The primary goal of lead generation is to engage with as many potential customers as possible to increase odds of closing more deals and increasing revenue. It follows that those potential customers need to be vetted to see if they are well-suited to your manufacturing process or that your product meets their need. And that’s where marketing comes in: identifying who those potential leads are and getting your message to them in a way that resonates.Read More 4 minute read
In part one of this series we looked at the time it takes to generate leads and how outbound and inbound methods complement each other in this process. But coordinating multiple marketing channels is resource-intensive to implement. If your sales and marketing teams are stretched (whose aren’t these days?), it might seem best to you, or your management team, to focus on traditional outbound marketing. But you know it’s not as easy as picking up the phone and closing a deal.Read More 6 minute read
Canada's anti-spam legislation (CASL) has been in effect for over three years, but if you haven't addressed any of the required changes, you'd better get to work. The grace period for implied consent ended almost a week ago and companies can be held liable for non-compliance.
According to the CASL website, this legislation is designed "to help protect consumers and businesses alike by deterring the most damaging and deceptive forms of spam from occurring in Canada, creating a more secure online environment." The law requires that companies gain a consumer's consent in order to send them email. This law applies to all companies doing business in Canada regardless of origin.
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Marketing trends and best practices are always changing. It seems like just yesterday we were producing shiny brochures for snail mail. Then it was all email. Then email was dead. Then it wasn't. But when to send? Tuesdays used to be bad. Now they're good. 11 a.m. is best, but only on a weekday. So many rules. What's a marketer to do?Read More 1 minute read
Inbound? Outbound? What do they mean? How can they impact sales lead and demand generation? Keep reading.
As you may know, inbound marketing involves pulling people to you via your website, relevant offers (think ebooks or webinars) or calls to action for demos or consultations. HubSpot defines inbound as "publishing the right content in the right place at the right time." Yes - it's the way many of us shop today- be it B2B or B2C. Google is our friend! Did you know that most buyers in the B2B space are 70% of the way down the sales funnel, often times anonymously, before we even know they're looking? Thankfully, technology can help eliminate that anonymity.Read More 1 minute read
Always Be Conversing!!
It's that simple. Well, maybe not THAT simple, but ABC is a good starting point! You see, I've recently had several conversations with frustrated business owners who are looking for new clients. They're desperate for new opportunities but don't want to change a thing. Just the thought of it fills them with trepidation.Read More 1 minute read
Even with all of the technology available at our fingertips (think marketing and salesforce automation, content marketing, lead nurturing...and the list goes on), in the B2B space we still have to pick up the phone!
No matter how much training you get, that anxiety can still come when you need to start your sales calls. You start thinking about how you’re not meeting your goal, how it reflects poorly on you, your team, and your manager, and you start to get this knot inside your chest.Read More 2 minute read