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.Read More
The growth in marketing automation adoption rates in the B2B marketing industry helped many organisations finally carry out advanced lead scoring. The process of allocating a set number of points to leads depending on their behaviour and engagement allowed marketers to determine which leads were ‘warmest’ and which should be proactively contacted first. Given that a proportion of B2B marketers have not yet managed to implement lead scoring, should they now be concerned that it’s already being superseded by predictive lead scoring? No, this new development is an additional tool to help marketers generate more B2B leads, better quality leads, and ultimately, generate higher levels of ROI.
So we’ve all been told how important blogs are to a marketing strategy. After all, they’re excellent pieces of content that help us address prospect’s pain points and educate them in short, concise and interesting ways.
But too many marketers still aren’t making the most of their potential. So here you go… no more excuses, follow these simple rules and within a couple of hours you’ll have a blog that’s ready to start bringing in warm leads and nurture prospects through the sales journey.
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.
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.
Saturday night sees the return of Eurovision to our screens for yet another year - an event which pitches countries against each other in a singing contest, yet ultimately ends up televising a bearded lady and a Finnish heavy metal band. But, like a puppet on a string, we’ll all be in front of our TVs come Saturday night, ready to see what this year’s extravaganza is going to delight our senses with.
As we all know, B2B marketing content is the best vehicle to show thought leadership, build trust and ultimately inform prospects and leads. But what if the decision-makers and buyers are only actually middle-men between your organisation and the end-users? Before this gets too complicated, let’s simplify it. For example, a company makes hot water tanks for domestic properties. However, they supply their products to installers and plumbers (who then fit these tanks into people’s homes). A traditional marketing approach would dictate that the water tank company should be marketing their products to the installers and plumbers in the hope of securing them as repeat customers. But is this the only marketing solution? Certainly not.
Whether at sports day, cross country at school, or running after work, most of us can relate to the pain, sweat, and tears experienced at this year’s Virgin Money London Marathon (if you ran, please accept a virtual slap on the back from me). Yet all the while we are acutely aware that after crossing the finish line, and for quite some time after, the contestants are some of the happiest and proudest people on earth – months of training and preparation have been converted to an overwhelming feeling of accomplishment and success.
When it comes to B2B sales, outbound prospecting plays a vital part, despite the ever-growing importance of inbound marketing. To generate the best results though, sales teams must employ the use of multiple channels, just like the winner of Top Trumps is the player with the strongest deck of cards. So, have you got a winning B2B sales hand?
March 17th is the feast day of St. Patrick, or as we more commonly know it, St. Patrick’s Day. This day is traditionally reserved for the celebration of St. Patrick who brought Christianity to pagan Ireland. But let’s have it right, nowadays it’s just a great excuse for a lot of shenanigans, plenty of pints of the black stuff and good craic in most of the pubs around town. It also seems to be less of a religious festival now, and more about leprechauns, green outfits, ginger beards and lots of four-leaf clovers.
Taking a person from a stranger all the way to being sales-ready is the entire lead generation process. Within this there are the two clear stages – the demand generation stage is used to convert people from prospects to leads, and the lead nurturing stage is used to convert them from leads to sales-ready buyers. Many marketers are still unclear of how to implement the best demand generation strategy, so hopefully this series of blogs will explain. The key demand generation channels are social media, blogging, pay-per-click ads, company websites,emails and snackable content such as infographics. This post will focus on generating the best results from the blog channel.