We all talk about defining leads, managing leads, the nurturing process and
other facets of lead generation, but the most important component of good
lead generation is overlooked - the content strategy. Demand generation
communications are often approached in a one-off fashion as a reaction to an
upcoming milestone, like a new product launch, or an event, such as webinar
registration. When that’s over, the campaign is discarded in favor of the
next “hot” idea in the market. We talk at our prospects and customers in
single threaded, one-way electronic statements – when we have the
opportunity to have ongoing, interactive conversations that keep them
Lois Kelly sums it up succinctly when she says, “…the goal of marketing
is not to assert conclusions but to engage an audience in a dialogue, which
leads people to discoveries of their own.” [Beyond Buzz, 2007] ... (more)
I've been doing a lot of thinking about how marketers can optimize their lead
engagement to deliver more opportunity-prone prospects to their sales
A growing number of B2B marketers have marketing automation technology to
help them track, score and connect better than ever with their lead database.
Discovering who your hottest prospects are and getting them to sales at
exactly the right moment is becoming easier.
This is a great thing for both quantifying marketing efforts and for
generating higher alignment with sales, but what I'm wondering is what
happens when t... (more)
I received a call recently from a charity I support every year. The guy on
the phone was young, and the first thing he told me after where he was
calling from was that he wasn't trying to raise funds.
Okay. So, what did he want?
He launched into reading a script that was supposed to make me feel good that
I continually choose to support that charity. But he stumbled over the words
so badly that it took me a bit to figure out the charity was trying to thank
Then he reached the end of his script, said, "Have a nice day."
AND HUNG UP.
What a way to screw up Thank you!
This cha... (more)
I had the privilege of speaking with the Genius folks today about the GURLTMs
and some cool new web analytics features they'll be rolling out this fall.
For those of us who've been wondering how the heck to prove ROI is possible
with social media, we may have found a way to do just that.
Tracking the impact your social participation can make on active pipeline has
been a pretty nebulous challenge. But the GURLs change that. GURLs are these
super-powered, shortened URLs similar to what you may have seen from services
like budURL, bitly, and others.
I use budURLs to track many of m... (more)
Focusing on website navigation paths makes perfect sense for B2B websites
with lengthening sales cycles. The added pressure for marketers to produce
measurable ROMI means that each click needs to be considered a conversion
that strengthens engagement, builds trust, and leads to verifiable
conversations. Websites should drive buyer momentum and work toward reversing
that lengthening sales cycle statistic.
When you build a B2B website, it’s imperative that you think about the site
user's context. You need to plan for and strategize every click and
interaction by focusing on your we... (more)