB Magazine) 14. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research) 15. Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. (Source: CSO Insights) 16. More than two thirds (68%) of companies report struggling with lead generation. (Source: Lattice Engines/CSO Insights) 17. Only 27% of B2B leads are sales-ready when first generated. (Source: MarketingSherpa) 18. Only 25% of leads are legitimate and should advance to sales. (Source: Gleanster Research) % of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel priority. (Source: MarketingSherpa) 20. Only 19% of CMOs identify improving database hygiene as a top strategic priority for lead generation activity. (Source: MarketingSherpa) % of marketers spend 15+ hours a week on lead generation. (Source: Marketing Charts) 2

5 The Role of Lead Generation in Inbound Marketing Most B2B companies spend their marketing budget on outbound marketing to reach suspects. Outbound marketing, also known as traditional marketing, targets a broad audience using print ads, trade shows, telemarketing/cold calls, direct mail/ , etc. Companies push their messages outward in the hopes that it will trigger a response in the form of a contact. The Inbound Marketing Methodology There s a different and new way of getting more ROI from your company s investment in marketing and business development: inbound marketing. Inbound marketing is a new approach to business development. It s based upon moving away from pushing messages to pulling suspects and prospects into a relationship. Inbound marketing involves implanting strategies and tactics for: 1. "Getting found first" by potential customers who are searching on-line for solutions to their needs or problems, 2. Converting those who have found the company into a new relationship with offers that produce leads 3. Nurturing those leads over time to build a relationship and convert them into a customer, and 4. Continually monitoring and measuring results to refine tactics in order to deliver more ROI. The role of lead generation in inbound marketing happens primarily when an eyeball reaches your website. At that point, instead of having them make a quick visit and exit, we want to put different types of offers, like a hot-to guide or checklist, in front of our visitors that requires them to fill out a form in order to get a redemption of the offer. In the world of inbound marketing, a completed form is a lead. Learn more about inbound marketing. Get The Manufacturer s Guide to Inbound Marketing here. 3

6 What is an ONLINE Lead? Let s start our journey into lead generation by defining a few terms. In the online universe, a lead is any individual who has responded to an offer your company has made. In order to convert someone from a prospect to a lead, they must take an action to make contact with your company. This comes from filling out a form on your website. Once that prospect completes a form, they re entered into a database, and then over time are sent a series of s to deepen the relationship. Of course, the ultimate goal is conversion to a client. There s an important reason to use this definition: most digital marketing analytic software products considers a lead in this fashion, and builds their metrics and conversion statistics platform around this use of the term. B2B companies may not be left with a choice as to whether or not to do inbound marketing and online lead generation. It s rapidly becoming a must have for doing new business, so the only choices are when you ll commit and what you ll promote. 4

7 Critical Pieces of Lead Generation and Lead Generation Campaigns There are 10 must have pieces for online lead generation: Pain Issue/Need Lead generation campaigns need to be centered on a compelling pain point or issue faced by your prospects. Items like saving money; increasing productivity; getting a competitive edge; operational thorns that are impacting top or bottom line performance; or micro or macro economic trends that are keeping prospects or clients up at night are just a few examples of the types of issues that can be used to build a campaign. The Offer There are basically three types of offers you can present to prospects, each keyed to different parts of the buying process: TOFU, or top of the funnel offers designed to deliver education and awareness; MOFU or middle of the funnel offers designed to tie the education process to your company s qualifications; and BOFU, or bottom of the funnel offers designed as one of the last steps for converting a lead into a client. (We will discuss these in further detail later in this whitepaper). The Device Offers need to be packaged into a device, like a how-to whitepaper, seminar, ebook, report, etc. Each type of device you might consider comes with its own unique set of logistical requirements (i.e. where do I get the content and who s going to write the whitepaper?), and each will have indirect/ resource and possibly direct costs. Also, different types of offers (TOFU, MOFU, BOFU) will use different types of devices. 5

8 Critical Pieces of Lead Generation and Lead Generation Campaigns (cont ) Database Lead generation involves both on-website and off-website promotion (outbound) to reach eyeballs for conversion to leads. A critical and challenging part of lead gen success is having a large and accurate database of prospects, with addresses, that represent opportunities to promote your offer and device. List segmentation is an important part of the lead generation process. Basically, segmentation involves slicing and dicing your database into various segments and tailoring the content in your s to those individual groups of contacts. Because your company s prospects are at different points in the sales cycle, or have different interests based upon their role in their company or organization, the objective of list segmentation is to reach the right prospect at the right time with the right message. Call-to-Action Buttons Essentially, a call to action, or CTA, is a banner, button, or some type of graphic or text on a website meant to prompt a user to click it and continue down a conversion funnel. It is an essential part of inbound marketing as well as permission marketing in that it actively strives to convert a user into a lead and later into a customer. Landing Pages Your lead gen efforts need infrastructure for lead acquisition and capture. This is done through constructing a landing page in the background of your website where you can capture an eyeball s contact information and start the process of generating lead tracking and conversion metrics. One of the best tools to accommodate this is a software program called HubSpot. Off-site promotion There are a variety of paid and non-paid media tactics you ll want to consider and integrate into your campaign. These include paid e-advertising like Linked In and Google Ad words, or banner adverting; and non-paid tactics like promotion of your offer through your social media accounts or your e-newsletter. The centerpiece of off-site promotion should be it s relatively inexpensive and produces the first set of metrics you ll want to employ for measuring ROI. 6

