Entries Tagged as 'B2B Lead Generation'

Bridging the Content Chasm for B-to-B marketing automation and lead generation

There’s a new marketing term that I’m hearing more and more often – “the Content Chasm”.

bridging the content chasm

It refers to the ascendance of content marketing (especially in B-to-B), and the differential between the current inventory of quality content that most B-to-B companies have, and the amount they need to have to market effectively.

I’m expanding the meaning of the Content Chasm to address two other major trends in B-to-B marketing:

  1. The difference between the ROI of marketing automation fueled by generic content, and what that same technology can accomplish when fueled by segmented and targeted messaging;
  2. The discrepancy between the formats most marketers use (primarily text and PDFs) for their messaging, and the way most prospects want to consume information (multimedia).

Changing buyer behaviors require B2B marketers to communicate with prospects and customers in new ways. 

How?  By delivering content that is personalized to the prospective buyers’ roles, where they are in their buying process and their personal preferences for consumption.

Buying marketing automation and then only using it for batch-and-blast emails is a waste of time and money.

Segmented, well-targeted and relevant communications get much better results.

The real benefit of marketing automation is exactly that: the ability to deliver the right message, with the right offer, to the right prospect, in the right format, at the right time.

Content + Automation = True 1 to 1 Marketing

In other words, true one-to-one marketing to many – something that we couldn’t do to any scale before marketing automation came along. This has made marketing automation a mission-critical system for B-to-B marketers, but too many marketing leaders head down the automation path without fully realizing what they’re getting into.

I’ve written before about the need for having processes in place to support and extend the effectiveness of marketing automation. It’s a topic that’s near and dear to my heart, so I’ll be revisiting it. The Content Chasm represents another major issue affecting the success of marketing automation, and of B-to-B lead generation and lead nurturing. I’ll also be diving deeper into it (pun intended) in future posts.

So tell me, what are your experiences with, or opinions about, the Content Chasm?

 

B2B marketing and lead generation campaigns: Expert tips

This is another in an ongoing series of tips from experts in
B2B marketing
, B2B lead generation & B2B marketing automation.

Peter AltschulerMeet Peter Altschuler, AcquireB2B’s Creative Director. Peter turns business and sales objectives into provocative, compelling, and highly focused lead generation campaigns. He presents products and services (both online and off) in ways that make sense to customers. In terms they find appealing. In language they understand.

Here are Peter’s Top Three Tips about marketing campaigns:

  1. Creative is the last step. Creative has to grow out of prospects’ expectations and perceptions, so talk with those people – to understand the problems they face, the ways they expect to solve them, and the language they use to describe it all.

  2. Know who you’re talking to. The people who buy aren’t always the people who start the process and move it along. That makes it vital to understand both the stage of the buying cycle and the role of the people you need to persuade in each communication.

  3. Check everything. Make sure that everything works – mechanically to be certain that landing pages, phone numbers, links, and the like are all functional; culturally to ensure that images and language are understood the way they’re intended; and effectively by testing each effort with customers.

Worth considering:
Need help getting your B2B lead generation and lead nurturing campaigns designed, implemented or improved? Consider putting AcquireB2B’s experts to work. Learn more here.

Readers, what are your tips regarding B2B marketing and lead generation campaigns?

 

Email tips from one of our B2B lead generation and marketing automation experts

This is the first in an ongoing series of tips from experts in B2B marketing, B2B lead generation and B2B marketing automation.

We’ll start off with tips from some of the experts who provide our sales lead management consulting, marketing training, marketing automation and lead-generation services.

Altaf Shaikh

First up is Altaf Shaikh, our email expert. He and his team of email specialists know how to create email campaigns that get delivered, opened, read and acted-upon.

Here are Altaf’s Top Three Email Tips:

  1. A/B Test Your Outcomes
    No email marketing campaign is the best it can be on the first iteration. Test your timing, subject lines, content and layouts to find what works best for your audience.

  2. Email Marketing is Not Standalone
    You can’t expect to hit the Send button on your emails and watch the leads and orders come flying in. Email needs to be part of a very deliberate and structured content marketing campaign; one that includes sharing information, having two-way conversations, and repurposing content for multiple media and audiences.
  3. Email is not a Dinosaur, It’s a Workhorse
    As emerging technologies and cutting edge new products keep whizzing by us, some are predicting the demise of email. But with subscribers now capable of controlling almost every type of marketing message they want to receive in their inbox (e.g. tips, reminders and customized offers), how can you find anything more targeted than a 1-to-1 note addressed to an individual who has opted in to receive it? New technologies will come and go, but email will continue to “deliver.”

Worth considering:
Need help getting your B2B email designed, delivered, opened, read and acted-upon? Consider putting AcquireB2B’s email experts to work.
Learn more here.

Readers, what are you top tips regarding B2B email?
Please add your comments by clicking on the word “comments” in the line below the Share button.

 

When it comes to B2B marketing, think things through carefully before you act.

I recommend that B2B marketers pay special attention to what I call the Domino Effect, where one thing leads to another.

DominoesFor example, if you make an offer on your website, do you have the requested information or materials ready to go? Or, if you invite someone to a webinar, what will your follow up activities be? (All the brand marketing in the world doesn’t matter if the experience the prospect has with your company is disappointing.)

 

Keep B-to-B marketing strategies and tactics tightly focused on driving leads

In my view, the primary objective of B-to-B marketing is to drive leads and sales.

MarketingGoalsIn other words, branding is a secondary objective. Especially for marketers with limited budgets (and today that’s just about everybody).

Recommendation: Let your brand come along for the ride while you focus your marketing on convincing potential buyers to raise their hands and express interest in your products or services.

 

 

When it comes to using B2B marketing to generate leads, Nike’s right.

A B2B lead generation campaign that’s sitting on the drawing board has zero ROI.When it comes to B2B marketing, Nike's right.

I have to admit that I’m a bit of a perfectionist. I could easily find myself fiddling with my marketing communications plans, campaigns or materials for months. Instead, I’ve had to teach myself, and my clients, to aim for the best results possible by a pre-determined deadline… and launch.

I’ve learned that you can continue to tweak things, often without gaining any real improvement as a result.

In my Marketing for Leads and Sales™ seminars and workshops, I like to quote Nike’s slogan: “Just do it”. In other words, stop thinking about it. Get it done and get it on its way to prospects.

How about you? Do you think I’m right in recommending that you “Just do it”? I’m interested to hear your opinions… for or against.
 

 
Need help with B2B lead generation, marketing and sales?
For more information, please call Mac McIntosh at +1-401-294-7730, send him email at or visit www.sales-lead-experts.com