The Secret to Effective Voice Mail Messages—with Kelley Robertson

Posted by Jeff Ogden on September 21, 2011

B2B Demand Generation | Leaving Effective Voice-mail Messages

Good B2B demand generation relies on the phone. Emails are not two-way, so the phone

Kelley Robertson

plays a critical role in uncovering buyer needs and preferences.

This means they leave lots and lots of voice mail messages. Improving the effectiveness of those messages would help a lot. So we want to share this post by a good friend that ran at RainToday. The permalink to the original post is here.

All effective voice mail messages have one thing in common: they focus on a potential problem that the prospect might have. Stay away from talking about you, your company, or your services, stresses Kelley Robertson in this excerpt from his webinar Ditch the Sales Pitch: How to Master Sales Conversations and Win More Deals.

For an example of how a big technology company blew this, read this blog post A Terrible Prospecting Email Message. Talking products is a big no-no.

“Most of the messages [that executives receive] focus on the selling company or the seller’s company—there’s no reference to the prospect’s company and potential problems,” Robertson says. “So, focus on the potential problem that your prospect might be experiencing, allude to how you might be able to give them a solution, and keep it really short.” Amen, Kelley.

Master Sales Conversations

Learn more about how to lead effective sales conversations. Watch Kelley Robertson’s webinar Ditch the Sales Pitch: How to Master Sales Conversations and Win More Deals

And before you leave a voice mail, call your own phone and leave it and listen to it. If you wouldn’t answer or return your phone call, the prospect won’t either, he says.

Listen as Robertson provides an example of a good voice mail, discusses the best times to call prospects, and explains how to conduct sales conversations that are not face to face.

Listen to the Recording:

(Time: 11:11)

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

Use Marketing to Build Your Business for Less

Posted by Jeff Ogden on August 23, 2011

B2B Demand Generation | Driving Leads for Less

Want to truly understand the values of the lead generation company Find New Customers? Then watch last Friday’s Laugh and Learn show!
Our Lead Nurturing and Scoring Service goes up from $24,995 to $29,995 on September 1, so book today!

We recently had a guest post here from Mac McIntosh of AcquireB2B (B2B Demand

Mac McIntosh

Generation Expert Mac McIntosh interviewed by Find New Customers.) He had a post in a recently newsletter about how marketing can generate sales opportunities at considerably lower cost than sales that we liked. Frankly, if you are looking to develop marketing strategies for your company, listen to Mac.

It has been my belief for sometime that having salespeople work the phones and emails to generate leads was a massive waste of money. It seems that Mac agrees. For a related post see 4 Steps to Convince Your CEO That Demand Generation is a Marketing, not Sales Function. in addition, in the latest version of Inside the Mind of the B2B Buyer, it was found that only 6% of deals came from cold calls. Bottom line: If your company is relying on sales cold calls to generate leads, you’ve got a serious problem.

I’m not going to share all of Mac’s great article - just enough to give you the gist.

Most of the profitable, fast-growing companies I know don’t rely solely on the folks in sales to generate new business. Instead, these successful companies use a marketing-driven sales approach to get more sales for less.

They leverage lower cost-per-touch, one-to-many marketing tactics to address the front end of the sales pipeline: prospecting and nurturing their prospects until they are qualified as sales-ready leads.

Then they focus their more costly one-to-one touches by salespeople on the later steps of the prospects’ buying process: the heavy lifting of doing demos, crafting proposals and closing sales.

A marketing-driven approach to B2B sales makes dollars and sense.

So instead of adding more salespeople to knock on more doors, use marketing to cost-effectively contact your prospects and fill the sales pipeline with qualified leads. Doing so will result in more sales-ready opportunities that your salespeople can turn into new business, meaning more sales, revenue and profits for your company.

Mac’s point is that Marketing has the ability to generate high quality leads at far lower cost, resulting in more profits for you. Not only does marketing generate leads for 32% lower costs (his numbers) but freeing up sales to have more high quality meetings with prospects is invaluable.

Thanks Mac. I wanted to post the permalink to your article, but I could not find it.

