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B2B Marketing Advanced Practices Handbook


MarketingSherpa's 2011 B2B Marketing Advanced Practices Handbook

Optimize your marketing funnel from lead generation to sales conversion

The 2011 B2B Marketing Advanced Practices Handbook includes:

  • 171 pages focused on top B2B marketing challenges
  • 10 how-to case studies and exercises
  • 18 real-world examples of what works
  • Step-by-step tactics on finding and attracting high-quality leads
  • Practical training on automation, scoring, nurturing, and analytics
  • View excerpt
Published February, 2011

This publication is sponsored by ReadyTalk


Overcome B2B Marketing Challenges with FUEL

Now, more than ever, B2B marketers are tasked with delivering greater results with limited resources. Between improving lead quality, managing the complex sale and meeting the needs of your sales team, it can be difficult to determine where your valuable time and resources should be spent, let alone develop a marketing strategy that will contribute to the overall success of your organization.

To help guide marketers past growing challenges MarketingSherpa recently developed the FUEL methodology for B2B Marketing, a comprehensive, step-by-step process that will help you address the challenges that are most pertinent to your organization, and propel results for years to come.

The new 2011 B2B Marketing Advanced Practices Handbook walks you through establishing a detailed B2B Marketing strategy to increase your contribution to sales pipelines and revenues. You’ll learn what has changed in B2B marketing, what caused these changes, and why it affects the way you must execute B2B marketing going forward.

 

FUEL Methodology: Powering Marketing from Lead Generation to Sales Conversion

The FUEL methodology is an acronym for the following four key steps:

  • Find and attract leads
    • In this step, you’ll improve lead generation efficiency and learn how to develop an powerful lead generation plan. You’ll develop buyer personas, your value proposition and high quality content to support your marketing mix. We’ll also walk you through identifying the ideal mix of inbound and/ or outbound marketing tactics for your organization.
  • Uncover qualified leads
    • In this step, you’ll drive Marketing and Sales success. You will learn how to identify qualified leads that are generated from your Marketing campaigns. You’ll establish lead scoring, nurturing and management methodologies that will identify qualified leads, and then nurture unqualified leads until they are ready for sales involvement.
  • Establish automated marketing processes
    • Now that you have identified what constitutes a qualified lead for your organization and mapped out lead scoring, nurturing and management programs, it’s time to tie it all together and automate the execution of these processes..
  • Lift results
    • Once you've implemented a revolutionized B2B Marketing plan, it's essential to monitor its progress and identify opportunities to continually optimize results. In this final step, you will also receive tips on demonstrating Marketing’s value to the C-suite.

 

Top 10 Questions Answered in the 2011 B2B Marketing Advanced Practices Handbook

  • How can I address the top challenges facing B2B marketers?
  • Who are you targeting? Identifying buyer personas.
  • What are the best tactics in content development?
  • What are the steps to creating an effective webinar strategy?
  • How can you generate leads with a social media strategy?
  • Is bad data hurting your business? Database quality and maintenance.
  • How do you define a qualified lead?
  • What do you ask when selecting an automation platform?
  • What are the best tactics for delivering marketing value?
  • What are the best tactics for improving marketing and sales analysis?

 

Who Will Benefit from the 2011 B2B Marketing Advanced Practices Handbook?

Anyone who is responsible for or whose job performance is measured by:

  • Improving any part of the marketing/sales funnel
  • Marketing to a growing number of people in the buying process
  • Generating high-quality leads, lead scoring, lead nurturing
  • Creating high-quality marketing content and messaging
  • Inbound and outbound marketing tactics
  • Establishing an automated marketing process
  • Marketing analysis and analytics

 

Worksheets Included in the Handbook

  • Initial perceptions of buyer personas
  • Questions to ask internal departments in developing buyer personas
  • Questions to ask customers and prospects in developing buyer personas
  • Recruiting a marketing-sales alignment team
  • Qualities of qualified and unqualified leads
  • Questions to ask when selecting a marketing automation platform
  • Marketing automation vendor evaluation sheet
  • Evaluating lead generation performance
  • Questions to ask in evaluating marketing performance
  • Marketing performance benchmarks