B2B Marketing Budgets Lean Towards All Things Digital in 2014


b2b marketers are increasing their digital spend  in 2014In a recent post, we spoke of the rose-colored forecast for 2014 SMB growth that left B2B marketers licking their chops at potential opportunities. CMOs are enthusiastically devising viable marketing strategies while ideas are free-flowing throughout psyched marketing departments. Advertising Age’s 2014 BtoB’s Outlook:  Marketing Priorities and Planning survey attests to this optimism, shedding light on the increase in overall marketing budgets. Of the 364 B2B marketers surveyed,

  • 52.5% plan to increase their overall B2B marketing budget in 2014 and,
  • 36.4% of respondents plan to see an increase in budget greater than 10%

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Business.com Reinvents Itself: Meet Our New Site


We’re excited to introduce you to the new Business.com. Built on the foundation of a renowned brand – combined with the latest technology, development and design – Business.com is a new company today. We’ve assembled a world-class team of developers, digital marketing experts, designers and even a Ph.D. in Human Computer Interaction to identify the specific needs of active buyers and improve how they use the Internet to make purchasing decisions. Our revamped site design, logo and experience are the product of extensive research and testing and directly reflect our new vision of building experiences founded on how today’s buyers use information online to buy business products and services. Read the full entry


3 Reasons Why You Need to Revolutionize Your Marketing Funnel Now


For some time, the B2B marketing funnel has been a constant. Businesses have evolved, marketing platforms have too, but the funnel has remained. However, this is no longer the case. The buying cycle of business decision makers has changed. Now, your marketing funnel needs to do the same. When more than 90% of B2B buyers start their purchasing cycle by looking for solutions and suppliers online, you need to provide information about the solutions and how they are beneficial to your audience. You need to update your marketing funnel and here are the reasons why.

A New Research Process

There is a new research process in place that impacts your marketing funnel. Business buyers are increasingly conducting their own research before ever speaking with a sales rep. In fact, according to Forrester, two-thirds to 90% of the buying cycle is completed before a B2B buyer ever speaks with a sales rep. Instead of sending out impersonal or broad information via email, provide targeted, relevant content to your audience directly on your site and then share that information with targeted campaigns. Create awareness around the solutions your business provides and the problems you solve. You can do this through social media marketing, email campaigns and paid ads. Then, spend some time educating your site visitors and subscribers. Explain the impact and potential for prospects when they use your products. However, keep things conversational and educational. Not all content you offer needs to be a sales pitch.

A New Buying Conversation

Business buyers are no longer communicating with service or product providers right off the bat. According to IDG Connect, buyers spend just 21% of the buying cycle in conversations with salespeople, instead spending 23% of the time in conversations with peers and colleagues, and 56% of the buying cycle searching for and engaging with content. Those aren’t the only people contributing to purchase conversations as the number of people involved in a large technology purchase increased from 5 in 2010 to 7 in 2012 (International Data Corporation). The content you provide needs to appeal to the lead business buyer as well as others within their company. Consider what executives and managers will have an impact in the buying decision and provide content for each group. Business owners also want to know what businesses similar to theirs are buying, researching and investing in. When possible, share that information as well as industry trends.

A New Purchase Process

Businesses are conducting their own research, talking with colleagues and only reaching out to vendors when they are ready to receive proposals. According to UBM Techweb, 70% of business technology buyers are at the RFP stage by the time the vendor becomes aware of the opportunity. By the time a buyer reaches out to a business, they often have a deep understanding of their problem and have scoped out solutions. Now, those customers are requesting proposals from your business as to why they should work with you instead of another company. Many sales conversations are becoming fulfillment conversations. If you’ve provided great, relevant content and a lead is now reaching out to your business, focus on fulfilling their needs. There’s a good chance they’ve already eliminated some of your competitors and have put you in their final tier before the purchase.

