Tag Archives: content marketing

Sales Lead Generation Activities Also Pursue Active Prospects

You’ve heard it so many times: Prospects only buy because they want to. You can’t compel them anymore. They do their own research thanks to the internet. Most sales lead generation activities should now focus on creating content that will attract prospects, give them the answers they’re looking for, and hopefully cultivate enough interest to make them buy on their own.

 

To summarize, it feels like you have to find a perfect match between your business and the prospect with the right set of problems to solve. On the other hand, does this fact really mean you should only rely on passive, inbound methods for generating leads or is it still possible to actively pursue active prospects?

 

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Sales Lead Generation Tips – Look Back on How You’ve Grown Up

It’s becoming the rule of thumb that B2B marketers should create marketing content that talks less about your products and your company. Instead, the focus is on delivering relevant information that’s helpful to your readers.

 

It’s almost rebellious to suggest that the rest of your sales lead generation strategy should be about putting your own business on a pedestal. How much worse when it comes to highlighting how much you’ve grown as a company?

 

Here’s the thing: You don’t have to highlight just to look back yourself. Ever had moments of personal reflection, looking back (like say, on your childhood), and then coming out with a new idea? This is it, except you’re applying the ideas to your B2B marketing process.

 

"There you are Peter!"

If you’ve ever watched Hook, a story about a grown-up Peter Pan, you’ll understand what it means to look back on your childhood. You can be surprised at the amount of insight you’ll get when you pause and look back on how far your business has gone. A few examples include:

 

  • What changed – The change could’ve been bad or good but it was ultimately still change. New products had to be made or innovations were just badly warranted at a certain point in time. These changes represent the experience you’ve had in your industry and now you can share that experience to your own prospects and customers.

 

  • What was forgotten – This might sound a little bit cliché but sometimes your current marketing problems could’ve resulted from forgetting something important. Whether it was something as typical as your company vision or simply an old strategy you used to employ, sometimes looking back helps you remember old solutions that you haven’t tried in a while.

 

  • What was missed – Perhaps you noticed something back then that didn’t seem such a big deal at the time. It may have been the sign to a local business or an annual business convention that you didn’t feel was worth attending. A bit of retrospect can go a long way when you can’t get any ideas at the present but get new ideas when you put the past in a different perspective.

 

  • What you’ve taken with you – Sometimes instead of changing something, you realize that you’ve been doing something that carried on even after you’ve gone past the startup phase. The only thing you need to do know is generate more attention to it and how this something can be of great value to also your prospects.

 

You might be wondering, won’t these ideas apply to everything else outside of marketing? Yes they can! That’s all the more reason to apply them. Remembering history prevents us from repeating it. Remembering your childhood helps you grow up.

Lead Generation Tips – Timing Like TV

Content and online marketing have always been hailed as the new force that’s driving today’s B2B marketing and lead generation. This is often believed to be the result of the internet giving consumers more control on what they get, when they want to get it, and where to find it.

 

It’s like in the case of online television and real television. Nobody has to worry about missing a show anymore. You just stream online or better yet download it. You can see this happening with companies like Netflix capitalizing more on their own, original content much like in other online media industries already established by webcomics and celebrity YouTubers.

 

But while customers are all free to receive the content whenever they want, it doesn’t mean you’re also free to produce it out just as freely. The internet has not eliminated the need for a schedule in your overall lead generation strategy.

 

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Using Telemarketing to Tap Lurkers

A common challenge among social media marketers is the 90-9-1 rule. 90% of your followers are lurkers with only 9% engaging and the 1% actively creating content of their own.

 

B2B responses to this challenge are many, including better targeting, more engagement, as well as the occasional direct telemarketing campaign. What good are lurkers when you can’t get them out of their hiding place right?

 

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Restocking B2B Marketing Resources – Part 3

Last week, we discussed the two different resources used by telemarketers and email marketers and how they keep them stocked during B2B lead generation campaigns. Today, you’re going to learn about a resource that’s a wee bit trickier: content.

 

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