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. For the sake of this post, lead generation programs refer to publisher programs that promote your content and capture registration.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 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. Are “Leads” the Only Thing Left?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

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

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. Usually, the near term answer is no.

Top of Funnel 100

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

Digital B2B Marketing

AUGUST 23, 2012

Lead scoring and personas are popular topics in B2B marketing. Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities. Let’s look at lead scoring, personas, and the connection that needs to be made.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 6, 2011

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The potential of these prospects is not reflected in your lead score. Your blind spot is there.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 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

JUNE 12, 2013

Congratulations, you are a B2B content marketer. There’s just one little problem: the leads are crap. 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.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

OCTOBER 6, 2011

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The potential of these prospects is not reflected in your lead score. Your blind spot is there.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer 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. 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 16, 2012

The B2B marketing community has become so focused on the journey they have lost sight of the destination. The purpose of B2B marketing is not leads, relationships, content or branding. This focus on the day-to-day marketing and business activities has given rise to a number of B2B marketing myths. It isn’t likely.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 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

AUGUST 20, 2013

You have a lead generation program. Since you are in B2B marketing, you probably want them to register. 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.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 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. Are you a B2B marketer or interested in B2B marketing? Or do marketers need to build microsites to support demand generation effectively?

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 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

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. Of course we get it wrong!

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

MARCH 19, 2012

Inbound marketing is a clear trend in B2B marketing. In fact, Sirius Decisions, a research firm focused on B2B markets, predicts more than 75% of leads will be sourced through inbound channels by 2015. The discussion highlighted three specific areas where content is challenging B2B inbound marketers.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 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. Today, B2B marketers have many new options available. Today, B2B marketers have many new options available. Use Your Keyword Data. Search Retargeting.

Advertisements 100

Advertisements Advertising DemandBase 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. Content Marketing 1.

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. Content Marketing 1.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MAY 23, 2012

If you measure or benchmark B2B demand generation activity across sales and marketing, one of the best benchmark resources just received a major facelift and a number of improvements. Marketing Qualification Is Significantly Expanded Sirius Decisions is recognizing three distinct sources of qualified leads now: Automation qualified leads.

Demand Generation 100

Demand Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 100

Digital B2B Marketing

NOVEMBER 1, 2011

B2B salespeople are looking to talk to people that influence or make decisions for business purchases. So why all the fuss about B2B being B2P (business to person)? So why all the fuss about B2B being B2P (business to person)? Maybe not you, but some B2B marketer will). In B2B, products and requirements are complex.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

AUGUST 28, 2012

If you are looking for another article that lists search, social media, persona development or lead management, this is not it. Here are 7 key characteristics of B2B marketers that will be able to learn the skills needed today and tomorrow and will be able to identify and pursue new B2B marketing opportunities as they emerge.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 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

MARCH 19, 2013

If you are in B2B advertising, you cannot ignore LinkedIn. 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. Will LinkedIn Become the B2B Marketing Leader?

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

AUGUST 30, 2011

The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “ Branding Doesn’t Work in B2B “). Does your woozle play a role in closing a deal in enterprise B2B? B2B buying decisions are emotional decisions with a rational justification.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

OCTOBER 15, 2013

For most B2B marketers, it isn’t nearly enough. Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted and then organically spread. Facebook’s targeting options for B2B marketers are far better than many people give it credit for. So what else can you do?

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 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

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. If your goals are broad communication or broad lead generation, lists are likely not your best initial investment.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

OCTOBER 11, 2012

B2B Marketing That Meets Needs Today, most sophisticated B2B marketers are focused on providing information that allows buyers to meet their business needs. As you help potential buyers through the process, they will become more familiar with you and your solutions as well, leading to an opportunity to make a sale.

B2B 100

B2B B2B Sales Advertising Agencies B2B 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.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

OCTOBER 6, 2011

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. Your blind spot is there. The problem is, you only see how people respond to your content and your [.].

Lead Scoring 100

Lead Scoring Lead Ranking Leads Lead 100

Digital B2B Marketing

JUNE 21, 2012

It is an example of content marketing that many B2B marketers can learn from. Everyone of of them can apply in B2B content marketing as well. There is no long intro animation or lead in that gives the viewer an opportunity to reconsider watching. Your B2B content can too.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 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

OCTOBER 24, 2011

These and other questions were debated during a Twitter #B2Bchat on Thought Leadership in B2B Marketing on October 13, and I had the privilege of moderating the discussion. ” Heretics have positions that are beyond the leading edge and the wisdom of their position or view is only seen over time. Prime example is Galileo.”

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 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. About Eric Wittlake.

Demand Generation 100

Demand Generation Demand Buy Generation 100