Blogs

Almost everything in inbound marketing can be measured, so why focus on conversion rates? Cost per conversion seems more useful when identifying lead generation channels that deliver ROI, and cost per acquisition is much better for determining the overall cost-effectiveness of a particular strategy.

  The thing about inbound is that it is quite a complex machine, and its potential to produce better leads at a much higher ROI than other channels comes at a cost: adopters need a wide range of skills (some very specialised) to make an inbound campaign work.

What is channel mapping? You only have so much time, energy and budget, and if you want to ensure the highest ROI from your sales strategies, you have to be more than just effective; you have to be efficient.

Since inbound marketing has become prevalent in the B2B sector, there’s been plenty of discourse around the inbound vs. outbound debate. Inbound marketing has, by some people, been revered as the silver bullet to combat growing resistance to generic and one-size-fits-all marketing messages.

Marketing ROI is tied directly to message relevance. Consumers have no time for messages that are of no significance to them, and marketers can achieve higher engagement rates only by making their messages more relevant.

Much has been written about lead generation, and while much of this advice is useful, there are just as many fallacies. Here, we look at what are possibly the five most dangerous lead generation myths.

Let’s face it – Lead Generation is not a new challenge. Especially in the B2B sector, Marketers and Heads of Sales have been almost incessantly locked in the struggle to generate new opportunities – but why, with all the skills, tools and experience within B2B, is this still cited as one of the top priorities?

As a salesperson, it’s your responsibility to ensure the hard work done by other departments doesn’t go to waste. You need to do your best to get the customer “over the finish line” and close the sale. However, this is easier said than done, which is why you need to be properly prepared.

So, you saw a cheap data list and you thought to yourself “What’s the harm? It’s not expensive – no great risk. Besides, how bad can it be?” Now you’ve ordered it and want to know what it’s really worth. Here we give you three points with which you can measure the value of any […]

In a highly competitive marketplace, it is more important than ever to pro-actively seek business through outbound activities. Having a well-defined process in place is vital to achieving leads and appointments. Telemarketing fits nicely into this remit. Yet, Telemarketing is increasingly being seen as outdated in this age of digital marketing. But, when done correctly […]

  Lead generation is one of the primary focuses of your marketing efforts: whether you implement outbound or inbound marketing practices, and whether you perform these functions in-house or through outsourced lead generation services. 

  Instead of firing out generic content to a mass audience, an account-based marketing (ABM) strategy allows you to craft marketing messages and content to individual accounts – meaning you’re more likely to connect with the customer and make a sale.