Category

Demand Generation

What sales wished marketing knew

What Sales Wished Marketing Knew

By | Demand Generation, Integrated Campaigns, Marketing & Sales Alignment, Strategy | No Comments

They say that sales is a sprint and marketing is a marathon. Great analogy. Sales is focused on short-term results. Marketing is focused on long-term value. Granted, we run different races. But we’re both specialties in the same sport. So why doesn’t it feel like we’re on the same team? I want marketing to know that we wear the same shoes. I’ve been in corporate sales for many years. And I work with the sales…

Read More

Fanatical Prospecting Transforms Sales People Into Sales Superstars

By | Demand Generation, Integrated Campaigns, Strategy | No Comments

Type “sales book” into the Amazon search window and you’ll get nearly 2,300,000 results. But every once in a while, a book comes along that rocks the sales world. That’s the case with Fanatical Prospecting by Jeb Blount. It’s a practical guide on how to do the most important – and the most difficult – thing in sales: prospecting. Recently, April Williams, President of North Star Marketing, Inc. (NSM), sat down with Ted Williams, NSM’s…

Read More

3-Pronged Approach to Build Your Pipeline

By | Demand Generation, Marketing & Sales Alignment, Strategy | No Comments

Today’s marketing allows you to build your pipeline in ways we never could have five years ago.  There have been people over the years who have promoted a singular tactic to drive sales but where we are settling in is exactly where we should be – looking at integrated tactics that marketing and sales can tackle together.  It is called Account Based Marketing [ABM] and, if done right, it is a game-changer for companies.  It…

Read More

Demand Generation: Don’t Be a Drip

By | Demand Generation, Email Marketing, Strategy | One Comment

66% of buyers indicate that “consistent and relevant communication provided by both sales and marketing organizations” is a key influence in choosing a solution provider, according to a Genius.com study. What are the key words here? Consistent and relevant. Drip marketing nails consistency, but often fails at relevancy. Michael Ward of Net-Results uses a great analogy to explain the difference between automated drip campaigns and real lead nurturing in his article, “Lead Nurturing vs Drip…

Read More

Rev-Gen Marketing: Welcome to the New Frontier

By | Demand Generation, Marketing & Sales Alignment, Strategy | No Comments

Revenue generation. Predictable growth. Profitability. These are the words that CEOs care deeply about but they’re not words that come to mind for most when they think about marketing. But times are changing, and today many CEOs are starting to look to marketing to gain competitive advantage and drive business success. What happened to cause this shift? The combination of technology and data has dramatically changed how businesses engage, build trust, close deals and retain customers. And this…

Read More

From Traditional to LeadGen – Let The Journey Begin

By | Advertising, Demand Generation, Digital Advertising, Strategy, Traditional Marketing | No Comments

One of my favorite things to do is come alongside our clients to help marketing and sales join forces to become a unified RevGen team. I actually hope one day we will no longer have marketing teams and sales teams, but one unified team committed to work together to drive revenue, called the RevGen team. However, until that time comes, there is a journey that all companies are on whether they know it or not. It is the…

Read More

The Rev-Gen Journey Starts with a Strong Foundation

By | Demand Generation, Strategy, Traditional Marketing | No Comments

When we talk about the Rev Gen (Revenue Generation) Journey – the first phase is traditional marketing where the majority of marketers are today. According to the 2013 book, The Rise of the Revenue Marketer, companies in the first phase of this journey are focused on the 4Ps. For decades, and even today, in most colleges and universities when we first learn about marketing we learn the 4Ps…product, place, price and promotion. For B2C companies that…

Read More

Reaching the Right Audience at the Right Time Starts with Content Strategy

By | Demand Generation, Strategy | No Comments

With 91% of B2B marketers using content marketing, it’s pretty clear that it’s more than just a fad. From blogs, white papers, videos, webinars, case studies, events and a whole lot more, B2B companies are generating staggering amounts of content. But how do you know that your content is reaching the right audience at the right time? Enter content strategy. Content strategy is the glue behind content marketing. While content marketing focuses on generating content…

Read More

TeleSales: To Get a Foot in the Door Put an Ear to a Phone

By | Demand Generation | No Comments

Whether you call it telemarketing, telesales or teleprospecting, using the phone as part of your direct marketing strategy can increase response rates by a minimum of 25% and get sales people’s foot in the door which leads to more closed deals.  According to Douglas Karr, founder of the Marketing and Technology Blog, “most direct marketing strategies fail because they’re not persistent in calling on the clients who are within their key firmographic.” To prove the…

Read More

The Overarching Rule of Exceptional Companies, Know Your Customer

By | Brand, Demand Generation | No Comments

While many factors can lead to sluggish sales, probably the most critical mistake we see is that a lot of marketers lose sight of who their customers are. We recently worked with a client to help them understand why sales were stagnant. They were doing the same things they always did and what they were doing stopped working. We did some digging and found some issues that created the problem: Sales weren’t using the support…

Read More