8/23/2010
For some buyers, the process takes a week, for others it takes a year or more. A blog from Richard Pedersen, President and CEO of The ROM Group, describes the new way buyers buy. The Purchase Decision Process consists of five stages:
- Discovery: buyers realize they have a problem and begin seeking someone or something to help them solve their problem.
- Information: buyers are actively finding information that answers their questions, solves their problems or shows them how to accomplish a task.
- Endorsement: buyers read and see what their peers are saying about a product or service.
- Proof/Demo: buyers want to make sure the solution accomplishes what they need it to do.
- Conversion: buyers want to purchase the product or service in a way that is easy for them.
A key thing to note about this process is that buyers want to move through steps 1, 2, 3 and 4 before wanting to have an interface with a sales person. A company can overcome this challenge with a Lead Nurturing program and remain in front of the buyer until they decide to buy.
Lead nurturing helps you stay in front of a buyer and walk them through the Purchase Decision Process the way the buyer wants to. As a result, Marketo found that companies who employed lead nurturing best practices:
- Generate 50% more sales-ready leads at 33% lower cost per lead, because their leads are recycled and brought to maturity
- Reduce the percentage of leads ignored by sales (from as high as 80% to as low as 25%)
- Increase sales win rates on marketing-generated leads (7% points higher)
- Reduce “no decisions” (6% points lower)
- Have more sales representatives make quota (9% higher)
- Enjoy shorter ramp up time for new reps (10% decrease)
To learn more about the benefits of lead nurturing and how it helps you reach your revenue growth goals, visit our resource center >
8/20/2010
Are you having a hard time getting through to your buyers? Are you drowning in Google results? Are you struggling to get a return from traditional publishing? Producing and publishing eBooks on your Web site may be just the solution you are looking for. eBooks are proven to enhance your findability online and help you stay in front of the buyer until they are ready to buy.
Before diving into the benefits of eBooks, let’s first look at what an eBook is:
- An online book that provides answers to questions, solutions to problems and “how to’s”
- Frequently published as a PDF
- For marketing and sales purposes, not a literary novel, but used to nurture leads to sales ready
- Like a Power Point presentation, but tells a story without a presenter
- Visual story: includes images, graphics and design
- A quick read, varying in lengths
- Informational or persuasive
- Not used for directly selling a product or service
- Used online and can be printed out as a handout
Get Found Online
Nearly 80 percent of buyers seek information online, before talking with a sales person. This means they are online, using search engines to find solutions to their problems. While searching for the same thing, you and a peer are more than likely to use very unique search phrases. Your buyers are no different than you, but there may be thousands of them, all with their own thousands of individual search phrases– making SEO virtually impossible. These phrases are called longtail search phrases. The only way to get found in the myriad of search phrases is to publish relevant, granular content that is found in eBooks.
Google relies on Web site content for the most relevant match between the search phrase and your Web site’s content.
Stay In Front of the Buyer
Every buyer goes through a series of steps called the Purchase Decision Process before they decide they are ready to buy. At every stage in the process, buyers are looking for answers to their questions, solutions to their problems and "how to’s," teaching them how to accomplish a task. eBooks are great delivery mechanisms for this information.
When to choose an eBook format?
An eBook is not the cure all, solve all. It is a tool, and not the silver bullet. The key is to know your audience and understand how they like to receive information. For time-deprived experts, an eBook is a great method for breaking down complex topics.
Discover how to create eBooks that engage your buyers with this eBook. "eBooks Made Easy" shows you how to write compelling headlines and introductions and provides easy-to-use body templates.
8/12/2010
Let’s first look at what lead nurturing is and how it can help you.
A recent blog, "Leads, Sales and Marketing: Tapping the Well and Filling the Gap," describes the dilemma that nearly 98 percent of U.S. businesses find themselves in today; almost 80 percent of their leads, potential sales opportunities, never receive follow-up primarily because they aren’t ready to buy today.
