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The LeadG2 Blog

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Alan Vitberg

Seasoned, award-winning digital marketing consultant. Author and speaker nationally recognized for marketing creativity and innovation. Specialist in lead generation strategies, tactics and campaigns; expert in installing inbound marketing programs (Certified HubSpot Partner and Inbound Marketing University Credentialed); and a specialist that helps clients laser focus marketing budgets for more ROI.
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Recent Posts

The Role of Digital Marketing for Branding and Delivering a Wonderful Brand Experience

Posted by Alan Vitberg

March 14, 2018

How to Use Your Digital Marketing Budget for More than Lead Generation

Earning your company’s brand - and I do mean earning – is not particularly easy. It requires investments of time and resources. It’s more of a marathon than a sprint. It needs a weave of strategy and tactics. It needs attention, consistency and persistence.

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Topics: digital marketing, alanvitberg, branding

Two Dozen Tips for Building a World Class Content Marketing Program

Posted by Alan Vitberg

February 14, 2018

Is it Time to Update Your Content Marketing Game?

I’m starting to believe that content marketing as part of executing a growth strategy is reaching a point of saturation and diminishing returns.

Quantity over quality. Poor writing. Lack of strategic focus. Advertorial. One and done efforts with little to no promotion. Hiring cheap and getting cheap results.

And that’s just the tip of the iceberg.

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Topics: content marketing, inbound marketing, marketing strategy, alanvitberg

Should Your Staffing Agency Be Doing Account Based Marketing?

Posted by Alan Vitberg

December 26, 2017

The Time May be Right to Move (Way, Way, Way) Beyond Telemarketing and Cold Calling

Traditionally, when the term “account based marketing” was being discussed as a new business tactic by staffing agencies, it referred to cold calling or telemarketing to 50 or a hundred companies that the agency wanted as customers because the prospect fit a profile that ranged from size to the types of staff that they might use.

If you happen to be at the right place at the right time when that ideal prospect has a need you can fill, then this can be a pretty effective tactic.

But it’s “old school.”

It requires you to pound the phones or flood the prospect with emails or mailed sales collateral, and frankly, it’s not a particularly customer friendly way to build a long term relationship. 

Today, account based marketing is built on new approaches, thinking, and technology that are designed to build friendly, long term relationships that produce a win-win for both the staffing agency and the customer.

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Topics: staffing+recruiting agencies, account based marketing

Where to Spend Your B2B Marketing and Sales Budget (Part 2)

Posted by Alan Vitberg

October 4, 2017

Investing in Generating Leads and Closing Sales

In Part 1 of this series on budgeting for marketing and sales, I discussed 7 different building blocks – pieces of infrastructure if you will – that are fundamental for a growth strategy. In this post, I’ll be discussing where and how to use those expenditures to achieve your growth goals.

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Topics: lead nurturing, lead generation, inbound marketing, alanvitberg, inbound sales, marketing infrastructure for a staffing agency, staffing agency marketing

Where to Spend Your B2B Marketing and Sales Budget (Part 1)

Posted by Alan Vitberg

September 27, 2017

Grow Your Firm With These 7 Building Blocks

A lot of firms will be using the last couple of months of the year to do their marketing and sales planning and budgeting for 2018. It’s the time of the year when critical thinking and decision making needs to be done by top management, along with securing their commitment to fund the tools, technologies, strategies and tactics necessary for attaining top line goals and growth objectives.

It’s the time of the year when tough decisions need to be made about the balance between spending on branding and spending on lead generation. It’s the time when legacy spending needs to be scrutinized and if necessary, defunded. It’s the time when new thinking about new approaches to growth need to be considered and given adequate funding.

In Part 1 of this 2-part blog series, I’m going to focus on infrastructure: the building blocks that represent the foundation for growth. In part 2, I’ll be talking about budget for growth activities like lead acquisition and nurturing.

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Topics: inbound marketing, alanvitberg, professional services, marketing infrastructure for a staffing agency, staffing agency marketing

Get Your Inbound Marketing Lead Generation Campaign Off the Ground

Posted by Alan Vitberg

August 21, 2017

After investing in inbound marketing, you’ll want to start doing lead generation and make that investment pay off. There are a lot of moving pieces to do lead generation the right way, and this post is meant to be a primer for those firms looking to pump up their game or those new to inbound marketing.

