Demand Generation
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The B2B Marketer’s Guide to Choosing the Right Lead Generation Partner
Nearly 20 years ago, I started my first Performance Marketing business, Thrive Marketing Group. It was an opportunity to harness my passions for entrepreneurship, web technologies, and the rise of digital marketing. But most of all, it was an opportunity to have a profound impact on the success of our clients, helping them grow their…
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How to Measure Lead Quality From Your Lead Generation Providers
Demand generation teams are all trying to do one thing: Drive more pipeline with their lead generation programs. But they often get stuck in a quantity mindset instead of a quality mindset. In other words, they end up measuring the success of their campaigns by the number of leads generated, instead of focusing on more…
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10 Ways to Improve Lead Conversion Rate
Conversions are the cash crop of B2B marketing. They’re where the money comes from. You can run the best lead generation campaigns in the world, but if those leads don’t convert into solid business opportunities and paying customers, then it’s all for nothing. But here’s the thing: conversions can be difficult. In fact, 54% of…
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10 Questions To Ask A Lead Generation Company During Your First Meeting
You’re ready to start working with a lead generation partner. ? You’ve got a bunch of nurture campaigns set up, your lead routing and lead qualification models have been perfected, and your sales reps are ready to start smiling and dialing. Now all you need are some great prospects from a lead generation partner. Or…
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How to Create Demand with Native Content
Native advertising is a style of paid advertising that markets your solution in a way that the ad looks consistent with the branded style of the platform you’ve uploaded it on. The purpose of native content is to have your digital ad exist cohesively on the host platform. It can be images, written, or other…
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How to Use Intent Signals to Boost Your Pipeline
Intent data was a term rarely discussed in B2B marketing circles 10 years ago, but today it’s a staple in every marketers’ toolbox. The idea behind intent data is simple. People partake in all sorts of activities online. They visit vendor websites, fill out forms, engage with chatbots, and they type search terms into search…
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How Your Brand Helps Turn B2B Prospects into Buyers
The B2B technology buying process is full of complexity and risk for B2B buyers. There are often dozens of software applications and technology tools available to meet the business needs of buyers. For B2B marketers, for example, there are more than 11,000 martech applications available on the market, offering everything from data enrichment to marketing…
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Why Don’t We Treat Talent Acquisition More Like Customer Acquisition?
The modern marketing and sales organization often integrates several platforms to deliver a comprehensive view of prospects and customers. But when it comes to recruiting talent, the systems are often years behind what’s available to marketing and sales. Recruiters, for example, often can’t target potential employees the way their colleagues in marketing can target potential…
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How to Put Your Product at the Center of Your B2B Revenue Organization
An increasing number of B2B revenue organizations are aligned around their product and customer lifecycle. Marketing generates awareness, sales closes deals with customers, and customer success is tasked with increasing renewals and lowering attrition. But just because the teams are organized in such a manner doesn’t mean the motions are carried out correctly. In this…
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How AI Can Improve Revenue Team Processes and Results
A surprising number of the daily activities that take place on revenue teams remain manual. Sellers still create reminders to follow up with prospects or customers. Data is manually entered into CRM applications and other tools, increasing the likelihood of human error in the process. It’s a little hard to believe when you think about…
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What Are All the Ways People Demonstrate Intent?
Intent data is a hot topic right now, especially with all the buzz around cookies potentially going away (although Google keeps pushing its timeline back). Vendors need data in order to best market their products, but it can be difficult to provide the right messaging when you don’t know where in the buying journey a…
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How to Get Your Organization Started with Revenue Operations
Many organizations are putting Revenue Operations roles in place and growing the role into an entire team. But confusion around the RevOps role, the functions it performs, and where it goes as the revenue team matures continue to be an issue at many organizations. Revenue Operations is not the same as a Salesforce Admin, but…
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How to Set Women Up for Success in Revenue Roles
How are we going to develop the next generation of female revenue leaders? It’s a complicated question because the lack of women in revenue leadership roles today makes it hard to develop leaders for tomorrow. Women are sorely underrepresented in leadership roles. And that’s as true of revenue teams as it is elsewhere in many…
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How to Make the Transition from Lead Gen to Demand Gen
Moving your marketing from a lead gen strategy built on MQLs to a demand gen strategy built on revenue and pipeline is often discussed in B2B marketing circles. But if you’re making the transition, it needs to go deeper than the label. Among the challenges you’ll face in the process are communicating the benefits of…
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5 Ways B2B Lead Gen Has Changed in the Past Decade
B2B lead generation used to be straightforward. Vendors held almost all of the information, including the details on pricing and features. And in order to get access to that information, buyers gave up their contact details by filling in a form or making a phone call. This is how many relationships between buyers and vendors…