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

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

APRIL 20, 2011

Highlight the value someone will receive. Give them a taste of that value before they buy the content. Every registration page should be laid out to highlight the offer and value proposition and have a clear call to action. IDC: Improving the Business Value of WAN Optimization. Filed under: Content , Demand Generation.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

Digital B2B Marketing

JULY 3, 2012

But the path to value from your curation is a winding one. 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.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 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. What About Other Publishers?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

MAY 23, 2012

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 Demand Generation Funnel Here are the biggest changes in the new Sirius Decisions funnel. Teleprospecting qualified leads.

Demand Generation 100

Demand Generation Sales Qualified Leads Lead Ranking Marketing 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. 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

NOVEMBER 6, 2012

Do you care if potential prospects see your services as high value or a complete rip-off? However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. In a recent logistics magazine, 60% of the full page ads are lead generation focused.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 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

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

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. The values you present to the market? Affinity for your product?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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. Is Your Sales Process Working.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

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

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

JULY 17, 2012

Solution selling and never undermining your value are anthems in marketing. Yes, leading with price can devalue your solution. .” It wasn’t a complement of their marketing prowess or focus. It was a knock, the final proof that this B2B marketer did not know how to market. But has it gone too far?

Pricing 100

Pricing Price B2B Sales Differentiation 100

Digital B2B Marketing

AUGUST 14, 2012

Bring Your Lead Nurturing Program to Advertising As potential customers move through the buying process, online advertising can be tailored, delivering the most appropriate message to each potential customer. CRM Retargeting Applications for B2B Marketing The possibilities are nearly endless.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

DECEMBER 3, 2013

For years paid search has been one of the most cost-effective media channels for B2B lead generation. Instead manually add just free as a negative keyword. Because broad match pulls in untargeted ads, your quality score drops, your cost increases, your performance drops, you optimize by (incorrectly) lowering your bid.

Paid Content 100

Paid Content Search Marketing Paid Search Agency Budget Programs 100

Digital B2B Marketing

JUNE 7, 2012

Activity intended to improve organic search rankings. CPL : Cost per Lead. 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. Calculated as cost divided by leads. MQL : Marketing Qualified Lead.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

FEBRUARY 17, 2014

This will provide air cover and soften the market for our demand generation campaign.” You were never really focused on demand generation, your real focus was lead generation. After the campaign wrapped up, you judged it on the leads that were directly attributed to the campaign. It won’t.

Advertisements 100

Advertisements Advertising Brand Identity Branding 100

Digital B2B Marketing

MARCH 15, 2011

Unfortunately brand marketers often follow their lead, looking to develop followings on Twitter with mass follow tactics or drive traffic using low value comments and links back to their own sites. Social Spamming Social media has given spammers new tools, which they have heartily embraced. Theme: Enterprise by StudioPress.

Paid Search Agency 100

Paid Search Agency Ad Frequency Digg CAN-SPAM 100