Digital B2B Marketing

JANUARY 12, 2012

Here are a few common metrics for B2B marketers and ways some businesses influence the metric without driving long-term results. High volume, low cost traffic sources will immediately your metrics, but they may not improve your business. Is cost per lead a key metric? Is traffic a key goal? Is revenue key?

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

DECEMBER 2, 2013

You have carefully chosen your partners, negotiated an effective cost per lead and are diligently measuring your results. The program should deliver early stage contacts at a relatively low cost per contact, not contacts who aren’t actually interested in what you do. Content For Cost Per Contact Program.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

DECEMBER 22, 2011

While adoption will increase, without clear success measures of incremental business results , many businesses will continue to question ROI. However, many B2B marketers will not have mobile websites or apps that are core to their business and few will make mobile a key consideration in the design of their corporate sites.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

While adoption will increase, without clear success measures of incremental business results , many businesses will continue to question ROI. However, many B2B marketers will not have mobile websites or apps that are core to their business and few will make mobile a key consideration in the design of their corporate sites.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

APRIL 2, 2013

Tactics like buying branded search terms or running retargeting campaigns are particularly cost-effective on paper because only target people who have already shown a level of interest or familiarity with your solution. New marketing technology or service investment will need to be made, likely increasing the infrastructure cost of marketing.

Top of Funnel 100

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

Digital B2B Marketing

DECEMBER 11, 2012

If you don’t know who Sharon Drew is, she is the creator of Buying Facilitation and has written multiple books delving into how and why businesses buy, including the behind-the-scenes issues that sales, content and marketing automation often do not address today. If it didn’t, they would already be out of business.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

NOVEMBER 1, 2011

B2B salespeople are looking to talk to people that influence or make decisions for business purchases. Businesses do not make decisions. People make decisions on behalf of businesses. So why all the fuss about B2B being B2P (business to person)? In contrast, major business purchases often go through the ringer.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

MAY 21, 2013

Here are two situations where marketing automation, with its complexity, learning curve and cost, just isn’t the right solution. Marketing automation gives you a way to automate your marketing activity with far more complex business rules. Your Marketing Isn’t Well Established. You Don’t Have Scale.

Marketing Management 100

Marketing Management Marketing Automation Services Marketing Automation Automation 100

Digital B2B Marketing

MARCH 5, 2013

Most B2B marketing organizations miss the biggest opportunities to impact their business because they have not identified the right goals. Why isn’t business coming out of your ears? If the priorities are not clear, begin estimating the cost, the time and the benefit to your business of each potential objective.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

JULY 6, 2011

These companies offer cost efficiency, but more importantly, they give customers the freedom to quickly adapt to their market. Said another way, the Anything-as-a-Service model gives customers the freedom they need to pursue the best course for their business. Filed under: Business. We see this change playing out today.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

JULY 23, 2013

No business would accept a 50% ROI if there is a 150% ROI available with no additional risk, but that same 50% would look great when you were only expecting 20%. Our expectations are a function of our historical measured ROI, our business requirements and what we see from others around us. Consider this second scenario.

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

SEPTEMBER 27, 2012

If you are in recruiting, lightweight solutions like HiringThing are bringing new low-cost options into the market. Your Turn Today, are businesses better served by executing a well thought out plan or developing a business and marketing infrastructure that is nimble enough to respond throughout the year to the changes around them?

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 29, 2012

The amazing advances I expect to see from companies like GE will not come about because devices become social, it will be because information can now flow between individuals or devices, the cost of development has plummeted and we are constantly connected. The various platforms we have today can be used for a wide range of purposes.

Work Management 100

Work Management Marketing Management Social Networks Social Media 100

Digital B2B Marketing

JANUARY 29, 2013

However, unless other changes dramatically improve the cost effectiveness of your marketing, a reduced marketing budget will take its toll over time. Your Turn Hopefully this presents a clear case, but if you are in marketing you likely still disagree.

Budget Programs 100

Budget Programs Marketing Budget Marketing Automation Services Paid Search Agency 100

Digital B2B Marketing

MAY 24, 2011

Lower cost, reduce risk, increase visibility. You understand my needs and my business. By taking the time to create an appropriate solution instead of sending me a solution sheet without context, you show my business is important and worth investing in. It is sized for my business, it works in my environment.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

APRIL 11, 2013

I’ve said before, if content marketing is really that cost effective today, it will become more expensive in the future. Instead, challenges like integration, measurement or keeping up with changes in the market would rise to the top. How did we get here? We said content marketing was cheap.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

DECEMBER 15, 2011

Likewise, search may receive larger budgets because it appears to be far more cost effective than it actually is. I once worked with a client that was seeing flat revenue, but the online marketing group, based on viewthrough tracking metrics, was claiming they had increased business by about 20%. Viewthrough tracking.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

AUGUST 13, 2013

Like many long term business and marketing goals, our personal dream was still fuzzy around the edges. And if you somehow create the infrastructure that is, your marketing will be crushed by the cost of the infrastructure. Selling our home and getting land has been a dream of ours. But alas, we didn’t. Ahh, real time marketing.

Planning 100

Planning Marketing & Strategy Marketing Network Marketing 100

Digital B2B Marketing

DECEMBER 6, 2011

Looked at another way, Google averages two algorithm changes every business day. If you sell insurance and their priorities are risk management and lowering healthcare cost, you need to know. Google makes approximately 500 search algorithm changes a year. So how do you keep up with all the changes Google makes? Focus on your audience.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Looked at another way, Google averages two algorithm changes every business day. If you sell insurance and their priorities are risk management and lowering healthcare cost, you need to know. Google makes approximately 500 search algorithm changes a year. So how do you keep up with all the changes Google makes? Focus on your audience.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

AUGUST 20, 2013

Yes, this is a gross generalization, but all else equal, increasing traffic is a very good sign for your business. Conversion rate optimization, including A/B testing, is one of the most cost effective investments you can make once you have sufficient site traffic. Is Your Traffic Growing. Pay attention to where traffic is coming from.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

APRIL 17, 2013

Each makes an impression, each has a cost and each can be scaled to some degree. Conversely, a great sales experience that directly addresses how your solution is right for their business can overcome a tarnished perspective from marketing. The Spectrum of Marketing. A mobile banner? A television spot? A white paper?

