Step 4: Lead Scoring – What is it and what does it have to do with lead nurturing?


Lead ScoringLet’s say you’ve done all the earlier marketing steps:

  1. You hired a pro and developed buyer personas. (If you did, you are ahead of 98% of companies out there today.)
  2. You created content marketing – ebooks, white papers, videos, case studies, etc.
  3. You bought marketing automation and set up lead nurturing

First, let me ask you to grade yourself on marketing:

Now there is one last question to answer: When a prospective customers visits our website and signs up for lead nurturing, how do we now when they are ready to buy and hand them to sales?

The answer is lead scoring!

By the way, I’ve been looking at companies in the Tampa/St. Petersburg area of Florida, trying to find a smart and savvy firm that excels at marketing, so I could use them as an example. It was hard, because most area companies are terrible marketers – which this marketing expert can diagnose just by reviewing a website.

I did finally find a good one and their name is ConnectWise.  (Check outs their website to see how good marketing is done and why you need a marketing leader like a Chief Marketing Officer, like they have.)

To set up lead scoring, think hard on what demonstrates buyer behaviors.

  • Visit to the home page – low value
  • Viewer of a customer case study – higher value
  • Viewer of a product demo – even higher value
  • Visit to your Careers page – negative value

Once you’ve decided on what defines good behavior, assign point values and put them in your marketing automation software.  Don’t worry about being exact, because you can always change it later.  You also want to define a point value that makes a Marketing Ready Lead, such as 75 or 100 points.

Lead Scoring fits Lead Nurturing like a glove.  Do it and help your business prosper!

Want help in your company setting up programs like this?  Just fill out this short form:

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter

Step 3: What you do when a visitor to your website is NOT ready to buy?


The answer: Lead Nurturing.

Hey Tampa/St. Petersburg companies: Follow us on Twitter and Connect with Us on LinkedIn is NOT marketing!

Set your FREE meeting with this award-winning marketing expert today at www.findnewcustomers.com.

Launch book cover

The definition of lead nurturing is sharing information of value to your prospective buyer, so that you earn his or her trust and when he or she is finally ready to buy, she turns to her preferred supplier – you!

To get a nice education on the whole process, go to Find New Customers and download the FREE white paper, How to Find New Customers.

A Chief Marketing Officer once described to me the different between Sales and Marketing this way:

  1. Marketing looks for Mr. Right
  2. Sales looks for Mr. Right Now

Great line!  If you need to take time to earn the trust of a prospective buyer, then do NOT leave lead nurturing up to salespeople to do. They simply don’t have the patience to earn trust.  Instead, they’re looking for Mr. Right Now.

Before we start with lead nurturing, let’s start with what you need to get started – the ingredients, if you will.

  • Buyer Personas – good understanding of the buying process is critical to marketing
  • Content Marketing – to nurture leads, you need to share information of value to them and that means good content.
  • Marketing Automation – This is where marketing tools like Act-On Software, Marketo and Pardot become invaluable. You can automate the nurturing process by setting up the process in the marketing software.

How do I know what information to share at what time? That may be your question.

I suggest you map your steps to the buying process, like that outlined in How to Find New Customers.  If you are unsure, just assume they are in the first stage – Untroubled/Unaware – where they don’t know they have a problem or they do and they don’t care about it.

If you wish to talk to a real marketing pro to explain your concerns, just fill out the form below:

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter

95% have bad marketing. What I’m finding at Companies in the Tampa/St. Petersburg areas


The Vast Majority of Companies in Tampa/St. Petersburg area are REALLY Bad at Marketing – but a couple of firms are really good at marketing.

Who are these firms and what do these have in common?Marketing

One was a law firm and the other was a software firm called ConnectWise.

Both firms have a Chief Marketing Officer on staff and both are producing content. In addition, both have clearly thought through the value they offer their customers.

With ConnectWise, you can watch a short demonstration, chat with Sales or chat with Support on their website.

And when you click on Resources, you see “Everything you need to build a better business.” very focused on buyers.

You also find Customer Case Studies here.  Customer Case Studies are one of the most powerful marketing tools you can build.

Why don’t most of these companies hire a marketing expert and become one of the best in Florida?

