B2B marketers seem to spend so much time preparing for product launches – get the web page launched, fuss over the data sheet, and prepare for searchability. Then, we throw it over the transom to the salespeople, and wonder why orders take so long to ramp up.  “Have at it, sales team.” But they have no input on key applications, competitive advantages, or who to target first. 

Topics: lead generation, digital marketing

Goldstein Group Communications earned Gold Level status as a Hubspot Value Added
Reseller (VAR).  Hubspot, a marketing automation software company, has more than 2000 VARs, but only 50 have reached Gold Level status to date.

Topics: lead generation, marketing automation, Hubspot, Goldstein Group Communications, business-to-business

Who doesn't like the movie classic The Dirty Dozen?  While it would be boastful to say our
ownDirty Dozen Lead Generation Ideas will achieve the same classic status, there are some tremendous, proven nuggets of ideas that just might make you into a Marketing Superstar in your own right.  A few previews:

Topics: lead generation, website, marketing strategy, Goldstein Group Communications

Our client Littelfuse faced an interesting challenge this past year when coming up with a campaign to replace its successful Speed2Design 2012 IndyCar promotion.  The company created a racing-themed promotion the year before to take engineers “behind the scenes” at four IndyCar races as a way to tie its circuit protection devices to high performance technology.  And you can’t get much more demanding in terms of engineering performance than IndyCar racing.

Topics: Marketing, Littelfuse, social media, lead generation, brand building, advertising

For most companies, it’s not just about generating leads.  Most of us can do that, pretty easily.  It’s actually about generating OPPORTUNITIES.  How do we find people who are “sales-ready,” who are closer to buying than just early-stage researchers who enter the top of the funnel?  Late stage leads shorten the sales cycle and reduce our cost/lead, of course.  But how to separate out the top-of-funnel from middle- or even bottom-of-funnel inquiries?

Topics: lead generation, landing pages, lead forms

Topics: Marketing, lead generation, Inbound Marketing, Hubspot

What’s the most successful lead generation campaign we’ve ever run?  Without a doubt, it’s a tutorial handbook.  Regardless of the industry or the client, customers and prospects love handbooks.  If you’re looking for leads, look to the handbook.

Topics: Marketing, lead generation, advertising

Topics: lead generation, marketing automation, website, Goldstein Group Communications, business-to-business

Boosting lead generation and website performance today doesn’t require learning any deep, dark secrets. With the lead-tracking capabilities Marketing Automation software makes possible, the source of ROI is clear. Just about everyone has heard this marketing comment: “I know half of my marketing is wasted; I just don’t know which half.” Now, with Marketing Automation software, we can know.

Here are the six most immediate and effective tactics for boosting lead conversion on a B-to-B marketer’s site.

1. Engage with visuals, by using more pictures, videos, animated demos and infographics. People read less and less than in the past; that’s particularly evident online.
   
   
2. More offers on the home page. Although websites were once thought of as your brand’s front door (and that’s still the case to some degree), a true lead-generating website is crafted with offers and engagement in mind.
   
   
3. “Don’t tell me what you do; tell me what you do BETTER.” Your copy will dramatically improve when you build buyer personas that describe your target customers, their pain points, and how you’re uniquely qualified to solve them.
   
   
4. It’s basic but too often overlooked. Put a short lead form in the upper right corner of your home page, and make sure it includes the “magic question:” Do you have an active project and when?
   
   
5. Remarketing banners are working magic now. They’re a relatively new technique, and they’re proving wildly effective in generating quality lead flow for our B-to-B clients.
   
   
6. Live chat. Long a staple of consumer sites, inexpensive live chat tools are becoming more common – and therefore will be more expected – on B-to-B sites.

Read more about each idea, and see samples, from our white paper on Boost Your Website Lead Flow

Topics: Marketing, lead generation, marketing automation, website, Goldstein Group Communications

We believe effective Marketing Communications must travel through a disciplined six-step
process if it is to have impact.

Topics: Marketing, lead generation, marketing automation, advertising, Hubspot, Lead nurturing, Pardot, Goldstein Group Communications