This document provides guidance on using inbound marketing to improve lead generation in 2013. It recommends having a plan to understand buyers' concerns and motivations. It also recommends becoming an expert at generating awareness through helpful content ("TOFU Ninja") and nurturing prospects with additional content ("MOFU"). Metrics like conversion rates should be tracked at each stage ("Keep SCORE"). The overall approach is to provide value to customers through useful content before attempting to sell.
Jennifer Grimes is responsible for marketing Avanade's ERP and CRM solutions in North America. Previously, Jennifer relied on traditional marketing like trade shows, webcasts, and email. However, she realized focusing on content marketing through blogging, SEO, and social media would be more effective in generating awareness, driving traffic, and converting leads. Using this new approach, Jennifer achieved 300% more traffic, 80% of leads from organic search, and closed 100% more deals. The document outlines a marketing playbook focused on content creation, optimization, and promotion to attract prospects at the top of the funnel and nurture them through the middle of the funnel into qualified sales opportunities.
7 elements to_start_your_train_of_thoughtEnas Sharaf
This document provides an overview of elements to consider when starting a digital marketing plan. It includes:
1) A diagram outlining 7 key elements of digital marketing planning, including research, objectives, offerings, content creation, implementation, traffic attraction, and measurement.
2) Several questions to guide determining your digital presence and driving traffic, including what you want to accomplish, your target audience, which digital properties to use, and how to convert visitors and serve customers online.
3) A proposed methodology for developing a digital marketing strategy, including analyzing the current situation, setting objectives, determining tactics, and monitoring performance over time.
4) Seven important future marketing tactics are highlighted, such as adapting to how audiences
The workshop discussed how B2B companies can use social media more effectively for sales. It explained that customers now co-control the conversation and seek solutions, not just products. The "holy grail" is providing the full package of insights, buyer personas, positioning, content marketing and data to understand customer needs. Companies were advised to start with understanding customer needs rather than just promoting products, and to develop an inspiring brand story around why they exist and how they can help rather than just what they offer. The presentation provided tips on communicating the story through relevant content across appropriate channels at the right time.
7 things you can inject to your marketing right now - Power Up Direct & Digit...Michael Leander
7 things you can inject to your marketing right now - Power Up Direct & Digital Marketing Workshop in Lisbon - part 1 by Michael Leander
Organized by http://www.markedu.com
This document provides an introduction to email marketing. It discusses why email is an effective marketing channel, outlines best practices for email marketing campaigns, and reviews key metrics and technologies used for email marketing. Some of the topics covered include capturing customer data, setting campaign objectives, analyzing results, ensuring deliverability, writing effective subject lines and content, and tips for successful email marketing. The document emphasizes the importance of personalization, relevance, permission-based lists, and ongoing testing and improvement of email campaigns.
Jennifer Grimes is responsible for marketing Avanade's ERP and CRM solutions in North America. Previously, Jennifer relied on traditional marketing like trade shows, webcasts, and email. However, she realized focusing on content marketing through blogging, SEO, and social media would be more effective in generating awareness, driving traffic, and converting leads. Using this new approach, Jennifer achieved 300% more traffic, 80% of leads from organic search, and closed 100% more deals. The document outlines a marketing playbook focused on content creation, optimization, and promotion to attract prospects at the top of the funnel and nurture them through the middle of the funnel into qualified sales opportunities.
7 elements to_start_your_train_of_thoughtEnas Sharaf
This document provides an overview of elements to consider when starting a digital marketing plan. It includes:
1) A diagram outlining 7 key elements of digital marketing planning, including research, objectives, offerings, content creation, implementation, traffic attraction, and measurement.
2) Several questions to guide determining your digital presence and driving traffic, including what you want to accomplish, your target audience, which digital properties to use, and how to convert visitors and serve customers online.
3) A proposed methodology for developing a digital marketing strategy, including analyzing the current situation, setting objectives, determining tactics, and monitoring performance over time.
4) Seven important future marketing tactics are highlighted, such as adapting to how audiences
The workshop discussed how B2B companies can use social media more effectively for sales. It explained that customers now co-control the conversation and seek solutions, not just products. The "holy grail" is providing the full package of insights, buyer personas, positioning, content marketing and data to understand customer needs. Companies were advised to start with understanding customer needs rather than just promoting products, and to develop an inspiring brand story around why they exist and how they can help rather than just what they offer. The presentation provided tips on communicating the story through relevant content across appropriate channels at the right time.
