B2B Marketing Lessons from 2012

Posted on Thu,Feb 14, 2013 @ 10:00 AM

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Tags: Lead Generation, B2B Marketing, Lead Conversion, Marketing Trends

INFOGRAPHIC: Website Lead Generation

Posted on Wed,Nov 21, 2012 @ 10:00 PM

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Tags: Infographic, Lead Generation, Lead Conversion, Website Marketing

INFOGRAPHIC: B2B Lead Generation

Posted on Mon,Nov 12, 2012 @ 10:00 AM

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Tags: Content Marketing, Infographic, Lead Generation, B2B Lead Generation, Mobile Marketing, Lead Conversion, Lead Nurturing

Integrating Social Media and Lead Nurturing

Posted on Thu,Jun 14, 2012 @ 10:00 AM


Lead nurturing is defined as consistent and targeted communication to move your leads further down the funnel. Since research also shows that social media and purchase decisions are closely linked, it follows that social media offers a natural opportunity for lead nurturing. From Hubspot, here are eight simple ways to combine your lead nurturing and social media marketing.

"Include social follow widgets in lead nurturing emails."
The more points of contact you can have with your leads, the better. Talking to your leads through both email and social  media gives you twice as many opportunities to expose them to content and pull them further down the sales funnel.

"Use social share modules in your emails."
Give your leads the opportunity to share your content with just one click. This can help build your company's social reach while also building a more personal relationship with your leads. Research has also shown that emails with social sharing buttons have a 115% higher click-through rate than emails that don't.

"Add social calls-to-action to thank-you pages."
A landing page should give viewers as many opportunities as possible to further connect with your company.

"Add social widgets in thank-you emails."
The first email a lead receives from you, often a thank you or confirmation email after they've taken advantage of a free offer, is an important point of contact and should include all your social widgets. A lead that follows you on social media is more likely to see other nurturing content that will move them further down the sales funnel.

"Initiate a lead nurturing workflow when a lead mentions your company on Twitter."
Integrated marketing automation can alert you when you're contacted by a lead via social media. This approach ensures leads don't fall through the cracks and utilizes multiple touchpoints.

"Utilize your employee's social media accounts."
Transparency on social media is expected. Prospects want to connect to actual people online. Encourage your employees to be active on social media and share your lead nurturing content to amplify your reach. Give your company a face by making it easy for leads to connect with sales people, and even management, via social media.

"Always respond to social inquiries."
Leads will often turn to social channels for feedback or questions. Unanswered inquiries will result in not only the lead probably not returning to your social channels, but also damage your company's online reputation. Closely monitor your Facebook account, Twitter mentions, LinkedIn comments, etc. to ensure that your leads are getting the attention they deserve.

"Monitor for branded terms that may indicate sales readiness."
Leads use social media to perform their research. Find sales-ready leads by social monitoring for branded terms in your industry.

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Tags: Marketing Automation, Sales Funnel, Social Media Marketing, Social Media, Monitoring Tools, Lead Conversion, Lead Nurturing

VIDEO: Turning Facebook Fans into Paying Customers

Posted on Tue,Mar 20, 2012 @ 10:00 AM


From Mikal Belicove of Entrepreneur Magazine, here's a short video about how to engage with Facebook fans and provide content that will add value and convert them into customers.



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Tags: Content Marketing, Facebook, Video, Lead Conversion, Customer Engagement

INFOGRAPHIC: Sales Messaging's Affect on Conversion Rates

Posted on Fri,Jul 29, 2011 @ 10:00 AM


From ZippyCart.com, here's an infographic about how sales messaging on e-commerce sites affects conversion rates.



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Tags: Website Design, Conversion Testing, Marketing Strategy, Infographic, Lead Conversion

Is Bing Currently the Best Deal in Paid Search?

Posted on Tue,Jul 19, 2011 @ 10:00 AM


Bing's share of the search market has grown from 9% in April 2010 to 30% one year later.



From ymarketing LLC, here are some reasons why marketers should funnel as much of their pay-per-click budget toward Bing.

Bing Cost Per Click Cost Less
The same keywords cost far less on Bing than they do on Google. So while fewer may see a Bing ad than a Google ad, you have a much better chance of getting lower costs per lead or conversion from Bing. Example:



Bing-Google Ad Platform Similarities
Keywords that work best on Google have similar results on Bing. Take advantage of Google's volume and better monitoring of click fraud to test, then import your Google campaign directly into Bing for lower ROI.

Recent Bing Platform Improvements
Bing recently made some changes to its daily budget options so now you only need specify how much you want to spend each day.

Greater Ad Flexibility on Bing
Bing and Yahoo! have a 40-character limit on pay-per-click ads, compared to Google's 25-character limit.

Sales and Conversion Rates
Retail companies tend to see better conversion rates with Bing, according to ymarketing LLC. They also found that while conversion rates for B2B are the same for Google and Bing, the cost-per-clicks on Bing are 50-70% lower.

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Tags: PPC, Google, Lead Conversion, Advertising, Bing

Why Your Business Should Blog

Posted on Mon,May 16, 2011 @ 10:00 AM


From Jeff Bullas, a look at the marketing benefits for a business that commits to blogging. A Hubspot survey of business executives showed that the majority felt that blogs were a cheaper source of leads than any other method of lead generation. Because of cost, small businesses have been leading the way on blogging and inbound marketing.

10 Benefits of a Business Blog
  1. Exposure
  2. Traffic and Subscribers
  3. SEO
  4. Attracts New Business Partnerships
  5. Qualified Leads
  6. Lower Marketing Expenses
  7. Increased Sales
  8. Customer Education
  9. Real Time Customer Feedback
  10. Increased Expertise from Research and Thinking
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Tags: Inbound Marketing, Marketing Strategy, Blogs, Lead Conversion

From "Contact Us" to Lead Generation

Posted on Wed,May 04, 2011 @ 10:00 AM


Khoa Bui in Entrepreneur Magazine talks about how to make the most out of your "Contact Us" page. Having a "Contact Us" page on your site legitimizes your business by making it possible to communicate with a real person. But it's also a great way to gather leads.
  • Have a contact form on every page, or almost every page, of your site. Making that easy to get to makes it more likely visitors will take action.
  • Have a call to action, and word it in a why that prompts visitors and instructs them how.
  • Craft your call to action in a way that relates to the goals of your target traffic.
  • E.g. "To contact us, simply enter your first name, e-mail address, and comments below and we'll send you a free copy of our e-book The Seven Ways to Double Your Income, valued at $29.95. Contact us now."
Call to Action Ideas
  • Larger font, to stand out
  • Include verbs or "doing" words
  • Incentives: Freebies, discounts, coupons
  • Remove risk by stressing that there's no obligation
  • Give exact instructions on how to find and complete contact form
  • Don't require too much information
  • Don't bury the contact form on the page
  • Keep it simple

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Tags: Lead Management, Lead Conversion, Website Marketing

Salesperson Time Investment

Posted on Thu,Mar 03, 2011 @ 10:00 AM

How do most salespeople invest their time? This review of the 2011 Sales Optimization Survey from CSO Insights, indicates that much of their time isn't spent selling. The survey collecting data from over 2000 companies on more than 100 sales effectiveness metrics. Here are some highlights:

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Tags: Lead Management, Lead Conversion, Lead Nurturing

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