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

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

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

Transcription

1 Survey of CPA Firm Best Lead Generation Practices Executive Summary Sponsored by:

2 Table of Contents Acknowledgements... 3 Introduction... 4 Insights From the Field: Key Research Findings About Lead Generation... 5 What Are Firms Finding To Be Effective For Lead Generation?... 6 How Firm Culture Affects Lead Generation What About Infrastructure and Technology For Lead Generation? What Will Firms Do With Their Budgets For Lead Generation? What Are The Top Challenges To Lead Generation Faced By Firms? Do Managing Partners and Marketers Agree? Conclusions Additional Resources About Vitberg LLC Executive Summary 2

3 Acknowledgements Vitberg LLC would like to acknowledge and thank BizActions PDI Global Thomson Reuters and the Association for Accounting Marketing for their assistance and support for this survey. Their generosity in recruiting respondents was invaluable. We d also like to give a special thanks to Brenda Sleeper and Rebecca Fieler from Thomson Reuters for providing their insights and observations on the survey results. Managing Partner Owner Admin Executive (CFO, COO) Partner Type of Respondent 15% 7% 15% 16% Marketing Executive (CMO, Director) 3% Marketing Staff (Mgr, Coord, Asst) 36% 10% Other Overview of respondents In total, over 150 firms of all sizes responded to this initial survey a number that we feel is an indication of how important lead generation is for accounting firms. Respondents reflected a mixture of different job titles and responsibilities. Type of Firm >$75 million $50 - $75 million Responses by Firm Size 7% 3% 7% Other Tax/Bookkeeping 1.4% 3.4% $25 - $49 million $10 - $25 million 52% 16% Law Consulting (any type) 2.1% 3.4% $5-9 million CPA Firm (licensed) 89.0% <$5 million 15% A/E/C 0.7% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Executive Summary 3

4 Introduction We were curious, so we knew that a survey about the lead generation practices of CPA firms was in order. It seemed that everywhere we looked, marketers and consultants (including us) were talking about the shift of marketing strategies and tactics towards online and inbound marketing. At the heart of this shift all of the discussions seemed to be focused on the growing role of content marketing and lead generation. We wanted to find out if this shift is really happening (spoiler alert: it is, but it s still early), and we wanted to go a little deeper and investigate things like: What tactics firms were using to generate leads and which they considered to be most and least effective The types and popularity of different types of offers firms were using How they were reaching eyeballs to promote their offers, and what they found to be most and least effective Then, we took a look at the differences in results between firms that considered themselves to be aggressive and progressive marketers versus those that are, shall we say, more conservative. There s a few wake up calls in the data that more conservative firms need to think about if they re looking for more leads and more return on their investment in marketing. And because we like to stir the pot from time to time, we looked at lead generation from managing partner versus marketing director perspectives. There are a lot of areas of agreement, but we saw a few major disconnects. Really, really big disconnects that deserve attention and discussion. What did we find? 1:1 marketing referrals and networking is still the main way that CPA firms get leads, but online lead generation strategies and tactics are getting more and more attention and budget. The type of infrastructure and marketing technology firms were using in their lead generation activities What firm budget plans are for 2014 in regard to lead generation Moving on to the Executive Summary But our curiosity didn t stop there so we took a few deeper dives. First, we looked at our results through the filter of firm sizes. This Executive Summary reports overall findings, but if you re curious about how results benchmark to your size firms, click here. Executive Summary 4

5 INSIGHTS FROM THE FIELD: KEY RESEARCH FINDINGS ABOUT LEAD GENERATION Research shows that 35-50% of sales go to the vendor that responds first. (Source: InsideSales.com) More than a quarter of all B2B sales cycles take seven months or more to close. (Source: Harvard University and Gallup) 90% of business buyers say when they re ready to buy, they ll find you. (Source: DemandGen Report) 50% of marketing leads are qualified but not yet ready to buy. (Source: Gleanster Research) 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa) 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (Source: MarketingSherpa) Just 56% of B2B organizations verify valid business leads before they are passed to Sales. (Source: MarketingSherpa) Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Source: DemandGen Report) Just 16% of B2B marketers are producing mobile-specific content as part of their content marketing efforts. (Source: Smart Insights) 64% of marketers indicate that is their most important digital marketing tool. (Source: BtoB Magazine) Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research) Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. (Source: CSO Insights) More than two thirds (68%) of companies report struggling with lead generation. (Source: Lattice Engines/CSO Insights) Only 27% of B2B leads are sales-ready when first generated. (Source: MarketingSherpa) Only 25% of leads are legitimate and should advance to sales. (Source: Gleanster Research) 57% of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel priority. (Source: MarketingSherpa) Only 19% of CMOs identify improving database hygiene as a top strategic priority for lead generation activity. (Source: MarketingSherpa) 17% of marketers spend 15+ hours a week on lead generation. (Source: Marketing Charts) 57% of B2B marketers say SEO has the biggest impact on their lead generation goals. (Source: Mindjumpers) 49% of B2B marketers confess to not measuring ROI. (Source: The B2B Barometer) 93% of business buyers use search to begin the buying process. (Source: Marketo) Executive Summary 5

6 What Are Firms Finding To Be Effective For Lead Generation? Types of offers. Tactics. Promotions. It should come as no surprise that 1:1 marketing (referrals and networking) is and will be the cornerstone of lead generation for accounting and other professional services firms. However, 1:1 marketing needs to be complemented by online and other strategies and tactics in order to have a well-rounded, integrated lead generation program. With the way that your clients and prospects are using the web and their mobile devices to get information and find solutions to problems, you don t want to be one-dimensional or depend upon that next round of golf to get your next piece of new business. Some troubling news: your competitors are on the move and on the attack. You ll see results in this section that show that there s a pretty wide variety of lead generation tools and techniques that are at play and working hard to separate you from your clients. Once you get past leads generated through referrals, pared down to its bare essentials, lead generation consists of three elements: why someone should engage with your firm (offer), how to get leads (tactics), and what to do to reach eyeballs and showcase the offer (promotion). Example of Offer Example of Tactic Example of Promotion Executive Summary 6