For two reasons:
- Sales and marketing have different definitions of sales-ready
- Sales doesn’t have enough manpower to nurture nearly 75% of leads for up to 18 months
Lead nurturing takes the burden off sales and helps you identify nearly 200% more qualified leads than leads in your existing lead database.
Lead nurturing is not:
- A medium for prompting potential buyers to buy at every encounter
- A free pass for spamming buyers
- As simple as an eNewsletter
- Randomly calling buyers and asking if they are ready to buy
Lead nurturing is an organized process, with these 7 key features:
- Valuable content
- Lead segmentation
- Reaction to buyer behavior online
- Calls to action (generally not to buy, but get more information)
- Testing measures
- Automated process
To learn more about the automated lead nurturing process, download "The 7 Key Features of a Successful Automated Lead Nurturing Program." The one-page article provides a deeper look at the 7 features described in this blog.
8/10/2010
The Internet is growing the barrier between you and your buyer. The power of the Internet continues to change the environment we find ourselves in. Only a short time ago, sales was the “in” to a company: the only way to get information about products and services. The Internet, however has changed this. Buyers ardently believe that if they need to know something they can easily Google it, whenever convenient to them. On top of this, they believe they don’t need, or prefer not to talk with a sales person until they are ready to buy or need help in defining a specific solution.
How can you get your foot in the door or even grow a relationship with a lead in this environment toxic for sales? Consider these facts as you plan how to cope:
The case:
80% of buyers go online to get information, before referring to a sales person.
• 20% of buyers search for solutions on social sites (Nielson Online)
• Social sites refer more Web site visits than Google (Nielson Online)
• 15.2 billion core searches were conducted in January 2010 (comScore, Inc.)
• U.S. Internet users watched 32.4 million videos in January 2010 (comScore, Inc.)
• LinkedIn has more than 60 million members in 200+ countries and territories (LinkedIn.com)
The problem:
Only 25% of leads buy within the first 6 months.
• 80% of leads never receive follow-up, because they aren’t ready to buy today (www.thecustomercollective.com)
• 75% of leads take up to 18 months to convert (www.sales-lead-experts.com)
• Most buyers don’t want to speak with a sales person until they are ready to buy
The solution:
Lead nurturing can help you identify up to 200% more qualified leads from your existing activities. (Siriusdecisions)
Organizations using best practices in lead nurturing enjoyed:
• 18% higher revenue
• 9.3% higher sales quota achievement
• 7% higher win rates
• 100% increase in deal size (Rubicon Marketing Group)
To learn more about lead nurturing, follow this blog or join the conversation on LinkedIn.
8/5/2010
An asset secures your future. It ensures that you will be around, making money 20 years from now. But like a building, what if you don’t take care of it? The walls crack, the paint chips and the roof begins to leak. You have just wasted an asset. In the same regard, your lead database is an asset that needs TLC, a.k.a. tender loving care, to ensure that you have revenue flowing in today and years to come.
According to sales consultant M.H. "MAC" McIntosh, purchase timing for sales leads is:
- 25% buy in the first 6 months
- 25% buy from 7- 12 months
- 25% buy from 13-18 months
- 25% buy after 18 months
Due to this sales cycle 70 to 90 percent of leads never receive follow-up, and huge revenue opportunities are missed.
So what are factors that create this gap?
#1 The Gap Between Sales and Marketing
In simple terms, marketing and sales have differing definitions of a "sales-ready lead." To marketing, a sales-ready lead has a business problem their company can help solve. Therefore, it should be handed to sales for prospecting. To sales, however, a sales-ready lead is ready to buy, today. If marketing sends leads in this way, sales simply does not have enough time or manpower to nurture leads in today’s buyer-centric world.
#2 Sales people have incentives to close sales today, not spend time with warm leads.
On top of this, most of the leads generated today aren’t ready to buy today, but within the next twelve months or more– increasing the length of time and work sales has to close a sale. Sales people need to see a carrot in order to follow up with a lead. They get paid for closing sales, not nurturing leads that might buy up to 18 months from the time generated.
The current sales and marketing system is broken, and organizations are missing huge revenue opportunities.
