Digital B2B Marketing

MAY 31, 2012

According to SiriusDecisions , companies with the best quality data drive 70% more revenue through marketing programs than those with simply average data quality. Only 10% of individuals are willing to provide information beyond basic contact details for a webcast. Contact DemandGen Report directly for additional information.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

MAY 17, 2011

Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. A buyer, educating themselves, resulted in a two day sale for a company with a 90 day average sales cycle. Opt-Ins and Contact Request.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

SEPTEMBER 27, 2011

So your sales consultant can contact me? According to research, buyers only engage with companies directly during the last 40% of their research process. Making marketing contacts channel agnostic. Marketing automation platforms will respond with extended support for social media contact channels.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

AUGUST 20, 2013

Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. As you do a better job of reaching the right people, the percentage of contacts that become marketing qualified leads will increase. Just Get Started.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

OCTOBER 18, 2012

Here are a couple examples of how B2B target audiences are generalized for advertising: Juniper targets companies with large data centers. However, before that can be turned into a broad advertising plan, it is generalized as large companies or specific industries likely to have large data centers. Measure traffic by company.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 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. Focusing on Linear Results Measurement Marketing measurement starts when a contact is captured and continues as contacts move into and through the sales pipeline. Here are the issues that may be blinding you today.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

DECEMBER 20, 2012

Particularly if its a common name, adding a title, company, location or other info to your search will help to narrow the results and find the right person. If you are identifying contacts, researching prospects or just spying on a competitor, now you can access any profile on LinkedIn. Here is what it should look like.

Profiling 100

Profiling Linkedin Google Paid Search Agency 100

Digital B2B Marketing

MAY 5, 2014

Your marketing database is full of contacts that will never become clients. Even if it’s well maintained, it is full of tire kickers, companies that are too small or large, or contacts that just aren’t a good fit. All types of people visit your website.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

Digital B2B Marketing

JANUARY 10, 2012

Marketing lists are often acquired sporadically, and when these acquisitions are handled by various groups, companies lose the opportunity to learn from their successes or failures. I would rather see a company build their list organically over time, creating a list of people that have opted in specifically to hear from them.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

SEPTEMBER 10, 2013

Whether you want to promote your upcoming webcast, send a multi-channel campaign, or give your telemarketing team a list of contacts to call down on, it starts with a list. While it is true that quality is lower, the relatively low cost still works out well for many companies. You are targeting very specific roles and/or companies.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

AUGUST 14, 2012

Conceptually, companies can do this because you provide your email address online. If your email address is one of the emails a company is looking for, they add you (technically, a cookie ID in your web browser) to the list of people they are targeting. The possibilities are endless.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

DECEMBER 22, 2011

Inbound marketing will continue to accelerate and will be a competitive advantage for companies providing high quality content. As inbound attracts more attention, 2012 will see more inbound marketing failures from companies that are not committed to content creation. Inbound Marketing 4. Social Media 5. Where is the ROI?

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

Inbound marketing will continue to accelerate and will be a competitive advantage for companies providing high quality content. As inbound attracts more attention, 2012 will see more inbound marketing failures from companies that are not committed to content creation. Inbound Marketing 4. Social Media 5. Where is the ROI?

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MAY 12, 2014

No one opted in with a random list company to receive emails from you. When you buy an “opt-in” list, at best you are buying a list of email addresses that opted in to receive emails from some media company, newsletter vendor, event organizer, or similar. Just walk away. It’s that simple. They don’t!

Opt-in 100

Opt-in Buy Privacy Policies Opt-out 100

Digital B2B Marketing

APRIL 2, 2013

As a results, B2B acquisition marketing often devolves into one of two places: Just getting a lead (really just some contact details, but I digress) into the marketing and sales machine. Sweeping up late stage contacts. It is a complex sale, but most B2B companies will continue to use their simple measurement.

Top of Funnel 100

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

Digital B2B Marketing

OCTOBER 2, 2012

You can target by company size, functional role, industry, seniority, or even individual companies and group memberships. Target advertising to individual contacts, like those in your CRM database. Companies like Retargeter and Bizo offer this solution. Company targeting. CRM retargeting.

