B2B Lead Generation – Winning in This Numbers Game

Posted by Kenneth Connolly on 04-Nov-2016 15:30:00

When it comes to B2B lead generation, we’re all given basically the same objectives – get more leads and ensure they are high quality. As marketers, the pursuit of these goals keep our minds occupied almost constantly. But, one factor is more important than the other. For example, if you can’t generate leads, then their quality is going to be the least of your concerns. So, for this reason alone, lead generation needs to be the primary focus for B2B marketers.

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Topics: B2B Lead Generation, B2B lead generation strategy, B2B Lead Generation Planning

B2B Lead Generation – Still About Sales and Revenue

Posted by Kenneth Connolly on 08-Jul-2016 16:30:00

In a February 2016 report, 83% of B2B marketers said they were focusing on lead quality over lead quantity[i]

So, what is considered a high-quality lead, and why are B2B marketers turning their attention to quality over quantity? Well firstly, a high-quality lead is one which meets all of the BANT criteria (Budget, Authority, Need Time), and adheres to the sales team’s lead conditions. But most importantly, a quality lead is one which is easily converted to a customer and spends money with the organisation. The reason B2B marketers are more focused on this outcome rather than generating multiple leads is because, you can’t pay bills with engagement.

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Topics: B2B Lead Generation, B2B marketing, B2B Sales

B2B Lead Generation – It’s a Marathon Not a Sprint

Posted by Kenneth Connolly on 22-Apr-2016 16:00:00

53% of buyers say that their time to make a purchase has increased over the last year. 80% say they are taking more time to research and 82% say they are viewing more sources[i]

 On April 24th, the Virgin Money London Marathon will be taking place in the capital, and the world’s best professional runners will be joined by dedicated amateurs to complete the 26-mile course. Everyone taking part will have been training and preparing for months in order to ensure they make it to the finish and beat their personal best time. So, given that B2B lead generation has become a marathon and not a sprint, what can the London Marathon’s runners teach us marketers about staying the course and achieving success over longer distances?

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Topics: B2B Lead Generation, B2B Buying cycle, b2b buying

B2B Email Marketing – Still Delivering?

Posted by Kenneth Connolly on 13-Jan-2016 16:00:00

The power of email as a lead generation tool for B2B marketing has been up for debate in recent years, especially since the rise of the superpower, social media.

However, the statistics don’t lie. Salesforce conducted a study which concluded 73% of marketers believe email marketing is core to their business (i)Email is here to stay. And for good reason.

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Topics: B2B Lead Generation, B2B tips, email marketing, b2b sales leads, B2B marketing, B2B email marketing

B2B Marketing Cliches - In Direct Mail Campaigns

Posted by Kenneth Connolly on 02-Dec-2015 17:00:00

The handshake, the light bulb and the group huddle. What do all of these have in common? Have you got it yet? They’re all B2B marketing clichés! In the Really B2B office, these are just some of the concepts that spring to mind when we think of over-used images in B2B direct mail. But if people recognise these to be clichés, why are they frequently used in lots of B2B marketing campaigns?

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Topics: B2B Inbound marketing, B2B Lead Generation, B2B marketing, Direct mail marketing, B2B direct mail

Are Your B2B Email Marketing Skills Strong?

Posted by Kenneth Connolly on 18-Nov-2015 16:00:00

There was a time when B2B email marketing was the go-to move for organisations looking to communicate with their prospects, leads and customers. However, the arrival of more contemporary channels such as social media and content seem to have taken the shine off email’s apple, but does that mean it’s no longer the force it once was? Certainly not. A report by Marketing Cloud found that 73% of markers agree that email marketing is core to their business. So, perhaps now’s the time to double check that your email marketing is as good as it can be.

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Topics: B2B Lead Generation, B2B marketing, B2B email marketing

B2B Predictive Lead Scoring – Have You Got The Skills?

Posted by Kenneth Connolly on 06-Nov-2015 16:00:00

As we’ve highlighted in this blog previously, B2B predictive lead scoring is growing in popularity. As the number of organisations utilising this tool continues to grow, so too do the reports of its success. For example, in a recent survey by SiriusDecisions, they found that 98% of respondents say they would purchase predictive lead scoring again [i]. This level of positive feedback is difficult to argue with. However, there seems to be a hurdle preventing a widespread adoption of this solution… skills and resources.