To learn more about the gap and what it is costing you and your organization, visit our resource center. We have articles, eBooks and white papers that discuss the current gap and solutions that fit today’s demands.
8/3/2010
Do I or don’t I have to do social media? Does social media win me more sales? Grow my revenue? A lot of discussion surrounds whether or not there is an ROI for social media in the B2B space. Consider, however, the consequences of not taking on social media:
- You are not positioning yourself where the buyers are (online)
- You are less likely to be found by Google and Bing
- You are not managing your brand online
- You are not positioning yourself as a thought leader or innovator
- You are not strengthening your employee recruitment and retention
- You are not engaging your audience
- You are not able to listen to what your buyers are seeking
Is financial ROI hard to track? Yes. But social media is measurable, and with Web analytics, will overtime, result in a hard ROI. Look at the social media returns you can start tracking today:
- Web site visits
- Page views
- Time on Web site
- Referring sites
- Keyword rankings
- Followers, friends and fans
- Leads
- Speaking opportunities
- Engagement
- Downloads (articles, white papers, case studies, videos, etc.)
Social media on its own is like a brochure without a sales person. It does some of the work, but is really dead in the water without a complete marketing strategy surrounding it. For instance, if you were to bring a potential buyer to your Web site via social media, what would keep them engaged with you? If you had content that provided answers to their questions, solutions to their problems or how-to’s they were seeking, your rate of engagement goes through the roof.
To learn how a social media investment integrates into a complete marketing strategy that drives leads and conversion rates, get our free eBook: 5 Steps to Help You Increase Revenue From New Customers: Without Adding More Sales People.
7/29/2010
Show Off: 3 Effective Ways to Have Your Buyers Experience Your Product Before They Buy
I understand we talk a lot about not talking about your product - shift from product-centric messaging to buyer centric. Well, here is the exception. Proof/Demonstration is the third stage of the Purchase Decision Process. In this stage buyers are seeking to experience the product or service to make sure it will solve their problem before they make the decision to invest heavily. They are looking to you to give them the in’s and out’s of the product or service.
 Here are three effective ways to do this:
- Product demonstrations: If you have a tangible product, video is a great way to demonstrate your product.
- Free trial: Give your buyers a chance to try your product for free.
- Low-risk offer: For professional service firms who don’t necessarily have a tangible product or service, offer a low-risk, discounted or free initial planning session.
To learn how to integrate product experiences into a complete program that will help expedite a lead to sales-ready; download our free eBook,
Five Steps That Will Help You Increase Revenue From New Customers.
7/27/2010
George Kerwin, President and CEO of Bellin Health, explains the value of research received from The ROM Group.
The buyer centric insight into retail health care that The ROM Group delivered allowed Bellin to not only enter into a new market successfully, but grow its existing primary care practice. Buyer centric research is not about asking customers their opinions or what they think of your product. These questions are separate from the product and the brand; they focus on the customer’s lives and explore their experiences. These questions will reveal struggles and frustrations customers have.
In Bellin’s case, buyer centric research defined the customer’s problem with the current system. The traditional health care model at the time provided patients two points of entry into the system: primary care and the emergency room. With primary care, patients would have to wait a day or in some cases days before getting an appointment. In the physician’s office, at the appointment, patients would then have to wait further for simple, common treatments. On the other hand, if patients utilized the emergency services, the waiting time grew significantly along with financial costs. Customers were growing frustrated with the existing system.
Bellin’s customers wanted a solution that was both quick and easy for basic treatments, and Bellin was able to deliver.
“I would use ROM for other research projects,” said Kerwin.
View the videos here>>>
7/22/2010
Win A Free, Custom eBook
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What’s included:
• Interviews with your subject matter expert
• Secondary and Qualitative Research
• Copy writing
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• A digital, ready-to-post eBook
• A guide on how to use the eBook to drive leads and revenue
The first twenty-five to enter are eligible to win. The winner will be posted on our blog.
