How Marketers can Solve Marketing Challenges the Easy Way

How Marketers can Solve Marketing Challenges the Easy Way

The top three challenges for marketers this year would be new business development, lead quality, and demand and lead generation.

This is from the 2015 State of B2B Marketing, a report published by Salesforce that recognizes the important things companies care the most. And with these challenges in mind, they care a whole lot about solving them.

For Salesforce contributor Jena Hanington, these challenges can easily be overcome through marketing automation:

Challenge 1: New Business Development

First and foremost on our list of challenges is “new business development.” At many organizations, generating new business is primarily associated with sales, but the reality is that marketing has a huge role in generating revenue as well. By running integrated campaigns that fill the funnel with high-quality leads (more on this in the next section), marketing can contribute its own source of revenue to the company’s bottom line.

Marketing automation gives marketers the ability to track these revenue sources and attribute closed deals back to the campaigns that created them. Not only can marketers run campaigns that help bring in new business, they can also get credit for their work — and track the overall impact of marketing and sales efforts on their revenue.

Challenge 2: Quality of Leads

This year, the focus continues to shift away from lead quantity and toward lead quality. As we’ve covered on our blog before, eschewing lead quality in favor of lead quantity can often do more harm than good. You may be sending your sales reps more leads to work, but the likelihood of any of those leads turning into closed deals greatly decreases.

Instead, B2B marketers can implement a lead scoring and grading system to better qualify leads. With such a system in place, you can ensure that leads that get assigned to sales meet a minimum threshold, i.e. that their interest level is high enough to warrant follow up, and that they fit your ideal prospect profile. This gives sales more confidence in the leads that are coming from the marketing team, and can go a long way toward putting these two departments on the same team.

Challenge 3: Demand and Lead Generation

The third challenge on marketers’ plates is demand and lead generation, which goes hand in hand with the first two items on our list. Before leads can be qualified and passed to sales, and before they can turn into closed deals and get attributed to marketing’s campaigns, they need to be generated.

Lead generation is actually one of the primary uses of a marketing automation platform, and can be facilitated through landing pages and forms. According to the 2015 State of B2B Marketing, 66% of marketers are currently using their corporate website as their primary digital marketing channel (and 61% of those marketers consider this to be an effective means for lead generation).

See the full post here.  


Discovering New Demand Generation Opportunities Using Four Simple Ways

Discovering New Demand Generation Opportunities Using Four Simple Ways

For this post, we are featuring the four essential steps to effective demand generation.

ALEA Group CEO Louis Foong mentions the Blue Ocean Strategy, a method mirroring the expeditions of the great explorers of old. To get to the gist of it, the approach encourages marketers to be more adventurous in terms of discovering new areas of opportunity and establishing a firm foothold in their respective markets.

For Foong, “In the demand generation landscape, I think it is time to embark on a new expedition. We need a strong and focused infusion of the ‘Lewis and Clark’ spirit of discovery.”

Here are the four points for achieving just that:

  • Using the right tools and frameworks to empower your lead generation campaigns: By this I don’t mean automation. In fact, as I said recently, you can’t use a cannon to kill a mosquito. What you need is a set of tools, a sound process and a customized framework that takes into account your specific offering and how best to present it to your target buyers.
  • Maximize opportunity while minimizing risk: This goes back to the age-old wisdom of test and learn. You have to be able to test the effectiveness of your campaign strategy and the tools you are using to measure the results and ROI. Here is an outstanding tool that allows B2B companies to maximize opportunity with minimum risk. Take a look at the Heroes & Lifeboats Program and their extraordinary HeLP Networks platform. It lets you amplify your results without increasing your marketing budget.
  • Pursue differentiation and low cost: Buyers want to see innovation, they crave differentiation, but rarely are they willing to pay a higher cost for it. As marketers, our challenge is to deliver true differentiation AND offer it at a lower cost. Coming back to the example of HeLP Networks, this platform empowers corporations to reach out across the vast ocean of unexplored online territory at a fraction of the cost involved with using established networks like Google, Yahoo, Bing, etc. See how their simple, yet robust technology works.
  • Build execution into strategy: Among the more common problems afflicting lead generation programs are: the complexity of tools, mountains of data across multiple sources, a tunnel view of the lead generation process and lack of capability to execute effectively and gain real-time intelligence and insights. What is required is a clear, 360° view of the lead generation process—one of the key reasons why MyLeads2Go has seen tremendous and very quick success in the market.

Read Foong’s full article on

Demand Generation Solutions for Startups

Demand Generation Solutions for Startups

SMEs are at the bottom of the B2B food chain. The obvious reason is that they only possess limited financial resources to mobilize their lead generation and appointment setting arm. More importantly, they struggle with increasing brand visibility and market awareness.

Indeed, small-scale B2B businesses confront a plethora of difficulties in their demand generation efforts, not involving campaign finances alone. A business manager also needs to consider choosing the best marketing channels that offer advantages in terms of generating qualified lead traffic and ensuring a steady flow of revenue.

And while it is easy to use social media as a primary lead generation tool, B2B marketers should consider other content channels as well. After all, in terms of B2B marketing, social media constitutes only a small portion of business success.

For better growth possibilities, take into account the following strategies for better brand awareness.

Trade shows. Not only trade shows, but events that feature real-time customer interactions are presently crucial. Judging from different surveys that were posited by reputable marketing institutions, events like seminars and trade shows are listed to be the most effective channels in terms of fostering quality B2B relationships. Also, SMEs can still go around their budgetary constraints by attending events, allowing for increased brand awareness and networking with other industry players.

