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The LeadG2 Blog

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Laura MacPherson

Recent Posts

How Many Leads Do You Need? [Infographic]

Posted by Laura MacPherson

July 10, 2017

In order to meet your revenue targets, you'll need to know how many leads you need to get there. This infographic will help you do the math.

First, determine your annual revenue target and divide it by your average sale, in order to discover the number of wins you need. Then work from the bottom up to learn how many top-of-the-funnel leads you need.

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Topics: lead generation

6 Elements to Add to Your Company Website to Generate More Leads

Posted by Laura MacPherson

June 30, 2017

A recent study by Google shows that 89% of B2B buyers use the Internet during the research process. Whether you get a call from these prospects or whether your competition does instead will depend on how well your website does its job. Here are six elements you can add to your site to generate more leads.

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Topics: lead generation, websites, lauramacpherson, professional services

4 Lead Nurturing Email Workflows You Can Use at Each Stage of the Buyer’s Journey

Posted by Laura MacPherson

June 23, 2017

First, what’s a “workflow”? It’s used by HubSpot and others to describe a series of automated emails that are sent to contacts for lead nurturing. 

You probably already have workflows set up around your premium content campaigns, sending follow-up emails with content related to what a prospect downloaded or signed up to receive. (If not, get on that! It’s a great place to start with lead nurturing.)

But workflows can be especially effective when they’re tied to a prospect’s stage in the buyer’s journey. Prospects who’ve done considerable research and are already familiar with what you offer need something different than those who have just started looking at different options to solve their issue. Here are four workflows you can use at each stage of the buyer’s journey.

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Topics: lead nurturing, inbound marketing, lauramacpherson

10 of Our Favorite Ways to Generate B2B Blog Post Ideas

Posted by Laura MacPherson

June 9, 2017


If you’re using inbound marketing, coming up with blog post ideas is a constant challenge. If you’ve developed your buyer personas and have done your research, you know the general topics of interest to your audience, but what specific things should you write about?

Here are our top 10 favorites for B2B blogs that we use regularly here at LeadG2:

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Topics: inbound marketing

3 Ways CRMs Contribute to Sales and Marketing Alignment

Posted by Laura MacPherson

June 2, 2017

Sales and marketing alignment is a hot topic. As companies grow and invest more into both their sales and marketing departments, what used to be a team of two or three people becomes a team of many — and communication is a bit more difficult.

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Topics: inbound marketing, Sales, sales and marketing alignment, lauramacpherson

5 Ways Content Strategy Helps You Fill Your Sales Pipeline

Posted by Laura MacPherson

May 26, 2017

If you’re on the wrong road, driving faster won’t get you where you want to go. If you’re putting out the wrong kind of content, creating more of it won’t attract the prospects you need.

Good writing isn’t enough to fill your sales pipeline. To generate results, content has to be strategic.

Strategy helps you in many ways, but here are the top 5:

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Topics: content strategy, media, professional services

9 Steps to Better Case Studies to Attract More Leads

Posted by Laura MacPherson

May 19, 2017

Case studies are a powerful form of social proof. A study by MarketingProfs and the Content Marketing Institute found that 77% of the B2B companies surveyed ranked case studies as an essential lead gen tool.

Why Are Case Studies Effective?

  • They’re credible. Rather than tooting your own horn, so to speak, you’re letting your customers’ experiences do the talking. Not only this, but you’re also supplementing your story with facts and numbers. These two elements combine to form trust.
  • Prospects can envision themselves in your case studies. Because you’re not relying on abstract concepts, but instead describing real-life situations, prospects can more easily see themselves benefitting from your products and services.
  • They allow you to talk about ROI “in the wild.” When prospects can see just how much ROI others in their industry are experiencing using your products or services, they get excited and motivated to sign on.
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Topics: case studies, inbound marketing, media, lauramacpherson, professional services

How Effective Content Can Help You Speed Up Your Sales Process

Posted by Laura MacPherson

May 8, 2017

For your content to resonate with your audience and get a response, they have to be able to identify with it. They have to feel that it applies to them. If your content is generic or sounds like it’s written to someone else, your prospects will keep clicking through the Internet.

How can you come up with content that not only matches who your target prospect is, but also where he or she is in the buyer’s journey? That’s what we’re going to dig into in this post.

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Topics: content strategy, inbound marketing, lauramacpherson

4 Ways You’re Sabotaging Your Website’s Calls-to-Action

Posted by Laura MacPherson

May 5, 2017


If you’ve been marketing for any length of time, you understand the importance of calls-to-action. Without effective CTAs, your prospects will be left wandering around the Internet without continuing their buyer’s journey with you. But even smart marketers can sabotage the effectiveness of their CTAs by making these four errors.

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Topics: inbound marketing, lauramacpherson

3 Ways Using Content in the Sales Process Can Help You Close More Business and Faster

Posted by Laura MacPherson

May 1, 2017

Inbound marketing is a secret weapon in the salesperson’s arsenal. While most salespeople are relying on traditional methods, savvy salespeople can use content to set themselves apart and deliver additional value during the sales process—ultimately leading to closing the sale faster.

Here are 3 reasons why and how using content in the sales process gives you an edge.

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Topics: inbound marketing, Sales, lauramacpherson

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