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This article is courtesy of MarketingSherpa, from a recent case study.
SUMMARY: A long-term, strategic lead generation plan is essential for complex sales. But when market conditions change rapidly, you might find opportunities for ancillary campaigns that help address your customers’ immediate pain points.
In today's economy, you have probably had your budget cut. Meanwhile, you're being asked to generate more revenue than last year. But there's good news. A lot of your sales and lead generation efforts could be automated, saving you both time and money.
Here are some of the ways you could use email to create an automated lead generation machine for your organization:
Instead of emailing your prospects and clients the typical promotional product information, why not send them a relevant article, white paper or video that will actually bring them value? It's much more interesting for the prospects, while showing them that you're thinking about their business.
The idea of "article marketing" is an emerging email marketing solution that many businesses are leveraging.
There are several resources on the internet that will help you find terrific content. Here is a short list:
Most salespeople dread the idea of cold calling so it can often help to send a pre-call letter or email. We have tested literally hundreds of different email formats--some with long copy and some with only 1 sentence. Here are 5 rules to think about when creating your pre-call email campaigns:
1. Avoid being self-promotional
You may think the purpose of a pre-call email is to educate the prospect about your company and services. It's not. Overly-promotional messages which simply sound like spam only serve to create anxiety for the prospect. Oftentimes the less you say about yourself the more a prospect wants to talk to you.
2. Create familiarity in the messages
Instead of telling a prospect about your company, tell him what you know about his company or industry. Do you know about a trend or current challenge? Are you working with similar companies? If so, let him know in the first sentence of your email.
A lot of companies have a monthly newsletter they mail or email to clients and prospects as a way of keeping in touch. Once a month, the marketing department sends an email blast out to the world and everyone gets the same, generic information. But does this approach actually generate leads for the sales force? A lot of marketers argue that newsletters are designed more for branding, but can't they accomplish both?
If you don't use a newsletter but think you need to have one, this article should save you from wasting a lot of time. Here's the thing: newsletters are dead. In fact, recent research shows that less than 10% of people even open them. There are several reasons for this:
Over the past several years, email has been one of the best lead generation tools I’ve used for making sales. However, the problem with the emails that most salespeople send is that they all tend to resemble SPAM. Do away with generic sales messages and never email a brochure or marketing piece to a cold prospect!
While there are numerous times you can use email for lead generation, I've found there are 4 key points in the sales process where I use it most:
An email blast can occassionally be a great way to promote a new product or make a company announcement to a large group of clients or prospects. However, it is usually not the best approach. Here are three downfalls of sending blast emails:
1. An email blast is an event
We all know that a single event doesn't create a relationship. This requires an ongoing dialogue or series of well-timed events.