Archive for category Inbound Marketing
How B2B Companies Can Use the Web to Generate Sales
Posted by Michael White in Inbound Marketing, Lead Generation, Marketing on February 4th, 2012
A short explanation of how Business-to-Business companies can use the web to generate sales and revenue. Most B2B vendor selections now start on the web. Procurement team members search for suppliers, for information about product categories, for case studies and reports. You can use this new buyer behaviour to ensure potential customers find you when they start looking for your kind of product or service. You can use digital marketing tools like search engine optimization, pay-per-click ads, email and social media to bring the right kind of visitors to your website. Once they are on your site you can offer high quality content in exchange for their basic contact details. This enables you to take the first tentative steps in what is usually a multi-stage interaction over a course of weeks or months, your goal being to persuade them that you are their best choice.
7 steps to generate B2B leads
Posted by Michael White in Inbound Marketing, Lead Generation, Marketing on May 22nd, 2011
We’ve been using this “7 step” diagram with clients to help put some structure on how to approach a B2B ‘demand generation’ project. B2B lead generation and lead management potentially covers a broad range of topics – value propositions, content marketing, lead scoring, website design, Search Engine Optimization, pay-per-click ads, social media, email marketing, telemarketing, etc. But at heart, it’s still a question of “what am I trying to sell?” and “who am I trying to sell this to?” Once you can answer those questions, the rest of the steps flow logically, although you may have to master some new tools to communicate effectively online. And as we’ve said in previous posts, if you’re a B2B marketer or sales unit and you are not making use of online promotional tools then you better get started.
7 Steps to B2B Lead Generation
Social Media for Small Business
Posted by Michael White in Marketing, Search Engine Marketing, Social Media, Uncategorized on March 25th, 2011
Interview with Claire Walsh, Google Online Sales Manager
Posted by Michael White in Marketing, Pay-per-click, Search Engine Marketing, Uncategorized on March 14th, 2011
Here’s a short interview I carried out with Claire Walsh, Online Sales Manager at Google, for Donegal County Enterprise Board. In the interview Claire provides some advice to small businesses who want to promote themselves online.
http://www.youtube.com/user/DonegalCEB#p/u/6/xi21fgJ3sbc
White Paper: Generating demand for high-tech B2B products
Posted by Michael White in Lead Generation, Marketing, Search Engine Marketing on October 26th, 2010
The way people buy high-tech, complex B2B products has changed dramatically in the past 5 years. More of the initial buying process happens online, and more of it is controlled by the customer, not your sales team or marketing unit. Buyers typically initiate their research online before launching a formal procurement process. This means that by the time your sales staff meet a potential buyer face-to-face the buyer will have already visited your website, downloaded your product information, looked at competing vendor sites, checked your analyst ratings and studied your blog. In this white paper we look at the characteristics of complex high tech B2B sales and marketing; we review how marketing has changed in the era of inbound digital marketing; and we outline how sales and marketing units at B2B technology firms should address the new environment.