Content marketing is one of the hottest marketing trends of 2013. The revolution taking place in the marketing funnel is a huge part of that. Your business needs to engage with customers by providing them content that establishes your brand as a thought leader. Through registrations, you can acquire names,  score them as identified sales leads and then filter them through your lead nurturing program until they are deemed “sales ready.” Take a survey of current clients and compare their buying cycle to the marketing funnel your team has in place. Any missed steps or content marketing opportunities can be updated and capitalized for greater success.

What are your biggest challenges in  refining your marketing funnel?


4 Quick Tips for Improving Conversion Rates


Conversion rate optimization, or CRO, is something many B2B businesses focus on. Converting leads into customers is important and sales teams are always looking for ways they can increase their CRO. As it turns out, with a few tweaks in structure and strategy as well as some focused testing, your business can convert more leads and increase its rate of conversion. Make the most of your CRM and sales tracking software as well as your testing to convert more leads into customers.

Successful Segmentation

The more ways you segment your leads, the greater the chance you have at converting them into customers. A study conducted by Econsultancy and RedEye found that companies whose conversion had improved used 90% more ways to segment their visitors and customers than companies whose conversion had not improved or had stayed the same. The three key areas you can’t afford to ignore are geographic, demographic and behavioral segmenting. Other segmentations companies have found successful include buying behaviors, channels, lifestyle and levels of engagement.

Multivariate Testing

Many businesses still use A/B testing. A/B testing is just one of the ways to test how successful changes to your page are against the current design and determine which ones produces more positive results. Multivariate testing has become the most valuable method for improving conversion rates. While multivariate testing may difficult to implement, it has proven to be the most valuable in improving conversions for those who do it. Whether you choose to go with A/B or multivariate testing, your business needs to be testing the impact of your web design on a regular basis.

Usability Testing

Similar to multivariate testing, usability testing is important. This testing method of user-centered interaction will demonstrate how your website really works when facing a potential customer. In the same Econsultancy study mentioned above, researchers found that usability testing is by far the most effective technique for improving conversion rates as the vast majority of respondents deem this technique as highly (47%) or quite valuable (51%). This is the best way to see why customers are behaving the way they do on your site and if the site is easily navigable across multiple devices including computers, tablets and smartphones.

A Structured Approach

Econsultancy found that 70% of the company respondents with a structured approach to conversion had improved sales. Once comparison they found was that 24% of the organizations who had a structured approach to improving conversions had a large increase in sales while just 14% of companies that did not have a structured approach to improving conversion had a large increase in sales. Just looking for improvements without putting a strategy in place may lead to an increase in conversions, but taking those same thoughts and implementing a strategy for approach can make all the difference.

While different methods of testing or segmenting may require more effort, the ROI is worth the time you’ll be putting in. More and more, B2B businesses are transitioning from A/B testing to multivariate testing as well as from broad segments of leads and customers to more specific ones. Refining your CRO strategy means you’ll need to take a structured, customer-focused approach. By focusing on specifics and the structure of your approach, your business can increase its conversion rate and sales.

How will these numbers and strategies change your business’s approach?


Increase Sales Opportunities with Lead Nurturing Campaigns


Many B2B marketers dedicate time and money to lead generation. Whether you’re using online or offline marketing, from PPC campaigns to trade shows, your company wants to attract prospects. People who are in the early buying stage aren’t always ready for someone from your sales team to call. Reaching out too late is a known problem, but reaching out too early can drive away potential customers too. If you’re looking to improve the results of your lead generation efforts, turn to a lead nurture campaign.

What is Lead Nurturing?

Lead nurturing is how your business establishes a relationship with a prospect that is still in the early stages of buying. This type of campaign focuses on creating a beneficial, working relationship so that when it comes time to buy, that lead turns to your business instead of someone else. Lead nurturing is not about following up to see if someone is ready to buy or sending out an email blast about your company’s products. Lead nurturing is:

  • Providing high-quality content that is relevant
  • Building trust between you and the potential customer
  • Finding the most-qualified leads from your generation efforts

Best Practices

Making sure you run your lead nurturing campaign right is crucial to its overall success. In a study done by Forrester Research, companies that excel at lead nurturing generate 50 percent more sales ready leads at 33 percent lower cost. The right campaign can improve your sales team results while saving your business money.