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7/19/2010
5 Ways to Give Buyers the Information They are Seeking
Buyers are hungry for information before they make a decision to buy. They want to have all the answers to their questions. They want to know how to solve their problems and how to accomplish tasks in the most efficient manner. By providing this information to them, when the time comes, they will buy from you.
 Here’s how to give buyers the information they are looking for:
1. Listen in social media: Use Web 2.0 tools such as: Social Mention, Google Alerts, Google Blog Search, Google search on specific content topics, forums, and targeted LinkedIn and Facebook groups. Be alert and document their complaints, concerns, what they see as valuable and what they need.
2. Read industry articles: In industry publications, pay close attention to your buyer’s quotes. From the mouths of your buyers, you will be able to deduce exactly what information they are seeking.
3. Track trade association activity: These groups often provide conferences with speakers on various topics they know are very important to the majority of members.
4. Web analytics: Web site add-ons and search tools, such as Google AdWords, will allow you to get a gauge on what content is popular.
5. Customer surveys: Instead of asking buyers what they think of your product or service, ask buyers what problem they have with a task involving your product or service.
To find out how to turn this raw material into a powerful eMarketing tool, download our free eBook: How to Create eBooks That Drive Leads and Increase Revenue.
7/15/2010
Don’t Play Hide and Seek With Your Buyers: Discover How to Increase Your Find-ability
At one point or another when experiencing a problem, you went online or attended a conference to search for a solution. You needed to increase your monthly widget production or needed to learn the best way to make a 3/4 inch hole in a one-inch thick steel panel. You wanted to find information about a solution available. The keyword is “find.”
Your buyers are trying to find a solution that you offer. You help buyers find you by being where they are and providing the information they seek– web visibility and location visibility.
Web visibility
Optimizing your find-ability online is critical when nearly 80 percent of buyers seek information online first. Here are a few ways to increase your Web visibility:
- Generate deep, authentic content: Google relies on Web site content for the most relevant match between the search phrase and your Web site’s content.
- Leverage social media: Both Google and Bing have incorporated social media feed content from Facebook, Twitter, and LinkedIn into search results and algorithms.
- Utilize content sharing sites: Like social media sites, search engines pay a lot of attention to content sharing sites, such as YouTube, Flickr and SlideShare.
- Keep an updated blog: Search engines pay more attention to a frequently updated blog than to Web pages.
Location visibility
Location visibility is all about being where the buyers are: where they spend time and where they go for information.
- Tradeshows: Tradeshows are excellent places for B2B companies to capture leads.
- Trade associations: Trade associations are hungry for informational content and will work with vendors who strive to do purely that.
- Webinars: The key to a successful webinar is to partner with a highly visible partner.
- Speaking events: Where there is an audience of buyers, you will have to present highly-valuable content and capture leads.
How do you create web visibility? Continue this conversation with us on Twitter using the hashtag #findme.
7/13/2010
Win More Sales by Discovering How Buyers Make the Decision to Buy
Every buyer goes through a series of steps before they decide they are ready to buy. At every stage, they are looking for content that gives them the information they need to make a decision to buy:
o Answers to their questions
o Solutions to their problems
o “How-to’s” that show them how to accomplish a task
While there is a time for sales people and sell sheets, during this process, buyers want to find the information themselves. And if you don’t provide them the content they need online, they will go somewhere else, leaving you behind. On the flip-side, if you do provide the information buyers are seeking, you will guide them through the steps to purchase-ready and win the sale.
These steps are called the Purchase Decision Process. When you know these steps and help fulfill buyers’ needs at each step, you will drive leads closer to purchase-ready and stay in front of the buyer throughout the process:
1. Discovery: buyers realize they have a problem and begin seeking someone or something to help solve their problem.
2. Information: buyers are actively finding information that answers their questions, solves their problems or shows them how to accomplish a task.
3. Endorsement: buyers read and see what their peers are saying about a product or service.
4. Proof/Demo: buyers want to make sure the solution accomplishes what they need it to do.
5. Conversion: buyers want to purchase the product or service in a way that is easy for them.
In the following blogs, we will discuss how to fulfill buyers’ needs in each step. Or if you can’t wait, download our free eBook: 5 Steps to Increase Sales From New Customers.
