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Key B2B Demand Generation Strategies for 2015

The Point

Recently I sat down with Amanda Nelson, Director of Marketing at RingLead , a leading provider of cloud-based data solutions that make it easy to analyze, remove, merge and prevent duplicates in Salesforce. We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. Good content is the fuel that feeds demand generation success.

What is Social Demand Generation?

It's All About Revenue

Marketers have long been used to drawing up plans. But as social media has gone from the beta test to a part of everyday life , sticking to a detailed marketing plan has become virtually impossible. Even so, creating a social media strategy allows marketing to focus on organizational goals rather than new gimmicks and stay on message. It’s all about conversions and leads.

Branding is Not Demand Generation. Stop Pretending That It Is.

The Point

Demand generation is hot. It’s the marketing movement of the moment. It’s why demand generation managers are suddenly as common as, well, marcom directors. It’s why systems consultants are reinventing themselves as “demand generation agencies.” No problem. Just don’t start pretending that awareness-building and demand generation are the same thing.

Is B2B Lead Generation Really This Difficult?

The Point

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it.

Demand more from today’s B2B marketer

Sales Engine

When it comes to B2B marketing—whether it be social media, email marketing, blogs, white papers or attending trade shows—it has to be about lead generation. So from a marketing perspective, educating them on who you are and what you do is not enough to drive sales. Not that there isn’t branding and awareness value in these projects. What’s your strategy?

Demand Generation 101: 7 Tactics For Generating High Quality Leads

Act-On

Demand generation, aka “demand gen,” isn’t just about leads. Demand gen is about creating high quality leads that engage with your brand – and eventually turn into revenue. More than ever, marketers and demand generation professionals are facing mounting pressure from their executives to tie marketing efforts to revenue.

6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

You need to generate leads, right? If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes. The B2B lead generation landscape has changed tremendously in the last decade. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch.

Lead Generation via Influencers and Experts in 4 Steps

B2B Lead Generation Blog

Tweet Proactively building relationships with influencers and industry experts and is a powerful way to generate leads and positive word of mouth (WOM). Most of us know this as influencer marketing , aka influence development. Here are four steps to engage and develop leads via influencers: Step 1: Target — Map out the key players, experts and opinion molders in your industry.

Connecting the Dots Between Social Media & Demand Generation

It's All About Revenue

by Jesse Noyes | Tweet this Today’s blog post comes courtesy of Carmen Hill, of Babcock & Jenkins, an Eloqua partner and B2B marketing integrated agency focused on demand generation and pipeline acceleration. She’s also a contributor the Grande Guide to Social Demand Generation. Early Stage: Drive traffic to demand gen content via social media.

Corporate Websites for Demand Generation: B2B Discussion Highlights

Digital B2B Marketing

The latest #B2Bchat discussion focused on the relationship (or lack thereof) between corporate websites and demand generation. Can corporate websites support demand generation and lead capture? Or do marketers need to build microsites to support demand generation effectively? Are you a B2B marketer or interested in B2B marketing?

4 Things B2B Marketers Need to Know About Using Social Media for Online Lead Generation

B2B Lead Blog

In the grand scheme of marketing, social media is an infant. Social media has proven pretty powerful in the B2C marketer’s toolbox — providing marketers with a means for engaging with the public like never before. Demand Generation Digital Marketing Lead Nurturing Marketing Analytics marketing insight

Lead Generation: 2 tips to transform your content marketing

B2B Lead Generation Blog

Tweet Content marketing can be an effective tactic for lead generation as customers look to your brand as an authority in the marketplace delivering relevant information that is useful to their needs. B2B Content Marketing: Find the bigger story [More from the blogs]. Content Marketing: Consulting firm nets 388% more leads with 4-step strategy [Case study].

The Current State of B2B demand generation

Fearless Competitor

B2B Lead Generation | Study Findings by Act-On Software. I was recently invited as a guest speaker for Act-On Software for a webinar entitled “Stop Marketing in the Dark.&# But I just saw the results of a study by Act-On and the verdict is clear. Most companies continue to market in the dark. These are unqualified, non-nurtured leads. Lead nurturing.

How Sage Does Social Demand Generation

It's All About Revenue

But many demand generation marketers don’t know what to make of it. Sage , a global provider of business management software and services however, has made social a key part of its demand activity. Best of all, they are actually engaging and generating leads through social. Do a Social Audit. Or where they’re talking about it? Don’t Over Promote.

17 Demand Generation Stats Every CMO Needs to See

Hubspot

Determining the success of your marketing programs and analyzing key performance indicators (KPIs) can be challenging if you don’t have access to industry data. To find out how companies are generating demands for their brands and how successful they''ve been in these efforts, HubSpot and Qualtrics conducted a survey of 900 management-level marketers in North America and Europe.