Right from the start, incoming lead processing campaigns provide your B2B business with the opportunity to create a fantastic first impression.

  • This is where lead nurturing begins.  Your sales and marketing teams should create a profile of an ideal customer to determine where a lead is “sales ready” or not. Once you have that in place, you can determine your opt-in email marketing or sales representative approach. Having email preference settings in place can help you fine tune your approach and nurturing content.

After you’ve processed a lead and determined where they are in the buying process, consider the information you’ll send them and the frequency. Depending on your business and industry, the time frame for emails will vary, but as rule more than once a week is too frequent and less than once a month is not frequently enough.

  • If a lead isn’t sales ready and is simply conducting research, your lead nurture efforts need to be geared towards sharing educational, industry-oriented information.
  • Even with all the online outlets available, B2B marketers need to focus on remaining as personable as possible, especially when it comes to their lead nurturing campaigns.
  • Match your content to where the potential customer is in their buying stages. If they are in the research stages, send tips on best practices, whitepapers, and other educational information. Once they begin showing interest in your content, begin sending more product and solution-focused information.
  • If they begin showing even more interest in your campaigns, hand the lead off to a sales representative. When you’ve determined the lead to be “sales ready,” making sure someone from sales gets in touch shortly can be a make it or break it moment.

Calculating ROI

According to DemandGen Report, on average, nurtured leads produce a 20 percent increase in sales opportunities versus non-nurtured leads. But, when you’re calculating the ROI of your lead nurturing campaigns, focus on the number of sales ready leads and conversions from both your new and existing CRM databases. Whatever it is your business is hoping to gain from lead generation campaigns, track the before and after to see what is working best.

  • Lead nurturing can improve the conversion of prospects from your existing database to sales-ready leads by 2 or 3 times.
  • An effective lead nurturing campaign can help generate more qualified sales-ready leads without any additional spending on lead generation.
  • Focus on the old and new. Leads that have been deemed “old” aren’t a loss. With lead nurturing campaigns, you can turn old leaves into opportunities won.

Lead nurturing campaigns are a great way to make sure your business is making the most of your lead generation efforts. Even better, the right campaign and messaging can take dormant accounts from your database and turn those into conversions. The benefits of a lead nurturing campaign, beyond an increased percentage of lead conversions, are the insights you’ll gain into your most “sales ready” buyers, their purchase stages and needs.

 

Image Source: Espressob2b.com

UK Business Relocation Destinations, Reasons and Statistics


According to a recent study by HM Revenue & Customs, one in four large businesses are thinking about relocating all or part of their business abroad and of those surveyed, 58% say that they have considered moving abroad due to tax issues.

Findings in the survey reveal that 36% of large businesses feel HMRC has had a negative effect on the commercial competitiveness of the UK. Tax rates and legislation were named the main factors that reduced the competitiveness of the UK.

As a business owner, you may choose to move to another country for the sunnier climate, or alternatively to take advantage of different tax systems. Whatever your reason is for relocating, make sure you think long and hard about the destination.

There are various places which are popular for businesses to relocate to. Advertising firm WPP moved its headquarters overseas back in 2004 and now it has offices in New York, Ireland, India, Hong Kong and Singapore. Its reported revenues totalled £10 billion at the end of 2011 and revenues were up 7% in the first four months of 2012. The firm has over 158,000 employees in 2,500 offices across 108 countries.

Elsewhere, finance institution Henderson Global Investors and engineering group Charter relocated to Ireland in 2008 and they too have proved successful. Henderson Global Investors reported £480.1 million revenue in 2011 with over 1,000 employees worldwide. Charter reported £1,719.6 million revenue in 2010 and it now has over 12,000 employees.

