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Carri Bugbee

A B2B Guide for Blogging Lead Generation - 0 views

blog.hubspot.com/...-Blogging-Lead-Generation.aspx

blogging lead generation business-to-business btob B2B marketing content marketing

shared by Carri Bugbee on 03 May 12 - Cached
  • As a B2B marketer, your job is to diversify the lead generation offers available on your blog so they apply to these different personas. These offers will fall into two main categories.
  • If someone is visiting your site for the first time, it's likely they aren't ready for a ton of product-focused information. Instead, they probably want to learn more about your business and, more importantly, your expertise. The best way to convey industry expertise is through some type of premium content.
  • Warm leads need a different type of offer. They already know that you have expertise, possibly because they have read one of your premium content pieces or because they have already talked to a sales rep. These leads want more product-focused information.  They want detail, a discount or a free trail.
  • ...3 more annotations...
  • The End of a Blog Post - Putting a call-to-action at the end of a blog post is the offline equivalent of calling a lead within minutes of a conversion. If someone has just read a piece of your content, it is likely they are at the peak of their interest. If you can place a call-to-action at the bottom of a blog post that connects with a content offer similar to the topic of the article, then you can dramatically increase your response rate for generating business blog leads.
  • Top Bar and/or Side Bar - Think of your blog like a publishing site. What type of content offers are most applicable to the majority of your blog readers? Use these offers in visual calls-to-action, either in your sidebar or below your blog's navigation. This type of call-to-action will have a lower click-through rate, but it will help capture leads that are not focused on a particular blog post but are instead scanning your blog.
  • Text Links - It is common practice to link to other websites and blogs in your own blog posts. Additionally, it is important to take the opportunity, where relevant, to include some anchor text links to offers related to the blog post.
Carri Bugbee

Web Sites - Websites Top Online Source of B2B Leads, but Still Underperforming : Market... - 0 views

www.marketingprofs.com/...eads-but-still-underperforming

websites B2B leads lead generation online business-to-business btob Marketing sales

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • Though 88% of B2B companies say they understand their target audiences at least moderately well, they still struggle to translate that understanding into new business leads via their corporate websites, according to a new study by Demandbase and Focus.
  • Corporate websites are a critical channel for B2B companies. After personal connections and referrals (41%), websites are the leading source of leads (23%) among surveyed B2B professionals, outpacing email (14%), online advertising (7%), and social media (3%).
Carri Bugbee

Twitter Seen Outpacing Facebook, LinkedIn for B2B Lead Generation - 0 views

www.marketingcharts.com/...-for-b2b-lead-generation-26474

B2B BtoB lead generation business-to-business Twitter

shared by Carri Bugbee on 11 Feb 13 - No Cached
  • Facebook was the dominant driver of site visits, at a majority 54% share, followed by Twitter (32%) and LinkedIn (14%). But, when it came to leads, Twitter was far and away the most important social media source, generating 82% share of leads, compared to just 9% each for Facebook and LinkedIn.
  • Twitter not only was best for generating leads, but it also showed the highest conversion rates. Compared to the 1.22% average for social media (which was below the 1.6% average for all site sources), Twitter had a 78% higher conversion rate (2.17%), easily outperforming LinkedIn (0.8%) and Facebook (0.74%). That’s despite LinkedIn having the highest engagement rate by pageviews per visit (2.5), and Twitter the least (1.5).
Carri Bugbee

Lead nurturing 101 - B2B Marketing - 0 views

blog.marketo.com/...7_lead_nurturin.html

lead generation business-to-business B2B btob marketing sales lead nurturing

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • Research from Forrester, CSO Insights, Brian Carroll – as well as Marketo’s own research –demonstrates the ROI of lead nurturing. In particular, companies that excel at lead nurturing: Decrease the percent of marketing-generated leads that are ignored by sales (from as high as 80% to as low as 25%). Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% lower). Have more sales representatives that make quota (9% higher) and a shorter ramp up time for new reps (10% decrease).
Carri Bugbee

