Entries Tagged as 'B2B marketing'

Getting marketing done

I think most business-to-business marketers should aim for “good enough” and “get it done” rather than aim for perfection when it comes to marketing to drive leads and sales.

Why? Because aiming for perfection, in addition to being nearly impossible to achieve, results in your marketing campaigns and materials spending far too much time in the concept and development stages and causes significant delays in delivering your lead generating messages to prospective customers.

Or worse, your marketing messages never get delivered at all.

 

 

16 B2B print advertising tips

Is one of the goals of your business-to-business print advertising sales leads generation for your salespeople, representatives, distributors or resellers? Consider these proven B2B sales lead generation techniques gleaned from working with over 170 companies and some of the best marketers in the business. For more detail, read “B2B Sales Leads Generation with Print Advertising.”

1. If you want more sales leads, don’t use image ads.
2. Put benefits in your headlines.
3. Talk about applications.
4. Make your ads easier to skim.
5. Testimonial ads are king.
6. Fractional ads in every issue can be more cost-efficient.
7. Use “Wrap Ads” to get more bang for the buck.
8. Make them an offer they can’t refuse.
9. Choose your words carefully.
10. Talk first person with the reader.
11. Ask for the order.
12. Give them a compelling reason to inquire right away.
13. Match your offers to where the reader is in the buying cycle.
14. Merchandise your offer.
15. Make it easy for your prospect to respond.
16. Mention your website.

 

Does your website convert visitors to leads and sales?

Here’s a summary of the checklist I use when I evaluate a client’s website. Use it to see if your website converts visitors to sales. That’s what it’s for, right? You might be surprised by the answers.

– Does your website make it immediately clear what your company does and who it serves?
– Is it easy for your prospects and customers to find their way around your Web site?
– Does your website quickly communicate your company’s unique selling proposition?
– Does your website back up those claims?
– Does your website explain the additional resources you can bring to bear for your customers?
– Does your website contain lots of offers designed to engage prospects and start sales-winning relationships?
– Does your website make it easy for your prospects and customers to take the next steps in their consideration or buying process?
– Does your website make it easy to place an order?
– Are there multiple ways for prospective customers to request assistance or additional information about your company and its products or services?

See the full checklist at: B2B website checklist.

 

Leads tracking: Get results

Leads tracking: Why bother?

Did you know that 79% of all leads are never followed up?

Although leads tracking isn’t always fun for the creative types in your marketing team, it really isn’t difficult to track and measure marketing results. Start by telling your team that you can live with the fact that they won’t be able to track and measure every lead, activity, result, or dollar in revenue.

Focus on those activities and results that can be tracked and measured, and don’t worry about those that can’t. If your sample size is large enough, you can confidently project overall results from the measurable segment.

Leads tracking questions to ask to get the answers you need

Leads tracking starts by asking your marketing team the following questions:

  • What is our average marketing cost per activity or result? By tracking and measuring cost per activity or result, you have a way to benchmark and improve results.
  • What is the return on investment? Although the actual dollar amount of sales revenue linked directly to marketing activities often serves as the strongest indicator of return on investment, other criteria can be used to show ROI as well.
  • What’s in the sales pipeline? Be sure to consider forecasted sales.
  • Where do our best B2B sales leads or sales opportunities come from?

 

 
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