There are many reasons why these exampled businesses chose to move to some of the aforementioned locations; Singapore is rapidly becoming Asia’s business epicentre and Ireland offers huge tax advantages.

The Global Mobility Survey 2012 from Brook land Global Relocation services found that 64% of global companies sent more employees overseas in 2011 which shows that more and more businesses are choosing to relocate their staff each year.

Here is an expert guide of some of the most popular destinations for businesses to choose from when considering relocation.

  • Dominican Republic

The Dominican is increasing in popularity as a hotspot for relocation. There has been a big boost in business development and the government is improving its infrastructure. The economy is stable, tourism is rife and there is low bureaucracy. There is tropical weather all year round too.

  • Egypt

This is not internationally recognised as an industrial centre but businesses can find emerging markets and opportunities. Remember that Islam is practised by the majority of Egyptians and governs their personal, political, and economic lives. Negotiating is important and patience is required so never use pressured tactics when doing business.

  • New York

It is the most exciting and active city in the world and it is the place to be for any business. It has celebrities, Times Square, buzzling stores and a rising tech scene. It has the strategic location, a thriving workforce and excellent tax incentives.

  • Singapore

The thriving cosmopolitan lifestyle is fantastic and people can earn much more. It is rapidly becoming Asia’s business epicentre and there are lower levels of taxation too. The robust economy, high quality of life and strong legal system are just a few reasons why the city is a relocation hotspot.

  • Hong Kong

This is one of the world’s most important financial centres and many businesses in the financial industry relocate here. It is renowned as a world leader in banking and business, setting up here up is cheap and easy; and all transactions completed outside of Hong Kong has the tax rate is zero.

  • Dubai

There has been major development and progress in the city over the years and millions of people relocate their every year. Over 80% of the people living in Dubai are from other countries and this is due to its central location making it accessible for Asia and Europe as well as the Middle East; and it has fantastic infrastructure.

So if you are considering relocating your business in a foreign country, why not choose one of the above countries as the perfect location.

Bio: This article was provided by Robinsons Relocation ; the specialists in overseas removals.

ENDS


Corporate Marketer’s Role Ever-Increasing for Successful B2B Companies


As more and more B2B companies are discovering, the role played by the corporate marketer has a big impact on the success of the business.

That thinking is further supported by a recent report from the Institute for the Study of Business Markets at Penn State University and Illinois-based marketing agency Blue Canyon Partners.

The study, centered on ongoing talks with B2B marketers, identified the 10 best practices for corporate B2B marketers:

1. Drive Marketing Planning – Corporate marketing drives a systematic approach for developing company-wide marketing plans. Closely tied with their business unit colleagues, the corporate marketing leader heads the approach to engineer the planning process, and constructs the tool sets to back the marketing planning effort. This framework involves an understanding as the way to go about addressing a number of planning options. Those options include decision “rights” at different levels of the organization, expectations as to the level of detail that is necessary, promulgation of the tools to be used within the corporation, templates illustrating the recommended approach to plan design, etc.

2. Be the Brand Steward – Corporate marketing takes care of the corporate brand.  Custodianship starts with clearly articulating what the firm wants its corporate brand to mean, and putting together the tools, techniques, and training to communicate this to all constituent audiences. In today’s business-to-business environment, the brand is reinforced and maintained via numerous employees of the firm.

Going past setting corporate brand direction, corporate marketing also involves setting the ground rules on the use of the corporate brand, nurturing and protecting the master brand, and offering overall quality control, brand architecture, and decision making relating to building the corporation’s brand equity. This includes creating frameworks for how to handle brand transitions (for new product development, for acquisitions, for sun-setting brands, etc.) along with measuring and monitoring brand equity (e.g., brand assessments, customer satisfaction, etc.);

3. Ensure that Voice of the Customer Informs Business Strategy -  When corporate leadership wants to update, re-think, or re-establish the fundamental strategy of the business, corporate marketing needs to have major involvement in this endeavor.  Marketing represents the voice of the market and customer as business strategies are put together, as goals are set, and as opportunities for growth – both organic and inorganic – are talked about.  This can include the formation of a clear and genuinely differentiated statement of the mission and vision of the firm, but goes past that.