Advertisements 100

Advertisements Advertising DemandBase CRM 100

Digital B2B Marketing

JULY 11, 2013

Improving awareness and perception of your product, brand or company increases the leads across all sources. When peers recommend your company to a prospect who already knows and is interested in you, the recommendation is more memorable and confirms their view that your company should be considered. More inbound contacts.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

DECEMBER 20, 2011

However, companies frequently expect the same content marketing program to capture contacts or leads as well. Requiring registration limits distribution and recognition of the content that is supposed to position your company as a thought leader. The problem is, registration and thought leadership are at odds with each other.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

JUNE 12, 2013

Some contacts will be appropriate for immediate followup or a nurture program built around an active buyers journey. For mid-market and large companies looking to be leaders in their market, you cannot afford to leave that educational and stage zero content to your competitors. Segment and nurture responders.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

NOVEMBER 27, 2012

In the last couple weeks, two companies have emailed or called me because I follow influential sales and marketing accounts on Twitter. 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

JULY 31, 2012

You need to understand the information your buyers need and deliver it in a way that is easy for them to access and consume throughout the entire relationship with your company. 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

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

JUNE 20, 2013

Yes, QR codes can offer a convenient alternative to URLs or contact information, but stop making these QR code mistakes. And I never did get around to looking up that company. To use it, I needed to set my laptop aside, pull out my phone, scan the URL, and then use a tiny screen. Marketers, stop it! Make Scanning Urgent.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

JUNE 4, 2013

Although inbound has the longest rampup time, it is increasingly the first choice for smaller companies and startups and a quickly growing focus for larger marketers. Time after time, HubSpot’s research shows that inbound leads are both lower cost and higher quality than those from outbound marketing. Search marketing.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

AUGUST 11, 2011

On Twitter or G+, the difference between spam and consensual contact is much clearer than it ever has been in email. Companies like Cisco and Intel manage multiple social media accounts, allowing people to opt-in to accounts with a specific focus. In need of popular support, this Congress may finally take on extensive privacy reform.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

OCTOBER 11, 2011

Companies embracing content marketing were able to provide unique value to clients and prospects. Soon, not offering content that supports the research and buying process may be the equivalent of not having a website, phone number or email contact for your business. Content marketing was not the norm. Today, the situation has changed.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

OCTOBER 11, 2011

Companies embracing content marketing were able to provide unique value to clients and prospects. Soon, not offering content that supports the research and buying process may be the equivalent of not having a website, phone number or email contact for your business. Content marketing was not the norm. Today, the situation has changed.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

OCTOBER 15, 2013

For consumable, spreadable content without a strong sales or company spin, start with this list. Try typing job titles, industries, affiliations or companies in the self-serve platform, you may be surprised by what is available. There are some places where sharing and discovering content is natural. Promoted Tweets. Facebook Ads.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

JUNE 26, 2013

The result is often a series of short term “nurture” programs combined with campaign blasts sent sporadically to a huge list of inactive contacts. To handle these contacts and the ones you may already be nurturing successfully today, here are seven different types of prospect nurture programs you need to create.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 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. Toby shared a number of examples with me, including a marketer that expected more than $1.2

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

JULY 31, 2013

One thing is immediately clear reading this list: every application here delivers a core service of a company or product. Just one tap for an overview of your business, reviews, hours and contact information. Pandora Radio (42%). Apple iTunes (41%). Cooliris (38%). Messenger (32%). Your App Solution: Other People’s Apps.

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 100

Digital B2B Marketing

JULY 25, 2013

Dear , When personalizing an email, handling contacts without a name in your database is one of the most basic steps. As these examples show, almost all from companies that should know better, it is far easier for a problem to slip through when the technology is now creating the marketing your audience sees.

Eloqua 100

Eloqua Auto Responder Banners Marketo 100

Digital B2B Marketing

MARCH 24, 2011

In fact, an older Knowledge Storm survey published by Marketing Sherpa showed only 38% consistently provide accurate phone numbers and nearly half don’t even provide an accurate company name. I don’t want to be contacted. For those marketers, here are three recommendations to collect better contact information.

B2B Thought Leadership 100

B2B Thought Leadership Demand Generation Agencies Digg Demand Generation 100

Digital B2B Marketing

NOVEMBER 12, 2013

However these programs often come at a significant premium and the quality of contacts isn’t necessarily that much higher. Purchased Contacts. An increasing number of lead generation providers today sell contacts based on recent activity. You can purchase contacts that fit your basic target criteria (i.e.

Lead Generation 100

Lead Generation Generation Leads Lead 100

Digital B2B Marketing

APRIL 6, 2011

For instance, w/B2Bs that need to generate mass 1:1 contacts, w/repeat customers (like FedEx or Staples) and don’t have a salesforce calling on prospects, then YES I concur that that is an example of a B2B that should absolutely embrace SM. Thanks for pointing out that SM still isn’t right for many B2B companies.

Social Marketing 100

Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

APRIL 5, 2012

Score Companies, Not Just Individuals According to research from TechTarget , prospects consume 20 to 50 pieces of content in just 60 days. By scoring companies and likely buying teams, you have an opportunity to capture additional signals about how the buying process is progressing and re-assign the likely stage in the buying process.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Profiling 100