Entries Tagged as 'B2B Lead Generation'
This is another in an ongoing series of tips from experts in
B2B marketing, B2B lead generation & B2B marketing automation.
Meet 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:
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.
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.
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.
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?
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.
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:
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.
- 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.
- 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.”
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.
I recommend that B2B marketers pay special attention to what I call the Domino Effect, where one thing leads to another.
For 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.)
In my view, the primary objective of B-to-B marketing is to drive leads and sales.
In 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.
A B2B lead generation campaign that’s sitting on the drawing board has zero ROI.
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.
Interested in getting some expert advice about how to optimize the lead-generation conversion rates of your web pages?
If so, be sure to attend this complimentary, how-to webinar for B2B marketers:
HOW TO MAXIMIZE YOUR ONLINE LEAD-GEN CONVERSION RATE
A complimentary, 50-minute Webinar
This Thursday - February 17, 2011
11:00am PST - 2:00pm EST
Two experts on online lead generation will share proven techniques for generate more leads and sales from you web pages, email and PPC landing pages.
Your host will be me, M. H. (Mac) McIntosh, a B2B sales lead and marketing automation consultant who I’m honored to say was recently voted #1 of SLMA’s Top 50 Most Influential People in Sales Lead Management.
My expert guest will be Raquel Hirsch, president and co-founder of WiderFunnel Marketing, the web page optimization experts.
By attending you’ll:
- Learn about small changes you can test on your web pages and landing pages that will cause big increases in the leads and sales that results
- See before-and-after examples of weak web pages that have been turned into real winners
- Understand why following “conventional online wisdom” often isn’t wise, and how to determine what really works best
- Witness a live web page evaluation of an attendee’s web page (See the bonus offer below!)
We invite you to be our guest at this information-packed webinar.
Click here to register or cut and paste the following link into your browser:
Please note: There are only 100 seats available on first-come, first-served basis, and more than half of them are already reserved. So you must register right away if you want to attend.
***Bonus! Get a live evaluation of one of your landing pages***
When you register, be sure to enter your web page URL for a chance to have that web page evaluated live during the webinar!