How Customer-Hero Stories Help You Connect Better

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. […]

How Empathy Will Grow Your Sales and Marketing Pipeline

Are you using empathy in your marketing? Why? Because marketing isn’t something you do to people; it’s something you do with people. You might be wondering: why am I saying this? The problem with modern sales and marketing A problem with I see with marketing (and sales) is this: we get clinical and treat our […]

Podcasts vs. Webinars which is better?

An interesting conversation started on podcasts vs. webinars at the Church of the Customer Blog. Jackie Huba argues that companies should dump their webinars in favor of videocasts and podcasts. She writes, “the self-serve nature of mobile media means people can listen to podcasts/videocasts when and where they want, not tied to a computer at […]

4 Perspectives That Should Shape Your View of Value Propositions

Learn from Michael Lanning, the person who first coined the phrase “value proposition,” how this essential business principle applies to the B2B realm.

Inbound Marketing: How a B2B company used a content marketing strategy to improve customer experience

Inbound marketing is typically a term reserved for B2C companies striving to draw customers in with flashy social media campaigns, witty tweets, and beautiful infographics. B2B companies have the unique challenge of asserting themselves and becoming a voice of authority in their respective industries, and inbound marketing can be a powerful way to do that […]

8 Questions to Steer Your Marketing Priorities

You could be racing the finest Formula One car, but if you’re always steering in the wrong direction, even a horse and buggy will beat you to the finish line. So it is with marketing. Too many marketers think they can lead the pack by leveraging the hottest channels, software, and platforms. But these tools, […]

Content Marketing Tips and Ideas for Lead Nurturing

This B2B Lead Blog post features an entire host of content marketing tips for lead nurturing, ranging from building a library of relevant lead nurturing content to an example of twelve-touch lead nurturing track, including the nature and channel of each touch. Also included are examples of content types suitable for five different marketing channels, both digital and traditional.

Best B2B Lead Posts in 2014: Lead generation, lead nurturing and content marketing

This year, we shared several strategies and tactics for achieving leads in the complex B2B sale. Read on for the most shared posts of 2014 to help you customize your B2B strategy for 2015.

4 Steps to Generate Demand with Influencer Marketing Outreach

Learn 4 steps to develop influence relationships and how to drive better demand generation results and more qualified sales leads with influencer marketing

Marketing Automation: Lessons from 4 case studies

Get four marketing automation case studies on how B2B marketers implementing martech and CRM increased leads by up to 200% and increase revenue quickly.

Lead Nurturing: You can’t automate trust

Lead nurturing is a key activity in the complex sale, but if that outreach lacks relevancy it probably won’t have the intended impact.

In this B2B Lead Roundtable Blot post, Brian Carroll covers some ill-advised nurturing he experienced at a recent trade show and provides key takeaways on what does make lead nurturing work.

Where’s the Passion in B2B Marketing?

Blogging from Dreamforce 2014, Brian Carroll shares his views on the importance of bringing passion to B2B marketing. This post covers how to get your heart back into marketing as well as 14 tips to help you increase your passion.

Lead Generation: It’s all about building relationships

The world of lead generation is changing, but building relationships with customers remains one of the key fundamentals of B2B marketing that still has a lot of room for improvement. Listen to this podcast featuring Steve Gershik of LeadSpace, and Brain Carroll, Executive Director of Revenue Optimization, MECLABS, to learn more about changes in the world of the complex sales.

Lead Generation: How to speak the language of your prospects

At Lead Gen Summit 2013, Keith Lincoln, Vice President, SmartBear Software, discussed the importance of speaking the language of your customers, and, more importantly, when to say nothing at all.

Customer-centric Marketing: Using metaphors in your B2B strategy

Watch this video excerpt featuring Jacob Baldwin, Digital Marketing Manager, One Call Now, at Lead Gen Summit 2013 presenting how he and his team utilized personas to optimize the company’s website.

Lead Generation: Does your teleprospecting deliver value to prospects?

Lead generation teleprospecting is the art of acquiring sales-ready leads for a sales staff. But when it comes to communicating an organization’s value and credibility, asking the right questions and relieving any anxiety those potential leads may have are key to a campaign’s success.

Read on to learn more about how you can use testing and optimization principles to aid your teleprospecting efforts.

Lead Generation 101: How to get started in demand generation

Get the beginner’s guide to lead generation 101 that includes links to free resources and tools to help you generate leads and do demand generation now

Email Marketing: 3 simple steps for building customer personas

Getting the right content to the right people continues to be a challenge in B2B email marketing. One key to overcoming the challenge is utilizing buyer personas to help you deliver relevance to your customers.

Email Marketing: Do you test your legacy marketing?

Change can be tough if your organization is entrenched in a legacy approach to marketing. So read on to learn more about how testing and optimization can help you challenge your legacy assumptions by putting them on trial to determine if those practices are still truly the “best” for your organization.

The Domino Theory of B2B Content Marketing

Too often, marketers think of content marketing as only text and graphics. But, content marketing is the entire customer experience across your customer-facing brand touchpoints. In this blog post, learn about how the “domino theory” of content marketing is a perfect metaphor for engaging prospects, not just within the buying cycle, but across the lifecycle of a customer.