7 things you can inject to your marketing right now - Power Up Direct & Digit...Michael Leander
7 things you can inject to your marketing right now - Power Up Direct & Digital Marketing Workshop in Lisbon - part 1 by Michael Leander
Organized by http://www.markedu.com
This document provides an introduction to email marketing. It discusses why email is an effective marketing channel, outlines best practices for email marketing campaigns, and reviews key metrics and technologies used for email marketing. Some of the topics covered include capturing customer data, setting campaign objectives, analyzing results, ensuring deliverability, writing effective subject lines and content, and tips for successful email marketing. The document emphasizes the importance of personalization, relevance, permission-based lists, and ongoing testing and improvement of email campaigns.
Succeeding With Multi-Channel Marketing: And How to Do It in Today's EconomyinterlinkONE
interlinkONE's VP of Sales Karen DeWolfe delivered this presentation at the 2012 MFSA Southwest Conference.
The content was specifically tailored during mailing and fulfillment service providers.
Karen covered items such as:
- Challenges Faced by Service Providers in Today’s World of Marketing and Communications
- Selling Multi-Channel Marketing Solutions
- Best Practices for Managing, Executing, and Measuring Marketing Campaigns
- Emerging Technologies and Getting Ready for What’s Next
Guest lecture at IBA Karachi: Social fool or social coolMichael Leander
Social media can either be "cool" or a "fool" depending on how it is used. The document discusses several key points about using social media effectively for marketing purposes. It emphasizes the importance of (1) having a clear strategy and content plan, (2) understanding your target audience and their motivations, and (3) listening to customers and engaging in conversations on social media. The overall message is that social media marketing requires focusing on quality engagement and conversations rather than just tactics.
Engagement! Everyone is talking about it, everyone believes it's vital -- but finding a defined, measurable, and actionable go-to source on it has been challenging..so we addressed all that!
This white paper from Nutlug and Junta42 will help you understand Engagement as a strategy to be leveraged, measured, and embraced throughout your marketing efforts! Great tactical ideas and a free tool to measure engagement, too!
Engagement is an important concept for marketers seeking to connect with customers in meaningful ways. The document defines engagement as "creating a heightened state where a customer connects with a brand through a true experience related to shared core values" that is reciprocated by the customer and nurtured over time.
It discusses how engagement should be viewed as a strategy to achieve specific marketing objectives like awareness, consideration, interaction, etc. rather than an end goal itself. Measuring engagement effectively requires looking at both customer behaviors and emotions, using multiple metrics tailored to different objectives, and considering engagement across various marketing channels and the customer journey.
The document provides insight into defining engagement, understanding how it can help achieve marketing goals, and
The document describes a new approach to demand generation called "Demand Creation 2.0". It involves conducting an 8-touch multi-channel campaign to prospects over 3 weeks to generate meetings. The campaign addresses some perceived "wrongs" of traditional demand generation such as using the wrong approach, wrong median, wrong message, wrong time, and targeting the wrong person. The approach aims to get above the noise that buyers experience and create warmer prospects for sales reps to have more productive first meetings.
This document contains the results of a Sales POWER Map assessment for an individual named Dave Eisley. The assessment evaluated Dave's skills and attributes in various areas related to sales. It identifies interviewing skills and sales process as Dave's greatest strengths based on his scores. It also identifies prospecting skills and ongoing skills development as Dave's greatest opportunities for improvement. The document provides interpretations of different scores and compares Dave's scores to a composite of top performers.
This document discusses how sales has changed in the modern, digital era known as "Sales 2.0". With information readily available online, buyers no longer rely solely on salespeople for information. The author argues that salespeople must embrace new technologies and communication channels to stay relevant. They must understand buyers and sell solutions, not just products. The document outlines a framework called "Complex Sale 2.0" for using emerging technologies and a consultative sales process to understand buyers and influence key decision makers.
Rhonda Wunderlin, Director of Marketing Best Practices and Training at Eloqua, provided best practices for email marketing. She discussed optimizing visibility through the from line, subject line, and preview pane. She also covered optimizing relevance through value propositions, personalization, imagery, and tone. Layout and call-to-action were also addressed. Ensuring compliance with privacy policies and reputation was covered. Testing and measuring email campaigns through open rates, click-through rates, and other metrics was discussed. Leveraging marketing response activity through nurturing and sales was also presented. The presentation concluded with Q&A instructions.
