Digital B2B Marketing

MARCH 7, 2013

If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Lead generation is still one of the top objectives of enterprise B2B marketers and many B2B publishers continue to propose banners as a way to deliver leads.

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Banners B2B Marketing Leads Lead 100

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

MAY 17, 2012

If you talk to a publisher or lead generation firm, it would seem leads have become a commodity. Nearly every B2B publisher offers lead generation under a broader heading of demand generation. How many leads do you need and when do you need them by? Can Lead Generation Be This Easy?

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

MARCH 12, 2013

” You do not trust your content to tell your story, grow your audience or sell your solutions. Don’t trumpet your content as your communication king, as the key way you connect with your audience, if the real way you connect with your audience comes after they fill out a registration form. Potential Goals for Your Content.

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Content Comparison Trust Marketing Distribution 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 problem is, you only see how people respond to your content and your [.].

Lead Scoring 100

Lead Scoring Lead Ranking Leads Lead 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 problem is, you only see how people respond to your content and your offers.

Lead Scoring 100

Lead Scoring Lead Ranking 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 problem is, you only see how people respond to your content and your offers. Appending Data.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 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. 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

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.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

MAY 3, 2012

Among paid media and advertising tactics, lead generation programs like content syndication are a key source of leads for B2B marketers, especially in the enterprise technology space. 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

DECEMBER 20, 2011

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

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

JULY 3, 2012

Increasingly, marketers are adding content curation to their marketing activity, often with objectives of sharing a certain amount of content each day. Ardath Albee ( @ardath421 ) has a sample to-do list for a content marketer in Show Quantity the Door. Thought Leadership Without attention, your thinking cannot lead anyone.

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Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

MARCH 1, 2012

Increasingly, marketers don’t know where their content is either. B2B technology marketers running lead generation programs are finding their content or offers on a wide range of sites they never intended to place their content on, yet they are paying $20 to $60, or more, every time someone downloads their content from these sites.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

FEBRUARY 4, 2012

” In other words, QuinStreet is a lead generation company. 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. Have leads become the primary focus for B2B technology media companies?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JUNE 11, 2012

B2B marketers are looking for a shortcut to thought leadership , but the shortcut many are taking lead somewhere else completely. According to a recent report on eMarketer , 85% of marketers curate content in order to establish thought leadership! Does sharing someone else’s content make you a thought leader?

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

OCTOBER 15, 2013

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. Start incorporating content into your advertising. And they’re right. So what else can you do?

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Ideally, your content is easily discovered, naturally making you and your content a resource. But how do people find your content? You believe your audience won’t share content.

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Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

JUNE 21, 2012

It is an example of content marketing that many B2B marketers can learn from. Everyone of of them can apply in B2B content marketing as well. It Grabs You The video immediately jumps to the content. There is no long intro animation or lead in that gives the viewer an opportunity to reconsider watching.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. Provide Choices Throughout Content. B2B buyers are well educated adults.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

MAY 22, 2012

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. One of the primary ways B2B marketers capture leads online is asking prospects to register for content. Only 40% share webcasts.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

MAY 20, 2014

Most people simply don’t come back to your site that frequently and they don’t see that much content from you. Marketing never gets the opportunity to identify and deliver a lead. Demand Generation DemandGen Reports lead generation marketing automation' Source , Page 6). Photo Credit: Phil Manker via Flickr cc. (It

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

NOVEMBER 6, 2012

However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. B2B Marketing’s Lead Generation Focus B2B marketers are pitching white papers, webinars and other content at every turn. All they see are leads.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

APRIL 29, 2014

It isn’t because publishers’ offerings are flawed, because visitors have developed sponsored content blindness or because we have all developed an aversion to all sponsored content. Native published content functions like the publication’s own editorial content. The Reality of Marketing Content.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

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.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 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. Delivering Valuable Information Marketers have been blinded by the mandate to create content. However, buyers don’t need content.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

JUNE 26, 2012

Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. Unfortunately much of it reflects zero thought and leads no where. Or are you referring to a twitter strategy that includes your autoresponder rules, mass following tool and autoshared content sources?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

MARCH 19, 2012

In fact, Sirius Decisions, a research firm focused on B2B markets, predicts more than 75% of leads will be sourced through inbound channels by 2015. What are the key challenges to B2B inbound marketing, how does inbound marketing change the type of content B2B marketers need to create and what tools are critical to inbound marketing?

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

DECEMBER 22, 2011

Content Marketing 1. Flooded with content, audiences will turn to recognized sources. B2B marketers will use video as a way for subject matter experts to more easily create content. Content will be designed to be easy to consume and share. Name recognition will rule. 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

Content Marketing 1. Flooded with content, audiences will turn to recognized sources. B2B marketers will use video as a way for subject matter experts to more easily create content. Content will be designed to be easy to consume and share. Name recognition will rule. 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

NOVEMBER 8, 2012

Inbound marketing leads, according to Hubspot, cost 62% less than leads from outbound marketing. As investment shifts, we will see at least three changes that drive up the cost of inbound marketing: More Content. Better content. Good enough content will no longer be good enough! Shorter Forms.

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 100

Digital B2B Marketing

JANUARY 7, 2014

Inbound marketers have a lower cost per lead (slide 60). Some inbound marketers don’t include the cost of their time, and very few estimate the cost of including executives in content development. Inbound marketing, or content marketing, is facing a number of challenges. Content Research inbound marketing'

Inbound Marketing 100

Inbound Marketing Paid Search Agency Cost per Lead Correlation 100

Digital B2B Marketing

APRIL 30, 2012

View on Pinterest Not only are the trends towards digital, social, mobile and content changing the B2B marketing landscape, the roles of agencies, publishers and marketers in that landscape are blurring as well. This is one more introduction in a long line of changes that are blurring traditional roles in the marketing landscape.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

JULY 14, 2011

Licensed analyst content to promote on its site and via advertising to capture leads. Captured leads with required registration by promoting case studies to senior IT executives. Made a bold leadership position claim, supported with solution-focused content.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

MARCH 7, 2012

” The most common functional definition of inbound marketing is the combination of search, social and content. However, in a day when content mills and automated curation tools use content to drive search and social traffic , these common definitions of inbound marketing fall short. Social media?

Inbound Marketing 100

Inbound Marketing Customer Satisfaction Curation Broadcasting 100

Digital B2B Marketing

MAY 1, 2012

You are creating great content and your website delivers a great experience with a strong conversion rate. Not only do you still need to create content to capture leads, nurture prospects and support sales, you need to create sharable and discoverable content also and then patiently wait before you see the return on this new investment.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

OCTOBER 29, 2013

But is 46% a lot more, or a lot less, than the same metric for other types of content? Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). Content marketing. Content marketing. Lead generation. Brand awareness. Sales enablement.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

MARCH 19, 2013

Use Your SlideShare Content in LinkedIn Ads. More B2B marketers are embracing content every day, but maximizing distribution of content continues to be a challenge. You can even include, in typical SlideShare fashion, lead capture within your content.

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Linkedin Advertising Agencies B2B Distribution 100