Entries Tagged as 'B2B marketing'

Writing effective email copy from an expert in B2B marketing, lead generation and lead nurturing

This is the latest in our ongoing series of tips from some of the experts who provide our sales lead management consulting and training services and our marketing automation and lead-generation agency services.

Meryl Evans

Meet Meryl Evans, one of our email copywriting experts.

Meryl is a professional writer and editor who specializes in online B2B lead generation and lead nurturing. She helps our clients build and maintain relationships with their prospects and customers through email, newsletters, landing pages, blogs and more.

Here are Meryl’s top email copywriting tips:

  • Write emails with the prospect or customer in mind, not the company. Remember that even in B2B, people make the buying decisions.
  • Use paragraph breaks every three or four sentences. Many emails still have long paragraphs, which are hard to read. Faced with a long block of text, many people are daunted and move on.
  • Use multiple sub-headings, and numbered and bulleted lists (like this one) whenever possible. People skim and scan when reading online.
  • Limit calls to action to one or (at the most) two items. Any more than that and people get confused about what you want them to do. Confused people do nothing.
  • Add a response link to the beginning of each email for those ready to take action before reading the rest of the message. Don’t make people who are ready to respond search for your link. Repeat the link further down for those who take longer to decide.

Worth considering:
Professionally written lead generation and lead nurturing emails get higher open rates, and more responses. Consider putting our email copywriters to work. Click here to learn more.

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


B2B lead qualification and scoring

qualified leads

The growth of the Internet has changed B2B buyer activity.

Buyers don’t wait for a sales person to call them anymore. They get most of their education on the web. As B2B buyers increasingly use online channels to do their research, Marketing meets prospects earlier than ever in the buying process – often long before the prospects are ready to engage with Sales. This is one reason that, on average, only 25% of new leads are sales ready.

So you need a way to determine which leads are ready for Sales, and which need to be nurtured.

I was thinking about all the lead qualification criteria I’ve seen used in B2B lead generation programs and decided to list them by category. Here’s what I came up with:

  • Firmographics (industry, company size, location)
  • Demographics (contact’s title, job function)
  • Contactability (phone number, email address)
  • Action taken (attended webinar, downloaded whitepaper, requested pricing, spent time on certain Web pages)
  • Frequency, quality, quantity, recency of actions taken
  • Social media engagement (commenting on blog posts, joining social network discussions, retweeting)
  • Need for your product or service (application or problem needing to be solved)
  • Buying Stage (awareness, consideration, decision)
  • Fit (your products or services meet or exceed their technical, performance, reliability requirements)
  • Competition (what other competitors are involved? can you win against them?)
  • Contact’s role in the purchase decision process (recommender, influencer, decision maker)
  • Timing (purchase decision timing, implementation timing – how soon?)
  • Availability of funding for the purchase (has budget, can get budget)
  • Size of the opportunity (quantity needed, revenue potential).

In a survey conducted by Sirius Decisions, they found that companies who give fewer (better qualified) leads to Sales actually sell more. That means that if Marketing does a better job of qualifying leads, Sales can close more profitable deals, resulting in increased revenues.

Using the criteria I’ve listed above, plus the information in The Definitive Guide to Lead Scoring published by my friends at Marketo, you’ll be able to design a process that ensures Sales only gets sales-ready leads.

Lead scoring seems to be on everybody’s mind. My friends over at SilverPop have also focused on Lead Scoring with this blog post: Five Prospect Behaviors You Should Be Incorporating into Your Lead Scoring Process.

It’s obvious that lead qualification is growing in importance as Sales and Marketing productivity becomes more of an issue.

Do you have anything to add regarding lead qualification or lead scoring?


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 automation: An interview with Will Schnabel

This is one of a series of occasional interviews with top practitioners on topics of interest to B2B lead generation, marketing and new business development professionals.

Marketing automation has become a growing issue for B2B marketers as they strive to maximize lead generation efforts and provide personalized touch points for all prospects.

Will SchnabelWill Schnabel, VP of Global Business Development at marketing automation leader Silverpop, agreed to be interviewed for this blog post. Will joined Silverpop in 2007 following the company’s acquisition of Vtrenz, where he was President and CEO. Upon joining Silverpop, Will assumed responsibility for overall operations and product direction of Silverpop’s Engage B2B solution, a demand generation and lead-management platform and recently transitioned to focus on growing and driving customer integration with Silverpop’s extensive partner network.

