Tag Archives: Lead generation

Lead Optimization Study: The Right Prospect, The Right Message, At The Right Time

Generating leads is a big deal.   Acquiring new accounts and customers an even bigger deal.  Getting both of these right is a very good deal.  Getting them wrong – well – can be a very bad deal. Recently, I reviewed the interesting findings from the CSO Insights Lead Optimization Study.  The study’s primary focus was to see how marketing is attempting to generate more demand and how well it supports the efforts of sales to generate revenue.  Over 600 firms participated in a web-based survey.  If I were to pick one word to sum it up, I would pick: struggle. The…

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Is Your Lead Management Ready To Acquire New Business in 2014? 5 Areas to Get in Synch

You can almost see the long trumpets getting ready.  The clarion call for generating new business in 2014 will be loud and long.  B2B businesses have been making the slow crawl out of the recession.  Looking out in the horizon for new markets, growing their customer base, and expanding products and services.  Getting there means a renewed emphasis on lead management. This is not to say lead management has not been emphasized before.  What is different is the stakes will be higher.  Higher stakes will accompany aggressive plans to acquire new customer accounts.  Growth plans will be counting on lead…

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How Buyers Decide When They Don’t Care About Your Competitive Advantage

In today’s emerging digital age, understanding buying behaviors is becoming job one for many B2B organizations.  Faced with relentless new demands from customers and buyers, B2B leaders must map out a course of transformation.  This transformation involves being relevant in today’s complex marketplaces by an equally relentless focus on customers and buyers. End of Sustainable Competitive Advantages One of the byproducts of the emerging new digital age is the equalizing of competition.  One of our brightest thinkers of today is Columbia Business School professor Rita Gunther McGrath.  In her just-released book, The End of Competitive Advantage: How to Keep Your…

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How Activity-Based Buyer Persona Development Generates Opportunities

We are busy people.  Our business and personal days are filled with activities.  The activities we engage in usually are designed to help us accomplish either a business or personal goal.  For example, I get up early and go to the gym and engage in the activities of exercising.  Not because I just want to – but because I have a goal of losing weight! Often times, marketing and sales folks have no idea about the activities our customers and buyers perform on a daily basis.  Yet understanding these can yield rich and robust insights into goals, which drive buying…

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3 Ways to Be a Market Leader with Buyer Foresight

Every company has aspirations to become the market leader in their space.  Leading your market has built-in advantages over your competition.  Market leadership helps to ensure a level of stability and longevity. Getting there and staying there is the hard part. The demands of the market and the buyers within them can set the bar very high.  Being the market leader can be very tenuous as buyers evaluate new emerging technologies and options.  Rising to the top also comes with a heavy responsibility.  Which is this: Customers and buyers expect market leaders to provide them with a roadmap of the…

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4 Reasons Why Content Marketing Should Care About Audience Development

Over the past year, questions about content marketing effectiveness are beginning to surface.  The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%.  Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This stark statistic underscores the urgent need for a content revolution in b-to-b organizations.” There is consistency on both the customer/buyer as well as the seller side regarding this issue.  In my qualitative research work in the past year, this view was evident. Digging into the…

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7 Big Questions for B2B Marketers in 2013

The more change occurring  the more questions arise.  This year is no exception.  B2B Marketers are experiencing on evolving as well as new challenges as we start to hit stride in 2013.   What are the big future questions for B2B Marketers?  Let’s look at a few: How do we generate more leads and keep them? Survey after survey indicate B2B marketers have this issue top of mind.  Creating demand and filling up a pipeline is loaded with pressure-packed environments.  In my qualitative buyer research work, I see shifts in behavior on the part of buyers.  There are unique sets of…

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One Way to Know the Ideal Buying Scenarios for Lead Nurturing

Depending on which reports you may read (Marketing Sherpa, Forrester, and etc.) approximately 60% or more of B2B businesses do not have a formalized lead nurturing program.  Yet, these same reports benchmarking such effort tell us this: companies who perform lead nurturing enjoy a better than 25% higher return on their efforts than those who do not.  Which begs the question: why are companies slow to adopt to lead nurturing? Reasons I suspect one reason may be the pressure for instant results.  Which makes you think:  how much potential revenue is being left on the roadside?  If organizations evaluated what…

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Is Your Lead Generation Off-Target?

A problem facing organizations today is generating more leads. Making this issue even more challenging is changes in buying behavior. Depending on which study to reference, buyers are performing different activities for up to 70% of their buying evaluation before sales intervention.

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5 Buying Behaviors of the Persona Buying Cycle

“It is good to have an end to journey toward; but it is the journey that matters, in the end.” ― Ernest Hemmingway The concept of buyer personas, as a means for understanding buyers, has been around now for over a decade.  It is an understatement to say many things have changed in the world of buying and selling since their beginning. We have witnessed the changing dynamics of the buyer-seller relationship. The dynamics I refer to are buying behaviors and buyer goals.  On the other side of the coin, we see marketing and sales making attempts to adapt.  The…

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