Digital B2B Marketing

JUNE 12, 2013

There’s just one little problem: the leads are crap. Embrace the Bad Leads. No, of course you don’t want to focus on just getting more leads that aren’t in your market. But embrace the fact your content draws an audience looking for the information you are offering! Take a long term view.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

MAY 17, 2012

If you talk to a publisher or lead generation firm, it would seem leads have become a commodity. Nearly every B2B publisher offers lead generation under a broader heading of demand generation. What is your target audience? How many leads do you need and when do you need them by? Can Lead Generation Be This Easy?

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

NOVEMBER 27, 2012

B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. Here is a better way, along with actual results, that companies can use to drive leads through social media. This could be the perfect solution to promote your updates and still drive leads.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

JULY 10, 2012

Lead generation continues to be a top objective for B2B marketers and content syndication is primary offering from publishers. Leads in this post refer to contacts captured through a registration form, in line with the way B2B publishers label their programs. The downside is limited control over where your program will run.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

DECEMBER 20, 2011

However, companies frequently expect the same content marketing program to capture contacts or leads as well. Consider the lead generation activities of the following three types of marketers. An Average Market Participant Your company is known to a few, but the audience doesn’t recognize you for your research or perspective.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

MAY 3, 2012

Among paid media and advertising tactics, lead generation programs like content syndication are a key source of leads for B2B marketers, especially in the enterprise technology space. Tell a B2B publisher that you are interested in lead generation and the majority will point to some form of white paper syndication program they offer.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

NOVEMBER 6, 2012

However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. B2B Marketing’s Lead Generation Focus B2B marketers are pitching white papers, webinars and other content at every turn. All they see are leads.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

MARCH 12, 2013

.” You do not trust your content to tell your story, grow your audience or sell your solutions. Don’t trumpet your content as your communication king, as the key way you connect with your audience, if the real way you connect with your audience comes after they fill out a registration form. Capture leads.

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

AUGUST 20, 2013

You have a lead generation program. Does Your Audience Know You. As you do a better job of reaching the right people, the percentage of contacts that become marketing qualified leads will increase. See the SiriusDecisions waterfall for a useful model of various lead stages. An influencer program. An advertising program.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

APRIL 29, 2014

It will lead to a degradation of media brands, an influx of low quality content and ultimately the loss of many of the benefits that made native publishing attractive in the first place. Hubspot gets more than 1 million visitors a month to their site and nearly 750,000 leads a year. Native publishing is the clear solution.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

MARCH 1, 2012

B2B technology marketers running lead generation programs are finding their content or offers on a wide range of sites they never intended to place their content on, yet they are paying $20 to $60, or more, every time someone downloads their content from these sites. This is not the audience profile of a site providing business software.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

JULY 31, 2012

Sales cycles are long, measurement can be convoluted, and segmentation, lead scoring and sales and marketing alignment take traditional marketers into uncomfortable spaces. Creating Demand Today, too many marketers are focused on a lead, or a contact record in their database that meets certain criteria. B2B marketing is complex.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

FEBRUARY 14, 2012

Can corporate websites support demand generation and lead capture? Demand generation is too focused on lead capture and not focused enough on meeting the needs of their audience. The latest #B2Bchat discussion focused on the relationship (or lack thereof) between corporate websites and demand generation.

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 100

Digital B2B Marketing

JULY 3, 2012

It may be one of the primary ways you stay in touch with your audience. Turning Attention into Marketing Success The top three content marketing objectives according a recent survey by Curata (notably, a company that offers a solution for content curation), are driving leads/sales, thought leadership and brand awareness.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

MARCH 25, 2013

B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising. Use Your Own Audience Data. Data is one of the keys to modern online advertising, take full advantage of the audience data you already have in house. InText Ads.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

MARCH 19, 2013

With great reach (#22 US site in January 2013 according to ComScore ), extensive profile data actively maintained by the audience and granular targeting options, LinkedIn is a powerhouse in the world of B2B advertising. You can even include, in typical SlideShare fashion, lead capture within your content.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

JUNE 26, 2012

Unfortunately much of it reflects zero thought and leads no where. Depending on the definition, the cost of a lead may be 50 cents or $1,500. If you are talking about leads and lead generation, setting the definition is critical. Or the perception your audience has of your company? Affinity for your product?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

OCTOBER 29, 2013

Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). Lead generation. every publisher reports the audience likes their specific publication best. When you look at the sample audiences, they are vastly different. Brand awareness. Content marketing.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

JANUARY 3, 2013

You examine everything in your bid for more opens, more clicks, more leads and more sales. Email Marketing 101 Your audience is gold , or at least the closest thing you have to it. Treasure your audience, value your audience. Do everything in your power to become treasured by your audience.