Mac: I’m wondering how Silverpop is changing its technology to meet the changing needs of your clients.

Will: More marketers are now taking a strategic view of marketing automation rather than just an operational view. They’re looking at marketing automation’s increasingly robust capabilities and how they can help educate buyers in a way that nurtures relationships… and delivers sales-ready opportunities. Beyond increasing efficiency, we’re enabling companies to engage a buyer on her own terms and at her own pace – via social channels, scoring, segmentation, routing and automated campaign management. And the consulting capabilities around our solutions have also matured rapidly, with proven methodologies emerging that help a client crawl, walk, and then run – over time – with marketing automation.

I know you’ve had a flurry of product announcements this spring. Can you tell us about those?

Sure. We recently rolled out Engage 8.3 which was a very comprehensive release for us. Among the many new features are progressive profiling capabilities, multiple lead scoring models, social enhancements and snooze.

Snooze, in particular, created quite a bit of buzz in the marketplace. It gives marketers the ability to allow contacts to temporarily stop the receipt of marketing messages – for a week, a month, or six months, for example, rather than opting out of the program completely. This is a good option for someone who recently made a sizeable purchase and won’t have a need for that product or service again for some time; or for someone whose budget has changed and won’t be revisited until next year. By allowing them to Snooze, you not only save the relationship, but you let them know that you care about their preferences, which goes a long way in building customer loyalty.

That is a clever feature. You mentioned scoring earlier. Tell us more about that.

Our new Lead Scoring functionality creates multiple scoring models that segment on different product lines, geographies, behaviors or loyalty levels. So you have different views of a prospect that reflect the reality that they may be more interested in one of your products or services than others.

OK. That begs the question then, how do you automate how you handle prospects who are at different levels of engagement?

We automate that process so it becomes an ongoing conversation with each prospect, allowing marketers to learn more and more about each one over time. A contact who lands on your site for the first time may only be willing to give a first name and an email address. Asking someone to provide answers to too many questions during their initial interaction, or repeatedly asking for the same information, can lead to form abandonment. Our new Progressive Web Forms builder lets marketers pose new questions each time a contact visits their website or landing page, building the relationship over time and steadily gaining deeper insight into the contact’s interests.

How is Silverpop addressing the increasing importance of social media as a key marketing channel?

We were actually the first in the industry to address this when we launched Share-to-Social in 2008.

With the launch of Engage 8.3, we enhanced our social offers. Customers can now make it easy for their recipients to promote messages to their Facebook friends via “like” and “recommend’ buttons, and can suggest a list of additional Twitter accounts for a contact to follow after they’ve shared content. We also added StumbleUpon and Xing to the list of networks with which email recipients can share content. And we added location-based marketing capabilities via a FourSquare “To Do Button” option. Through this functionality, marketers create messages that recipients can easily add to their FourSquare account – so that they receive incredibly relevant offers when they check-in.

Thanks Will.

Readers, join the conversation…

Please add your comments by clicking on the word “comments” in the line below the Share button.


Graphic design tips from one of our experts

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

Kim Getker

Meet Kim Getker, one of AcquireB2B’s graphic design experts. Kim designs marketing and campaign materials for our clients including emails, landing pages and other online and offline marketing materials such as “offer” content including white papers, how-to guides, checklists, case studies and presentations.

Here are Kim’s Top Three Design Tips:

  1. Looking good is only half the battle. If the graphics don’t support the message, no amount of cool design and eye-catching graphics are going to increase your revenues.
  2. Less is more. In an age where we are bombarded with information, it’s a good idea to leave some white space. Don’t crowd copy and design in. Give your targets some space to respond to your message, ask a question, or interact with your brand.
  3. Honor your brand. Hold true to your brand standards to make an impression on your targets. Over time, it imprints your brand on their minds… giving a tacit stamp of approval.

Worth considering:
Need help designing your B2B lead generation and lead nurturing campaigns and content? Consider putting AcquireB2B’s experts to work. Learn more here.

Readers, what are your tips regarding B2B marketing and content design?


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?

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