Entries Tagged as 'B2B Lead Generation'

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.

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.)

 

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.

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.

 

 

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.

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 predetermined 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.

 

B2B Marketing Automation: Here’s my definition

How’s this for a definition of B2B marketing automation? 

The use of technology to generate, nurture, score and qualify leads, and drive sales, using customized, multi-touch marketing communications tailored for each contact’s profile, level of interest, behavior or place in the buying process.

Unfortunately it’s a mouthful, isn’t it?

In my view, the primary benefits of B2B marketing automation are:

  • It allows marketers to accomplish more, usually at a lower cost, than they can get done manually;
  • It facilitates continuous improvement by allowing marketers to track and measure the results of their campaigns, then make necessary adjustments, in near real-time.

What do you think?

Do you have a better definition of marketing automation?  Do you see other benefits that marketing automation delivers?

 
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