Practices 100

Practices Eloqua Best Practices Open Rate 100

Digital B2B Marketing

MAY 1, 2012

Not only do you still need to create content to capture leads, nurture prospects and support sales, you need to create sharable and discoverable content also and then patiently wait before you see the return on this new investment. Traditional B2B marketers face a challenge.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

APRIL 28, 2011

Jay Baer’s Convince & Convert : Twitter leads today, LinkedIn is growing. Each audience is different, and the question for your business is not what is best, but what is best for you. The general advice is to understand your audience and what sites they use. THECOOLIST : Facebook is completely dominate.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

DECEMBER 22, 2011

Flooded with content, audiences will turn to recognized sources. As companies enter social media late, they will turn to social advertising to develop an “audience” and as ways to extend digital media buys while satisfying internal requirements to test social media. Content Marketing 1. Name recognition will rule.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

APRIL 4, 2013

Media companies say they can target and engage your audience: how are they doing it? Do they have experience targeting your audience for similar marketers with similar goals? Are they using tactics beyond the core program to deliver the promised leads, followers or visits? Question Networks and Publishers.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

DECEMBER 2, 2011

Flooded with content, audiences will turn to recognized sources. As companies enter social media late, they will turn to social advertising to develop an “audience” and as ways to extend digital media buys while satisfying internal requirements to test social media. Content Marketing 1. Name recognition will rule.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. As a marketer, your role is to lay out the potential paths and start your audience down a path that will engage them. Don’t worry about filtering off an audience this is really engaged in the content. B2B buyers are well educated adults.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

AUGUST 30, 2011

Like a woozle, your brand lives in the hearts and minds of your audience and affects behavior. The perception your audience has of your company is the reality of your brand. The experience your prospect has at each touchpoint is critical, these experiences shape and reshape your audience’s perception.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

MAY 3, 2011

If your marketing plan is dependent on a click, your audience is getting smaller. Collective’s research sheds some light, and it is probably not your target audience. Those that click on banner ads tend to be older and have lower incomes than the average internet audience. These results are from ComScore research.

Banner Ads 100

Banner Ads Ads Click Rate Banners 100

Digital B2B Marketing

JUNE 21, 2012

There is no long intro animation or lead in that gives the viewer an opportunity to reconsider watching. It isn’t About Selling The primary focus is connecting with the audience, not selling the game. The B2B Marketing Lesson B2B marketing content can captivate your audience and transcend your solution offering as well.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

Digital B2B Marketing

SEPTEMBER 24, 2013

If Google shuts off access to AdID for a network, either because they are not paying Google’s fees (it isn’t clear if there would be a cost to providers over time) or they are not abiding by Google’s terms, they would lose the ability to sell audience-targeted advertising.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

NOVEMBER 17, 2011

The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. Increase you search rankings by curating content that speaks to your offerings, and organize and share that content with your audience.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. Increase you search rankings by curating content that speaks to your offerings, and organize and share that content with your audience.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

JULY 24, 2012

In B2B marketing, standing out from the crowd and getting your audience’s attention is absolutely critical. Today you can target online advertising in addition to email list rentals and lead generation programs to just your list of target companies. Share your opinion in the comments below or with me on Twitter (@wittlake).

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

JUNE 11, 2012

B2B marketers are looking for a shortcut to thought leadership , but the shortcut many are taking lead somewhere else completely. Done well, it can make you a recognized resources for news and information and keep you in front of your audience. Does sharing someone else’s content make you a thought leader?

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

SEPTEMBER 10, 2013

List rentals can also reach a larger portion of a given target audience than purchased lists. Lists have two distinct disadvantages versus alternative marketing options: A list constricts your message to a relatively small, discrete audience. Before you jump into any list, make certain lists are really right for you.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

JULY 16, 2012

The purpose of B2B marketing is not leads, relationships, content or branding. Your audience must be at the heart of your marketing, and as your audience changes, your marketing must change as well. The B2B marketing community has become so focused on the journey they have lost sight of the destination.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

MAY 29, 2012

B2B marketing discussions on Twitter and blogs have a tendency to focus on singular topics, such as Twitter, marketing automation , or lead generation , as if they are right for everyone and we just need to do them well. How do you drive sales of your new higher price point and more profitable services to a new business audience?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

FEBRUARY 5, 2013

Yes, market and audience research can be incredibly valuable. But when it is misused, even the best information can lead you in the wrong direction. Research rarely studies an audience exhibiting a single consistent behavior. Instead, multiple distinct audiences are generally assessed together. Forgetting the Trend.

Research 100

Research Advertising Benchmark Blast Campaigns Customer Surveys 100