The voice of the customer championed by corporate marketing should be viewed by executives as very important to assisting build market-driven differentiated strategy;

4. Train and Develop Marketing Talent - Corporate marketing must partner with human resources to recruit, hire, on-board, train, and develop career paths for talented marketing professionals. Marketing leaders establish career paths that enable marketers to have a well-rounded view of the company, and that bring a marketing point of view – and marketing talent – into key positions throughout the firm.  These companies aspire to have a marketing career ladder, much like the “technical ladder” where senior technical people can move to a greater level of responsibility and impact, as individual contributors.

A large number of firms that do not reach the level of world-class business-to-business firms sometimes “park” executives in the corporate marketing role, if they have no other logical place go.  Stronger organizations understand that a person with an engineering background, but with no particular skill, talent, or understanding of marketing may not always be the best choice to be positioned into a senior marketing role. Progressive companies include marketing positions as part of the must-have stepping stones for fast track managers.

5. Deploy Specialist Teams - Marketing specialists can run the gamut. A number of organizations form enterprise shared services.

Other marketing organizations have put together SWAT teams that are deployable resources with strong, practical marketing competencies. These teams are often wanted by business unit leaders to take care of strategic problems or address special opportunities that might come about. These resources are called in routinely to assist with growth challenges that the business leaders face.  They are trusted advisers who can see past obstacles, take a broader view, and provide a focused team of talented professionals, beyond what a business unit may be able to find (or fund) in the normal course of business.

These issues can include needing a plan to grow into adjacent markets, to grow quicker than the market, or to reposition a brand that is dealing with a crisis.  This team is not empowered to simply be the arms and legs and extra resources for the business unit; instead, the goal of the team is to give the whole corporation a leveraging effect by working with business units on the big matters that can yield positive ramifications throughout the entire company.

Editor’s note: Look for Part 2 (steps 6 through 10) in Friday’s post.

 

 

 


Top 5 Business Events to Attend in 2012


Successful business professionals of all types and kinds know that continuing their success into the future depends on staying ahead of the curve.

No matter your particular industry or niche, you most likely face very stiff competition; in a capitalist world that sees prominent new products and services launched on a daily basis, no amount of momentary success promises the same tomorrow.

Staying on top of your game means constantly moving towards new goals and utilizing new techniques and methods in getting your message out to the world. In the interest of keeping your mind sharp and your skills honed as you pursue your business interests, here are five fantastic business events to attend in 2012:

 

1. SES New York

SES New York

SES New York is the must-attend even for any business owner or marketer. Nowhere else will you find such a busy schedule and those great networking opportunities. More than 5,000 marketers visit the event each year!

Featuring high-profile keynote speakers, hands-on workshops and an overall goal of increasing sales via better utilization of digital strategies, businesspeople serious about their position and their company shouldn’t miss out.

Getting and living there:

2. Social Media Strategies Summit

Social Media Strategies Summit

The Chicago Social Media Strategies Conference will include awesome workshops, real-life case studies and high-profile keynotes. Each track includes sessions focused on the following categories: Community Engagement; Corporate Case Studies; ROI and tools; Legal Risks & Strategies; Sales Approach; and Marketing Strategies & Tactics.

The Social Medis Strategies Summit offers its attendees the opportunity to rub shoulders with the best in the business, building skills and learning new strategies via workshops, keynote speeches and peer-to-peer collaboration.