What Percentage of Marketing Leads Should Be Accepted by Sales?

ViewPoint

The biggest disconnect between marketing and sales is the hand-off of marketing qualified leads (MQL’s) to sales and the acceptance of those leads (SAL’s) by sales. My solution to this is having a lead definition agreed upon by marketing and sales, and the establishment of a judicial branch to evaluate leads that are not accepted and passed back to marketing or dead in the funnel. closed/won deals per 1,000 inquiries, while organizations without a formal SAL stage generate only 4.6 B2B Marketing B2B Sales Sales Leads

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Give Your Next Demand Gen Campaign A Reality Check

The Point

The copy is winding its way through the marketing group and is now on its fourth revision. Sometimes we get so used to our own “marketing-speak” that we think everyone talks that way. Don’t laugh – sometimes the best way to evaluate technology marketing is to show it to a layperson.) We’ve all been there. Well here’s news: they don’t.

Lead Generation: 81% of marketers use email marketing

B2B Lead Generation Blog

Tweet We surveyed 1,915 marketers for the 2012 MarketingSherpa Lead Generation Benchmark Report , and asked them about their most widely used lead gen practices. Which of the following lead generation tactics does your organization currently use? To help you improve your own lead generation efforts, here are some insights and tips from our audience….

The Down and Dirty on Dirty Data: How Data Cleansing Can Improve Your Online Lead Generation

B2B Lead Blog

Marketing data is one of the most valuable assets a company holds. Leads and customer information help you target groups most likely to purchase your products. Data Quality Management Demand Generation Digital Marketing Product Marketing Big Data Marketing data cleansing data management lead data marketing lead

Buyer Personas are the Foundation upon which Demand Generation is Built

Fearless Competitor

Instead, invest in the foundation of great B2B marketing programs – Buyer Personas. As the host of Mad Marketing TV, I had the opportunity to speak multiple times to Americas foremost expert on Buyer Personas – Adele Revella of the Buyer Persona Institute. We invite you to watch an episode of Mad Marketing TV with Adele below. Looking to improve revenue results?

Inbound Marketing Leads Costs Less

B2B Marketing Insider

Recently I had a conversation with a fellow marketer who challenged the notion that inbound leads costs less. They pointed to the high cost per lead of some paid search (PPC) campaigns as evidence. tried to identify the challenges of using paid search as a proof point that pull marketing is not a cheaper, more effective approach. What is Inbound Marketing?

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Harness it in YOUR business – the power of B2B demand generation

Fearless Competitor

B2B Demand Generation | Many need our free B2B lead generation content. Need to learn B2B lead nurturing? Download our totally free and no registration needed cheat sheet, 7 Keys to Successful Lead Nurturing. I was speaking with a good friend at a content marketing company in Boston. They don’t even have marketing automation software.

6 Ways To Supercharge Your Demand Generation Machine [Infographic]

NetLine B2B Marketing

Demand generation is not simply an ad hoc email campaign or a one off webcast. It is a holistic and complex approach to marketing involving multiple areas of the organization. Enjoy NetLine’s Demand Generation Infographic! Marketo LaunchPoint is the most complete ecosystem of compelling solutions for marketers. Click to open ).

The new Demand Waterfall from SiriusDecisions; An Introduction

NuSpark

This week SiriusDecisions presented their new demand waterfall model. Where before it took a narrow approach to the funnel, the new approach showcases how inbound marketing, marketing automation and telemarketing intertwine with regard to demand generation. Here is the new Demand Waterfall. B2B Lead to Sale Process Marketing Automation Marketing Strategy

Demand 107

The new Demand Waterfall from SiriusDecisions; An Introduction

NuSpark

This week SiriusDecisions presented their new demand waterfall model. Where before it took a narrow approach to the funnel, the new approach showcases how inbound marketing, marketing automation and telemarketing intertwine with regard to demand generation. Here is the new Demand Waterfall. B2B Lead to Sale Process Marketing Automation Marketing Strategy

Demand 107

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing. For the last five years or so, inbound marketing and demand generation have been virtually synonymous. But as I wrote in this earlier post , inbound marketing can’t do the job alone.

Content2Conversion – Predictive Marketing and Demand Generation

6sense

We’re excited for 3 days of sharing insights and learning how the best in the business use analytics and marketing technology to create powerful content that drives demand and delivers on revenue. Cari Baldwin, Founding Partner of BlueBird Strategies and Amanda Kahlow, founder and CEO of 6sense will take a group of marketers through an in depth training of launching your predictive intelligence efforts to: Drive content and messaging strategy. Prioritize in-market leads for delivery to sales. New Approaches to Lead Nurturing. Latest

3 Steps Towards Utilizing Big Data for Better Lead Generation

B2B Lead Blog

Big Data Marketing Demand Generation data driven marketing Database Marketing lead data lead re-engagement Lead Segmentation targeted marketingFifty years ago, if your parents or grandparents needed a product, they would visit a local store, where the shop owner would likely walk the aisles with them and talk to them.

