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

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

In the Content Marketing Kingdom, Third-Party Experts Rule


Recently, a West Coast software firm hired Jeff Ogden, President of Find New Customers and Creator &  Host of Marketing Made Simple TV – and his world-class network – to write articles to promote their new product.third party

This company felt that having a third-party develop content and publish it would bring them great coverage – far great than they can do themselves.

I agree, and the post by this title at MarketingProfs.com verified their approach.

I’ll share some quotes here, but just click the link to read the  source post at MarketingProfs by Phil Paranicas.

In the Content Marketing Kingdom, Third Party Experts Rule

“A March 2014 study by Nielsen/inPowered MediaLab looked at three types of content—branded (company-generated) content, user reviews, and third-party expert content. Hands down, the expert content had the most impact on buyers throughout the purchasing cycle, the study found.

Why? The implied endorsement of third-party experts holds much more weight to consumers than anything a company can say about itself.

B2B marketers should take a page out of the B2C playbook, and actively seek out such experts. Before exploring the realm of third-party reviews, let’s take a quick look at both branded content and user reviews. They, too, can help build your content kingdom.”

Amen, Phil.  Let’s say you’re shopping for a new car, and your long time next door neighbor tells you about how great his 4 year old Subaru car is and how much he loves it.  Then you go to the dealer and a salesman says “This Subaru is a great car.”

Whom do you believe?  I bet over 9 out of 10 will say the neighbor.  He does not work for Subaru -so he has no vested interest. That’s the same problem marketers have. If they tell the world how great they are, few will believe them.

Phil’s article explains how to find these experts and woo them – so go read it.

I suggest more and more B2B marketing leaders look for top experts.

If your company is looking for 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

How to get start with Marketing – Step 1 – Buyer Personas


As the author of a recent post on the growing importance of marketing

How Marketing Grew to be the Most Important Area of Your Business (without your knowledge)

I decided to share advice by this sales and marketing on how to get started with marketing. This will be a series of articles on important marketing topics. I dedicated it to the foolish companies who sent me rejection letters in 2013 – shame on each of you.

One suggestion is that, if you want a good document to read on BtoB demand generation, then go download the great white paper How to Find New Customers. You’ll find it at the Home page of Find New Customers – no signup required.  And Find New Customers is the nicest company in BtoB marketing today.

The area I suggest you start with is developing a deep understanding of your buyers.  Why?  If you want to write meaningful content to buyers, you need to understand how they buy and the terms they use.  After all, future potential buyers will use the same terms and thoughts as past buyers. In fact, Joe Pulizzi says Epic Content means less marketing. How can you create epic content without understanding buyers.

According to Adele Revella of The Buyer Persona Institute. almost 1/2 of companies (44%) but almost 9 out of 10 say they are not using them effectively.  The reason I believe is that buyer personas are like scuba diving. You don’t scuba dive unless you are trained and certified. (I am a certified scuba diver, by the way.)  Buyer Personas require expertise that comes from good training.

Joe Pulizzi

Joe Pulizzi

In the great book by my friend Joe Pulizzi of The Content Marketing Institute, his recent book, Epic Content Marketing, talked about the importance of “audience personas.”

Please keep in mind what is required to do good customer interviews:

  1. Know whom to interview
  2. Know how to conduct a successful interview
  3. Know how to document your findings
  4. Know how to use those documented findings in your marketing campaigns

With that in mind, I find the best way is to use people who are trained by the Buyer Persona Institute, in the Buyer Persona Master Class, like Jeff Ogden of Find New Customers was.

Spend some time investing in learning the behavior of recent buyers and your marketing will vastly improve.

To contact this award winning 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

Creating content for your marketing programs. How to do it.


Content marketing is the rage for companies who sell products to businesses. The advice is to create all types of print – ebooks and white papers; audio – podcasts; and video – YouTube and other videos.  But a lot of business leaders don’t know how to get started. Let me see if I can give you some free tips to get started on content marketing in your business.

Here’s a good place to start: Download our free white paper, How to Find New Customers. Read it and learn all you can about BtoB demand generation – as well as all the other good stuff at our company website, Find New Customers.

The first step in content marketing is to develop comprehensive Buyer Personas. After all, the words you write in your content needs to resonate with prospective buyers.

I highly recommend you hire trained professionals like me to help you with your personas.  After all, nearly half of companies (44%( says they have personas, but more than 8 out of 10 say they are not using them effectively. (post by my good friend, Adele Revella, at Content Marketing World.)

It’s one thing to interview recent buyers to learn how they made decisions and quite another to map your learnings in a manner you can use to engage them. That why I suggest you hire trained professionals who have the tools to map content to feed content marketing.

Finally, try to map your content to the buying process found in How to Find New Customers.  For instance, the first stage I call Untroubled/Unaware.  These people either don’t know they have a problem or know they have a problem and don’t care about it. That tells you what content you need, such as how big the problem is and how other companies have fixed it.

Deep understanding of buyers and mapping content to buyers buying process will get you going on Content Marketing.

What do you think? I love your comments.

To contact this award winning marketing expert, just fill out the form below.

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

Here is a great infographic on buyer personas by Adele to help you understand this important topic. Click on the image to go to the original source at The Buyer Persona Institute.

Buyer-Persona-Infographic_622w

 

 

 

 

 

Got a furnished apartment in the Tampa area? If so, let’s talk.


I need to find an apartment just for one mature man in the Tampa area.  If you have one for rent, let’s talk.  Furnished is best and I work so fast internet access is important too.

A bit about me. I’m 55 years old and recently divorced.  I don’t smoke or drink to excess. I also pay bills on time as often as I can.

I’ve been running my very own marketing consulting business, Find New Customers, for over five years. I invite you to check it out.  I’m also know as the Fearless Competitor, so I am @fearlesscomp on Twitter too.

To contact me, send an email to jeffLogden @gmail.com or call 516-456-8218.

Here’s a recent photo:

Jeff Ogden

Jeff Ogden, President of Find New Customers