Lead Generation Tips – Making Up Rules as You Go Along


Ever been in a situation where you had to make up the rules of something as you go along? You might’ve done it during a long road trip or when trying to past the time. However, the longer version of that actually happens during your lead generation campaign.

For example, say you’re using a mix of content and event marketing to drive prospects into your lead generation process. You present a new technology or practice that’s been shaping up the office world lately. (It could be a new HR system, EMR integration, or even just a new style of organizational structure.) However, you’re also well aware of some of the problems people run into when implementing it and thus make suggestions on how to avoid them.

Sound familiar? You’re already making rules!

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How Lead Generation Controls the Cost of Information


With an age of information comes the race to capitalize it and at the same time, share the benefits of doing so. Yet unfortunately, that’s not usually the picture people have about it these days. Instead, everything from the most harmless lead generation campaigns up to your average government survey is viewed as suspect. “Privacy is dead” cry so many advocates.

Yet because out of fear of offending any such advocates (whether they’re in the telemarketing lists or among blog subscribers), many companies undermine their lead generation efforts.

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Social Media and Sales Leads – Are they Both Subjective?


It’s easy to think that sales leads are subjective. More specifically, plenty of organizations have marketers and salespeople constantly go back and forth on defining leads that actually produce sales.

What about social media, though? It’s not news that critics love to decry the medium for actually destroying social skills. But from that debate, you can only ask: What defines as social?

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B2B Marketing Tips – When Stupid Works


Like many social media trends, the Ice Bucket Challenge has received its customary scorn from the crowd that scorns them best. The whole thing seems to reek with the cheesy, millennial stupidity that seems to belie a lack of creativity than an abundance of it.

At least, that’s what you’ll hear from people who typically sling eggs at anything to do with social media. Yet in spite of their argumentation, enlightenment, and sympathetic disillusionment, one thing hasn’t changed.

This stupid stunt still worked.

So is this a sign that your B2B marketing campaign could use a bit of stupid or is it just stooping to its undesirable level?

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Job Ads – A Good Side Job for B2B Marketers


B2B marketers are all about generating interest for their own companies. But are prospects the only people who express such interest or does a marketer’s responsibility lie in more than just winning new clients? Other departments such as recruitment could also use a bit marketing support as well.

It’s well known that finding the right employees isn’t just about you sitting at a desk, waiting for people to just ask if you’re hiring. Job advertising is a staple for recruitment but are B2B marketers participating? Getting the right people to work for your company can be just as much vital to sales as potential sales leads.

There are many similarities between appealing to potential candidates and to potential clients:

  • You need the ads to attract away from competition. Some of the best candidates may already be well settled in their current job. There’s competition here just as much as there is when you’re suggesting a product to consider your business over a competitor’s product.
  • It needs enough information. Candidates want more detail when it comes to information about their soon-to-be-employer. Often times, this sounds like the recruiter’s job and not the marketers. Sadly, recruiters sometimes fail to include the right amount and only do it out typical fears that their job may be outsourced.
  • Innovative style – As with marketing in general, recruits are in need of innovating their own lines. “Why should we hire you?” or “What can you contribute to our company?” are a little too 1995. Recruiters need to formulate their content to match processes that are aligned with recent job seeking facts.

Today’s recruiters need more than the typical, technical ‘Looking for Person X with Y Skills.’ They need something that sparks the mind even among those who aren’t actively looking. They need material that is targeted. They need material that is relevant.

They need something that B2B marketers already have. So while winning potential clients may be your primary responsibility, don’t hesitate to help those who could the same skills and resources you’ve got.


Using B2B Marketing to Create Your Own Summer Sale


Given that it’s hot. The days are longer. It shouldn’t be surprising when even prospects in the office are more prone to browsing things like marketing content at a slower pace.

Why then is your B2B marketing campaign not taking this chance to change? If stock market investors have their own business-related summer plans, then so should your marketers. Given all the free time it’s supposed to entail, it’s not that hard figuring out a content strategy that would fit the lazier state of mind it creates.

  • Plan this early – If summer is such a hard time for your B2B marketing department then treat like a storm: prepare before it gets there. Find ways to survive the slow sales. Plan for the fall campaign. Outsource it and go on vacation. No matter what, the point is you need to start making plans now.
  • Use brighter colors – What do you do when you start packing for the beach? What catches your eye more often? Is it the swimsuit sale? Getaway packages? In case you didn’t notice, plenty of them make use of bright colors that go with the sunny season. Your local mall shouldn’t be the only business that tries to leave an eye-catching impression.
  • Make it like ice-cream – Whether its ice cream or lemonade, the heat’s more bearable with something cool in your mouth. Same principle applies when the summer lazy haze starts giving prospects a headache. Maybe instead of the usual white paper, do something a little more refreshing like a funny story or a funny infographic.
  • Set matching appointments – Instead of the usual conference room, why not use sales appointments as an excuse to get both yourself and your prospects out of the office? Or if you’re hosting an event, why not set it someplace cozy like near a beach instead of the usual convention hall?