What do you think? Do you agree that more companies need to move the bulk of B2B demand generation back to Marketing?

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the ways they attract and earn the trust of prospective customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

3 Reasons You Should Outsource Lead Nurturing and Scoring

Posted by Jeff Ogden on August 16, 2011

B2B Demand Generation | Lead Nurturing and Scoring

One of the top experts in B2B demand generation, Brian Carroll, once said to me “If you look at a company’s website and you are unable to find good buyer-focused lead nurturing content, they are not doing lead nurturing.“

Good point, Brian, and I find a lot of companies in that situation. In fact, Sirius Decisions found very few companies happy with lead nurturing. They said, if memory serves, that fewer than 1 in 5 users of marketing automation software were doing lead nurturing.

To help those struggling, I thought it might be helpful to give you three reasons to contact an outside company to help you implement lead nurturing and scoring. But before you start, make sure you have defined your Ideal Customer Profile.

Lead Nurturing and Scoring takes focus and dedication - as well as clear thinking.
Does that sound like you - going from meeting to meeting, bombarded with emails, etc.? Most executives we speak with have no time to think, much less focus 100% on a project like this.
The quality of the work directly affects success
The best lead nurturing programs have remarkable content and tell a story. Are you and your team good at creating remarkable content and telling stories?
Business outcomes are all that matters
Improving the flow of qualified opportunities to sales and improving revenue results is all that matter. Are your in-house people held to a high standard like this? Probably not. But you can hold an outside company to high standards.

Seems clear that companies should look outside to get these projects done quickly, effectively and right.

Companies we recommend you consider include Nuspark Marketing, Bluebird Strategies and AcquireB2B. Optionally, Find New Customers offers a Lead Nurturing and Scoring service.

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“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

The Awesome Power of Story

Posted by Jeff Ogden on August 16, 2011

B2B Demand Generation | The Awesome Power of Story

Smart marketers everywhere are starting to realize the awesome power of great story-telling. Stories are one of the best ways to gain rapt attention.

Why is 60 Minutes so popular? They talk about stories.
Why is Breaking Bad considered to be the best show on television? Great story-telling.
Breaking Bad

Here are some of my suggested tips to get started with story-telling:

Create complex and memorable characters
Tell each of your stories in 3 acts
Explain Why before What. (You must capture attention first. Note that movies start with dropping a character behind enemy lines or have a great chase scene. They always capture your attention, before you say what the story is about.)
Tie your stories together into an ongoing series. (For a superb example, check out Suitemates by Kinaxis.)

B2B marketers could learn a lot from story-telling.

What do you think? Have you tried story-telling? What has been your experience?

Stop Marketing in the Dark - a webinar presented by Act-On Software. Special guest speaker Jeff Ogden of Find New Customers. (Click title to learn more and sign up.)

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers Find New Customers helps companies dramatically improve revenue results by changing the way they attract and earn trust with prospective customers. To contact Find New Customers, please call (516) 495-9350 or send an email to sales at findnewcustomers.com.

“Find New Customers can certainly help your business dramatically improve the flow of sales-ready leads to salespeople.” Paul Dunay, Buzz Marketing for Technology.

Do Car Commercials on TV Sell Any Cars?

Posted by Jeff Ogden on August 11, 2011

Am I the only one asking this question? Better yet, why do companies continue to throw money away on TV advertising?

After all, there’s commercial after commercial on TV touting the latest offer - the newest features - or the sportiness. They drone on and one endlessly, until they all blend together. Undoubtedly, car companies are cash cows for TV advertising salespeople.

But do they have any effect on buyers? Or are millions of dollars being wasted?

To answer that question, we should first look at how do people shop for cars today. I don’t have data, but I certainly know how I do it.

Here’s the process I use to shop for a car:

Check the findings at Consumer Reports. Look at reliability.
Read articles at Car and Driver (online)
See what MotorTrend is saying (online)
Ask questions on Twitter, Linkedin, etc. and ask friends in person.
Research pricing online
Go buy a car

Notice what I don’t do - pay attention to TV ads.

IMHO, millions of dollars are being wasted.

What do you think? Have you learned to tune out car ads too?

