Digital B2B Marketing

SEPTEMBER 27, 2011

So your sales consultant can contact me? Making marketing contacts channel agnostic. Meeting the needs of an audience that is hesitant to register and engage directly will require B2B marketers to redefine a marketing contact and restructuring their marketing automation around a new channel-agnostic contact.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Imagine for a moment: you have a database with thousands of contacts that haven’t engaged with you in at least six months. We all have a marketing database with high quality contact data (for at least part of it), and yet we don’t know what many of the people in our database actually care about today.

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

JULY 24, 2012

If you profile companies instead of only contacts (and you should), segment your list of companies the same way you do in your nurturing and outbound email programs, delivering the most appropriate message or content to every company, even if they are not. With this capability, will privacy be an issue.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 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. He didn’t send a link to content or pitch a sales call, he offered to put them in touch with a technical contact to assist. Relevance is the New King.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

MAY 31, 2012

Only 10% of individuals are willing to provide information beyond basic contact details for a webcast. Contact DemandGen Report directly for additional information. Furthermore, willingness to provide accurate contact data like email and phone number is decreasing.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

AUGUST 20, 2013

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.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 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

However, procedural contacts instead of influencers or decision makers, out of date email data, and lack of consistent data for segmentation limits the value of this data to marketing. Legacy systems are not just a data challenge, they create a major perception challenge as well. Keep an audit trail. Will you know what records to remove?

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

DECEMBER 20, 2012

If you are identifying contacts, researching prospects or just spying on a competitor, now you can access any profile on LinkedIn. Similarly, if you are searching for a contact by title at a company, start by searching for the company plus title on Google and limiting your results just to LinkedIn.

Profiling 100

Profiling Linkedin Google Paid Search Agency 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. Beyond cold, these leads may frozen solid.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 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. per contact for purchased lists, with some specialized (and much higher quality) sources costing as much as $3 per name. This guide will get you started.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

SEPTEMBER 27, 2011

So your sales consultant can contact me? “Why do you want my email and phone number again? No thanks, I’ll pass.” ” Most B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone.

Consulting 100

Consulting B2B Sales Marketing Automation Contact Marketing 100

Digital B2B Marketing

OCTOBER 18, 2012

Most B2B nurture programs center around email and only reach known contacts. If you want help getting started with a program, you can contact Bizo or Demandbase (the only current providers I’m aware of), or reach out to me directly and I will be happy to discuss it with you. Extend nurture programs.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

AUGUST 14, 2012

In B2B, many of these contacts may not read the industry and trade publications you are advertising in, CRM retargeting lets you get in front of them. Using CRM retargeting, you can immediately begin reaching these contacts through online advertising, giving your campaign a significantly larger perceived presence.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

MARCH 1, 2012

Closely track the quality of contacts you receive from each source through the entire sales process. Or does capturing a contact make location irrelevant? Inappropriate placement or promotion lowers quality, and aggressive optimization will address many potential problems over time.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

MAY 1, 2012

You have a proven marketing formula that includes investments in acquiring new contacts (or lead generation) and in nurturing those contacts. Traditional B2B marketers face a challenge. You want to change, but investing in inbound ahead of significant results throws a wrench in your budgeting and planning.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

DECEMBER 22, 2011

Marketers goals will shift from capturing leads to nurturing contacts in order to create demand. This shift will extend nurturing from email and phone into advertising and social media in order to nurture earlier stage contacts. Demand generation 9. It will not be the year of mobile (again).

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

Marketers goals will shift from capturing leads to nurturing contacts in order to create demand. This shift will extend nurturing from email and phone into advertising and social media in order to nurture earlier stage contacts. Demand generation 9. It will not be the year of mobile (again).

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

APRIL 20, 2011

You are selling it for contact information. Include additional information for someone on the fence about buying it and clearly state that you protect and do not share contact information. You have enough traffic, but you need more registrations to fuel your nurture program. What you really need is a new mindset. Your Promise.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 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. If you are just looking at the immediate results from your program, you are overlooking much of the value your content marketing program is creating. Segment and nurture responders.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

MAY 12, 2014

I recently responded to a few of the offers from list providers, below is an excerpt from one of the exchanges: Vendor’s initial email: “we have built over 40 million+ contacts with permissions” and then “all email lists are fresh and opt in.”

Opt-in 100

Opt-in Buy Privacy Policies Opt-out 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. 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.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

JULY 3, 2012

Lead Generation Lead generation (referring to capturing contacts through an online registration for the sake of this article) starts with attention. When you earn attention through curation, you have the opportunity to share your own gated content or position your own products along with the information you curate.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

OCTOBER 2, 2012

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

Advertisements 100

Advertisements Advertising DemandBase CRM 100

Digital B2B Marketing

SEPTEMBER 25, 2012

There is no difference between a brand new coworker or sales contact and a client that has worked closely with me and has first-hand knowledge of my B2B marketing experience and skill set endorsing me. Like the new LinkedIn Endorsements, Klout’s +K is a one-click endorsement of someone’s influence on a topic.

Linkedin 100

Linkedin CAN-SPAM Ideal Customer Profiles Display 100

Digital B2B Marketing

NOVEMBER 27, 2012

As you can see the chart below, Promoted Tweets by themselves were an expensive lead source (defined here as a net new contact in Bizo’s marketing automation system). Rather than only relying on Bizo’s own audience, Bizo used Promoted Tweets to expand the reach of the content they shared.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 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. To use it, I needed to set my laptop aside, pull out my phone, scan the URL, and then use a tiny screen. When my laptop was open and ready for more comfortable viewing. Marketers, stop it! Make Scanning Urgent.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

DECEMBER 20, 2011

However, companies frequently expect the same content marketing program to capture contacts or leads as well. Many B2B marketers look to content marketing as a key part of establishing thought leadership. 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

JULY 11, 2013

More inbound contacts. In addition, if you are asking visitors to register for content and they already value your perspective, they are more likely to value the content you are offering as well! This list goes on. Increased booth traffic at trade shows. Higher click rates in search. Better open rates in emails. Larger webcast audiences.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

MAY 3, 2012

These are contacts or inquiries, not sales leads, but in keeping with the terminology publishers use, we will refer to this as lead generation here. Tell a B2B publisher that you are interested in lead generation and the majority will point to some form of white paper syndication program they offer.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

JUNE 4, 2013

Although contacts captured from these programs tend to be lower quality than those captured through search, publisher programs are often more scalable and targetable (based on demographics) than search. If you currently focus primarily on inbound marketing and aren’t using paid search, it should be one of your first additions.

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. In need of popular support, this Congress may finally take on extensive privacy reform. More importantly, social media is much closer to an opt-in channel than email. On Facebook, it is the only option.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

OCTOBER 11, 2011

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. In B2B and many consumer markets, content is now the norm and potential customers assume you will provide it.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

OCTOBER 11, 2011

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. In B2B and many consumer markets, content is now the norm and potential customers assume you will provide it.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

OCTOBER 15, 2013

Long form content like white papers and ebooks can be hosted, promoted and even gated within a publisher’s site, often on a cost per contact captured basis. Of course, you can take this approach with a list rental as well, although often at a significantly higher cost. Content Syndication. More info on content syndication options.

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

MAY 5, 2011

Contact Information Isn’t Accurate. Bad contact information undermines the entire premise of lead generation. Further, according to ITSMA, two-thirds of buyers do their own research rather than wait for sales to contact them. Here are the five things breaking lead generation today.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100