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Bob Leonard

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acSellerant

58 points

Over a 20 year period, prior to launching acSellerant, Bob held individual contributor and management positions in Corporate Marketing, Field Marketing, Sales and Sales Support at EMC, GTE, Interleaf (document management), and Digital Equipment Corp. All of those positions were ...

Over a 20 year period, prior to launching acSellerant, Bob held individual contributor and management positions in Corporate Marketing, Field Marketing, Sales and Sales Support at EMC, GTE, Interleaf (document management), and Digital Equipment Corp. All of those positions were focused on the information management spectrum of applications.

Bob founded acSellerant in 2008 to leverage new online marketing tools for SMB (20 to 100 employee) IT companies. We act as a virtual Marketing department for ISVs, MSPs, SIs and VARs.

We deliver marketing consulting and execution, SEO content development, website marketing, email marketing, inbound marketing, social media, lead nurturing and content marketing.

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Jan. 14, 2012

Bob Leonard is now following Aaron Eden and 4 other people

Dec. 27, 2011

Bob Leonard is speaking at this roundtable

Improving Landing Page Conversion Rates

B2B Lead Generation

Conversion Rate

Jan. 31, 2011

Bob Leonard and 12 other people answered this question

You got their attention, they 'like' your page... but how do you truly engage your social media followers?

Relevant and useful information.

Customer Effort

Customer Engagement

Marketing Tools

Jan. 24, 2011

Bob Leonard and 7 other people answered this question

What will be the "hot topic" in the b2b marketing blogosphere this year?

I agree with Dan. I think this is the year of B2B marketing execution... when we get past content and automation, and move into authentic connection and conversation. This is blurring the lines between Marketing and Sales, and each business will have to sort out ... more

Jan. 11, 2011

Bob Leonard and 9 other people answered this question

How much content should marketing be prepared to create to be successful at content marketing?

Craig - yes, there is a minimum. It's hardly a scientific answer, but I'd say one piece a week is the minimum. Less than that and it's hard to create or sustain momentum. There's also the quality vs. quantity issue. More is better unless it's ... more

Content Marketing

Dec. 7, 2010

Bob Leonard and 5 other people answered this question

What are your pet peeves when it comes to social media?

My SM pet peeve is the over abundance of social media gurus - most giving the same advice as the rest of the pack; and the lack of implementers. There are plenty who develop strategy, frameworks and infrastructure. That's fine. Those are all important. In ... more

Social Media Marketing

Social Media Sites

Dec. 3, 2010

Bob Leonard recommends this answer by Bob Etherington

Sales Enablement: What are the top sales enablement trends to watch in 2011?

Customers in the US and the UK are currently telling researchers that they would actually pay for just one hour with a competent sales executive who instead of attempting to 'communicate value' concentrated instead on 'creating value'.
The differentiator that enables the effective seller to persuade ... more

Sales Enablement

Nov. 24, 2010

Bob Leonard and 6 other people answered this question

Should I get sales to help with creating content?

The short answer is, "Yes. Absolutely." The smaller the company, the more important input from Sales is. I would add, though, that you want to be selective which sales people you align with. Sales management will often try to pair you with the most junior ... more

Content Generation

Marketing Automation

Marketing Automation Campaign

Oct. 15, 2010

Bob Leonard and 10 other people answered this question

Is Shorter Better?

Tibor,
I think Sharon and Alex are giving you answers from two ends of the spectrum. Having spent most of my life selling high ticket, complex solutions to banks and insurance companies, I know that Sharon is right... for that type of sale. Conversely, a small ... more

Oct. 9, 2010

Bob Leonard and 9 other people answered this question

Besides email, what other channels should I use for lead nurturing?

Most important is to make sure you're targeting the right prospects... that you understand their business problem, and you know specifically what it is about your product or service that solves that problem. Once you have that, the best channels (online, offline, email, direct mail, ... more

Lead Nurturing Tools

Marketing Automation

Oct. 9, 2010

Bob Leonard and 6 other people answered this question

Social Media & Sales: Can Social Media really provide a push in a B2B sales environment?

The short answer is, "Yes. It does work for B2B, in general." It depends on which industry. I see good participation, meaningful conversations and valuable relationships fairly quickly and easily formed in information technology, for example. In other industries, like commercial construction, not so much. ... more

Oct. 7, 2010

Bob Leonard and 7 other people answered this question

What is the biggest mistake you often see businesses make concerning social media?

This is an easy one. It's a lack of follow-through. When they don't see immediate results, they stop blogging, tweeting, participating, etc. This most often happens in smaller companies when it's nobody's express responsibility to execute on social media. Companies, no matter their size, need ... more

Focus Interactive Summit

Oct. 7, 2010

Bob Leonard and 4 other people answered this question

What content is important to put on social media sites?

I've found that varying the content is helpful in filling out my online persona. There's a real and natural relationship between content, customer service, marketing, public relations, sales, social media and technology; so I address all those areas. Then I throw in some spiritually-related (not ... more

Focus Interactive Summit

Oct. 7, 2010

Bob Leonard recommends this answer by Jeremy Burt

Can you do "too much" social media at the same time?

Yes and no - using multiple social media opens you up to multiple sources of information and interactivity, but it also makes you exponentially more susceptible to missing out on a certain level of potential involvement with each individual media. You simply can't "be" everywhere ... more

Focus Interactive Summit

Oct. 7, 2010

Bob Leonard and 1 other person answered this question

How do you start to have a media presence if no buzz exists on twitter about your firm?

I agree with Cece, but would dive deeper on content. You need to have a significant amount of relevant and useful content (blog posts, case studies, presentations, videos, white papers, etc.). You have to give people something to get 'buzzed' about. The content must be ... more

Focus Interactive Summit

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