B2B Lead Generation Blog

Generate over 60,0000 inquiries by educating people?

Last year, I wrote a post on giving away ideas to proactively educate and attract future customers. I was surprised that it generated such a lively discussion.

Michael Stelzner wrote the following comment on my post back then, “I have been giving away my trade secrets for years (against the advice of advisors). The results have been amazing. The fact is that folks look to you as a thought leader when you share your secrets. In addition, the discussion that comes from sharing results is a better idea.”

Today, Michael just launched a series of videos on how he is leveraging educational techniques to pull in inquiries and generate leads. Michael told me he's got a bunch of videos he plans to release over the next few days telling how he generated over 60,000 inquiries and leads for his business by giving away his ideas.

Watch his first video, "How To Generate Mass Interest in Your Business During Tough Times." (No need to do anything special, it will just start playing.)

B2B 2.0 marketing expo by MarketingProfs

The gang at MarketingProfs put together conference that's worth checking out. Now here's the best part... no conference travel required. The B2B 2.0 Marketing Expo is March 5, 2008 and you can register here.

Alltop a single page blog dashboard of sorts

If you don’t have time to search though multiple blogs I recommend you check out Alltop. The site was launched by marketing wiz, blogger, author, entrepreneur & venture capitalist Guy Kawasaki.

What's different about Alltop? It’s really a selection of the top 50 RSS feeds (i.e. mostly blogs) in 20 categories. All that information is collected listed in a single page. Personally, I’m finding Alltop useful for keeping up with other topics I'm interested in but don't want to spend a lot of time on.

The small business section includes the B2B Lead Generation Blog along with publications like Fast Company, Entrepreneur, Forbes and some of my favorite bloggers like Jill Konrath, Patrick Schaber, Seth Godin, John Jantsch, and Yvonne DiVita.

Podcast: Interview with MarketingSherpa's Anne Holland

Would you like some inspiration or some fresh ideas for your marketing and lead generation strategy?

If so, MarketingSherpa just released their “Business Technology Marketing Benchmark Guide 2007-08” and I had the privilege to interview Anne Holland about this year's findings. Very useful stuff. Download the Executive Summary

During our in-depth interview, Anne shares some terrific insights and helpful data on numerous marketing and lead generation tactics.

Three data points that I found particularity interesting:

1. Teleprospecting works. As we all know, tech buyers are a notoriously tough crowd to cold call. Sherpa's findings contradict the "calling doesn't work" line we've heard for years. Their data shows that over 50% of tech buyers admitted to short listing a vendor after receiving a well timed and relevant phone call.

2. Sherpa's data shows that more decision makers (not just influencers) are attending webinars and watching archived events. This indicates the importance of relevant educational events and online content for lead generation.

3. Companies who provided fewer but higher quality "sales ready" leads to their sale people have better sales conversion rates than those that send lots of early stage leads and that creating a "cost per lead" culture just does not work.

Listen to podcast now (31 min MP3)

Show Agenda  

• Benchmark data that B2B all marketers must know
• Fresh ideas and best practices for lead qualification
• Why you should capture and track all web inquiries in your CRM
• How many buyers/influencers in the typical F500 buying process (hint: it's big!)
• Sherpa's unexpected data on B2B telemarketing (teleprospecting)
• Useful data on lead management and lead nurturing
• How webinars are reaching more decision makers than you would expect
• Common email mistakes (and why mobile devices matter more than you think)
• How and why high quality content is important and influential to buyers
• Why fewer leads is better (the CEOs role) and why "cost per lead" budgets fail
• Distinguishing characteristics of top performing marketers
• Unconventional research that will improve your corporate website homepage

The Business Technology Benchmark Marketing Guide features data on numerous marketing and lead generation tactics especially valuable. They also have practical data on search, email, PR, direct mail, lead generation, trade shows, podcasting, telemarketing, budgeting and more. They interviewed over 1000 marketers, plus this year they gathered in-depth research from 4,658 actual business technology buyers.

If you are a marketer for a company that sells technology, I encourage you to get a copy of this report. It will definitely help you better budget, forecast, and benchmark your marketing results.

MarketingSherpa: Business Technology Marketing Benchmark Guide 2007-08

Social Media Pundits Disconnect from B2B Marketing

As someone in B2B, do you feel left out of the social media buzz? I read a good article on "What’s Wrong With Social Media For B2B Marketing" by John Miller who also writes the Modern B2B Marketing blog.

John's article highlights something most of us in B2B marketing have come to accept. B2C marketing gets the vast majority of links and clicks while B2B hears the quiet sound of crickets chirping.

