As B2B marketers, we want to generate leads for the sales team. After all, delivering more leads increases the likelihood of winning more sales. Therefore, it's a cause for concern when the numbers aren't as high as we might like. And it can be disheartening when it appears that your carefully-crafted marketing campaigns are failing to make a discernible impact.
Often, however, there is a simple explanation for what is going wrong...Read More
How to future-proof your business with the new General Data Protection Regulation
by Julie Knight
There has been a lot of information published over the last few years regarding the proposed changes to the Data Protection Act, known as the General Data Protection Regulation (GDPR). This has left many people confused about what they need to be doing to keep on the right side of the law.
This blog provides answers to many of the key questions to help give a better understanding of what you should be doing now to protect your business for the future.
Topics: Data ProtectionRead More
For a fifth year, Marketscan is the proud winner of the ‘Outstanding Data Provider’ award at the annual Database Marketing (DBM) Awards.
When announcing the winner, the Award’s host, legendary BBC Breakfast presenter Bill Turnbull said, ‘It’s yet another victory in this category for Marketscan, but the business just keeps on developing and progressing so the judges had no hesitation in recognising them once more. The company’s B2B Megabase now contains over 3.2 million addresses and 5.5 million contacts and is at the heart of everything Marketscan does’.Read More
B2B marketing consultants provide an invaluable service to their clients. Today, it is harder than ever for businesses to capture the attention of the people that will most benefit from their product or service – the environment is noisier and more saturated.
Working with a marketing consultant can enable businesses to stand out and cultivate valuable relationships that will help them to thrive. Marketing consultants can identify opportunities to acquire more leads and customers and help organisations to achieve a higher return on investment from their marketing campaigns.
Yet B2B marketing consultants face the same issues as everyone else – they need to win more business; more clients. So, if you're working in this field, how can you achieve this?Read More
Leads are the Holy Grail of marketing – everyone wants them but acquiring them is not always an easy task. Furthermore, not all leads are equal. If we define a lead as a potential customer, then some leads are more promising than others.
Writing for Entrepreneur, Michael Brenner, Head of Strategy for NewsCred, emphasises the importance of differentiating between an "inquiry" and a "lead". He writes: "An inquiry is a person who has done something to express interest in understanding how to solve a problem. That problem may or may not be relevant to your product. Your job is to find out if the inquiry is relevant. [...] A lead is a qualified business opportunity."
Qualified business opportunities are what translate into sales. So how can you generate more leads from your B2B data?Read More
The power of email is not likely to dwindle anytime soon. Email marketing campaigns are cost-effective and have a high return on investment (ROI) when the right design and messaging are used.
According to the Direct Marketing Association's (DMA) National Client Email Report 2015, email has an average ROI of £38 for each £1 spent.
While it is not the only marketing channel you should use, email is a vital element of engaging with your potential customers. Therefore, it's important to get it right.
So how can you power up your B2B email marketing campaigns?Read More
Why data quality is so important in B2B lead generation
by Julie Knight
As B2B marketers, we want to generate leads. More than that, we want to generate the RIGHT leads, which will then turn into customers.
According to HubSpot, "a lead is a person who has indicated interest in your company's product or service in some way, shape, or form". In simpler terms, a lead is a piece of data: it is information about a person or organisation.
Therefore, when it comes to B2B lead generation, it's important to work only with clean, high-quality, targeted data. The best marketers then use this data to help form and cultivate relationships with their potential customers through their marketing campaigns.
The wrong data will generate the wrong leads. It's a simple equation, but it is all too easy to use data that isn't up to par, or that is a poor fit for your business. So why is data quality so important for B2B lead generation and how can you ensure that your database fits the bill?Read More
How an inbound marketing agency can use B2B data lists
Inbound marketing and purchased B2B data lists are not generally seen as perfect partners. Inbound uses carefully-crafted content to generate leads; with data lists, the leads have already been generated, so-to-speak. With inbound, people have chosen to interact with your company; with data lists, you are approaching them first.
However, the two do not have to be mutually exclusive. Purchased data lists do not have to be leveraged in a purely outbound context – instead, this approach can fall somewhere between inbound and outbound marketing. And, in fact, used in the right way, data lists can complement inbound marketing campaigns.
As an inbound marketing agency, how might you go about using data lists while still maintaining a holistic approach?Read More