Entries from February 2010
Business Marketing Association Renames its Marketing Awards Competition the B2s
Before I get to sharing my opinion about the Business Marketing Association (perhaps better known as the BMA) changing the name of its Pro-Comm Awards to the B2s, let me point out that I’m a long-time member and big-time fan of the organization.
I served two terms as president of one of its chapters in Southern California (before moving east to Rhode Island), served on its board of directors for a while after that, have spoken at numerous BMA Annual Conferences and at dozens of Chapters over the years and I currently belong to the Boston Chapter (which should perhaps be renamed the New England Chapter).
I know. That’s more detail than you needed!
All this means I just might be qualified to offer an opinion about the BMA renaming its Pro-Comm Awards the B2s. You can read the press release justifying the name change here.
So what is my opinion of the name change? I believe that calling this important marketing communications competition the B2s is a mistake.
I’m curious: What comes to mind when you think of B2s? I think a class of military airplanes that are designed to drop bombs. (And that isn’t the best analogy for an awards show, is it?) I certainly don’t think of the B2s as an awards program for business communications. Perhaps I’ll get used to the idea, but I honestly think Pro-Comm was a better name.
Why? Because I think the Pro-Comm name communicated two key thoughts: Professional and Communications. Isn’t that really what the awards program is all about, professional communications?
The B2s name may be clever, but it certainly isn’t self-explanatory, is it?
What’s your opinion on the matter?
Please add your thoughts by clicking on the word “Comments” in the line below the Share button.
If you are reading this as an e-mail or via an RSS feed, please use this link to add your comments:
http://www.sales-lead-insights.com/2010/business-marketing-association/
B2B e-newsletters: Three bits of advice
A client just asked me, "What are the three best pieces of advice to give to companies that embark on an e-newsletter for the first time?"
Here’s my answer:
- Useful, relevant content is essential to get readership, and to avoid opt-outs. (I recommend aiming for 80 percent or more useful content and 20 percent or less promotional content.)
- Make sure compelling copy is visible in the upper left corner. (When viewed as HTML with graphics shut off, as well as when viewed as a text email or via a PDA/phone.)
- Including fewer, shorter articles in more frequent e-newsletters is usually gets better results than including more, longer articles in less frequent e-newsletters. (E-newsletters with fewer, shorter articles are easier to get completed and sent out, and more frequent newsletters help keep your company and its products or services in sight and in mind.)
What best advice would you give your fellow B2B marketers about e-newsletters?
Please add your recommendations by clicking on the word “Comments” in the line below the Share button.
If you are reading this as an e-mail or via an RSS feed, please use this link to add your comments:
http://www.sales-lead-insights.com/2010/b2b-e-newsletters-advice/
Advanced B2B Sales Lead Management Strategies: A Webinar for CMOs on What is Really Working Best Today
Mark your calendar to attend this webinar about advanced sales lead management strategies for B2B CMOs.
Direct from the front lines, hear the latest trends, and learn about successful programs, strategies and tactics from three of the top experts in B2B marketing.
Cost: Free
Date/Time: Thursday, March 11, 2010 11:00 AM Pacific Standard Time
If you are reading this as an RSS feed, use this link to learn more:
http://tinyurl.com/yfc65vj
Increasing B2B Lead Management ROI: 4 Key Performance Indicators
Although the findings are not news to me or my clients, a recent research study about increasing B2B sales lead management ROI is worth mentioning.
Why? Because it validates some of what I’ve been recommending to my clients for years.
The Forrester research study and white paper about sales lead management, commissioned by Silverpop, reports that when it comes to increasing the ROI from B2B sales lead management, there are four key performance indicators (KPIs) that pay off in more qualified leads and sales.
The numbered items below are the four KPIs from the white paper, but the comments about each are mine:
- Profiling and targeting. By understanding your customers and using them as a model for the right prospects to target with your lead generation activities, and by targeting those right prospects, you will get a better ROI.
- Lead scoring. This is the latest name for the process of determining which leads are qualified leads that meet the minimum definition of a “sales-ready lead.” Lead scoring provides us with the criteria for determining which leads need further development and which are ready for sales follow-up.
- Content. Developing and offering information that meets the needs of your prospects, particularly as they move from awareness to inquiry to consideration and on to purchase, is essential both for getting prospects to identify themselves to you and for helping move your prospects forward in their buying process.
- Nurture early-stage buyers. B2B research about sales leads repeatedly shows that the B2B buyers who are still in the early stages of their buying process represent three out of four of the total sales opportunities you will net from your leads. Only one in four sales opportunities comes from those prospects who are already at the later stages of their buying process.
Want a quick summary of how to take advantage of these four KPIs? Read my short post titled B2B Sales Lead Generation Is Easy: Four Rights Will Get You There.
What are your thoughts about the four KPIs that increase the ROI from B2B sales lead management?
Please add your comments by clicking on the word “Comments” in the line below the Share button.
If you are reading this as an RSS feed, please use this link to add your comments:
http://www.sales-lead-insights.com/2010/b2b-lead-management-kpis/
B2B Marketing University 2010 Kicks Off March 3 in Washington, DC
If you are a B2B marketer or are responsible for B2B lead generation, do not miss this half-day seminar on March 3, 2010 at the Westin Grand Hotel in Washington, DC.
This all-new-for-2010 session of B2B Marketing University is focused on helping you stay ahead of the curve and excel in the changing B2B marketing environment.
Join us and take your marketing and lead generation to the next level.
As one of the presenters, I can promise you that you and your fellow attendees will get expert insights into the latest strategies and innovation you can deploy today to get better results and a higher ROI from your marketing.
Your attendance is free, compliments of B2B Marketing University’s sponsor, Silverpop.
The best part is that B2B Marketing University is 100% pure education for serious B2B marketers. No product pitches. Just learning. Register today.
Why attend B2B Marketing University?
Today is a challenging time—and an exciting time—to be a B2B marketer. The impetus for B2B marketers to generate leads, drive sales and support customer lifetime value has never been stronger. Yet change is everywhere. Major forces are provoking evolution in how B2B marketers operate. Meanwhile, significant innovation has brought new tools and capabilities to B2B marketers’ arsenals.
Ask yourself:
- Are you on top of the latest strategies and tactics for lead management, marketing automation and inbound marketing?
- Are you leveraging dynamic campaigns, lead scoring and social media to improve engagement with buyers?
- Do you have what it takes to excel in the new B2B marketing environment?
If you are not sure—or you are looking for additional ideas you can put to work driving more leads and sales with your marketing—B2B Marketing University is where you can get answers and take your game to the next level.
Attendees will learn more about what is working best today from top B2B marketing experts including: Carlos and Jay Hidalgo with The Annuitas Group, Adam Needles with Silverpop, (yours truly) Mac McIntosh, and the end-of-day roundtable of additional B2B marketing experts.
Your attendance is free, so why not join us at B2B Marketing University in Washington, DC, on March 3?
Use this link to learn more or reserve your seat for B2B Marketing University: http://tinyurl.com/ybwscmv
