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Sales Pipeline: How to Grow Marketing’s Contribution

by Tim Duranleau
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Marketers today are increasingly told, “Show me the money!” They are urged to give up their old ways of running campaigns solely in the name of brand building and other intangible benefits. Instead, they are asked to magically transform leads into company revenue. Are you struggling to grow marketing’s contribution to the sales pipeline? Don’t worry, you are not alone. This is an uphill battle that many marketers face today. In fact, driving and powering up conversion rates is a top priority for CMOs this year, says Salesforce’s 2014 State of Marketing study. The key lies in attracting high-quality leads [...]

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How to Create PPC Ads That Close Sales

by Poornima Mohandas
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Pay per click (PPC) ads are a great way to get high-quality leads. The leads that come from them are typically further down the funnel as they are actively looking for products and solutions. In other words, these leads are often prepared to buy. PPC ads or search ads work well, both for marketing as well as for sales. They can be used to promote marketing’s webinars, ebooks, and events. They can also be used to connect buyers directly to sale reps through free trials, demos, and special offers, leading to top line growth. For years, digital advertising has been [...]

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Sales Pipeline: What Does Marketing Contribute?

by Tim Duranleau
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Traditionally, sales would scout for leads and marketing would craft the messaging. But in recent years marketing has undergone a sea change. It is trying to reinvent itself and shed its image of being a cost center. Today prospecting for leads has become a joint exercise between marketing, sales, and inside sales. Five years ago marketing could function like an island of creativity running great campaigns with catchy slogans, making budget demands in the name of brand building. Marketers can no longer make budget demands and abscond all responsibility. Questions about ROI and accountability crop up ever so often. Marketers [...]

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Email Newsletters to Attract and Nurture Leads

by Poornima Mohandas
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Email newsletters are a great way to build new relationships and nurture existing ones. If done right, they can build brand awareness, foster loyalty, and increase your reach. Being an essential part of email marketing, newsletters work as a great way to get new leads, broadcast the latest company news, promote your upcoming events and webinars, and publish your latest blogs and whitepapers. For marketers e-newsletters help meet one of their basic and perennial needs: list building. Just add a short newsletter subscription form with an attractive Call-to-Action button on your home page, across your website, and on your social [...]

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5 Tips for Lead Nurturing Sales Rejected Leads

by Tim Duranleau
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Do you throw away all your sales rejected leads? Don’t throw the baby out with the bath water. Not all sales rejected leads should be flushed out of your funnel. In fact, studies show that sales will invariably reject leads and interestingly, an overwhelming majority of these leads will eventually buy from you if you are swift, sweet, and persuasive. There are several intelligent lead nurturing tracks you can develop; make one specifically aimed at sales rejected leads. Below are some pointers. Find Out the Reason Sales rejects leads for numerous reasons such as: a competitor won, non-lead, not ready [...]

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Top 4 Things to Measure With Marketing Automation

by Tim Duranleau
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Marketing automation platforms can be overwhelming at times, given the number of functionalities and reporting metrics available. When you have so many things to measure, the key is to know which ones to focus on. Concentrating on a handful of top metrics that define marketing helps showcase marketing’s value to the C-suite. Here are four that we highly recommend: 1. Total Leads Generated From Each Campaign Gone are the days when marketers could run fun creative campaigns and depend on sales to bring in revenue. Today marketers are increasingly being asked to take on revenue responsibility. The first step towards [...]

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Marketing Automation for Sales and Marketing

by Poornima Mohandas
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Did you think marketing automation was only for marketers? Think again marketing automation can be as much for sales as it is for marketing. Don’t let sales be a mere bystander to marketing automation. While you might be familiar with how marketing automation can turn your website into a lead magnet and turbocharge your marketing campaigns, you might be less familiar with what marketing automation can do for sales reps. Here are just a few things that sales can do with marketing automation: Get a unified view of each lead with complete lead intelligence including demographic and behavioral information. Get [...]

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Is Your Website Your No. 1 Lead Generation Tool?

by Tim Duranleau
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Consumers today scour the internet for products, prices, and reviews. You can’t just let these people research you and go away. Instead you need to find out who they are and engage them. With inbound marketing the name of the game, your website should be your No. 1 lead generation tool. What’s more, by 2015 over 70% of inquiries are going to be inbound, predicts B2B research and advisory firm, SiriusDecisions. If you haven’t got your website in order, this is as good a time as any to spruce it up. Here are a few suggestions. Do a Website Audit [...]

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7 Tips to Convert Inbound Prospects Into Revenue

by Poornima Mohandas
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Build Your Inbound Reporting Dashboard Today Inbound marketing is comparatively cheap, yields better quality leads, and easier to measure than outbound marketing, making it unstoppable. While outbound is far from dead, inbound marketing is the name of the game today. In inbound, you drive unidentified visitors to your shop window aka your website. Make sure your shop window is enticing and extracts plenty of useful information about your visitors. Technology, data and measurement are the secret sauce to convert inbound into revenue. Here are 7 actionable tips from Rob Israch, VP Global Marketing Programs at NetSuite to engage and convert [...]

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What Does Sales Enablement Mean to You?

by Poornima Mohandas
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it's ok to be selfish sometimes

Sales enablement means different things to different people. There are countless definitions out there from research firms, analysts, and experts. In some firms sales enablement may be a role, in others it could be a range of tasks performed by different sets of people in marketing, sales, and sales operations. Put simply, sales enablement boils down to one goal – ensure sales can sell. This may encompass tools, content, people, and processes that support sales reps. So why should you fuss and fret over sales enablement? Sales carries the world on its shoulders. What happens without sales? Nothing. No campaigns, [...]

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