Digital B2B Marketing

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Lead Generation is Crippling Demand Generation

Digital B2B Marketing

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. The direct outcome of lead generation is new contacts available for sales or marketing. Unfortunately, it doesn’t work that way.

6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

You need to generate leads, right? 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. The B2B Lead Generation List. 1. Publisher Lead Generation Programs. To make this list, tactics must be cost effective, measurable and scalable. Email.

B2B Lead Generation: Publisher Programs

Digital B2B Marketing

Over a series of three articles on B2B lead generation, we will look at types of programs or providers, how to measure the success of programs and things you can do to improve the results from your programs. Part 1: Lead Generation Alternatives to a Content Syndication Network. Here are three alternative publisher lead generation programs you should consider: 1. Need leads?

The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

Yet this is exactly how most B2B marketers approach lead generation today! The Lead Generation Opportunity Gap. Do you believe B2B marketers will cross the lead generation opportunity gap? Or will many continue to be stuck focusing on the increasing the 10% to 15% of overall leads that come their lead generation activity? This is crazy folks! The Dirty B-Word: Brand.

Evangelizing a Content Marketing Program

B2C Marketers companies that excel at lead nurturing generate. in CMI’s recent survey: ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY14 LEAD GENERATION Through the use of marketing automa- tion software such as Marketo and Sales- force, one can easily track and attribute. how content marketing helps generate. their content marketing efforts—generate. All rights reserved.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

You have a lead generation program. Measurement branding lead generation marketing qualified leads metrics reporting traffic An influencer program. An advertising program. marketing automation program. You measure every detail about every program. And your programs are doing great. There is just one little problem: you are reporting on a series of programs. Is Your Traffic Growing.

9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

Leads and Lead Generation Leads may refer to anything from a list purchased from Jigsaw to prospects that have full BANT qualification (that is, they have B udget allocated for a solution like yours, they have the A uthority to purchase the solution, they have a defined N eed for a solution and they have an established T imeframe to purchase a solution). Clarity is critical. 2. Awesome ROI!

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Google+ for SEO? Don’t Focus on Your Brand Page!

Digital B2B Marketing

Demand Generation Social Media brand pages Ford Google Mashable Scott Monty Search Plus Your World SEOGoogle, Plus Your World was rolled out just over a week ago, and the online world has adopted the rallying call to get onto Google+ for the SEO benefits. Multiple articles point to brand pages as the solution. The problem is, Google+ Brand Pages are not the ticket to SEO success.

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A New Way To Connect Twitter To Lead Generation

Digital B2B Marketing

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. Upload banner ads promoting your own content, or other lead generation offers, that can drive traffic back to your site. There is nothing social about this! However, when combined with Bizo’s new offering, it become a cost effective channel.

Staffing and Launching Your Content Marketing Program

all generated over 1,000 readers and 3,000 atten- tion minutes, just like they do every month. generates about 150 views on the first day, and about. post still generates about 18 views per day. stories generating traffic, which results in compounding. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY31 Whose job is it to generate story ideas? All rights reserved.

5 Key Elements of Modern Inbound Marketing

Digital B2B Marketing

Demand Generation Strategy content content marketing inbound marketing search SEO social mediaLast week, I made the case for a new definition of inbound marketing , or as Michael Brenner ( @brennermichael ) called it in the comments, a “call to arms” for inbound marketers. As inbound marketing evolves, the components also need to change. It is what others recommend.

5 Steps To Improve B2B Lead Generation Program Results

Digital B2B Marketing

You are easily spending thousands on lead generation media programs each month. From content to process to branding, here are five steps you can take to improve the results from your publisher lead generation programs. 1. The content you should use depends on how the lead generation program is structured. The B2B Lead Generation Series. Select Your Content Carefully.

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

sales, marketing, demand discovery/generation, social media, lead gen, painter, golfer. As a B2B marketer, it is easy to find people to follow on Twitter, right? Big names in B2B marketing, content marketing and social media seem to be everywhere. They will add the variety and perspective your Twitter stream just may be missing. Here are 15 hidden gems B2B marketers should be following.

B2B Marketers Are Turning Away Prospects

Digital B2B Marketing

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. However, marketers would be well served to continue giving the lowly white paper a prominent place in their lead generation plans. Does Your Content Create A Barrier? Only 40% share webcasts.

A New Definition for Inbound Marketing

Digital B2B Marketing

Content Demand Generation Content Curation content marketing hubspot inbound marketing michael brenner outbound marketing search socialInbound marketing is a hot topic in B2B marketing. However, as more B2B marketers grab the inbound marketing flag, many will miss the two keys to making inbound marketing effective: Be found through the recommendation of others. Delight those that find you.

Content Methodology: A Best Practices Report

generation Lead generation: Create. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V.

B2B Marketers Are Begging For Bad Data

Digital B2B Marketing

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. Demand Generation Research DemandGen Reports janrain lead generation registration Stats techtargetIn B2B marketing, bad data represents a huge lost opportunity. What Is Your Content Really Worth?

Getting Out of the B2B Lead Generation Trap

Digital B2B Marketing

If, like many B2B marketing organizations, you have been primarily focused on lead generation in the past, start with objectives that require a smaller investment and that you will benefit from quickly. You will still need to deliver leads, but as you work towards your additional goals, you will develop a stronger competitive position that is less dependent lead generation. Ask Why.

There Is No Vending Machine For Marketing Qualified Leads

Digital B2B Marketing

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. Here is a hypothetical, yet very realistic, snippet of a conversation with a publisher: Marketer: We are looking for demand generation opportunities that will deliver leads for sales.