I remember when I started blogging in 2003 and there was only 11 true B2B marketing related blogs. Now there's are over a hundred. John lists about 80 of them on his blog.

John concludes, "The result is that there are fewer pundits and thought leaders writing about B2B marketing, resulting in fewer links to those early adopters who do write about business marketing techniques. And since links mean leadership on the web, the result is that the less-trendy subjects in B2B marketing—like marketing accountability and lead management—get left behind."

Personally, I think the reason B2B marketing receives less attention comes down to time and momentum.

I don't know a B2B marketer who isn’t swamped and time constrained. They often have more projects than hands to do them.

Plus, there are more B2C marketers than B2B marketers. Why? There are simply more consumer buyers than business buyers. And as consumers, it’s easier to understand B2C marketing experiences, concepts and ideas. There’s just more to write about, more people and thus there’s more momentum.

B2B is more complex. Complex things are harder communicate and take more time and effort to build momentum. For example, my business partners and I were talking at lunch about why Steven Hawking is less known at this stage of his life than Albert Einstein (don't ask why were talking about this). One person said, "You can put Einstein's E=mc2 on a t-shirt and then a consumer will buy that. You can’t do that with Hawking.”

My point? Those who spend more time talking about the trendy marketing mediums (ie. Blogs, podcasts, WOM, etc.) are easier to link to than those who are talking about the strategy and execution aspects that B2B marketers really need. It’s a momentum thing.

B2B marketers may never have the same amount of buzz as those in B2C and that's okay. B2B marketing isn’t a popularity contest. It's about results. Without us, B2C marketers wouldn't have anything to sell and our economy would suffer. That's a fact. And that's why I love it.

Podcast: The New Rules of Marketing & PR Interview with David Meerman Scott

Before the Internet and social media tools, companies could only communicate through the filter of advertising or media ink placed by a PR firm. But fortunately the rules have changed.

I just interviewed David Meerman Scott author the new book, The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. The book was officially released on June 4, 2007.

David also writes the Web Ink Now blog and has been named to the MarketingSherpa Viral Marketing Hall of Fame for the past two years in a row. During our interview we cover a variety of topics that are relevant to lead generation, PR and marketing.

Show Notes

• The New Rules of Marketing & PR
• Strategies for reaching more buyers directly via the web
• The role of content in reaching people earlier in their buying process
• Building your online credibility and authority
• Thought leadership and the changing role of media and journalists
• PR tactics that work

Listen to podcast now (MP3 27 min 12 MB)
Subscribe to the Start With the Lead Show

David is a friend and colleague so I'm happy to see his book is doing so well. As I write this post his book is ranked in the top 100 of Amazon Best Sellers. Congrats David! Get your copy of The New Rules of Marketing & PR on Amazon.

B2B Lead Generation Blog is today's TypePad Featured Blog

Greetings and welcome new readers! I'm honored that the B2B Lead Generation Blog was chosen as today's Typepad featured blog. I've been using Typepad to power my blog since October of 2003 and I think it's a super blogging tool.

Their write up is quite glowing (aw-shucks) and it's fun to be recognized. And, I'm even getting a cool t-shirt to boot. Thanks TypePad!

TypePad Featured Blogs: B2B Lead Generation Blog

Podcast: Marketing and Sales for Big Complex Selling (Pt 1)

I had a great time chatting with Todd at 800-CEO-READ on lead generation. This is the first of three podcasts 800-CEO-Read is doing on B2B sales and marketing.

Here's what Todd says about it:
"In this podcast, I talk with Brian Carroll, author of Lead Generation for the Complex Sale. Next week, I interview Jill Konrath, author of Selling to Big Companies. In week three, I bring Jill and Brian together to talk about the interface between marketing and sales."

Like many of Todd's podcasts; this one is a high-level discussion geared for business leaders and those who support sales people. While you're there, I encourage you to take some time to visit 800-CEO-READ's other websites. They are a super resource for anyone who reads business books.

Listen to podcast now (MP3 43:47 min 30.1 MB)

Lead Generation for the Complex Sale Listed Among BtoB Magazine’s Best Marketing Books

Ellis Booker, editor of BtoB Magazine, posted a short list of five of the best marketing books published in the past 12 months, as well as a couple due out imminently. My book, Lead Generation for the Complex Sale, along with friends Bryan and Jeffrey Eisenberg's Waiting for Your Cat to Bark? and Debbie Weil's The Corporate Blogging Book, were included on the list. Very cool!