9 Critical Pieces of Lead Generation and Lead Generation Campaigns (cont ) Metrics and analysis A significant part of the transformation in professional services marketing is based on the quantity and quality of metrics that can be easily acquired. You ll not only want to measure things like quantity of leads secured through the campaign, but also, conversion metrics like visits to leads, landing page effectiveness, and the effectiveness of the various tactics you ve deployed for promoting the offer. Lead Nurturing and Automation - Since it s likely that most leads you acquire through your campaigns will not be sales ready, you ll want to consider including a lead nurturing strategy as part of the campaign planning process. You may need 3 or more touches before a lead is sales ready, and with the marketing technology that s available today, this process can be automated and virtually hands-free. 10 Marketing Technology There are a number of costs associated with online lead generation, including those for securing the right technology. You ll want to consider using some type of marketing technology, like HubSpot s all-in-one software that can help with the creation of CTA buttons, landing pages, , automating the lead nurturing process, producing data for analyzing results, and more. Companies are also turning to CRM products like SalesForce and Microsoft Dynamics to help with implementing and keeping track of prospect interactions. If you are interested in learning more about HubSpot, click here. 7

10 TOFU, MOFU, BOFU Tying Offers to the Sales Process By now, you ve probably got the message that offers on your website like Contact Us or Subscribe to Our Newsletter just aren t enough to get the most value out of your website you need a variety of different offers convert a visitor into a lead. One of the key rule of thumb of contemporary online lead generation is people that come to your website may not be ready to make a purchase. But while some visitors may be looking for information, others may be closer to looking for a solution to an issue or problem they have, or a company to solve that problem. So what we need to do is to address each stage of the sales funnel with quality offers that focus on our prospects and what they may want to have at each stage of the buying process. 8

11 TOFU, MOFU, BOFU Tying Offers to the Sales Process (cont ) Top of the Funnel Offers (TOFU) are designed to convert a site visitor to a lead using valuable educational not advertorial content. Offers for items such as whitepapers, checklists, guides and so forth will not only give your company an opportunity to showcase its thought leadership, but also, to collect prospect names and other contact information via a completed form. You ll get lots of tire kickers for TOFU offers, but it s a necessary part of the qualification and nurturing process. Middle of the Funnel Offers (MOFU) represents a next, evolutionary stage in developing a relationship with a prospect, while at the same time qualifying them at deeper and more meaningful levels. A MOFU offer is built upon the premise that a prospect with an identified problem will now turn to looking for solutions to that problem. To influence prospects at this stage of the sales cycle, our offers may come in the form of case studies, webcasts, solution comparison whitepapers, and so forth. Again, we ll use a CTA, and a landing page with a form to go after these conversions. Bottom of the Funnel Offers (BOFU) are intended to reach those prospects at the stage of the buying cycle where they will be making decisions about vendors. Here, our offers may be along the lines of a demo, trial, free consultation, or a submit your RFP. This is the point at which educating a prospect about an issue stops, and educating them about your company takes center stage. 9

12 Fresh Research, Insights & Observations About B2B Lead Generation Biggest Lead Generation Challenges for B2B Companies: Source: IDG Enterprise: B2B Lead Generation Marketing Trends, 2013 Survey Results Most Effective Lead Generation Tactic for B2B Companies: Source: IDG Enterprise: B2B Lead Generation Marketing Trends, 2013 Survey Results 10

13 Greatest Barriers to B2B Lead Generation Success: Source: IDG Enterprise: B2B Lead Generation Marketing Trends, 2013 Survey Results B2B Lead Generation Budgets Source: IDG Enterprise: B2B Lead Generation Marketing Trends, 2013 Survey Results 11

14 About Vitberg LLC Vitberg LLC was founded upon the belief that B2B companies don t get enough ROI from their investment in marketing and business development. We re focused on business development and top line growth for our clients. Our services are a combination of strategy and creative executions: Develop marketing plans, strategies and tactics Websites built on strategy, designed for lead generation, created for impact SEO strategies and tactics for helping companies get found first Tune marketing budgets for more ROI Convert website visitors to leads Content marketing whitepapers, articles, case studies and more Make social media a new business tool Bring companies into the new world of marketing analytics Design lead nurturing strategies Fill sales pipelines with dynamic and measureable lead generation campaigns Put blogs and blogging strategies into place Visit our website or call us at (585) to discuss your inbound marketing, internet marketing or content marketing needs. 12

The Partner s Guide to the Best Kept Secrets of Online Lead Generation

The Partner s Guide to the Best Kept Secrets of Online Lead Generation The Partner s Guide to the Best Kept Secrets of Online Lead Generation Executive Summary Professional services firms may not be left with a choice as to whether or not to do inbound marketing and online

More information

Provided courtesy CPA Trendlines. 2013-2014 Survey of CPA Firm Best Lead Generation Practices. Executive Summary. Sponsored by:

Provided courtesy CPA Trendlines. 2013-2014 Survey of CPA Firm Best Lead Generation Practices. Executive Summary. Sponsored by: 2013-2014 Survey of CPA Firm Best Lead Generation Practices Executive Summary Sponsored by: Table of Contents Acknowledgements... 3 Introduction... 4 Insights From the Field: Key Research Findings About

More information

The B2B Marketing Landscape...2. Why Marketing Automation?...3. Maximize ROI...4. Drive Sales & Accelerate the Funnel...6

The B2B Marketing Landscape...2. Why Marketing Automation?...3. Maximize ROI...4. Drive Sales & Accelerate the Funnel...6 Table of Contents Interested in what marketing automation can do for your marketing and sales teams? Peruse through our CMO Toolkit to get information about the marketing automation capabilities that you

More information

A Kuno Creative ebook. for. Marketing

A Kuno Creative ebook. for. Marketing A Kuno Creative ebook CREATING CONTENT for Marketing Automation Why Content Matters Content is an essential part of any online marketing strategy. Blogs, downloads and video can be used for anything from

More information

WHAT IS LEAD GENERATION?

