A recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage, or unsubscribe after cite “lack of relevance” as a key factor. This is hugely important because most marketers rely on email as their main lead nurturing tactic. As B2B marketers, we should have it drilled into our brains that […]
Author Archive | Brian Carroll
Get out your walking shoes. This ain’t no walk in the park. Lead generation can take you on a long hike. The one thing I can guarantee you about the journey is that more is not better if you don’t know how to nurture.
The challenge today is not in generating leads, but truly connecting with them. That’s why lead nurturing matters. This is why I found this post by my friend Ardath Albee titled, “Strategy Beyond the Send” helpful. Ardath’s post gives some useful ideas on how we can better connect by thinking, “like your prospects do when […]
In spite of the fact that in the past pushy salespeople and poorly trained marketers have tarnished the image of the phone, I still believe that reaching out via phone is a very effective lead generation tool. Studies by leading marketing research firms like MarketingSherpa show that 92% of B2B buyers are open to cold […]
As marketers look for ways to optimize lead generation, they are recognizing the value of using educational content and thought leadership to help attract more customers. I’ve written a number of times on using educational marketing and certain aspects of thought leadership to generate leads, and I thought this post by Dana VanDen Heuvel over […]
I’ve been blogging for over five years. When I started, there wasn’t a business case on the ROI of blogging, nor was there a lot written on B2B lead generation. I started blogging because I wanted to share with everyone what I thought were useful B2B lead generation ideas, tips, and resources – material that […]
I came across a blog this weekend that reinforced my thoughts. This post, written by Christian Fea, CEO of Synertegic, Inc., started off with a this statistic that he found on compete.com: Twitter had around 3 million people visiting the site in 2008, and it grew 640% between November 2007 and November 2008.
The lack of a strong lead nurturing discipline can cost your organization substantial unrealized revenue. Without lead nurturing in place to capture and cultivate early-stage leads, your marketing funnel misses out on valuable opportunities. The true value of lead nurturing comes from the technique of staying in touch with prospects while providing them with the […]
Why do so many companies struggle with the lead generation process? Simple. Even the very best lead generation program cannot compensate for poor teamwork and collaboration. You can actually achieve major ROI gains by optimizing a just few key aspects of your lead management process.
After a talk on lead management, I spoke with several marketers from a company where one said, “We don’t need to qualify our leads because our web forms do the qualifying for us… then we send them to our sales team.” Here’s the problem with that model… long and detailed web forms often cause people […]