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To learn about Jeff, please click Who is the Fearless Competitor?

B2B Demand Generation expert Mac McIntosh - Interviewed by Find New Customers

Posted by Jeff Ogden on August 9, 2011

Find New Customers is pleased to present our interview with one of the top experts in B2B demand generation today, Mac McIntosh. Mac is also publisher of Sales Lead Report® and B2BMarketing Technology Insights™

We’re deeply honored to interview this expert, who was recently voted #1 of the Sales Lead

Mac McIntosh

Management Association’s “Top 50” Thank you Mac for sharing your considerable wisdom with our readers.

What is the single most common mistake you see companies make in B2B demand generation today?

In my opinion, the biggest mistake B2B companies make in demand generation is focusing on selling their products or services instead of focusing on helping their prospective customers buy.

The next biggest mistake they make is not taking advantage of the cost efficiencies of marketing-driven sales. If you use lower cost per touch marketing to handle most of the prospecting, nurturing and qualifying, and have your salespeople invest their precious time one-to-one with qualified prospects, demoing, proposing and closing, you’ll reduce your cost per sale and increase your sales results. Here’s an article about the cost efficiencies of marketing-driven sales.

I’ve heard estimates that up to 8 out of 10 marketing automation deployments only do email blasts and landing pages. Since you help companies with marketing automation, what have you seen about how companies struggle with software?

I’m not sure of the percentage, but it seems that the majority of marketing automation users never get beyond doing “batch and blast” emails. They fully intend to develop multi-touch lead nurturing campaigns, but are pressured to generate leads now, promote this webinar now, announce this new product now, and never seem to be able to get their nurturing campaigns started. That’s a shame as research shows that only one in four sales come from leads with short-term needs. The other three out of four sales come from the longer-term leads that are not yet qualified (sales ready) and need to be nurtured until they are.

Content marketing is so important today, but companies struggle to create compelling content. What do you recommend for them to create compelling content?

Marketers should start by inventorying their existing content, determine which aligns best with their customers buying processes, then refresh, repackage and re-use the materials that. Refreshing may include re-titling, updating the copy or giving it a graphic facelift. Repackaging may include bundling materials into “Decision maker Kits” turning white papers into webinars, podcasts, checklists or how-to guides. Re-using means offering it to your prospects again as it might be better timing for them than the last time you offered it.

One of the biggest questions I hear from CEOs is “How do we attract the right prospects” to our website? What do you recommend?

Not only do I recommend optimizing your web pages to be found at the top of the search engine results pages (SERPs), I also recommend getting listed in online industry directories, advertising in e-newsletters being sent by others to your kinds of prospects, sending marketing-automation-driven email marketing campaigns to a well-targeted database of the right people at the right companies, and providing content to other sites or social media venues where your prospective customer are.

Social media is huge and growing. What role does social media play in B2B demand generation today?

Mac McIntosh

Some B2B marketers, especially those with more time than money, have had success generating leads with social media. However, I view it as more of a branding (thought leadership) tool and an additional channel for cross-promoting your content (white papers, webinars, blog posts, etc.) and driving traffic to your website. Our enewsletters (pushed out by email to opt-in subscribers) generate far more leads and sales than my tweets and blog posts. LinkedIn has proven effective for one-to-one sale activity, and the groups are another channel to use to share your content.

If a CMO were to ask you “What are the 3-4 things we should be doing right now?” What would you answer?

First, refocus your marketing on helping your prospects buy. This includes making sure your messaging is relevant, your offers are compelling, and your marketing and sales teams are aligned.

Second, make sure you have the content needed to help your prospective customers buy: Content you can use as compelling “offers” or “calls to action.” Content mapped to the various stages of the prospects’ buying cycles. Content modified for specific buying or influencing personas.

Third, focus on implementing or improving marketing automation-driven lead generation, lead nurturing and lead qualification programs.

Fourth, as email is now one of the primary business communications channels, focus on getting more of your emails delivered, read, and acted upon.