WHAT IS LEAD GENERATION? wowanalytics WHAT IS LEAD GENERATION? Lead Generation: the beginning... In today s business market, generating new business is becoming increasingly difficult. With attention space scarce, companies need

More information

BASIC LEAD NURTURE SEGMENTATIONS

BASIC LEAD NURTURE SEGMENTATIONS BASIC LEAD NURTURE SEGMENTATIONS WHY DO YOU NEED SEGMENTATION? Segmenting your audience, the act of dividing your leads into definable and actionable parts, is essential to your marketing success particularly

More information

A Business Owner s Guide to: Lead Nurturing

A Business Owner s Guide to: Lead Nurturing A Business Owner s Guide to: Lead Nurturing A Business Owner s Guide to: Lead Nurturing Did you know that when people visit your website, 95% of them are merely conducting research? In fact, only 5% of

More information

10 TIPS FOR ACCELERATING YOUR PIPELINE

10 TIPS FOR ACCELERATING YOUR PIPELINE 10 TIPS FOR ACCELERATING YOUR PIPELINE Accelerate the Funnel The average sales cycle length has increased 22% over the past five years due to more decision makers being involved in the buying process (SiriusDecisions).

More information

Improving Qualified Lead Generation and ROI with Lead Nurturing

Improving Qualified Lead Generation and ROI with Lead Nurturing Improving Qualified Lead Generation and ROI with Lead Nurturing Brian Carroll, Executive Director of Applied Research Kaci Bower, Senior Research Analyst Today, we re going to discuss 1. Key findings from

More information

Lead nurturing is the process of sending automated, scheduled emails to a lead to help move them along through the buying cycle.

Lead nurturing is the process of sending automated, scheduled emails to a lead to help move them along through the buying cycle. Lead nurturing is the process of sending automated, scheduled emails to a lead to help move them along through the buying cycle. Lead nurturing touches the lead after they have left your website. You can

More information

Attract traffic to your website. Convert traffic into leads. Convert leads into customers

Attract traffic to your website. Convert traffic into leads. Convert leads into customers The 4 Step Guideline To Online Marketing Success Intermediate Understanding and Winning with Online Marketing is as Simple as Understanding the Following Four Areas Attract traffic to your website Convert

More information

MARKETING METHODS TO ATTRACT CUSTOMERS

MARKETING METHODS TO ATTRACT CUSTOMERS THE TOP 8 WAYS TO LEVERAGE NEW ONLINE MARKETING METHODS TO ATTRACT CUSTOMERS A PRACTICAL GUIDE TO DIGITAL MARKETING TABLE OF CONTENTS 3 Inbound Methodology 9 Mobile Friendly Website 12 Blog Regularly 17

More information

Super Charge your Sales through Inbound Marketing: A Complete Guide. Gabe Wahhab President - Savvy Panda

Super Charge your Sales through Inbound Marketing: A Complete Guide. Gabe Wahhab President - Savvy Panda Super Charge your Sales through Inbound Marketing: A Complete Guide Gabe Wahhab President - Savvy Panda Nice to Meet You! I m Gabe In My Free Time. Combat Sports In My Free Time. Spoil These Guys In My

More information

Inbound Marketing Report for Anchor Computer Systems. September 2015

Inbound Marketing Report for Anchor Computer Systems. September 2015 Inbound Marketing Report for Anchor Computer Systems September 2015 Introduction First of all, thank you very much for your time on the phone last week. The information we were able to gather will prove

More information

Leveraging Marketing Automation: Positioning Your Healthcare IT Brand as a Trusted Resource in Today's Complex and Crowded Market

Leveraging Marketing Automation: Positioning Your Healthcare IT Brand as a Trusted Resource in Today's Complex and Crowded Market Leveraging Marketing Automation: Positioning Your Healthcare IT Brand as a Trusted Resource in Today's Complex and Crowded Market Guy Mansueto VP of Marketing,Phytel About Guy Mansueto VP of Marketing

More information

New Solutions New Opportunities

New Solutions New Opportunities New Solutions New Opportunities What is Penton Marketing Services Penton Marketing Services offers a full range of content solutions, digital services and lead nurturing and qualifying services that leverage

More information

Paul Mosenson, Founder of NuSpark Marketing

Paul Mosenson, Founder of NuSpark Marketing Paul Mosenson, Founder of NuSpark Marketing For sales and business development people to find and nurture prospects through social media For marketing people to support the sales efforts by providing content,

More information

Inbound Marketing 101

Inbound Marketing 101 Inbound Marketing 101 CONTENTS. 1 WHAT IS INBOUND MARKETING? 2 THE PHILOSOPHY: WHY INBOUND WORKS. 3 THE METHODOLOGY: HOW INBOUND WORKS. 4 THE TOOLS: A PLAYBOOK THAT WORKS. 5 ADDITIONAL RESOURCES. 1 What

More information

Turning Leads Into Quality Sales by Aligning Sales & Marketing. Presented by NuSpark Marketing

Turning Leads Into Quality Sales by Aligning Sales & Marketing. Presented by NuSpark Marketing Turning Leads Into Quality Sales by Aligning Sales & Marketing Presented by NuSpark Marketing Sales & Marketing Fight Bicker, Bicker Let s Unite Less Lead Loss! Better Conversion Rates! Align Your Organization

More information

THE B2B FULL-FUNNEL MARKETER S HANDBOOK

THE B2B FULL-FUNNEL MARKETER S HANDBOOK THE B2B FULL-FUNNEL MARKETER S HANDBOOK Brand Awareness Content Engagement & Education Lead Generation & Sales Conversions The B2B Full-Funnel Marketer s Handbook For business-to-business marketers, the

More information

The Marketing Automation Value Guide. Transforming Your Business with Pardot, B2B Marketing Automation by Salesforce

The Marketing Automation Value Guide. Transforming Your Business with Pardot, B2B Marketing Automation by Salesforce The Marketing Automation Value Guide Transforming Your Business with Pardot, B2B Marketing Automation by Salesforce Building a Business Case for Marketing Automation A quarter of all B2B Fortune 500 companies

More information

All statistics mentioned in this report were taken from the 2014 survey unless otherwise noted.

