I recently went to a large well-known Swedish furniture shop to buy a sofa, and ended up leaving with a cheese grater and some light bulbs.
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.
With the quarter-finals of the 2014 FIFA World Cup starting tomorrow, the atmosphere is reaching fever pitch in Brazil. As the remaining teams battle it out, it’s clear that a main factor in achieving success is accurate and efficient passing. This is the same as the relationship between B2B sales and marketing, because only by completing a first-class pass of a lead from marketing to sales, can everyone benefit and the company succeed.
Uniting sales and marketing and focusing their attention on the needs of the prospects are sure-fire ways to generate leads, sales and revenue for your business. To see the best results from this alignment though, there needs to be a continuous collaboration and a commitment to information sharing between the two parties.
Sales and marketing are the petty squabblers of the business world. Sales believe that marketing aren’t providing enough high-quality leads; and marketing believes that sales aren’t converting enough of the leads they do provide.
As discussed previously in this blog, B2B lead generation activity requires huge amounts of research and planning, which is why we created the planning manual and accompanying spreadsheet. Only by reviewing past data from your marketing and sales activity can you begin to plan your future strategies.
The strongest foundation for any lead generation activity is the traditional marketing channels; email, direct mail, telemarketing, events, website, Pay-Per-Click and media advertising. But, in order to utilise them to their full potential, you need to work out what works best for your business and your prospects. What works for one organisation, may not work for another. So, there is always a need to individually review the results for each of the channels used in your past lead generation activity.
‘Nearly one-half (46%) of decision-makers say they now maintain a proﬁle on a social networking site and visit those sites at least once a month for business purposes’ - Forrester survey of business technology buyers.
The persona documents have been created and the marketing team are ready to start drafting the targeted messaging, engaging content and lead generation communications. But first they have to ask one vital question – what does a lead ‘look’ like?
Ok Sales and Marketing, huddle up.
To the B2B marketers out there who have just read the title of this blog post and either fainted (like a Victorian lady clutching at her handkerchief) or started shouting profanities at their screen... let me explain.
Previously in this blog we’ve discussed how ‘boring’ B2B marketing can be. The combination of lifeless creative, dull content and endlessly exhausted communication channels (such as direct mail and telemarketing) meant B2B marketing was considered ‘mind-numbingly dreary’. But times have changed...
Ten years ago at a fictional high school called ‘Marketing High’, there was a group of friends called ‘The Channels’. This little gang had members such as Email, Telemarketing, Trade Shows and Print Ads. But, the leader of the posse was undoubtedly Direct Mail. He was a legend. Everybody admired him, looked up to him and he really was the ‘King of Cool’. I think he even had a leather jacket.
With phrases like ‘Social Media’, ‘Tweeting’ and ‘Trending’ now an established part of our everyday vocabulary, is email heading the way of the Dodo? The simple answer is no; it’s still a very valuable tool in every marketer’s arsenal… but only if it’s done right.
Take a look around your house and you’re bound to find items that you just couldn’t wait to buy. But, now that you’ve bought them, they just aren’t as good as you’d hoped and they sit there aimlessly providing neither function nor aesthetic.