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MarketingProfs Daily: Sales

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  • Leads: Quality or Quantity? Depends Where They Are in the Sales Cycle.
    As a marketer, you might have noticed a certain ebb and flow in the requests you get from your sales department. "At the beginning of the year when the funnel is looking light and the end of the quarter or year seems far away, eager sales people see their friends ... more
  • Three Ways to Engage Prospects in a Buyer-Controlled Sales Cycle
    With vast Web-based resources now available to evaluate products and services, tech buyers are no longer dependent on Sales for information about purchases. Buyers don't want or need to engage with sales people until far later in the buying cycle. "Information is power," writes Don Fornes, Founder & CEO of ... more
  • How to Nurture Your Leads' Emotions
    More than ever, your lead-generation program must include a strong nurturing component. A DemandGen survey, notes Cheryl Goldberg at the High-Tech Communicator blog, found that nurtured leads produce a 20-percent increase in sales opportunities versus non-nurtured leads. And—realistically—many of your leads will require at least a little nurture. "According to Brian ... more
  • Why Customers Want Your B2B Sales Process to Go Digital
    "If B2B sales teams reduce the amount of face-to-face selling time in favor of more efficient sales models using the Web and telephone, will B2B buyers be receptive?" asks Robert Lesser in a recent post at the Acquiring Minds blog. You bet they will, he answers: "In fact, B2B buyers ... more
  • Don't Get Linked Out on LinkedIn
    LinkedIn is "one heck of a community for getting to know your prospects and customers," writes Ardath Albee at Marketing Interactions. "[But it] can also expose a lack of integrity and authenticity in a heartbeat." So if you're using LinkedIn as a lead-generation tool—or for any other purpose—consider this cautionary ... more
  • Signs of Recovery in Industrial, Tech Marketing
    Despite dismal economic news overall, some business sectors are showing signs of improvement: Fully one-half of industrial-sector companies are expecting annual revenues in 2010 to be higher than they were in 2009, compared with the 24% of companies that reported the same a year earlier, according to a survey from ... more
  • B2B Marketers to Boost Spending on Social Media, Digital
    B2B marketers continue to shift their marketing mix away from traditional marketing vehicles toward social media and digital channels: 67% plan to increase spending on social media over the next two to three years and 64% plan to increase spending on digital and online marketing over the same period, according ... more
  • How Calls to Action Can Generate Monster Leads
    In a post at HubSpot, Kipp Bodnar argues for the integration of your business blog and your corporate website. "Blogs are dynamic; they drive fresh content that prospects and search engines love," he explains. "Traditionally, corporate websites were static; they had traditionally served as digital brochures for businesses. By ... more
  • Three Ways to Improve Your Lead-Generation Efforts
    "Online lead generation requires you to erect just the right-sized barrier," writes Ian Lurie at Conversation Marketing. "Something [just] big enough to keep unqualified, unpromising leads out, while letting interested potential customers, voters or clients in." He offers a 10-point primer on building a solid lead-generation program, and here are ... more
  • Three Key B2B Decision Makers and How to Pitch Them
    "Reps selling into complex organizations need to be enabled with at least three levels of detail," Andy Hasselwander writes in a post at the B2B Marketing Confidential blog: "one for the business lead, one for [the lead's] researchers/support in the deal, and one for the technical folks that will [perform] ... more
  • Customer Acquisition Top Marketing Priority
    Large reductions in marketing budgets contributed to dismal sales performance in 2009, but companies are fighting back: Over three-quarters (72.5%) say they are increasing their marketing budgets in 2010, and over 9 in 10 cite customer acquisition as their top marketing objective in the next 12 months, according to a ... more
  • Lead Scoring: An Easy Three-Step Process
    Despite the proliferation of emerging media channels and ever-tightening marketing budgets, notes Chris McArdle at DemandGen Report, "fewer than 10 percent of B2C organizations are using proven techniques to effectively identify and target prospects." Why? According to McArdle, B2C companies are often daunted by lead-gen components, such as scoring. But, he ... more
  • Mobile Marketing Gaining Ground Among Retailers
