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

Posted by Maria Votlucka

Jan 19, 2016 12:00:00 PM

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

[Free Tool] The 8 Elements of an Effective Landing Page

Posted by Matt Polashuk

Jan 12, 2016 4:00:00 PM

Landing-page-example.pngLast week, Ellen wrote about improving conversion rates on landing pagesToday, I’m going to take a deeper dive into the elements of an effective landing page.

For those unfamiliar with the term, landing pages are web pages that allow you to capture a visitor’s information through a conversion form. Think of them as a sales rep that is working 365, 24/7 for your business. Capturing leads through landing pages is not only an effective method of lead generation but has become a primary and vital method for any business to build out the top of their sales funnel.

While landing pages should not be thought of as a one-style-fits-all tool, there are certain elements of a landing page that must be included in order to garner optimal results. 

According to Hubspot, the elements of an effective landing page include a headline, hidden navigation, context, images, and forms. At Imagine, I have utilized these elements along with other components to create landing pages that fulfill their purpose of converting visitors to leads.

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Topics: Lead Generation, Inbound Marketing

4 Insights to Increase Landing Page Conversion Rates

Posted by Ellen Salzler

Jan 6, 2016 3:30:00 PM

4 Insights to Increase Landing Page Conversion RatesIt’s a small victory when a visitor comes across your site and navigates to a landing page. What makes it a big win? With all the hard work you’ve done to get that visitor to your site, when they continue along a conversion path to fill out your form and become a lead…well, that’s worth celebrating!

When that visitor turns out to be one of your buyer personas in the midst of their buyer’s journey, that’s even better. Of course, part of the journey includes entering the top of your funnel by following the lead conversion path you’ve designed for them. A lead conversion path is made up of 6 elements:

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Topics: Lead Generation, Inbound Marketing

5 Ways to Incorporate Personalization into Your B2B Marketing

Posted by Stacy Bouchard

Jan 5, 2016 5:00:00 PM

b2b-marketing-personalization.jpgRemember the theme song from the show Cheers? In case you forgot, here’s the chorus to stir your memory…

Sometimes you wanna go…

Where everybody knows your name

and they're always glad you came.

You wanna be where you can see,

the troubles are all the same.

you wanna be where everybody knows your name.

If someone were to pick a theme song around using personalization in B2B marketing strategy, it would be this one. Isn’t this how you want your prospects to feel when they interact with you?

I think everyone likes walking into a room where people greet you by your name. But more importantly, they like to know that someone understands their troubles. Personalization can help you be that someone to your buyer personas.

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Topics: Lead Generation, Inbound Marketing

The Fastest Way To Kill Your Blog (& What To Do About It)

Posted by Doug Davidoff

Dec 7, 2015 10:00:00 AM

Screen_Shot_2015-12-06_at_5.41.47_PM.pngI had a conversation recently with someone who told me that blogging didn’t work. He’d been blogging for years and only saw moderate increases in traffic and little to no increase in leads generated as a result of blogging.

His company had been blogging pretty consistently. There were occasional gaps in posting blogs, but his company certainly averaged more than a blog a week over an extended period of time.

As a result of this conversation, I offered to review his blog to see if I could figure out why it wasn’t creating meaningful results. He agreed and after spending a little bit of time reviewing his company’s posts, I was quickly able to determine the root cause of the problem.

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Topics: Lead Generation, Inbound Marketing, Demand Generation

Is Cold Calling Dead?

Posted by Doug Davidoff

Dec 3, 2015 4:00:00 PM

is-cold-calling-dead.jpgIn 2009, I wrote a post that got some provocative responses asking the question Is It Time to Kill The Cold Call? On Tuesday, I commented on a post on HubSpot’s sales blog by Leslie Ye, Wake Up, Cold Callers: 6 Reasons I’ll Never Buy From You. Clearly the last eight years have not settled this topic. One only need look at the comments to see the passion – and difference – of opinions.

The message of the post was that cold calling doesn’t work (or at least rarely works) because, “Cold calls and emails are annoying, interruptive, and rarely useful. And it’s no wonder: With more information available to buyers and sellers than ever before.”

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Topics: Lead Generation, Inbound Marketing, Sales Development, Demand Generation

The Difference Between Demand Generation & Lead Generation

Posted by Doug Davidoff

Sep 4, 2015 3:00:00 PM

Recently, I’ve heard a lot more conversation about demand generation and lead generation than I have for some time. Unfortunately, it’s been caused by people treating the terms like synonyms.

While this is certainly a topic where I get more geeked up than the average businessperson, the difference is important enough that everyone involved in growing a business should understand it.

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Topics: Lead Generation

How To Design Your B2B Prospecting Approach to Achieve Consistent, High Value Results

Posted by Doug Davidoff

Aug 24, 2015 3:30:00 PM

b2b-prospecting-flow.jpgA couple of weeks ago, I was asked a question in a forum I participate in about how we build our target lists and organize our outreach efforts. We probably spend more time than most contemplating these issues, as we not only implement this for ourselves, but for a number of clients as well.

As I shared in a post recently, the key to success in virtually any endeavor is clarity around “the plumbing” of the process. So before I focus on the actions we take, I’m first going to highlight some key issues in setting up a foundation to succeed in your outreach efforts.

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Topics: Lead Generation, Sales Development

Utilizing Growth Driven Design to Add Personalization To Your Website

Posted by Doug Davidoff

Aug 22, 2015 8:00:00 AM

Six weeks ago, I wrote a post on utilizing a growth driven design approach to manage your website. The gist of growth driven design is that it enables you to take an iterative and agile approach to website development and improvements.

In that post, I highlighted how we’ve been able to make big revisions in the structure, layout and messaging of our website without having to reengage in a web development process.

Today I’d like to share the story behind our latest iteration and highlight an important emerging trend in utilizing personalization throughout a company website.

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Topics: Lead Generation, Inbound Marketing, Lead Nurturing

Attracting the RIGHT Website Traffic for Lead Generation

Posted by Stacy Bouchard

Apr 14, 2015 3:00:00 PM

drive-the-right-traffic-to-your-websiteIt’s time for the monthly sales and marketing meeting…you know the one…all attendees give an update of some kind on their assigned KPIs. As the marketing person, you’re responsible for reporting on website traffic. The higher the number of visits, the happier the powers that be are. After all, increasing traffic means increasing sales, right?

In many small to mid-market B2B organizations, the number of visits over a defined period of time is considered a KPI and is discussed on a regular basis. What sometimes gets lost in that discussion is the number of conversions those visits actually lead to.

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Topics: Lead Generation, Inbound Marketing