From Tracking to Revenue Attribution – Measuring B2B Performance

This article first appeared on NextLeapStrategy.com and has been republished with permission. There’s a saying in marketing that “50% of your marketing doesn’t work but you don’t know which 50%.” One of the greatest values of digital marketing is the opportunity to track and measure results. In today’s connected environment, whether using traditional marketing channels

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Lead Nurturing Primer for B2B Tech Firms

“61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.” This statistic, per a MarketingSherpa study, is painful in two ways. First, in terms of sales and marketing alignment. Your sales team lives and dies by winning or losing deals. Their efforts, driven by management’s pressures

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Segmentation Practices for Effective Sales Lead Nurturing

I wrote recently about the importance of implementing B2B sales lead nurturing for industrial manufacturing and technology companies. Hopefully, it presented a reason to believe it’s important for you and it provided some guidance on how to get started. Today, I want to go into a very important step associated with developing an EFFECTIVE sales

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Account-based Marketing to Target Tech Buyers

Targeting-specific companies to generate awareness and engagement for your product or service is certainly not new. However, with an increase in the number of decision-makers and influencers involved in a typical B2B purchase, averaging 5.4 per CEB Insights, the importance of it has grown exponentially. Supported by better and cheaper access to buyer data and

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Majority of Leads Don’t Convert Into Sales, Why?

“79% of marketing leads never convert into sales,” per a study by MarketingSherpa. Less than a quarter of your hard-earned leads actually create sales opportunities. MarketingShaerpa also stated, “61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.” Hmm, do you think that frustrates the sales

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Why Does So Much B2B Content Go Unused?

A Recurring Theme Among SMBs is Wasting Precious Budget on Unused Marketing Content “60-70% of B2B marketing content goes unused,” according to SiriusDecisions. The main culprit seems to be creating content without strategy or purpose. This is a common theme from my experience with SMBs who lack strategy and purpose for their marketing efforts overall.

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Simple Six Steps to Target Tech Buyers

Account-based marketing (or the modern practice of targeting named accounts) is growing rapidly as the “must-do” tactic for B2B marketers. If you are not familiar with account-based marketing (also referred to as “ABM”), here is a brief definition from Marketo, “Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on

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Developing Tech Buyer Personas

Persona Development – Laying Out the Framework Before getting behind the wheel of your car, you typically set a destination for where you are going. Without a destination in mind, you can’t possibly define a route nor direct your navigation. Your destination sets in motion every turn required to successfully arrive where you intend to

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Landing Pages to Generate Tech Buyer Leads

I was fortunate late in 1999 to have been led into the “know” about online marketing. By 2004, I was using landing pages to create relevant offers that generated strong conversion rates for paid per click (PPC) ads, email marketing and joint ventures. I wrote my first article “Five Factors for Landing page optimization” for

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3 Ways to Increase B2B Lead Form Conversions

Many excellent articles have been written about how to optimize your web site lead forms. Best practices associated with handling errors in a friendly manner, retaining field data if an error occurs requiring a back-click to fix, providing form field instructions (e.g. enter phone number xxx-xxx-xxxx or date as dd/mm/yyyy, enter business email address), removing

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