Articles in the 'B2B Sales' Category
D-Day Marketing: The Land and Expand Strategy
Let’s start today’s post by acknowledging one important fact. It is usually much, much (did I say “much”) easier to up-sell an existing customer than it is to find a new customer. Yet, our marketing efforts are often focused on selling the whole enchilada to the customer on their first experience with us. This is often counterproductive, and why you may need to adopt the “land and expand” marketing strategy.
This is where the “D-Day” analogy comes in.
Where to Find B2B Sales Leads – Part 3
I hope you have found my two previous posts on where to find sales leads to be helpful. This week, I will share some ideas on how to fill your sales funnel with leads from events and content marketing. This is a sample of the possibilities but it should give you a good start.
Events
Online Events – Having spoken at and/or conducted many web seminars, I am a fan of this medium and have used it to generate tens of thousands
Who Can Use More B2B Sales Leads?
I’ve had several posts recently about where and how to find fresh sales leads. Leads are the lifeblood of many B2B organizations and if you ask the VP of sales what he or she most covets, it is often a variation on the theme, “lots of qualified leads.” Generating leads is difficult enough when you know what you are doing – if you don’t it can be painful and frustrating.
To help make this process easier, we’ve just released a new eBook
Where to Find B2B Leads – Part 2
In a recent post, I talked about six direct marketing sources of B2B sales leads. You can view that post here. Let’s now turn our attention to nine more lead sources from two important categories – online media and pull marketing.
Pull Marketing
Social Media – The big three B2B leadgen social media tools are LinkedIn, Twitter and blogging. All three can be a good low-cost source of leads. If you are going to engage with these media – and I strongly
How to Shorten the B2B Sales Cycle
If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle. Everyone, from CEO to sales VP to sales rep, suffers from this problem and wants to know what to do about it. The future of your company (and its stock price) may depend on getting revenue in the door faster.
What exactly do I mean by the term “sales cycle”? The classic definition is “the total time elapsed from the buyer’s first contact
Five Questions Every B2B Marketer Needs to Ask – by Christopher Ryan
B2B Marketing is a tricky business with a lot of moving parts. To do it right, you need the answers to the appropriate questions. Here are five to get you started:
Is what you offer a commodity or a differentiated product or service? This is a critical question because it will determine how you must market to be successful. A differentiated product or service has advantages, but it must usually contend with a much smaller market niche. By contrast, a commodity
Just How Many Leads Do You Need? – by Christopher Ryan
You think this would be a simple question. However, for a lot of B2B executives, the answer is tough to pinpoint When I ask a new Fusion Marketing Partners client or prospect “How many leads do you need?”, I often get one of three types of answers:
“I don’t know.” or “I have no idea.”
“A lot more than I am getting now.”
“X number of new leads a month, but I don’t know why.”
Often, I get different answers from different people in
A Dose of Reality in B2B Marketing – by Christopher Ryan
Napoleon once remarked, “A general should consider himself successful if half of what he plans comes to pass.” This is not to say that you shouldn’t carefully plan. But the fact is that things don’t always turn out the way you plan (just ask Napoleon about a place called Waterloo). For example, the list is staler than you thought. The webinar topic is not as interesting. The offer is not as compelling. Your vendor misses the mailing or email date.
Why do You Need a B2B Marketing and Sales Machine? – by Chris Ryan
Our tagline (or Brand Promise if you prefer) at Fusion Marketing Partners is “Creating Unstoppable Marketing and Sales Machines.” So what exactly do we mean by this term and why did we choose it as our company mantra? And why do you need such an animal as a marketing and sales machine?
There are a lot of terms used to describe marketing and sales activity. You can call what you are doing a program, campaign, initiative, plan, outreach, launch, test, rollout,
Bridge the Gap in B2B Marketing and Sales by Christopher Ryan
Of all the talks and presentations I do about B2B marketing and sales, perhaps my favorite is called How to Bridge the Gap Between Sales and Marketing. This is a subject that resonates with both the marketing and sales audiences, as well as CEOs and business owners. We have some fun with the presentation but the message is deadly serious: marketing and sales need to be in alignment for the business to reach its potential.
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