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Archive for April, 2009

The importance of story-telling in lead nurturing

Published April 30, 2009 Lead Nurturing 1 Comment

If you listened to the VP of Marketing at Marketo, Jon Miller, discuss lead nuturing my recent podcast, (to subscribe to these podcasts for free, go to the iTunes store and search”demand generation.”) you heard why it is so important.

The fact is that many businesses are potential customers that are not ready to buy today, but may buy in the future. Unless you find a way to connect and build trust over time until they are ready to buy, these prospective customers can be lost forever.

In this article, I explore how businesses should talk to prospective customers, especially highlighting the importance of good stories.

Look at the girl reading a book. Could she be engrossed in product specs and speeds and feeds? How about our world-class whatchamacallit? No, she’s reading a story that captures her imagination. That’s what your marketing team needs to do.

The first rule every marketing must embrace when they look at lead nurturing programs is this:

Companies don’t buy. People do.

Since we’re speaking to people rather than companies, one must engage on an emotional level. You need to build trust and confidence in your company and the very best way to connect in this manner is through the use of stories. People react to stories on an emotional level and trust the companies they connect with.

Think of some companies you respect today: perhaps Apple, BMW, Southwest Airline, and Singapore Air. In each case, do you think of the technicalies of the products? Or do you think of innovative designs, a driver’s car, friendly service and pure elegance? Those are companies that built a brand by telling stories.

There are no hard and fast rules for story-telling. Don’t take yourself too seriously. Be patient and gentle. Don’t overdo it. Think outside the box. Don’t be afraid.

I cannot tell you what to write in your story. But here’s a link to a great e-book by my client/partner on Telling Your Brand Story to Grow Sales. In fact, maybe you need to recruit differently or outsource it — check out my partner. But think of how you can engage your prospective buyers with stories and you’ll prosper.

For companies looking for best practices in b2b lead generation who wish to improve the way they acquire new customers, Find New Customers is the place to go. CSO Insights says companies need to improve the way they generate leads and implement processes for business to business lead generation.

Jeff Ogden, the Fearless Competitor, is a demand generation expert and sales leader, as well as the President of Find New Customers, a lead generation company, who helps businesses create lead generation campaigns and continually publishes the best lead generation ideas, so his readers can determine the best lead generation strategy to find new customers.

Sales-Ready Leads for Sales

Published April 27, 2009 Management best practices Closed

Jeff understands how customers buy, how they decide and what messages resonate, so he’s ideal to implement a demand generation program to find and acquire new customers and crush competitors.

lion

Can Jeff help your company grow profits?

Please click to download the white paper, How to Find New Customers. You can also listen to podcasts on topics such as Lead Nurturing and Trigger Events, as well as read Demand Generation case studies. You can read about the Services offered as well.

Look forward to connecting with you.

He can be reached at (516) 284-4930 or mailto:jogden@findnewcustomers.net.

IBM’s grand idea for making $ — solve BIG problems

Published April 26, 2009 Demand Generation , Fearless Competitor Leave a Comment

While most companies offer products and services, and then look for customers for those products and services, IBM has found success using a very different approach. Find some really big problems and get paid very well for solving those problems. (Fortune, May 4, 2009 “IBM’s Grand Plan to Save the Planet.”)

Not long ago, IBM sold stuff — especially big computers and expensive software. But smart leadership realized that there was money in solving problems. So IBM sold off their well-respected ThinkPad line of laptops to Lenovo, bought software and consulting firms like Cognos and Price Waterhouse Coopers, and spent heavily on R&D and advertising.

In one example, Stockholm Sweden had a big problem with traffic. So they put out an RFP for a congestion pricing scheme that would charge drivers by time of day. IBM found a way to make the traffic problems disappear.

Relying on 18 subcontractors and IBM R&D in Haifa, Israel, the teams placed two cameras above each lane, facing in opposite directions to capture front and back license plates. Within months, they had a 99% accuracy. A team of humans reduced misses even more. The information is processed in a data center in Copenhagen and drivers receive monthly bills in the mail. IBM contracted with a call center to take calls but they never came.

stockholm-city

The goal was to decrease traffic and that it did. Total traffic dropped 35% almost immediately and stay

ed down 22% — and not just at peak times or solely downtown. Emissions dropped 14%. Streets became more pedestrian friendly and buses began finishing routes so fast, they had to rewrite the bus schedules.