7 What kinds of offers do firms consider to be effective? Offers are the lifeblood of online lead generation. In an accounting firm environment, they re generally used to package thought leadership and in order to get a lead, are tucked behind a form requiring contact information prior to redemption. Content based offers seminars, articles, etc. are thought to be the most effective types of offers, especially among larger firms (>$25 million). Resource-intensive offers like ebooks, webinars and video are among the least used types of lead generation offers. The more Aggressive/Progressive firms tend to favor content (seminars and articles) and free consultations as the most effective offers. How effective are the types of offers used in your marketing tactics at generating leads? Very effective Effective Somewhat effective Ineffective Don't use Articles 8% 19% 30% 10% 33% ebook 1% 3% 6% 2% 88% Fee discounts 2% 6% 15% 10% 67% Free consultation/assessment/analysis 4% 23% 33% 10% 30% Newsletter subscription 1% 11% 41% 19% 28% Promotional item 1% 4% 29% 23% 43% Seminars 9% 21% 34% 5% 32% Video 2% 6% 11% 8% 74% Webinars 6% 8% 14% 3% 69% Whitepapers 3% 10% 22% 5% 59% Other 0% 1% 2% 0% 97% Executive Summary 7

8 What kinds of lead generation tactics do firms consider to be effective? There s a wide variety of tactics firms are using to reach prospects with their offers that have varying degrees of effectiveness. Firms that are concerned about how and where to allocate budget for lead generation might capitalize upon the results found by the survey. It s no surprise that networking and referrals are considered to be the very top tactic for lead generation, but as you can see, it s not the only tool in the kit. Beyond this tactic, firms say that doing meet and greets, and participating in trade associations are the most effective ways to generate leads. This is a pretty strong indicator that allocating budget, time and resources to these ends should be an important key to getting a favorable return on investment from the marketing spend. It s important to note that the most aggressive and progressive firms rank content marketing among the very top tactics (are you starting to see a pattern here?). On the other end of the scale, participating in civic organizations, sponsorships, and surprisingly, company websites, were considered to be the least effective tactics for lead generation. Also, traditional marketing tactics like paid advertising, telemarketing, direct mail, and trade shows did not fare well on the list of lead generation tactics. How effective are the types of offers used in your marketing tactics at generating leads? Very effective Effective Somewhat effective Ineffective Don't use Blogs 3% 7% 21% 10% 59% Cold calling (in-house) 1% 3% 22% 17% 58% Company website 11% 24% 49% 14% 3% Content marketing 11% 29% 33% 6% 21% Dedicated business developers 12% 19% 11% 1% 56% Direct mail 0% 13% 34% 17% 36% Electronic newsletter 5% 24% 43% 13% 15% 6% 23% 51% 8% 13% Meet/Greet 15% 37% 33% 4% 12% Mobile marketing 1% 3% 11% 6% 78% Networking/Referrals 50% 35% 13% 1% 2% Online video 3% 6% 16% 6% 70% Paid advertising (print/radio/tv/etc) 0% 6% 28% 20% 45% Participation in civic organizations 10% 25% 44% 16% 6% Participation in industry orgs 18% 35% 25% 6% 15% Pay per click ads 3% 5% 9% 9% 74% Public relations 6% 21% 29% 13% 32% Search marketing (SEO) 7% 16% 29% 4% 44% Seminars 15% 24% 33% 4% 24% Social media 4% 13% 37% 17% 28% Speaking engagements 17% 26% 35% 4% 19% Sponsorships 4% 13% 34% 27% 22% Telemarketing (outsourced) 1% 5% 9% 11% 75% Tradeshows 4% 8% 24% 11% 53% Webinars 8% 10% 13% 1% 68% Executive Summary 8

9 Why are the survey findings about websites so surprising? Because in many other types of B2B firms, websites are becoming the hub of company marketing efforts. Instead of just being online brochures, they re being designed for the primary purpose of lead acquisition. The lesson: Get your visitor to ask for an offer so you don t let eyeballs bounce off your website. What do Aggressive/Progressive firms find effective for lead generation? Top 3 tactics: Networking/referrals Participating in trade organizations Content marketing? Top 3 types of offers: Attend this seminar Get this article Free consultation Top 3 ways they promote offers: On the website enewsletter LinkedIn Executive Summary 9

10 How are firms promoting offers and driving lead acquisition? Unless you get an eyeball on an offer, all the time, energy, intellectual and other capital you re firm invest in lead generation will be for naught. In today s world of inbound marketing, firms will typically use a call to action button to drive an eyeball to a landing page on the website where they get converted to a lead once they submit contact information on a form. When it comes to promoting offers, social media does not fare very well. While the survey did not investigate why social media is considered to be ineffective for lead generation, one suspect may be that the typical prospect for a firm isn t quite as engaged with social media as firm marketers wish they might be. Does this mean that firms should stop their social media efforts? NO! It means that when considering budget and allocation of resources, there may be other, more effective tactics which deserve priority funding. Or, it could mean that budget time and resources need to be shifted from old and creaky tactics that just don t work very well any more. Things like paid advertising, direct mail, and telemarketing that once played a front and center role in firm marketing are now considered by firms to be among the least effective ways to get an eyeball on an offer. How effective are the following tactics your firm uses to promote offers? Very effective Effective Somewhat effective Ineffective Don't use Banner ads 1% 2% 11% 16% 70% Direct mail 1% 8% 34% 15% 41% 3% 22% 44% 4% 26% enewsletter 5% 23% 35% 9% 28% Facebook 1% 5% 21% 26% 48% Google Adwords 3% 4% 15% 9% 68% LinkedIn 3% 18% 34% 17% 28% On the website 6% 23% 34% 8% 29% Paid advertising 1% 6% 21% 13% 59% Social media ads 0% 2% 13% 5% 80% Telemarketing 1% 6% 13% 8% 72% Twitter 1% 5% 20% 22% 52% Executive Summary 10