7/12/2010
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 From the Desk of Rick Pedersen: The New Way to Capture Buyers
Like me, most of you can remember a time when the Internet did not exist. We all relied heavily on newspapers and magazines for content and reviews and always sought a sales person to give us the information we needed to make a decision to buy something. I distinctly remember waiting for my Consumer Report in order to get the product reviews I needed.
Today, however, we have the Internet. When trying to buy car seats for my grandchildren, my wife and I went online and searched for car seats. Not having been in the child rearing stage for quite some time, I needed to learn what car seats were available, what types we needed for the kids and then compare prices and features. We found all this information online when we wanted it. Then we made our decision, went to the retail store and bought the car seats we chose.
Now, I know my purchase decision experience is not unlike most of your purchasing experiences, either personally or in your business. I didn’t want or need to talk to a sales person, or wait for someone to review car seats for me. I took it into my own hands to get the information I needed to make a decision.
 This is why we must become buyer centric– give buyers what they want instead of what we want to sell. Buyers want content that fulfills their Purchase Decision Process needs. In my situation, I needed to discover what car seats were available, what features they had, how much they were, where to find them and the list goes on. When buyers get all the information they need, they will make a decision to buy. If you are in front of them the entire time and are very helpful, they will buy from you.
In our next blog, we will explain the Purchase Decision Process every buyer goes through and provide several ways for you to help buyers fulfill their content needs at each step.
Also, follow us on Twitter for content similar to this.
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7/7/2010
5 Ways to Efficiently Keep All Your Leads Moving Towards Purchase-Ready Today
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Research shows that only 2 percent of leads generated today are purchase-ready. And as it turns out, the remaining 98 percent are not just tire kickers; they will buy within the next 12 months. So how can you efficiently cultivate those leads and continually stay in front of them until they are ready to buy?
For business owners on a tight budget looking to increase the percent of new leads that close, this eBook will present 5 actionable steps that will dramatically increase:
- Sales from new customers by 20 percent
- Web site visits and engagement by 100 percent +
- The number of registered leads by 100 percent +
Download the eBook HERE>>>
For more information like this, follow our blog.
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6/30/2010
Sales? Economic Recovery? Offshore Competition? What Are Your Biggest Marketing Challenges for 2011?
What is your biggest marketing challenge for 2011? Take the survey and see the results of those who took it before you.
Take the survey now>>>
In addition to this, we use the survey results to provide you the best information to help you solve your problems, answer your questions and show you how to do the tasks you want to learn how to accomplish to increase your success.
Follow this blog for more surveys and survey results throughout the year.
6/22/2010
More than 80 percent of buyers are online and making decisions online. They aren’t making decisions because you tell them you are the best and they should buy from you, but simply because you give the information they need to make a decision on their own.
Wisconsin’s local grocer, Festival Foods, was recently interviewed by the Green Bay Press Gazette about their use of social media. They are currently on Facebook, YouTube and Twitter. Festival Foods posts videos of Wisconsin’s Mad Dog & Merrill, grilling experts, to discuss recipes and cooking tips. The grocer also has a blog with cooking tips and recipes.
Now you may be wondering how often you or anyone else goes online to find information about a grocery store. Have you ever had to make dinner and can’t think of anything to cook? Chances are you went online to find a recipe and did a search using Google or Bing. Since the social sphere (blogs, social media sites, content sharing sites, etc…) is more frequently scanned by search engines, these sites rank high on result pages. In using social media, Festival Foods is increasing their chances of being found and is nurturing their buyers to buy from them.
Magic!
In the same article, Dana VanDen Heuvel, President of MarketingSavant, said that companies that are successful in social media have been doing it for a while and ‘really understand where people are in their audience.’ The take-away here: Know who and where your buyers are.
We can’t be sure if Festival Foods knows exactly where their buyers are or if they just selected three big-time social media tools, which is a great start. But in order to be most efficient in the social sphere, you need to know who your buyers are and where your buyers are.
