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 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

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

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. Is Your Sales Process Working. An influencer program.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 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

JULY 17, 2012

Solution selling and never undermining your value are anthems in marketing. Today’s buyers complete 70% or more of their research before ever engaging with sales. If pricing is a key point of differentiation and reason for them to engage with your sales team, do not be afraid to make that clear! But has it gone too far?

Pricing 100

Pricing Price B2B Sales Differentiation 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. How does lead generation need to evolve?

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 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

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. SFA : Sales Force Automation. Salesforce.com.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100