Getting and living there:

  • Getting there: Chicago airport (for flight information and “getting there” tips)
  • Living there: Official location information

3. CMS Expo

CMS Expo

No one ever dreams of shrinking their business but often the dream of growth is left behind in favor of tackling the problems of the moment, particularly in the difficult economic environment being experienced all over the world. If you’ve lost sight of your long term plans for expanding your business and making it more profitable, consider attending the 2012 CMS Expo!

Aimed at business owners and professionals looking for new business opportunities and new ideas to apply to existing markets, this gets together of branding and marketing professionals offers seminars, keynote speakers and networking opportunities all aimed at helping you to make 2012 your most profitable and successful year ever!

Getting and living there:

4. Inbound Marketing Summit

Inbound Marketing Summit

Similar to the Online Marketing Summit but sporting an extra focus on mobile marketing alongside digital and social media efforts, the Inbound Marketing Summit is set to feature high-profile keynote speakers and representatives from companies offering real life case studies of the success gained from and challenges faced with marketing products and services to a modern and technologically savvy generation.

Getting and living there:

5. Business Startup Show

Business Startup Show

For businesspeople looking to get their latest startup off the ground is the Business Startup Show to be held in London, United Kingdom, later this year. The show’s events drew more than 18,000 people last year to hear from owners of successful ventures, meet and greet like-minded individuals in the interest of knowledge and opportunity and to be exposed to potential investors looking for the next big thing, and 2012 promises to be even better.

Getting and living there:

 

About the Author: Ann Smarty is the business blogger and owner of My Blog Guest, the free community of guest bloggers.


Striking the Right Balance with Your Audience


According to Forrester research, B2B interactive market spending will increase to $4.8 billion in 2014.

Your goal, as a marketer, is to use those dollars wisely and ensure your strategies are attracting a large audience. One of the biggest challenges to B2B marketers is finding that perfect strategy that rides the line between being entertaining and informative.

What will draw in that new customer and keep him? Luckily, with an accurate analysis of what works well and what doesn’t work at all, you can make sure you are appealing to your audience and taking care of their needs.

Remember to do the following:

  • Know your audience – Every marketer must know the marketplace. Demographics play a key role in what tone to take with your audience. Age, gender, income, social class, and lifestyle are highly influential in how a customer will respond. Keep these in mind when creating your plan. Use the tools at your disposal to see what email messaging works for you in certain demographics. Use Conversion Rate Optimization (CRO) on your website. Many times, the things that seem like surefire methods miss the mark. Other times, those little details that seemed inconsequential brought in your biggest on-site audience. Know your data, and use it to grow your business.
  • Engage your audience – See which landing pages are serving up high bounce rates via your analytics tool. Don’t guess! Know what performs well, and what needs change. You have a limited amount of time to truly grab your new customers, so use it wisely. Be direct in your messaging, especially when email marketing, and then test that marketing strategy. Videos that explain a product or service can be a great tool to concisely communicate to an audience, and they decrease bounce rate at the same time. Animations and pictures help to split up pages with large amounts of copy into reader-friendly chunks. It is also crucial to make sure you have the latest news possible. No one wants to read yesterday’s news.
  • Entertain your audience – Gamification is the next big thing. Like the leader boards at a sporting event, leader boards in business are a universal way to convey to your fans and customers that a “game” is actively being played, and they are a major part of it. Reward users with points, or prizes, for carrying out simple tasks. You’re depending on the social network of business, so make sure that your customers are recognized on social sites for their skills. A demonstrable, fun reward for a specific activity can easily be socialized with others. You can create an almost limitless set of attractive visual objects that can be “sewn” on to a user’s social graph, such as a Facebook wall or Twitter stream, so that you can maximize their participation. More recognition means they will be more likely to communicate how great your site or product is to all of their contacts. It’s a win-win situation.
  • Respect your audience – It seems simple, but remember this. Do not add users to a mailing list without their permission. Do not say a product is free to get people signed on, and then charge for the product. Do not send big, bold sales letters promising the earth and all the treasures upon it. Do not play annoying ads over videos. Recognize what strategies would send you bolting the other way – chances are, your potential customers feel the same way. Think about what you enjoy about your browsing and site experiences, and incorporate those into your plan. Remember that a solid and unique business model and reliable research form the true foundation that can lead you to your goals.