What is the lesson for Finding New Customers? Solving problems are what businesses and governments want to do.

If you focus on those problems, rather than just the products and services you offer, you can prosper just like IBM did.

The remarkable power of thought leadership for inbound marketing

Published April 24, 2009 inbound marketing , lead generation Leave a Comment

Check this out, friends. A simple process leads to great results with a terrific marketing lesson.

I take a business problem — finding new customers. I find a paying sponsor and write a killer white paper. I post it to Find New Customers and tell some friends. I also start networking and set up interviews, podcasts and case studies. My friends post it to Twitter and Linkedin. What don’t I do? The traditional selling activities of cold calling and email blasts.

Just a week later, look at these results:

418 visitors
1,092 page views
77.8% first time visitors

Plus, we have a lot more coming. Marketing experts like Paul Dunay and Ardath Albee are writing blog articles. The CMO Club is going to promote it. And Jill Konrath of Selling to Big Companies will promote it when the Sales Stimulus is done. So these numbers are going to go up dramatically in the weeks to come!

If you are pushing products on your company’s website and relying on cold calling and email blasts, you’re missing a golden opportunity.

Understand your customer and learn their problems. Then start documenting it, posting great content and inviting friends to talk about it. It works!

Good luck and good selling.

How to Find New Customers is a bonifide hit!

Published April 20, 2009 Demand Generation , Marketing , inbound marketing , marketing funnel , sales challenges Leave a Comment

“For all the hype and talk surrounding the demand generation movement, there still hasn’t been that one piece that puts everything together for marketers. How to Find New Customers IS that whitepaper — making it a Must Read.” Craig Rosenberg, the Funnelholic, Tippit Please visit Tippit to learn about them as they are a terrific firm.

The reviews are rolling in and they are overwhelmingly positive.

Paul Dunay, CMO of Avaya calls it a “must read” and he’s sharing it with his whole marketing team. Ardath Albee of Marketing Interactions is writing it up for her popular blog. Jill Konrath of Selling to Big Companies is going to promote it as soon as the Sales Stimulus is over.

Marketing and sales experts are reaching out to offer to jointly market. We just set another podcast on Trigger Events with Alen Majer, The Science and Art of Selling.

This white paper covers a poorly understood and critically important business area. Buyers are in control today and reaching them is harder than ever. This 41 page white paper explains how it is done.

Get your own copy of How to Find New Customers by clicking on it. Forms are there if you want more info or to sign up for a newsletter. But you don’t need to if you just want the white paper.

Good luck and good selling.

Helping you implement a world class demand generation program

Published April 16, 2009 Business relationships , Demand Generation , Lead Nurturing , Management best practices , Marketing , lead generation , marketing funnel , sales leadership , sales process Leave a Comment

To acquire new customers and crush competitors.

Jeff is available to help make this a reality for you and your business. If you’d like to learn more about how this is done, please visit www.findnewcustomers.net and read the white paper, How to Find New Customers.

For a complementary assessment, please call (516) 284-4930 or send an email to jogden@findnewcustomers.net.

COMPLIMENTARY Sales Stimulus Package Preview Call

Published April 15, 2009 Personal growth , Sales knowledge , sales challenges , sales funnel , sales process Leave a Comment

Here’s your chance to learn from top sales experts and not spend a dime. You’ll get fresh ideas and strategies on how to build your pipeline, reach the real decision makers, increase your cold calling effectiveness, leverage email for prospecting and much more.

Tuesday, April 21 at 1 pm ET

This preview call features: Colleen Francis, author of Honesty Sells; Doyle Slayton, prolific SalesBlogcast blogger: Josiane Feigen, inside sales expert; and Wendy Weiss, The Queen of Cold Calling

Friday, April 24 at 1pm ET

This preview call features: Paul McCord, author of Creating a Million Dollar a Year Sales Income; Jeb Blount, Sales Gravy & Sales Guy podcaster; Kendra Lee, author of Selling Against the Goal and Patrick O’Malley, LinkedIn expert.

Learn more about the Sales Stimulus Package.