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Topics: B2B Lead Generation, B2B Lead Scoring, B2B Predictive Lead Scoring,

How to grow your business through B2B sales

Posted by Kenneth Connolly on 25-Sep-2015 14:45:00

It’s no secret that over the past few years the B2B buying cycle has changed. As decision-makers carry out more and more of their own research before speaking directly to an organisation, the role of B2B sales has changed dramatically. This development has made such an impact, that many B2B salespeople have begun to fear for their jobs and are feeling surplus to requirements. But this shouldn’t be the case. The fact is, although the buyer journey has changed, B2B salespeople still have a part to play in it – just in a slightly different way.

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Topics: B2B Lead Generation, B2B Leads, B2B Sales

B2B lead generation – for when word of mouth is no longer enough

Posted by Kenneth Connolly on 18-Sep-2015 16:00:00

There are a number of prosperous businesses around that have grown from start-ups to profitable companies by relying simply on word of mouth and customer referrals. For these businesses, proactive lead generation and new client acquisition has not yet been necessary and focus has instead been on meeting demand and fulfilling customers’ requirements to retain their repeat business. At some point though, this situation is likely to change. Referrals may slow down, demand decreases and suddenly you have the time, the desire or maybe even the urgent need to start actively growing your B2B sales.

It’s at this point you need a well-planned lead generation strategy, but where to start?

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Topics: B2B Lead Generation, B2B Sales

Should we fear the rise of the content robots?

Posted by John Hatton on 10-Jul-2015 09:21:00

Picture the scene… a world torn apart by war as a robot network attempts to finally make humanity extinct. The only thing standing in its way… a small band of human fighters who refuse to be beaten.

Okay, so it isn’t as dramatic as the latest Terminator incarnation, but there is growing talk within content spheres about so-called “content bots”. That’s right, robots that can write articles and post them online for you and me to read. Well, not exactly robots, but a computer programme.

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Topics: B2B Lead Generation, B2B marketing, B2B Marketing Content, marketing content, B2B Content

Are you using B2B marketing content as a conversion assist?

Posted by Kenneth Connolly on 08-Jul-2015 16:43:00

It’s no surprise to find that B2B marketing content is continuing to grow in popularity. With the promise of higher quality leads and reduced costs compared to outbound channels, content ticks all the right boxes. Over the past two years, content has gone from being an after-thought on marketing campaigns (if there was still budget left) to becoming a major player in marketers’ multi-channel campaigns. However, there was always an issue… measuring ROI.

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Topics: B2B Lead Generation, B2B marketing, B2B Marketing Content, marketing content, B2B Content

Serve an ace with B2B marketing personalisation

Posted by John Hatton on 30-Jun-2015 17:00:00

Centre Court at Wimbledon is noisy on match day, very noisy. Even when the ball is in play and the crowds are expected to remain silent, there are plenty of goings on to distract players from the game – flash photography, coughing, glare from a spectator’s watch.

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Topics: B2B Lead Generation, B2B Leads, B2B Buyers, B2B Lead Nurturing

5 Tips for Writing the Best B2B Lead Generation Emails

Posted by Libby Morgan on 25-Jun-2015 18:05:00

As a primary method of contacting prospects, email is one of the most popular marketing channels. However, lead generation emails can be a delicate matter. What should you write, what shouldn’t you write, how should you follow it up afterwards…it’s a minefield! Lead generation emails should be carefully crafted, keeping the prospect in mind at all times. The goal is to write engaging content that shows understanding of your prospects’ pain points, and positions you as an industry thought leader.

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Topics: B2B Lead Generation, B2B marketing, B2B email marketing, B2B Buyers, B2B Email

6 top channels to consider for B2B lead generation

Posted by Libby Morgan on 23-Jun-2015 17:40:00
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Topics: B2B Lead Generation, B2B Marketing ROI, B2B Buyers, B2B Channels, B2B Marketing Channels

The B2B Lead Generation Game

Posted by Kenneth Connolly on 04-Jun-2015 17:42:00

Nice to see you, to see you… NICE! Most people grew up with this catchphrase and Bruce Forsyth’s endearing personality. Watching teams struggle with seemingly nonsense tasks was the key to a great night in. But, the days of pottery challenges and the conveyor belt are long gone. Or are they? There may not be cuddly toys involved, but there’s still a generation game taking place – the B2B lead generation game.

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Topics: B2B Lead Generation, B2B Leads, B2B marketing, B2B Generation

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