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The Executive’s Guide to Effective Lead Nurturing Programs

January 7, 2016 Admin Wordpress 0

Let’s start with some scary stats. According to SiriusDecisions 98% of MQLs never result in closed business. Additionally, 54% of sales reps won’t make quota. All this despite record investments in marketing automation and sales enablement tools.

Now consider that the top priority among B2B marketers is increasing the number of contacts/leads generated (Source, State of Inbound 2015). Of course, a close second priority is converting contacts/leads into customers. Over the last five years, I’ve seen the focus on lead generation increase significantly among small and mid-market businesses (SMEs). As recently as 2013, I would regularly engage executives who had reached out to me to discuss a sales problem in an effort to teach them that the cause of their sales problem was how they were (or more accurately weren’t) generating leads. Today I get to do much less teaching as more and more executives have increased their focus on lead generation.

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6 Essential Nurturing Workflows For Every B2B Company

December 30, 2015 Admin Wordpress 0

Not everyone is ready to buy your product or service the first time they come to your site and that’s okay. With the right amount of time and information they will warm up to your brand, assuming they’re the right persona for your product or service, of course.

Nurturing campaigns are essential for keeping these people who visit your site but aren’t ready to immediately buy engaged with your brand. Essentially these campaigns are a series of emails aimed at keeping you top of mind while building trust and moving your lead further along in the buyer’s journey.

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4 Strategies to Help Maintain Lead Quality in Your Database

November 25, 2015 Admin Wordpress 0

When you first implemented inbound marketing for your business, you knew that you were building a system that utilized high quality content to help generate high quality leads from your website. Flashes of the film Field of Dreams probably kept running through your head as you optimized your website for conversions and started pumping out blogs and offers at a regular basis.

If you build it, they will come.

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It’s Not You, It’s Them: 7 Signs Your Lead Is a Terrible Fit

October 5, 2015 Admin Wordpress 0

There’s a really big difference between passing off leads to your sales team, and passing off qualified leads to your sales team. 

While a mixed bag of leads will often leave them tied up on calls that won’t translate to much for the business, a list of qualified leads will set them on a path that might actually result in a sale. 

What’s the best way to separate the good from the bad?

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13 Email Workflows You Should Be Using in Your Marketing Automation

October 1, 2015 Admin Wordpress 0

Are your contacts going with the flow, or are they just sitting dormant in your marketing database? If you don’t have any automated email workflows set up, your answer is probably the latter — which means you’re missing out on some major opportunities to nurture and engage your existing contacts.

Did you know that B2B marketers who implement marketing automation increase their sales pipeline contribution by an average of 10% according to a report by Forrester? But wait … there’s more.

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Traditional vs. Predictive Lead Scoring: What’s the Difference?

September 14, 2015 Admin Wordpress 0

What separates a qualified lead from an unqualified one? That’s the burning question we all have.

We want to make sure we know the key factors that make someone qualified so we can focus on the creating and delivering the right content through the promotional channels that make these most sense. Once we establish that framework, we can then help our sales teams make the most of their time by providing them with the means to prioritize leads.

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5 Ways Marketing Can Help Sales Through a Tough Month

June 4, 2015 Admin Wordpress 0

A company won’t survive if it doesn’t meet its revenue goals. That’s why revenue isn’t just the sales team’s problem — it’s every department’s problem. An effective marketing team will set up the sales team for success by generating valuable leads and nurturing them until they’re ready to be passed to sales reps.

But the partnership doesn’t end there.

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5 Attributes of an Effective Lead Management Process

January 26, 2015 Admin Wordpress 0

Inbound marketing is a powerful strategy. When we implement it for a company here at Imagine Business Development, we will typically see a 2 to 7 times increase in lead generation in the first year and a 5 to 10 times increase in future years.

A 2013 study identified generating high quality leads as the number one challenge for B2B marketers. It’s no surprise that Inbound Marketing, with it’s proven track record, is exploding in use. While Inbound Marketing will certainly increase the generation of quality leads, it will also generate more low-quality leads. 

In our experience, of the leads created by an effective Inbound Marketing approach between 50% and 90% of leads will never become qualified in any fashion.  This rate is highly dependent upon the industry you’re in, how clearly you’ve segmented your market and how effective your process and strategy is.

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How an A/B Test of Landing Page Form Copy Improved Lead Quality

November 18, 2014 Admin Wordpress 0

clean_dataWhen most people talk about getting quality lead information from forms, they usually talk about one tactic: changing the length of the form. The longer the form, the better quality the leads will be … right?

Truthfully, it’s not always that simple. For most businesses, changing the form length is a great