Content marketing is not just content for content’s sake. To be successful, every piece should drive a larger strategy—one that attracts, nurtures and engages leads at every stage of their journey.
Category Archives: Lead Generation
In sales, a lead is defined as a “potential sales contact.” But what constitutes “potential?”
Depending who you talk to, “potential contact” can be anything from a purchased name in a database to someone who filled out a web form, replied to an email blast, or dropped their card in the fishbowl at a trade show.
Some of these options are clearly more qualified than others. Read More
Did you know that lead follow-up phone calls made within five minutes of a lead filling out a form were 80% more successful than a call made just five minutes later? How well you manage your leads has a big impact on the effectiveness of your marketing and sales efforts. Read More
The first time you talk to a lead, you get all the introductions out of the way, learn the important basic information about the lead’s company, and share what your company does. The next time you talk to that lead, you skip over the introductions and run a sales call tailored to what you now know about that lead.
You need to market the same way: Don’t send generic marketing messaging to prospects that you know. Send them messaging targeted to their needs. This kind of marketing is called “lead nurturing.”
Technology has changed, and so have buyer behaviors. That’s why, although a strong sales team is as important as it ever was, a good digital marketing effort built on the foundation of a “sales optimized” website is becoming more and more essential.
Content is the centerpiece of your inbound marketing efforts. If you can’t make anything people want to read or view – then share with their friends or co-workers – your inbound marketing campaign will never get off the ground.
You know you want to make positive impressions in your market and gather inbound leads, but because there are practically limitless directions you can go in to produce marketing content, it can be difficult to know where to start.
As we mentioned in last week’s post, the vast majority of product research begins with a click of a mouse, and buyers are “self-selecting” more than ever before. And, as indicated in our recent infographic, Demystifying SEO, 60% off all clicks go to the top three results. Not only do you need to be found – ideally you need to be found first.
Not too long ago the sales and marketing game was very different. Magazine ads, phone books, cold calling and feet on the street were some of the primary outreach methods and the only way a prospect had to get detailed information about a new product was to pick up the phone book and start dialing around.
Technology has changed and with it, so have buyer behaviors. Instead of tossing out the first pitch, sales is often getting into the game well after the seventh inning stretch. Product research begins with a click of a mouse, and buyers are “self-selecting” more than ever before.