Entries Tagged as 'Sales lead generation'

B2B Lead Generation: Getting on the same page

A lead is a lead. Or is it?

I always recommend to my sale lead consulting clients that they create a glossary of terms related to their B2B lead generation programs. Why? To reduce misunderstandings.

Here’s a first draft of a glossary I gave one of my clients to help them get started writing theirs. Perhaps it can be a starting place for yours too.

Contact:

A person at company or contact name on a database

Customer:

A company, division, department or facility that has purchased from our company.

Database:

A listing of contacts at specific companies and facilities which is available for ongoing use. Also often called the Sales & Marketing Database or Customer & Prospect Database.

Decision Maker:

A contact who makes or approves the final decision to buy.

Influencer:

A contact who recommends or influences the buying decision. Also called Recommender.

Inquirer:

A contact who has responded to our company’s marketing (Website, direct marketing, exhibits, advertising, etc.). Also called Responder or Prospect.

Inquiry:

A response to our company’s marketing (website, direct marketing, exhibits, advertising, etc.). Also called Response.

Lead:

A broad term used to describe everything from lists to inquiries to tradeshow leads to sales ready opportunities. To avoid confusion, this term shouldn’t be used.

List:

A list of contacts at specific companies and facilities, as in a rented list. Also called “Database” if available for ongoing use.

Marketing Qualified Lead:

An inquirer, responder or prospect at a particular company and facility who has been “qualified” as meeting the minimum definition of what represents a sales-ready opportunity.

Prospect:

A contact who has responded to our company’s marketing (website, direct marketing, exhibits, advertising, etc.) or has been contacted and determined to have some potentional, but has not yet been qualified as being sales-ready. Also called Inquirer or Responder.

Recommender:

A contact who recommends or influences the buying decision. Also called Influencer.

Responder:

A contact who has responded to our company’s marketing (website, direct marketing, exhibits, advertising, etc.). Also called Inquirer or prospect.

Response:

A response to our company’s marketing (website, direct marketing, exhibits, advertising, etc.). Also called Inquiry.

Sales Accepted Lead:

A Marketing Qualified Lead that has been accepted by sales.

Specifier:

The contact who specifies our company’s products or services.

Suspect:

A contact who appears to be similar to our company’s Prospects, Marketing Qualified Leads, Sales Accepted Leads and Customers, but who has not specifically expressed interest or determined to be a Prospect.

Do you have terms and definitions to add to a BtoB sales lead glossary?

Please share them by clicking on the word “Comments” in the line below the Share button.

If you are reading this as an RSS feed or via email, please use this link to add your comments: http://sales-lead-insights.com/?p=2562

 

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.

 

Near Boston or New York City? Get up to speed on BtoB marketing automation on your way to work

Executive Breakfast Briefing

To quickly get up to speed on BtoB marketing automation and the benefits it may bring your company—and to learn about some fast, easy and affordable ways to put it to work—please join us for this Executive Breakfast Briefing:

What BtoB marketing Automation is all about, and why you should care

January 26, 2010 – Boston/Waltham
8:00 am to 10:00 am
Westin Waltham Boston
(Exit 27A off Interstate 95/Route 128)
Learn more or register here
Can’t make it? Be notified about future events

January 27, 2011 – New York City
8:00 to 10:00 am
Fashion 26 Hotel
152 West 26th St (at Seventh Ave)
Learn more or register here
Can’t make it? Be notified about future events

Who should attend?

Senior corporate, marketing and sales executives (CMOs,VPs and Directors) at companies that sell products or services to other companies.

If your company spends $100,000 a year on lead generation or millions, you can’t afford to miss this!

Your presenters:

Will Schnabel (a recognized thought-leader in marketing automation and email) and I (Mac McIntosh - voted #1 of the SLMA’s Top 50 Most Influential people in Sales Lead Management) will bring you up to speed on B2B marketing automation over breakfast and have you on your way back to work by 10:00 am.

