Sales lead generation

SUMMARY: To employ a more organized digital marketing strategy, take advantage of the interconnection of each channel. Digital marketing can make your message more consistent, and possibly reach more of your target audience.

In this case study, a company earned $105,000 in new sales after moving from its client services personnel delivering incentive fliers for ancillary sales, to delivering that message through a revamped and organized email campaign.

Find out the changes the company made to its overall marketing strategy, how it implemented the new email effort, and how it embraced social media to improve its connection to clients and prospects. read the complete case study

SUMMARY: To wrap up another year of B2B marketing, we’ve reached out to seven marketers and industry experts to offer you six tactics based on marketing lessons learned in 2011.

Read on to find out what our expert sources said about lead generation, lead scoring and lead nurturing; inbound SEO; letting your customer tell you how to market to them; and making that personal touch truly personal. read the complete article

SUMMARY: Not all contests and awards programs are created equal.

Dawn Brister, Manager, Integrated Marketing Communications, Cisco, says choosing the right contest or awards program can generate leads and boost brand awareness. Get Brister’s tips on fighting list fatigue while increasing the quantity and quality of contest entries.

Brister will be presenting the Case Study, “Boosting Demand Generation by Revamping Your Awards Program: How Cisco Increased Entries by 59%,” next month at MarketingSherpa’s B-to-B Demand Generation... read the complete interview

SUMMARY: The process of optimizing the Marketing and Sales funnel can be a tiresome task. However, breaking the funnel into small stages, marketers can reveal opportunities for improvement. Each organization will approach the project uniquely, but it may be helpful to understand which funnel process will be the most demanding.

In this week’s chart, find out which Marketing-Sales funnel processes were found to be most challenging by more than 1,700 B2B marketers. read the complete article

By Anne Holland, Founder

Thanks for all of your questions before and after our teleseminar, 'B-to-B Marketing: Top 10 Quick Fixes', last week. More than 100 Sherpa readers wrote in, and I and our senior reporter Sean Donahue are preparing answers to post with our compliments on Sherpa by next week.

In the meantime, I wanted to address one particular query which came up a few times: "Where specifically did Sherpa get that B-to-B marketing data?"

Here's... read the complete blog post