Maria Votlucka

Maria is Senior Inbound Marketing Strategist with Imagine Business Development.
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Recent Posts

9 Ways B2B Marketers Can Convert More Visitors to Qualified Leads

Posted by Maria Votlucka

Oct 18, 2016 12:15:15 PM

convert-more-visitors-to-qualified-leads.jpgAs an Inbound Marketing Strategist at Imagine, I spend time with my clients every month to review metrics and adjust our plan of attack based on what those metrics tell us. One of the things we consider is the visitor-to-qualified lead conversion rate.

Earlier this year, our marketing manager, Stacy, wrote a post about why your 10,000 visitors aren’t converting to new customers. While obviously, it is important to have visitors, if they never convert to customers that indicates a problem with your approach.

In a recent study, Holger Schulze of LinkedIn’s B2B Technology Marketing Group noted that 59% of respondents said generating high-quality leads is a top priority. And in my personal experience working directly with clients, I would say the priority of generating quality leads for B2B SMEs is closer to 100%.

The first step in that process is for the contact to simply move from a visitor to a qualified lead. If that step is broken, the rest of the process is doomed.

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Topics: Inbound Marketing, Performance

Are You Ready to Win With Millennials - 7 Things B2B Marketers Need to Know

Posted by Maria Votlucka

Jun 23, 2016 3:00:00 PM

B2B-Marketing-to-MillennialsIs your B2B marketing strategy stuck in the dark ages? When was the last time you revisited your personas? Chances are if you haven’t looked at personas in the past six months and revisited your targeting, you’re running the risk of losing out on an ever-changing demographic of savvy new buyers...Millennials.

According to U.S. Bureau of Labor Statistics data, Millennials hold about 20% of all management jobs. This is a huge increase from 3% in 2005 and according to Chief Marketer, over the next 20 years, Millennials will have the most buying power. Sacunas points out that by 2025, Millennials will comprise 44% of the U.S. workforce.

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Topics: Inbound Marketing, Demand Generation

Make B2B Email Marketing Great Again: 5 Email Marketing Metrics You Can’t Ignore

Posted by Maria Votlucka

Feb 18, 2016 12:00:00 PM

 What B2B Email Marketing Metrics are Most Important?Your SME’s B2B email marketing efforts should be the definition of an inbound marketing success story; continually setting the standards of excellence for your industry. Why? Because email marketing isn’t just big, it’s “Huuuuge.” According to WebMarketing123, 66% of marketers say that email marketing is their top performing marketing channel. 

Regardless of overflowing email inboxes across the planet, don’t buy into the myth that “People are inundated with emails today, and they simply won’t read marketing emails.”  It’s possible to get in front of the marketing noise with an email marketing message that reaches the right audience at the right time, increasing your ROI - but how? 

Before you can determine how to increase your email marketing ROI, take a step back and assess if you’re currently achieving the results that you want. You’re probably not since you’re reading this blog, so what’s a B2B marketer to do? Is the answer to send more emails more often? Not necessarily - so don’t burn the midnight oil just yet crafting another “brilliant” email or zoning out on metrics that don’t help you take action.

To quote Donald Trump, “In the end, you’re measured not by how much you undertake but what you finally accomplish.”

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Topics: Inbound Marketing, Performance

Want More Inbound Leads? Make Sure Your Premium Content Doesn't Suck

Posted by Maria Votlucka

Jan 19, 2016 11:00:00 AM

According to the Content Marketing Institute, in 2016, B2B organizations plan to produce 76% more content than in 2015. That’s a lot of marketing noise! To boot, CMI also reports that in 2015, 64% of marketers didn’t have a content strategy and only 30% of marketers said their content was effective. 

Get More Inbound Leads with Your Premium ContentThose numbers are unnerving considering the blood, sweat and tears (time, more time and money) that you invest in developing premium content pieces such as whitepapers, ebooks, case studies, how-to guides, etc. Premium content is key to your business’ success! Whether your offer is for the epiphany (above the funnel), awareness (top of the funnel), consideration (middle of the funnel) or decision stage (bottom of the funnel) of the buyer’s journey, to achieve success your strategy must be aligned with how buyers engage, learn and consume content today - not 6 months ago.

So how do you get the most ROI from your premium content? Start with your buyer personas. To grab their attention, capture them as a lead and guide them down the path to becoming delighted paying customers, your premium content must be focused on what matters most to them. Do you know how effective your premium content is?

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Topics: Lead Generation, Inbound Marketing