APRIL 2012

NuSpark Marketing and Marseli form alliance to help b2b firms manage lead funnel, demand generation, and sales pipeline process

Paul Mosenson, Founder of NuSpark Marketing, a Philadelphia-based digital content marketing and lead generation firm has formed an alliance with Marseli, also Philadelphia based, a marketing and sales insight and integration software and services firm and run by Founder and former SAP marketing leader Frank Donny.

Why the alignment?  Best-in-class B2B companies have aligned their sales and marketing teams which in turn has proven to drive increase revenue and ROI.  Most companies have not aligned properly, which means message, process, and lead management disconnects, and that means less qualified prospects, leads, and sales opportunities.  The alliance means that companies can now improve the management of their entire revenue generation process, from entrance to sales resolution without causing a major disruptance on their existing investments in sales and marketing.  The combined service and software offerings are meant to help a company capitalize on what they are now doing.

“It begins with the message,” explains Mosenson.  “Proper content marketing is the fuel that drives prospects into the funnel. Buyer persona development, content mapping, content creation, and a strategic lead nurturing process are all mission-critical components that accompany a prospect’s successful journey within the funnel on the way to sales close”

NuSpark Marketing’s focus, then, is the strategic deployment of content marketing via a targeted lead generation process that includes such tactics as paid search, SEO, social media, and paid media. Once the lead is into the nurture process, NuSpark implements and manages marketing automation, so that inbound marketing and demand generation campaigns can continually be optimized. Mosenson himself is a national thought leader on lead management and writer of several ebooks on lead generation and content strategy.

From there, the Marseli services take over.  Besides consulting on the integration of marketing automation, and CRM applications, Marseli’s services and software include optimizing the sales process and uncovering leading and lagging process indicators that help improve pipeline performance.  “I’ll review and implement systems that will improve sales forecasting and conversion rates throughout the pipeline,” explains Donny.  “Salesforce and similar CRMs hold the data, but the strategy on how to extract and analyze the right sales and marketing data locked inside of a sales process is a task sorely needed by sales and marketing executives.”  Marseli is also offering a compelling app for Salesforce that will slice and dice the Salesforce data into actionable insight and manage pipeline metrics automatically.  Donny’s experience in demand generation at SAP and over 20 years of sales operations and demand generation experience qualifies him as an expert at pipeline management, and thus is an ideal partner for NuSpark Marketing. 

JANUARY 11, 2012

NuSpark Marketing proudly welcomes its newest client, Rapid Learning Institute (RLI).

RLI has contracted with NuSpark Marketing to provide a comprehensive lead generation and paid search program to support its growth efforts.  RLI, based outside Philadelphia, provides online tools, called Quick Takes, which help sales managers and directors train their sales teams to perform better.

NuSpark Marketing will be putting together a strategic approach to RLI’s paid search program.  Explains NuSpark Marketing founder Paul Mosenson, “effective paid search programs align specific messages on landing pages with the queries prospects enter into search engines.”  Where previously RLI had all paid search traffic directed to a single landing page, the new program will address the specific needs of sales management, and how the RLI solution satisfies each need.  That means multiple ad group/keyword categories with specific landing pages optimized for conversions.  Landing pages will promote free trials, but content downloads are being considered for A/B tests.

“Bounce rates and cost-per-conversions increase when landing page content is not relevant to the ads, and the ads aren’t aligned with the keywords” says Mosenson.  By having a more strategic approach to the paid search program, quality leads will increase, and the cost-per-conversion will decrease, meaning increased ROI.

NuSpark Marketing is a lead generation/lead management firm from the Philadelphia area that assesses each element of the lead funnel.  NuSpark offers strategic recommendations that will make lead generation strategies work better. 

DECEMBER 6, 2011

Paul Mosenson of NuSpark Marketing Named One of the Top 50 Most Influential People in Sales Lead Management

Philadelphia, PA, December 6, 2011—As voted by his peers, the Sales Lead Management Association (SLMA) has named Paul Mosenson, Founder of lead management firm NuSpark Marketing based outside Philadelphia, one of the most influential people in b2b sales lead management.  Paul’s thought leadership on lead generation, marketing automation, and funnel optimization certainly contributed to this fine achievement.  Paul was the driving force and keynote speaker in planning the Philadelphia Spring Content Marketing Summit. Additionally, Paul and NuSpark Marketing:

• Increases many clients’ website traffic and conversions through strategic inbound marketing and lead generation techniques, thus resulting in increased revenue
• Produces a widely successful blog, covering a wide variety of lead generation strategies, including content marketing and marketing automation best practices
• Are recognized as one of the few agencies in the country that consults and assesses on media strategy, traditional and digital, as well as inbound marketing and demand generation
• Gathered a national team of senior-level content advisors to support marketing efforts with clients and prospects

James W. Obermayer, executive director of the SLMA, announced the results of the voting for the Most Influential People in Sales Lead Management in 2011. Over 7,100 votes were cast by 4,656 people (22% more than the 2010 election) for 79 nominees (each voter could choose up to three nominees). Obermayer said, “People who win are recognized by their peers as multi-dimensional sales and marketing experts. They have given unselfishly of their time as speakers, teachers, and writers on the deep multi-dimensional topic of sales lead management.”