How to Calculate & Track a Leads Goal That Sales Supports - 0 views

blog.hubspot.com/...-Goal-That-Sales-Supports.aspx

lead generation service level agreement SLA Hubspot

shared by Carri Bugbee on 17 Mar 12 - No Cached
  • An SLA between Marketing and Sales is an agreement where Marketing promises to produce a certain quantity and quality of leads for Sales over a given time period. The SLA is tracked on a daily basis, typically in the form of a chart or graph that maps the progress against a cumulative goal
  • next time Sales complains (and if you’re on track), all you have to do is tell them to take a look at the SLA -- the proof is in the data!
  • In your SLA, you should get credit for the quantity, but also more importantly, the quality of the leads you hand over to Sales.
Carri Bugbee

Frequency of Blogging Makes a Difference for Customer Acquisition - 0 views

www.marketingcharts.com/...for-customer-acquisition-21276

social media blogging facebook twitter corporate blog lead generation content marketing business-to-business btob B2B B2C consumer

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • Increased frequency of blogging correlates with increased customer acquisition, according to [pdf] an e-book released in February 2012 by HubSpot. 92% of of blog users who posted multiple times a day acquired a customer through their blog, a figure that decreased to 66% for those who blogged monthly and 43% for those who posted less than monthly. Overall, 60% of the survey respondents indicated that they blog weekly, while 10% post daily and 30% either monthly or less.
  • By contrast, among B2B companies, LinkedIn was the most effective, with 65% of these respondents having acquired a customer through the professional network. Company blogs (60%), Facebook (43%), and Twitter (40%) followed.
  • Facebook has generated leads for 73% of B2C marketers, ahead of Twitter (40%) and LinkedIn (12%), it takes second rank for B2B marketers. Of those, 44.6% say LinkedIn has been effective in generating lead flow, with Facebook in second (35.1%), and Twitter (31.6%) in third.
Carri Bugbee

Buyer Personas, Content Strategies Fuel Successful Marketing Campaigns - Musings - 0 views

www.informing-arts.biz/...to-offer-more-relevant-content

buyer personas content strategies marketing business-to-business btob B2B lead generation content marketing

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • To improve sales pro­duc­tiv­ity mar­keters must pro­vide rel­e­vant infor­ma­tion to sup­port the needs of both key deci­sion mak­ers, as well as the buy­ing influ­encers. Effec­tive lead nur­tur­ing cam­paigns are highly depen­dent upon the avail­abil­ity of rel­e­vant con­tent, for each key touch­point through­out the buy­ing cycle. B2B mar­ket­ing automa­tion experts like Elo­qua and Mar­keto say that this con­tent should be rel­e­vant to the buyer’s role and key busi­ness issues, not just to the appli­ca­tion or solu­tion under consideration.
  • 45% of CMOs sur­veyed say they are faced with “mar­ket­ing to a grow­ing num­ber of peo­ple involved in the buy­ing process,”
  • A buyer per­sona is a detailed pro­file of an exam­ple buyer that rep­re­sents the real audi­ence — an arche­type of the tar­get buyer. Mar­keters can use buyer per­sonas to clar­ify the goals, con­cerns, pref­er­ences and deci­sion process that are most rel­e­vant to their cus­tomers. Imag­ine how effec­tive mar­keters could be if we would all stop mak­ing stuff up and start align­ing our mes­sages and pro­grams with the way real peo­ple think.
  • ...2 more annotations...
  • ead nur­tur­ing cam­paigns are heav­ily depen­dent on high qual­ity con­tent that can be served up to the right per­son, at the right stage of the buy­ing cycle. With­out that con­tent, lead nur­tur­ing ini­tia­tives can­not deliver supe­rior results.
  • Map Buy­ers to Content Once you’ve iden­ti­fied key buyer per­sonas and devel­oped a POV on how best to inform or moti­vate them, you’ll want to turn that into a con­tent map. B2B mar­ket­ing automa­tion Mar­keto pro­vides sev­eral resources to help with con­tent map­ping. For exam­ple, Marketo’s blog shows a grid that you can adapt, with rows and columns to map the con­tent you have (or need to cre­ate) for each key buy­ing role, for each key stage of the buy­ing cycle.
  • Carri Bugbee on 02 Apr 12
     
