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

DECEMBER 2, 2013

You are easily spending thousands on lead generation media programs each month. You have carefully chosen your partners, negotiated an effective cost per lead and are diligently measuring your results. The content you should use depends on how the lead generation program is structured. Select Your Content Carefully.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 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. Demand creation activities must support the buying process on the buyers terms.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation 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. 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

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

APRIL 20, 2011

Give them a taste of that value before they buy the content. Include additional information for someone on the fence about buying it and clearly state that you protect and do not share contact information. Highlight the value someone will receive. The Page Function.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 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

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? Beyond cold, these leads may frozen solid. 20 different people may be involved in the decision. Sweeping up late stage contacts.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 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

MAY 20, 2014

Even the people who ultimately buy from you will never see it! Marketing never gets the opportunity to identify and deliver a lead. Finally, if your critical, must have information includes 15 fields, you don’t need a new form solution, you need to re-evaluate your lead requirements.

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 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

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 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

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

JUNE 11, 2014

If I’m looking for a computer, search for Dell, click the top organic result and buy a new laptop, is search the reason I bought a laptop from Dell? If you have a well-known brand and run a well-targeted campaign, you are reaching people who would buy from you without your marketing. Here are four common culprits. Branded search.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 1, 2011

Consider buying a home: a huge personal decision, but until recent low interest rates and home buying booms, a common rule of thumb was that a mortgage should be no more than 2x your income. What makes these people different? They Make Bigger Decisions There is more resting on business decisions than on personal decisions.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 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

APRIL 4, 2013

Did it indicate how important social media is in the buying process? Did it even indicate that they use it in the buying process, or that they just have a Facebook account? Are they using tactics beyond the core program to deliver the promised leads, followers or visits? Just how was social media defined?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

MARCH 25, 2013

Search retargeting allows you to buy display ads targeted to people that have searched for your keywords. Buy your keywords in the text of articles on news and content sites. Bizo has established themselves as the leading provider of B2B audience data, here are the segments they have available. Search Retargeting. InText Ads.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

DECEMBER 19, 2013

Programmatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. You can count the number of leads on one hand. You’ve already proven they are effective in other targeted buys. Putting Programmatic Buying In Its B2B Place. ” Wow, sign me up, right?

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

NOVEMBER 10, 2011

I do not want you to buy my product. I want other people to buy and use my products and services because of you. I do not even want you to use my product. Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

I do not want you to buy my product. I want other people to buy and use my products and services because of you. I do not even want you to use my product. Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

AUGUST 30, 2011

With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? The buying process in some businesses is clearly defined, but it is not rational. B2B buying decisions are emotional decisions with a rational justification. And what does that have to do with a woozle?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 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.

Peer-to-peer 100

Peer-to-peer Content Marketing Content 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? Consider the following list of choices: A.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

AUGUST 14, 2012

Bring Your Lead Nurturing Program to Advertising As potential customers move through the buying process, online advertising can be tailored, delivering the most appropriate message to each potential customer. CRM Retargeting Applications for B2B Marketing The possibilities are nearly endless.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Accept the product development lead’s invitation to join the technology review meeting. The choice someone makes provides information about the type of content they are interested in or the stage in the buying cycle they are at. To use Choose Your Own Adventure language, the choices might be: Take a customer to dinner; or.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

NOVEMBER 12, 2013

Need leads? The more targeting you need, the more expensive those leads become. The more targeting you need, the more expensive those leads become. Part 1: Lead Generation Alternatives to a Content Syndication Network. 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

OCTOBER 17, 2016

We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. Well, their lead score leaves a lot to be desired… Sure, all else equal, someone consuming more specific information about your offering is a better prospect. But as a prospect?

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

JUNE 26, 2013

Your primary goal is to increase engagement, raise lead scores and pass a more active “lead” to sales as quickly as possible. For many companies, simply maintaining visibility and increasing mindshare between buying cycles will be more valuable than actively pushing towards a change and the start of a new buying process.

Buyer's Journey 100

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

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

MAY 16, 2013

Sales needs leads in order to deliver revenue. So you focus on delivering leads and ensuring sales has what they need to close. In today’s enterprises, there are catalysts, influencers and buying processes. If you use it (to buy anything on Amazon), I appreciate your support! Not Starting From Your Revenue Strategy.

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

Digital B2B Marketing

MARCH 14, 2013

Algorithmic Media Buying. A significant portion of the online media landscape is quickly moving towards algorithmic media buying. Where Does This Lead? Today, BuzzFeed uses data as a key input and may already be using more algorithmic approaches than many of us realize. (I’m

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

SEPTEMBER 6, 2012

The question is, are you delivering convenience for your audience at every stage of the the buying process? In short, it means you are going out of your way to make buying convenient for your audience. Every piece of content and interaction should lead to another one. This is an area that many marketers are still overlooking.

Work Management 100

Work Management Content Marketing Wikipedia Marketing Management 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