Looking Beyond Sales and Marketing Alignment

Digital B2B Marketing

Adam Needles ( @abneedles ) makes some great points that call this into question in his recent post on DemandGen Reports, Why Demand Generation Shouldn’t be Focused on Marketing Qualified Leads. In many B2B marketing organizations, marketing is expected to deliver leads and sales is expected to close. But is this really perfect sales and marketing alignment? Alignment reinforces silos.

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Content Marketing Playbook: Strategy and Roadmap

Our blog generated 2 million views. essential to Moz, a company that generates all of their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Back at GE and in. emerge.

Banners Don’t Drive Leads in B2B Marketing

Digital B2B Marketing

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. B2B Banner Lead Generation Results. 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. Period. Remember that.

Why The Analysts Are Wrong About Twitter’s Ad Platform

Digital B2B Marketing

In B2B marketing, media buyers just want to put a lead generation form in front of content. What happens when you survey 50 media buyers? You learn that media buyers have put a bit of social lipstick on their buys but they still don’t understand the potential of social media, the importance of content, and so much more. The analyst’s conclusion? Sell Twitter. My conclusion?

7 Steps to Find Your Content Marketing Sweet Spot

Digital B2B Marketing

Examples: Eloqua has done a great job of focusing on content marketing as a topic, a priority for the demand generation marketers who are driving adoption of marketing automation platforms. You are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content. Content that drives overall visibility for your company is different.

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One change that dramatically improved B2B marketing results

Digital B2B Marketing

Disclosure: I buy or recommend clients buy lead generation programs or data services from Madison Logic at times. You can’t rely on your own data. Your prospects spend the vast majority of their time doing everything except opening your emails, visiting your site or viewing your content. And that tiny window can turn out to be very misleading. Of course we get it wrong! Your Turn.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

OF IMPORTANCE TO YOUR COMPANY By average By first place votes 1 2 3 4 5 6 7 8 LEAD GENERATION (7.5/150) ENGAGEMENT RATE (7.2) Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. But brands.

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

Used both as a pricing model for lead generation media buys and as a performance measurement to compare the cost of leads from various sources. AQL : Automation Qualified Lead TAL : Teleprospecting Accepted Lead TQL : Teleprospecting Qualified Lead TGL : Teleprospecting Generated Lead SGL : Sales Generated Lead SAL : Sales Accepted Lead. The Basics B2B : Business to business.

How To Avoid the Biggest Pitfall of Progressive Profiling

Digital B2B Marketing

Demand Generation DemandGen Reports lead generation marketing automation According to Google, progressive profiling is “a method of asking questions incrementally, gathering more information about a prospect over time.” Then, as they come back over time, continue to gather a little bit more. And then it all falls apart. The Problem With Progressive Profiling. Your Turn.

The New Sirius Decisions Waterfall (and New B2B Marketing Acronyms)

Digital B2B Marketing

If you measure or benchmark B2B demand generation activity across sales and marketing, one of the best benchmark resources just received a major facelift and a number of improvements. The new waterfall (or funnel, to most of us) provides a framework for measuring and benchmarking demand generation from initial inquiry to close and across sales and marketing.

The Trick to Seeing Through Marketing Statistics

Digital B2B Marketing

Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). Lead generation. E. Demand generation marketers will split their answers among the last four choices and brand awareness might become the top priority based on this survey structure. Before you react, turn the same metric upside down. Your Turn.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

B2B Lead Generation vs B2B Advertising: What You Need to Know

Digital B2B Marketing

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. 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. Warning: You Cannot Have Both! Buyer beware.

Connecting Thought Leadership to Lead Generation in B2B Marketing

Digital B2B Marketing

Consider the lead generation activities of the following three types of marketers. Capturing registrations is an uphill battle, requiring you to establish the credibility and relevancy of every piece of content you offer in your lead generation program. Dan’s recognition as a thought leader allows Hubspot to run lead generation programs that are the envy of many marketers.

4 B2B Marketing Scenarios: One Size Does Not Fit All

Digital B2B Marketing

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. Demand Generation In Practice #B2Bchat B2B marketing demand generation storifyShouldn’t B2B marketing solutions be just as unique?

9 Crippling Mistakes B2B Search Marketers Make

Digital B2B Marketing

For years paid search has been one of the most cost-effective media channels for B2B lead generation. Instead of continuing to invest in other lead generation programs, marketers put more money into search and expand search programs to include the display network (what used to be called the content network). Consider a search for B2B lead generation. Forget About Negatives.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

Time and time again, B2B marketers fall prey to a wonderful sounding sales pitch for their demand generation plan that goes something like this: “We use 100′s of data points and sophisticated technology that optimizes every single impression in your campaign. Demand Generation Media banners Demandbase dsp online advertising RTB ” Wow, sign me up, right? Retargeting.

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It’s 10:00 PM. Is Your Content Where It Belongs?

Digital B2B Marketing

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. Content Media BMC Software content marketing lead generation lead generation networks Sage SleuthingPeriod.

Why Lead Scoring and Personas Need To Be Connected

Digital B2B Marketing

Demand Generation lead scoring personasLead 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. Let’s look at lead scoring, personas, and the connection that needs to be made.

Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Content Demand Generation Media Content Curation content marketing GetCurata Google Scoop.it Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day. So how do you keep up with all the changes Google makes? Focus on the one thing Google is focused on. Focus on your audience. 1. Think Twylah. 5.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.