11 So, what s working? Overall, the most effective ways to promote offers are considered to be enewsletters, and on the firm website. For those of you who are benchmarking, the most progressive and aggressive firms say that using the firm website as a tactic for lead generation, enewsletters and LinkedIn are the most effective for promoting offers. Example of a call-to-action button Once the offer reaches a target via these tactics, they re exposed to a call-to-action button that links to a landing page with a form. Once the formed is filled out and submitted voila...the magic of lead acquisition happens! Example of a landing page with a form Executive Summary 11

12 SURVEY RESULTS THAT MADE US GO HMMM 63% of firms say that their website is one of the least effective tactics for lead generation. No wonder: 60% don t have the tools or technology to convert a website visitor into a lead. Managing Partners don t believe that whitepapers and webinars are effective offers for generating leads marketers disagree. hmmm Medium and smaller firms don t consider content marketing to be an effective lead generation tactic but larger and more progressive firms cite this as one of the most effective tactics. About 60% of firms say that is either somewhat effective or ineffective as a lead generation tactic. Executive Summary 12

13 How Firm Culture Affects Lead Generation When we took a deeper look at firms that self-identified as Progressive/Aggressive, we found some very interesting insights. Progressive/Aggressive firms say that: Their top three lead generation tactics are networking/referrals (92%), participating in industry organizations (77%), and content marketing (72%). The most effective types of offers are seminars (51%), articles (44%) and free consultations (36%). The most effective ways to promote offers are on the website (54%), using enewsletters (46%) and LinkedIn (46%) CLICK ON THE IMAGE TO OPEN THE FULL INFOGRAPHIC Executive Summary 13

14 Progressive/Aggressive firms are more likely to: Use landing pages on their websites for lead acquisition (76% vs. 15%) Use marketing automation software (32% vs. 1%) Have a CRM for lead management (69% vs 9%) Increase their budget for lead generation in 2014 by more than 25% (52% vs 18%) Allocate more of their total budget to lead generation (54% vs. 25%) CLICK ON THE IMAGE TO OPEN THE FULL INFOGRAPHIC Measure the success of their lead generation activities (68% vs. 13%) Executive Summary 14

15 Progressive/Aggressive firms say that when it comes to lead generation challenges: Generating a high volume of leads (66%), generating quality leads (71%) and having enough time/resources for lead generation activities (61%) are their three biggest challenges are their three biggest challenges Partner resistance is one of the least of the firm s lead generation challenges (16%) Other areas where they are not challenged include promoting offers (32%); capturing leads (32%); and lack of sales follow up (32%) CLICK ON THE IMAGE TO OPEN THE FULL INFOGRAPHIC Executive Summary 15

16 What About Infrastructure and Technology For Lead Generation? The days of being casual about lead acquisition and nurturing, or measuring the results of lead generation activities for their ROI appear to coming to an end. But there s still a long way to go before CPA firms have a complete compliment of lead generation campaigns tools and technologies, and dedicated strategies and tactics for lead generation campaigns. Over 90% of the largest firms and 3 out of 4 Aggressive/Progressive firms say that they use landing pages and forms on their website. Marketing tools and technologies Powerful new types of marketing technologies and products are available, but survey data suggests that overall, most firms just aren t making the investment yet somewhat of a surprise considering that the survey indicates that partner resistance and budget do not appear to be stumbling blocks on the path to an effective lead generation program. With the exception of the largest firms, it may very well be that what s missing from the equation both for marketers and Managing Partners in even the most Progressive/Aggressive firms is education. It s important to know where technology can be used in lead generation activities, what products and services different vendors offer, how to weave the technology into overall firm marketing and growth objectives, and the benefits and costs of the technology. This last point is particularly important as the survey indicates that time and resources are among the biggest challenges to lead generation, and learning how to install and use these new technologies requires both. In abundant amounts. For example, one of the most fundamental pieces of infrastructure for lead generation is having landing pages with forms on the website for purposes of lead acquisition. Yet, about 60% of all respondents say that they aren t using landing pages. However, that picture changes when it comes to the largest of firms and those self-identifying as Aggressive/Progressive. Optimized & Content-Rich Websites Do you use landing pages and forms on your website for lead acquisition? 3% 28% 43% 26% Yes No Maybe in the future Never Executive Summary 16

17 Are firms automating marketing processes? Before we take a peek into the survey results, let s first talk about what marketing automation is all about and where it can be used. One of the most common ways that marketing technology is used is software for drip marketing campaigns, where after the first touch by a prospect, they are automatically sent a series of additional s at periodic intervals, leading to a request for a sales meeting. These additional touches are set up even prior to the first touch, and the software application is configured to automatically send the next scheduled , making the process almost hands free. This is not as easy as it may appear to be! But there are other marketing processes that can be automated with the right tools and technologies. For example, some marketing automation products will automatically push notifications of new blog posts to social media, along with links back to the blog. Others have the capability to do automated workflows where s are sent to prospects based upon segmentation logic that allows for narrowly targeting the right message to the right prospect at the right time. And just when you thought it was safe to go back into the water, the introduction of smart websites is now on the radar screen, where based upon a prospect s previous visits to your website, technology delivers new content with each new visit. That s Marketing 501 level coursework. So, are firms automating marketing processes today? In a nutshell, no only 13% report that they use marketing automation. With only about 1 out of 10 firms reporting that they re using marketing automation, there appears to be an opportunity at hand for firms to seize a competitive advantage in the way that they interact with prospects, in a manner that assures that leads are not dropped after just one touch. That s good news because about 80% of all leads are dropped after the first touch. Firms cite costs, partner resistance and lack of understanding of what marketing automation is as barriers to adoption. Bringing this point home even more strongly is the fact that less than a third of Aggressive/Progressive firms are using marketing automation, and only about half of the largest firms are automating marketing processes. Does your firm use marketing automation software for lead capture and nurturing? 2% Why aren t firms using marketing automation? Top 3 Reasons: 26% Costs Partner resistance Lack of understanding 13% 59% Yes No Maybe in the future Never Executive Summary 17

