Lead Generation Feed

A Story: How a Marketing Manager Learned to Build a Demand Creation Plan Based on Sales Quotas

IStock_000018180137Small“How do you know,” I asked the marketing manager, “how much money to spend on marketing, and how many inquiries and leads to produce?”

Continue reading "A Story: How a Marketing Manager Learned to Build a Demand Creation Plan Based on Sales Quotas " »


David Lewis on Building a Demand Factory. Listen While You Work!

Slma-recommended-187
This program originated with Leadspace Radio, the host is Damon Waldron and his guest is David Lewis  of  DemandGen.  Leadspace Radio is broadcast on the SLMA Live channel by Leadspace 

Davidlewis_lsradioHear top demand generation expert David Lewis tell you how to build your own lead generation demand factory. He maps a plan

Continue reading "David Lewis on Building a Demand Factory. Listen While You Work!" »


Named Account Marketing: New Tools and Techniques to Reach a Limited Universe

050715-ruth

Some B2B marketers know exactly what accounts are in their target market.  What a luxury!  These marketers can eliminate the old “spray and pray,” and focus all their attention and investment in a finite universe of prospects and current customers.  It’s almost like mass customized selling, with maximum coverage and minimal waste.  Best of all, a number of new tools and tactics are now available to do the marketing job efficiently. 

I’ve been involved a few situations like this recently.  At DMA14 in San Diego, I heard a fascinating talk by Mark Rentschler, marketing director at Makino, a large manufacturer of machine tools.  They have spent a few years building a database of the 6,000 accounts they already do business with in North America, plus another 6,000 prospective accounts.  Makino’s approach?  “Laser focus,” says Rentschler.  “These are the accounts we pay attention to.”

Continue reading "Named Account Marketing: New Tools and Techniques to Reach a Limited Universe" »


How does Pay for Performance work in Lead Generation?

Not every company has the guts for it, or the experience to pull it off.  

David Balzen Headshot

 

Pay for performance is an interesting topic in lead generation.  In this interview with SalesStaff CEO David Balzen we get an understanding of the what it takes for a pay-for-performance model to be successful for both parties. Certainly many companies want someone to take all of the risk while they reap the benefits of new sales.  We’ll see how this works and the pitfalls for both parties.   The host is Jim Obermayer. 

                                         


Beyond Alignment: 5 Ways to Integrate Sales and Marketing Teams

LisaCannon_headshot-2014Getting sales and marketing teams into alignment is a hot topic lately, and for good reason. According to a study from the Aberdeen Group, highly aligned marketing and sales organizations achieved an average of 32% year over year revenue growth, while their less-aligned competitors saw a seven percent decrease in revenue. And MarketingProfs has found that organizations with tightly aligned sales and marketing functions enjoyed 36% higher customer retention rates. So if we all agree that alignment is critical, and the data proves that it provides tangible business benefits, why isn’t everyone doing it?

It’s simple. Making fundamental changes to the way we work can be extremely difficult. But maybe the problem isn’t that sales and marketing aren’t aligned. Maybe the problem is that alignment just isn’t enough.

Continue reading "Beyond Alignment: 5 Ways to Integrate Sales and Marketing Teams" »


Marketers: Stop Hypothesizing and Start Testing

Guest Author: Jenny Vance 

Before embarking on a lead generation program, companies often believe they must have all the answers: who is the ideal customer, which market is the most ripe, what message is best.


 Companies can spend months hypothesizing about the perfect calling lists, messages and strategies before launching an appointment setting campaign and making the first call.

Jenny-vance-cropped-pink I won’t go so far as to say that this is a waste of time; however, the law of diminishing margin returns takes effect very quickly sitting around a boardroom table hypothesizing about how the market will respond.

 There is a better way: let the market provide the answers.

 It’s time to start looking at your lead generation efforts differently. Lead generation is the greatest live dialog you have with prospects, and can be a powerful tool in spotting trends, honing messaging and identifying areas of market opportunity. In other words, lead generation can answer all your campaign questions without guesswork and delay.

 Lead generation campaigns provide two different kinds of data that can help you refine a lead generation campaign: call center metrics and conversation level information.

 

Continue reading "Marketers: Stop Hypothesizing and Start Testing" »


SEO is a lead generation technique.

Blackhat

James Obermayer the host of SLMA Radio interviewed Judy Key Johnson from the Key Marketing Group as she discussed Lies, Myths, Falsehoods, Deceptions and Snake Oil promises surrounding discipline of search engine optimization.  Judy covered:

  • What to expect.
  • What not to expect.
  • What not to do.
  • How much doing it will cost.
  • How to choose someone to do it.
  • And how long it takes to see results.

Judy Key Johnson, KMG’s founder, has been a company president and a chief operating officer of several companies and has served on a board of directors and raised venture capital.  Everyone on the KMG team meets her high standards of performance.

Some show highlights included: 

SEO is a lead geneation technique.
It's more like PR.

What NOT to expect:

  • You MAY influence getting a nice spread in the paper about your business, but that doesn't guarantee a front page mention or interview.

Continue reading "SEO is a lead generation technique." »