Read BtoBOnline.com: A summer bundle of marketing books

E-books: A Hip and Stylish Younger Sibling to the Nerdy Whitepaper

If you’re reading this, it’s likely that you are a reader of other blogs. As such, you’re probably aware of the growing number of e-books available. So what's the deal? 

Fellow e-Book author David Meerman Scott just wrote an article for MarketingProfs.com that's really helpful. Titled E-books:  A Hip and Stylish Younger Sibling to the Nerdy Whitepaper, it’s an interesting and educational read about the nature of the phenomenon, its purpose, style and definition. He gives some great advice on how to create your own eBooks too.  BTW - I'm using the spelling of e-books and eBooks interchangeably until we all agree on how to spell it. 

Just like blogs and podcasts, e-books are a terrific way to spread ideas, engage conversations and generate demand.  David not only compares them to the older whitepapers, but also discusses their use as a valuable marketing and lead generation tool. My e-book was even included on his list successful of examples of the genre.  So “get hip” and read this article. 

Speaking at MarketingSherpa's B-to-B Demand Generation Summit 2006

I'm speaking at MarketingSherpa's Demand Generation Summit being held in Boston and SF this fall.  I've worked out a special promotion with MarketingSherpa -- you’ll get a complimentary autographed copy of my book and a $300 discount on the Summit if you register by August 31st.

This should be just in time to inspire you during your fall budget and planning season. Meet experts; mingle with your peers; and discover new data, strategies, and tactics (includes search, podcasting, email & microsites). 

Please note, you must click on this link to register so you can get the discount and free book (that's the only way our good friends at MarketingSherpa can identify you as qualifying for the complimentary, autographed book offer).

Webinar: Lead Generation Strategies for the Complex Sale

Join me for a complimentary webinar this Thursday, August 17, 2006 at 1pm EDT.  This action-oriented session will provide tips and best practices that you can put into practice immediately.

When you leave this session you will:

• Learn 3 proven lead generation strategies that deliver results
• The most effective ways to get sales and marketing alignment
• See the most effective tactics used for an integrated marketing program
• Know how to identify and prioritize your best prospects
• Hear what's working to develop a dialog with executive level buyers

Register here

This event is sponsored and hosted by WebEx Communications, the worldwide leader in online meeting applications.

New Book on Corporate Blogging

It's exciting when someone you know launches a new book. Congratulations to Debbie Weil, a recognized blogging expert, on her first offering, The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right (Portfolio Publishing, 2006). I will post a review on Amazon soon. 

This is the perfect time to release a book on corporate blogging. Many companies are just getting started with using blogs to attract and engage their customers. And, as my recent post about MarketingSherpa’s research shows, blogs have become a great lead generation tool for marketers.

New complimentary e-book - Start with a Lead: Eight critical success factors for lead generation results

My latest project is ready! I just published a complimentary new e-book titled Start with a Lead: Eight critical success factors for lead generation. Please download it and pass it on.

According to studies, the single biggest challenge for contemporary B2B marketers is effective lead generation. Conversely, it has been pointed out that 80 percent of marketing expenditures on lead generation are wasted because the leads are lost, ignored or discarded by sales people.

Marketers today are constantly reminded that the company needs more sales leads...now. Unfortunately, that immediacy is quite often at the direct expense of quality. Instead, marketers should adopt and tailor lead generation programs that will increase the odds of creating better sales leads and relationships that will ultimately result in long-term, happy and profitable customers.

In this e-book, you will learn how to develop high-volume, high-quality lead generation programs for your company. It was written for business leaders, managers and marketers who want to help their sales team sell with highly qualified business opportunities, because sales people should only be brought in when a lead has been qualified as “sales ready.” 

Download Start With a Lead: Eight critical success factors for lead generation

MarketingSherpa Data on the Best & Worst Lead Generation Offers for 2006

I've been quiet here for over a week, but not because I don't have a ton of things to write about. Actually, I'm focused on getting a special project ready that I’ll be releasing to tomorrow. Stay tuned. 

In the meantime, I do want to quickly share some interesting research from MarketingSherpa. They conducted their third annual study of business technology marketing.

Their results show that thought-leading content that's educational in nature performed best as a call to action.  In addition to webinars, this data shows that blogs and podcasts are evolving into key elements of the B2B marketer's lead generation toolkit. 

You'll find a link below to the complete study, but they made this interesting chart available immediately: http://www.marketingsherpa.com/images/leadgenoffers.gif.

