Stela Yordanova says, “In my previous article, I discussed ways to measure and analyze website traffic, engagement and conversions. In this piece, I share seven of my favorite Google Analytics reports that help B2B marketers further analyze and understand website visitors. 1. Geographical report If you target certain regions or are running advertising campaigns in particular markets, the Geographical (Geo) report will help you analyze how users from these areas behave on your website. B2B marketers can use this data to determine advertising effectiveness and identify needed improvements (specific... [...]

Danny Wong says, “Writing a sales letter is not an easy task. If it was, everyone would easily score six-figure contracts in a snap. In order to make a sales letter effective as well as specially designed for a large contract, here are some considerations you need to keep in mind. Be appropriately brief The kids don’t use the phrase TL;DR (too long, didn’t read) for nothing. Your sales letter needs a similar approach. While there is an endless debate as to how long the ideal sales letter should be with no magic bullet solution, one thing that all sales experts agree on is that... [...]

Danny Wong says, “Writing a sales letter is not an easy task. If it was, everyone would easily score six-figure contracts in a snap. In order to make a sales letter effective as well as specially designed for a large contract, here are some considerations you need to keep in mind. Be appropriately brief  The kids don’t use the phrase TL;DR (too long, didn’t read) for nothing. Your sales letter needs a similar approach. While there is an endless debate as to how long the ideal sales letter should be with no magic bullet solution, one thing that all sales experts agree on is that... [...]

Peter O’Neille says, “Wow! It may have taken place seven days ago, but I am still exhausted — and exhilarated — from our inaugural B2B Marketing Forumin Miami last week. Here is a short recap of what we covered during the two days. Day 1: Obsess On Customers; Orchestrate A Relationship; Conduct An Engagement The opening main session began with Forrester’s James McQuivey, who inspired us all to understand both how to understand customer obsession and how to drive the necessary organizational, process, and even cultural change. Molly Murphy, from Eaton Industries, presented a best... [...]

Lori Wizdo says, “The explosion of interest in account-based marketing has created uncertainty for business-to-business (B2B) marketers who have invested in marketing automation to optimize their lead-to-revenue processes. It’s not surprising because the vendors that market ABM-badged wares – and many pundits — generate attention with controversial proclamations, like: “ABM is the death of demand generation”; “ABM replaces inbound marketing” and “Lead to Revenue Management (L2RM) is only a suitable strategy for selling products and services to small businesses”. While... [...]

Barry Levine says, “Last month, Microsoft boosted its Dynamics 365 customer relationship management (CRM) system through a new alliance with Adobe’s Marketing Cloud. This week, Microsoft and predictive analytics firm Versium are announcing a new integration that boosts the CRM’s ability to highlight which individuals and businesses are most likely to become customers. The Versium Predict integration enables Dynamics 365 for Sales to automatically — via a “single button push,” according to founder and CEO Chris Matty — generate a list of leads that can be marketed via email,... [...]

Daniel Klein says, “Interactive content (i.e., online assessments, calculators, and quizzes) helps B2B marketers shift from explaining to conversing. As my colleague Laura Ramos explains, “Interactive tools…help to create an ‘across the table’ approach at scale.” Despite this obvious connection, only 44% of attendees at a recent webinar I hosted said they currently use interactive content on their website. So what should B2B marketers do to help close this gap between content delivery and buyer engagement? Interviews with over a dozen senior B2B marketing leaders reveal three... [...]

Ayaz Nanji says, “Some 7.5% of essential contact information in B2B sales databases become outdated within three months,according to recent research from Radius. The report was based on a Radius analysis of B2B database information, conducted between May and August, 2016. The researchers took the original customer relationship management (CRM) data for 10,000 B2B contacts and re-examined it three months later, using Web research and calls, to determine whether the information was still correct. For the database with 10,000 contacts, the researchers found that 757 of the entries were no longer... [...]

Jeffrey L. Cohen says, “Sometimes I think about changing famous movie quotes to include marketing terms. I will admit that I may need to get out more, but these can be instructive in drawing some analogies to the topic at hand. Since this post is about leads, here are a few: – May the leads be with you. – Show me the leads. – You can’t handle the leads. B2B marketing is often all about generating leads for sales. And in our demand-driven culture, where marketing is held accountable for having an impact on revenue, it has become even more prevalent. There are many ways... [...]

Colin Hogan says, “You market and sell to businesses, not to consumers. We’re talking real B2B stuff here. So, if you’re going to create marketing and sales material, which make no mistake your explainer video is, you should make sure to keep the type of business you’re selling to in mind, right? Sure, but what about the people who are going to be watching the video? The way you write your script needs to focus on the humans you’re crafting it for, not just on closing the deal or selling your offering to theirs. There needs to be a story. Your video should evoke some... [...]