If you wish to talk to a real marketing pro to explain your concerns, just fill out the form below:

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter

The Best Marketing TV show is coming back – sooner or later


My TV Show is definitely coming back, but I don’t know when

Hey Tampa/St. Petersburg companies: Follow us on Twitter and Connect with Us on LinkedIn is NOT marketing!

Set your FREE meeting with this award-winning marketing expert today at www.findnewcustomers.com.

The show Marketing Made Simple TV was vastly better than the prior show I used to host for Act-On Software, Mad Marketing TV.

I got started in this because the first VP of Marketing at Act-On Software, David Appelbaum, invited me to host their show and my good friend Craig Yaris of Social Ribbit directed all the show.. When Atri came on to Act-On Software as CMO, he pulled the plug on the show. But my good friend, Jim Burn of Avitage said “Jeff, why do you need Act-On Software? Just create your own show!”  Jim was right and Marketing Made Simple TV was born.Marketing Made Simple TV

Here are three reasons Marketing Made Simple TV was vastly better than Mad Marketing TV..

  1. Video and audio quality became vastly better
    Watchitoo came out with a big new release that greatly improved quality. And I made changes to the show, like eliminating the intro to get viewers to the good stuff faster..
  2. The guests were much bigger and more famous
    One of my goals with the new show was to book big name guests, like New York Times best selling authors and well known marketing experts, like Beth Comstock, CMO of General Electric.
  3. The show was distributed to a much bigger audience
    Our show distribution network kept growing and growing to sites like Business@Community.com and SocialMediaToday.com.

And we were in the process of finding paying show sponsors when I was badly hurt and in the hospital for 4 1/2 months.  I nearly died from my injuries.l

While I was unable to do anything, the domain marketingmadesimple.tv expired and someone picked it up, rendering unavailable to me.   All of the shows at the show site disappeared.

I really want to bring this show back. Here are my 3 reasons why I want to keep doing the show:

  1. Talking with top marketing experts gives me a world-class marketing education. (Maybe one of you should tell that to Dan Green of VPofMarketing.com. You can email Dan at dgreen@vpofmarketing.com) He has never contacted me even once about one of open jobs – despite the fact that I’m one of the top marketing experts in the USA)
  2. Hosting an online TV show makes me unique. No one else does this and not a single person has created his or her own marketing show.
  3. Free books by top marketing authors come to me all the time and I read and review them.

So the bottom line is this: Marketing Made Simple TV is coming back. It may have a new name, like MMS.tv and we will work hard to line up paying sponsors again.  In fact, I write regularly for the top software company in the USA and they may become a sponsor.

What do you think? I love to read your comments and I appreciate those who share on social media.

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter
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Being Active on Social Media does NOT make you a Marketing Company!


Recently, Jeff Ogden, President of Find New Customers moved down to St. Petersburg, FL and started cranking up marketing activities for the company – sending out thought leadership articles.

In the recent week, I started researching company websites and calling companies.  On the vast majorityFlorida of websites I found invitations to follow them on social media sites like Twitter, LinkedIn and Facebook – but no content, landing pages or offers which smart marketing firms have.

One law firm had a Chief Marketing Officer and was very good at marketing, but the vast majority I found shocking BAD most firms are at marketing.

Just being active on Twitter, Facebook, LinkedIn and the like does NOT make you a savvy marketing company.

I suggest these firms in the Tampa/St. Petersburg area visit www.findnewcustomers.com and set up a FREE call with this marketing expert to learn what they can do to get more leads, more revenue and more profits.

To contact me immediately, just fill out this short form:

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter

 

 

Where do you begin in Content Marketing? Answer: Know your Buyers


Understanding of Buyers comes before Content Marketing (says award-winning marketing expert Jeff Ogden)

Hey Tampa/St. Petersburg companies: Follow us on Twitter and Connect with Us on LinkedIn is NOT marketing!

Set your FREE meeting with this award-winning marketing expert today at www.findnewcustomers.com.

Lee Odden asked “What comes first” in (Content Marketing) on Google Plus to promote Michael Brenner’s presentation at Content Marketing World in Cleveland, OH. I highly recommend you attend this event, by the way.

