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7 Ways to Use Video in B2B Email Marketing Campaigns

Posted by Stacy Bouchard

Nov 1, 2016 1:00:00 PM

add-video-email-marketing-campaigns.jpgEarlier this year I wrote a post about why B2B marketers should be using video as part of their overall strategy. In that post, I talked about the versatility of video and how it can be used in a variety of ways. One of those ways is email.

Email remains one of the most effective channels available to B2B marketers. Did you know that the number of email users worldwide is currently 2.6 billion and is expected to grow to over 2.9 billion by 2019? That is nearly three times as many user accounts as Facebook and Twitter combined.

To support adding video to your email marketing strategy, consider this: according to the email marketing company Emma, adding video to your email campaigns can increase click rates by 300%. That sounds significant enough to give it a try, right?

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Topics: Inbound Marketing, Lead Nurturing

6 Ways You're Scaring Your B2B Leads Away

Posted by Stacy Bouchard

Oct 25, 2016 3:00:00 PM

scare-away-your-leads.jpgEverywhere you look these days, there’s something that’s been designed to give you a chill. From spooky jack-o-lanterns to ghosts and witches to creepy clowns, it’s the scaring season.

In less than a week, kids will be dressed up and invading neighborhoods across the country in search of treats. Where I live, we don’t get many trick-or-treaters. Those who do stop by get a friendly greeting – nothing too scary – and take home a big handful of treats.

In some ways, trick-or-treaters are a lot like B2B leads. Depending on how you present your company and what you offer, they may be scared away before they ever ring the doorbell.

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Topics: Lead Generation, Inbound Marketing

5 Things B2B Marketers Should Be Thinking About for 2017

Posted by Stacy Bouchard

Oct 19, 2016 4:00:00 PM

planning-time-of-year.jpgThis time of year brings many things…raking leaves, carving pumpkins, crisp mornings…and for many B2B marketers, planning. That’s right…Q4 is the time to start laying the groundwork for next year.

Planning can be overwhelming. There’s so much to consider and so much to review. Today’s B2B marketing world is changing so fast. Just as you get your head around the latest demand generation trends new ones are emerging.

Couple that with the day-to-day level of craziness most marketers experience and thinking about the future can become a scary endeavor quickly. In fact, I think I’d rather rake leaves….every day…for a month.

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Topics: Inbound Marketing

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

5 Reasons Your Sales Team Is Not Using the Content Marketing Creates

Posted by Stacy Bouchard

Oct 4, 2016 1:00:00 PM

sales-not-using-marketing-content.jpgIn my Twitter feed this morning, I came across a statistic that got my attention. Here it is. According to the American Marketing Association, 90% of marketing deliverables are not used by sales.

WHAT?! 90%?! As a marketer, I am well aware that the sales team doesn’t always use the materials marketing creates for them. But 90%? OUCH.

Why is that? Are we really so disconnected from our sales team (and apparently our customers too) that 90% of what we create never gets used to actually close business?

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Topics: Inbound Marketing

3 Reasons Not to Pursue Demand Generation-Inbound Marketing

Posted by Doug Davidoff

Sep 30, 2016 1:00:00 PM

3-reasons-not-to-pursue-demand-generation.jpgAnyone who knows me knows that I'm a BIG fan of demand generation and inbound marketing. The only thing I may like more is baseball. 

Readers of this blog know that one reason for my fondness is that Imagine provides services in these areas. What many may not know is that we didn't actually start as an inbound marketing or demand generation agency. When Imagine was founded, we actually focused on solving the bottom-of-funnel sales problem. We practiced demand generation and inbound marketing for ourselves but it wasn't included in the services we provided to our clients. 

We were such fans of the impact it was having on our business that we decided to focus our entire business on creating the same success for others. While I firmly believe that the strategies and tactics associated with inbound marketing and demand generation can benefit every company, my experience has taught me that not every company should go down that path. 

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Topics: Inbound Marketing, Demand Generation

4 Inbound Tactics that Can Impact Trade Show Success

Posted by Stacy Bouchard

Sep 27, 2016 1:00:00 PM

tradeshowfloor.jpgUntil about two years ago, I was what is called today, a traditional marketer. I was responsible for a wide range of things. My days were filled with things like writing case studies and ad copy, branding initiatives, graphics support, direct mail campaigns, anything and everything associated with the website…the list goes on and on.

One of my favorite things from my life as a traditional marketer is trade show coordination. I love everything about it. From planning how things will look to executing pre and post show activities to working with staff to target specific attendees…I love it all.

The question is does making the transition to inbound marketing mean that I have to leave trade shows behind?

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Topics: Inbound Marketing, Demand Generation

5 Ways to Build an Effective B2B Editorial Calendar

Posted by Stacy Bouchard

Sep 20, 2016 2:00:00 PM

build-b2b-editorial-calendar.jpgAs a B2B inbound marketer, I spend a lot of time and energy creating content. Everything from blog posts to case studies to white papers to ebooks…you name it…and I’ve probably created it.

Because I spend a lot of time on content, when it doesn’t perform well, it is very frustrating. Sometimes I feel like I’ve spent hours creating something for essentially no gain. When I see two or more strikes in a row, I feel like throwing in the towel.

But throwing in the towel is not the right thing to do. As I have learned, making a few tweaks to the content itself or to the process can have a significant impact on results. And it all starts with the editorial calendar.

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Topics: Inbound Marketing

5 Keys to a Balanced B2B Sales Pipeline

Posted by Doug Davidoff

Sep 7, 2016 2:00:00 PM

declining-results.jpgA couple of weeks ago, I was catching up with a CEO I'd met through the speaking I do. He runs a mid-market company and several months ago he told me that he was implementing inbound marketing at his company. He was excited about the potential it brought and had credited the presentation I made to leading to the decision.

So I was checking-in with him to see how things were going. Unfortunately, I wasn't surprised with what he said. He told me, "Doug, we're still committed to inbound, but frankly we need to get our deal pipeline in order first. Sales are not where they need to be, and we are 'all hands on deck' to driving sales over the next 90 days."

I laughed (on the inside) when I heard this. I thought to myself, "Really...you've done little to no work on the top of your funnel in years, and your pipeline is weak. Who'da thought." I wished him luck, knowing that if I check back with him in 6 - 12 months his company will be weaker than it is today (which is weaker than it was 6 - 12 months ago). What's worse, he won't even realize that he's sealing his own fate.

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Topics: Inbound Marketing, B2B Sales Strategy, Demand Generation

Are You Making These 5 B2B Email Marketing Mistakes?

Posted by Stacy Bouchard

Sep 6, 2016 2:00:00 PM

b2b-email-marketing-mistakes.jpgI’m sure you’ve heard or read somewhere that email marketing is dead – or at least dying. I know I see blog posts and articles on that very topic on a regular basis. Some people keeping making that declaration even though the data clearly indicates that email marketing is very much alive.

Consider these statistics:

  • 73% of B2B marketers say email marketing is essential to growing their business. (Salesforce)
  • 59% of B2B marketers cite email as the most effective channel for generating revenue. (HubSpot)
  • 79% of B2B marketers say email directly generated ROI for their organizations. (Salesforce)
  • The number of email users worldwide is currently 2.6 billion and is expected to grow to over 2.9 billion by 2019. (MediaPost)

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Topics: Inbound Marketing