By J. David Green | Content Marketing
Content marketing is booming. According to the 2017 B2B Content Marketing Trends, 39% of companies are increasing investment in content marketing. And yet most companies are not creating effective content. Want proof? Two of the leaders in B2B funnel benchmarking, SiriusDecisions and Forrester, will tell you that inquiry-to-closed-won conversion ratios are often below two percent […]
Continue reading
By Brian Carroll | Customer Experience
I had coffee with a potential partner, and our conversation ebbed to us talking about our business and marketing approach. I spoke about why I freely share ideas and help people. He replied, I think companies [like yours] give away too many of their trade secrets on their website and blogs. You provide too much […]
Continue reading
By Brian Carroll | Empathy-based Sales
Do you focus on capturing product stories or customer-hero stories? The answer can make a huge difference in your sales and marketing results. Let me explain. Despite all the time, money, resources spent on improving sales productivity, just 13% of sales people produce 87% of revenue in a typical organization according to the Sales Benchmark Index. […]
The post How customer-hero stories help you connect better appeared first on the B2B Lead Blog.
Continue reading
By Brian Carroll | Empathy-based Marketing
How can marketers better connect with people we hope will become our customers? Over the past year, I’ve been researching why there’s such a disconnect between marketing and customers so I can understand how to bridge that gap. Why? Because right now, the trust gap between marketers and customers has never been bigger. For example, […]
Continue reading
By Brian Carroll | Customer Experience
Have you looked at your lead management approach from the perspective of customer experience? If not, you may want to start now. Here’s why: The average conversion rate of marketing qualified leads to customers is low. You may be wondering: how low? According to Forrester, top performers convert 1.54% of marketing qualified leads to revenue. […]
The post How to do lead management that improves conversion appeared first on the B2B Lead Blog.
Continue reading
By Brian Carroll | Customer Experience
Who should own B2B lead generation: sales, marketing or both? You might be thinking, “isn’t the answer obvious?” It’s not. Let me explain. I hear the same problem over and over. Sales and marketing aren’t doing a great job of executing lead generation because they both believe it’s the others job. And you know what? […]
Continue reading
By Brian Carroll | Content Marketing
When was the last time you looked at the quality and accuracy of your B2B persona and contact data? Getting the right content to the right people continues to be a challenge in B2B marketing and lead generation. Starting in the fall of 2014, Salesforce started to analyze more than 15 million data points, spanning […]
Continue reading
By Brian Carroll | Customer Experience
Have you intentionally managed and optimized your sales lead routing and assignment process? If not, you could be leaking sales, marketing ROI and not realize it. Let me explain. LeadData’s new report, The State of Lead Management, based on a survey of 527 B2B sellers and marketers found an average 25.5 % of marketing-generated leads […]
Continue reading
By Brian Carroll | Empathy-based Marketing
Does your purpose currently impact your marketing, revenue growth, and profit? If not, it should. Here’s why: According to research, curated by Mack Fogelson, consider the following: 73% of people care about the company, not just the product when making a purchase. (BBMG) 50% of purchases are made because of word-of-mouth (Brains on Fire) 85% […]
Continue reading
By Brian Carroll | Empathy-based Marketing
People aren’t looking for a reason to read your lead nurturing email messages, they’re looking for a reason to delete them.
Think about it.
It’s important to keep this mind because marketers rely on email as the top lead nurturing tactic and according to Econsultancy, it’s the best digital channel for ROI.
However, according to a MarketingSherpa survey of email recipients, 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor.
Continue reading