Posted by: Erin Wilson, Account Coordinator

Many marketers struggle to find qualified online leads to pass along to their sales teams. In some cases they aim for quantity over quality hoping that a small percentage will eventually convert to a sale. Ideally, marketers should create and implement solid online lead generation programs that help bridge the gap between themselves and their sales teams.

Use the following questions to start thinking about ways you can create or improve your lead generation program.

90octane is included in the newly released Marketers Resource Guide ’11 by BtoB Magazine. The firm is listed under the Top Agencies, Interactive Agencies and SEM Vendors sections. Our business-to-business clients include Gates Corporation, Atlas Copco CMT USA, ITT Visual Information Solutions, Jeppesen and NCM Fathom.

Download the complete Marketers Resource Guide ’11 from BtoB Magazine.

“It’s budgeting time…. Marketers are being held accountable to results, and their budgets depend on that. Organizations that have added online lead generation to their marketing mix now have the tools to manage this level of accountability, but the tools are not enough. A results-based approach to budgeting takes measurability to the next phase: intent and predictability.”

Read 90octane partner Sam Eidson’s article on BtoB Magazine‘s website, Online lead generation budgeting: A results-based approach, for valuable tips that can help you get the most out of your 2011 budget.

Posted by: Jim Grinney, Partner

I just read Liz Wendling’s article “No trust? No sale!” on cobizmag.com. I liked the article, not only because it applies to business development for our agency, but because it relates to how we create conversion-driven marketing programs for our clients.

As Liz points out in her article, “Trust is the single biggest motivator of buyer behavior and one of the key components to establishing a successful buyer/seller relationship.” Here at 90octane, we believe that trust truly is a differentiator. And this belief drives everything in our company. It is the foundation for who we hire, the client relationships we build, and the conversion-driven marketing programs we create.

Over the past year, we have worked with clients and employees to create a model that defines the various levels of trust called the Spectrum of Trust:

This model acts as a guide on two fronts:
1) How to properly earn trust, at all levels, with our clients on a daily basis.
2) How to create conversion-driven marketing programs that help clients find the right customers by earning trust.

From B2B to B2C and non-profit, our focus is on building trust between our clients and their prospects. Whether it’s a webinar designed to educate resellers/agents, white papers created to educate end users, or best practice guides for client partners, we believe that trust is a critical factor in any relationship – and it isn’t earned with a well-placed ad or a unique offer. It’s earned over time.

90octane Partner Sam Eidson spoke about Lead Management Automation at the 2010 Integrated Marketing Summit in Denver, CO this summer. Watch part one of the program as he discusses the importance of establishing goals and metrics before developing a campaign strategy. And then visit the 90octane YouTube channel to watch the entire presentation.

You’ll learn about:

• Cultivating trust between your organization and its prospects
• Using a lead calendar to track and measure marketing and sales conversions
• Targeting prospects in critical phases of the buying cycle
• Giving your prospects the information they need to choose the best solution
• Creating a lead nurturing flow to qualify leads
• Scoring leads using implicit and explicit data

By Shannon Anderson, Account Manager

BizReport.com recently published an article by Helen Leggatt entitled “Family and friend recommendations no longer enough,” discussing consumer purchase behavior. According to Leggatt, “Despite only 2% of consumers saying they would put their trust in strangers, the vast majority would double-check a friend or relative’s product or service recommendation against the online opinions of, ironically, strangers.”

While gathering opinions from friends and family has always been an important step in the buying cycle, the article confirms that consumers are now seeking the online opinions of complete strangers. This additional step in the decision-making process has added an entirely new element to the buying cycle. Below are four ways your brand can leverage this important step.

1. Engage in Social Media. Platforms such as Facebook and Twitter are often used as a way to share brand opinions. Therefore, it is important to manage your brand’s reputation on these types of websites.

2. Encourage Conversation in Forums. Ask questions or post industry information that supports your brand. When using this tactic, it is essential to remain authentic and remove all jargon.

3. Be Present on Ratings Websites. Make sure your company is listed on these websites. Monitor the ratings and take feedback into consideration.

4. Quickly Address Concerns. Use public relations and social media outlets to promote your brand’s perspective before potentially negative issues become widespread.

For more information, contact 90octane.