MarketingSherpa: Best & Worst Lead Generation Offers for 2006

If you're interested, I also highlight how thought leading content influences the lead generation process here and here. 

How Podcasts Impact B2B Purchase Decisions

A key aspect of lead generation is to engage people as early in their buying process as possible, because that's where you can make the biggest difference. Simply put, engage early and often. 

An excellent way to reach people early is by developing thought-leading content. Yet most companies lack thought provoking, educational content; instead, they emphasize sales content. Sales content is most relevant in the later stages of the buying process. 

Your content should be specifically designed to help support and pull your potential customer through each stage of their buying process. How? By helping people find the answers to their questions and being a resource to them, regardless of their timing to buy.  Also see: Using Thought Leading Content as a Lead Generation Tool

Podcasts are a great way to share your thought leading content which is why I found this report by KnowledgeStorm and Universal McCann very compelling.  They just announced the results of a joint research study on the emerging role of new media, particularly podcasts, on B2B technology purchase decisions. 

Key Findings from the Study Include:

• 41 percent of survey respondents claim they have listened to podcasts on more than one occasion, while 13 percent stated that they “frequently” download or listen to them.
• 32 percent of survey respondents stated their usage of podcasts has “Increased” or “Significantly Increased” in the last six months.
• 72 percent claimed that they have downloaded or listened to podcasts on technology topics on more than one occasion; 23 percent do so “frequently.”
• Nearly 60 percent of respondents said that information on business or technology topics, currently delivered as white papers or analyst reports, would be more interesting as podcasts.
• 55 percent of respondents would be more likely to consume white papers and analyst reports if they were delivered as podcasts.
• 57 percent of the frequent podcast users stated their biggest challenge with podcasts is the scarcity of interesting content.
• 65 percent responded that they listen to podcasts for both personal and business interests.

To learn more about the Emerging Media Series study visit, Podcast Study Report. 

BeTuitive Publishing Book Review

Each month, one of the folks over at BeTuitive Publishing writes a business book summary and review that is included in their newsletter and blog.  The most recent review is of none other than Lead Generation for the Complex Sale.  Todd Smart, BeTuitive’s president, and I have known each other for about fifteen years, but he assures me that the book was chosen for review on its own merits. ;) 

Here’s some of what they had to say:

"This book will be most helpful for a reader with a keen interest in business strategy.  The chapter topics are universally applicable to all industries, and the lead generation methods are suited to all types of business practices. The content flows logically, escalating from fundamentals to tactics and development."

Read the entire summary and review.

Time with Best Selling Author Bryan Eisenberg

My good friend, Bryan Eisenberg and I met up while he was on his book tour in Minnesota.  Like many visitors to Minnesota (Land of 10,000 Lakes), Bryan wanted to see the Mall of America. Being married with two daughters, I'm a highly qualified mall tour guide ; )

After walking around the mall a few times, we stopped by Barnes & Noble to sign the remaining copies of our books.  We both wished we had a camera to capture this event... I mean how often do two friends have their books come out on the same day and then get to autograph them together! 

Later, we met up with our friend, Dan Janal, of PR Leads fame for dinner.  Dan brought his camera along so now I can share the pictures with you.  All three of us had a great time exchanging ideas on marketing, life, business and books.  Thanks for treating us to dinner Dan! 

Well, Bryan's new book, Waiting for Your Cat to Bark, just hit the Wall Street Journal, New York Times and USA Today Best Sellers list all in the same week!  Congratulations to Bryan and co-authors Jeffrey Eisenberg and Lisa Davis! 

The B2B Lead Generation Blog Wins Best B-to-B Marketing Blog in MarketingSherpa's Readers' Choice Awards

Thank you all for voting! I won the best B-to-B Marketing Blog in MarketingSherpa's Readers' Choice Awards!  I’m humbled and thrilled that so many readers have found the content valuable and informative enough to cast their vote for my blog. 

MarketingSherpa writes:

"Our readership is 65% B-to-B marketers, so this was a hotly contested category. Brian won honorable mention last year and has moved up a notch, sharpening his game. That's tough in a world where blog fatigue can all too easily set in. Brian's new book on the same subject was released in May 2006 by McGraw Hill, so he's having a banner year all around!"

After winning honorable mention in same category in 2004 and 2005 this feels great.  I appreciate for your support and will continue to work on keeping this blog a positive resource.  Congratulations to all of the winners and nominees.  Cheers!