Check out our latest post, 9 Steps to Increase Leads With Social Media, to learn how to create a social media strategy that gives you the biggest bang for your buck.
6/16/2010
Much has been said about leveraging social media to sell. But the real value of social media is its power to increase Web visibility– ultimately leads. According to Nielson Online, nearly 20 percent of people on social media use social networks as their core navigation tool. They search for valuable content within social networks, which directs them to a Web site.
The chart below shows that the number of site referrals from social networks is greater than the number of referrals from search engines.
Both Google and Bing have recognized the trend. They have incorporated social media feed content from Facebook, Twitter, and LinkedIn into search results and algorithms.
After being referred to a Web site, buyers can register for valuable content and become your leads.
Here is how to effectively plan and manage a social media investment:
1. Determine Goals: It is hard to stick to a plan or make the plan better when you have no objectives. In the front-end, determine what you want to receive from investing in social media:
o Do you want to increase the number of Web site visits?
o Do you want to increase the number of clicks on your site’s content?
2. Conduct Research: Find out: what content your buyers value; what your competitors are doing and saying (or not saying); where in the social sphere your buyers spend time to find answers, solutions and how-to’s. You shouldn’t choose a social media tool (i.e. Facebook, Twitter, LinkedIn, etc…) without doing research first. This step, while it may require some hard digging, will show you where you need to invest your time in order to be efficient.
3. Create a Strategy: After you have found out where your buyers are and what content they are looking for, you can build a strategy that integrates this information with your goals. You need to be in alignment with the buyer and the market in order to be effective in this space.
4. Select Social Media Tools: Some professionals are more comfortable in a structured forum than in the Twittersphere. Some buyers want to receive information via video rather than blogs or whitepapers.
KNOW YOUR BUYER! In order to have any impact in social media, you need to know what your buyers are looking for and where they are. It doesn’t make sense to spend several hours a day on Twitter when your buyers are not there; you will not get any return on investment and will miss out on the power of social media.
5. Define ROI Metrics: In order to prove the return of a social media investment, you need to set up a list of metrics you can report on:
o The number of times you came up in a search
o The number of people being referred to your site from social sites
o The number of content registrants
o The number of times each piece of content was downloaded
Report on these metrics regularly.
6. Train Your People: No matter if one person or your entire company will be on social media, make sure they clearly understand:
o Your goals
o The fundamentals of marketing
o Practices that increase success rates
o Practices that contradict your strategy and goals
7. Create a Content Process: If you have already spent time on social sites, you know the black hole you enter– minutes become hours very quickly. Having a clear process will break down this cycle and allow you to be more efficient and effective. Creating a process is key to ensuring your buyers receive updated and fresh content on a regular basis.
8. Implement a Monitoring System: In the social sphere, everyone has a voice; pay attention to compliments, complaints and suggestions. There are free and paid services such as Google Alerts and Twitter Search that will help you keep tab of conversations happening about topics of interest.
9. Report on Program Success: From the ROI metrics you determined above, report on these successes or shortcomings regularly. Then, discuss the findings in order to constantly keep the program on pace to becoming more efficient and effective.
6/10/2010
With the advent of the Internet, buyers have migrated from seeking information from sales people to only relying on online sources until they are ready to buy. Today, less than 20 percent of buyers go directly to a sales person to get product information. Instead, buyers rely on the Internet to get what they need to make a decision.
To have a greater influence over buyers, sellers must provide the content buyers are actively seeking online. Buyers are not seeking products and services; they are seeking answers to their questions, solutions to their problems and how-to’s in order to accomplish a task. They are not seeking promotional product-centric messages.
In the world of information, if buyers can’t find what they need from one seller, they will move on to the next. Here are five ways content will help you stay in front of the buyer and provide them the information they need to make the decision to buy.
1. Help your buyers discover you online
The more content you have on the Web, the more likely you are to be ranked high in search engine results. Publishing valuable content in multiple formats, in multiple locations, will allow you to grow your online foot print.