18 Are firms using CRM software to manage leads? CRM software has been a topic of discussion at CPA firms for years. The survey shows that overall; less a third of all firms have a CRM system in place to manage leads. Does your firm use CRM software for lead management? 3% 9 out of ten firms over $75 million use a CRM system, but this number drops by more than half for firms between $10 and $75 million. When it comes to even smaller firms, that number drops by over half again. However, about 20% of firms report that they are considering a CRM system for implementation in the future. 19% 46% 32% Firms that identify as being Aggressive/Progressive employ CRM systems at a rate four times greater than the least aggressive or progressive firms. Firms cite three key reasons for implementing a CRM system: the ability to track relationships and interaction over time, the ability to manage the entire sales pipeline, and the ability to track marketing campaigns. Yes No Maybe in the future Never What are firms buying? Top 3 Marketing Automation Software Products: HubSpot Eloqua Act-on? Top 3 CRM Products: SalesForce Microsoft Dynamics Goldmine Executive Summary 18

19 Are firms tracking and measuring results of the lead generation activities? In many other industries, marketing analytics is one of the hottest topics and the deployment of technology to gather marketing data for analyzing ROI is a standard practice. Metrics like website performance, sources of leads, various types of conversion rates, costs of new client acquisition, and more are now available with many marketing technology products. That s a good thing because it forces firms to start thinking about specific and relevant goals for the marketing program that can be measured with pinpoint accuracy. Do you keep track of where leads come from? 1% 5% 12% 82% Survey results indicate that over 80% of firms are tracking where leads are coming from. Regardless of whether this is being done on a spreadsheet or via more sophisticated technology, that s a good thing because it provides insight as to what s working and consequently, where firms should be spending their marketing budget. On the other hand, less than 40% of firms are measuring the success of their lead generation campaigns. However, more than 90% of the largest firms are measuring success, and Progressive/Aggressive firms are three times more likely to measure success than the least aggressive or progressive firms. For an industry built around numbers, it seems odd that measuring marketing results isn t a more widely used practice. Yes No Maybe in the future Never Do you measure the success of your lead generation activities? 30% 3% 3% 26% 38% Yes No Maybe in the future Never N/A Executive Summary 19

20 SURVEY RESULTS THAT MADE US GO HMMM Over 80% of firms are keeping track of where leads are coming from, but less than half of that number are measuring the success of their lead generation activities. Overall, less a third of all firms use CRM software for lead management, however, 9 out of 10 larger firms say they have CRM software. 60% of firms are not capturing leads on their website, except for the largest firms. 9 out of 10 larger firms do use landing pages on their site for lead acquisition. Less than 40% of firms say that they are measuring the success of their lead generation campaigns. Only 1 out every 10 firms or so uses marketing automation software for lead capture and nurturing. hmmm Executive Summary 20

21 What Will Firms Do With Their Budgets For Lead Generation? You can t make more leads without more budget, but it appears that firms just aren t getting this message yet. Nearly two thirds of firms say that getting budget for lead generation is not particularly challenging. But yet, only 34% say that they re increasing their budget for lead generation, 40% say their budget is going to remain the same, and the remainder either don t know or will actually be decreasing budget. The biggest increase in budget (64%) will come from firms with billings between $25 and $50 million. As might be expected, firms that identify themselves as Aggressive/Progressive say they will be increasing their budget for lead generation by a factor of about 2 to 1 over the least progressive or aggressive firms (55% vs. 25%). In 2014, will your budget for lead generation: 23% 40% 34% Increase Decrease Remain the same Don't know What percent of your total marketing budget is used specifically for lead generation? 3% When it comes to percentage of the total marketing budget devoted to lead generation, nearly 3 out of 10 firms report that they have no budget for lead generation, mostly in the smaller firm size category (less than $10 million in billings). 29% 17% 13% For those firms with budget, the average percent of the marketing budget that will be devoted to lead generation is 18%. However, 60% of firms with billings between $50 and $75 million report that that at a minimum, they ll be devoting 25% or more of their budget to lead generation. 22% 19% A little over half of Aggressive/Progressive firms say they will be devoting at least 25% or more of their budget to lead generation. >50% 25-49% 10-24% <10% No budget for lead generation Executive Summary 21

22 What Are The Top Challenges To Lead Generation Faced By Firms? If it was easy, everyone would be doing it, right? There are certainly a lot of challenges to doing lead generation, and doing it effectively. With time and resources cited by firms as being one of the top 3 challenges, it s no wonder why generating high quality leads and generating a high volume of leads is the number 1 and 2 most challenging aspects to lead generation you can t make an omelet without breaking a few eggs, so to speak. From the perspective of what s least challenging, it appears that getting buy in from firm management and partner resistance isn t much of a problem. That s good news for marketers as lower resistance and higher buy in are stepping stones to getting the resources and budget necessary for a truly effective lead generation program. Very challenging Challenging Somewhat challenging Not challenging Generating leads in general 19% 39% 32% 10% Generating a high volume of leads 35% 36% 19% 10% Generating high quality leads 43% 35% 17% 4% Coming up with ideas for offers 18% 34% 30% 17% Converting leads to clients 21% 34% 30% 15% Inability to measure results 20% 27% 34% 19% Capturing leads 12% 34% 32% 21% Lead nurturing 13% 34% 39% 14% Staff knowledge and training 16% 32% 33% 19% Sales follow up 16% 34% 34% 16% Buy-in from management 15% 19% 23% 42% Promoting offers 12% 25% 34% 28% Budget 11% 27% 37% 26% Partner resistance 14% 16% 29% 41% Time or resources 25% 42% 28% 6% Executive Summary 22

23 SURVEY RESULTS THAT MADE US GO HMMM While firms believe that partner resistance and buy in from management is among the least challenging aspects of lead generation, 67% say that getting enough time or resources is among the biggest challenges. hmmm Over half the firms report that measuring results is not particularly challenging, but yet only 40% say that they re actually measuring results. Executive Summary 23

