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If Your Leads Stink, Time to Update Your Buyer Personas
You’ve seen the Internet decimate industries such as record labels, newspapers, and cable TV—and in case you haven’t noticed, it’s crushing the B2B sales rep’s ability to get in front of qualified...
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6 Skills Today’s Lead Nurturers Must Have
Your prospects are shopping online for solutions, with or without you. Whether or not your prospects know they have a problem your company can solve, our modern culture of Internet empowerment has made...
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Ditch the Pitch: How Content Marketing Creates the Conversation that Drives...
Ah, the sales funnel. As a marketer, you’re no doubt familiar with this ubiquitous image: contacts fall into the top and by some kind of magic become leads, then qualified leads, then sales-ready...
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Cutting Through the Content Clutter
Content has clearly crossed a tipping point, as evidenced by how much crap shows up in my inbox and social media feeds. When I look at my inbox, I occasionally get good offers from companies I’ve never...
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Is Content The Solution for Your Shrinking Sales Pipeline?
Despite a vibrant U.S. economy and an ever-expanding arsenal of technologies to help both salespeople and marketers reach more prospects, many companies continue to struggle to grow sales. Why? And...
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What are the building blocks of a lead generation strategy?
Where most B2B companies are investing in content marketing, less than a quarter are satisfied with their return. Many factors contribute to this dissatisfaction, but the primary reason that I’ve run...
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The 7 Attributes of Highly Effective Lead Generation
It used to be that darkening the skies with sales reps, albeit expensive, was the best way to grow a B2B company—more feet on the street equaled more opportunities. But in a world where prospects hide...
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How can you produce content for me when you’re not an expert?
A common issue in B2B companies with a complex product or service offering is whether or not they can outsource content production that will resonate with prospects. Producing content in-house isn’t...
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Will content marketing ever eliminate the need for salespeople?
It seems like every disruptive Internet trend leads to predictions of the death of an old trend. Print is dead. Cold calls are dead. SEO is dead. Now with the rise of content marketing, we’re wondering...
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Selling With Content: What’s Repeatable and What’s Not?
What does a perfect world B2B sales process look like?For me, that looks like marketing generating enough qualified leads so that most of my time is spent having productive sales conversations....
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5 easy steps to building ongoing thought-leadership content
The development of ongoing, thought-leadership content has become the necessary element for a marketing program that increases visibility and produces leads, but it’s not enough simply to publish a...
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From Branding to Demand Generation
How First Rate Uses Thought Leadership Content to Grow the BusinessHaving the same brand since their start in 1991, First Rate knew they had to make some major changes if they were going to compete...
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What’s the role of a content strategist?
Most B2B companies have stuck a toe in the content marketing water by shifting some of their resources to generate white papers, thought-leadership articles, infographics, and video— primarily for use...
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How to gain a competitive advantage through your content
We are all looking for a competitive advantage, and if you’re fortunate enough to be selling a completely unique product from a well-known firm to a needy market, you probably don’t have to be very...
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Feeding Sales Is a Process, Not a Project.
For decades, the B2B marketer has been a manager of projects. They develop white papers, email campaigns, go to trade shows, and—well, you know, execute on lots of projects. Project-based marketing...
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Marketing's 2017 Quota starts Today!!!
Your Sales team will come into the office tomorrow morning and begin the Q4 push. Some reps will be scratching back from a tough summer trying to hit quota while the over-achievers reach for club and...
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The Top 5 Mistakes Companies Make Building Demand Generation
Most B2B companies are realizing that, to hit their growth goals, they need to shift the focus of their marketing from branding and awareness to lead generation. So they task marketing leadership with...
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What Does a Demand Generation Program Actually Look Like?
As a marketing leader, have you been tasked with building a demand generation program designed to funnel leads to salespeople? For most B2B companies with a complex, relationship based selling process,...
View ArticleThe Blame Game: Whose Responsibility is Lead Generation?
When the flow of wins coming out of your sales department begins to slow down, the natural thing to do is to reexamine your sales strategy—and even your sales personnel. But before you dive into more...
View ArticleWhy Perfect Branding Isn’t Enough to Connect with Buyers
Once upon a time, branding was an indispensable part of a company’s success in B2B sales. Marketing budgets spent on bold logos, memorable slogans, pricey sponsorships and colorful presentation were...
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