Using Your Existing B2B Marketing Budget To Increase Engagement & Double Your Online Leads

Generating more qualified leads, increasing their engagement, and getting more customers doesn’t always require a bigger B2B marketing budget.  Instead you should look at optimizing how your budget is spent.  Here is a case study of a client project that delivered double the leads without increasing their budget.

Objective: Better B2B lead generation results from AdWords

While AdWords can efficiently drive traffic it is often a very blunt demand generation tool.  AdWords performance is generally measured by cost per click but for most B2B marketers higher traffic volumes rarely translate into better lead generation.  The real objective should be optimizing all of your marketing, including your AdWords spend, to capture and convert more qualified leads. (more…)

B2B Marketing Resources: a list of useful B2B marketing links

I often get asked, both in person and online, for recommendations of good B2B marketing resources. There are some sales propaganda efforts out there, but there are also quite a few good objective sources that have cropped up in the past few years. We try to curate content from a lot of different sources in the BrainRider Connect + Convert blog, B2B Marketing Knowledge Center, and @BrainRider Twitter feed.

Some of our most fruitful feeds these days include:

What other B2B marketing resources do you find useful?  Add them in the Comments below, and we’ll update the main post with them to build a consolidated list. (no sales propaganda please!) (more…)

Accelerating Your B2B Pipeline: Best Practice Lessons from John Boyd’s OODA Loop

What IBM’s Spending Spree Says About Marketing Automation And Big vs Small

IBM has been making significant investments in the marketing automation and analytics space.  Some great analysis from from John Lovett on the Blog Web Analytics Demystified, points out part of the reason for IBM’s $20 billion buying spree is acquiring “analytics technologies, building single view profiles of customers and delivering marketing process improvements…campaign automation solutions and interactive marketing prowess”.

Understanding what you customer wants to know and using that information to get them into your pipeline, and then accelerating them through it until they are ready to buy is a smart strategy.  And it is clear that the market is putting a big price on the ability to do it.  Sales teams have been doing it for years but the data, pipeline visibility, and nurturing options offered by marketing automation systems take it to the next level.


B2B Pipeline Marketing: 5 Questions Worth Asking About Your Pipeline

  1. What do buyers and customers find when they search for you?
  2. How many qualified leads visited your website last month and who were they?
  3. How many hand-raisers (ie buyers who are looking for information) are you connecting with and funnelling into your pipeline?
  4. What do your customers want to know at each stage of their decision proces and can they easily get that information from you?
  5. Which marketing tools are helping to nurture your leads and move them through your pipeline?

Please feel free to share this post if you think it is helpful or comment with missing questions, challenges, or examples.

And please check out our knowledge center for free B2B resources on how to optimize your pipeline.



“sharing what we know is what we do”

B2B Lead Generation: Great Benchmarking And Best Practices For Lead Generation from CSO Insights 2010 Lead Generation Survey

CSO Insights has published their 2010 Lead Generation Optimization Survey Results.
And it includes some useful stats including:

And finally the top three program tactics as judged by quantity/quality of leads were:

  • e-mail marketing
  • tradeshows
  • web site registration/opt-in

But they share lots of other useful benchmarks in this free Marketo sponsored presentation:

Lead Generation Optimization 2010 Survey Results and Analysis Charts from Survey

View more presentations from Marketo.

B2B Marketing: Pipeline Optimization – how to attract and nurture more customers

We just finished a new presentation and wanted to share it with our blog readers.  It covers “How To Use Knowledge Marketing To Attract and Nurture More Customers” by looking at:

  • Decision Stages
  • Sharing What Customers Want To Know As They Decide To Buy
  • Better Visibility Into What Works
  • 5 Questions Worth Asking About Your Pipeline

This best practice guide is designed as a quick overview to help B2B marketers who have a complex product or solution and buying process.  For example  technology, software, B2B services, and professional firms.

What is really fun about this presentation is that anyone can sketch it on a napkin or a white board when you are trying to share ideas about knowledge marketing, how to get the most out of marketing automation tools, or best practices.  And if you have worked with BrainRider you know we like to sketch up ideas!