The document provides tips for improving sales lead generation through telephone prospecting. It discusses overcoming the fear of rejection, reaching decision makers, leaving effective voicemails, and crafting a compelling value proposition. Specific techniques are outlined, such as using referrals for easy calls, employing the "important call" method, and avoiding mistakes like lacking research or using jargon when prospecting by phone. The goal is to double sales leads through optimizing the telephone aspect of a multi-channel lead generation strategy.
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCAllFacebook.de
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The document provides guidance on various sales and business development skills and strategies. It discusses prospecting, understanding customer pain points, gaining commitment, developing personal and job skills like product knowledge and sales experience. It also covers increasing account size and importance, different sales channels like direct and indirect sales. The document emphasizes the importance of understanding stakeholders, developing a unique value proposition, validating the product/market fit, and targeting the right customer segment.
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
This document provides a summary of a web seminar on powering up direct and digital marketing. The seminar covered topics like focusing on fundamentals over new trends, dealing with communication overload, using walk-in-the-park website techniques, customer profiling, web analytics, and multichannel marketing. It also included tips on setting objectives, driving traffic, converting visitors, testing calls to action, and acquiring the right customer data.
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Webseminaret giver en introduktion til hvordan man bør tænke for at få mest mulig success med markedsføring via Facebook.
The document provides information on optimizing Facebook engagement strategies. It discusses how to 1) understand customer behaviors and align Facebook activities to their journey, 2) target offers rather than just sending traffic to the homepage, and 3) consider scheduling content both manually and automatically across multiple social media platforms. It also notes that existing customers are cheaper to sell to than new customers and provides random tips on optimizing Facebook strategies.
Building and scaling an acquisition marketing machine - seedcamp sept 2016Depesh Mandalia
This document outlines how to build an acquisition marketing machine that scales through insights. It emphasizes starting with a clear mission, generating deep product, customer and market insights, and adopting an agile approach using hypothesis-driven testing to enable fast growth. Specific strategies discussed include focusing on customer outcomes over revenue, developing insights not just data, prioritizing hypotheses to test, using MVP testing and learning from outcomes to continuously improve and scale acquisition efforts.
The Definitive Guide to Lead Generation WorkbookMarketo
Get some fresh ideas for your lead generation plan! This fun, interactive workbook, helps marketers develop their lead generation strategies through templates, fill-in-the-blanks, group exercises, word searches, checklists, and more.
Insurance marketing like geico or progressive.keyCarole Mahoney
Do you work for or own an independent insurance agency? Have you seen growth either decline or just remain flat? Do you or your producers spend more time trying to find new business then you do servicing it?
This document outlines a 4-step process for marketing maximization: 1) Understand your ideal customers, 2) Create content they will consume, 3) Develop products they will buy, and 4) Implement a marketing plan with the right messages. It emphasizes the importance of truly knowing your target audience and their problems in order to create valuable content and products that directly address their needs. A successful marketing strategy also requires optimizing for mobile users and implementing the right mix of money, market research, messaging and media.
Succeeding With Multi-Channel Marketing: And How to Do It in Today's EconomyinterlinkONE
interlinkONE's VP of Sales Karen DeWolfe delivered this presentation at the 2012 MFSA Southwest Conference.
The content was specifically tailored during mailing and fulfillment service providers.
Karen covered items such as:
- Challenges Faced by Service Providers in Today’s World of Marketing and Communications
- Selling Multi-Channel Marketing Solutions
- Best Practices for Managing, Executing, and Measuring Marketing Campaigns
- Emerging Technologies and Getting Ready for What’s Next
Guest lecture at IBA Karachi: Social fool or social coolMichael Leander
Social media can either be "cool" or a "fool" depending on how it is used. The document discusses several key points about using social media effectively for marketing purposes. It emphasizes the importance of (1) having a clear strategy and content plan, (2) understanding your target audience and their motivations, and (3) listening to customers and engaging in conversations on social media. The overall message is that social media marketing requires focusing on quality engagement and conversations rather than just tactics.
Engagement! Everyone is talking about it, everyone believes it's vital -- but finding a defined, measurable, and actionable go-to source on it has been challenging..so we addressed all that!
This white paper from Nutlug and Junta42 will help you understand Engagement as a strategy to be leveraged, measured, and embraced throughout your marketing efforts! Great tactical ideas and a free tool to measure engagement, too!
Engagement is an important concept for marketers seeking to connect with customers in meaningful ways. The document defines engagement as "creating a heightened state where a customer connects with a brand through a true experience related to shared core values" that is reciprocated by the customer and nurtured over time.