By attending this Executive Breakfast Briefing you’ll hear about how many of your peers are finding that marketing automation allows them to do more with less when it comes to new business development.

In fact, Aberdeen’s research reveals that 58% of Best-in-Class companies use marketing automation to drive more leads and sales!

So, instead of relying on yesterday’s marketing and lead generation tactics that used to work but no longer do (like “batch and blast” emails), attend this webinar to learn how to:

  • Put your company’s prospecting programs on auto-pilot
  • Reach and nurture more prospective customers
  • Generate more qualified leads
  • Close more sales
  • Lower your cost of sales
  • Increase your ROI

The odds are that one or more of your competitors may have already adopted marketing automation. If your company hasn’t, it may be at a competitive disadvantage! So register today!

What BtoB marketing Automation is all about, and why you should care

January 26, 2010 – Boston/Waltham
8:00 am to 10:00 am
Westin Waltham Boston
(Exit 27A off Interstate 95/Route 128)
Register here
Can’t make it? Be notified about future events

January 27, 2011 – New York City
8:00 to 10:00 am
Fashion 26 Hotel
152 West 26th St (at Seventh Ave)
Register here
Can’t make it? Be notified about future events

Your complimentary attendance at these Executive Breakfast Briefings is made possible by its generous sponsors:

Silverpop – An on-demand provider of an email marketing and marketing automation platform serving the needs of sophisticated, self-service B2B and B2C marketers.

AcquireB2B – A full-service agency specializing in generating more B2B leads and sales with marketing automation.

B2B Contact – Generating more of the leads you need by combining qualified data with rich media messaging and telemarketing.

NetProspex – The world’s most accurate and fastest-growing sales and marketing database, helping B2B decision makers find, reach, and connect with nearly 14 million targeted sales prospects.

MarketSync – Empower sales in your marketing cloud by combining physical and e-mail correspondence to break through the clutter and consistently reach decision makers.

 

Get up to speed on B2B marketing automation in an hour for free

As a top corporate, sales or marketing executive looking for ways to efficiently and cost-effectively boost B2B leads and sales, this Executive Briefing Webinar is for you!

Executive Briefing Webinar

To quickly get up to speed on marketing automation and the benefits it may bring your company—and to learn about some fast, easy and affordable ways to put it to work—please join us for this one-hour webinar:

What B2B marketing Automation is all about, and why you should care

December 15, 2010 – 2:00 p.m. EDT (GMT-4)

Reserve your seat: Register here

Can’t make it? Be notified about future events

Will Schnabel (a recognized thought-leader in marketing automation and email) and I (Mac McIntosh) will bring you up to speed on B2B marketing automation in 60 minutes or less.

By attending this one-hour Executive Briefing Webinar you’ll hear about how many of your peers are finding that marketing automation allows them to do more with less when it comes to new business development.

In fact, Aberdeen’s research reveals that 58% of Best-in-Class companies use marketing automation to drive more leads and sales!

So, instead of relying on yesterday’s marketing and lead generation tactics that used to work but no longer do (like “batch and blast” emails), attend this webinar to learn how to:

  • Put your company’s prospecting programs on auto-pilot
  • Reach and nurture more prospective customers
  • Generate more qualified leads
  • Close more sales
  • Lower your cost of sales
  • Increase your ROI

The odds are that one or more of your competitors may have already adopted marketing automation. If your company hasn’t, it may be at a competitive disadvantage! So register to attend this one-hour Executive Briefing Webinar today:

What B2B marketing Automation is all about, and why you should care

December 15, 2010 – 2:00 p.m. Eastern (GMT-4)
Reserve your seat: Register here

Can’t make it? Be notified about future events

Your complimentary attendance at this Executive Briefing Webinar is made possible by its generous sponsors:

Silverpop – An on-demand provider of an email marketing and marketing automation platform serving the needs of sophisticated, self-service B2B and B2C marketers.

AcquireB2B – A full-service agency specializing in generating more B2B leads and sales with marketing automation.