2. Provide valuable content in exchange for buyer contact information
How much was the last industry report you purchased: $500…$2,500? If you publish the content buyers are desperately seeking, buyers will trade you their contact information to receive it. You can then use that information to stay in front of the buyer via email campaigns.
3. Content provides buyers with the answers, solutions and how-to’s they need to make a decision
Prior to the Internet, buyers went to sales people for product options, recommendations and solutions. Today, however, when seeking a tool to accomplish a task, the No. 1 place to find the information is online. When you publish these types of content online, you will build a readership and become a trusted resource– ultimately resulting in more closed sales.
4. Content allows buyers to see what others are saying about the product or service
Peer reviews have a greater impact on decision and choice than any other persuasion medium.
5. Content reduces the risk of purchasing a product or service
Before allocating precious resources, buyers need to know the solution will do exactly what they need it to. Product demo videos and case studies, as well as providing low-risk offers, allow the buyer to take the solution for a test drive and reassures them the product or service will solve their problem.
11/25/2009
The sales world isn’t what it used to be. Buyers don’t want to be sold or persuaded. They want information and the control to make their final decision. This is called buyer centric. If it’s qualified leads you are pursuing, thent “create valuable, relevant and compelling content on a consistent basis.” (Quote by Joe Pulizzli, Junta 42 Blog)
The eBook, “How to Generate Qualified Leads in a Buyer Centric World,” will get you started with a Lead Generation Program to:
1. Learn what buyer’s want. What questions, problems, or tasks to accomplish do they have? Where do they want to find their information? What type of endorsement or proof/demo do they want?
2. Create relevant content in different formats. Use formats such as video, audio, text, etc.
3. Publish the content by making it easily searchable on the web. Make it easy for buyers to find your content via your web site, blogs, email, or social content sharing sites.
4. Promote content by making it known to buyers. Use social media platforms, trade shows, email, and digital news releases to name a few.
5. Capture leads by motivating visitors to register for high value content. Build your subscriber list by getting permission to send emails to individuals without violating spamming laws.
6. Nurture these leads by using email and drip marketing, or “stay in touch” campaigns. Build relationships without face-to-face contact. Most buyers want to be informed before they are ready to speak to your sales people.
7. Measure your progress. Find out whether your program is working and if you are satisfied with ROI.
Get all the details for steps and tips that are needed to start you off in the right direction to increase your sales leads and generate more revenue.
Click here to download your FREE eBook.
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11/18/2009
The ROM Group Integrates the Fragmented Elements of Online Lead Generation into a Single, Easy-to-Manage Program
GREEN BAY, WI, Nov. 13, 2009 – A recent ThomasNet Industry Market Barometer revealed that 70% of businesses decided to increase online marketing. A big piece of that is dedicated to online lead generation. However, many marketers struggle with implementing online lead generation because of the fragmented nature of the tools.
“Too many businesses are implementing only part of online lead generation,” said Richard M. Pedersen, Jr., President and CEO of The ROM Group. “As a result, they’re not getting the results they really should be getting.”
Pedersen explained: “To get the most out of online lead generation requires integrating many elements including buyer-centric research, creating both online and offline visibility, creating and leveraging lead capture points both online and offline, creating buyer-centric content development programs to increase subscribers or registered visitors, lead nurturing, lead scoring, and sales-ready lead hand-offs.”
Pedersen said the web site content is at the early stages, “We have just started to populate the site with content and will be adding a lot more over the next few months.”
Pedersen recommended to early visitors that if they find the current content helpful, they should subscribe so they are notified when new content is available.
“We walk our talk,” Pedersen said. “If you subscribe to the web site you will never receive promotional or sales oriented material. Our mission is to add value by helping marketers get answers and solve their problems.”
ROM’s new web site also provides detailed information about the company’s buyer-centric lead generation programs.
About The ROM Group
For marketing and sales managers struggling to implement online lead generation, The ROM Group provides a simple, fully integrated program that is easy and affordable to buy, easy to manage, and delivers strong return-on-marketing results.
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