I had coffee with a potential partner, and our conversation ebbed to us talking about business philosophy, marketing, and lead generation. I talked about freely sharing ideas and helping people. He replied something like, “I think companies [like yours] give away too many of their trade secrets on their website and blogs. They provide too much information freely. If I wanted to compete or copy you… all I would need to do is read your site or blog. The purpose of a website is to convert, to get people to respond, and generate leads.”
What are the five ways you can immediately improve your account based marketing (ABM) and selling?
I recently did an interview on CRMRadio.today with Jim Obermayer founder of Sales Lead Management Association and Funnel Media Group.
In the interview, we talk a little shop about the fundamentals of account based marketing, what’s new (and unchanged) in the world of the complex sale, and how empathy marketing is the way forward.
Here’s a transcript of that discussion:
Paul: Welcome once again to another episode of CRM Radio Today; the voice of CRM today and tomorrow. It’s a live streaming weekly program right here on the Funnel Radio Channel for at work listeners brought to you by the Sales Lead Management Association and many others with your host Jim Obermayer, hey Jim! [Read more…]
Do you know what CEOs want most from B2B marketers? They want clarity about marketing results.
CEOs lament, “Why can’t I see clear measures and ROI from our marketing?” They expect their marketing leaders to provide clear metrics and be accountable to meeting their numbers just like their sales leaders.
These CEOs get frustrated because their marketing leaders share metrics like sales lead activity KPIs, engagement reports, and some squishy metrics around a brand that aren’t tied directly to revenue.
The State of B2B Marketing Metrics
For example, I read this chart in via MarketingCharts about the State of B2B marketing metrics. They report, “The majority of senior B2B marketers are using basic marketing analytics tools such as web analysis (91%) and spreadsheets (80%)…” citing a recent report [download page] from Regalix.
Additionally, I found this great comment from Ardath Albee, CEO of Marketing Interactions in TrustRadius’s new 2016 Buyer’s Guide to Marketing Automation. She sheds light on why this is such an issue. Ardath said:
They [marketers] have a hard time proving value, as they cannot tie to revenue. Many only can do last-touch attribution. They lose visibility once a lead moves into the sales realm. Marketing is often removed once it goes into sales, which is a mistake. There’s no continuous thread.
Read on to learn what you should measure.
Marketers spend a lot of time and effort generating inbound leads, but they often struggle getting those leads to convert into sales opportunities and customers after they hand them off to sales.
In this post, I’ll share 16 proven ways get better sales opportunities from your lead generation and account-based marketing. There’s so much to share, I split this post into two parts (read part 1 with tips 1-8 here), and today is part 2, featuring tips 8-16.
When I’ve talked with marketers about their B2B lead generation results, I’ve heard statements like, “We’re generating a ton of leads, but they aren’t converting” or “We need to increase quantity” or “We need to generate more qualified sales leads.”
Marketers spend a lot of time and effort doing inbound marketing but they often struggle getting those leads to convert into pipeline opportunities and customers after they hand them off to sales.
In this post, I’ll share proven ways get better opportunities from your lead generation. Because there’s so much to share, I’m splitting this post into two parts with today’s post featuring the first eight.
People aren’t ready to buy when we want to sell. Think about it.
This common statement has big implications if you’re doing account-based marketing (ABM) and lead generation.
Why doing more lead generation activity doesn’t help generate more sales
CEB discovered that a typical for B2B customer is 57% into their purchase process before they directly engage a sales rep or talk to a supplier.
Marketers often believe they solve the issue of clients being further in their purchase process by driving more early-stage leads to sales. Unfortunately, I’ve learned this does little to help sales people because they get stuck. The question for sales often becomes, “How can I progress this relationship when there isn’t a motivation or felt need?”
B2B Lead generation is rapidly changing process for companies with the advent of MarTech.
In this recorded webinar be sharing where B2B marketers can focus and what are the “best few” things they can do to improve their b2b lead generation efforts immediately.
In this webinar you’ll learn what you can do to improve the following:
- How to get sales and marketing collaborating with these questions
- Get more opportunities with lead reengagement
- Build a lead scoring approach for qualifying that really works
- Nurture early stage leads more effectively
- Use your empathy to develop marketing messaging that connects
Have you intentionally linked your b2b marketing, sales, and strategy?
If not, don’t worry. You’re in good company.
Most companies struggle with this according to the Frank Cespedes, author, and Senior Lecturer at Harvard Business School, “selling [or marketing,] no matter how clever and creative can’t generate good financial returns unless it’s connected to strategy.”
I met Frank while we both spoke at an event in Santiago, Chile. We had a memorable time sharing ideas, and research. I thought Frank had a practical approach to aligning sales and marketing. So, I reached out to him and interviewed him about what he’s learned through his research for his most recent book Aligning Strategy and Sales (Harvard Business Review Press).
As marketers, we deal with a lot of change. Seriously. The marketing world is exploding. We’re dealing with an explosion of touchpoints, channels and marketing technology.
We need to navigate creating more content, generating more leads and achieving more results. Even our customer buying process has changed. Our clients move deeper into their buying process before they need to engage our sales team or us. And, there’s more change inside our companies too.