It discusses how engagement should be viewed as a strategy to achieve specific marketing objectives like awareness, consideration, interaction, etc. rather than an end goal itself. Measuring engagement effectively requires looking at both customer behaviors and emotions, using multiple metrics tailored to different objectives, and considering engagement across various marketing channels and the customer journey.
The document provides insight into defining engagement, understanding how it can help achieve marketing goals, and
The document describes a new approach to demand generation called "Demand Creation 2.0". It involves conducting an 8-touch multi-channel campaign to prospects over 3 weeks to generate meetings. The campaign addresses some perceived "wrongs" of traditional demand generation such as using the wrong approach, wrong median, wrong message, wrong time, and targeting the wrong person. The approach aims to get above the noise that buyers experience and create warmer prospects for sales reps to have more productive first meetings.
This document contains the results of a Sales POWER Map assessment for an individual named Dave Eisley. The assessment evaluated Dave's skills and attributes in various areas related to sales. It identifies interviewing skills and sales process as Dave's greatest strengths based on his scores. It also identifies prospecting skills and ongoing skills development as Dave's greatest opportunities for improvement. The document provides interpretations of different scores and compares Dave's scores to a composite of top performers.
This document discusses how sales has changed in the modern, digital era known as "Sales 2.0". With information readily available online, buyers no longer rely solely on salespeople for information. The author argues that salespeople must embrace new technologies and communication channels to stay relevant. They must understand buyers and sell solutions, not just products. The document outlines a framework called "Complex Sale 2.0" for using emerging technologies and a consultative sales process to understand buyers and influence key decision makers.
Rhonda Wunderlin, Director of Marketing Best Practices and Training at Eloqua, provided best practices for email marketing. She discussed optimizing visibility through the from line, subject line, and preview pane. She also covered optimizing relevance through value propositions, personalization, imagery, and tone. Layout and call-to-action were also addressed. Ensuring compliance with privacy policies and reputation was covered. Testing and measuring email campaigns through open rates, click-through rates, and other metrics was discussed. Leveraging marketing response activity through nurturing and sales was also presented. The presentation concluded with Q&A instructions.
The document provides tips for improving sales lead generation through telephone prospecting. It discusses overcoming the fear of rejection, reaching decision makers, leaving effective voicemails, and crafting a compelling value proposition. Specific techniques are outlined, such as using referrals for easy calls, employing the "important call" method, and avoiding mistakes like lacking research or using jargon when prospecting by phone. The goal is to double sales leads through optimizing the telephone aspect of a multi-channel lead generation strategy.
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCAllFacebook.de
This document provides guidance on effective B2B content marketing. It discusses setting clear goals and metrics, understanding the audience through buyer personas, distributing content through blockbuster pieces and customer journeys, and optimizing through testing. Visuals, short engaging copy, mobile optimization, and leveraging employees are some best practices. The key is to test content to find the most effective approaches and continuously refresh successful creative elements. Overall it emphasizes the importance of understanding the audience, distributing high-quality content, and optimizing through testing to improve performance.
The document provides guidance on various sales and business development skills and strategies. It discusses prospecting, understanding customer pain points, gaining commitment, developing personal and job skills like product knowledge and sales experience. It also covers increasing account size and importance, different sales channels like direct and indirect sales. The document emphasizes the importance of understanding stakeholders, developing a unique value proposition, validating the product/market fit, and targeting the right customer segment.
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
This document provides a summary of a web seminar on powering up direct and digital marketing. The seminar covered topics like focusing on fundamentals over new trends, dealing with communication overload, using walk-in-the-park website techniques, customer profiling, web analytics, and multichannel marketing. It also included tips on setting objectives, driving traffic, converting visitors, testing calls to action, and acquiring the right customer data.
Fra Markedu's Facebook markedsføring og tips webseminar på dansk
Webseminaret giver en introduktion til hvordan man bør tænke for at få mest mulig success med markedsføring via Facebook.
The document provides information on optimizing Facebook engagement strategies. It discusses how to 1) understand customer behaviors and align Facebook activities to their journey, 2) target offers rather than just sending traffic to the homepage, and 3) consider scheduling content both manually and automatically across multiple social media platforms. It also notes that existing customers are cheaper to sell to than new customers and provides random tips on optimizing Facebook strategies.
