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The LeadG2 Blog

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Matt Sunshine

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Recent Posts

How to Tell If You're Serious About Lead Generation

Posted by Matt Sunshine

April 14, 2017


You say you’re serious about building a lead-generation program using content (inbound) marketing. But are you?

Here are a dozen ways we tell the difference between the pros and the poseurs, between those who are deadly serious and those who just playing at it.

Lead Generation

Serious: Making a full commitment by establishing lead-gen as a priority, building out a complete plan, allocating resources (most especially, the human resources), setting goals, and measuring outcomes. 

Unserious: Dipping your big toe into lead-gen to see if it will work for you. No quasi-effort will deliver, but a commitment will.

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Topics: lead generation, mattsunshine

The Inbound Marketing Process that Produces Sales Results

Posted by Matt Sunshine

January 6, 2017


Many books and articles have been written on why inbound marketing is one of the most effective ways to attract prospects. It all makes perfect sense that you would want to put your business in the position to be the thought leader in your category, and at the same time give those same prospects an opportunity to raise their hand and let you know that they are interested. This concept is really catching on and smart business leaders are starting to take notice.
 

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Topics: lead generation, mattsunshine

How Often Should You Publish A Blog Post?

Posted by Matt Sunshine

December 28, 2016


Here’s a question that we've received a few times from regular readers of our blog:

What would you say is the right number of blog posts a business should post each week?

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Topics: content strategy, mattsunshine

Old School vs. New School Selling

Posted by Matt Sunshine

December 16, 2016


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

Email Marketing for Businesses: How Not to Write a Follow-Up Email

Posted by Matt Sunshine

October 26, 2016

In marketing and sales, we send a lot of emails. We thank people for downloading our content, we offer additional resources, we ask them if they have any questions, we follow up with them to see how they’re doing, and we ask for their business. We know that most people are dealing with full inboxes, so we try to make our emails short, relevant, and valuable.

Of course, I’m also a buyer of things, so people send me follow-up emails asking how I liked the eBook or whitepaper I downloaded. A recent email was a perfect example of what NOT to do when sending marketing emails. 

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Topics: email, inbound marketing, media, professional services

Lead Intelligence Is The New Black!

Posted by Matt Sunshine

July 22, 2016

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

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

Posted by Matt Sunshine

July 6, 2016

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

3 Steps to Generating Quality Case Studies

Posted by Matt Sunshine

June 17, 2016

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

Inbound Marketing: Do-it-Yourself? Or hire an expert?

Posted by Matt Sunshine

June 6, 2016

Note: This post first appeared on The Center for Sales Strategy blog.


If you are like the best companies out there, you have decided that your business would benefit from a strong inbound marketing initiative, and you’re probably right. Sticking your highly-paid salespeople behind their desks to make cold calls is way too expensive. And you know you could get a much better ROI with a strong inbound marketing initiative that generates quality leads. 

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Topics: internet marketing, lead generation, inbound marketing, Sales

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

Posted by Matt Sunshine

May 27, 2016


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

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