Digital B2B Marketing

FEBRUARY 14, 2012

The latest #B2Bchat discussion focused on the relationship (or lack thereof) between corporate websites and demand generation. Can corporate websites support demand generation and lead capture? Or do marketers need to build microsites to support demand generation effectively? These are some of the questions we tackled on B2Bchat on February 8, 2012, and I had the privledge of moderating the discussion on Twitter.

Demand Generation 111

Demand Generation Demand Generation Marketing Websites 111

Digital B2B Marketing

FEBRUARY 13, 2012

The digital media landscape is changing rapidly. Once, most advertising was purchased directly from publishers. Today, increasingly, advertisers and agencies are purchasing media in real time auctions, impression by impression. To put this into context, AT&T purchased 105 billion impressions in 2011, according to research from ComScore. Purchased through modern media platforms, that would require winning 105 billion auctions, and participating in far more.

Demand Generation Agencies 110

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 110

Digital B2B Marketing

FEBRUARY 16, 2012

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. The problem is, one is focused on changing the audience’s perspective, the other is focused on capturing their information.

Demand Generation Agencies 173

Demand Generation Agencies Demand Generation Lead Generation Demand 173