All statistics mentioned in this report were taken from the 2014 survey unless otherwise noted. About this Report In May 2014, Bizo, in association with Oracle Marketing Cloud, surveyed more than 500 business executives about their companies lead nurturing challenges and strategies. The survey revealed

More information

Data Driven Marketing

Data Driven Marketing Data Driven Marketing B2B MARKETING AUTOMATION BENCHMARKS FIND. NURTURE. CONVERT. The most challenging obstacles to B2B Marketing Automation success and how marketers will overcome them in the year ahead.

More information

Inbound Marketing Methodology

Inbound Marketing Methodology White Paper Inbound Marketing Methodology The best way to turn strangers into customers and promoters of your business. The proven methodology for the digital age Since 2006 inbound marketing has been

More information

Measuring the Effectiveness of Your Content Marketing

Measuring the Effectiveness of Your Content Marketing Measuring the Effectiveness of Your Content Marketing 1 Measuring the Effectiveness of Your Content Marketing A 5-Step Process to Prove Value and Grow Your Business Measuring the Effectiveness of Your

More information

EMAIL MARKETING TRENDS B2B BENCHMARKS FOR 2015

EMAIL MARKETING TRENDS B2B BENCHMARKS FOR 2015 EMAIL MARKETING TRENDS B2B BENCHMARKS FOR 2015 FIND. NURTURE. CONVERT. Research Conducted by Ascend2 in Partnership with Dun & Bradstreet NetProspex OVERCOMING THE MOST CHALLENGING OBSTACLE TO EMAIL SUCCESS.

More information

Marketing Report. 2013 survey results. Yesler Software Shortlist Maximizer Hanley Wood. Sponsored by

Marketing Report. 2013 survey results. Yesler Software Shortlist Maximizer Hanley Wood. Sponsored by Marketing Report 2013 survey results Sponsored by Yesler Software Shortlist Maximizer Hanley Wood Introduction B2B buyer behavior has been changing dramatically over the last few years as buyers become

More information

HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING

HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING advanced THE 3-STEP MARKETING AUDIT: HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING Learn How To Find Valuable Insights About Your Lead Conversion Experience By Running a HubSpot Customer Audit A

More information

HOW TO MARKET A TECHNOLOGY BUSINESS.

HOW TO MARKET A TECHNOLOGY BUSINESS. HOW TO MARKET A TECHNOLOGY BUSINESS. An Incisive Edge publication CONTENTS. INTRODUCTION. HOW TO MARKET A TECHNOLOGY BUSINESS INTRODUCTION The UK Technology Sector According to KPMG, the UK technology

More information

Inbound Marketing ebook for Managed Service Providers

Inbound Marketing ebook for Managed Service Providers Inbound Marketing ebook for Managed Service Providers Guide to Leverage Inbound Marketing to Generate Leads and Grow Your Revenue! Published by: Inbound Marketing ebook for Managed Service Providers Author:

More information

3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING

3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING 3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING 2 2011 by Mark Mathson This work is licensed under the Creative Commons Attribution 3.0 United States License. Please feel welcome to share

More information

Five Steps to Inbound Marketing Bliss. Presented by

Five Steps to Inbound Marketing Bliss. Presented by Presented by In this ebook, we will walk you through the five-step process of running a holistic inbound marketing campaign. If you want to generate more leads and sales, keep reading! Step 1: Develop

More information

IS YOUR WEBSITE LEAKING LEADS?

IS YOUR WEBSITE LEAKING LEADS? GETSMARTCONTENT ACCOUNT BASED MARKETING IS YOUR WEBSITE LEAKING LEADS? Always Relevant Marketing Catches Missed Opportunities to Connect www.getsmartcontent.com I. THE DREAM OF THE MARKETER It s the dream

More information

Leading the Way: What You Need to Generate Leads

Leading the Way: What You Need to Generate Leads Leading the Way: What You Need to Generate Leads Looking online will reveal where one third of US consumers spend at least 3 hours every day.1 Additionally, more than three fourths of all US adults are

More information

The Ultimate Guide to B2B Lead Nurturing

The Ultimate Guide to B2B Lead Nurturing The Ultimate Guide to B2B Lead Nurturing What is Lead Nurturing? Your current database is a goldmine. By focusing on the leads you already have, you have the potential to apply the kind of strategies that

More information

USING SOCIAL MEDIA EFFECTIVELY TO MAKE

USING SOCIAL MEDIA EFFECTIVELY TO MAKE [Type text] 3/23/2012 HMI USING SOCIAL MEDIA EFFECTIVELY TO MAKE THE MOST OF YOUR FARM BUSINESS Contents What Is Inbound Marketing?... 2 Part I: Introduction to Inbound Marketing... 3 Part II: Get Found

More information

an Introduction to Dynamic Content DYNAMIC How to Make Content Adapt to Each Individual Viewer publication of Share This Ebook! www.hubspot.

an Introduction to Dynamic Content DYNAMIC How to Make Content Adapt to Each Individual Viewer publication of Share This Ebook! www.hubspot. 1 an INTRODUCTION TO using DYNAMIC CONTENT in marketing y A How to Make Content Adapt to Each Individual Viewer publication of 2 IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you?