    US retailers are actively pursuing the mobile channel to enhance customer engagement and loyalty: 73% have some type of mobile initiative in place and 20% of are in the process of evaluating the mobile channel, according to a survey from Forbes Insights, in association with Research In Motion (RIM). more
  • Target Your Marketing Content to Each Stage of the B2B Buying Cycle
    "Marketing doesn't fully understand how buyers use content," warns Paul McKeon in a Pro article at MarketingProfs. "B2B marketing is no longer just in the business of brand management and lead generation," he states. "It must serve a huge demand for content that spans buyers' needs, from pre-awareness to post-sale." ... more
  • Four Tips for Making Chatter Into a CRM Power Tool
    Salesforce.com has released a beta of Salesforce Chatter, its "real-time collaboration cloud" that offers sales teams "a brand-new way to collaborate with people at work." So what exactly does Chatter offer? "Updates on people, groups, documents, and your application data come straight to you in your real-time feeds," the Chatter ... more
  • Marketing and Sales Alignment Pays Off in Recession
    Companies with strong alignment between marketing and sales departments have fared better during the economic recession, reporting higher levels of new customers, revenues, and customer retention than those with low alignment, according to a study by Miller Heiman and Northern Illinois University. more
  • Don't Make These Four Mistakes With Your Leads
    As you nurture your leads, it's important to remember what "nurture" means. Because the last thing you want is to treat leads too aggressively, and so create a sense of alienation, before passing them along to Sales. In a helpful post at Marketo, Maria Pergolino identifies 10 faux pas to ... more
  • Seven B2B Marketing Lessons
    What's the easiest way to learn a tactical lesson about B2B marketing? By hearing it from someone who's already learned it the hard way. You gain the knowledge—but avoid the pain. That's the basic philosophy behind the MarketingProfs B2B Forum: It offers experiential case studies, best practices—you name it—to help ... more
  • A Smart Three-Step Process for Responding to Prospects
    Lead-gen alert: B2B prospects are "sick and tired of the sneaky ways being used to get their information so a salesperson can 'help' them," writes Dale Underwood in a post at the B2B Conversations Now blog. Prospects are skeptical of requesting information at B2B websites, says Underwood, because too many ... more
  • Tips for Protecting Profits in Down Times
    "Saving your budget (and keeping your team employed) in a down economy really boils down to one word: profit," writes Paul Stein in an article at MarketingProfs. "If you're not making money, you're losing money—and that's never good for business." As our recessionary hangover continues to linger, ROI matters more ... more
  • Four Ways to Be an Indispensable Resource to Prospects
    "One of today's hottest B2B marketing topics, along with social media, is content," writes Susan Fantle in a guest post at Marketfish. And if you want your content marketing program to generate and nurture the right kind of leads, she has advice like this:Tell them what they want to hear. ... more
  • Time to Beef Up
    You may be wondering about the evolution of SEO—and whether you'll get left behind as it grows in sophistication. Well, you're not alone. A recent interview with Nathan Thompson at the Inbound Internet Marketing blog yielded some takeaways that may help clarify SEO's development—and demonstrate how you can beef up your efforts ... more
  • Stay in the Lead
    "[L]et's assume that your current lead generation efforts cost $100,000 and generate 50,000 leads," says Pat McGraw at his blog. "[T]hat's a cost per lead of $2. But if your conversion rate is 10%, that means that 45,000 leads or $90,000 failed to produce your ultimate goal—a sale." So how can ... more
  • Caution: This Could Be a Trap
    The best that most B2B companies achieve with their online marketing programs is "average performance through a favorite tactic and/or advertising partner," states Ben Hanna in a post at the B2B Online Marketing blog. But why are their results so blah when there's an abundance of phenomenal success stories at ... more
  • Show 'em That  SEO Sparkle!
    In an article at MarketingProfs, Dan Skeen writes that search-engine optimization provides several return-on-investment measures with a greater potential impact on a company's bottom line than many traditional tactics. However, he notes, because SEO is less tangible than some other areas of marketing investment, it's often harder to clearly show ... more

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