B2B Contact – Generating more of the leads you need by combining qualified data with rich media messaging and telemarketing.

NetProspex – The world’s most accurate and fastest-growing sales and marketing database, helping B2B decision makers find, reach, and connect with nearly 14 million targeted sales prospects.

MarketSync – Empower sales in your marketing cloud by combining physical and e-mail correspondence to break through the clutter and consistently reach decision makers.

 

B2B marketers: Please don’t believe everything you read.

One of my favorite marketing magazines, BtoB, featured an article in its November 8, 2010 edition which posed some questions to Brian Halligan, CEO of marketing software company HubSpot.

One of the questions was "How can b2b marketers improve their lead-nurturing efforts?"

Brian’s answer was, "B2b companies are way too obsessed with the middle of their funnels—[i.e.,] what do I do once I get a lead?—and not nearly interested enough in how the heck do I get more leads in the first place. They spend 90% of their time [in the middle of the funnel], then squeeze the value from their lists. What they should do is flip that and spend 90% of their time really opening the top of their funnel and getting more leads into the funnel."

In my opinion Brian couldn’t be more wrong.

What he is suggesting as a strategy is what B-to-B marketers used to use in the last century. It didn’t work then and it doesn’t work now.

Yes, generating interested prospects is important. But building sales-winning relationships with prospects as they move from inquiry to consideration to purchase by nurturing those leads generates up to 300% more qualified, sales-ready leads and proportionately more sales as a result.

In other words, shifting some of your marketing investments from lead generation to lead nurturing generates a higher ROI for B-to-B marketers every time.

Care to weight in on the subject?

Please join the discussion by clicking on the word “Comments” in the line below the Share button.

If you are reading this as an e-mail or via an RSS feed, please use this link to add your comments:
http://sales-lead-insights.com/2010/b2b-marketers-please-dont-believe-everything-you-read

 

Mac McIntosh Announces our New Division for Implementing Lead Generation: AcquireB2B

I thought that as reader of this blog you might be interested in hearing more about a new resource for helping you drive more leads and sales, more efficiently and at lower cost, by leveraging the power of marketing automation:

AcquireB2B - Driving Leads and Sales with Marketing Automation

AcquireB2B – Driving leads & sales with marketing automation™

Three Ways to Learn More

Mac McIntosh Inc has provided consulting and speaking/training related to helping companies like yours generate more qualified leads and drive more sales using the latest B2B marketing strategies, tactics, media and technology since 1990.

However, many of our clients have also been having us help implement their marketing-driven lead generation programs for them. So we decided to create a new division focused on those implementation services and named it AcquireB2B.

Our team of experts at AcquireB2B provide a full menu of services related to either generating more leads and sales with B2B marketing, or powering-up those programs by leveraging B2B marketing automation systems.

These services range from bite-size projects, to being a virtual extension of your marketing team, to running turn-key lead generation programs for you. Or anything in between.

As always, Mac McIntosh Inc can provide the unbiased consulting and training you need to design or improve your marketing driven business development programs.

But now we also have this new division and its expert team to help you with any aspect of implementing your B2B lead generation programs.

How can AcquireB2B assist you and your company in driving more leads and sales with B2B marketing or marketing automation?

Here are three ways to learn more

  1. Visit AcquireB2B at http://www.acquireb2b.com 
  2. Request your complimentary phone consultation with an expert on driving leads and sales with B2B marketing (a $350 value): Call me at (800) 366-1877 Ext 1622 or use this link or visit
    www.pages05.net/acquireb2b/Offers/LearnMore/
  3. Sign up to be kept up to date on the latest in B2B marketing, lead generation and marketing technology with a complimentary subscription to B2B Marketing Technology Insights at: Use this link or visit
    http://www.pages05.net/acquireb2b/Preferences/Subscribe_AB2B_Newsletter/ 

Please consider Mac McIntosh Inc or AcquireB2B when you need help designing, implementing or improving your B2B marketing to drive more leads and sales.

Thanks,

MacSignature150x50

 
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