Paul

Before Generating Sales Leads, Get Your Ducks In A Row

Most sales and marketing pros focus on generating sales leads. “Just get people to the Website!” or “Just make the phones ring and our sales people can take it from there,” are common demands of marketing teams. Then the advertising and PR hit the magazines, the PPC keyword ad program tops the search results, the companion direct mail – email drops. Did the campaign work?
This company will never know for sure because the free download and contact form on their Web site weren’t working. Just how many hot prospects submitted the form and never heard back they’ll never know. In the zeal to take an aggressive approach to boosting sales, it’s easy to overlook the importance of having the back end setup to handle the response.

Here are five back end items to consider before launching your new lead generation program:

Tradeshows Reach Same People as Trademags, Btw

Tradeshows were thought to be dead circa 2002 yet nobody told the thousands of manufacturers and distributors that continue to invest in exhibit space. In fact, tradeshow attendance has been impressively strong for years. But it struck me as rather odd that some of the industrial marketing professionals who make sure to budget handsomely to exhibit at a few key tradeshows every year bristle at the idea of advertising in the key trade magazines that reach the exact same people they’re trying to reach at the tradeshows.

Paul Entin in the News! Comments for CNBC, NY Times, Internet Retailer

An effective public relations program integrating feature articles, press releases, videos and other content delivers quantifiable returns as sales leads, clicks and social media engagement. But its more powerful abilities have a hard time fitting into a metric that can be neatly measured like clicks. Among these abilities are buzz, brand recognition, positioning for leadership and more.

We know who they are and they won’t buy…

When you get a phone call or email out of the blue from someone you don’t know from a company you don’t know selling something you’ve never heard of it isn’t very likely you’re going to give it much attention – you’re certainly not likely to buy anything. Wouldn’t it put you, the salesperson, in a stronger position if you could get the prospect to call you first?

How to take advantage of your trade show marketing profile page

A review of exhibitor trade show profile pages and corresponding Google Analytics accounts for several manufacturers reveals companies uploading news, articles, spec sheets and other content marketing to their trade show profile pages attract more Website traffic and sales leads from show attendees than those that do not stock their profile pages with quality content. What a shocking surprise! Yet from a review of the online exhibitor lists of most industry trade shows, many companies do not take full advantage of their exhibitor profile pages.

If you plan to exhibit at an industrial trade show, take a look at these opportunities to stand out from the competition, get noticed on the Web and even boost organic search results using your online profile page or showroom:

How to B2B marketing like top retailer

Manufacturers that deliver sales messages via multiple channels at the same time, all the time, enjoy higher name brand awareness, more leads and Website traffic, and greater sales opportunities than competitors. Retailer Tahoe Dave’s serves a potent lesson in how to launch an integrated marketing program.

How to determine marketing budget for B2B

I’m often asked how much money to budget for B2B marketing – usually towards the end of the year when annual budgets are being developed. Most people already have a ballpark number in mind. And they wonder what other people with companies of a similar size are budgeting – isn’t there a basic starting point? As a starting point or rule of thumb, budgeting two percent of sales has a long tradition but from a review of several different companies, it doesn’t really work for many companies at all.

Best Advertising in Powder Bulk Solids August 2018

For our latest advertising spotlight, these ads earn applause for standing out in the August 2018 issue of Powder/Bulk Solids. Since it reaches 37,040 print subscribers plus thousands more digital edition subscribers and costs several thousand dollars per page, advertisers would be wise to pay attention to what drives response, consider the needs of the target audience, minimize techno-speak and avoid being too cute and clever.

Best and Worst Advertising in Packaging World July 2018

Advertising in Packaging World reaches nearly 60,000 print subscribers plus thousands more digital edition subscribers and costs several thousand dollars per page so advertisers would be wise to take full advantage of the exposure and work hard to ensure a healthy return on the investment. Some companies failed. Here are the best ads in the July 2018 issue.

10 Ways to Write Stronger Personnel News and Get Free Publicity

Nearly everyone reads, or at least skims, the personnel moves sections in magazines and email newsletters to see what competitors are up to, what long lost colleagues are doing and to find new prospects. While nearly everyone looks at these news items about new hires, promotions and other staffing news, nearly everyone overlooks that placing company news in these sections not only scores points with the featured staffer but it also creates an opportunity to promote the company and its products and services.