Getting More B2B Customers – a quick guide to optimizing your sales and marketing pipeline

View more presentations from BrainRider Knowledge Marketing Group.

Feel free to use any of the ideas in this deck as you develop your own marketing programs.  But please share your experience with us!  And we would love your thoughts, input and comments so either post or click on the “Get In Touch” button at the top of your screen.

B2B website features: must-haves and nice-to-haves

A client recently asked for some input on what features and functionality she should be incorporating into her company’s new B2B website.  She also asked for a few examples of B2B websites we think are doing things right.  These are great questions, and we hear them quite a bit from clients and prospects.  So in the interest of sharing with a wider audience, we’ve posted our reply here.

Fortunately, thanks to some of the tools available these days, it’s a bit easier to scope out functionality for a good B2B site.  With a content management system, marketing automation system, and some analytics tools, you’ll get most of the functionality you need.

B2B Website Must-Have Features

Some capabilities will be critical:

  • site content additions, updates, and organization are quick and easy, and can be done by marketing team without IT involvement
  • all content and page components are well optimized for search engine indexing
  • site visitor activity is trackable both in aggregate and at the individual level
  • marketing leads can be captured into a marketing database that includes activity data, and shared with sales when determined to be qualified as sales-ready
  • measurement tools are in place for content engagement and marketing program performance (both inbound and outbound)

B2B Website Nice-to-Have Features

Once you have those elements in place, the nice-to-haves are about ease of use, customization capabilities, and level of sophistication.

For example, you might want multiple user accounts for website content changes, and levels of approval and editorial control.  You might want the marketing database tool to have a rich graphics interface with drag-and-drop functionality, drillable and customizable reports, and fancy charts and graphs.  You might want automated synchronization of data between your marketing database and the salesforce autiomation or CRM system.  More sophisticated marketing teams might also want features like automated marketing triggers based on sales and finance data that is stored in other systems.

Other nice-to-haves would be around interactivity.  Features like social media sharing of content, live chat with customer service agents, discussion forums, comment threads, and reviews can all improve engagement with site visitors.

As for good B2B sites, there are lots out there.  Here are a few good examples that do quite a bit of what I mentioned above:

For more on B2B website best practices,
download our 1-pager:
7 Proven Best Practices for your B2B Website

B2B Website Best Practices

Get More B2B Customers with ‘Intelligent Mud’

Let’s find out how ‘intelligent mud’ can help you get more B2B customers. What’s ‘intelligent mud’? It’s not just a little smarter than ordinary mud. It’s mud so smart, it can help your company generate more leads and nurture those leads until they become customers.

Yes, ‘intelligent mud’ can boost your marketing efforts into high gear and help you sell more stuff. How can you make it work for you? We’ll get to that. But first, a bit of a sidetrack.

You’ve probably heard the proverb: “If you throw enough mud at the wall, some of it will stick.” Wiktionary explains it this way: “Try the same thing (or similar things) often enough, and, even if the general standard is poor, sometimes one will be successful.”

Apparently, the expression might have come from “a technique of building wattle and daub walls by throwing daub (mud mixed with straw) at the wattle, throwing hard enough that some obtained a good key and remained in place.”

Well, fine, if you’re into wattles and daubs, whatever they are.

This isn’t about building walls, it’s about building a more efficient sales pipeline. And accelerating the movement of prospects through the pipeline. And decreasing the number of prospects who drop out before they become customers.

Knowledge marketing is all about sharing what you know with your would-be customers to give them the information they’re looking for at every stage of the purchase decision-making process.

It’s no use sharing knowledge your customers aren’t interested to know. That would be like throwing mud at the wall in the hope that some of it might stick.

The key is to make sure you’re sharing expertise, information and knowledge that’s aligned with what they want to know at that moment. Sharing useful content at just the right time will pull customers through your sales pipeline.

What should you share? Here are some high-yield content marketing examples for you to throw at the wall. It’s the sort of content that’s proven to be effective at engaging prospects and accelerating their progress through your sales pipeline.

That’s what makes it ‘intelligent mud’.