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Carri Bugbee

Top 5 Trends in Sales 2.0 - 0 views

www.totango.com/...top-5-trends-in-sales-2-0

sales trends software as a service SaaS

shared by Carri Bugbee on 26 Jan 12 - No Cached
  • 1 – Attract many, then focus on filtering If your prospects do research online, will they find your company, or your competitor? Mark Roberge, VP Sales from HubSpot argued that you should keep the top of your sales funnel as broad as possible.
  • #2 – Give all sales people a social media address Scott Holden, Senior Director at Salesforce.com argued that not just companies need to be discoverable, but also individual sales representatives. Social pages are often the first ones to come up in search results.
  • Scott Holden summarized this as moving from self-promotion to social referrals: “trust me, he is a great lover” and not “I am a great lover”.  I expressed a similar sentiment in my blog earlier this week on Genuine Customer Engagement.
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  • 50%-70% of sales processes start long before a sales person ever gets involved. The most important deciding factor in the sales process was “online demos”, not sales person interaction.
  • #5 – Consider a territory model based on social proximity
  • leads are assigned based on the personal relationship of a rep to the lead, rather than geography. On paper this social proximity model sounds great, but in reality it is still difficult to implement.
  • B2B companies need to learn from this and move to lower touch selling models, wherever possible. One of the speakers, Rini Das from PAKRA, has achieved just that. She is closing 95% of her business based on social media leads.
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

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

B2B Marketers: Start now; you must understand your buyer's journey - Musings - 0 views

www.informing-arts.biz/...ters-the-journey-is-the-reward

B2B business-to-business btob marketing buyer's journey

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • Painful Con­se­quences of the Sta­tus Quo for B2B Marketers Accord­ing to a recent report by For­rester, here are some of the typ­i­cal con­se­quences of tra­di­tional B2B mar­ket­ing, approaches that haven’t responded to the new realities: Only 12% of tech mar­keters say they have a “very strong” rela­tion­ship with their sales coun­ter­parts when it comes to achiev­ing align­ment on sales pipelines, processes for man­ag­ing leads, etc. Half are unable to reach solid agree­ment on basic things like busi­ness targets. No vis­i­bil­ity into what’s going on with the buyer (or buyer com­mit­tee) once the lead moves into the sales pipeline. Chaotic engage­ment with the cus­tomer, siloed com­mu­ni­ca­tion chan­nels, incon­sis­tent mes­sages, lost opportunities. Too many tools, too lit­tle inte­gra­tion, too much over­lap, wasted spend.
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.
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  • 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

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%).
Jean Lie

Callbox: Providing Sales Support to One of the Largest Business Software Companies - 0 views

www.callbox.com.my/st-business-software-companies

Software case studies Malaysia

shared by Jean Lie on 21 Mar 17 - No Cached
  • Jean Lie on 21 Mar 17
     
    The Client's goal is to provide the best software experience and a lower total cost of ownership for their customers. To meet customers' long-term needs, they provide an evolutionary path to support continuing business and technology innovation.
Carri Bugbee

Marketers embrace digital content testing :: BtoB Magazine - 0 views

www.btobonline.com/...mbrace-digital-content-testing

B2B business-to-business btob marketing websites content strategy testing

shared by Carri Bugbee on 12 Apr 12 - No Cached
  • While testing content is nothing new—in fact, most marketers and agencies perform some sort of testing on creative content before publication—the formalization of such processes has become a priority at many b2b companies.
  • We've learned that simplicity is the key—easily scanned, brief content, appropriate imagery and a value-based call to action.” For example, after simplifying a registration form for a particular call to action, SAP.com saw a 96% increase in the number of registrations.
  • “We have to look at what is the downside to SAP in removing a field, such as taking away "industry.' We have industry-specific sales teams, so for each field we take away to get an increased conversion, there is a downside—now we have to do more work on the back end [to learn this information].”
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  • For its Web pages, HP scores content using tools such as Safeguard by SDL Tridion, which scans Web page content for keyword optimization, metadata and visual elements to optimize the user experience and improve SEO.
  • HP's social media group reviews blogs written by HPers and implements best practices, such as testing headlines, language and calls to action. Once blogs have been reviewed and tested, the views on blog pages may increase up to eight times, Anderson said.
  • “We have a publishing calendar every week, which looks at all the content we're pushing out to meet our corporate goals,” said Cindy Kim, director-marketing and social media at JDA. “We use LinkedIn, Twitter and Facebook to see what topics resonate.”
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.
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  • 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 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.
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.
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  • 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

Marketing Automation: 3 Trends to Watch in 2012 | Oktopost - 0 views

blog.oktopost.com/tion-3-trends-to-watch-in-2012

B2B marketing automation business-to-business BtoB content marketing sales funnel lead generation

shared by Carri Bugbee on 08 Mar 12 - No Cached
  • Marketers must produce marketing automation campaigns that are even more personalized, pertinent and timely.
  • Rather than measuring page views and click rates, marketers are starting to focus on numbers that relate directly to revenue
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