Entries Tagged as 'B2B Lead Generation'

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?

 

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 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, social media, 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 Meryl or our other marketing copywriters to work. Click here to learn more.

Readers, what are you top tips regarding B2B email copywriting?

 

Bridging the content gap for B-to-B marketing automation and lead generation

The “content gap” 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 definition 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.

What are your experiences with, or opinions about, the content gap?

 

B2B advertising from the past

I always find it interesting to take a look at the work done by our predecessors in B2B marketing.

In post in Jackie West’s UK Industrial Marketing Blog, she mentions Richard Stone’s Insights into PR and Online Marketing blog post where he links to The Vintage Ad Browser.

Simply click on one of the categories in the Vintage Ad Browser, or type something into the search window, and you will get to see some of the advertising work done by those B2B marketers that came before us in what then was called “industrial advertising.”

Speaking of B2B advertising from the past, one ad that never grows old for me is this one from McGraw-Hill:

McGraw Hill Ad

The copy reads:

“I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now—what was it you wanted to sell me?”

I believe McGraw-Hill was right, and still is. When prospects are reading your ads, emails, or any other of your marketing communications, this is what they are thinking.

You’ll need to address these issues before your prospects will be in a position to buy your product or service.

 
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