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I want to quickly talk about using social media for prospecting and outreach, because for certain businesses, this can be an amazing method of lead generation.
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3 Takeaways for Evolving Your Account-Based Sales Strategy with AI
Consider replacing lead capture forms with intelligent chat bots. Set up personalized welcome messages for target accounts. Include links that trigger chat bot conversations in your outbound emails.
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Use influencers to generate social proof
Create an actionable Facebook advertisement
Use Twitter’s advanced search queries
Focus on your value proposition
Make sure your website has a blog
Leverage cold outreach (the right way)
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What are the best indicators that a B2B target is in the market for new technology or products?
Skidmore: The greatest predictor of a company’s next technology purchase is the tech they own today. That idea is true of most industries. Prior experience is the greatest predictor of future actions. So, you can segment those [variables] and then look for signals from target customers as to whether they are in [the buying cycle]. That’s one of the things about overwhelming amounts of information—you need to be able to identify which pieces of information are the most valuable to your company now. We create scores of likelihood to purchase based on a wide range of variables.
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"Not everyone has a big budget to spend on completely restructuring their marketing org, buying fancy technology, etc. Take a deep breath and start small to win big. Here’s how Kate Athmer of Integrate suggests getting started:
- Identify which demand gen challenges are affecting your organization. We created a demand marketing assessment guide to help with this. You can get it here.
- Talk to your peers at other organizations to learn how they’re approaching similar problems.
- Create a strategy for solving these challenges incrementally.
- How can you reiterate manual processes to speed them up? For example, creating templates for repetitive efforts.
- Are there any alternative ways to approach a problem that would be more efficient? Maybe existing tech you have could be repurposed?"
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Created by Process Street in partnership with PersistIQ, this study uses an archive of over 1,000 sales emails and voicemail transcripts from some of the world…
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Hubspot says that cost per lead in financial services is $272. That can't be right.
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In 2015, BrightFunnel released a host of statistics that show marketing must work harder than ever and that its efforts span the entire buyer’s journey, from lead to sale.
It takes 52% more marketing touches to close a deal. The total number of touches are evenly split between pre-sales (53%) and the sales cycle (47%). The average path to sale for “high growth” tech companies is 512 days from lead to revenue.
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For many B2B organizations, the challenge has become less about generating new leads and more about how to further engage those leads and move them into a next stage conversation. Critical elements of that include timing — with 87% of respondents in Demand Gen Report’s 2017 B2B Buyer’s Survey Report saying the “timeliness of a vendor’s response” is important — as well as the messaging in the follow-up.
To help address this, a growing number of B2B organizations, such as BeyondTrust, ScaleArc and Cox Media, are seeing early returns from using artificial intelligence (AI) driven applications with the goal of making follow-up engagement more efficient and effective.
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Today’s best reps use predictive analytics, a form of AI that optimizes decision making around sales efforts. Salesforce and Microsoft have AI-driven tools and investment in AI startups is at an all-time high. This type of software uses techniques that gather customer and prospect data from multiple sources, run it through machine learning models to predict which leads are most likely to convert, and present the findings to a sales team, in the form of best prospects and accounts. AI-driven software can eliminate a great deal of manual work, helping sales reps make decisions about how to approach prospects, personalize conversations, and most importantly, focus on the leads that deserve follow-up. Here are a few data points which can be taken into consideration by an AI-based platform: size of company; location; recent ventures; length of sales cycle; revenue; growth rate; financial health; recruitments; relocations; funding rounds; installed technologies; intent to buy; social media activity.
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Multi-touch prospecting campaigns are not new, and they have been driving real results for the fastest growing companies in the world. There are 5 key factors in the multi-channel prospecting campaign: 1. Prospecting is a campaign. 2. Email is the core channel for outreach. 3. The phone isn’t dead, but it is used differently. 4. A social touch (LinkedIn) increases overall conversion. 5. Campaigns should be delivered over time.
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"The Recipe for Better Sales Prospecting Create a concept for a group of companies. eg: Fortune 500 industrials, companies hiring Software Engineers in Chicago, companies that recently raised $10M+
Build a list of those companies – with their web domain. Hint: you can pay an upworker to do this! Run that list of companies through a prospecting tool – Such as Clearbit, Zenprospect, or Lead Genius to identify the right prospects."