24 Do Managing Partners and Marketers Agree? Are Managing Partners and Marketers on the same page when it comes to lead generation? We took a look at the areas where they agree on what s most effective but have the greatest disagreements on how effective a strategy or tactic might be. Managing Partners and Marketers agree on: The most effective lead generation tactics: Networking and referrals The most effective type of offers: Free consultations Articles Seminars The most effective way to promote offers: enewsletters On the website The greatest lead generation challenges: Getting high quality leads Time and resources Executive Summary 24

25 Managing Partners and Marketers differ on: Managing Partner The most effective lead generation tactics: Marketing Director 33% Participating in industry organizations 75% 23% Content marketing 58% 14% Dedicated business developer 48% 9% Search marketing 41% Managing Partner The most effective type of offers: Marketing Director 14% Seminars 45% 14% Articles 41% 0% Whitepapers 27% Managing Partner The most effective way to promote offers: Marketing Director 23% On the website 43% 18% 35% 23% enewsletters 33% Managing Partner The greatest lead generation challenges: Marketing Director 50% Budget 35% Chart indicates % of respondents answering Very Effective or Effective Executive Summary 25

26 Conclusions It should come as no surprise that 1:1 marketing (referrals and networking) is and will be the cornerstone of lead generation for accounting and other professional services firms. However, 1:1 marketing needs to be complemented by online and other strategies and tactics in order to have a well-rounded, integrated lead generation program. Firms are moving toward a more integrated lead generation strategy. They have ideas on what s working and what isn t. They re considering and using a wide variety of offers, from content to free consultations. They re getting leads using tactics ranging from enewsletters to dedicated business developers. And they re promoting offers using means ranging from their website to . It should also come as no surprise that the larger and more Aggressive/Progressive firms are leading the charge to move lead generation beyond 1:1 marketing. They re using thought leadership to construct offers, they re restructuring their websites for lead acquisition, and they re spending more budget and a bigger part of their budget on lead generation. But regardless of firm size or marketing culture, there s still a long way to go before CPA firms have a complete compliment of lead generation campaigns, tools, and technologies, and dedicated lead generation strategies and tactics. Too many firms aren t using their website to capture leads, and the state of the art of using marketing technology to automate the lead nurturing process is in its infancy. This puts the industry behind the curve when it comes to trends in digital marketing. Disagreements between Managing Partners and Marketers on key elements of lead generation program effectiveness are troubling. Perhaps that s an indication that more education on lead generation and more discussion at the management levels of the firm is warranted. For example, when constructing the annual firm strategic plan, pinpointing how, where and when lead generation is going to be used to reach overall and niche market growth goals should be an important part of the discussion. These differences are also an indication of the criticality of having technology to measure and assess the effectiveness of the lead generation strategies and tactics used by the firm, starting with identifying key marketing performance indices. For an industry built around numbers, it seems odd that measuring marketing results isn t a more widely used practice. Although online lead generation in accounting firms has a way to go, we still recommend a crawl walk run strategy, starting with becoming more educated on inbound marketing, content marketing, and marketing technologies. You might also take a regular peek at your competitor s website and see if they are using call to action buttons and landing pages to promote seminars, whitepapers, webinars, and so forth. If they are, it s probably time to stop crawling and start walking and running. Executive Summary 26

27 Additional Resources Find more insights, observations and guidance in these resources from Vitberg LLC : Vitberg LLC Whitepapers: Subscribe to the Professional Services Marketing Digest: (click on each image to request a copy) Executive Summary 27

28 About Vitberg LLC Vitberg LLC was founded upon the belief that professional services firms 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 firms get found first Tune marketing budgets for more ROI Convert website visitors to leads Content marketing white papers, articles, case studies and more Make social media a new business tool Bring firms 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. Executive Summary 28

Online Lead Generation:

Online Lead Generation: Online Lead Generation: A Guide for B2B Owners & Marketers Online Lead Generation: A Guide for B2B Owners & Marketers Table of Contents Introduction 21 Key Research Findings About Lead Gen The Role of

More information

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

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

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

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

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

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

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

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

Return on Investment from Inbound Marketing through Implementing HubSpot Software

Return on Investment from Inbound Marketing through Implementing HubSpot Software Return on Investment from Inbound Marketing through Implementing HubSpot Software January 2010 Prepared By: Melissa DiBella MBA Class of 2010 MIT Sloan School of Management Massachusetts Institute of Technology

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

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

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

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

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

Advisors: Using Marketing to Build Your Pipeline. Presenter: Barbara Kotlyar Sr. Marketing Manager ByAllAccounts Managing Director, Bridge Marketing

Advisors: Using Marketing to Build Your Pipeline. Presenter: Barbara Kotlyar Sr. Marketing Manager ByAllAccounts Managing Director, Bridge Marketing Advisors: Using Marketing to Build Your Pipeline Presenter: Barbara Kotlyar Sr. Marketing Manager ByAllAccounts Managing Director, Bridge Marketing Who is this person and why should I listen to them? 88.4%

More information

COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER

COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER For many B2B organizations, building a demand center is a no-brainer. Learn how to ensure you re successful by avoiding

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

Lead Generation 2013 survey results

Lead Generation 2013 survey results Lead Generation Marketing Trends by Holger Schulze 2013 survey results Sponsored by Eloqua DiscoverOrg Strand Marketing Optify INTRODUCTION Welcome to the 2013 B2B Lead Generation Report! It s no secret

More information

2015 CONTENT PREFERENCES SURVEY

2015 CONTENT PREFERENCES SURVEY 2015 CONTENT PREFERENCES SURVEY BUYERS PLACE HIGH VALUE ON INTERACTIVE CONTENT FORMATS AND CONTENT PACKAGES Sponsored by 2015 CONTENT PREFERENCES SURVEY 2 INTRO The content marketing landscape has seen

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

Content Marketing in 2014:

Content Marketing in 2014: Benchmark Report Content Marketing in 2014: Sponsored By: 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. TABLE OF CONTENTS 3 Executive Summary 10 Content Campaign