MarketingSherpa’s Top 10 Best Blogs & Best Podcast of 2006: Readers’ Choice Award Results

Podcast: Interview on the Cullinane & Green Report

I was interviewed by podcasting experts Joe Cullinane and Roger Green on the Cullinane & Green Report. I encourage you to check out their other interviews with Mike Bosworth, author of Solution Selling and co-author of CustomerCentric Selling and Jackie Huba co-author of Creating Customer Evangelists too.

During this podcast, I share my thoughts on how to use technology tools like podcasts, blogs and RSS for new business development and lead generation. 

Listen to podcast now (36:26 minutes)

Podcast: Duct Tape meets Lead Generation for the Complex Sale

I'm a guest on the Duct Tape Marketing Podcast today hosted by John Jantsch.  John's Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and was twice named "Best Small Business Marketing Blog" by the readers of Marketing Sherpa. While you're visiting John's blog, be sure to subscribe to his newsletter. It's terrific. 

Listen to podcast now

PR Has New Rules for Reaching Buyers Directly

In launching my book, I didn't want to rely on the same time-worn lead generation tactics as everyone else. A normal book launch involves sending press releases to the media and then hoping and praying that overworked and overwhelmed journalists (who doesn't know you exist already) will suddenly see you on the radar...I mean, come on. That's so “book launch 1.0” (thanks for the idea, Debbie Weil). 

Simply put, the web has changed the rules for press releases. You can now reach your potential customers directly with your PR. This is called PR 2.0. 

Has your PR firm told you about this yet? If not, the reason may be this...many PR professionals resist direct-to-consumer PR. Just like many marketers resist changing the way they do lead generation from “campaigns” to “conversations.” 

Another important reason is that it's hard to admit you are powerless to start, control and mold your message. Just like you can't dominate a conversation without risking that people may tune you out. The key is that you need to listen first, ask the right questions, participate and be relevant. 

David Meerman Scott, author of Cashing In With Content, wrote a post on direct to consumer press releases today as discussion leader on the IAOC blog.  He features my recent book launch as a direct to consumer news release case example.  It all began in this conversation, Direct-to-Consumer News Releases: Do they suck?

If you have not read it already, I recommend you get David’s free e-book “The New Rules of PR." It explains how to create a press release strategy for reaching buyers directly.  It’s made a world of difference to me. 

Why Most B2B Sites Fail to Convert Sales Leads

Most people coming to your website aren't coming to your website to buy. They are coming to your site for information. Do you have your web site’s good content under lock and key? 

Research shows shows that if you require registration on your website to download content such as articles, white papers, studies or other "free" resources, you could be losing 75%-85% of your potential leads! 

I saw a press release for a study last week completed by the Nielsen Norman Group, which also supports this finding. According to their study, the practice of making users register before providing them with deeper information will send sales prospects running.

You'll do better by thinking of lead generation as a process of micro-conversions that build an opportunity profile over time, such as requesting an email address, then asking for first and last name, later requesting a phone number, and so on. 

There should be a balance between collecting information and providing value; i.e., be careful about requiring registration to receive anything worthwhile. Your thought-leading content can be a lead generation tool, but only if it is easily accessed.

Almost every company has at least some decent content for leads who are in the later stages of their buying process, including:  brochures, case studies, success stories, sell sheets, etc. 

The key is to reach people as early in their buying process as possible. That's where you have the biggest influence. It's not effective to wait until they are narrowing their short list.

What most companies lack is thought-leading content that addresses needs of people who are in the early stages of their buying process.  KnowledgeStorm made this same point in their recent report on evaluating and scoring web leads. And interestingly, those who do have good, relevant content lock it up behind registration pages.

Ardath Albee over at the Marketing Interactions Blog has some great thoughts on this too. Marketing Interactions: B2B Websites Not Effective

New Book: Lead Generation for the Complex Sale is officially released

The wait is over! My book, Lead Generation for the Complex Sale, was released this morning. You can read the press release or listen to my podcast about it. 

I liked what Bryan Eisenberg, New York Times and Wall Street Journal bestselling author of Call To Action and the new book Waiting for Your Cat to Bark? had to say: 

"The lead generation game has changed in the age of the Internet. If you don't have this new playbook your competitors will. Brian Carroll closes the loop on lead generation, taking you from defining a lead, thinking like your prospects, tactics to increase lead generation, passing leads from marketing to sales, measuring the results, and nurturing the leads for increased revenue. If you don't read and then apply lessons from Lead Generation for the Complex Sale, then let me know how things work out for you."

