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

DECEMBER 20, 2012

and you get a profile page with basically no information. If you are identifying contacts, researching prospects or just spying on a competitor, now you can access any profile on LinkedIn. I’m sure it has happened to you too. You look someone up on LinkedIn only to find they are a third degree connection (or not even!)

Profiling 100

Profiling Linkedin Google Paid Search Agency 100

Digital B2B Marketing

JULY 31, 2012

Delivering Valuable Information Marketers have been blinded by the mandate to create content. Buyers need information. Content is the package that makes your information attractive, discoverable, consumable and sharable. Your information and solutions need to be available and easily discoverable whenever buyers are interested.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

APRIL 20, 2011

You are selling it for contact information. It is valuable information, convey that on your registration page. Include additional information for someone on the fence about buying it and clearly state that you protect and do not share contact information. What you really need is a new mindset. Your Promise.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 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. For the sake of this post, lead generation programs refer to publisher programs that promote your content and capture registration.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

JULY 3, 2012

It Starts with Attention If you consistently discover and share information and in doing so, become a better way for people to get the information they want or need, you are providing a valuable service. As long as you continue to be a better way for those people to get the information you share, you will keep their attention.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

MAY 12, 2014

It doesn’t matter if the email address was collected legally, or even if the privacy policy connected to a form they filled out saying their information would be freely shared with anyone who asked for it. No one opted in with a random list company to receive emails from you. They certainly were not opting in to receive emails from you.

Opt-in 100

Opt-in Buy Privacy Policies Opt-out 100

Digital B2B Marketing

JUNE 12, 2013

It educates and informs. But embrace the fact your content draws an audience looking for the information you are offering! Some contacts will be appropriate for immediate followup or a nurture program built around an active buyers journey. Others simply aren’t interested. Education Is About Aspiration. As it should.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 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

OCTOBER 18, 2012

Demandbase has a database of company information that can be used to develop lists based on your criteria. Most B2B nurture programs center around email and only reach known contacts. If you target companies, you should be measuring companies too. Create custom target lists. 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

DECEMBER 20, 2011

However, companies frequently expect the same content marketing program to capture contacts or leads as well. The content you are using for lead generation is expected to be valuable, you only need to establish the information’s relevance to the audience.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 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. When you scanned it (yes, I did, I was so floored by the execution), you went to a page with a flash video providing more information. When my laptop was open and ready for more comfortable viewing.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. 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.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. 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.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

JULY 11, 2013

However, if they already know and respect your company, they are far more likely to give you the courtesy of a couple minutes and information that may be valuable down the road, even if they are not ready to purchase today. More inbound contacts. Seriously, no one wants a cold call from your company if they have never heard of you.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 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. Second, I unfollowed a number of accounts that provide valuable information. The problem was, we did not have a relationship and they provided information that was similar to other accounts I already followed.

Opt-in 100

Opt-in Social Media Social Marketing Media 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

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. Contact Information Isn’t Accurate. Bad contact information undermines the entire premise of lead generation.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

MARCH 24, 2011

Here are a few of the reasons people have shared with me recently when asked why they lie on registration forms: I register for information, but get a barrage of emails and phone calls. Most of the content is useless , I’m not giving up my information for that. I don’t want to be contacted.

B2B Thought Leadership 100

B2B Thought Leadership Demand Generation Agencies Digg Demand Generation 100

Digital B2B Marketing

JULY 31, 2013

Just one tap for an overview of your business, reviews, hours and contact information. Monitor and maintain this information. Is the information accurate? A potential customer will search by category on Yelp and find your listing. Is your address accurate? Are your hours up to date? How are the reviews they will see?

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 100

Digital B2B Marketing

FEBRUARY 16, 2012

The problem is, one is focused on changing the audience’s perspective, the other is focused on capturing their information. Lead generation: collecting registration information, often in exchange for content, in order to build a marketing database for email or telemarketing followup.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 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

FEBRUARY 2, 2012

Links for the privacy policy and to unsubscribe, as well as contact information were hidden in a single large footer image that wasn’t displayed by default in my email client and likely in others. Hidden Unsubscribe This recent example from Wine Enthusiast stood out.

Examples 100

Examples Privacy Policies Opt-out Barriers 100

Digital B2B Marketing

MAY 14, 2013

Consider the following statistics: 57% of the buying process happens before a buyer contacts sales. The current SaaS focus in your marketing campaign doesn’t matter, you need to bring information on your traditional on-premise solution to the fore. Today, B2B marketing must always be on. 78% of B2B buyers start with search.

B2B Marketing 100

B2B Marketing Campaigns Planning B2B 100

Digital B2B Marketing

APRIL 5, 2012

In addition, scoring a company allows you to make a better estimate of where a new contact at an existing company is in the buying process. Information that isn’t enough to follow up on in traditional listening programs can be meaningful when combined with an individual’s history with your content and communications.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Profiling 100