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

What are your biggest B2B lead generation challenges? (Select all that apply)

What are your biggest B2B lead generation challenges? (Select all that apply) What are your biggest B2B lead generation challenges? (Select all that apply) Generating high-quality leads Converting leads into customers Creating meaningful content Demonstrating return on investment

More information

Building a BetteR. Inbound. MaRketing. Machine HOW TO AMPLIFY YOUR IMPACT. (Introducing the Inbound Marketing Multiplier)

Building a BetteR. Inbound. MaRketing. Machine HOW TO AMPLIFY YOUR IMPACT. (Introducing the Inbound Marketing Multiplier) Building a BetteR Inbound MaRketing Machine HOW TO AMPLIFY YOUR IMPACT (Introducing the Inbound Marketing Multiplier) INBOUND MARKETING is a powerful tactic, but bottom-line results don t come from inbound

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

CONTENT MARKETING SPOTLIGHT REPORT. Sponsored by

CONTENT MARKETING SPOTLIGHT REPORT. Sponsored by CONTENT MARKETING SPOTLIGHT REPORT Sponsored by INTRODUCTION More B2B Marketing Reports B2B marketers are increasingly using content marketing tactics to better engage B2B buyers and to educate, inform,

More information

STATE OF B2B MARKETING AUTOMATION 2015

STATE OF B2B MARKETING AUTOMATION 2015 STATE OF B2B MARKETING AUTOMATION 2015 Research Report - April 2015 WHO WE SPOKE TO Given the increasing pressure that B2B marketers are facing in meeting sales revenue objectives, it is not surprising

More information

Lead Nurturing Benchmarking Study

Lead Nurturing Benchmarking Study 2014 A Lead Nurturing Benchmarking Study look at strategies and best practices for engaging prospects at all stages of the sales funnel SURVEY 2014 Lead Nurturing Benchmarking Study 2 Lead Nurturing Pro

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 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

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

State of Pipeline Marketing

State of Pipeline Marketing State of Pipeline Marketing 2015 How B2B Marketers Drive Growth 4 Survey Respondents 5 Marketing Spend and Success Measurement What Pipeline Marketers Do Differently 7 Marketing Technology and ROI How

More information

report in association with: The State of B2B

report in association with: The State of B2B 2012 report in association with: The State of B2B Lead Generation: 2012 Results WHAT S INSIDE Introduction & Methodology pg 03 Lead Sources & Volumes pg 11 Who s Using CRM pg 04 Lead Response Times, Volumes

More information

Marketing Automation. Why It Makes Sense. Big Data for Small Businesses Compare Business Products 2013 1

Marketing Automation. Why It Makes Sense. Big Data for Small Businesses Compare Business Products 2013 1 Marketing Automation Why It Makes Sense Big Data for Small Businesses Compare Business Products 2013 1 Table of Contents Introduction... 3 What is Marketing Automation?... 3 Reasons to Start Using Marketing

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

The Five Trends That Will Impact Marketing in 2015

The Five Trends That Will Impact Marketing in 2015 The Five Trends That Will Impact Marketing in 2015 PRESENTED BY Sylvia Montgomery, CPSM Chat Live on Twitter! Today s Hashtag: SMPS CEUs Hinge is an SMPS Approved Provider of continuing education units

More information

2015 Social Media Marketing Trends

2015 Social Media Marketing Trends 2015 Social Media Marketing Trends A 2015 survey and report on social media marketing practices and software usage By Megan Headley Research Director, TrustRadius First Published May 2015 2015 TrustRadius.

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

SOCIAL MEDIA STRATEGY Benchmarks From The Agency Perspective

SOCIAL MEDIA STRATEGY Benchmarks From The Agency Perspective SOCIAL MEDIA STRATEGY Benchmarks From The Agency Perspective How agencies plan to overcome new obstacles to achieving important social media marketing objectives, based on their broad-range of client experience.

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

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

A Modern Sales Roadmap. 7 best practices to drive sales success. tellwise

A Modern Sales Roadmap. 7 best practices to drive sales success. tellwise A Modern Sales Roadmap 7 best practices to drive sales success tellwise Introduction Whether you re an inside sales rep or the Chief Sales Officer (CSO), you know sales is a demanding field, with countless

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

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

STATE OF B2B CONTENT MARKETING 2015. Research Report - Jan 2015

STATE OF B2B CONTENT MARKETING 2015. Research Report - Jan 2015 STATE OF B2B CONTENT MARKETING 2015 Research Report - Jan 2015 WHO WE SPOKE TO The respondents we surveyed were predominantly B2B marketers. Over half of them offered a mix of product and services; one-third

More information

Digital Marketing for Cosmetic & Plastic Surgeons and Medical Spas DIGITAL MARKETING FOR COSMETIC & PLASTIC SURGEONS AND MEDICAL SPAS DELIGHT INBOUND

Digital Marketing for Cosmetic & Plastic Surgeons and Medical Spas DIGITAL MARKETING FOR COSMETIC & PLASTIC SURGEONS AND MEDICAL SPAS DELIGHT INBOUND DIGITAL MARKETING FOR COSMETIC & PLASTIC SURGEONS AND MEDICAL SPAS DELIGHT INBOUND 1 BIGSHOT ' s ALL-INCLUSIVE MARKET ING SOLUTION...can provide you with the right content, expert design work, and marketing

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

An Introduction to Marketing Automation. The process; The content; The benefits

An Introduction to Marketing Automation. The process; The content; The benefits NuSpark Marketing An Introduction to Marketing Automation The process; The content; The benefits www.nusparkmarketing.com, @nusparkmktg About NuSpark Marketing emarketing Firm focusing on lead generation,

More information

TECHNOLOGY B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS NORTH AMERICA SPONSORED BY:

TECHNOLOGY B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS NORTH AMERICA SPONSORED BY: TECHNOLOGY B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS NORTH AMERICA TABLE OF CONTENTS Welcome... 3 Usage & Overall Effectiveness... 4 Strategy & Organization... 6 Goals & Metrics...

