How can the sales and marketing team work together productively?
When does an inquiry become a lead and when do you hand it off to sales?
Do lead volume goals reduce lead quality?
How can you improve your search engine rankings?
What’s the best way to use SEO and PPC to reach hard-to-find prospects?
What are B-to-B copywriting rules that have been proven effective?
Is B-to-B demand generation ready for Web 2.0?
How do you get additional qualification information about prospects?
How do you set up successful nurture timing (and make sure your competition does not poach your leads)?
How can B-B marketers gain a seat at the management table?
Quality of Leads
It is the quality of leads which every B2B marketer is after and measuring and scoring leads requires is a very sophisticated process. In this process analysts and marketers have to work together in order to extract the total number of leads, create a process for culling the spammy ones out, tie the leads back referring channels such as SEO or PPC, referring keywords, and finally, attempt to understand the visitors’ intent by looking at the content they viewed and the depth of their visit. Check out Marketo and their lead scoring system.
As we all know most of our marketing revolves around the lengthy B2B sales cycle so its important to get an understanding of your own specific sales cycle. Having a solid grasp of your sales cycle allows you to be a smarter marketer, in that you know when to send out marketing to lure new prospects, when to nurture those prospects and how to eventually close them. During this sales cycle you will be using different advertising mediums so leveraging tools like SiteCatalyst or Coremetrics will be useful in attributing ROI across the sales cycle.
Optimizing your content
Optimization of content is not strictly about SEO it’s about providing the content and collateral users need in a format that makes sense to them. It’s also about testing different blocks of content with A/B or Multivariate testing so that you can offer the richest user experience for your visitors. Tools you can leverage include Google’s website optimizer, Omniture’s Test & Target framework or the services of WideMile (specialists in Multivariate testing).
Conversion Rates and Funnels
Conversion rates and funnels go hand in hand. Being able to identify drivers to your conversion process is a good place to start because assigning your budgets to the right drivers will lead to larger number of potential conversions. Next you want to look at the rest of your conversion path, specifically the navigation and web pages which lead up to the eventual conversion. Most analytics systems come standard with conversion funnel reports which indicate where in the process your visitors are dropping off at. Lastly, take your conversion rates and segment them by the previous findings (drivers and your conversion path) in order to pinpoint barriers in addition to areas for most improvement.
B2B Marketing Teleseminar – Free online seminar Presented by: Stefan Tornquist, Research Director, MarketingSherpa and Gord Hotchkiss, President & CEO, Enquiro
Wednesday, September 12, 2007
2-3pm Eastern /11-12pm Pacific
- Who makes B2B purchasing decisions?
- How do they evaluate potential products and services?
- How do decision makers interact with online lead gen. forms? (a look at eye tracking data)
Business-to-business transactions represent the most complicated and
convoluted purchase decisions anywhere. Not only are these typically complex
long cycle purchases that require significant research, but they also involve a
number of people in each organization playing different roles. New research
focuses on what three types of business-to-business buyers are looking for: the
user buyer, technical buyer and the all-important economic buyer.
Register Now! for the B2B Teleseminar.
KnowledgeStorm Inc. announced yesterday the launch of FindTech Blogs, a collection of blog sites for B2B business and technology professionals. FindTech Blogs organizes aggregated blog content into categories to make finding relevant content easier.
“Two of the big challenges with blogs are finding content that is relevant and
accessing that content easily,” said Jeff Ramminger, executive vice president,
KnowledgeStorm. “FindTech Blogs addresses both of these by aggregating quality
B2B-specific blog content and by evaluating blog content to ensure that it is
accurately categorized. In our blog and RSS feeds study, we found that 60% of respondents don’t subscribe to a RSS feed, so this aggregation enables them to easily stay current on relevant blog content.”
Here are some of the hottest search topics:
Banking White Papers
Free White Papers
Video Conferencing Software
Small Business Software
Enterprise Resource Planning