Smart Marketing Blog

Stop Interrupting and Selling, Start Educating and Supporting

Marketing and selling in the B2B engineering and technical space used to require exhibiting at trade shows and placing print ads in trade journals or technical publications. But engineers and technical buyers now prefer to start their product or service evaluation online instead of at events as they did in the past. More and more, these buyers want to be educated vs. sold to in the traditional sense. 

Video: Basics of Lead Scoring

As your inbound marketing efforts gain traction and you start to capture a steady stream of leads, you will likely encounter new issues. The surplus leads may bottleneck in the marketing > sales lead handoff, aging while waiting for review and follow up, or a drop in sales productivity as your high-value resources spend too much time evaluating leads instead of working qualified prospects. At the same time, you have a significant opportunity to monitor signs that a potential qualified buyer is ready to engage with sales.

Improve Your Sales Pipeline: 7 Steps to Email Nurturing

You’ve crafted buyer personas, developed content topic clusters and created optimized content for your target audience. You’re ranking well in search and generating more visits and leads than ever, but you’re not seeing an increase in business. What do you do next?

TREW Doubles Client Lead Growth with Inbound Marketing

HubSpot recently named our firm a HubSpot Platinum Agency Partner for its success with inbound marketing. Our focus is marketing to engineers and helping tech clients with branding, website design, content marketing, and pipeline management using the HubSpot platform and inbound marketing to grow leads.

What's Sales Enablement?

Sales enablement is a strategy across process, resources and technology that improves the productivity and performance of sales’ ability to advance leads through the sales pipeline. 75% of survey respondents reported that sales enablement made a moderate or significant contribution to their sales forces

10 Questions When Creating a B2B Sales Enablement Strategy

Talented salespeople are highly valuable resources for your company, and you want to ensure that every hour they spend is applied in the most impactful way possible. A strong sales enablement strategy sets your sales people up to consistently sell more effectively. Companies that use sales enablement best practices are 50 percent more likely to achieve or exceed sales quota*.

What is a Lead Conversion Funnel?

To understand what a lead conversion funnel is, you should know what a regular ol’ funnel is. According to “The Google”… So for our purposes, a Lead Conversion Funnel at the most basic level is a visualization of how prospects or leads interact with your company from an unknown website visitor to a new, first-time customer. The only difference with a Lead Conversion Funnel and your run of the mill kitchen funnel is that 100% of the contents poured in do not come out as customers.  This is where the conversion portion comes into play. There are imaginary holes in your funnel where leads leak out for various reasons, including disqualification, lack of interest, unsubscribes etc. In order to predict this loss with a reasonable amount of certainty, you use conversion rates to calculate the various lead stages. Each company’s conversion rates will vary but typically are fairly consistent from industry to industry.

Top 6 Topics for Sales + Marketing Alignment Sessions

Time is money.

TREW CEO Challenges Marketers to Be Brave  

‘Be Brave: Say No to Grow’: TREW Marketing’s Rebecca Geier Shares How Narrowing Business Focus Widens Potential for Success 

Infographic: The Engineer's Buyer Journey is Online

The traditional ways of marketing and selling to B2B audiences have evolved, thanks to the Internet. While the times have certainly changed, many engineering and technology companies haven't shifted their efforts to include inbound marketing.  Today, successful technical and engineering companies use inbound marketing with content as the fuel, to reach new prospects and nurture leads through the buyer's journey.