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To some, the distinction between an inquiry and a lead is simple. To others (especially those new to marketing), the terms seem to be used interchangeably. And to both groups, determining the quality of leads can be tricky. So, for both newcomers to the profession and those veterans already running through the difference in your minds here are some useful tips to help the process.

Published in The Marketing Edge
Wednesday, 23 January 2013 15:24

Fueling growth: keeping clients happy

B2B organizations don't sell one item - they sell long-term relationships. Furthermore, a successful sales cycle is truly a cycle. It doesn't end; it evolves. The past two articles in our B2B demand generation series have covered the B2B lead conversion process: generating interest, educating prospects, providing solutions to their challenges and finally converting the sale. What remains after conversion is the last (and perhaps easiest) stage: maintaining client satisfaction and loyalty.

Published in The Marketing Edge
Wednesday, 16 January 2013 13:45

Nurturing leads: the road to B2B sales success

Although driving demand is crucial to the success of inbound business to business (B2B) marketing, it doesn't guarantee conversion. Most B2B prospects visit websites to research, not to buy in fact, only a small percentage will close a deal within the first 48 hours of contact. However, studies show that undecided and fickle prospects can make up a significant portion of future sales. For marketers, this means that each unconverted prospect potentially stands at a different point of the decision-making process and should be accordingly - and carefully - cultivated.

Published in The Marketing Edge

A new year means a new marketing game plan. With ever-increasing access to online, mobile and social networking platforms, decision makers' purchasing habits have changed drastically over the last five years. Prospective clients now face a nearly endless array of options. What's more, they can switch from one vendor to another with the touch of a button. Inbound marketing has never played such a crucial role in B2B business strategy as it has in recent years. To capture leads in a buyer-driven market, the question has become not one of how to covert, but how to evangelize your prospects though effective content that sets your brand apart from the competition.

Published in The Marketing Edge
Wednesday, 08 August 2012 17:07

Tips to increase your B2B sales potential

Anyone engaged in Business to Business (B2B) marketing and sales can attest that it is not an easy task. B2B requires research, marketing skills and aptitude and - above all else - perseverance. As a small business owner, I perform both marketing and sales functions for my agency. This can be both challenging and insightful at the same time, and over the years I've learned a few helpful techniques in courting potential clients and working with them after conversion.

Published in The Marketing Edge
Wednesday, 16 May 2012 16:44

Marketing spring cleaning

According to research conducted by Forrester Research, B2B firms have seen an average increase of 6.8 percent in their allocated marketing funds this year as compared to 2011. This budget expansion is a reassuring sign that the economy is picking up and B2B organizations are beginning to see substantial growth in revenue giving their marketing efforts an invigorating boost of capital.

After a few years of marketing budget drought, the new challenge for B2B marketers is figuring out the best ways to invest their funds. Although an increase of 6 percent or more may sound amazing, some of these budgets had been slashed to the bone and even with the increase, funds haven't yet returned to the point they were at five or six years ago.

As an agency, we suggest that our clients begin by taking a close look at their marketing activities. Nothing works better than developing a fresh marketing plan to assess where your business stands versus where you want it to be, and how you'll get there. This exercise is invaluable. Having a realistic view of where your business is positioned in the market in relation to your competition is the best reality check.

Published in The Marketing Edge

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