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Topics: lead generation, inbound marketing, alanvitberg

How to Stop Your Marketing Budget from Being Cut

Posted by Alan Vitberg

July 26, 2017

 

At some point in your career, it’s likely that you’ll have a conversation with a C-suiter who will tell you that your marketing budget is being cut because the company must tighten its belt.

That conversation will quickly put a damper on how you think you’re being perceived by the company and will likely have a negative effect on your enthusiasm to champion some really great marketing ideas. 

It’s not that the C-suite doesn’t like you, or doesn’t appreciate your efforts, or like the work you’re doing. When you’re told that you face a budget cut, what this means is that you’re not showing value —a return on investment—for how the marketing budget is being spent.

There are a number of culprits that may be in play here:

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Topics: content marketing, leadership, alanvitberg, marketing infrastructure for a staffing agency, staffing agency marketing

Making the Transition from Marketing as a Cost Center to a Revenue Center

Posted by Alan Vitberg

June 28, 2017

A few days ago, I had a conversation with a very dejected and downhearted CMO.

I caught him just after he presented his budget to the CFO, who informed him that all his good intentions and ideas aside, his budget was being cut instead of increased as he had anticipated.

Apparently, this $60 million firm had a poor year, and the top levels of the organization decided that cutting expenses was the right path to growing revenues and profits. Of course, the numero uno target for cutting costs has been and will always be marketing.

That’s always been a rather strange argument to me ... the way to a better top is though making cuts to the very things that bring prospects to the dance.

But it’s also understandable.

Taken in another context, what this CFO was really saying is that marketing was being cut because the department was considered to be a cost center rather than a revenue center.

That’s what happens when marketing departments aren’t geared to delivering measurable results and unable to tie marketing activities into revenue recognition.

(See my recent post, “ A Coke and a Pink Slip for Professional Services Marketers”, for my take on marketing as a revenue center.)

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Topics: inbound marketing, ROI

Why Your Sales Process is Slow and How to Make it Faster

Posted by Alan Vitberg

June 7, 2017

In the work we do with media companies, staffing firms, and other professional service businesses, two topics consistently appearing on our clients’ radar screens are how to accelerate prospects’ movement through their sales pipeline and how to close more sales, faster.

There are basically two areas we focus on as causes for a slow sales process.

First, we look for key infrastructure that may be missing or misused or underused. This can range from lack of sales training programs to missing technology like a CRM or marketing automation platform.

Second, we look at micro-level factors focused mainly on how the firm engages with prospects on a one-to-one or customized level. We know to a high degree of certainty that if a firm is using a one-size-fits-all approach to closing a sale, then a more customizable approach may be just the ticket for reaching sales goals quicker.

In this post, I’ve summarized what's holding you back from making your sales process faster.

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Topics: inbound marketing, sales process, sales enablement, inbound sales

12 Questions to Get Marketing and Sales on the Same Page for a Spectacular Top Line

Posted by Alan Vitberg

May 17, 2017

I know that I am not alone in my misery and suffering.

There are tens of thousands of us in the same boat, seeking relief, year after year, hope after dashed hope, failure upon failure.

I, like my fellow sufferers, are scorned, the targets of derision, the destination for the pointed finger and mirthful chuckle.

Yes, it’s awfully hard to be a Buffalo Bills fan.

But with a change in Bills leadership that promises cooperation, communication, teamwork, and a commitment to the twin lofty goals of accountability and responsibility, we have hope once again that our 17 year old drought will end in 2017.

Like the Bills, your company may be suffering from a drought that's stopping you from realizing your firm’s full new business potential. Of course, you’re making sales and getting new business, but can you do better? Just because you can put a few points up on the scoreboard doesn’t mean that you’re going to win the Super Bowl (Ouch. Sore subject.) of a record-breaking top line.

Just like the Bills need communication and cooperation in order to be a winner, your firm may need better and stronger communication and cooperation between its sales and marketing departments.

Here are a few ideas for putting together a winning team.

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Topics: sales and marketing alignment, alanvitberg

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