Digital B2B Marketing
NOVEMBER 19, 2013
Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue. Measuring B2B Publisher Lead Generation Programs. Enterprise B2B marketers face a conundrum.
Digital B2B Marketing
OCTOBER 29, 2013
Marketing often isolates statistics, removing them from any context that would allow for appropriate comparisons. Here is a comparison, from the same study: 41% purchased a product because they saw a banner ad on a tablet. Consider carefully the comparisons that are not made or the metrics that are not reported.
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Digital B2B Marketing
AUGUST 20, 2013
You have a lead generation program. As you do a better job of reaching the right people, the percentage of contacts that become marketing qualified leads will increase. See the SiriusDecisions waterfall for a useful model of various lead stages. An influencer program. An advertising program. A marketing automation program.
Digital B2B Marketing
MARCH 12, 2013
Provide a comparison with competitive solutions. Capture leads. If the real goal for a piece of content, the one thing it must do in order to be considered successful, is capture leads, embrace that goal. So embrace its real goal (capturing a lead) and focus your creation and promotion your objective. Pick Just One.
Digital B2B Marketing
JUNE 26, 2012
Unfortunately much of it reflects zero thought and leads no where. A best practice guide, vendor comparison, industry perspective and even a sell sheet have been lumped under the heading of whitepaper by many marketers. Depending on the definition, the cost of a lead may be 50 cents or $1,500.
Digital B2B Marketing
MAY 5, 2011
Lead generation, for purposes of this post, is collecting registration information for content, in order to build a marketing database or deliver leads to telemarketing and then on to sales. Delivering leads for sales drives today’s B2B marketing organization. B2B marketing is all about lead generation.
Digital B2B Marketing
OCTOBER 25, 2012
Is having that audience, without a lead, ad exposure or demo download, an element of your success? Excellent Content: Most marketing content pales in comparison to the quality of content produced by independent editorial teams.
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