Read the book announcement press release

Listen to the book release podcast (7:43 min 7.12 MB)

Download a free chapter

For the real thing, order on Amazon. You can find the book at your local Borders or Barnes & Noble and other bookstores. For multiple copies, order on 800-CEO-Read (Call Meg at 800-236-7323 ext. 206 CST.)  For the buzz on the book, read reviews and news. More about the author.

Update:  The book made its debut in Amazon's top 100 (sales and marketing books) today.  Debbie Weil author of The Corporate Blogging Book calls my book launch an example of Book Launch 2.0. 

Lead Generation for the Complex Sale on wsRadio.com

I just did a 40-minute live interview on the Online Marketing show with RSS Ray broadcast by WS Radio.com, the world wide leader in internet talk radio.  A podcast version of the show is available via iTunes or the host website RSSRay.com.

During the interview, I share new ideas for generating B2B customers and talk about my book, Lead Generation for the Complex Sale, that's being released next week.

Click here to listen to the recording. 

Book Cover and Advanced Praise for Lead Generation for the Complex Sale

We're quickly approaching the official release of my book, Lead Generation for the Complex Sale : Boost the Quality and Quantity of Leads to Increase Your ROI.  Also, my book got a new cover!  (click image to enlarge) 

I'm humbled by the incredible endorsements that I've received for the book so far. You can read the advanced endorsements here, more here, and via my new book website before they're posted on the major on-line bookseller websites. 

For those who pre-ordered the book, it will arrive with the new cover in June.  I just got my first shipment of author copies and they look great!  Thanks again! 

Podcast: The Innovative Marketer

Steve Gershik of the Innovative Marketer Blog interviewed me for his podcast on the subject of lead generation.  During the interview I talk about my early roots in marketing, some of my philosophy, my upcoming book, and what marketers should be thinking about about to develop effective B2B lead generation programs.

Listen to podcast (right-click to save to your desktop)

Link: The Innovative Marketer: Podcast #4 - Brian Carroll, Author of Lead Generation for the Complex Sale.

Lead generation with Podcasts

The audience for podcasts is tiny, when compared to other marketing mediums, but growing especially, in the context of the complex sale.  Podcasting is proving to be a great way share multimedia content because your audience can fetch it automatically or when it fits their schedule. 

Podcasting is already successfully used for:

• Talk radio complete with topic and call-in listeners where voice mail boxes can play the audio into the podcast.
• Ideas or tips of the day.
• Short interviews with thought leaders and industry experts.
• Recording speeches or teleconferences for later distribution. 

A new article in BtoB Magazine by Karen J. Bannan on podcasts caught my attention.  Bannan's article examines how John Costigan Cos. is using podcasts to generate sales leads and revenue for their sales training events. 

I'm going to share some ideas on how to use podcasts for lead generation with podcast expert, Joe Cullinane over at the Cullinane & Green Report some time in the next week.  Joe just did did an interesting podcast with best selling author, Guy Kawasaki.

Link: BtoBOnline.com: Firm showcases owner's personality with podcasts.

Webcast: 8 Critical Success Factors for B2B Lead Generation

Join me for a complimentary webcast on Thursday, March 16th at 2pm EST.  I'm speaking on the "8 Critical Success Factors for B2B Lead Generation Success" along with Mark Organ, CEO of Eloqua.   

Watch the recorded webcast archive now

During this webcast, I will share the most critical – and often overlooked - factors in successful lead generation including:

• How to combine sales and marketing to optimize the number of leads
• Preventing lulls in your sales cycle
• Developing Universal Lead Definition (ULD) and ideal customer profile (ICP)
• Building, maintaining and growing your database
• Multi-modal lead nurturing - a crash course
• Ready yourself for what's next - new and promising tactics
• and more...

Register for this webcast registration is closed. Watch the recorded webcast now

Sponsored by Eloqua, provider of the leading integrated demand generation platform for executing, automating and measuring highly effective B2B marketing programs.

The halo effect and lead generation

My dad taught me many lessons growing up and one that stands out as relevant to lead generation went something like this:  He said “choose your friends carefully because we become like the people we spend most of our time with and [like it or not] we’re judged by the company we keep."  He didn't know that he explained how the halo effect works.

This new case study by MarketingSherpa demonstrates the practical application of the halo effect.  It explains how Steelwedge, "...a previously little-known software company became a trusted and admired brand in a couple of short years.  The trick? Alliances with nuts-and-bolts professors in America's heartland." 

This idea is already in lead generation playbooks for most of the largest consulting firms.  We see the halo effect demonstrated in places like the Harvard Business Review where it's quite common to see business executives collaborate on papers with a professor or sponsor research projects. 

