Posts Tagged Lead Generation
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.
How to market Software-as-a-Service products
Posted by Michael White in Software-as-a-Service on December 22nd, 2011
You’ve built a new software-as-a-service (SaaS) product. How do you acquire customers? This slide presentation describes how to drive traffic to your site, generate registrations and convert those registrations to paying customers.
What is Marketing Automation?
Posted by Michael White in Lead Generation, Marketing automation on June 12th, 2011
- Marketing units in business-to-business (B2B) companies spend a lot of their time trying to identify the contact details of people who might be interested in their products or services – this is ‘lead generation’.
- When they obtain contacts they pass them to their Sales team who pursue them and try to convert them to customers.
- But the way Marketing units generate and handover contacts is often badly automated and inefficient
- Marketing Automation means using technology and digital marketing to generate more leads and process those leads more effectively so you make more sales
- You can use Marketing Automation in combination with your CRM or salesforce automation software
I’ve just posted a quick overview of Marketing Automation to the DohertyWhite Slideshare folder – www.slideshare.net/dohertywhite
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
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.