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The LeadG2 Blog

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Can You Answer These 9 Questions About Your B2B Prospects?

Posted by Dani Buckley

February 6, 2018

When it comes to developing a strategic marketing plan or sales process, one of the first things we recommend any company to do is to get a clear and accurate understanding of their customers and prospects. What’s key here is that this profile (commonly called a Target or Buyer Persona) is based on research, not assumptions. Which means you’ll need to conduct some actual research (or hire a company like LeadG2 to do it for you). The most effective way of doing this is with a mix of online surveys and live interviews. The surveys allow for a large sampling size, while the interviews allow for a deeper dive and further understanding. You can dive a little deeper into what that target persona survey process might look like here, but for the sake of this article we’ll be focusing on what it is exactly that your Target Persona should tell you about your B2B prospects so that you can have better and smarter marketing, content, and sales conversations.

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Topics: content strategy, understanding target audience, sales strategy, danibuckley, target personas, marketing strategy, marketing strategies and tactics, b2b

How Often Should You Publish A Blog Post?

Posted by Matt Sunshine

January 30, 2018


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

Owning the Tool Doesn’t Make You an Expert

Posted by Dean Moothart

October 2, 2017

Do you want me to build a house for you? Probably not. You could make sure I had everything I needed to build a beautiful house for you—lumber, bricks, nails, cement, pipes, wires, etc. You could even make sure that I had all the right tools—hammers, saws, ladder, etc. But you probably still wouldn’t want me to build your house. In fact, I can guarantee that even if you supplied me with all of the materials and tools needed to build a house, you would be terribly disappointed with two things. First, you would be disappointed with how long it took me to deliver the finished product. And second, you would be even more disappointed with the quality of that final product.

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Topics: content strategy, inbound marketing, media, deanmoothart, professional services

5 Ways Content Strategy Helps You Fill Your Sales Pipeline

Posted by LeadG2

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

Sales Content that Helps You Make More Sales

Posted by Dean Moothart

May 12, 2017

Are you asking your sales team to perform with one hand tied behind their back or blindfolded? Maybe you’re not hindering their ability to sell to that extreme, but many organizations are creating unproductive environments when they don’t provide their sales teams with the resources they need. Often the scarcest resource of all is content the sales person can use to at various stages of the sales process. Research indicates that sales reps can spend up to 30% of their day looking for or creating content (KnowledgeTree). It’s getting more and more challenging to capture the attention of a prospect; uncover a need and opportunity; demonstrate value; and maneuver through the increasingly complex decision-making processes of our prospects. Having the right content to share with a prospect in just the right format and at just the right time can be invaluable.         

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Topics: content strategy, inbound marketing, Sales, inbound sales

How Effective Content Can Help You Speed Up Your Sales Process

Posted by LeadG2

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

Do You Have a Content Strategy or Just a Lot of Content?

Posted by Dean Moothart

April 28, 2017

 

There are two extremes that I’ve observed with many organizations’ inbound marketing strategies. On one end of the spectrum are organizations whose inbound marketing program is almost non-existent. They tell me they’ve been doing inbound for several years, but when I look online I don’t see any evidence of it. I don’t think you’re really doing inbound marketing if your last blog article was published in 2015 and the only call-to-action is promoting an “upcoming” webinar that was held in January. 

At the other extreme are organizations that have more newly published content than the Sunday New York Times. As a staunch proponent of inbound marketing, its these examples that make me smile. But as I dig deeper, I often discover that much of the content is self-serving and probably irrelevant to most of their visitors. Do prospects really care that your firm was named one of the top family friendly businesses in Southeast Minnesota or that your employees volunteered to pick up trash in a park? That’s great stuff. I applaud you. Keep in mind, however, that those types of articles don’t do much to educate or inform your potential prospects.

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Topics: content strategy, inbound marketing, deanmoothart

Brainstorming is the Key to Sustaining Content Development

Posted by Dean Moothart

April 19, 2017

For many organizations, the biggest challenge of sustaining a successful inbound marketing strategy is consistently publishing fresh, relevant content. Many marketers come out of the gate strong and fast when their inbound marketing strategy is initially launched. They have a plethora of ideas that yield a consistent supply of new blog articles, eBooks and white papers.

At some point, though, they seem to “hit the wall.” Life happens. The tyranny of the urgent gets in the way of what’s truly important. Instead of creating content to prime the lead generation pump, their days become consumed with putting out the latest fire and dealing with everyday business. Publishing a couple of new pieces of content per week evolves into publishing one new piece of content every couple of weeks or even months. The publishing gap grows longer and longer until eventually it stops all together. We’ve all seen websites and Twitter profiles that appear to be abandoned. When that occurs my first thought is “I wonder if this company is still in business?” Certainly, not the best first impression you want to make with a new prospect.     

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Topics: content strategy, inbound marketing

HubSpot’s Inbound 2016 from 2,016 Feet Up

Posted by LeadG2

November 16, 2016

 

The Marketing and Sales Journey Continues….

Last week, we spent 3 days with 19,000 other attendees at HubSpot’s 2106 conference. 

In the coming weeks, you’ll be seeing a lot of blog posts on new products announced, summaries of sessions, key takeaways, and so forth—including the insights from the LeadG2 team—so we thought we would share a different perspective and insights on what we took out of the conference.

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

Content Writing Tip: Content Calendars and Holidays

Posted by LeadG2

March 4, 2016

If you are a regular subscriber to the LeadG2 blog (if not, click here to subscribe), you probably already know that by generating content that’s of interest to your target persona, you can attract new visitors to your website and convert them to leads. However, if you are just getting started with developing your inbound marketing (aka content marketing) program, you might be at a loss for where to start with developing content. I came across a great article about using holidays in the content marketing process, and wanted to share this with you so that your content marketing program can benefit from the many holidays on the calendar.

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Topics: content marketing, content strategy, media

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