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by Rob Murphy
Both face-to-face and virtual marketing are essential components of any company's communications strategy. Learn the benefits of both approaches and how they can be combined to maximize return on investment.
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by Dan McDade
Effective B2B lead generation, lead qualification, and lead nurturing programs are built on a rock-solid messaging platform—your offer. The most important aspect of a great offer is a deep understanding of what motivates potential buyers.
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by Dan McDade
Raw leads are neutral entities at first, but you can turn them into real prospects. Learn how to qualify those with high-value potential and move them to closed-deal status.
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by Dan McDade
Buyers are now driving the buy/sell process once controlled by field sales, causing sales teams to miss their targets. But high-volume lead generation won't help. Here's why a "less is more" approach is the answer.
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"Some people would say that nurturing is based on a marketer's goal such as building brand awareness or your company's reputation for thought leadership," writes Ardath Albee at Marketing Interactions. "I say those are integral parts of lead nurturing but that neither is valid as a standalone goal."
In other words, ...
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by Arnie Kuenn
The key to achieving high rankings in search and creating buzz in social media is solid content. Fortunately, the Web provides free marketing data that can help you create relevant subject matter and learn about your customers.
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B2B marketers who describe their organizations as "highly effective and efficient" are more likely than other marketers to measure the ROI of their marketing campaigns and report stronger growth than their competitors, according to a study by The Lenskold Group and The Pedowitz Group.
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by Ernest Falkner
Up until the mid '80s and early '90s, salespersons held most of the trump cards. To make decisions, buyers had to rely on the information that sellers brought to the table. But the buying/selling process has changed.
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We all know it: Content rules in today's digital marketplace. Prospects expect to find information about any product or service that strikes their fancy—in a matter of seconds. As a result, the function of the salesperson in this "content-driven environment" has "changed dramatically," John Jatsch writes in an article at ...
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by Jen Evans
One of those reassuring little white lies we tell ourselves as marketers is this: People make linear decisions. It's simpler to draw straight lines about people's behavior, so to date we have typically pushed people through carefully scripted marketing processes. But, especially today, it just ain't so.
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by Dan Sapp
Right now, in countless corporate conference rooms, otherwise productive professionals are quietly snoring during yet another PowerPoint presentation. Such presentations are costly, ineffective, and distracting.
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by Arvind Sehtia
A customized prospecting list is a great resource for your cold calling, direct mail, and email marketing efforts. If you prefer to "do it yourself," here are nine steps for building a free B2B marketing database for your outbound marketing campaigns.
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Though word-of-mouth recommendations still have the greatest influence on purchasing decisions among small and medium-sized businesses, online forums and blogs play a huge role in the process, too—and a more influential one than advertisements or consultations with salespeople, according to a new survey from Ivy Worldwide.
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by Kimberly Smith
Many companies have referral programs, but how many can say theirs converts at about three times the rate of other online campaigns and brings in over 500 product sales each month? Learn how one company did just that.
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by Elaine Fogel
One-to-one marketing is time-consuming, but as any sales professional can tell you, the personal touch—communicating directly with the decision maker—can be very effective.
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by Dean Rieck
If you create or manage direct mail programs, the current economy probably has you pulling your hair out. Now is the perfect time to get back to basics and remind yourself of the following seven core principles of direct marketing.
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"Every time you try to do web research, it seems like you are immediately bombarded by salespeople looking to close a deal," writes Mark Price at B2Bbloggers. "It does not matter if you are investigating an accounting package, marketing automation, health insurance or just a copier, you get the same ...
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by Sammy James
Are you increasing your inbound leads? What happens once you get them? Without successful conversion, leads are essentially useless. Here are six steps that'll immediately increase your lead-conversion rates.
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by Kathleen Colan
Smartphone use is exploding, providing new opportunities to connect and engage with target audiences. Learn how to optimize your mobile marketing campaigns, and effectively track and record mobile conversions.
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Marketing budgets are on the rise again: 57% of senior-level marketers say they are increasing their overall marketing spend in 2011; among them, most (26%) plan to increase budgets between 1% and 5%, according to the CMO Council's State of Marketing Report.
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There's a good chance your typical B2B customer works in a state of constant overload: too many emails, too many meetings and too much buzzing in her ears. It doesn't matter if your product or service would instantly improve her business and lower her costs—she doesn't have the time or ...
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by Elle Woulfe
Marketing automation facilitates real-time, one-to-one conversations with prospects based on their actions. But before you automate, be sure to tackle these four elements to maximize your lead-nurturing efforts.
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by Jason Hennessey
Want to improve your website's conversion rate? First, you'll need a professionally designed website that's been built with SEO in mind. Then, use these four tips to boost conversions and turn your visitors into customers.
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by John Leavy
Wouldn't it be good to know who your ideal prospects are before sending out emails, newsletters, tweets, or Facebook fan-page invites? Learn how to identify, find, and market to the right customers.
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by David Murton
If you have a website that gets a good deal of traffic but generates no money, placing ads on your site may be the key to success. Learn how ad type, placement, and location can boost your website revenue.
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"Some people would say that nurturing is based on a marketer's goal such as building brand awareness or your company's reputation for thought leadership," writes Ardath Albee at Marketing Interactions. "I say those are integral parts of lead nurturing but that neither is valid as a standalone goal." In other words, ... more
We all know it: Content rules in today's digital marketplace. Prospects expect to find information about any product or service that strikes their fancy—in a matter of seconds. As a result, the function of the salesperson in this "content-driven environment" has "changed dramatically," John Jatsch writes in an article at ... more
One of those reassuring little white lies we tell ourselves as marketers is this: People make linear decisions. It's simpler to draw straight lines about people's behavior, so to date we have typically pushed people through carefully scripted marketing processes. But, especially today, it just ain't so. more
Though word-of-mouth recommendations still have the greatest influence on purchasing decisions among small and medium-sized businesses, online forums and blogs play a huge role in the process, too—and a more influential one than advertisements or consultations with salespeople, according to a new survey from Ivy Worldwide. more
"Every time you try to do web research, it seems like you are immediately bombarded by salespeople looking to close a deal," writes Mark Price at B2Bbloggers. "It does not matter if you are investigating an accounting package, marketing automation, health insurance or just a copier, you get the same ... more
There's a good chance your typical B2B customer works in a state of constant overload: too many emails, too many meetings and too much buzzing in her ears. It doesn't matter if your product or service would instantly improve her business and lower her costs—she doesn't have the time or ... more![Lead Nurturing: What Can It Do For You? [Slide Show]](https://i.marketingprofs.com/assets/images/articles/lg/110715_nurturing_lg.jpg)
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