More information

More Enquiries, Same Budget: Solving the B2B Marketer s Challenge

More Enquiries, Same Budget: Solving the B2B Marketer s Challenge More Enquiries, Same Budget: Solving the B2B Marketer s Challenge You need to increase inbound enquiries, both in volume and quality, but your budget is restricted. Sound familiar? Prospect Analytics offers

More information

Plus, although B2B marketing budgets have increased, the number of channels may far surpass what you can do with your budget.

Plus, although B2B marketing budgets have increased, the number of channels may far surpass what you can do with your budget. 1 CNBC s list of the Top 10 Most Stressful Jobs of 2011 revealed that the sixth most stressful job was that of an advertising account executive. The reason today s account executives are so stressed is

More information

2011 B2B Marketing BenchMark Report

2011 B2B Marketing BenchMark Report EXCERPT Special Rate Sponsor: 2011 B2B Marketing BenchMark Report Practical instructions to generate, Research and Insights on Elevating qualify and nurture new business Marketing Effectiveness from Lead

More information

INBOUNDMARKETING. For Beginners. Everything you need to know to get started.

INBOUNDMARKETING. For Beginners. Everything you need to know to get started. INBOUNDMARKETING For Beginners Everything you need to know to get started. 2 Bill is a Certified Inbound Marketing Specialist with Honors with 18 years of marketing experience. Not only is Bill an Inbound

More information

Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing

Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing There s a new, yet not so new way to market your business these days, and it s a term called Inbound Marketing. Inbound marketing may

More information

The Business of Me - June 2013

The Business of Me - June 2013 MAURICE BRETZFIELD INBOUND MARKETING INSIGHT 515 West 110th Street, 5C, New York City, NY 10025 (917) 515-6957 maurice.bretzfield@gmail.com www. mauricebretzfield.com Inbound Marketing Course Syllabus

More information

STATE OF B2B SOCIAL MEDIA MARKETING 2015

STATE OF B2B SOCIAL MEDIA MARKETING 2015 STATE OF B2B SOCIAL MEDIA MARKETING 2015 Research Report - June 2015 WHO WE SPOKE TO In a study that we did earlier this year on B2B marketing trends 1, we asked our respondents which distribution channels

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

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

THE SECRETS TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) A Key Principles publication

THE SECRETS TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) A Key Principles publication 10 THE S TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) A Key Principles publication 10 S THE TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) By Jackie Key, Managing Director, Key Principles

More information

Getting Started With Marketing Measurement

Getting Started With Marketing Measurement Introduction To Integrated Marketing: Getting Started With Marketing Measurement The B2B marketing world has changed a lot over the past decade. One especially important new trend is the growing emphasis

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

HOW TO CHOOSE A DIGITAL MARKETING AGENCY

HOW TO CHOOSE A DIGITAL MARKETING AGENCY Guide: HOW TO CHOOSE A DIGITAL MARKETING AGENCY Make sure they practice what they preach. CONTENTS 3 Introduction 4 Website 6 8 10 SEO 12 Content Marketing Inbound Marketing Social Media Marketing 14 Conclusion

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 Quicker, Simpler Path to Lead Management ROI

A Quicker, Simpler Path to Lead Management ROI A Quicker, Simpler Path to Lead Management ROI A Step by Step Guide Lisa Cramer Co-Founder & President LeadLife Solutions lcramer@leadlife.com 770.670.6702 Because marketers are time, budget and resource-constrained,

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

The 75 Essential Content Marketing Stats You Need To Know

The 75 Essential Content Marketing Stats You Need To Know The 75 Essential Content Marketing Stats You Need To Know Everything from budgets to metrics to effectiveness. Here s what s happening with content marketing right now. What is Content Marketing? Content

More information

BENCHMARK REPORT. 2012 B2B Marketing Benchmark Report. Research and insights on attracting and converting the modern B2B buyer. sponsored by EXCERPT

BENCHMARK REPORT. 2012 B2B Marketing Benchmark Report. Research and insights on attracting and converting the modern B2B buyer. sponsored by EXCERPT BENCHMARK REPORT 2012 B2B Marketing Benchmark Report Research and insights on attracting and converting the modern B2B buyer sponsored by EXCERPT 2012 B2B Marketing Benchmark Report Research and insights

More information

How Top B2B Companies Use CRM and Email to Drive Sales and Serve Customers. Joel Book Principal, emarketing Research & Education ExactTarget, Inc.

How Top B2B Companies Use CRM and Email to Drive Sales and Serve Customers. Joel Book Principal, emarketing Research & Education ExactTarget, Inc. 24/7 CRM How Top B2B Companies Use CRM and Email to Drive Sales and Serve Customers Joel Book Principal, emarketing Research & Education ExactTarget, Inc. Key Insights: Real time customer insights and

More information

REPORT: 2013 DATA-DRIVEN MARKETING SURVEY

REPORT: 2013 DATA-DRIVEN MARKETING SURVEY REPORT: 2013 DATA-DRIVEN MARKETING SURVEY As a marketer, you re busy. We get it. You have a lot of priorities to juggle: How many leads are you bringing in? Which channels are providing the most leads?

More information

Inbound Marketing Driving Results

Inbound Marketing Driving Results Inbound Marketing Driving Results TABLE OF CONTENTS: Introduction.... 3 Chapter 1 Getting Started.. 5 Chapter 2 Conversions Path..8 Chapter 3 Attract.....11 Chapter 4 Convert... 22 Chapter 5 Close......

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

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

MARKETING AUTOMATION PLAYBOOK 2014

MARKETING AUTOMATION PLAYBOOK 2014 MARKETING AUTOMATION PLAYBOOK 2014 Nestor Galina, 2009 Madison Logic. 2014 EXECUTIVE SUMMARY Marketing Automation has gotten a lot of recognition lately and for the right reasons. Marketers should be asking

More information

Small & Medium-sized Business (SMB) Lead Generation Benchmark Report

Small & Medium-sized Business (SMB) Lead Generation Benchmark Report Small & Medium-sized Business (SMB) Lead Generation Benchmark Report Ascend2 Research Conducted in Partnership with Allegra. This work is licensed under the Creative Commons Attribution-NonCommercial 3.0

More information

B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends North America

B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends North America B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends North America FOREWORD Hello Enterprise Marketers! Welcome to B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends

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

Attention B2B Marketing Professionals: Why you could be losing up to 80% of your sales (and what you can do to keep them.)