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

JUNE 26, 2012

Strategy When you say strategy, or you referring to your 50 year strategic plan that considers things like the lack of potable water and the impact of peak oil on your business? Depending on the definition, the cost of a lead may be 50 cents or $1,500. To others, integration means something far bigger and more challenging to execute.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

JUNE 2, 2011

Ways to improve business or reduce cost that require purchasing your product are only valuable when I’m in market. Stage zero content is fundamentally different from buying cycle content. Here are five general characteristics of stage zero content. No Investment Required.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

SEPTEMBER 19, 2013

At the bottom of the list are Business Aviation, CenturyLink, and Oppenheimer Funds, with 53,549, 78,593 and 84,658 projected pageviews per year. Does the quality of the audience, and any cache that comes from having content on Forbes, make up for the high cost of distributing content for these marketers?

Advertisements 100

Advertisements Advertising Research Distribution 100

Digital B2B Marketing

JUNE 7, 2012

The Basics B2B : Business to business. SMB : Small and Medium Businesses. In the US, research generally considers businesses with less than 100 employees to be small businesses and those with 100 to 1,000 employees to be medium buisnesses. CPC : Cost per Click. CPM : Cost per 1,000 Impressions.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

DECEMBER 3, 2013

For years paid search has been one of the most cost-effective media channels for B2B lead generation. But over the last year, I have seen or heard case after case of B2B marketers struggling to make paid search, and Google AdWords in particular, cost-effective. .” I never expected to say that. Just Use Broad Match.

Paid Content 100

Paid Content Search Marketing Paid Search Agency Budget Programs 100

Digital B2B Marketing

JULY 25, 2013

Here is my best guess: Eloqua populates this content dynamically and they didn’t have enough content, or content that matched to the business rules, to populate the entire template for some individuals. How Much Does Half a Banner Cost? Unfortunately, as systems become more complex, more marketers will make this mistake.

Eloqua 100

Eloqua Auto Responder Banners Marketo 100

Digital B2B Marketing

MARCH 14, 2013

Marketing automation platforms like Marketo and Eloqua allow marketers to create complex business rules that are automatically executed, similar to the early bid management platforms. What if everyone could always get the right communication, based on all of the information you have about them?

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

JUNE 18, 2013

Outsourcing content is always a shortcut (with cost) option, but what are you looking to accomplish with your content? What other content shortcuts do you see individuals or businesses take that simply don’t work? Easy Content Myth 4: Outsource It. Share them in the comments below or with me on Twitter ( @wittlake ).

Content 100

Content Opinions Video Marketing Advertising Agencies 100

Digital B2B Marketing

JULY 1, 2013

Cost per click or interaction has become the norm in the social advertising space. If shares drive additional clicks, there isn’t an additional cost. However, for B2B marketers looking to reach specific business audiences, it just might be the best social advertising option yet. Supports Content Marketing Programs.

Cost Per Click 100

Cost Per Click Linkedin Advertisements Advertising 100

Digital B2B Marketing

MARCH 31, 2011

This valuation is for a hypothetical mid-sized B2B technology marketer, ACME Business. Email list rentals are cost prohibitive, and performance has been falling almost every year. According to Worlddata, the average enterprise B2B email list rental cost is $280 per thousand (the latest price index is available here ).

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Demand Generation Agencies 100

Digital B2B Marketing

MARCH 4, 2011

Email is probably one of the most cost-effective channels for Kodak, and this allowed Kodak to quickly expand its email marketing. While all major marketers should understand email today, email is Kodak’s marketing, not their core business. We do not provide email addresses to our business partners.

Enterprise Management 100

Enterprise Management Advertising Agencies Digg Demand Generation Agencies 100

Digital B2B Marketing

JUNE 26, 2013

For some businesses, this may mean six emails a quarter, for others it might only be two. outside of high cost advertising campaigns, events or other traditional marketing activities. Whatever it is, it will be the slowest cadence of all of your nurture programs and it will likely lean heavily on email.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 100

Digital B2B Marketing

MARCH 25, 2011

The company is profitable, growing, and for the moment, on top of business social media networking. Accurate professional profiles, maintained by each of us, group membership, even a business social graph (check out InMaps ). Business Leisure Time. Cost Efficiency. For B2B marketers, LinkedIn cannot be ignored.

Linkedin 100

Linkedin Media B2B Digg 100

Digital B2B Marketing

MARCH 1, 2011

[Choosing metrics is tightly linked to strategy and marketings contribution to overall business challenges and opportunities. Always use the top two boxes, which gives you a cost-efficiency and a quality metric. Step Three: Measure and Optimize Use the quality and the cost efficiency metrics together.

Advertisements 100

Advertisements Advertising Planning B2B Thought Leadership 100

Digital B2B Marketing

MARCH 7, 2011

The research is based on a survey of approximately 1,500 IT and business professionals, with good representation of senior IT management and large companies. In contrast, concerns about business and employee receptiveness is cited by less than 15% of respondents. IT needs to be able to forecast and manage costs.

Enterprise Management 100

Enterprise Management B2B Thought Leadership Marketing Management Thought Leadership 100