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. Your lead scoring is excluding a valuable segment of your audience and you have the information you need to identify the issue!

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 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 Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

JULY 10, 2012

Lead generation continues to be a top objective for B2B marketers and content syndication is primary offering from publishers. Leads in this post refer to contacts captured through a registration form, in line with the way B2B publishers label their programs. Today many can also target specific companies and more granular titles.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 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. In the last couple weeks, two companies have emailed or called me because I follow influential sales and marketing accounts on Twitter. There is nothing social about this!

Lead Generation 100

Lead Generation Twitter Cost per Lead CPL 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

FEBRUARY 4, 2012

” In other words, QuinStreet is a lead generation company. They are not a traditional media company with an editorial focus. Are “Leads” the Only Thing Left? 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.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Ranking Lead Scoring 100

Digital B2B Marketing

AUGUST 20, 2013

You have a lead generation program. 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.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

MAY 20, 2014

Marketing never gets the opportunity to identify and deliver a lead. For many marketers, this minimum can be as simple as name, email and company. 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

JUNE 26, 2012

Unfortunately much of it reflects zero thought and leads no where. Depending on the definition, the cost of a lead may be 50 cents or $1,500. If you are talking about leads and lead generation, setting the definition is critical. Are you referring to awareness of your brand or company name? Your product name?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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? 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.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 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

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. Thought Leadership Without attention, your thinking cannot lead anyone.

Curation 100

Curation Lead Ranking Lead Scoring Thought Leadership 100

Digital B2B Marketing

APRIL 29, 2014

It will lead to a degradation of media brands, an influx of low quality content and ultimately the loss of many of the benefits that made native publishing attractive in the first place. Marketers before you have proven that you don’t have to be a media company to create a content brand that drives results. Your Turn.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

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. One particular record still sticks in my mind: The name, company and title matched (based on LinkedIn). In B2B marketing, bad data represents a huge lost opportunity.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 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

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

JUNE 28, 2012

Business Relationships that Matter In the vast majority of enterprise B2B companies, relationships that matter are between people. Focusing on how marketing contributes will position your company to have more meaningful and productive relationships with customers.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

APRIL 4, 2013

Be aware, there are lies, damned lies and statistics spun to the advantage of the company presenting them. Media companies say they can target and engage your audience: how are they doing it? Are they using tactics beyond the core program to deliver the promised leads, followers or visits? Question it. They don’t.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

OCTOBER 11, 2012

What companies do you want to work with? 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. Some companies are just companies. The ones that would make your day, even if they didn’t make your wallet?

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

SEPTEMBER 24, 2013

Long-term, these could change the face of online marketing and advertising for almost every company. Online advertising companies that use big data in advertising are today’s market darlings. RocketFuel’s successful IPO last week underlines the value the market is putting on these companies. Companies like Simpli.fi

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

OCTOBER 24, 2011

Why should companies invest in thought leadership? Thought Leadership Starts with Individuals Individuals drive thought leadership, and many in the discussion posit companies cannot truly be thought leaders , only their people. Thought Leadership is Earned and Bestowed Individuals (or companies) cannot simply claim thought leadership.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 100

Digital B2B Marketing

MARCH 25, 2013

Target by Company, Industry or Role. Bizo has established themselves as the leading provider of B2B audience data, here are the segments they have available. Company Targeting. Do you have a list of specific target companies or accounts? Cherry pick your targets and deliver ads only to people at those companies.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

NOVEMBER 8, 2012

Inbound marketing leads, according to Hubspot, cost 62% less than leads from outbound marketing. As competition for attention increases, companies will drop or shorten forms, making it more difficult to capture leads. But don’t expect that cost advantage to last. Good enough content will no longer be good enough!

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 100

Digital B2B Marketing

JULY 24, 2012

What if your message could get through to more of these individuals and companies? If you knew your advertising was only reaching people at these companies , would it be worth more? 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 4, 2012

For many B2B companies, marketing’s key contribution may be qualified leads. For example, if your metric is leads, then you cannot leave ambiguity about what is and is not a lead. For others it may be educating the marketplace or increasing awareness of your solution. Well defined metrics are critical.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 100

Digital B2B Marketing

NOVEMBER 29, 2011

Every company is looking to differentiate by meeting specific business needs. I sat next to a gentleman on a flight who sells a commodity manufactured product to trucking companies. This company’s marketing consists of a catalog. This is why every company needs to own their own strategy.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 29, 2011

Every company is looking to differentiate by meeting specific business needs. I sat next to a gentleman on a flight who sells a commodity manufactured product to trucking companies. This company’s marketing consists of a catalog. This is why every company needs to own their own strategy.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

OCTOBER 2, 2012

The “more read our stuff” chart is in nearly every major media kit in one form or another and every day it leads marketers astray. You can target by company size, functional role, industry, seniority, or even individual companies and group memberships. Companies like Retargeter and Bizo offer this solution.

Advertisements 100

Advertisements Advertising DemandBase CRM 100

Digital B2B Marketing

APRIL 30, 2012

Without traditional AORs as a natural lead for agency coordination and integration (AOR relationships dropped from 50% of companies to 15% in the last decade), you need to take on this role directly. Please share your additions in the comments below. Own It More than ever, you need to own and enforce your overall strategy.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

OCTOBER 29, 2013

One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. Companies that field research for their own marketing activity never share all of the results. Lead generation. Barely better than a banner ad will never be a claim to fame.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

SEPTEMBER 10, 2013

While it is true that quality is lower, the relatively low cost still works out well for many companies. Most companies deploy to the list for you, you never receive an actual list of emails. You are targeting very specific roles and/or companies. Buying a B2B List. The targeting options generally available meet your needs.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

JULY 16, 2012

The purpose of B2B marketing is not leads, relationships, content or branding. Content is King No, increasing profit, free cash flow or the value of your company is king. I recently spoke with an executive that sells to trucking companies. Will it be the difference between his company being a success or a failure in 2015?

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 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. Your solution is delivering significant process improvements for large insurance companies.

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

NOVEMBER 17, 2011

Here are examples of marketing advice I have recently come across (or even written): According to SiriusDecisions, by 2015 71% of all marketing leads will be from inbound marketing. Today, your content positions your company and delivers your message, and requiring registration reduces the distribution of your content by 90% to 99%.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100