Entries Tagged as 'Sales lead generation'

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

 

B-to-B Lead generation: What Enterprise-size Companies Should be Doing Differently in 2010

If you are responsible for business-to-business lead generation at a large company, don’t miss this webcast!

enterprise lead generation webcast

Lead Gen in 2010: Learn What is Working Best Right Now

January 27, 2010 at 11:00 am PST (2:00 pm EST)

This one-hour webinar will cover:

  • The latest trends in B-to-B lead generation, and how you can leverage them;
  • Which lead gen strategies and tactics are working best, and which no longer work for enterprise companies like yours;
  • The pros and cons of various marketing media for generating, nurturing, and qualifying leads.

Why not register right now?

The webcast will be moderated by Mike Wallen, CEO of the Lead Dogs and presented by Albert Springall, Senior Marketing Manager at Microsoft and B-to-B lead generation expert (yours truly) M. H. (Mac) McIntosh.

The good news is that as the economy recovers and the new year begins, business spending is starting to increase. However, as a result of the recent downturn, business buyers are being cautious. So to generate more business your lead generation strategies must clearly communicate value while differentiating your products and services from the competition and resonating personally with your prospective customers. We will show you how best to accomplish this, and more.

So be sure to join us online on January 27th at 2:00 EST (11:00 am PST), as we share proven ways for enterprise companies like yours to uncover qualified sales leads, highlight real life success stories, discuss best practices, and show you how to maximize your B-to-B lead gen ROI in 2010.

To register to attend the webcast, or to learn more about it, please use this link: https://cc.readytalk.com/r/db51uw0s9ooo

 

Planning B2B Lead Generation for 2010? Attend this Webcast on January 27th

enterprise lead generation webcast

Are you responsible for B2B lead generation at a large company?

If your answer is yes, I recommend that you sign up for this live, one-hour webcast on January 27, 2010 at 2:00 pm EST.

Lead Gen in 2010: Learn What is Working Best Right Now is an information-packed, one-hour webcast which will highlight:

  • The latest trends in B2B lead generation, and how you can leverage them;
  • Which lead generation strategies and tactics are working best, and which no longer work for enterprise companies like yours;
  • The pros and cons of various marketing media, and which will help you get better lead generation results.

The webcast will be moderated by Mike Wallen, CEO of the Lead Dogs and presented by Albert Springall, Senior Marketing Manager at Microsoft and B2B lead generation expert (yours truly) Mac McIntosh.

The good news is that as the economy recovers and the new year begins, business spending is starting to increase. However, as a result of the recent downturn, business buyers are being cautious. So to generate more business your lead generation strategies must clearly communicate value while differentiating your products and services from the competition and resonating personally with your prospective customers. We will show you how best to accomplish this, and more.

Be sure to join us on January 27th, from 2:00 to 3:00 pm EST, as we share proven ways for enterprise companies like yours to uncover qualified sales leads, highlight real life success stories, discuss best practices, and show you how to maximize your lead gen ROI in 2010.

To register for the webinar, or to learn more about it, please use this link or point your browser to: https://cc.readytalk.com/r/db51uw0s9ooo

 

The Top People in Sales Lead Management in 2009: Friday, November 13th is Your Last Chance to Vote!

Don’t miss this opportunity to vote for your top five candidates to be among the fifty most influential people in sales lead management in 2009.

Why? Because the Sales Lead Management Association (SLMA) is closing the polls at Midnight Pacific Time (UTC-8) on Friday, November 13th.

Vote Online

Both members and non-members can vote. So why don’t you click this link to cast your votes right now: www.salesleadmgmtassn.com/top50_vote.htm 

Then be sure to watch for the results on November 16, 2009. I promise to publish the list of winners right here, whether I make the cut or not.

Okay, I can’t resist: I’m proud to be included among the nominees, and I sure would appreciate your vote.

Thanks much!

– Mac

 

Want To Generate More Leads? Leverage Your Prospects’ Five Senses

If you want your B2B lead generation campaigns to be as successful as possible, you need your lead generating messages to break through the clutter, get your prospects’ attention and provide them with compelling reasons to respond. 

Senses

To accomplish these objectives, consider leveraging your prospect’s five senses.

Sight: Many of your prospects process information best visually. To get your messages through to these visual people, use photos, illustrations or icons to help them "see" the benefits of your products or services.

I use Fotolia as a low-cost source of royalty-free photos, illustration and icons. When Garth Johnson, EVP North America for Fotolia, heard that I recommended his company, he offered to give my customers, readers, seminar attendees and business friends 5 free credits to give Fotolia a try, and 30 percent extra credits whenever you buy more.

So if you have a few minutes now, or next time you are looking for just the right image for an ad, brochure, email, website or presentation, visit www.fotolia.com/macmc to get your free credits. Then use the promo code "macmcintosh" to get your 30 percent bonus when buying additional credits.

Hearing: Other prospects are more receptive to words; both written and spoken.

My wife, Andrea, is one of these auditory people. It seems I’m always trying to show her something, as I process information best visually. Yet Andrea is always asking me to tell her instead. Why? Because she processes words better than pictures.

To communicate best with these auditory people, have a conversation with them; either out loud with spoken words or in their heads with written words.

A skilled writer can also use written or spoken words to paint mental pictures for those who are more receptive to visual information.

Touch: Does it make sense (no pun intended) to give your prospects a sample of your product that they can touch or play with? A client of mine, a manufacturer of drawer slides for the furniture industry, sends samples to qualified prospects so they can feel the quality and assess the durability of the company’s products firsthand.

Other products, software is a good example, lend themselves to "test drives" via Web demos, evaluations copies or free trials.

You can use also touch to communicate in more subtle ways too, like using the quality feel of your printed literature to reflect the quality of your products or services.

Smell and taste:

Have you ever had a pleasant smell trigger a pleasant memory? Or felt great after eating something tasty or sweet?

If your product can be associated with a pleasing fragrance, consider adding that fragrance to your lead generation materials. For example, a business catering company could add the smell of fresh baked apple pies to their postcards. Search on an industrial sourcing Website like GlobalSpec and you’ll find suppliers of fragrances (and flavors) like Carmi Flavors.

Or the catering company could leverage prospects’ taste buds by including a delicious cookie in its mailing, or giving them away at its trade show booth.

If you have additional tips about using the five senses to generate more leads, or have some related success stories you can share, please do!

 
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