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- "We have found that a large number of companies allow unfulfilled leads to fall into a great abyss, never to be contacted again," writes Mike Neumeier at the Arketi Group blog. He suggests that companies take another approach—and apply the principles of nurture marketing to lost leads and "recapture unfulfilled sales ... more
- A successful search strategy relies on strong content marketing—and that means recruiting your company's experts to write articles, blog posts and white papers."For some of us writerly types, content comes easy," writes Ari McKee-Sexton in an article at Marketingprofs. "For other types of folks, extracting copy is like pulling bad ... more
- In a post at Marketing Interactions, Ardath Albee recalls a B2B client who thought her proposed lead-nurturing messages might be too brief. Albee begged to differ. "[I]nundating prospects with more links and choices rather than improving the personalization, value and contagiousness of your email message is not the right answer," she ... more
- This February, copywriting coach Chris Marlow sent out an email promoting a free webinar. At the webinar signup page, recipients encountered a form that required more than the usual amount of information. Soon, Marlow's Facebook page was receiving complaints about the signup form. One irate responder even refused to attend her ... more
- More than three-quarters of US microbusiness owners say they are very (42%) or extremely (35%) happy to work for themselves, according to Vistaprint's newly launched Small Business Happiness Index, which tracks the pulse of US microbusinesses. Moreover, 35% say they wouldn't even consider working for someone else. more
- "A drip campaign is a series of emails that are sent in a specific order at predefined intervals," writes Liz McInnis at BuyerZone. You might use campaigns to educate, nurture new leads or cross-sell to customers. Whatever your goal, her bits of advice, like the following, are likely to be ... more
- Does your business spend time and money generating leads that languish neglected in a pipeline? "The industry wide statistic of 70% of leads never receiving effective sales follow-up is astounding," writes Maria Pergolino at Marketo. "With the mass amount of resources devoted to lead generation, the act of following up ... more
- Any successful B2B marketing strategy "involves the integration of email marketing," Maria Pergolino asserts in a post at the Marketo blog. Whether designed for lead generation or nurturing leads and repeat buyers, carefully crafted email campaigns and messages can still achieve optimal results, she notes. To help B2B marketers keep email as a ... more
- "In today's economic climate, content syndication is one of the lowest risk lead generation vehicles there is," writes Howard J. Sewell at The Point. "At our agency, the programs we negotiate for our clients are almost all performance-based," he says; that is, "they guarantee a minimum number of leads at ... more
- Though B2B marketers report most of their new sales coming from current customers, only one-half (55.4%) say their companies have departments that focus primarily on customer retention, according to a survey by Loyalty 360 and SAS. Among those with formal loyalty programs, most are using traditional channels such as surveys ... more
- "As a seller, when you approach a big company, you are most likely more concerned about your fears than theirs," writes Barbara Weaver Smith in an article at Selling to Big Companies. But big-company buyers are often fearful of their own decisions, she argues—especially the decision to do business with ... more
- "Let's face it, buying today is different than it used to be," says Ardath Albee in a recent post at the Marketing Interactions blog. Products and solutions are growing in complexity, she notes, but buyers have far less time to consider their options. How can B2B marketers better meet the needs ... more
- "Most corporate blogs are ghost towns, in terms of both content and reader engagement," writes Ian Greenleigh at the MarketingProfs Daily Fix blog. "Abandoned blogs litter the web, making the businesses that own them look lazy, uncommitted and anything but current." A well-executed blog sets your content marketing apart from ... more