Digital B2B Marketing

DECEMBER 20, 2011

Many B2B marketers look to content marketing as a key part of establishing thought leadership. 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.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

MAY 17, 2011

Two weeks ago, I wrote Five Reasons Lead Generation is on its Last Legs , exploring the reasons why today’s common lead generation tactics are beginning to fail. However, the requirement that marketing deliver leads will not change. What other changes will we see in lead generation?

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 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. There is nothing social about this!

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 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

APRIL 2, 2013

It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? In most B2B organizations, Salesforce.com or a similar solution is the system of record. Beyond cold, these leads may frozen solid. The solution isn’t simple.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

APRIL 20, 2011

You have committed to content marketing, you have invested in creating content, and your website has turned into a veritable content hub. At every turn, you offer related content to entice a registration and get someone to opt in to to your drip and nurture program.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

Digital B2B Marketing

MARCH 7, 2013

If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Lead generation is still one of the top objectives of enterprise B2B marketers and many B2B publishers continue to propose banners as a way to deliver leads.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

MAY 22, 2012

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. One of the primary ways B2B marketers capture leads online is asking prospects to register for content.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

AUGUST 20, 2013

You have a lead generation program. Since you are in B2B marketing, you probably want them to register. Measurement branding lead generation marketing qualified leads metrics reporting traffic' An influencer program. An advertising program. A marketing automation program. And your programs are doing great.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

SEPTEMBER 2, 2014

There are many new ways B2B marketers can use data. B2B marketing has relied heavily on data for years, but are you tapping into today’s new data sources to improve your marketing. Disclosure: I buy or recommend clients buy lead generation programs or data services from Madison Logic at times.

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

JULY 31, 2012

B2B marketing is complex. 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 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

MAY 31, 2012

In B2B marketing, bad data represents a huge lost opportunity. Based on a recent study from DemandGen Report , most B2B buyers feel long registration forms are appropriate. Inaccurate contact information is one of the reasons the traditional approach to enterprise B2B lead generation is on its last legs and needs to be reimagined.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

FEBRUARY 4, 2012

If you follow the B2B technology publishing landscape, you are almost certainly familiar with the Ziff Davis Enterprise brands. ” In other words, QuinStreet is a lead generation company. .” ” In other words, QuinStreet is a lead generation company. However QuinStreet may be a newer name.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

SEPTEMBER 10, 2013

Buying a B2B List. For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations. Renting a B2B List. Building a B2B List. Lists are generally built with a combination of research and calling and can be built for almost any criteria. This guide will get you started.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 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.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 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. Shouldn’t B2B marketing solutions be just as unique?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

DECEMBER 22, 2011

So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Video will come into its own for B2B marketers in 2012. B2B marketers will use video as a way for subject matter experts to more easily create content. Demand generation 9.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Video will come into its own for B2B marketers in 2012. B2B marketers will use video as a way for subject matter experts to more easily create content. Demand generation 9.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

OCTOBER 4, 2011

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 4, 2011

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

FEBRUARY 14, 2012

Are you a B2B marketer or interested in B2B marketing? Highlights from the Twitter chat are below, or you can view the summary here on Storify. Join the Discussion Add your own reaction to any of the statement in the comments below and join us for future #B2Bchat discussions!

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 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. Hey, It’s Free! likely without their knowledge.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

JUNE 26, 2012

The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. If you are talking about leads and lead generation, setting the definition is critical. Demand Generation At many companies, demand generation has become synonymous with lead generation.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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. 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

MAY 20, 2014

According to DemandGen Reports’ 2014 B2B Buyer Behavior Survey, only 38% of buyers said they viewed more than 4 pieces of content from the vendor they ultimately selected, and that includes videos, articles and other content that doesn’t require registration. The Problem With Progressive Profiling. Source , Page 6).

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

OCTOBER 29, 2013

I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). Lead generation. Turn Stats Upside Down.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

OCTOBER 4, 2011

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience, based on a wide range of audience data available for targeting.

Demand Generation 100

Demand Generation Ad Exchange Buy Demand 100

Digital B2B Marketing

JULY 21, 2011

Lead generation is valuable, but content marketing can deliver so much more. I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. Filed under: Content , Demand Generation. About Eric Wittlake.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

JULY 14, 2011

In today’s B2B marketing, the way thought leadership marketing is used is an oxymoron. Licensed analyst content to promote on its site and via advertising to capture leads. This may be an effective lead generation tactic, but it isn’t thought leadership. Filed under: Branding , Demand Generation , Rants.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

MAY 1, 2012

Inbound marketing represents a major investment for B2B marketers. 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.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

JULY 3, 2012

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

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. For B2B marketers, this environment requires a renewed focus on three elements and one major change. I am a digital and B2B marketer with a background in online media and analytics. “Why do you want my email and phone number again?

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. For B2B marketers, this environment requires a renewed focus on three elements and one major change. “Why do you want my email and phone number again? So your sales consultant can contact me? No thanks, I’ll pass.”

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

MAY 5, 2011

Lead generation, for purposes of this post, is collecting registration information for content, in order to build a marketing database or deliver leads to telemarketing and then on to sales. Delivering leads for sales drives today’s B2B marketing organization. B2B marketing is all about lead generation.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

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. Unfortunately, it doesn’t work that way.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. “Why do you want my email and phone number again? So your sales consultant can contact me? No thanks, I’ll pass.” The marketing automation machine lives on a diet of email and your sales process is built on the telephone.

Consulting 100

Consulting B2B Sales Marketing Automation Contact Marketing 100

Digital B2B Marketing

NOVEMBER 12, 2013

Over a series of three articles on B2B lead generation, we will look at types of programs or providers, how to measure the success of programs and things you can do to improve the results from your programs. Part 1: Lead Generation Alternatives to a Content Syndication Network. Direct Publisher Buys.

Lead Generation 100

Lead Generation Generation Leads Lead 100