With white papers emerging as the go-to tool for many demand generation campaigns, Principal & Founder of The Appum Group Jonathan Kantor released a new book dedicated to providing marketers with best in class tactics for white paper composition. The new book, “Crafting White Paper 2.0,” offers marketers insights into best practices around visual elements as well as utilizing case studies to optimize readership and response.
By Dan McDade, President, PointClear
In our era of communications overload, it can often take up to a dozen “touches” to effectively reach prospects and qualify them as sales-ready.
By Bob Good , Founder & CEO of Good Leads
The knee-jerk response for many companies during the recent economic downturn was to cut discretionary spending. Unfortunately, these line item cuts often had an adverse effect on business development and lead generation. To help their clients and prospects work around this budget squeeze, Salem, NH-based Good Leads developed several new programs including a “stimulus plan” and a “vertical validation,” offer for its clients.
By Bob Bahramipour, CMO, InXpo
Until recently BtoB marketers have had limited online tools for demand generation. While consumer marketers have long had a variety of online tools available to them, such as Yahoo!, YouTube, FaceBook, Hulu, BtoB marketers,on the other hand, have been forced to rely mainly on search engine marketing, direct response email and some display advertising to get in front of potential prospects.
By Ardath Albee, Marketing Strategist and Author of the Marketing Interactions Blog
As BtoB marketers of complex sales gain traction in developing content across buying stages, they've got to remember that answering objections and correcting reversals is not just a sales activity. With sales conversations pushed farther back in the buying process, you can lose prospects before they ever speak with your sales reps if you don't remove any doubts that arise for them along the way.
By Jeff Liebl, VP Marketing & Product Sales, eBureau
The biggest challenge with buying sales leads from third-party affiliates and aggregators today is the difficulty in measuring lead quality and predicting return-on-investment. In some product/service categories, it may take weeks or even months before a buyer can clearly assess the quality of a given lead based on whether or not it converted. Moreover, quality can be volatile month to month, even from the same lead source. If you can’t reliably measure quality, how do you know if you’re paying the right price for leads?
SOLUTION SNAPSHOT:
Marketbright provides a leading platform for on demand marketing automation and optimization. Marketbright is both easy to use and also extremely configurable so organizations of all sizes can collaborate on, plan, and execute multichannel campaigns, nurture and score leads, and monitor and demonstrate marketing’s influence on sales pipeline.
Reaching key decision makers is top of mind for salespeople, but the lack of access the C-Level can incur missed sales opportunities. Focused on providing key tactics to reach the C-Level decision makers responsible for approving top-dollar deals, new book “Selling to the C-Suite” compiled responses from CXO-level executives about their professional relationships with salespeople.
By Prugh Roeser, Founder, The Devereux Group, Inc
The BtoB marketing fight is for prospects, not customers, and winning the fight for prospects has become as important as sending the right leads to sales. This article explores how prospect retention impacts every aspect of lead nurturing:
By Jim Lenskold, President, The Lenskold Group
This is the fourth article in the four-part series on Maximizing Lead Generation Marketing ROI. The other articles in this series include: Part 1: Lead Quality Counts Part 2:Insight, Alignment & Action Part 3: Measuring Effectiveness
In addition to measurements for specific tactics, which we covered in Part 3 of this 4-part series, marketing executives must be attentive to overall performance management. This involves monitoring and measuring key metrics to understand the collective impact of all marketing and sales efforts, to ensure business goals can be met, and to support business decisions.