“Thanks Mac, for this great interview. We appreciate it.” Jeff Ogden, Find New Customers

M.H. (Mac) McIntosh, recently voted #1 of the Sales Lead Management Association’s “Top 50,” is president and senior consultant of Mac McIntosh Incorporated, a marketing consulting and training firm, founding partner of AcquireB2B, a B2B marketing automation and lead generation agency. Mac is also publisher of Sales Lead Report® and B2BMarketing Technology Insights™ e-newsletters with more than 20,000 B2B marketing, lead generation and sales professionals as subscribers, and Sales Lead Insights®, an award-winning blog.

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. Find New Customers helps companies rapidly grow revenue by dramatically improving the ways they attract and earn trust with prospective customers. Contact Find New Customers at (516) 495-9350 or email sales at findnewcustomers.com.

“Find New Customers can certainly help your business dramatically improve the flow of sales-ready leads to salespeople.” Paul Dunay, Buzz Marketing for Technology.

B2B Demand Generation expert Mac McIntosh - Interviewed by Find New Customers

Posted by Jeff Ogden on August 3, 2011

We’re deeply honored to interview this expert, who was recently voted #1 of the Sales Lead

Mac McIntosh

Management Association’s “Top 50” Thank you Mac for sharing your considerable wisdom with our readers.

What is the single most common mistake you see companies make in B2B demand generation today?

In my opinion, the biggest mistake B2B companies make in demand generation is focusing on selling their products or services instead of focusing on helping their prospective customers buy.

I’ve heard estimates that up to 8 out of 10 marketing automation deployments only do email blasts and landing pages. Since you help companies with marketing automation, what have you seen about how companies struggle with software?

Content marketing is so important today, but companies struggle to create compelling content. What do you recommend for them to create compelling content?

One of the biggest questions I hear from CEOs is “How do we attract the right prospects” to our website? What do you recommend?

Social media is huge and growing. What role does social media play in B2B demand generation today?

Mac McIntosh

If a CMO were to ask you “What are the 3-4 things we should be doing right now?” What would you answer?

First, refocus your marketing on helping your prospects buy. This includes making sure your messaging is relevant, your offers are compelling, and your marketing and sales teams are aligned.

Third, focus on implementing or improving marketing automation-driven lead generation, lead nurturing and lead qualification programs.

Fourth, as email is now one of the primary business communications channels, focus on getting more of your emails delivered, read, and acted upon.

“Thanks Mac, for this great interview. We appreciate it.” Jeff Ogden, Find New Customers

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. Find New Customers helps companies rapidly grow revenue by transforming how they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or send an email to sales at findnewcustomers.com.

What Sales Really Needs from Marketing

Posted by Jeff Ogden on August 2, 2011

B2B Demand Generation | What Sales Really Needs

Sales is generating over 1/2 of their own leads, as per the 2011 Lead Management Optimization study by CSO Insights. But salespeople are not good at this. And 4 out of 10 salespeople missed quota last year.

Audio interview with Jim Dickie of CSO Insights
http://player.wizzard.tv/player/o/i/x/131205721690/config/k-917fdd681fef7c9d/uuid/root/episode/k-33ebfdec079334ca.m4v
Why are salespeople poor at lead generation? And why do so many miss quota? Here are a few reasons:

Corporations are in a state of continuous change. Mergers and acquisitions increase complexity. This makes it harder and harder for salespeople to find and connect with the right decision-makers.
The economic downturn and financial crisis means companies are leaner than ever. People are bombarded by emails, phone calls and meetings. The last thing they want is another interruption.
Executives don’t like surprises. They are content to stick with the status quo as long as they possibly can.
Who even needs to talk to a salesperson? With fast connections and robust websites, executives can get answers without talking to anyone.

The result: It takes many, many touches to get a meeting. Sales is poorly equipped to deal with this reality. And when they finally do connect, they don’t have the tools to succeed.

If sales is ill-equipped for lead generation, and winning deals, this begs two question:

Are Sales Getting What They Need to Be Truly Effective?
What does Sales really need to be effective?

To answer that question, I refer you to one of the most highly regarded sales experts out there - Jill Konrath of Selling to Big Companies and SNAP Selling fame. As a top Sales expert, she knows better than most how to makes sales effective. She wrote an eBook recently on this very topic, which I summarize here.

