Lead nurturing is one of those things that’s easy to talk about but hard to do. In this article, I’ll share how to apply lead nurturing to help advance leads through three stages of your lead generation funnel to get more qualified opportunities.
Have you made empathetic marketing part of your strategy in 2017?
If not, you should. Let me explain.
I interviewed Michael Brenner (@BrennerMichael) the CEO of MarketingInsiderGroup.com. Michael has received recognition across the Internet for his knowledge and role in shaping content marketing as we know it today. He’s a sought-after keynote speaker and co-author of The Content Formula. I’m excited to bring his thoughts on empathy to you.
Author’s Note: The transcript was edited for publication.
Can you tell us a little bit more about yourself and your background?
What can you gain from growth hacking and how can you develop a mindset to be better at B2B marketing?
To help answer this question, I interviewed Neil Patel (@neilpatel), co-founder of Crazy Egg, Hello Bar, and KISSmetrics. He also helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue.
As marketers, we can reject having a growth mindset without realizing it. Here’s why.
First, marketers generally follow this approach: We plan, then, we execute.
Do you see what’s missing?
“With the rise of content marketing, a lot of businesses get stuck in the eBook rut,” saysLinda West (@), Director of Digital Marketing at Act-On Software, a rapidly growing company that makes a marketing automation Software as a Service (SaaS).
Linda and her team are taking a different path. “We’re ending our dependency on eBooks.” And no wonder. “We went from zero to 20% to 30% of our opportunities in Salesforce.com resulting from video in the first six months.”
A Shift in Customer Behavior in Content Marketing
The year 2016 is quickly coming to an end and the holiday season is a time for reflection and preparation.
To help you prepare to have a great 2017, I’ve compiled a list of the top ten most popular and shared posts on the B2B Lead Generation Blog, chosen by readers just like you.
You might be wondering:
My methodology was compiling the aggregate social shares across Twitter, LinkedIn, Facebook, and Google+. The list starts at number 10 moving up.
#10: Fast Growth Marketing: From 0 to 500,000 Users
We need to stop treating our customers like objects with our marketing and treat them like people. Be human first by recognizing their humanity. So how do you humanize marketing?
Let me explain.
I don’t know about you, but I’ve become weary of all the “personalized” emails that I’m receiving lately. It’s not that they’re all bad (but plenty of them are); it’s because, at the core, there’s something deeper going on. In sum, I’m treated as an object to convert rather than a person who may need help. Can you relate?
Virtually all the polished emails sent to me use marketing automation. And they’re mostly focused on getting me to do something. In most cases, that something is a click. I’m given a call to action link or a button to click on.
According to the CMO Council, “Only 20% of marketers are able to predict the next best action for their customers.” Additionally, Forrester Consulting discovered, “65 percent of marketers struggle to employ emotional marketing as they turn to automation to improve customer engagement.” [Read more…]
Do you want to get better at social selling or help your sales team do the same? If not, you should. Here’s why.
B2B marketing has gone through a modernization to align better with how people buy. Now it’s time for sales to step up. According to Jill Rowley, “…we’re long overdue for transformation, a modernization of the way we sell…”
I recently interviewed Jill Rowley Chief Evangelist and startup advisor for #SocialSelling. Jill’s made a huge impact in the marketing automation community. She’s a modern marketing expert and is now applying her innovative thinking to social selling.
Writers Note: The transcript has was edited for publication.
Brian: Jill, can you tell us a little bit about your background?
In most B2B companies with complex products or services, marketing-sourced leads rarely account for even half the revenue and often it is much less. To keep valuable field sales resources productive, many of the more innovative sales and marketing departments build “sales development” teams. Oracle. Marketo. HubSpot. HP. Salesforce.com. Just to name a few.
Very quickly, these teams contribute more pipeline than any other lead source.
Those sales development teams might follow up on inbound marketing leads or use outbound prospecting to set appointments or develop opportunities. They then turn over the appointment or the opportunity to a sales person. The benefits of such sales development teams are many:
- Better conversion and ROI on marketing qualified leads
- One of the most effective – if not the most effective – sources of pipeline deals
- Improved sales productivity
- A deep bench of talent to replace inside or field sales people who underperform, get promoted, or leave.
Five Key Considerations for Creating the Best Sales Development Strategy
We have more marketing channels and more content than ever before, but it’s become harder to actually connect with customers.
Here’s what I mean.
Today’s crazy-busy customers are weary of pitches, cold emails, hype, and manipulative messages, and as a result, they tune them out.
In our rush to obtain leads, drive opportunities and move the sales needle, it’s too easy to forget that we need to address the emotional needs (fears, hopes, wants, and aspirations) of our customers.
But, here’s the kicker:
Neuroscientist, Antonio Damasio discovered, “We are not thinking machines that feel, we are feeling machines that think.” [Read more…]
Have you ever wondered about how can you use LinkedIn for better lead generation and business development? In this post, I interview Susan Tatum, Partner at The Conversion Company. I met Susan through following her writing on her blog and her work in the LinkedIn community.
Brian: What inspired you to do your work with LinkedIn?
Susan: To fully answer that question, we have to go way back to my college days where – during a miserable year of studying pre-law – I discovered a passion for using communications to get people to do things. With guidance from my counselor, I switched to the Journalism school and began studying advertising and PR. Psychology and persuasion were a significant part of the curriculum.
Then came a couple of decades of marketing positions – mostly in the technology industry. During that time, we saw massive changes in how people communicate — fax machines, email, websites, blogs, mobile devices and, of course, social media. By then I had my own marketing company and at first, I spent a lot of time explaining to my clients – who were all B2B companies – why they didn’t need to run out and get a Facebook page. I had studied it and couldn’t see a way that Facebook could contribute to a complex B2B buying decision.
But it was obvious to me that another significant change was occurring both in how we get information and how we communicate with each other. So I kept my eye on it, and several years ago I saw LinkedIn begin to morph from a job site to a true business networking site. I knew this was big, but I didn’t know how to use it until around 2010 when I found a couple of people who were successfully using LinkedIn to generate leads, but they were focused on internet marketers and solo-preneurs. I contacted them, and together we modified the process to work in more complex selling situations. Since then my team and I have continued to refine and build on the process. [Read more…]