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The Executive's Guide to Effective Lead Nurturing

Posted by Doug Davidoff

Jan 27, 2017 10:00:00 AM

The Executive's Guide to Effective Lead NurturingThe following is an exerpt from our ebook The Executive's Guide to Effective Lead Nurturing

Lead nurturing has become a critical part to business success in today’s technology-savvy marketplace. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen) Gone are the days of cold calling and waiting for customers to break down the doors for your product or service. Social media sharing and access to unlimited information online has allowed for businesses to conduct research on a product or service, and make a purchase decision on their own. Much research supports that buyers are typically 60-90% through their decision-making process before they actually speak to a live person; and even when they engage with a salesperson earlier there is more competition for their attention than ever before. How can your business stand out in this clutter of information and position itself as “the” best option for customers?

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Topics: Lead Nurturing

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

Are You Making These 6 Lead Nurturing Mistakes?

Posted by Stacy Bouchard

Aug 23, 2016 2:00:00 PM

Lead-nurturing-mistakes.jpgLead nurturing…all the cool kids (in this case, successful marketers) have a lead nurturing approach in place, right? After all, as many as 75% of leads aren’t ready to buy and it is up to marketing to help them along their buyer’s journey until they become real, paying customers.

Seems like a no brainer. Lead nurturing is the way to go. Just last week I was having a conversation with a former co-worker. She was talking about her company’s recently implemented lead nurturing approach and how excited they were about it.

I was glad to hear they were thinking about their leads this way. However, I walked away from the conversation wondering if their approach was going to leave their leads feeling nurtured or spammed.

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Topics: Lead Nurturing

7 Ways to Optimize Your B2B Thank-You Pages

Posted by Ellen Salzler

Jul 29, 2016 1:00:00 PM

7 Ways to Optimize Your B2B Thank You PagesHooray! Visitors are coming to your site and converting! They are willingly filling out your forms to get the content you are offering. Congratulations on a job well done. But wait...isn’t that just step one?

What comes next is another opportunity to provide valuable information to your new contact. It’s up to you whether or not you capitalize on that opportunity or let it pass you by like many B2B companies do.

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Topics: Lead Nurturing, B2B Sales Strategy

Want A Rock Star Blog? Be Sure You Address These 8 Areas

Posted by Matt Polashuk

Feb 10, 2016 11:00:00 AM

Blogging_Best_PracticesBlogging is a term that has taken off over the years but not just for moms who want to talk about their favorite recipes or 20 something’s who want to write about their summer Eurotrip. Recently, forward-thinking businesses have realized it’s true value as a lead generation and lead nurturing tool, driving significant web traffic and providing clients and prospects with important industry information. All items which lead to more sales.

This is not just my opinion, as the data exists to back me up. HubSpot’s 2014 State of Inbound report determined that marketers who have prioritized blogging are 13x more likely to enjoy positive ROI. Additionally, 82% of marketers who blogged daily acquired a customer using their blog and 57% of marketers who blogged monthly brought in new business as well.

While the blogs we write differ based on our target audience and the nature of our businesses, there are things that all B2B companies should pay attention to in their approach to blogging. Here are eight things to consider that will help you get the most bang for your buck from your blog.

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Topics: Lead Generation, Inbound Marketing, Lead Nurturing

3 Types of Lead Nurturing Campaigns that Drive Growth

Posted by Stacy Bouchard

Jan 13, 2016 4:00:00 PM

lead-nurturing.jpgDid you know that 98% of marketing qualified leads (MQLs) never result in closed business? That is a scary statistic. Think about all of the work that goes into creating a website, landing pages and premium content offers to attract and convert website visitors into known leads. And then think about the additional work that it takes to move them from simply a qualified lead to an MQL.

That statistic is more than scary – it’s also heart breaking for marketers. Only 2% of MQLs result in closed sales. Something has to change. If we are doing our jobs well on the front end – in the attract and convert phases – then certainly we can do better than 2% and produce more and better sales qualified leads (SQLs) that close!

Thankfully, we can improve the results – through lead nurturing. In fact, nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads (Source: DemandGen).  If you haven’t developed a lead nurturing program, now’s the time to get started. And if you have been nurturing, be sure that you’re doing it effectively.

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Topics: Lead Nurturing

How to Develop Effective Lead Nurturing Programs

Posted by Doug Davidoff

Nov 30, 2015 11:00:00 AM

Lead-nurturing-ebook.pngThe following is an excerpt from our latest ebook, The Executive’s Guide to Effective Lead Nurturing. You can download the entire ebook here.

Lead nurturing has become a critical part to business success in today’s technology-savvy marketplace. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Demandgen) Gone are the days of cold calling and waiting for customers to break down the doors for your product or service. 

Social media sharing and access to unlimited information online has allowed for businesses to conduct research on a product or service, and make a purchase decision on their own. Much research supports that buyers are typically 60-90% through their decision-making process before they actually speak to a live person; and even when they engage with a salesperson earlier, there is more competition for their attention than ever before. How can your business stand out in this clutter of information and position itself as “the” best option for customers?

Read More

Topics: Lead Nurturing

6 Reasons Your Business Must Be Actively Blogging

Posted by Doug Davidoff

Nov 9, 2015 4:00:00 PM

demand-generation-bloggingI was with a client who was sharing their new plan to aggressively implement an inbound marketing strategy. As he was briefing his team on the importance of the blog, he said something that struck me. He told them, “The entire reason we blog is for SEO traffic.”

It struck me not because it’s inaccurate – blogging is among the most effective SEO tactics out there – but because it was incomplete. Blogging does so much more than just drive quality traffic.

I’ve been blogging for more than 10 years now and I can unequivocally say that blogging has been the single greatest, most leverage-able thing I’ve ever done. Several years ago I calculated the value of blogging for me at around $2.2 million. Today it’s a multiple of that.

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Topics: Inbound Marketing, Lead Nurturing

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