Why does sales need help from marketing?

Here are the 7 Strategies to Get More and Better Prospects into your Sales Pipeline:

High quality, well nurtured leads
It’s harder and harder to get in the door. Prospects have grown expert at blocking contact. In addition, due to the economic downturn, companies are more shorthanded than ever. Besides, with super fast internet connections, who needs to talk to a salesperson? Marketing needs to engage prospective buyers, gently nurture them and hand over fully qualified opportunities.
Strong value propositions
Prospects require a clear and unambiguous description of business outcomes using your product or service. The lack of a clear, concise statement of value hurts many businesses. Marketing and Sales should work together to create a highly customer focused value proposition.
Understanding of the As-Is environment
Because the default approach is to keep what you have, salespeople need a clear understanding the need to change, the business issues driving the change and how companies make decisions.
Trigger event awareness
A recent study found that 8 out of 10 buyers say they found the seller. Chances are most deals happen because of nothing that the salesperson did. Most likely an event, such a change in leadership or earnings announcement drove the need for change. It’s important to have awareness to key trigger events so they can call at the optimal time.
Enticing voice-mail strategies
“Hi Tom. This is Sally Sales calling. I’m the account executive from ABC Technology. We’re the leading vendor of marketing automation software and we offer a wide range of services too. I’d like to set up a time for us to meet.“
That is the typical voice-mail left by sales and it is highly ineffective. This is why it is so important for Marketing to help design and plan the voice-mail strategy. Marketing can help tie the message to their business challenges and desired outcomes.
Objection handling
Chances are the callers will hear lots of objections
- We don’t need anything like that.
- We’re already working with a vendor on that.
- We do that in-house
- We’re too busy. Can you call back in 3 months?
The best way to handle objections is to plan for them in advance. Marketing is best equipped to plan and teach sales.
Sales tools
Great content is so important today. Marketing needs to provide sales with content to use in sales situations, such as
- Letter templates
- Email outlines
- White papers
- Case studies
- Articles
- Presentation templates
- Self analysis questions
Sales needs the ability to not only get the right content for the right situation, but they need to customize is for the need at hand. Marketing is best equipped to help.

Perhaps you want to download a document to share internally. We suggest you download Jill’s ebook from Selling to Big Companies by clicking the link below.

What Sales Really Needs from Marketing

What do you think? We love your comments and when you share our content. We also thank Jill for this great eBook.

Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers and is considered by many to be one of the top experts in Lead Nurturing. He’s appeared on radio shows to discuss lead nurturing and scoring and wrote 7 Keys to Successful Lead Nurturing.

To learn about Jeff, please click Who is the Fearless Competitor?

“If more people listened to Jeff (President of Find New Customers) a lot more would be sold.” Dan McDade, CEO, Pointclear.

CAPTCHA Can Kill Your Conversion Rate

Posted by Jeff Ogden on June 6, 2011

B2B Lead Generation | Kill the CAPTCHA

Want better results and less abandoning of your website forms? Lose the CAPTCHA…

Christian Holst wrote this post and I thank him for it. You are read the original at CAPTCHA Can Kill Your Conversion Rate.

I HATE CAPTCHA. I’ve many times typed it over and over before giving up. Then click on the audio and it is completely muffled and impossible to understand. I give up. I’d say almost 1/2 of all CAPTCHA are completely unusable.

By the way, we’ve removed all CAPTCHA’s from Find New Customers - it’s simply not a match with our company culture of service.

_______________________

CAPTCHA

More and more websites are using CAPTCHA to avoid spam, but they’retypically bad for your business as CAPTCHAs have major usability problems. Most visitors simply get them wrong.

