Digital B2B Marketing

OCTOBER 4, 2011

Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising. Before enterprise B2B marketers embrace modern media buying they must first embrace a new content consumption model.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

FEBRUARY 4, 2012

” In other words, QuinStreet is a lead generation company. With the loss of editorial staff and the purchase by QuinStreet, it seems the value in Ziff Davis Enterprise is just the ability to deliver leads. Today, publishers are integrating lead generation into everything they offer.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 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

NOVEMBER 6, 2012

No one buys from a company they distrust or pays a premium for a solution they see as a low cost provider. However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. In a recent logistics magazine, 60% of the full page ads are lead generation focused.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

APRIL 2, 2013

The buying process may take 12 to 18 months. 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? But if your program is the one that put them in the system, your program gets the credit if they become a qualified lead in the future.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 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

SEPTEMBER 2, 2014

Disclosure: I buy or recommend clients buy lead generation programs or data services from Madison Logic at times. B2B marketing has relied heavily on data for years, but are you tapping into today’s new data sources to improve your marketing. I have no financial interest in their business.

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

MAY 20, 2014

Even the people who ultimately buy from you will never see it! Demand Generation DemandGen Reports lead generation marketing automation' Source , Page 6). Most of your potential prospects will never even see your second form. The Biggest Progressive Profiling Mistake. Photo Credit: Phil Manker via Flickr cc. (It

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

MAY 31, 2012

You have seen the registration forms that go on and on, asking for information about an individual’s role in the buying process, project budget, timeline and more. In a (now older) report from TechTarget , the majority of people lie when asked about specific buying plans. What Is Your Content Really Worth?

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

JULY 31, 2012

Creating Demand Today, too many marketers are focused on a lead, or a contact record in their database that meets certain criteria. Demand generation , in contrast to lead generation, requires changing what is in your buyer’s mind, not what is in your database.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

OCTOBER 29, 2013

Would they buy it again? Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). Lead generation. Here is a hypothetical example: 79% of end users agree that our solution is easy to use. But what isn’t said? Brand awareness.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Lead generation is valuable, but content marketing can deliver so much more. Ideally, your content is easily discovered, naturally making you and your content a resource. Your Turn.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

FEBRUARY 16, 2015

Particularly with “lead guarantee” programs, where a publisher contracts to provide a certain number of contacts meeting specific criteria, marketers fall into the trap of believing their content isn’t critical. No, that doesn’t mean they want to buy from you. Often, the answer is “no.”

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

DECEMBER 22, 2011

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. Media Buying 7. Real time bidding platforms, ad exchanges and data exchanges will get a real foothold in B2B media buying.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

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. Media Buying 7. Real time bidding platforms, ad exchanges and data exchanges will get a real foothold in B2B media buying.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 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

Digital B2B Marketing

DECEMBER 3, 2013

For years paid search has been one of the most cost-effective media channels for B2B lead generation. Instead of continuing to invest in other lead generation programs, marketers put more money into search and expand search programs to include the display network (what used to be called the content network).

Paid Content 100

Paid Content Search Marketing Paid Search Agency Budget Programs 100

Digital B2B Marketing

JANUARY 22, 2014

You learn that media buyers have put a bit of social lipstick on their buys but they still don’t understand the potential of social media, the importance of content, and so much more. I plan and buy media. But you don’t buy The Onion because you want to reach Males 18-34. What happens when you survey 50 media buyers?

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

JUNE 7, 2012

May also refer to media buys that are paid for based on the number of clicks (as opposed to CPM). Used for performance-based online advertising buys, the cost is based on the number of actions (such as a registration or purchase) delivered. CPL : Cost per Lead. Calculated as cost divided by leads. CPN : Cost per Name.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100