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The LeadG2 Blog

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Why Managers Fear Change, and How We Limit our Success by Avoiding It

Posted by Laura MacPherson

September 1, 2017

Everyone fears change to some degree. There’s a psychological reason why the thought of shaking things up at work makes us nervous, and why we’re uncomfortable transitioning to new systems. Psychologist and researcher Heidi Grant Halvorson, PhD, explains that humans are wired to avoid change.

Fear of Change Hurts Us

But fear of change hurts us, because the world is changing. Consumers have access to new technologies. B2B buyers have choices they didn’t used to have. People are evolving and adapting their buying habits. They take advantage of voicemail and caller ID, and their eyes have become trained to focus only on what they have to. They’re listening to what their peers have to say about their business challenges (and about the companies who sell solutions to those challenges) on social media.

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Topics: inbound marketing, Sales, lauramacpherson

Your Brand’s Competitive Advantage: Relationship

Posted by Laura MacPherson

August 25, 2017

In an age where we’re all spending 12+ hours a day staring a screen, where nearly everything is automated, people crave the human element. They crave relationship. The need for human connection is why social media is so popular—in spite of the fact that it’s also elusive on online platforms.

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Topics: professional branding, media, lauramacpherson, professional services

5 Ways to Write an Interesting Blog Post on a Boring Topic

Posted by Laura MacPherson

August 14, 2017

B2B businesses aren't as fun and exciting as B2C businesses, right? Well, you may not be selling sexy sports cars or hot new smartphones, but B2B doesn't have to be boring. Even if you're a CPA firm or a software development company or staffing agency. Here are five strategies you can use to transform boring topics into interesting blog posts that people will want to read.

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Topics: media, lauramacpherson, professional services, blogging

Is There a Difference Between Inbound Marketing and Lead Generation?

Posted by Laura MacPherson

August 4, 2017

Marketing is notorious for its jargon. And while the terminology itself isn’t really important, what you do need to know is how these strategies and tactics can help you. In this post, we’re going to look at inbound marketing and lead generation, and what each can do for you.

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Topics: lead nurturing, lead generation, inbound marketing, media, lauramacpherson, professional services

5 Tools to Position Yourself as an Expert in Your Field

Posted by Laura MacPherson

July 21, 2017

If you’ve got rare disease, you’re not going to rely on a family doctor for treatment. You need someone who knows everything there is to know about the specific disease you have. You’ll pay more to go to a specialist, but you’ll gladly do so if it means getting rid of your pain.

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Topics: thought leadership, inbound marketing, media, lauramacpherson, professional services

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

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

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

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