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The LeadG2 Blog

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Matt Sunshine

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Recent Posts

Who's In Charge Of Lead Generation?

Posted by Matt Sunshine

January 16, 2018

I’ve recently learned that nothing makes a room fall silent more quickly than asking a group of sales managers, “Who here is in charge of lead generation?” Typically, the person in charge of lead generation is the same person who is in charge of setting appointments, finding needs, coming up with solutions, building proposals, making presentations, getting the contracts signed, ensuring that the contracts are fulfilled, and picking up the checks: the salesperson. 

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Topics: lead generation, mattsunshine, media, professional services

7 Ways to Know if Your Company Blog is Giving You A Return on Your Investment

Posted by Matt Sunshine

December 11, 2017


When we picture lead generation working the way we think it should, most of us envision the salesperson being handed a lead that is fully qualified and only a small step from closing. We want the process to be predictable and the performance to be near perfect.

If only the real world were so simple and straightforward. You remember the real world—where humans act human and analysis turns murky.

Below are seven ways you can know if your blog is generating a return on your investment, and therefore be able to answer the question, “Is the company blog working?”

1. The Prospect Engages, Seemingly Out of the Blue

This is when a former prospect or client that had gone quiet for a few months re-engages as a result of a blog post or a piece of premium content. Top salespeople understand that those messy humans who don’t take the straight and narrow path to your door shouldn’t be written off. Keep your eye on them as they reconvert and decide when it's time to call.

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Topics: inbound marketing, mattsunshine, media, professional services

6 Ways Inbound Lead Generation Provides ROI, and 6 Key Metrics to Follow

Posted by Matt Sunshine

November 27, 2017

There’s no doubt—lead generation that is clear-cut, clean, and specific is ideal. When we picture lead generation working at peak performance, most of us envision the salesperson being handed a lead that is already pre-qualified and only a small step from closing. Smooth and easy! But don’t fool yourself into thinking that every lead generated by inbound marketing will be so straightforward. That’s not reality, and if you allow tunnel vision to influence your ability to measure your inbound marketing ROI, you will miss out on a lot of critical information.

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Topics: inbound marketing, mattsunshine, ROI

Lead Intelligence Is The New Black!

Posted by Matt Sunshine

November 15, 2017

There is so much talk these days about inbound marketing sharing helpful content online so prospects can find you during their buyer's journey and you can capture their contact information to nurture them through the process. Understanding what a prospect is interested in learning when is invaluable, because it gives you the advantage of knowing how to best connect with the prospect. It's almost like saying that lead intelligence is the new black!

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Topics: mattsunshine, leads, lead intelligence

Old School vs. New School Selling

Posted by Matt Sunshine

November 1, 2017


A recent discussion with a few colleagues about the differences between the way sales used to be done versus the new way that sales superstars do business today led me to write this blog post.

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Topics: Sales, mattsunshine

How Content Helped This Radio Salesperson Close a Six-figure Deal

Posted by Matt Sunshine

October 25, 2017

In sales it’s all about making the sale. Right?  

Absolutely! But making the sale isn't easy. And these days, most sales reps tell me it’s getting even tougher out there. Why? Well for one reason, there's more competition than ever before—more people are fighting for the attention of the very same prospects. Also, it has become completely commonplace for prospects to do research on what they want, how they want it, and what they should expect, before they ever meet with a single salesperson. The seasoned sales pros reading this article are nodding their heads right now. They know this is exactly what’s going on.  

So that’s the conflict.

What’s the resolution?

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The 9 Step Lead Generation Audit Every Business Leader and Sales Manager Should Conduct

Posted by Matt Sunshine

October 11, 2017


Lead generation is a necessary function for any business that needs to grow. In today’s world that’s essentially every business. The reality is, there are a ton of opinions surrounding the different strategies and options for lead generation. You can utilize intrusive strategies and buy a list of e-mails, phone numbers, or addresses that “seem” to fit your ideal customer profile. You can go door-to-door and personally solicit the customers you want to call on. You can spend lots of money on mass marketing tactics and “push” the benefits of your company. OR you can position yourself as a thought leader and expert in your industry, engage in active discussions and have folks calling your sales reps directly for help! That lead generation strategy is called inbound marketing.  And with the exponential growth of social media, it’s quickly becoming one of the best and most cost effective ways to generate qualified leads!

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Topics: thought leadership, lead generation, inbound marketing, media

3 Steps to Generating Quality Case Studies

Posted by Matt Sunshine

September 6, 2017

The need for quality case studies has never been more important then it is right now. B2B companies everywhere are encountering more and more competition to earn the business and attention from their prospects and even current clients. The business they are pursuing are evaluating the products and services they're selling and making buying decisions based more and more on the research they have access to as well as the knowledge they can learn from others past successes.

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Topics: case studies, inbound marketing, media, professional services

You Don’t Need Inbound Marketing If…

Posted by Matt Sunshine

August 28, 2017

Recently I was talking to a general manager of a radio station who has been following this blog for some time now. For this article, I'll refer to him as Bob. Bob reached out to me because one of his general sales managers who also reads this blog had been telling him that they need to invest in an inbound marketing strategy.

Bob had some interest but he was not convinced he really needed to do inbound marketing. To Bob, inbound marketing just seemed like a way to let salespeople off the hook and not have to do their own prospecting. (This idea could not be more wrong—but more on that in a minute). In addition to the lack of prospecting, Bob looked at inbound marketing as an expense that did not have any sort of ROI, at least in the short run. So, with all that said, Bob asked me if I could convince him that he should do inbound marketing.

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Topics: lead generation, inbound marketing, mattsunshine, media

Are You Using Your Sales Superpowers?

Posted by Matt Sunshine

August 23, 2017

Sales superpowers? Yes, really. To understand what I mean, please take a step back from the world of selling and focus instead on the process of buying.

The easiest way to wrap your mind around this is to consider a few common business-to-consumer (B2C) purchasing processes like buying a car, remodeling a kitchen, or selecting a college. Looking through that lens, it is easy to see how different the process of buying is today than it was only 10 years ago. I’m sure you would agree that the most notable difference is the amount of time the consumer spends researching in advance.

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Topics: lead generation, mattsunshine

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