Hollow Install Base Marketing

Posted by Arvind Sehtia on Sep 19, 2016 10:05:09 AM

As a marketer, are you into Install Base Marketing?

B2B marketers approach us almost every day for Install Base related services. Only a few are able to leverage the power of install base. In most cases, B2B marketers are just satisfied procuring a list. Is that enough? Definitely not, in today's times. The same marketers also target the list constituents with sales oriented messages, thus making the approach hollow.

Let us go strike some pointers.

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Topics: Technology Users or Install base Lists

Marketing Trends are changing, will Marketers too - 6 Points to Note

Posted by Arvind Sehtia on Sep 12, 2016 11:29:11 AM

Is change the real challenge for marketing? Or is it the pace of change?

As a practicing marketer, I reckon your response would vary with the degree of your experience. 

 The Economist's research unit - EIU - teamed up with Marketo to document this transient situation confronting marketers. 

The Rise of the Marketer : Engagement, Experience and Revenue is an Economist Intelligence Unit report, sponsored by Marketo. It includes a survey of 478 CMOs and Senior Marketing Executives from all over the world.

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Topics: B2B lead generation

Unlock the True Potential of your B2B Lead Generation Strategy

Posted by Arvind Sehtia on Aug 22, 2016 12:18:40 PM

During my B2B marketing consulting assignments, the first thing I make marketers do is ask the right kind of questions.

It's very important to question your B2B lead generation strategy. A B2B marketer should not try to create awareness and interest based only on the merits of his products or services.

Considering how your prospect might perceive the product or service from their own value set is a very important factor. 

Let's take a look at some of the questions which your B2B lead generation strategy should clearly answer.

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Topics: B2B lead generation

Targeted Lists for B2B Lead Generation, Why?

Posted by Arvind Sehtia on Aug 8, 2016 7:40:42 AM

We have a visitor.

Not really something I like to hear when home. As a CMO I would love to hear that about my website. Wouldn't I?

Getting visitors to your website is a great start, but even visitors aren’t a true “win” from a marketer's perspective. It's all about leads and their conversions. 

Moreover, the B2B sector has named lead generation their most difficult task and their utmost priority. This makes targeted lead database a very important part of B2B lead generation. 

Let's take a look how.

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Topics: B2B lead generation

Appointment Setting for better B2B Lead Generation?

Posted by Arvind Sehtia on Jul 25, 2016 9:00:00 AM

Any B2B company would benefit greatly from having a lot of sales leads. The question is, how exactly does one increase the number of prospects?

The age-old practice is to cold call prospective customers and sell your product or service.

This strategy works best when your product or service is new and needs to develop a market foothold. But with the right calling list, even established products and services could hit the right target.

What do you do?


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Topics: B2B lead generation

So you think you have Clean Data?

Posted by Arvind Sehtia on Jul 11, 2016 9:00:00 AM

Sigh. We've heard this many times before.

The question of whether your data is clean or not is actually simple to answer. It is unclean. Every organization has bad data. The question is, do you know the steps to take to fix it?

Do you know where the skeletons are hidden and the amount of work involved in discovering them?

How much effort is reasonable to eliminate them?

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Topics: B2B Data cleansing & Hygiene

Expanding the B2B Lead Generation Business

Posted by Arvind Sehtia on Jul 4, 2016 9:00:00 AM

For the past 3 months, there has been an unusual dip in organic traffic. 

I needed an answer and asked my marketing partner Inbound Mantra for reasons. 

There was a drop in search volume for most of the keywords we were ranking on.

How does one deal with such a situation?

Let's find out.


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Topics: B2B lead generation

Need More Bang For the Buck? Try Content Syndication Services

Posted by Arvind Sehtia on Jun 27, 2016 9:00:00 AM

‘Syndication’ is a common term heard on broadcast television. The objective behind syndication was to rerun a show that had mass appeal and still had the ability to generate revenues for the production house. These syndicated shows were then licensed to other networks in return for a fee.

Content Syndication likewise works on a similar principal. The shelf life of popular content that has mass appeal is extended by permitting other content publishers to publish this content on their own sites. Instead of asking for a fee, the author requests a link back to the source of the original content. This brings in greater quality of organic traffic to the original content and improves their visibility. 

The exact nature of the above arrangement would vary from link back to a fixed fee to a performance oriented model.

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Topics: B2B lead generation

How Internet of Things Is Making JD Edwards Clients More Powerful

Posted by Arvind Sehtia on Jun 21, 2016 10:47:41 PM

Intent marketing has been the buzzword lately amongst B2B marketers, mostly because technology today enables us to gather all that data.

The acquisition of JD Edwards (JDE) by Oracle in 2005 marked a major turning point in the evolution of the software industry. The buyout of the world's first ever ERP software and the ensuing announcement of the Fusions applications road-map by Oracle gave JDE a source code reboot to keep up with the trending shift to web-based client architecture.

JD Edwards just like SAP realized earlier on for the business need to tightly integrate accounts. They built their customer base on Small and Medium Businesses who unlike the top Fortune 500 companies, didn't require large scale software implementations.

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Topics: Technology Users or Install base Lists

Leveraging the Power of Intent Marketing?

Posted by Arvind Sehtia on Jun 13, 2016 9:00:00 AM

Intent marketing has been the buzzword lately amongst B2B marketers, mostly because technology today enables us to gather all that data.

Intent marketing revolves around intent data. Data that can indicate if a key decision maker in an organization is looking for a product or service that you have on offer and is willing to engage with you. The stronger the intent, the better your chances at receiving a response to your outreach.

Why has SalesInside suddenly started talking about Intent Marketing?

Let me tell you why.

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The Sales Insider Blog

The Sales Inside Inc blog is focused on impact B2B contact databases on lead generation and revenue growth. We cover best practices and insights on all aspects of databases including list building, list acquisition, data verification & cleansing, contact discovery, data enrichment etc. Please subscribe to our blog to stay abreast of industry news, trends and inside tips on these topics.