More information

B2B EMAIL MARKETING 6 STEPS TO BETTER 6 STEPS TO B2B EMAIL MARKETING SUCCESS. Phone: (+1) 718 303 1864. www.mailigen.com

B2B EMAIL MARKETING 6 STEPS TO BETTER 6 STEPS TO B2B EMAIL MARKETING SUCCESS. Phone: (+1) 718 303 1864. www.mailigen.com 6 STEPS TO B2B EMAIL MARKETING SUCCESS 6 STEPS TO BETTER 1 B2B EMAIL MARKETING Mailigen Email Marketing Solutions Phone: (+1) 718 303 1864 www.mailigen.com 2 60% of marketers believe email marketing produces

More information

Inbound Marketing White Paper: What Every CEO/CMO/CFO Should Know. By Cary Baskin Managing Partner The Marketing Department Malvern, PA

Inbound Marketing White Paper: What Every CEO/CMO/CFO Should Know. By Cary Baskin Managing Partner The Marketing Department Malvern, PA Inbound Marketing White Paper: What Every CEO/CMO/CFO Should Know By Cary Baskin Managing Partner The Marketing Department Malvern, PA Copyright, November 2013, The Marketing Department, Malvern, PA. All

More information

Top 5 Keys to Generating Leads On Your Website

Top 5 Keys to Generating Leads On Your Website Top 5 Keys to Generating Leads On Your Website Top 5 Keys to Generating Leads On Your Website Online marketing is not a new concept. Businesses have long been integrating online advertising tactics into

More information

LEAD GENERATION TREND REPORT

LEAD GENERATION TREND REPORT table of CoNteNtS LEAD GENERATION TREND REPORT Introduction Key survey findings Lead Generation Priorities Lead Generation Challenges Lead Generation Effectiveness Effective Tactics Barriers to Success

More information

Marketing Automation User; 2010 marketing review notes and 2011 plans

Marketing Automation User; 2010 marketing review notes and 2011 plans Marketing Automation User; 2010 marketing review notes and 2011 plans Each December we ask our marketing customers if they would like to participate in a short, informal yearend review. The scope of the

More information

Supercharge Your Demand Generation with Marketing Automation:

Supercharge Your Demand Generation with Marketing Automation: Supercharge Your Demand Generation with : The Power of Knowing Your Buyer and Your Buyer Knowing You Sue Hay, CEO, BeWhys Marketing, Inc. Cari Baldwin CEO, Bluebird Strategies The days of spray and pray

More information

Data Driven Marketing

Data Driven Marketing Data Driven Marketing B2B INBOUND MARKETING BENCHMARKS STRATEGY. AGILITY. PERSISTENCE. How B2B marketers will achieve Inbound Marketing success in 2015. Client Connection Research TM conducted by Ascend2

More information

Online Marketing Strategy and Tactics to Drive Volunteer Recruitment and Awareness

Online Marketing Strategy and Tactics to Drive Volunteer Recruitment and Awareness Online Marketing Strategy and Tactics to Drive Volunteer Recruitment and Awareness 2015 Texas CASA Conference San Marcos, Texas November 6, 2015 43 Applicants 26 Advocates October 2014 September 2015 1

More information

Mastering Digital Marketing Using the Digital Space to Turn Your Club Into a Sales & Marketing Machine

Mastering Digital Marketing Using the Digital Space to Turn Your Club Into a Sales & Marketing Machine Mastering Digital Marketing Using the Digital Space to Turn Your Club Into a Sales & Marketing Machine The Truth No what your service model is, you need a retail approach to sales and marketing. Before

More information

GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE. How to make online lead generation work for your business. Firstbase

GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE. How to make online lead generation work for your business. Firstbase GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE How to make online lead generation work for your business Firstbase INTRODUCTION INTRODUCTION In today s digital world, online lead generation

More information

WEB ANALYTICS Where to Begin

WEB ANALYTICS Where to Begin WEB ANALYTICS Where to Begin e-book SPOILER ALERT! People love the Internet. A lot. In fact, 92% of online adults rely on search engines when looking for information 1. That means your audience s first

More information

Solving the Challenge of Lead Management Automation

Solving the Challenge of Lead Management Automation WHITE PAPER Solving the Challenge of Lead Management Automation How We Did It and What We Learned Table of Contents Background... 1 Business Challenges... 2 Adapting to Digital Marketing... 2 Developing

More information

Essential. Guide to Inbound Marketing. For Business Owners & Executives. The

Essential. Guide to Inbound Marketing. For Business Owners & Executives. The The Essential Guide to Inbound Marketing For Business Owners & Executives a g u i d e f o r i n c r e a s i n g r e v e n u e a n d g e n e r a t i n g i n b o u n d m a r k e t i n g l e a d s f a s t

More information

ROI of Marketing Automation a comprehensive look at how marketing automation delivers exceptional return on investment for users

ROI of Marketing Automation a comprehensive look at how marketing automation delivers exceptional return on investment for users ROI of Marketing Automation a comprehensive look at how marketing automation delivers exceptional return on investment for users one CHAPTER ONE The FYI on ROI Of the newest breed of marketing tools, marketing

More information

A collection of by-the-numbers facts that every sales and marketing professional needs to know

A collection of by-the-numbers facts that every sales and marketing professional needs to know SALESSTAFF A collection of by-the-numbers facts that every sales and marketing professional needs to know TABLE OF CONTENTS Email Marketing Social Media Facebook Twitter LinkedIn SEO Content Marketing

