Digital B2B Marketing

OCTOBER 4, 2011

These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience , based on a wide range of audience data available for targeting. However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

DECEMBER 2, 2013

You are easily spending thousands on lead generation media programs each month. You have carefully chosen your partners, negotiated an effective cost per lead and are diligently measuring your results. The content you should use depends on how the lead generation program is structured. Sponsored Content.

Lead Generation 100

Lead Generation Budget Programs Lead Ranking Lead Scoring 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. Pipeline and Sales.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 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. Filed under: Demand Generation.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

MARCH 5, 2013

Most B2B marketing organizations start with a goal that looks like “deliver 18,000 leads to sales.” ” The lead goal was determined by the new revenue goal, the number of leads sales will need to reach the goal, and the portion of leads that marketing will need to contribute. It is easier said than done.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

AUGUST 23, 2012

Lead scoring and personas are popular topics in B2B marketing. However, the two are generally discussed separately. Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities.

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. Your blind spot is there. 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

APRIL 20, 2011

Filed under: Content , Demand Generation. Then stop creating registration pages as if your content is free and start making certain your registration pages justify the price you are charging.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 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.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 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 4, 2011

These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience, based on a wide range of audience data available for targeting. The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms.

Demand Generation 100

Demand Generation Ad Exchange Buy Demand 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 Ranking 100

Digital B2B Marketing

DECEMBER 20, 2011

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. Dan’s recognition as a thought leader allows Hubspot to run lead generation programs that are the envy of many marketers.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 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. Whitepaper All whitepaper means anymore is a PDF from marketing.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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

MAY 20, 2014

Marketing never gets the opportunity to identify and deliver a lead. With progressive profiling, let’s be generous and assume you get a 3x form compete rate, or 15%! 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

DECEMBER 2, 2011

Demand generation 9. 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 22, 2011

Demand generation 9. 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 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. This may be an effective lead generation tactic, but it isn’t thought leadership. Filed under: Branding , Demand Generation , Rants.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 16, 2012

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. Unfortunately, it doesn’t work that way.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

OCTOBER 29, 2013

Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). However, if we list the answers differently, we might get a significantly different result. Consider the following list of choices: A. Lead generation. Brand awareness.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

JULY 21, 2011

Lead generation is valuable, but content marketing can deliver so much more. Filed under: Content , Demand Generation. They realize content cannot be blamed for a lack of registrations because no one choosing to register or bail has actually seen the content. This content marketing is about promotion, not content.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 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

SEPTEMBER 27, 2011

Filed under: Content , Demand Generation , Social Media. I work with B2B clients on media and integrated marketing programs. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR 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

MAY 24, 2011

Here is a great example of an unsolicited solution delivering results: From the Babcock & Jenkins blog: Qwest Enterprise Marketing ROCKS Their Targeted Accounts. The program highlights are impressive: 25% of targeted companies converted to pipeline opportunities in only 90 days. Filed under: Content , Demand Generation.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 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 Scoring Lead Ranking Thought Leadership 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.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 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. Delivering leads for sales drives today’s B2B marketing organization. B2B marketing is all about lead generation.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

MAY 31, 2012

Inaccurate contact information is one of the reasons the traditional approach to enterprise B2B lead generation is on its last legs and needs to be reimagined. Here is an excerpt from the report: In a more recent (2011) study from JanRain (with a broader consumer base), 88% report having lied on registration forms.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 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. Content is the Core Challenge This conclusion does not come as a surprise, content has been identified as a leading challenge in multiple B2B marketing surveys in recent years.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

MAY 1, 2012

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. Traditional B2B marketers face a challenge. However, do not focus your ramp up exclusively on paid search.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

JULY 17, 2012

Promotional offers have the potential to get you into late stage discussions, after the short list would normally be finalized. Yes, leading with price can devalue your solution. Decisions need to be justified and showing the case for positive ROI is not enough if a similar solution is available for a better price.

Pricing 100

Pricing Price Differentiation B2B Sales 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.

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

MARCH 7, 2012

The Solution: A New Definition of Inbound Marketing Michael Brenner ( @brennermichael ) took it a step farther when he labeled a marketer’s percentage of leads from inbound marketing as “ a proxy for customer satisfaction with marketing.

Inbound Marketing 100

Inbound Marketing Customer Satisfaction Curation Broadcasting 100

Digital B2B Marketing

AUGUST 14, 2012

What if banner ads could become as targeted and relevant as emails? Rather than targeting an audience based on various characteristics, CRM retargeting allows you to target segments of your CRM database with online ads. Advertising is targeted to individual people and may appear on a broad range of sites.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

NOVEMBER 12, 2013

Need leads? And that is if you are just targeting a broad function, like “marketing” or “technology.” The more targeting you need, the more expensive those leads become. The more targeting you need, the more expensive those leads become. It will cost you. Level of seniority?

Lead Generation 100

Lead Generation Generation Leads Lead 100