Attention B2B Marketing Professionals: Why you could be losing up to 80% of your sales (and what you can do to keep them.) Special Bonus: Lead Nurturing Workbook to help you optimize your content and stop losing leads. Attention B2B Marketing Professionals: Why you could be losing up to 80% of your sales (and what you can

More information

MEASUREMENT. Blogging ROI. 100 stats for Content Marketers

MEASUREMENT. Blogging ROI. 100 stats for Content Marketers Blogging ROI 100 stats for Content Marketers Blogging ROI: 100 stats for Content Marketers CONTENTS: Blogging and SEO Blogging frequency Length of blog posts Lead generation from blogging B2B blogging

More information

Louis Gudema: Founder and President of Revenue + Associates

Louis Gudema: Founder and President of Revenue + Associates The Interview Series - Presented by SmartFunnel Interviews of Sales + Marketing Industry Leaders Louis Gudema: Founder and President of Revenue + Associates PETER: Hello folks this is Peter Fillmore speaking.

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

Take Online Lead Generation to the Next Level

Take Online Lead Generation to the Next Level Take Online Lead Generation to the Next Level 5 Ways to Capture New Market Niches By: Deven Pravin Shah WSI Internet Marketing Consultant Overview Many business owners ask the same questions about capturing

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

Lead Generation Blueprint for Effective Inbound Marketing

Lead Generation Blueprint for Effective Inbound Marketing Lead Generation Blueprint for Effective Inbound Marketing 2014 Jason and Nikki Christiansen, Internet Media Consultants 1 Page What every business owner needs to know about generating more quality leads.

More information

Lead Generation: How-To

Lead Generation: How-To Lead Generation: How-To There is a constant battle between Sales and Marketing. Many feel they are one in the same thing, while others understand the difference between them. So, what is the difference,

More information

WHAT S THE STORY? THE RESULTS THE TRUTH ABOUT CONTENT MARKETING IN IRELAND

WHAT S THE STORY? THE RESULTS THE TRUTH ABOUT CONTENT MARKETING IN IRELAND WHAT S THE STORY? THE TRUTH ABOUT CONTENT MARKETING IN IRELAND THE RESULTS 2 What s the story? The State of Content Marketing in Ireland Ireland is a nation of storytellers so it s fitting that we ve moved

More information

THE MULTI-CHANNEL CONTENT DISTRIBUTION GUIDE

THE MULTI-CHANNEL CONTENT DISTRIBUTION GUIDE TABLE OF CONTENTS It s Time to Cut the Content Waste 4 Identify Your Theme 7 Build Your Pillar 9 Distribute the Content 16 Optimize and Repeat 21 Appendix: Multi-Channel Content Distribution Examples 23

More information

content marketing trends

content marketing trends content marketing trends from the small & medium-sized business perspective an Allegra Marketing Resource Allegra Marketing & Print 3639 N. Marshall Way Scottsdale, AZ 85251 480.941.4842 allegraaz.com

More information

In This Seminar You Will Learn.

In This Seminar You Will Learn. In This Seminar You Will Learn. The Difference Between Inbound And Outbound Marketing Steps To A Successful Internet Marketing Campaign The Dos And Don ts Of Effective Web Design How To Drive Traffic To

More information

10 ways Professional Service companies can increase their profits through marketing

10 ways Professional Service companies can increase their profits through marketing 10 ways Professional Service companies can increase their profits through marketing A Xander Marketing Guide T: 03302232770 E: hello@xandermarketing.com W: www.xandermarketing.com Introduction Traditionally

More information

THE STATE OF B2B LEAD GENERATION 2013: REPORT

THE STATE OF B2B LEAD GENERATION 2013: REPORT THE STATE OF B2B LEAD GENERATION 2013: REPORT A BRIEF BACKSTORY Companies are always in need of leads as leads are the fuel for the sales pipeline. Without leads, and without sales, there s no such thing

More information

2011 B2B Marketing Benchmark Report Budget Basics

2011 B2B Marketing Benchmark Report Budget Basics Special Report: 2011 B2B Marketing Benchmark Report Budget Basics Brought to you by: Protect and promote your brand with Vocus. Vocus completely integrates social and traditional media to give you tracking,

More information

Content creation remains important as ever. Lead generation is still important, but lead nurturing is growing

Content creation remains important as ever. Lead generation is still important, but lead nurturing is growing Introduction As consumers flock to the internet, the marketing industry continues to evolve and expand. As this happens, traditional models of marketing begin to lose efficiency and new types of marketing

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

How to Optimize Your Web Presence for Lead Generation

How to Optimize Your Web Presence for Lead Generation How to Optimize Your Web Presence for Lead Generation Introduction B2B Buyer behaviour is changing. In Four B2B Buyer Behaviour Trends Changing Business we identified and explored four key trends that

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

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

Amplify Conversations to Convert Prospects to Customers. B2B Event Marketing Tactics Workbook

Amplify Conversations to Convert Prospects to Customers. B2B Event Marketing Tactics Workbook Amplify Conversations to Convert Prospects to Customers B2B Event Marketing Tactics Workbook In this part-guide, part-workbook, get to know the tactics of B2B event marketing and how to make it work for

More information

MARKETING SPENDING REVIEW: Marketing Spending Review. The L&D edition

MARKETING SPENDING REVIEW: Marketing Spending Review. The L&D edition MARKETING SPENDING REVIEW: The L&D edition 1 Which parts of the marketing mix are Britain s savviest L&D promoters investing most in today? What marketing tactics do learning providers think will deliver

More information