Susan Campanale, VP of Marketing for the SLMA said, “These people are recognized by their peers as power players in the pursuit of ROI for marketing lead generation.” The mission of the SLMA is to help companies become successful in the critical business process of managing sales leads. Membership in the SLMA is free.

The complete list of winners is listed here.

NOVEMBER 20, 2011

New eBook on Lead Generation; A Strategic Guide to Pay-Per-Click Search Marketing Advertising with Google Adwords

Paul Mosenson, Founder of NuSpark Marketing, a Philadelphia-based digital marketing and lead generation firm, has written a new eBook on Lead Generation for B2B firms, called A Strategic Guide to Pay-Per-Click Search Marketing Advertising with Google Adwords.  The book is the first of its kind to marry lead generation and funnel optimization metrics with search engine advertising best practices.

“Almost all of search marketing books out there concentrate on ecommerce applications, because it’s easier to measure online sales and conversions,” says Mosenson.  “Because my consultancy focuses on lead generation for firms that sell complex products, measuring conversions and ROI is much more complicated.”

That complication is because of the method of qualifying leads throughout the funnel, until a sales resolution is met at the bottom.  From lead entry to sale, there can be months of follow-up activity mostly through sales calls and lead-nurturing content.  Luckily, some marketing automation systems and Google’s Adwords platform has a Salesforce.com interface, so that sales opportunities and revenue can be tied back to the source of initial contact, including search engine pay-per-click ads. These platforms are addressed in the eBook.

Another highlight of the eBook is the vast examples of click-to-sale processes, and the effect on revenue and ROI when items such as quality score and landing page conversion architectures are improved.  “Just by making such minor modifications to the search campaigns and landing page call-to-actions, the increase in sales opportunities can be significant,” says Mosenson.

Much of the basics are covered in the eBook, but those basics are complemented by insightful strategies to optimize lead generation.  Covered are strategies for settings, keyword selection (and how search behavior varies throughout a buying cycle), bidding strategy, ad text strategy, and measurement with analytics.

The eBook can be downloaded from the NuSpark Marketing website at http://www.nusparkmarketing.com/resources/ebooks-webinars-b2b-content/

SEPTEMBER 28, 2011

NuSpark Marketing, a Philadelphia-based digital marketing and lead generation firm, announced today the creation of a National Content Marketing Alliance to expand its services to generate more high-quality leads for B2B companies.

The alliance partnership, comprised of seven nationally-known B2B content marketers, positions NuSpark Marketing to provide the right message at the right time and place to B2B clients to generate better quality leads and close a higher percentage of sales opportunities.

“Companies still don’t really get the concept of content marketing as it relates to lead generation,” says Mosenson.  “At the end of the day, it’s the message that drives traffic, generates leads and converts leads into sales via lead nurturing. The message is the engine that drives pay-per-click, SEO, website design and social media management.  That’s why the expansion with the national content marketing team was formed.”

For typical B2B companies, 80% of the leads they receive actually go on to buy within 24 months, according to Aberdeen Group research. The firms they buy from are the ones that stay in touch with the customer by providing ongoing relevant content that guides buyers through their buying cycle.  Without a proper content strategy, leads leave the funnel rather than engage and purchase. 

The NuSpark Marketing National Content Marketing Alliance will manage the message process, and combined with strategic lead generation tactics, form a sound lead management engine designed to increase B2B company revenue and improve ROI. In addition, any firm struggling with marketing automation platforms will benefit from its content marketing strategies.

“I never thought I’d be a content marketing company when I started my business, but it just makes sense to combine content marketing with lead generation tactics.  Without the right value proposition, the right content that prospects request to download, and the right website messages that engage audiences, all that pay-per-click, SEO, digital media, and social media tactics firms implement might as well be stopped.”

Joining NuSpark Marketing in this alliance are:

• Bob Leonard (www.acSellerant.com)
• Maureen Monfore (www.mmcopywriting.com)
• Michael Selissen (www.casemountain.com)
• Rachel Franco (www.raf-communications.com)
• Susan Fantle (www.thecopyworks.com)
• Wendy Brache (www.salesforcebranding,com)
• Wendy Marx, President of Marx Communications (www.marxcommunications.com), B2B public relations