Building and scaling an acquisition marketing machine - seedcamp sept 2016Depesh Mandalia
This document outlines how to build an acquisition marketing machine that scales through insights. It emphasizes starting with a clear mission, generating deep product, customer and market insights, and adopting an agile approach using hypothesis-driven testing to enable fast growth. Specific strategies discussed include focusing on customer outcomes over revenue, developing insights not just data, prioritizing hypotheses to test, using MVP testing and learning from outcomes to continuously improve and scale acquisition efforts.
The Definitive Guide to Lead Generation WorkbookMarketo
Get some fresh ideas for your lead generation plan! This fun, interactive workbook, helps marketers develop their lead generation strategies through templates, fill-in-the-blanks, group exercises, word searches, checklists, and more.
Insurance marketing like geico or progressive.keyCarole Mahoney
Do you work for or own an independent insurance agency? Have you seen growth either decline or just remain flat? Do you or your producers spend more time trying to find new business then you do servicing it?
This document outlines a 4-step process for marketing maximization: 1) Understand your ideal customers, 2) Create content they will consume, 3) Develop products they will buy, and 4) Implement a marketing plan with the right messages. It emphasizes the importance of truly knowing your target audience and their problems in order to create valuable content and products that directly address their needs. A successful marketing strategy also requires optimizing for mobile users and implementing the right mix of money, market research, messaging and media.
The document outlines six key success factors for top sales performance: 1) Putting the customer first, 2) Having a well-defined sales process, 3) Mastering necessary skills, 4) Focusing on salespeople's activities, 5) Resolving negative mindsets and self-limiting beliefs, and 6) Providing good sales leadership. It discusses issues companies commonly face with each factor and provides solutions to help companies improve performance in each area.
Therese Jerrard, a gifted sales trainer at Deluxe Corp, gives a presentation that has great value for Small Business Sales – regardless of your comfort with selling or your type of business.
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Planning for 2013: How To Use Inbound Marketing To Improve Your Lead Generation
1. IT’S TIME TO
TRANSFORM
YOUR MARKETING
Planning for 2013
How to Use Inbound Marketing to Improve Lead
Generation
Reed Overfelt, CEO – FullQuota
Prepared by FullQuota on behalf of Microsoft
2. Technology companies
have historically relied on
traditional marketing tactics
like trade shows, webcasts,
direct mail and email.
3. Your buyer has changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
4. Today, buyers have more
information than
ever before to guide their
discovery and evaluation of
your products and services
5. Buyers enter the sales process
understanding…
Problem
Answer
Cost
Before
6. Yesterday’s approach:
“GET IN THEIR FACE”
when they’re not looking.
Today’s approach:
“GET FOUND”
when they are looking.
10. Get inside your customer’s head
Concerns
- Hate being sold to
- Find it offensive to give
name and email
- Don’t want to get spam
sales emails
- Don’t have time to teach
a sales person about their
business problems
11. Understand what motivates
them
Concerns
Motivations
- Want to solve my problem
- Education
- Data/information reports
- Recommendation from a peer
- Meeting other people like me
that have insights to share
12. Create a solution that entices
them and addresses their concerns
Concerns
Entice & Address
Concerns
- Tell them – in simple terms – what
you offer and how it addresses
their business problem.
- Provide customer testimonials,
address vendor risk.
- Offer free “fit” assessments, address
product viability and fit concerns.
- Provide demos and paid trials to
prove value.
18. TOFU in a nutshell
2.
Optimizing
1.
content
3.
Creating Promoting
content Content
19. Make stuff
people want…
Start creating & publishing content that is
that is meaningful and relevant to your
target buyer:
• Up-to-the minute blog articles
• Hard facts
• Industry research, reports, & studies
• Educational content
20. • The more we give,
the more we’ll get.
Be generous. • Increase # of
pages
and inbound links.
• Build trust,
credibility
and good will.
21. Be consistent.
Daily executive article
summaries (blog)
Weekly executive newsletter
Monthly e-books, reports and
white papers
Quarterly webinars
22. 2 Optimize
“6 RETAIL TRENDS
you MUST
understand &
embrace.”
vs. “Retail Trends”
31. So, if you want more links…
Create content worth linking to!
32. 3 Promote
Disclaimer: Use of social media company icons is for
instructional purposes only and in no way implies an
association or partnership with any of the individual
companies, or approval, sponsorship, or endorsement
by any of the individual companies.
46. Nurturing is all about
guiding prospects from
general awareness to
actively considering your
products and services.
47. Creating, optimizing, and promoting
exceptional and unique content are
also the keys to nurturing
prospects into leads
48.
49. Remember! Your buyer has changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.