If you’re going to spend more on B2B marketing strategies – and it seems apparent that we all will – make sure your dollars count. Maximize the return on your investment by truly putting yourself in your customers’ shoes.

The more engaging you are with them, the more engaging they’ll be with you.

Photo credit: activerain.com

About the Author: Louis Rix is the marketing director for Netcars.com, one of the fastest-growing online automotive sites in the UK. He is also director of Carfinance247.co.uk, the UK’s leading car finance broker.


Put the Pedal to the Metal When Driving Leads


B2B marketers know that finding leads is one of if not the biggest challenge when it comes to adding new business.

With that being said, how is your company going about acquiring solid leads to enhance your B2B marketing ROI?

It all starts with a solid strategy that has been well thought out and clearly defining your target audience.

According to a MarketingSherpa, the prime concerns of B2B marketers remain in obtaining additional value and income while dealing with limited resources. The company even went so far as to put together its own methodology known as FUEL, standing for:

F: Find and attract leads – Strategy to personas to tactical plan.
U: Uncover qualified leads – Lead scoring, nurturing and management.
E: Establish automated marketing processes – Automate for efficiency and scale.
L: Lift results – Continuous improvement and C-Level reporting.

To keep your marketing tank full, keep some of these ideas in mind as you look to get the most drive for your dollar:

  • Truly define your customers – Many marketers think they know who they need to market to, but don’t get complacent. Use surveys and research to stay up to speed with who your defined target clearly is, what their needs are, and how the economic factors may or may not be impacting their buying choices. Also take note of your customer’s buying cycle so that you know the approximate time of when they’re most apt to buy so you can target them then. Make sure that you have a regularly scheduled flow of campaigns in order to best achieve program mix success. Lastly, include running A/B tests in your repertoire so you know what drives the most income;
  • Log the info into an updated data base – Following an initial or second discussion with a lead; determine if they’re ready to be sent over to sales. You need to find the opportune time to send them to sales, meaning not too early where you may lose them because they feel you’re too pushy, while not too late where they may turn to a competitor, feeling you can’t help them. Lastly, give the prospect a reason to want to continue their conversation with you, be it some form of an offer;
  • Content is key – At the end of the day, the strength of your content is crucial to improving your odds of driving lead generation registrations. Make sure any and all content on your company site or emails you send out to prospects including articles, infographics, white papers, and guides is updated and provides impact. Make sure that the content will be beneficial to the prospect, i.e. how will this material help the prospect? Also look to cross-promote your content, i.e. what was onetime a blog can be re-purposed into a podcast or a more expanded guide or white paper, fresh with statistics that serve a purpose to the prospect;
  • Mix and match – Use a variety of programs to enhance the chances of converting a lead into a sale. As noted above, content is critical to improving the odds of a sale, but it should not center on just one area. Mix in webinars, white papers, e-mail marketing, trade shows, display advertising, video, podcasts and more so you reach as many as possible in your targeted market area;
  • Get social beyond Facebook and Twitter – While Facebook and Twitter command the largest number of users, they are but two of a number of social media networks B2B marketers should be involved in. LinkedIn, often thought of as just a site for job seekers, is much more than that. With more than 100 million members worldwide, it too is a site to consider when you look to drive leads your way. As part of your social media efforts, know the best times to tweet and share so that you increase the odds of maximizing your audience numbers. In general, social media usage hits its peak during Monday through Fridays from noon to 3 p.m. Don’t necessarily discount weekends, however, as you may be surprised to learn that many business owners take an hour here and an hour there on Saturdays and Sundays to shop for good buys to support their companies.

As a B2B marketer, what has proven to best drive you in acquiring lead generation registrations?

Photo credit: lithosphere.lithium.com