Demand Generation
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Moving Beyond the MQL? What Comes Next?
The marketing qualified lead (MQL) is a long-standing metric in B2B marketing that increasingly finds itself under fire for a number of reasons. Those who want to see the MQL banished to the B2B marketing wastebasket say it’s too subjective, not tied to revenue growth, and not indicative of the complexity of the B2B buying…
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4 Ways to Optimize Your Landing Page for Conversions
There are a number of factors that determine whether or not a website visitor converts into a lead. The visitor’s awareness of your brand is one. The value the visitor finds in your offer is another. But the landing page is often the area where marketers can make the most difference in the outcome of…
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Does Your Sales Enablement Match the Modern B2B Experience?
Today’s B2B prospects are more informed about the solutions they’re researching than ever before. By the time they have a conversation with a sales professional, they’ve likely already consumed content, talked to colleagues, and read user reviews. Meeting the needs of these prospects often requires sales teams to be prepared for almost anything. And that…
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Is the RevOps Methodology Right for Your B2B Organization?
More and more B2B companies are adopting revenue operations, which some see as a strategy or as a framework for organizing marketing, sales and customer success teams. For our guest on this episode of B2B Nation, RevOps is a methodology. Jason Reichl is CFO of Breadcrumbs and the former CEO of GoNimbly, and he is…
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How You Can Ensure Teledemand Leads Actually Convert
Everyone wants more high-quality leads, but many businesses neglect teledemand as a marketing channel due to preconceived notions and difficulty converting. For the majority of organizations, ignoring this channel is a mistake. Done right, telemarketing is a great way to capture high-quality leads and learn more about what your potential customers are looking for. We’ve…
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Sales Enablement Strategies
In this episode of B2B Nation, we talk to Georgia Watson, an award-winning sales enablement expert from IBM, and Aimee Dunn, who handles the sales enablement function here at TechnologyAdvice. Our conversation touches on the essential skills for sales enablement, whether it matters where the sales enablement function resides and the importance of marketing and…
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What’s Your No. 1 Revenue-Driving Tactic Today?
Remember the plan you had at the beginning 2020? It likely lasted less than one quarter. It’s been a year of upheaval and personal and professional stress for many B2B marketers, but it’s also been a year of opportunity. Marketers and marketing organizations that demonstrated agility, quick thinking, and innovation had a chance to shine…
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Mitigate Crisis Pipeline Reductions in 4 Steps With This Portfolio Calculator
We’re all well-versed in the ways that the COVID-19 pandemic has made things difficult on people in any industry, and B2B marketers have seen many of the same problems. While our job functions don’t qualify as essential like grocery, healthcare, or emergency service workers, we help keep the lights on at many businesses that provide…
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Redefining KPIs: How To Evaluate Your Marketing Lead Programs As A Portfolio
Conversion rate feels like the most important metric that lead generation teams can measure. But if you only look at the conversion rate, you’ll only see part of the story. To truly understand the full value of each of your programs, you need to do a one-to-one comparison across lots of metrics. Stock buyers perform…
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The Most Important Lead Metric You’re Not Tracking is PCPL: Pipeline Created Per Lead
As long as there have been sales teams, there have been complaints about the quality of leads. Sales teams can get bogged down in the day to day minutiae of calling, follow-up, emails, and LinkedIn messages, which can warp their sense of the potential of any program. We have to stop relying on the gut-feel…
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How Do Lead Generation Services Really Work?
This article has been updated for 2020. Despite what you may have read from best practice pundits, lead generation is not easy. In fact, if we examine some statistics, we’ll see that generating leads is the biggest challenge for 63 percent of companies. Consider the undertaking required to build and cultivate multiple lead sources: each…
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How To Increase Your Lead Conversion
Lead lists are easy to come by, but converting those leads isn’t guaranteed. How do you increase your overall lead conversion? It’s not simple, but it’s possible. These six steps will have your team producing more opportunities and driving revenue from your leads. 1. Get as much information as possible about the lead when you…
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BANT Leads Don’t Grow on Trees
See that? That’s a picture of a BANT lead tree. Yes, there is a unicorn sleeping under the tree. That’s because BANT lead trees only grow in the same fictional world where unicorns, elves, and dryads roam. Every week, clients ask me for hundreds of BANT leads* that will convert at 40 percent, and they…
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Sales Keeps Rejecting Your Leads. What Do You Do Now?
We’ve all been there. We bust our asses to find good leads from the best lead gen providers, hand them over to sales with pride, and feel our stomachs sink when sales rejects some of them. When this happens — if you’re like me — you might wonder what you did wrong. You might also…
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Secure The Exits: How to Sell Exit Security
Resignations and terminations are not usually happy events, barring retirements. And for cybersecurity teams, these events can cause a lot of anxiety, especially if their company doesn’t have a plan for securing data prior to an exit. But cybersecurity marketers can help security teams make their workplaces safer by giving them educational materials and exit…