Unlike winter or Easter, summer’s arguably the season when even professionals and managers have a lot more free time. Make that the key to blending the themes of your marketing campaign with the season. Try making things a little more relaxed but when they’re in their relaxed state of mind, make it easier for yourself to turn them into your next client.


McDonald’s All-Out Marketing – A Series of Lessons for B2B Marketers


Now past its second week, the 2014 FIFA World Cup has all the world’s attention. But along with it, you have its biggest sponsors: McDonald’s.

Labeling itself the World Cup’s “official restaurant,” it’s certainly a prime example of all out marketing. From its entire menu theme to inspiring ads and youth programs, it’s a wonder how a single brand can tie itself to something that seems actually quite unrelated to its tie-in event.

How do they pull it off? Is it through the food? Player endorsements? Sheer branding power?

It may not actually be all these things. Maybe, it’s because McDonald’s really just has a way of identifying itself with most people. McDonald’s has been famous for a huge share of ads that just really get people connecting not just with the brand but also with each other. Connecting though isn’t just something you can accomplish with consumer advertising. Even B2B marketers can (and should) score for the same goal.

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B2B Marketers Beware: The Internet Kills With Viral


It’s been weeks since Edge of Tomorrow hit the big screen but despite all the good reviews, people still aren’t getting over the PR tragedy that is Tom Cruise.

Such tragedies serve as a grim reminder to B2B marketers who shun the idea of implementing viral tactics.

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B2B Marketing – On Big Deals and Branding Power


Apple’s 3 billion-dollar deal with Beats has been its biggest yet but many are saying the move has more to do with branding power than technology. You may neither have the branding power or the money to buy it but are things really as simple as that? Can your B2B marketing campaign really kick it in to high gear just by having a certain brand in your campaign?

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D-Day – How B2B Marketers Celebrate 70 Years of its Classic Wartime Strategies


June 6 marks the day Allied soldiers descended on the beaches of Normandy on what is popularly known today as D-Day: the operation that turned the tides of the Second World War and ended the great conflict. As preparations are being made to commemorate the 70th anniversary of the landings, B2B marketers can do their part by learning the tactics which brought about D-Day’s success.

Back then, the main objective of the Allied powers was not the capture of all the landing points but rather to land in a small area, establish a beachhead, and expand from that point. For marketers, it’s basic entry strategy. You don’t just go for the entire market. You start at a particular niche, your beachhead, and start expanding your company’s own army of sales, employees, and assorted marketers.

Infantry and Mechanized Landings – Gaining Trust

In most cases, it’s easier to get a minor commitment first instead of starting with a major commitment because you can just simply work your way from the former to the latter. How do you do this in marketing? You simply establish rapport and use lead nurturing to establish trust over time. You don’t pitch your entire solution but gradually engage with them long enough to fill them in on it.

Naval Artillery Support – Demand Generation

To support the element of surprise on the German defense line, thousands of Allied naval ships helped the incoming infantry with artillery bombardments along the shores and further inland to eliminate or suppress enemy artillery and personnel.

In a way, those destroyers are akin to demand generation activities. You don’t want the competition sealing you out by consuming their territorial share of prospect attention.

Examples of this approach can include websites full of regular blog posts or sending newsletters in exchange for contact information. This will keep prospect attention on your business and support additional engagement efforts.

The Secured Beachhead – Sustainability

Despite victory at the beachhead, the Allies failed to achieve other objectives on the actual date of the landings. Hesitant decisions from supporting air and artillery support compromised the elements of surprise and helped the Nazi strongholds prepare for a better defense line.

But still, it was thanks to maintaining that little shore that the infantry managed to spread control. B2B marketers should maintain their own line if they hope to expand into deeper market territory. That includes having sustainability and reduced overhead.

Airborne Landings and Support – Inside Influence

It was the largest naval invasion in history so air support was also a critical factor against the German occupied defense line. Airborne troops paradropped behind enemy lines so that their offense ensured the attacks were now from all sides. In a sense, this is simply a quicker version of planting spies prior to wartime.

Marketers apply both forms when they gain influence from within the industry. Think of ways to drop in on critical industry influencer and win them over from inside the market. This also works with individual prospect companies. Find an insider who can vouch for your company from inside their organization and open their doors to you.

Finally, know that this land-and-expand strategy works best when you’re too preoccupied with always generating new customers. As always, B2B marketers and sales reps should follow the 80/20 rule. If it was good enough for the D-Day veterans, it should be good enough for you!