    Develop Buyer Personas When build­ing your con­tent strat­egy, don't over­look the crit­i­cal impor­tance of iden­ti­fy­ing key buyer per­sonas and char­ac­ter­iz­ing their respec­tive needs as they progress through the buy­ing cycle. For exam­ple, if a CMO, CFO, and VP of Mar­ket­ing Oper­a­tions all need to say yes before you can make a sale, how do you address their dif­fer­ing concerns? What's a buyer persona? "A buyer per­sona is a detailed pro­file of an exam­ple buyer that rep­re­sents the real audi­ence - an arche­type of the tar­get buyer. Mar­keters can use buyer per­sonas to clar­ify the goals, con­cerns, pref­er­ences and deci­sion process that are most rel­e­vant to their cus­tomers. Imag­ine how effec­tive mar­keters could be if we would all stop mak­ing stuff up and start align­ing our mes­sages and pro­grams with the way real peo­ple think.
Carri Bugbee

B2B Websites NOT Great At Demand Gen | Business 2 Community - 0 views

www.business2community.com/...not-great-at-demand-gen-063841

demand gen lead generation business-to-business B2B btob website strategy sales

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • If you look at the data from the survey, you will see that marketers believe their website is the leading source of leads and that 80% of marketers believe they are NOT maximizing their efforts there.As I like to say:  “you got them into the store (aka website), now what?”  The next step for marketers who are doing the right things with inbound marketing, lead nurturing, and such as optimize conversion when they get them to the website.
  • I am shocked that in this day and age: 27% have 8 or more fields.
  • Ardath: In your opinion, what is the biggest reason that B2B websites fail to generate demand?Craig: There are two reasons.The first is the propensity for creating brochureware.   Many websites are still boring, corporate, sterile, etc.  In today’s world, content needs to be arresting and provide buyers with something they actually want to read.  As well, design and usability is very important to the user experience.The second is conversion, plain and simple.  You have to decide what you want your website visitors to do on a particular page, etc.  If it is to register for something, then optimize the experience for the registration.   Most websites are not the great at that.
  • ...1 more annotation...
  • Craig: There are powerful people in every organization who have opinions about the website who have no idea what modern marketing is about.  An optimized website typically comes from an organization where the marketing department is given autonomy to build what the buyers want, not what the CFO or even Product Development wants.
Carri Bugbee

The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle - 0 views

www.contentmarketinginstitute.com/...lignment-with-the-buying-cycle

business-to-business B2B btob content marketing lead generation

shared by Carri Bugbee on 12 Apr 12 - No Cached
  • Suspects are looking for companies to share what they know as an organization — not what they sell. So the content marketer’s goal at this stage is to get content to spread from person to person in the hopes that the more people it reaches, the better the chance that it will reach a potential prospect.
  • content marketers to avoid using forms when communicating with Suspects, as anything that interrupts consumers’ ability to view your content is a surefire way to blunt its spread at this stage of the marketing game.
  • What information they want: In general, Prospects are looking for content that feeds their professional interests and provides a service, whether it be helping them solve a problem, giving them some targeted business tips, or arming them with information that can help them get buy-in from team decision-makers.
  • ...2 more annotations...
  • he goal at this stage is to collect information on people you haven’t established a relationship with yet, and to gather more information from those you have. This makes the Prospect stage a good time to start using forms as a gateway to your content.
  • Woulfe supports the use of progressive profiling at this stage — where you determine what information you already have on the lead, and then ask only for information that is missing. This allows marketers to gather more useful information without overwhelming the potential lead with repetitive requests. She also urges marketers to follow a Golden Rule of Content: Ask if the content you are pushing out is advancing the customer’s process.
Carri Bugbee