More information

CRM Marketing Automation Buyers Guide

CRM Marketing Automation Buyers Guide 2 CRM gn n i io t e at k ar om M ut A Buyers Guide CHAPTER 1 Introduction M Contacts e Process The term CRM (Customer Relationship Management) has long been used in the enterprise world, but is becoming

More information

How Can I Sculpt a Plan to Start Inbound Marketing

How Can I Sculpt a Plan to Start Inbound Marketing How Can I Sculpt a Plan to Start Inbound Marketing An Effective Marketing Method for Doing Business Online By Courtney McElroy, CEO Marketing Force 1 How Can I Sculpt a Plan to Start Inbound Marketing

More information

STOPPING THE MADNESS. Stop It! and Re-ignite the Sales Team

STOPPING THE MADNESS. Stop It! and Re-ignite the Sales Team STOPPING THE MADNESS On Average: Only 27% of Sales Leads Get Acted On - Sales People Don t Trust the Process Only 21% Those Convert - They re Talking to the Wrong People Yet Only 18% of Time is Spent Selling

More information

White paper. 7 key steps to a great sales pipeline. your technology, expertly marketed

White paper. 7 key steps to a great sales pipeline. your technology, expertly marketed White paper 7 key steps to a great sales pipeline The efficiency of your sales pipeline is the key to your delivery of new business. Take these 7 steps and you are guaranteed to be on the right path to

More information

B2B Content Marketing Playbook

B2B Content Marketing Playbook B2B Content Marketing Playbook B2B Content Marketing Playbook This white paper will outline a series of factors that are the backbone of a successful B2B Content Marketing strategy, addressing not only

More information

8 Ways to Generate More Leads From Online Marketing

8 Ways to Generate More Leads From Online Marketing 8 Ways to Generate More Leads From Online Marketing Contents Introduction 3 1. Optimise your SEO 4 2. Increase your IP targeting 4 3. Increase your social media presence 5 4. Web Presence 6 Landing pages:

More information

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool.

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool. MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO Everything you need to know to create the ultimate sales and marketing tool. Table of Contents Introduction...3 Chapter 1: What Is Marketing Automation?...4

More information

A Guide to Marketing Automation

A Guide to Marketing Automation A Guide to Marketing Automation How Has B2B Marketing Changed? B2B marketing has undergone a significant shift in recent years. Buyers are able to take more control of the buying process by undertaking

More information

Got CRM? WHY YOU NEED MARKETING AUTOMATION, TOO. AN ACT-ON ebook

Got CRM? WHY YOU NEED MARKETING AUTOMATION, TOO. AN ACT-ON ebook Got CRM? WHY YOU NEED MARKETING AUTOMATION, TOO AN ACT-ON ebook MARKETING AUTOMATION IS THE MARKETING COUNTERPART TO YOUR CRM SALES SYSTEM. CRM SUPPORTS SALES... Your established customer relationship

More information

CLOSED-LOOP REPORTING

CLOSED-LOOP REPORTING 1 CLOSED-LOOP REPORTING MODASSIC MARKETING 2 CONTENTS HOW CLOSED LOOP MARKETING WORKS 8 WHAT YOU NEED TO SET UP CLOSED-LOOP MARKETING 19 BECOME A BETTER MARKETER BY CLOSING THE LOOP 25 HOW TO FIX A BROKEN

More information

Inbound Marketing The ultimate guide

Inbound Marketing The ultimate guide Inbound Marketing The ultimate guide La Casita Del Cuco.EBOOK Inbound Marketing - The ultimate guide Version _ 02 Date _ September 2015 Introduction Inbound Marketing is a marketing philosophy which has

More information

T I G 8. www.wolfinteractive.co

T I G 8. www.wolfinteractive.co Marketing Success M A R K E T I N G 8 S U C C E S S S T E P S Marketing is a massively different prospect today and online marketing is even more so. How can your company compete in an online marketplace

More information

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved Table of Contents Introduction: Gathering Website Intelligence 1 Customize Your System for Your Organization s Needs 2 CRM, Website Analytics and Email Integration 3 Action Checklist: Increase the Effectiveness

More information

$97 SPECIAL REPORT. CMO Perspective on B2B Marketing Automation. Strategies for Automating the Marketing-Sales Pipline

$97 SPECIAL REPORT. CMO Perspective on B2B Marketing Automation. Strategies for Automating the Marketing-Sales Pipline $97 SPECIAL REPORT CMO Perspective on B2B Marketing Automation Strategies for Automating the Marketing-Sales Pipline MarketingSherpa Special Report CMO Perspectives on B2B Marketing Automation Special

More information

Marketing Automation RFP and Planning Guide

Marketing Automation RFP and Planning Guide Marketing Automation RFP and Planning Guide A Publication of 2 An RFP should help your company identify the right partner to support your marketing goals for many years to come. Finding the right marketing

More information

3 Building Blocks for Demand Generation

3 Building Blocks for Demand Generation Demand Gen Coach 3 Building Blocks for Demand Generation Presented by Jay Hidalgo, Demand Gen Coach November 14, 2013 Agenda About Demand Gen Coach The State of Demand Generation Today Overview of the

More information

LEAD NURTURING STRATEGY WHITE PAPER. November 2013

LEAD NURTURING STRATEGY WHITE PAPER. November 2013 LEAD NURTURING STRATEGY WHITE PAPER November 2013 TABLE OF CONTENTS 1. EXECUTIVE SUMMARY 2. INTRODUCTION 3. WHAT IS LEAD NURTURING? 4. OUTLINING AN EFFICIENT LEAD NURTURING STRATEGY 4.1. BUYER PERSONA

More information

BUILDING A HOLISTIC MARKETING STRATEGY

BUILDING A HOLISTIC MARKETING STRATEGY Introduction To Integrated Marketing: BUILDING A HOLISTIC MARKETING STRATEGY Email Social Media Online Events Blogs Web S ite Intelligence Landing Pages Integrated Analytics Many B2B marketers invest fortunes

More information

AN INTRODUCTION TO LEAD GENERATION.