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Top of the Funnel Tweaks 1. Use a Pre-Signup Form 2. A/B Test Content Hierarchies 3. Use Remarketing Alongside Your Content Marketing 4. Use Behavioral and Exit-Intent Popups
Middle of the Funnel 5. Create Separate Auto-Responder Campaigns Based on User Stage 6. Offer a Free Trial Only If a Visitor Doesn’t Subscribe to Your Service 7. Send Summary Reports
Bottom of the Funnel 8. Consider Support Chat Widgets
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1. Don’t bury them with sales follow-ups. 2. Most people hate putting their phone numbers into content-download forms. 3. Your website must have thorough contact information. 4. Understand their needs and where they are coming from. 5. “We don’t do that” is a legitimate answer. 6. Your messaging needs to be clear.
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When Brian Anderson first messaged Charlie Liang from Engagio to ask for a meeting, he couldn’t predict that his email would go viral. Brian, Co-Founder of Captuvate, had heavily tailored the message…
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Steps: #1. Extract your competitor’s Twitter Friends #2. Match Twitter handles to Gmail addresses with FindThatLead #3. Match remaining Twitter handles to LinkedIn Profiles with FullContact #4. Bring the Dux in on the action #5. Possibilities (hint: endlessness) Tools: FriendOrFollow FindThatLead FullContact Dux-Soup
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Your Calls To Action Are Not Streamlined
You Don’t Have Consistent Messaging
You Didn’t Implement Cross Platform Design
You’re Not Analyzing The Data Or Split Testing
You’re Not Retargeting
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Offline information sources remain important, supplemented by new online sources High-value B2B purchase decisions are typically complex, involving multipl. Marketing topic(s):B2B strategy. Advice by Dave Chaffey.
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First, social intelligence and the consumer insights drawn from social data can inform marketing content, brand positioning, and even your product and company value propositions. How?
A useful approach to lead generation on social is through highly specific and targeted audience segmentation. Social audience analytics can give you a fantastic way to identify and collect those online leads.
This third and crucial last element is all about relationship building and nurturing. Social demand generation is great for building and addressing market demand — and for increasing leads in a highly targeted manner. Yet, at the end of the day, it all comes down to taking that vital next step: engaging with prospects.
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- A seasoned salesperson came on board briefly last year. After extensive training, she sent 75 cold outreach emails–um yes, spam. We had zero responses.
- This year, my company MarketSmiths outsourced the role. We had one person research leads and another send them. Over four weeks, 40 emails were sent. These got three responses and zero new clients (so far).
- In between these episodes, I sent 25 cold outreach emails–meticulously researched, laboriously customized, individually targeted. Out of the 25, 15 people responded, resulting in six meetings and one major project, with another in the works.
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"Updating social media (15 minutes) Engaging on social media (5 minutes) Perform SEO research (20 minutes) - Identify keywords
- Analyze your SEO
Email (20 minutes)"
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How do you get better leads?
First, create relevant, high-quality content. There's no question that the primary way to improve your lead generation campaigns is by creating great content. Everybody knows that, and works hard to do so, but let's first understand what makes a piece of content relevant.
Second, keep your lead database clean. If your business has already done more than 10 lead generation campaigns for the past few years, it's likely you have old leads in your database that are killing your ROI calculations. After all, why would a lead that you got five years ago still be interested in what you have to offer?
Finally, acquire leads from relevant sources. If you want to sell an enterprise B2B SaaS program, and for some reason you got a lead from Instagram, there's a high likelihood that person isn't truly an enterprise manager who is interested in your software. So make sure to bring people into your funnel from better sources.
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All of this illustrates why lead validation simply has to be a major component of any lead generation campaign. With lead validation, every interaction—whether it’s through the website, email or over the phone—is reviewed and categorized as a true sales lead or not a true sales lead. Even though this process can be time- and labor-intensive, it’s absolutely crucial in terms of providing marketers with the most complete information possible. For example, let’s say your website has two sources that are generating conversions: Source A and Source B. According to the raw analytics, Source A generates 100 conversions a day, and Source B generates 50. Based on those raw numbers alone, it would make sense to assume that Source A is far more successful, and you would want to direct resources there to maximize its potential.
However, applying lead validation to those numbers might show you that out of Source A’s 100 conversions, only 25 are true sales leads; whereas Source B is generating 45 true sales leads out of its 50 conversions. In terms of ROI and cost per lead, Source B is outperforming Source A by a significant margin. Without lead validation, however, Source B would probably receive fewer resources, and leads from it could begin to dry up.
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Before the hand-off to sales:
- Which marketing activities generate the most leads?
- Do you have content aligned to the buyer’s journey?
Sales hand-off:
- Has sales and marketing agreed upon a definition for good lead? Are those the types of leads being handed to sales?
- Which pieces of content produce the most qualified leads? Why?
The sales process:
- Does your content align to your sales stages?
- Do your sales reps have the right amount of content for each sales stage?
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Infographic: How to Generate Leads with Social Media - CrazyEgg
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