Maria Pergolino

Marketing studies have shown that 93% of B2B buyers begin their buying process using the Internet.  When examining your website’s effectiveness, take into consideration the all-important landing page.   A high quality page not only ranks higher in the search engines but it also can earn more exposure in your pay-per-click campaigns and reduce your cost per click. Follow these six ways for increasing conversion rates and improving lead generation:

1. Focus on a call to action:

Don’t worry about including navigation on your landing page, as this is not your homepage. Use an arrow graphic to show users how and where to get what they came for and build your content around fulfillment such as free downloads, reports or demos.  Keep the copy short and sweet focusing on the benefits and the call to action.

2. Think Branding:

This is your...

B2B sales forces have multiple challenges to contend with in today’s digital marketplace.  Lead generation now requires an understanding of new channels and changing buyer behavior.

Because sales has changed so drastically – with the buyer driving the decision making process, teams have to tap into ever expanding opportunities to meet consumers in all stages of the sales process.

To invigorate your sales efforts, try these 7 ways to kick-start your sales team:

Today, many marketers look to jump on the B2B social media bandwagon while expecting a simple integration with current B2B marketing efforts.  Although many think this, it’s simply not the case, as most run into barriers along the way.

Barriers to successful implementation include simple, and sometimes complex, problems to resolve for many marketers. To break through these barriers, marketers will have to evolve and oftentimes change the organizations way of thinking. Once they do this, they will reap the rewards that come from successful B2B social media marketing practices.

To help you navigate social media waters, we give you the five barriers to B2B social media marketing success and how to resolve them:

1. It’s difficult to go viral – Many marketers dive into...

Traditionally, marketing forecasts haven’t held as much weight as sales forecasts in the eyes of the CEO. This is beginning to change as more companies are looking beyond the traditional sales cycle and more at an overall revenue cycle.

However, to stand out and catch the eye of executives, marketing must rely on a forecast that uses analytical rigor and a deep understanding of how prospects move through the revenue cycle.

To provide consistent and relevant forecasts to company stakeholders, marketers must look at tools that excel at meeting the needs of marketing and the company. When trying to understand what features are required for optimal marketing forecasting, consider the following:

Ease of Use and Robustness

Marketing forecasts require an ample amount of time for research, analysis and knowing how to navigate the...