AN INTRODUCTION TO LEAD GENERATION. AN INTRODUCTION TO LEAD GENERATION. A beginner s guide to converting website visitors into inbound leads for your business. A publication of 2 CONTENTS. 04 05 Introduction Defining a Lead 09 Qualifying

More information

According to Google chairman Eric Schmidt, There was 5 exabytes of

According to Google chairman Eric Schmidt, There was 5 exabytes of Chapter 1 Beginning Your Lead Generation Journey In This Chapter Getting started with lead generation Understanding the changing landscape of the marketer and buyer Amplifying your marketing with lead

More information

Inbound Marketing: Best Practices

Inbound Marketing: Best Practices 423-797-6388 www.nektur.com mgmt@nektur.com Inbound Marketing: Best Practices We believe in empowering brands with the tools to achieve sustainable growth. Outline 1. 10 Suprising Facts 2. Email Marketing

More information

A Kuno Creative ebook LEAN DIGITAL MARKETING

A Kuno Creative ebook LEAN DIGITAL MARKETING A Kuno Creative ebook LEAN DIGITAL MARKETING Lean Digital Marketing Lean processes involve continuous improvement, or kaizen, to operate more efficiently and to instill a sense of ownership by all of the

More information

HOW TO OPTIMIZE your LEAD GENERATION STRATEGY

HOW TO OPTIMIZE your LEAD GENERATION STRATEGY HOW TO OPTIMIZE your LEAD GENERATION STRATEGY HOW TO OPTIMIZE your LEAD GENERATION STRATEGY TABLE OF CONTENTS Introduction 2 PART ONE: Creating Content to Generate Leads 3 Optimizing Landing Pages to Increase

More information

MASSIVE Differences to Sales Revenues in their Specific Markets GUARANTEED!

MASSIVE Differences to Sales Revenues in their Specific Markets GUARANTEED! Helping Successful Medium Sized Businesses to Develop Online Lead Generation Strategies that will make MASSIVE Differences to Sales Revenues in their Specific Markets GUARANTEED! Created By Richard Ingram

More information

Lead Generation. An Introduction to. How to Use the Internet to Drive Leads and Revenue. A publication of. Share This Ebook!

Lead Generation. An Introduction to. How to Use the Internet to Drive Leads and Revenue. A publication of. Share This Ebook! 1 An Introduction to Lead Generation How to Use the Internet to Drive Leads and Revenue A publication of 2 IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description

More information

The Nine Essential Nurtures Every Business Should Use MARKETING IN HD

The Nine Essential Nurtures Every Business Should Use MARKETING IN HD 9 ADVANCED LEAD NURTURING: The Nine Essential Nurtures Every Business Should Use MARKETING IN HD EXECUTIVE SUMMARY ADVANCED LEAD NURTURING: THE NINE ESSENTIAL NURTURES EVERY BUSINESS SHOULD USE Today s

More information

Email Marketing Automation and Analytics. Are You Getting the Most out of your Website? Asheville Chamber of Commerce Nov 11, 2014

Email Marketing Automation and Analytics. Are You Getting the Most out of your Website? Asheville Chamber of Commerce Nov 11, 2014 Email Marketing Automation and Analytics Are You Getting the Most out of your Website? Asheville Chamber of Commerce Nov 11, 2014 Overview Marketing Funnel Objectives of Online Marketing Free Analytics

More information

THE 10 Ways that Digital Marketing + Big Data =

THE 10 Ways that Digital Marketing + Big Data = 1 Ways that Digital Marketing + Big Data = Sales Productivity The best global companies are transforming the way they market and sell. Here s how! Evolves into Digital TOP 10 about us MarketBridge is a

More information

8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS. Brought to you by Geary LSF and Orbital Informatics

8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS. Brought to you by Geary LSF and Orbital Informatics 8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS Brought to you by Geary LSF and Orbital Informatics TABLE OF CONTENTS 3 5 7 8 9 10 11 12 13 14 15 Introduction 8 Tips for Google Analytics Don t let Google

More information

HOW TO TURN A. Single E-Book Into a 101+ Piece Content Marketing Machine

HOW TO TURN A. Single E-Book Into a 101+ Piece Content Marketing Machine HOW TO TURN A Single E-Book Into a 0+ Piece Content Marketing Machine Table of Contents! Introduction. Blogs 2. Audio & Video 3. Promotion 4. Social Media 5. Branding 6. Visual Content 7. Additional Content

More information

CREATE A PERFORMING MARKETING AUTOMATION PLATFORM

CREATE A PERFORMING MARKETING AUTOMATION PLATFORM CREATE A PERFORMING MARKETING AUTOMATION PLATFORM Marketing Automation: Why the technology is growing Marketing automation software is, by definition, a suite of technologies that allows you to streamline,

More information

CREATE A MARKETING PLAN

CREATE A MARKETING PLAN CREATE A MARKETING PLAN IN 10 EASY STEPS WORKING OUT A PLAN Building a marketing plan is a lot like the first time you go to a gym. There s some apprehension, some indecision, and as a whole you may not