These experts can become a source of speakers and webinar presenters.  You may want to co-market an event and share the attendees list.  There are also opportunities to post articles and materials by these experts on your web site or as links on an e-newsletter.  The ultimate objective is to have some of their credibility to rub off on you. 

One way to start relationships with professors is to find those that have their own consulting practices.  Think about how you help build their practice and they may be more inclined to help you. 

I previously wrote a post on "Lead Generation via Industry Experts" which gives specific suggestions to help you get started. 

MarketingSherpa: How to Impress Conservative Fortune 100 Business Prospects by Allying With Academia

Podcasts vs. Webinars which is better?

An interesting conversation started on podcasts vs. webinars at the Church of the Customer Blog. Jackie Huba argues that companies should dump their webinars in favor of videocasts and podcasts. She writes, "the self-serve nature of mobile media means people can listen to podcasts/videocasts when and where they want, not tied to a computer at a specific time."

That’s a good point, but in the context of the complex sale, I respectfully disagree.  I use podcasts and they are no doubt more “buzz” worthy than webinars.  Still, if your target audience lacks a portable MP3 player, they are tethered to their computer anyway right? 

People want different information, in different ways, and at different times during their buying process. The choices they'll make will depend on their role, their exact need, and the time frame they have to solve that need. 

Key question: Do you truly understand your potential customers buying process? 

Your way of selling and marketing must conform to the customer's buying process, driven by a clear understanding of needs and the impact of those needs on both that company and its customers. Every potential customer will have a slightly different buying process.

I have found it helpful to look at the potential customer's buying process on the basis of modalities it employs at each buying step. To that end, I've developed a model that hypothetically shows the correlation between steps in a prospect's buying process and the sales effort together with tactics that might be of interest at each stage. (Click image to enlarge)

If you want help on mapping out your customers buying process, a great source is Kristin Zhivago's book Rivers of Revenue. I cite her process on in my upcoming book. She gets it better than anyone I know.

Improve your online sales lead tracking

I liked the lead tracking tips provided in Michael Ortner's article, "Eight Ways to Improve your Online Lead Tracking," on MarketingProfs.com. 

Here's a summary of Michael Ortner's eight points:

1. Understand the significance of your Web site.
2. Use a Web analytics tool to monitor your Web visitors.
3. Use tagged URLs.
4. Determine which visitors become leads.
5. Centralize your contact information.
6. Highlight your Contact Us page.
7. Know how your prospects find you.
8. Cultivate your leads.

Thanks to Jim Berkowitz's CRM Mastery E-Journal for pointing me to it.  Also, if you’re a B2B marketer with a complex sale, check out Tracking ROI From Web Generated Leads for additional ideas on this topic. 

It's a New Year for Lead Generation for the Complex Sale

Greetings and happy New Year!  Wow, I haven't posted here in a month but I promise you will see a lot more activity soon.  In the meantime, I wanted to give you an update.

During the past month, I've put all of my energy into getting my first book, Lead Generation for the Complex Sale, to the finish line.  I got this milestone e-mail (for a first time author) from my editor at McGraw-Hill.  She wrote, "I just put your book in production!  Congrats.  It’s in great shape.  All the final edits you made really helped to polish it off even more.  Well definitely go out and celebrate tonight.  I know that you’ve worked really hard on this manuscript and it’s turned into a fantastic manuscript."

So after 14-months of writing, editing, writing, editing, and re-rewriting again, I'm "done!"  Seriously, this has been a labor of love and I hope this book profoundly changes the way people think about lead generation and makes a huge impact. 

Though there are scores of books on direct marketing, branding, advertising, marketing tactics, PR, varied sales approaches, cold calling, etc., I have yet to find a text that addresses the comprehensive approach to lead generation for the complex sale like mine. 

I'm awaiting an official release date but Amazon currently shows April 15th... yes that's Tax Day.  To those who have already pre-ordered the book, thanks!  You can pre-order it here. 

Google Makes Web Analytics Free but will it help your lead generation?

Google (web) Analytics is now free for websites that have less than 5-million page views.  If you don't have a analytics tool already, you should check it out. 

Research shows that the number one priority for B2B websites is lead generation.  In the task of converting inquiries to leads and ultimately in determining return on investment, your web site log files are an important tool for measuring to what extent search engine optimization is working. 

By pinpointing where traffic originates and the accompanying click-stream, you have the means of tracking the path visitors are taking to your site. Log files can be tied into the database to view how often a visitor clicked on and the attendant click stream (pages visited and in what order). 