Webinars. If attending events is not your thing and you want to hold your means of direct audience interaction, then webinars can be viable options for demand generation. They entail lesser costs compared to conferences and seminars, but their main strength lies on its enabling you to engage potential B2B partners regardless of geographical location. In fact, you can conduct a webinar in the comfort of your own home. Just make sure that you have invited the right people to “attend” and provide them with more information than they could expect.

Slide presentations and infographics. Recent marketing reports show that visual content has become more prominent, owing to the fact that most decision makers prefer eye-friendly informational material particularly espoused by infographics and slide presentations. These components simplify complex business operations and present solutions in a straightforward manner that comes off as compelling. It is in this respect that marketers selling software solutions should consider visual material for their blogs.

To boil this all down, it is not necessarily that small-scale B2B companies cling solely to social media. Given several opportunities available, business managers should understand that the key for expansion is to tap every available option.

Generate More B2B Leads Entering the Singaporean Market using TOFU

Generate More B2B Leads Entering the Singaporean Market using TOFU

Seriously, TOFU is something every Singaporean company should include in their B2B marketing campaigns. And no, we’re not referring to that delicious alternative to meat over which health buffs in the States are going crazy.

We’re talking about top-of-the-funnel marketing (which uses platforms such as social media and blogs to engage potential buyers). Typically used by B2C companies, TOFU has now become a popular means for getting the attention of more B2B leads at this crucial moment when more businesses are taking root in the Singaporean market.

But of course, you will need to be guided on how to prepare TOFU that’s delicious to your audience’s tastes and nutritious to your business’ marketing muscle.

Here are some dos and don’ts from Kate Boyce’s article featured on

Do identify your real B2B Buyer Personas using website visitor information
What industry are they in? What size company are they? What content do they like to read on your website? By implementing data-driven buyer-personas, you’ll build a clear picture of the challenges, needs and pain points of your B2B buyers, as well as understand the motivations and goals behind their purchase intentions.
Use this information to build accurate data-driven buyer personas, fuel your marketing communications and deliver influential TOFU content to the right prospects.

DO provide value with relevant and educational blogs, guides and communications
B2B companies that blog generate 67% more leads per month. At this stage, your blog content needs to cover industry news, reports and statistics that support (but don’t overly promote) your product or service offering.
We can’t say it enough: Give your buyer’s valuable, informative and educational content – and be promotional at your peril. Your B2B prospects may not be looking to buy something that day, but it doesn’t mean you can’t provide them with valuable insight.

Don’t undertake any new TOFU marketing activity until you’ve forecast the best, expected and worst possible ROI outcomes.
According to the IDM B2B Barometer, 30% of marketers said “lack of budget” and “demonstrating importance” were their most significant challenges this year. And guess what? They both tie back to ROI.
Before you invest any money in top-of-the-funnel advertising or marketing activity, you need to understand exactly what results you need to drive in order to deliver a healthy return. Try benchmarking your performance with this tool to take the guesswork out of your TOFU marketing activity.

Don’t forget it’s a (very) long lead generation game
There can be a tendency in B2B marketing to over-fish the lower funnel, where prospects are closer to converting, but with a detrimental effect!
Take a long-term approach with your funnel strategy and focus on prospects who might not buy now, but in a year – two years’ time. Invest in TOFU activity to not only build your bottom line, but strengthen your brand awareness too.

To Use or Not to Use a Script? A Financial Lead Generation Question

To Use or Not to Use a Script- A Financial Lead Generation Question

Anyone who has an interest in English literature would easily declare Hamlet’s existential query as one of the most celebrated passages in Shakespeare’s collection of proto-“emo” tragedies. “To be or not to be?” establishes the dilemma of life in such an intriguing way that we simply couldn’t resist tackling it subjectively.

Meanwhile, financial service providers are also facing dilemmas of a similar magnitude in their B2B lead generation, one of which is the use of a telemarketing call script. As far as efficiency is concerned, there prevails a divide between marketers who use call scripts and those who don’t.

There are numerous reasons, and (as a marketer who is as confused about call scripts as Hamlet is about human destiny) you might want to review these and determine what you think would work for the financial services market.

To Use…

…a call script is to provide context and urgency. According to an article posted in, call scripts are more suited for B2C enterprises by the fact that the call volumes are high and not much attention is given to quality. The main aim here is to establish talking points about your product that will get a prospect interested.

“For those that have a more detailed product or offering once interest is shown they can then follow the script according to the guidelines,” the article says. Apparently, marketing financial services and products to large institutions would require the use of scripts to guide callers in the use of phrases, terms, transitions and expressions necessary for building interest.

Not to Use…

…a call script also has its merits. Directness is the prevailing ethic, and enterprises must see to it that their audience receives the kind of messages they want to hear. With unscripted telemarketing, callers are provided free command over the conversation, enabling them to discuss product benefits organically, that is without sounding mechanical.

The catch: Unscripted telemarketing requires excellent customer relationship skills. Without guidelines, callers will have to rely on their knowledge of the product to be able to secure a high-opportunity engagement.

The answer?

What usually works best in financial lead generation is a combination of scripted and unscripted telemarketing. Along with guidelines for navigating complex buyer inquiries, there is a strong need for callers to develop the necessary skills for

Often, an excellent balance of scripted and unscripted telemarketing can always be attained by involving an experienced lead generation company into your campaign.

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