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5 Ways to Incorporate Personalization into Your B2B Marketing

Posted by Stacy Bouchard

Jan 5, 2016 4:00:00 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 9:00:00 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 3:00:00 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 2:00:00 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 2:30:00 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 7:00:00 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 2:00:00 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

The Third Discipline: Bridging B2B Sales and Marketing

Posted by Doug Davidoff

Mar 23, 2015 2:00:00 PM

b2b-sales-marketing-alignment-1Last week I shared the results of some fairly extensive research into the attributes of companies that scale growth. One aspect that I didn’t mention, but that is inherent in scaling growth is the focus and importance they place on developing and maintaining the alignment between sales and marketing.

The vision that most executives have about how sales and marketing works looks like this. Marketing “builds the brand,” creates awareness and drives interest and leads. Seamlessly the sales team picks up these leads and makes instantaneous contact where the prospect welcomes them for a meeting. That meeting quickly turns into a proposal that is readily accepted and funded. Growth becomes effortless.

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Topics: Lead Generation, Sales Development

The 3 Ingredients of Successful B2B Lead Generation Campaigns

Posted by Doug Davidoff

Dec 19, 2014 1:00:00 PM

success-recipeBlogs, landing pages and social media are all powerful tools for accelerating the growth of your company. However, if dramatically increasing the results of your B2B lead generation efforts is your primary objective it is not enough.

Content marketing is an important component for effective lead generation and management systems, however, too often that content ends up being like the proverbial tree falling in a forest with no one there. With the investment you make in creating great content, the importance of lead generation and lead nurturing campaigns grows.

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Topics: Lead Generation

Creating B2B Lead Generation Campaigns That Work

Posted by Doug Davidoff

Oct 23, 2012 12:07:00 PM

Unequivocally, it is time to focus on growing revenue.  To do that, businesses must transform their lead generation efforts into predictable, sustainable and leveragable pieces of their go-to-market strategies.

 

Think about this:

 

  • What impact would a steady stream of high quality leads do for your sales efforts?
  • How much time, money and energy have you expended in an effort to develop such leads?
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Topics: Lead Generation, B2B Sales Strategy, Demand Generation