Doctor, Heal Thyself! Why companies are unable to diagnose their own demand generation challenges

Fearless Competitor

B2B Demand Generation | Why Outside Experts are Needed. Companies lack the ability to diagnose their own B2B lead generation shortcomings and challenges. From a post by Howard Sewell of Spear Marketing Group – talking about a new client: You can read the full post at Segmentation, Social Media Drive Lead Nurturing Success. That is clear.

Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

The Point

The point being made by the article’s author, Jill Stanek, was that Marketo’s acquisition enables that company to extend dynamic, personalized marketing conversations from their current domain (email campaigns) all the way to the Website. By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads.

Forrester finds b2b marketers lagging with demand generation

Fearless Competitor

B2B Demand Generation | Companies are struggling with demand generation today. From BtoB Magazine Marketers Lagging in Demand Generation. “I find it sad how badly most companies are doing in B2B demand generation today. Instead of complaining about the poor economy, if more invested in quality demand generation programs, they’d put up vastly better results.&# B2B marketers are doing a poor job with demand- and lead-generation programs, according to a new study from Forrester Research.

What Comes After Lead Generation?

Digital B2B Marketing

Two weeks ago, I wrote Five Reasons Lead Generation is on its Last Legs , exploring the reasons why today’s common lead generation tactics are beginning to fail. However, the requirement that marketing deliver leads will not change. Underlying the new demand generation activities will be two key changes. Inbound Marketing.

Find New Customers | Great content on B2B demand generation and always FREE

Fearless Competitor

B2B Lead Generation | Free content at Find New Customers. The elevation principle says that great content combined with other people and without marketing messages will help your business rapidly grow. The Elevation Principle: Great Content + Other People – Marketing Messages equals Success. free Education section on B2B demand generation.

Lead Generation: It’s all about building relationships

B2B Lead Generation Blog

Tweet “I think at its core, lead generation is really about relationships,” said Brain Carroll, Executive Director of Revenue Optimization, MECLABS. In a recent interview, Brian sat down with Steve Girshik of LeadSpace.com to talk a little shop about the fundamentals of lead generation, what’s new (and unchanged) in the world of the complex sale, and how empathy marketing is the way forward. Steve: So 10 years ago, you published Lead Generation for the Complex Sale. How is B2B market doing in your assessment? Steve: That’s crazy!

Why This Holiday Email Campaign Misses the Mark

The Point

It’s that time of year again, and B2B marketers everywhere are dusting off the usual holiday clichés in an attempt to weave good cheer into their demand generation campaigns. One of my favorite lead generation mantras is this (repeat after me): Sell the Offer, Not the Product. Take the email campaign below from security vendor Symantec.

Winning B2B Email Campaign Keeps it Simple

The Point

In B2B email marketing , does short copy always win over long? You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” For more tips on B2B email marketing, download a copy of our free white paper, “ Top 10 B2B Email Marketing Mistakes.”. Not necessarily. Unlock?

25 Demand Gen Resources, Stats, and Visuals Worth Bookmarking

Hubspot

Reading this headline, you might be thinking, “What is demand gen, and what does it have to do with what I’ve spent the last few years doing with my marketing strategy?” The marketing world is jam-packed with jargon, and yes, demand gen is yet another term to know. The concept is foundational to your marketing, and even though you may not realize it.

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Florida gets its own BtoB demand generation agency – Find New Customers

Fearless Competitor

Florida gets its own marketing agency, Find New Customers  – the nicest company in BtoB marketing today. As companies face consistent challenges in sales and marketing and profits fall, they find it harder and hard to tackle things like: Buyer Personas. Content Marketing. Lead Nurturing. Lead Scoring. Why does that matter? Social Media. contact-form].

Emergence of Demand Generation Role Drastically Alters Marketing Landscape

Fearless Competitor

He discusses the growing importance of demand generation in companies today and how that new role is continuing to evolve into a “revenue marketer&# role. We also invite you to learn more about demand generation at this earlier blog post: 3 Superb Ways to Learn B2B demand generation. _. Emergence of Demand Generation Role Drastically Alters Marketing Landscape. One thing is certain: The demand generation role is a pretty new phenomenon in business and marketing. critical new marketing role was born.

A Follow-Up Strategy for Content Syndication Leads

The Point

It’s important to recognize that content syndication leads are not like most sales leads. If you hand off content syndication leads to your sales force without setting these expectations, your program may be doomed to fail. The post A Follow-Up Strategy for Content Syndication Leads appeared first on The Point. references the specific content asset. 2.