11 reasons B2B technology whitepapers are broken | Pixels and Clicks - 0 views

www.pixelsandclicks.net/hnology-whitepapers-are-broken

business-to-business B2B btob lead generation White papers

shared by Carri Bugbee on 23 Jul 12 - No Cached
  • All successful whitepapers have a call to action. Download this ROI calculator, visit our website, call us on this number- you get the idea. You have wooed the reader, don’t leave them hanging.
  • A broken or non existent content strategy Whitepapers can’t stand on their own- they need content leading up to them, and they work best when they can direct the reader to another piece of collateral. A well written whitepaper is no replacement for a content funnel. 7
  • 10. No social sharing buttons
  • ...1 more annotation...
  • 11.Restrictive gating behind long forms
Carri Bugbee

6 Tips for Optimizing Your Content for the Latest Trends in Consumption | Content Marke... - 0 views

www.contentmarketinginstitute.com/...zing-content-for-latest-trends

business-to-business B2B btob content marketing lead generation

shared by Carri Bugbee on 18 Jun 12 - No Cached
  • However, during the past six months, there have been some major changes in the way audiences consume information. These changes are happening simultaneously on two fronts, one in the form of content curation and the other in content shifting. While content curation is nothing new, the rise in the use of mobile devices — especially tablets, such as the iPad and Kindle Fire — is changing when, where, and how we read internet content.
  • In the process, the programs often strip sidebar content and remove distractions such as advertising, allowing the reader to focus on the text of the article (or video/photos).  
  • Pew Research showed that nearly 20 percent of the U.S. population owns a tablet device, and nearly 30 percent owns an e-reader of some sort (a number that nearly doubled over the 2011 Christmas holiday season).
  • ...5 more annotations...
  • 1. Incorporate calls to action directly into the text
  • As readers strip away sidebars, comments, and other elements of a website, we can no longer rely on sidebar space — or even the space directly under a post — to convert a given objective. Readers may not even see an email sign-up box or related posts that show under the text of a blog post.
  • when choosing which image to feature with a story, they look first at “proximity” to the main article text. From there, they look to patterns showing that an item is a photo and html tags to help them identify the proper photo. This would suggest that best SEO practices — such as including “alt image” tags and designating a featured image — may also help.
  • 4. Write strong headlines, lead paragraphs, and meta descriptions
  • 5. Maximize social media sharing
Carri Bugbee

Content Costs for Demand Generation and Marketing Automation | Demand Gen (r)Evolution - 0 views

www.leftbraindga.com/...sive-and-other-obvious-facts-2

content marketing demand generation lead business-to-business B2B btob

shared by Carri Bugbee on 04 May 12 - No Cached
  • 26% of average marketing budget is spent on content marketing, with 3.5 dollars spent on distribution for each dollar spent on creation.  Do the math and that means 5.8% of the average marketing budget is spent on creating content.
  • To put all this in perspective, license fees for marketing automation software are usually 1% to 2% of the total marketing budget.  In other words, content will cost several times more than software when most companies deploy a marketing automation system (and distribution costs will outweigh them both).
Carri Bugbee

Web Marketing B2B | B2B Advanced Strategies | Searchlight Marketing | Houston - Naples ... - 0 views

www.slmkt.com/...persuading-with-personas

B2B business-to-business btob marketing lead generation sales web marketing strategies

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • Persona I: The Methodical B2B Customer Methodical types need to be prepared and organized to act. How can your solution solve this problem? Provide hard evidence and superior service. Persona II: The Spontaneous B2B Customer Spontaneous types live in the moment. Why is your solution best to solve the problem now? Address immediate needs with relevant and credible options. Persona III: The Humanistic B2B Customer Humanistic types are usually slow to reach a decision and generally prefer the big picture. Who has used your solution to solve my problem? Offer testimonials and incentives. Persona IV: The Competitive B2B Customer Competitive types are goal-oriented and looking for methods to completing tasks. What can your solution do for me? Provide rational options, probabilities and challenges.
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