B2B Blog Roundup: The Shifts and Tools of Content Marketing and Lead Engagement


B2B Blog Post Round-upThe B2B sector continues to shift marketing spend from traditional to digital (38.7% devotes at least 30% of their budget on digital, up 30% from 2013) and digital content continues to matter. 3 out of 4 marketers are investing more in it. This is good news for me in that I have job security; bad news in that the playing field is no longer the same. The bar has been raised and will continue to be.

1) 70% are relying more on content now than they did a year ago 2) Marketers first need to define a strategy for content and then one for the actual distribution of that content and 3) Collecting email only through registration for content isn’t enough. This quarter’s article highlights:

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7 Ways to Maximize Your Website for Lead Engagement


7 Ways to Maximize Your Website For Lead EngagementBusinesses are focused on using their websites as a source of new customers.  47% of B2B buyers reported that the most likely way they find sales information was to go directly to a supplier website (Tweet This!). And because of this, companies have invested in site optimization to make sure they have user-focused content designed specifically to convert visitors into inbound sales leads.

Powerful content might include benefits of what you offer, use cases of your products & services, customer testimonials, and plenty of answers to the very-important question of “Why you?”. Read the full entry


From Lead Generation to Lead Engagement


Unbranded lead in lead generationSmart marketers are realizing that while the ultimate goal is to acquire a good lead and convert this lead into a customer, simply acquiring a lead isn’t enough. An unbranded lead is a commodity with limited if any real value. This award-winning ad for McGraw Hill from 1958, offers a smart and timeless reminder.   Read the full entry


Top 7 SMB Markets To Watch In 2014


Business.com Small Business Pulse: 7 SMB Purchasing TrendsWe have good news to report! Small businesses are still purchasing and B2B marketers are investing more marketing dollars than ever in an attempt to reach and retain this ever-important demographic. According to a new study from the Chief Marketing Officer (CMO) Council and Penton, 2 out of 3 business-to-business marketers are investing more in engaging small to medium-sized business (SMB) customers over the next 12 to 36 months. 60 percent  of these businesses plan to spend up to 40 percent of overall marketing resources on SMB campaigns (Tweet This!) Read the full entry


3 Words That Will Instantly Boost Call-to-Action Conversion Rates


how to optimize call to action copyAs content marketers, it’s no doubt you labor and toil over perfecting pieces of content. Financial resources and hours of mental exertion are poured into the brainstorming, writing, editing, designing, finalizing and distributing your message to potential buyers. But all this expended effort is at risk of going to complete waste if it fails to convert. No matter the conversion you’re looking for, the most powerful element of persuasion is centered on the punch line of your marketing story: the call-to-action. Read the full entry


Behind the Form: Should Content Be Gated?


should content be gated?Content marketers seem to have a tit-for-tat mentality. I’ll give you this alluring piece of content that is really useful to your buying process IF you give me your contact information for further use.

 We allocate a significant proportion of our marketing budgets to craft engaging pieces of content only to lock it behind a lead form. Read the full entry


B2B Marketers Lick their Chops at SMB Forecasts


Small Businesses Expect a Big Year in 2014 eMarketerRocket Lawyer’s recent “December 2013 Semi-Annual Small Business Survey” has not only rekindled confidence and optimism among small business owners nationwide, the biannually-gathered data has left B2B marketers and companies licking their chops. eMarketer provided a breakdown of the rose-colored forecast for 2014 small business growth:

  •  55% of businesses saw growth last year
  • 10% “boomed” by achieving more growth than expected
  • A whopping 81% of small businesses expect to outperform their 2013 results (Tweet This!)

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Are You Increasingly Saying “We Have a Sales Problem”? 5 Tips for Selling in the Digital World


Any of these comments sound familiar?

  • “Our sales rsales in a digital worldeps just aren’t making enough calls”
  • “They don’t prospect enough”
  • “Our sales reps aren’t strategic enough”
  • “We need solution-sellers and we have transactional sellers”
  • “We’re just filling demand, we’re not creating demand”
  • “Our reps keep selling features we don’t have. Can’t they just sell what we offer?”

The world of sales is going through a radical transformation based on the impact of digital technology. Read the full entry


Hot Potato Leads: Tips For the Lead Generation Game


hot potato: tips for lead generation management“Hot Potato” is a popular children’s party game requiring the players to gather in a circle and pass along a small beanbag or baseball until the music ceases to play. As the music stops, whoever is holding the “hot potato” is out and the game continues until one player is left. Although widely amusing and adrenaline-inducing at parties, the same excitement turns to disappointment when B2B companies similarly fail to guide a potential lead into the next stage of the buyers journey and the hot potato lands in the hands of the wrong person when the music stops playing.

This hot potato phenomenon can occur when companies are inefficiently trying to generate leads. With the growth of the internet and the immediate availability of information, an SMB buyer now has the power to research, discover, and arrive directly in the palm of your hand. Your job now is to do something with this hot potato. Read the full entry


How B2B Marketers Can Rise to the Challenges of Lead Generation


Lead generation continues to challenge B2B marketers.

For B2B marketers and sales reps, generating leads is often the first step toward converting shoppers into purchasers. In truth, these two departments really need to be on the same page if either is going to succeed in creating opportunities.

Generating Leads Gives Marketers More Trouble than Expected

​BtoB Magazine highlighted the growing evidence of businesses depending on lead generation to help their marketing campaigns. According to the study “2013 Lead Generation: Optimum Techniques for Managing Lead Generation Campaigns,” more than 70 percent of marketers responded they had modest investments in lead generation.
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