Why CAPTCHAs Are Bad For Business

From the perspective of a web developer, a CAPTCHA may seem like a great solution to prevent spam. However, from a business perspective CAPTCHAs can be pure poison as they have a lot of usability problems:

CAPTCHAs are difficult to decipher. This is what makes them technically good, however, obscuring text and asking your visitors to repeat that text will hurt your conversion rate badly. And let’s face it, even people working with websites daily read a CAPTCHA wrong every now and then.
CAPTCHAs carry no meaning. Most CAPTCHAs are just a random combination of letters and numbers, leaving your visitors with little clues as to whether or not they got it right before submitting the form. Additionally, even if they do read it correctly, because it have to be an exact match there’s also the risk of your visitor simply mistyping it.
Your visitors don’t understand what CAPTCHAs are for. Why are you forcing them to go through an eye exam and spelling test? Some will be annoyed that you’re treating them like a 3rd grader, others may even feel insulted.
People with lowered vision can’t read your CAPTCHA. This makes it near impossible for them to read the already mangled characters of your CAPTCHA.

Some visitors will leave you site immediately when they see your CAPTCHA simply because they don’t understand what it’s for (problem 3). The visitors that do understand it, but are either unable to see it (problem 4), can’t read it (1) or mistyped it (2), will get so frustrated that there’s a good chance they will leave your site too. (AMEN!)

Are you willing to take this chance? My suggestion is to set up a split test where you remove the CAPTCHA and then compare the value of the extra conversions against the extra hassle of deleting some additional spam.

If You Still Need A CAPTCHA…

If you absolutely, positively must implement a CAPTCHA on your site, then at least consider these 6 ways of making you captcha more user friendly:

Use a huge CAPTCHA so your visitors won’t have to go scrambling for their reading glasses.
Make the CAPTCHA ask for real words or sentences so your visitors can deduce the characters that are really difficult to read from the characters that are easier to read.
Reload just the CAPTCHA if your visitor gets it wrong so he don’t have to fill in all the other form fields on the page again.
Give your visitors an option to get a new CAPTCHA image so they have the possibility to get another.
Tell your visitors you’ve implemented the CAPTCHA to prevent spam. This way you at least explain to them why they need to through all that hassle and some visitors may even sympathize with you, as they themselves have trouble with spam.
Only ask your visitors to type your CAPTCHA once through the entire session. E.g. if you have a service for getting price quotes, don’t show a CAPTCHA at every request, only during the first request.
(Added by author here) Use a simple CAPTCHA - like numbers or real words. For instance, I’ve seen “What is the sum of 7 plus 5? Or give me a few words and tell me type the third word. Those are much easier for humans and damned near impossible for SPAM.

What’s your opinion on CAPTCHAs?

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“If B2B lead generation was a car, Ogden is a Ferrarri.” said by SVP Worldwide Marketing of $500MM software firm.

Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. He presented at the 140 Social Media Conference on Long Island and appears on Sales Lead Management Radio on June 9th.

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities for sales teams, they turn to lead generation companies like Find New Customers.

Find New Customers releases “7 Keys to Successful B2B Marketing”

Posted by Jeff Ogden on May 31, 2011

B2B Lead Generation | 7 Keys to B2B Marketing Success

“Your customers are frazzled - crazy-busy. They’re in endless meetings. Their To-Do Lists are overflowing.” Jill Konrath, SNAP Selling

With prospective buyers busier than ever, as Jill says, complex marketing messages no longer are effective. People simply lack the time to read your lengthy content.

We need to instead distill marketing down to its very essence - people want to quickly scan content today. But if they see something that piques their interest, they also want to be able to dive deeper. In short, we need personalized content - get what you need, when you need it.

“We’re very proud of our new cheat sheet - 7 Keys to B2B Marketing Success. It addresses the needs of today’s buyer - for simple, bite-sized content with the opportunity for more as they desire.” says Find New Customers President, Jeff Ogden.

This new cheat sheet has clickable links on each one of the 7 Keys - each one takes you to a landing page with more information on that Key. This give the consumer of the content power of what she gets.

Grab this new cheat sheet by clicking the image below. No registration needed. Just point and click. Whatever you think of it, please tell your friends. And please use the social sharing buttons below, so that others can get it too.

7 Keys to Successful B2B Marketing
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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. He presented “How to Create a Great Personal Brand” at the 140 Social Media Conference on Long Island recently and will appear on Sales Lead Management Radio on June 9th.