Double Shot: A B2B Marketing Blog

Inbound Marketing 101 – How to Create an Inbound Link Using Anchor Text

One of the key strategies of inbound marketing is to improve your website’s search rankings and to drive more traffic to your website. You can do this by participating in other people’s blogs, discussion groups and social media sites. When you create a new discussion or add a comment to an existing discussion, and link...
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b2b lead nurturing

Mark Twain and Lead Nurturing – Just Get Started – 10 Easy Steps

We meet with many of sales and marketing leaders across the country. While there are some holdouts, most of them understand and buy into the concepts of inbound marketing and lead nurturing. The most common objection that we hear is, “We don’t know where to start. It’s all a bit overwhelming. When are we going...
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Dear Espresso B2B – Should I change my aftershave?

Dear Espresso B2B, I get the whole inbound marketing thing and we’re pretty good at generating interest in our products. Problem is, it’s hard to get face-to-face meetings once we’ve generated initial interest. My boss “Greg” is really on my case to get meetings with these guys, but they keep pushing back. Is it okay to...
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These leads suck! Why you must define what constitutes a good lead.

Does your sales team complain about the leads from your marketing team? It’s a common problem. Marketing sends leads over to sales and then complains that sales doesn’t follow-up on the leads. Sales complains that they can’t get through to the prospects, or that the prospects are not interested in meeting with them. “These leads...
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Lessons from my plumber – how to unclog a lead generation pipeline.

How many times has a lead generation program produced poor results? I’d guess it happens a lot more than you’d like. You just can’t get prospects to engage, return calls, or enter into a dialogue.  It took a recent earthquake to give me a few ideas on how to get things rolling. A little over a...
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Lead nurturing campaign tips and flashbacks to Glengarry Glen Ross

Did the leads come in yet? I used to work in sales for one of the world’s largest consulting companies. Every year we participated in several large trade shows, such as Oracle World, SAP Sapphire, and NRF. Preparing for these events took incredible time and energy. The business case for participating in these events was...
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How Inbound Marketing Helped Mike Get His Mojo Back

I ran into a good friend of mine recently. Mike has been in direct sales for 15 years and has been highly successful. He is a can-do, nothing can stop me type, which has served him well in sales. He has been a consistent recipient of president’s circle awards at annual sales meetings. However, this...
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“Frame” your go-to-market message for a rich dialogue

In her book, ‘eMarketing Strategies for the Complex Sale’, Ardath Albee describes a persona as: “a composite sketch representative of the customer you serve”. It’s a method of focusing on a prospect or client – bringing them into the mind’s eye – when creating content or building up an e-dialogue for lead generation and inbound...
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Facts, Figures and Features – Are These the Best Way to Sell?

You’re driving down a deserted road when your car hits a pothole and the engine cuts out. The car slowly rolls to a halt by the side of the road. You’re alone, there’s no cell phone reception and there’s no building for miles. You have the choice of trying to fix the problem or sitting...
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