The Targeting Advantage: How Identifying Your Ideal Prospects Will Help You Close More Deals

While it may be tempting to cast the widest net possible when trying to attract new customers, this may not actually deliver the most—or the best—prospects. Today, growing your business doesn’t mean throwing a bunch of marketing dollars at generic campaigns and seeing what sticks; it’s about targeting the most ideal prospects in order to bring in well qualified, high-propensity leads from the start. A well crafted targeting strategy not only helps you cut down on the effort (and cost) required to find qualified leads while starting them farther up your sales funnel, but does double-duty by helping you hone in on the characteristics, needs, and buying processes of your ideal customers. With well-defined personas and segments, you can approach the right prospects with most relevant offers at the right time and increase the likelihood of closed deals.

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How to propel your lead gen activities with original content

Developing original content—like eBooks, guides, case studies, blogs, and whitepapers—can have a multitude of benefits to your business. Not only does it help you establish your brand as a subject matter authority in your area of expertise, but it can provide valuable material for driving and strengthening your lead generation campaigns. In this over saturated market, it’s essential to find ways to cut through the noise in order to reach customers. A well-crafted, informative piece of content can generate up to three times as many prospects as traditional outbound marketing and advertising tactics.1

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6 Landing Page Mistakes to Avoid

It’s safe to say that all businesses today leverage a website as part of their overall marketing strategy and a destination for lead gen campaigns and communications. Yet despite your best efforts, like many B2Bs, you might be finding that your campaigns are not generating the conversion levels you were hoping for—and it might be due to your landing pages (or lack thereof). Over 44% of B2Bs still direct prospects to their general homepage instead of tailored landing pages, despite research showing that targeted landing pages can increase conversion rates by up to 300%.1 In a competitive economy so driven by digital engagement, having an optimal landing page experience is essential. To help, we’ve compiled some of the most common landing page mistakes, along with the best practices to help you improve them:

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5 Best Practices For a Successful Paid Search Campaign

Google reports that it processes an astonishing 70,000 search queries every single second, equating to over 2-trillion global searches each year.1 With volumes that enormous, who would want to pass up the opportunity to capitalize on all that traffic to get noticed and drive new business?

With a successfully executed Google pay-per-click (PPC) campaign, businesses generate an average of $2 in income for every $1 they spend,2 which makes it seems like a no-brainer – yet it takes a little extra effort to create a campaign that will generate a return. Here we’ve compiled some paid search best practices learned from developing more than 100 Microsoft Partner digital campaigns.

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The “3-30-3” Rule: Does your marketing content measure up?

So you’ve decided to incorporate a content strategy into your marketing plans—great! While numbers show that conversion rates trend at six times higher for companies leveraging content marketing than those that don’t,1 simply putting content out there doesn’t guarantee it’s going to resonate with your customers. In a previous blog, we discussed some of the key best practices for a content marketing strategy, including the value of quality over quantity and talking to your audience’s specific needs and concerns. But even if your content is highly relevant and well executed, in today’s fast-paced world it can be particularly challenging to catch – much less keep – a prospective buyer’s attention. Well, that’s where the “3-30-3” rule can help guide you in crafting content that draws readers in and makes an impact.

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THE IMPORTANCE OF VIDEO MARKETING

Among the many channels and strategies for marketing today, there is no denying that video has slowly taken over as a top, if not the top, form of engagement and an essential part of any marketing plan. With 66 percent of B2B buyers reporting they prefer to learn about a product or service through video versus reading text,1 it is no surprise that it has become the most commonly used format in content marketing, overtaking both blogs and infographics.2 Not only does well-crafted, useful video content better engage and inform today’s buyers, but it also helps dramatically improve the results of your related marketing efforts, from social media to SEO and email campaigns. Over 80 percent of marketers utilizing video content find it has directly contributed to increased sales.3

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Demand Generation Strategies That Drive Results

So you want to grow your business, sell a new product or service, or just drive additional revenue – but where do you start? In today’s competitive, saturated market it can be difficult to cut through the white noise and effectively engage your prospective customers while providing a measurable return on investment (ROI). There are a variety of demand generation strategies that can help companies to do just that, yet it is key to find the right approach for your particular audience that both supports your brand’s goals and is something that you can commit to maintaining. Demand gen takes time and effort, and there is no point in jumping headfirst into strategy that you can’t keep up with or dedicate the appropriate time and resources to.

It is also essential to first spend some time identifying your target buyer personas and segments, as well as understanding their unique pain points and needs, which will allow more tailored messaging and amplify the impact of your campaigns. With a little effort, implementing a successful, targeted demand gen strategy can not only increase your overall brand awareness, but help to drive better qualified leads that are more likely to be interested in what you’re selling.

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How and Why to Implement a Content Marketing Strategy

In today’s over-saturated market with an abundance of choices for nearly every type of product or service, finding new ways to stand apart from the competition is paramount in order to remain successful. One of the quickest and most effective ways to do that is by implementing a content marketing strategy. On average, conversion rates are six times higher for companies and brands using content marketing than those that aren’t.1 Content marketing not only serves as a way to educate and inform your customers about your brand or product, but also helps to set you apart and establish your brand as an authority on the subject. Read more