In the complex sale, the length of the buying cycle make the connection between on-the-web activity and the off-line decision to purchase much more difficult to trace.  So the challenge is connecting website log file data (analytics), with marketing data (inquiries) and then connecting them with the sales process. 

I wrote a piece a while back on Tracking ROI From Web Generated Leads

Google Makes Web Analytics Free

Thanks to InsideGoogle part of the Blog News Channel for the update. 

Winning the Complex Sales Cycle with Thought leading Content

David Meerman Scott shares some great ideas on how to leverage your thought leading content on your website.  I agree. For lead generation, the concept of thought leading content should go beyond the website.  This is where lead nurturing fits in. 

Lead nurturing is all about having consistent and meaningful communication with viable prospects regardless of their timing to buy.  In the complex sale, we need to continually remind ourselves that companies don't buy - people do.  People buy on emotion and back fill with logic.  BTW - Bob Bly has a great discussion on, "Do People Buy Based on Emotion or Logic?"  So why is this important?

In every buyers mind, there is fear, uncertainty, and doubt.  Customers are weary of pitches, hype, pushy sales people and manipulative marketing.  Here are some of the questions your potential customers may be asking right now:

Is the company credible and solid?
Is there another company that is better?
Will your solution really work for them?
Budget: Can I afford it?
Vision: Will buying from you make a difference?
Is it going to be successful? Is this worth doing?
Can I trust you and your company?

Relevant content is key. Lead nurturing is about sharing content that helps people find the answers to these questions and reminds them of the benefits of working with you.  People want to work with trusted advisors.  People who truly "get them."

By combining content with lead nurturing, your potential customer’s inner dialog should eventually say the following: “You and I have been talking for quite a while. You understand me, my company and my industry. You have given me useful and relevant ideas around this issue. You have helped me sell this idea to my colleagues and they understand and accept this idea. I realize this is going to be a challenging project but I think you can do it. Okay, let's get going.” 

Web Ink Now: Shorten the Complex Sales Cycle with Web Content.

Using Thought Leader Content as a Lead Generation Tool

B2B Lead Generation Blog Adds FeedBlitz for Email Notification

I have an announcement for readers who use Bloglet to get email notification for the B2B Lead Generation Blog.  I switched to a new service called FeedBlitz to provide a more reliable way to keep you updated.  All Bloglet subscribers have been moved over to FeedBlitz. 

If you are unfamiliar with RSS Feeds, or would just prefer email notification of updates to my blog, all you have to do is type your email address in the subscribe form on the left. 

New Cartoon Series Depicts "Sales Lead Hell"

Building off my last post, I wanted to share something fun... a new cartoon series by MarketingSherpa called "Sales Lead Hell."  The series was created to promote the 2005 Lead Generation Summit. 

Each cartoon gives some pithy insight into the sales and marketing "feud."  I got permission to post a recent cartoon from the series. (click image to enlarge) 

Get your "Sales Lead Hell" cartoons here

Two new reports on marketing and lead generation

If you sell complex services or technology solutions I encourage you investigate these reports, I think you'll find a ton of value.  I've read both of them and they are terrific. 

Do you sell services?  Get this report focused exclusively on Business-to-Business Professional Services by RainToday.com.  They studied almost 200 business decision makers with the intention of understanding what it is like to be a buyer of your services. 

I gained a ton of insight about the mindset of various decision makers for professional services such as accounting & financial consulting; architecture, engineering, & construction; legal services; information technology consulting & services; human resources consulting; training; management consulting; and marketing, advertising, & public relations.

How Clients Buy: The Benchmark Report on Professional Services Marketing and Selling from the Client Perspective by RainToday.com

If you are a marketer for a company that sells software, hardware, or IT Services, I urge you to get a copy of MarketingSherpa's IT Marketing Benchmark Guide.   It will definitely help you budget, forecast, and benchmark your marketing results.  I found the data (from 826 IT marketers) on numerous marketing and lead generation tactics especially valuable.

MarketingSherpa's IT Marketing Benchmark Guide 2005-2006

MarketingSherpa's 10 Best Blogs for 2005: B2B Lead generation blog wins honorable mention again!

Two years in a row! The B2B Lead Generation Blog once again receives honorable mention.  A big thank you to everyone who voted!

Fellow Revenue Roundtable member, Mike McLaughlin's Blog, Guerrilla Consulting won in the "B-to-B marketing blogs" category.  Congratulations Mike and keep up the great work! 

Check out the other winners of MarketingSherpa's 2005 Readers' Choice Blog Awards.