More information

A KUNO CREATIVE EBOOK. How to Get Started with MARKETING AUTOMATION

A KUNO CREATIVE EBOOK. How to Get Started with MARKETING AUTOMATION A KUNO CREATIVE EBOOK How to Get Started with MARKETING AUTOMATION So you have a database of a few thousand contacts. Every month you send those contacts a nice email newsletter with little bits of information

More information

The ROI of Customer Acquisition: Aligning Marketing & Sales

The ROI of Customer Acquisition: Aligning Marketing & Sales The ROI of Customer Acquisition: Aligning Marketing & Sales Table of Contents Best Practice #1: Build and implement ongoing email lead nurturing programs. Best Practice #2: Leverage inbound tactics to

More information

5 STEPS to INCREASE WEBSITE LEADS. An Introduction to Inbound Marketing. a product of the minds @

5 STEPS to INCREASE WEBSITE LEADS. An Introduction to Inbound Marketing. a product of the minds @ 5 STEPS to INCREASE WEBSITE LEADS An Introduction to Inbound Marketing a product of the minds @ Five Steps to Increase Website Leads Introduction Inbound Marketing isn t a fad - it s a proven strategy.

More information

10 Steps to Turn Your Website Redesign into an Inbound Marketing Machine

10 Steps to Turn Your Website Redesign into an Inbound Marketing Machine x _ 10 Steps to Turn Your Website Redesign into an Inbound Marketing Machine Introduction It happens to all organizations. One day you wake up and notice that your company s website needs a major refresh.

More information

FACT SHEET. 25 Marketing Automation Facts for B2B Technology Companies

FACT SHEET. 25 Marketing Automation Facts for B2B Technology Companies FACT SHEET 25 Marketing Automation Facts for B2B Technology Companies 25 MARKETING AUTOMATION FACTS FOR B2B TECHNOLOGY COMPANIES With more and more B2B companies adopting marketing automation software,

More information

GETTING MORE RAIN FROM YOUR RAINMAKERS WHY INVESTING IN YOUR HIGEST PERFORMING SALES STARS IS THE SMARTER CHOICE FOR GROWING REVENUES

GETTING MORE RAIN FROM YOUR RAINMAKERS WHY INVESTING IN YOUR HIGEST PERFORMING SALES STARS IS THE SMARTER CHOICE FOR GROWING REVENUES GETTING MORE RAIN FROM YOUR RAINMAKERS WHY INVESTING IN YOUR HIGEST PERFORMING SALES STARS IS THE SMARTER CHOICE FOR GROWING REVENUES EXECUTIVE SUMMARY We ve all been there -- your sales team is down one

More information

Inbound Marketing Overview. January 26, 2015 BEC 382

Inbound Marketing Overview. January 26, 2015 BEC 382 Inbound Marketing Overview January 26, 2015 BEC 382 Past Week Presented Marketing Plan to Nonprofit Interviews for Fund Raising Campaign Pitched Robotics Firm Met with University admissions Met with two

More information

AN INTRODUCTION TO LEAD GENERATION.

AN INTRODUCTION TO LEAD GENERATION. INTRODUCTORY AN INTRODUCTION TO LEAD GENERATION. A beginner s guide to converting website visitors into inbound leads for your business. A publication of 2 IS THIS BOOK RIGHT FOR ME? Not quite sure if

More information

CONTENT MARKETING FOR B2B SOFTWARE COMPANIES CONTENT MARKETING FOR B2B SOFTWARE COMPANIES

CONTENT MARKETING FOR B2B SOFTWARE COMPANIES CONTENT MARKETING FOR B2B SOFTWARE COMPANIES CONTENT MARKETING FOR B2B SOFTWARE COMPANIES 1 INTRODUCTION If you re a B2B software company trying to grow, you must find effective ways to build brand awareness, connect with customers and prospects,

More information

Lead Scoring for Success. A practical guide to achieving better results with lead scoring

Lead Scoring for Success. A practical guide to achieving better results with lead scoring Lead Scoring for Success A practical guide to achieving better results with lead scoring Lead Scoring The Growing Need for Lead Scoring The Growing Need for Lead Scoring A company s website is still one

More information

Winning with BIG DATA Drive Marketing ROI across all Channels & Campaigns

Winning with BIG DATA Drive Marketing ROI across all Channels & Campaigns Winning with BIG DATA Drive Marketing ROI across all Channels & Campaigns @tkahlow @BOLoptimized Why Big Data? Why now? /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

More information

How to Get Started with Email Marketing

How to Get Started with Email Marketing How to Get Started with Email Marketing What is email marketing? It s a form of direct communication with contacts and an essential component of any online marketing strategy. What is email marketing not?

More information

How to Plan Your Content with Purpose and Ease

How to Plan Your Content with Purpose and Ease A PRACTICAL GUIDE to BUILDING A KILLER CONTENT STRATEGY How to Plan Your Content with Purpose and Ease A publication of a practical guide to building a killer content strategy Sarah Goliger manages Paid

More information

Five Ways to Turn Your Website into a Powerhouse Lead Generation Machine

Five Ways to Turn Your Website into a Powerhouse Lead Generation Machine Five Ways to Turn Your Website into a Powerhouse Lead Generation Machine And the Most Common Mistakes Marketers Make When They Try By Kristina Stiffler 614-870-0988 kstiffler@commercialwritingsolutions.com

More information

MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation

MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation Chapter 2: Lead Generation - overview Introduction...3 The Modern Marketer...4 Lead Generation basics...5 Modern Marketing

More information

20 tried and tested tips to help you generate more leads

20 tried and tested tips to help you generate more leads e-book Series: Business growth 20 tried and tested tips to help you generate more leads page 1 Introduction 1 2 3 4 5 How to make your offers irresistible How to use your CTAs to grab people s attention

More information