Posts Categorized: Strategy

How to Generate Industrial Sales Leads

First you find leads; then you contact them. Sounds simple, right? Here are some tactics to try.

Trying to find new industrial sales leads is often the toughest and most neglected activity a company can face. It’s the Great Unknown — a vast unconquered territory fraught with sometimes hostile people who you’re only trying to help, and definitely occupied by hostile competition looking to eat your lunch. You know there are individuals… Read more »

4 Signs You’re Not Ready for Strategic Marketing

For any business to realize marketing's true potential, it needs to do some prep work.

The everyday dialogue between an industrial marketing agency and most of its clients tends to emphasize campaign performance, lead quality, and ROI — rather than bigger-picture strategic marketing questions. Rarely do we get to ask, “What is the current and future role of marketing in your business?” Needless to say, when this question is actually asked, the… Read more »

Why Lead Scoring Is Important for B2Bs (and How You Can Implement It for Your Company)

Do you know a lead's chance of converting? You could if you made it a numbers game.

“Knowing is not enough; we must apply.” —Leonardo da Vinci What’s it like to work in sales and marketing for a company that doesn’t use lead scoring? Well, imagine watching the World Series with your friends, but with one small change: This year the MLB has decided not to keep score. Each time one team… Read more »

Why B2B Marketers Should Focus on Inbound Calls

Do you really want leads that convert? Try something a little old fashioned: the telephone.

In the brave new world of B2B digital marketing, the idea of focusing on inbound calls may seem antiquated. Not only do phone calls seem to make use of outdated technology (the phone sounds so twentieth century), but the idea of maintaining a call center to receive inbound calls seems like a relic of the… Read more »

There’s No Such Thing as a Microsite

That is, there is no “tiny website." The term "microsite" refers to a site's focus and function.

It’s a common misperception that the “micro” in microsite is related to the size of a site or the effort it took to build it. “Micro” actually refers to the focus of a website. A microsite, in other words, is about a very specific topic. Don’t let executives, clients, stakeholders, or dumb developers tell you… Read more »

Our Favorite PPC Tools

Feel like you aren't getting your money's worth with digital advertising? These tools can help.

Of all the marketing channels available to your business, pay-per-click advertising (PPC) can easily seem like the most technical and confusing, which is why it really helps to have some good PPC tools at your disposal for managing these sorts of campaigns. Without a good platform operated by staff trained in digital media, PPC can… Read more »

The Best Website Analytics Tools for B2B Marketing

To drive business, use one of these platforms to measure and monitor your site's performance.

Online B2B marketing is fraught with questions, but when it comes to website analytics, there’s really only one that matters: “So what?” The old saying, “If it’s not worth measuring, it’s not worth doing” sums up our view of website analytics pretty perfectly and if we had to, we’d hazard a guess that you feel… Read more »

Proposal Writing Tips That Close Deals

Best practices that will book more business and — gasp! — may even make proposal writing fun.

Let’s admit it. Most people hate writing proposals. To avoid the hard work of creating this all-important deliverable, we fall into the trap of cutting and pasting from previous documents, dumping in pages of data in an attempt to overwhelm the prospect, talking about ourselves and what we know best, or selling an easy deal… Read more »