Lead Generation

You’re Looking at the Marketing Funnel the Wrong Way. Here’s Why… – B2B Marketing Article

You’d be hard pushed to find a marketer who doesn’t use a marketing funnel somewhere in their marketing strategy. Our relationship with funnels goes way back… However, how accurate is our understanding of the funnel model? This article points out the fundamental flaw of looking at the marketing funnel the wrong way. Read on to discover how you can adopt the right perspective and in turn build better demand generation programs built on insight and accurate audience data. Reading time:…

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Everything You Need to Ask When Choosing a Lead Generation Company – B2B Marketing Article

So you’ve decided to outsource lead generation, and you’re about to choose a marketing partner. This is probably one of the most important choices you’ll ever make as a marketer. So, how can you be sure you pick the right lead generation company? The secret is knowing the right questions to ask a potential lead generation service provider and, more crucially, knowing what answers to look for. That’s what I’ll share in this blog post. We’ll go over all the…

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Using Content to Convert MSP Buyers – B2B Marketing Article

Managed service providers (MSPs) often find themselves in this dilemma — a business prospect listens to your proposed plan of how to manage their system, and they seem to agree with it. However, when they heard how much it would cost them, they forgot all the problems and pains they’d mentioned earlier. So poof! There goes your prospect! This scenario, however, is not uncommon because a lot of SMBs are still skeptical about managed services. They might have a myriad…

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My Big, Fat Greek Branding Strategy — 3 Tips for Lead Generation – B2B Marketing Article

When creating a strategic marketing plan, it is easy to focus on the bottom line. Lead generation and nurturing are important because properly managing sales leads is the only true way to attribute marketing efforts to business success. However, an iconic line from the 2002 box office hit “My Big, Fat Greek Wedding” is echoing in my mind today. “Let me tell you something, Toula: The man is the head, but the woman is the neck, and she can turn…

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Inbound vs. outbound lead generation, the differences and similarities – B2B Marketing Article

Marketing has undergone radical change in the last decade, spurred on by the pace of technological progress, the rise and evolution of search, and the consequent democratisation of knowledge.  Editors note: This post was originally published in 2013. Quite a lot has happened in the world of marketing in the intervening years, so it has been overhauled for greater accuracy and relevance now. What worked to generate leads (or demand) 10 years ago doesn’t work nearly as well now that buyers…

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7 Strategies to Generate Better Accounting Leads – B2B Marketing Article

Why is it so challenging to generate qualified accounting leads? There are a couple of good reasons. First, accounting is a service that every business needs, so there is a lot of competition. And since many of the same accounting principles and skills apply across industries, many firms are competing for every company out there. Second, there are compliance requirements that force businesses to use certain services (audit and taxes, for starters), so there is a sense that if I…

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Lead Generation Success = Nature + Nurture – Marketing Article

What drives a successful lead generation and nurturing strategy for a complex sale? Is it the nature of the leads themselves? Was its success predetermined at the very birthing of the lead because of the way you generated the lead? For example, a lead filling out a hand-raise form for your service has a far likelier chance of success than a lead clicking on a PPC ad for a free iPad. Or is it the learned behavior of the lead,…

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