And please note the Joe Pulizzi of The Content Marketing Institute is the author on the book Epic Content Marketing and was a guest on my show, Marketing Made Simple TV.buyer persona

Here’s is Lee’s email to me:

“*What comes first, content marketing strategy or budget? What types of visual content work best? Is measuring content marketing ROI really so hard? *

B2B marketing innovator and smartie +Michael Brenner answers these and more questions in an interview on content marketing – including an important business lesson learned from a childhood story.

This is a great preview to the content marketing smarts Michael will bring to the #CMWorld  conference coming up Sept 8-11 in Cleveland.”

Buy the way, looking at the websites of these companies in the Tampa area, I found one interesting thing.  Many were on social media – Twitter, Facebook, LinkedIn, etc., but almost none were doing content marketing – and I only found one, a law firm, with a Chief Marketing Officer on staff.  Terrible. My comment “Most of these companies cannot spell marketing.”

I think one of the foundation things companies should do in marketing is develop and use buyer personas.  But I also strongly suggest you leave the work to the trained and certified practitioners like Jeff Ogden of Find New Customers. Why? Only the trained pros know whom to interview, what to ask, how to collate what is learned and document the findings to drive content marketing.

I, Jeff Ogden of Find New Customers, was trained in the Master Class of The Buyer Persona Institute, so I have this great training. Thank you Adele Revella!

Do buyer personas with real pros and you will excel at Content Marketing!

If your company is looking for help from a very well-connected award-winning BtoB marketing expert, just fill out the form below.

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter at @fearlesscomp

The Importance of Personalization in BtoB Marketing today


Hey Tampa/St. Petersburg companies: Follow us on Twitter and Connect with Us on LinkedIn is NOT marketing!

Set your FREE meeting with this award-winning marketing expert today at www.findnewcustomers.com.

If you want marketing results, you need to personalize the content you send out.  This has been a popular topic on both the Marketo and Hubspot blog.   Both of those companies offer products to help you personalize your marketing – however you can do it without either product, as we did in our own campaign.  Read it here.

5 Marketing Lesson Learned from marketing Find New Customers

Why is personalization so important today?  Let Meghan at Hubspot explain:

“If you’re a marketer today you probably know that targeted emails are effective. But what happens when someone clicks through that targeted email only to end up on a static, generic website? The natural progression of personalized emails should lead to personalized website, but limitations in technology and strategy have delayed this realization so far. There are signs, however, that the time for more personalization across the online experience has come:

  • According to Janrain, nearly three-fourths (74%) of online consumers get frustrated with websites when content appears that has nothing to do with their interests. Tweet This Stat
  • After looking at data from more than 93,000 calls-to-action over a 12 month period, HubSpot found that CTAs targeted to the user had a 42% higher view-to-submission rate than calls-to-action that were the same for all visitors. Tweet This Stat
  • A 2013 Monetate/eConsultancy Study found that in-house marketers who are personalizing their web experiences (and able to quantify the improvement) see on average a 19% uplift in sales. Tweet This Stat

Given these figures, getting started with a multi-channel personalization strategy in the next few years should be among CMOs’ top priorities. Let’s look at a few examples of HubSpot customers who are at the forefront of this strategy and leading the way with personalized content, blogs, and websites.”

Both companies are explaining how you can customize website visitors – to your website, your blog and your content. But if you are a smaller company just looking to personalize emails and letters, Word and Excel work just fine.

Let me explain what we did at Find New Customers, the new Florida-based demand generation agency and the nicest company in BtoB marketing today.

In our first test marketing campaign, we purchased a small list of 200 Tampa area companies from InfoData.com.  We loaded this list into Excel.  Then when creating letters or emails, we used the Mail Merge capabilities of Word to merge in things like First Name, Last Name, Title and Company.  We put those fields right into the letter itself.  So the mailing we sent out were highly personalized.

Here’s the bottom line: Personalize your content to the highest level you can with your existing budget. If you can afford Hubspot or Marketo, great. But if not, use the power you already have to personalize your content.

If your company is looking for help from a very well-connected award-winning BtoB marketing expert, just fill out the form below.

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter at @fearlesscomp