COMPLIMENTARY Sales Stimulus Package Preview Call

Boost Your Sales With the New Sales Stimulus Package

Published April 13, 2009 Action Items sales 1 Comment

With the economy in turmoil right now, sellers everywhere are facing major challenges. We keep hearing stories about:

Stressed out, hyper-cautious prospects who are unwilling to meet or move forward.
Sales opportunities that grind to a screeching halt or disappear altogether.
Declining business from existing customers who are also struggling with the economy.
Now, more than ever, you need more high quality prospects in your pipeline.

That’s why I wanted to let you know about the Sales Stimulus Package.
– a virtual sales training event created specifically to help you with the challenges of selling in a down economy.

The goal? To stimulate your sales. To give you a massive dose of fresh, highly effective strategies you can use today & tomorrow to find more prospects and close more business.

Sales expert Jill Konrath, author of Selling to Big Companies, has gathered 13 of North America’s savviest sales gurus together to share their highest impact ideas & strategies.

These pros were selected because their expertise is exactly what’s needed to build your pipeline and maintain momentum in today’s economy. Each one contributes a critical piece of the “success formula.”

Take a look at all the speakers’ bios here.

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WHAT’S IN IT FOR YOU
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The Sales Stimulus Package is an intensive two-week program that requires just one hour a day. It’s designed to immerse you in new approaches, concepts & skills. That’s the best way to have an immediate affect on your sales results.

During these information-rich sessions which start on May 4th, you’ll discover:

Exactly what you need to create a full pipeline – quickly, despite the longer sales cycles and fewer buyers.
How to reach decision-makers on the phone and via email to get your foot in the door, even when their barricades are up.
Tools that sales experts use to make big-time impressions & rich connections with prospective customers. Get great advice on using LinkedIn, social networking sites, Sales 2.0 resources and online intelligence sources.
What it takes to capture the attention of busy decision makers and get a spot on their calendar.
How to ferret out the decision makers with power, so you don’t spend your valuable time with the wrong people.
Strategies you can use to speed up your sales, even when your prospects are slowing down their decision process.
How to quickly build relationships where you’re positioned as a trusted, high integrity advisor who’s committed to your customers’ success.
What deadly mistakes are causing you to lose sales and how to avoid them.
How to overcome sales objections and (even better) prevent them from happening in the first place.
And many more strategies to help you outsell the recession.

Plus, you’ll also get a chance to ask live questions and get answers from the speakers. Each one-hour session has 10+ minutes set aside for Q&A.

The Sales Stimulus Package let’s you learn when it’s convenient without having to spend tons of money and time traveling to a major conference.

Go here to see all 12 sessions.

Each session is recorded – so if you have a conflict, it’s not a big deal. Plus, you can listen to the experts over and over again, for the rest of the year – ensuring that you’re constantly at the top of your game.

This Sales Stimulus Package is your chance to learn from the best. Make sure to check out all the details & sign up right away. It will not be repeated.

Here’s to your success!

Jeff Ogden

P.S. You can get 40% off if you act now. There are 12 information-rich sessions on how to get more prospects and more sales in tough times. Be sure to check them out.

How to Find New Customers white paper is released

Published April 9, 2009 Demand Generation Leave a Comment

How to Find New Customers: The Definitive Guide to Driving Demand for your Company’s Products and Services

I could not be happier to release this labor of love. The single biggest problem facing business today is the challenge of winning net new customers. It is a massive challenge facing CEOs, CSOs, CMOs and other.

This manual is simply the way to address this critical business challenge.

Download it for free and enjoy by visiting Find New Customers.

Hello world!

Published April 6, 2009 Get Back to Work Faster , Management best practices , Personal growth , Tough times 1 Comment

This is a different kind of post. It is a personal manifesto. My goal is simple.

Change the world for the better.

I am the Fearless Competitor. I turn good companies into Fearless Competitors.

Jill Konrath and I are going to put people back to work. (Get Back to Work Faster)
My new white paper is going to teach companies how to find new customers. (How to Find New Customers: The Definitive Guide to Driving Demand for your Products and Services)
A great attitude and boundless optimism are tiny drops that, over time, refill the world’s oceans.

In this downturn, we’re going to remember business opportunities: