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

NOVEMBER 27, 2012

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. In the last couple weeks, two companies have emailed or called me because I follow influential sales and marketing accounts on Twitter. There is nothing social about this!

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 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

MAY 17, 2012

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. How many leads do you need and when do you need them by? Can Lead Generation Be This Easy?

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 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

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

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

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 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

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 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.

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Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

MARCH 7, 2013

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. 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.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

OCTOBER 29, 2013

When you see a sales pitch full of statistics, how do you differentiate the real story from the spin? I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. Sales enablement. Lead generation. Turn Stats Upside Down. Brand awareness.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

MARCH 1, 2012

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. It’s dedicated to finding the best freebies on the ‘net.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 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. How do you get high-level sales meetings?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 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

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.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

MARCH 12, 2013

Instead, you put your trust in your outbound marketing and sales process. Capture leads. If the real goal for a piece of content, the one thing it must do in order to be considered successful, is capture leads, embrace that goal. So embrace its real goal (capturing a lead) and focus your creation and promotion your objective.

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

JULY 17, 2012

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! Yes, leading with price can devalue your solution. Financial pressure in organizations remains high.

Pricing 100

Pricing Price B2B Sales Differentiation 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. These terms are often used interchangeably by B2B marketers.

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. How does lead generation need to evolve?

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

FEBRUARY 16, 2015

He recently joined Business Insider as the Sales Director for the Southeast, after a number of years with CBSi, parent to B2B technology focused properties ZDNet and TechRepublic (among others). Jumping Straight to Sales. Media advertising lead generation mistakes toby hudson' Toby is one of those guys. via Flickr cc.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

DECEMBER 19, 2013

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. .” You can count the number of leads on one hand.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

APRIL 11, 2012

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? He also points out that sales and marketing both contribute through the entire funnel. Marketing is focused on MQLs, sales is focused on revenue.

Top of Funnel 100

Top of Funnel Marketing Qualified Leads Sales Qualified Leads Advertising Agencies 100

Digital B2B Marketing

JUNE 7, 2012

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. A technology approach to automating elements of marketing communication, lead scoring and lead distribution.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

MAY 9, 2013

Championing efficacious sales support & marketing for B2Bs – figurative middleware for B2B Sales & Marketing Alignment. sales, marketing, demand discovery/generation, social media, lead gen, painter, golfer. In other words, you can follow every single one and they won’t overwhelm your stream.

Twitter 100

Twitter B2B Marketing B2B Thought Leadership B to B 100

Digital B2B Marketing

JANUARY 22, 2014

Twitter has a very reasonable $15,000 minimum for their direct sales team, and anyone with an account has received emails promoting Twitter’s self-serve advertising platform where the minimum spend is less than you spend on your morning Americano from Starbucks. The form and follow-up communications will get the sale, not the content.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

MARCH 21, 2011

Beyond a great headline, he has great advice for marketers to ensure content and thought leadership is tightly connected to sales. If it does not, the vision is hollow, and the prospects that were attracted to the vision quickly fall out of your sales funnel when they realize your product is not aligned.

Thought Leadership 100

Thought Leadership Top of Funnel B2B Thought Leadership Digg 100

Digital B2B Marketing

MARCH 24, 2011

Share this Post: LinkedIn Share Email Share Digg Reddit Print Filed under Content , Demand Generation Tagged with B2B marketing , lead generation , registration Like Be the first to like this post. Will you go all the way and remove your registration forms? Theme: Enterprise by StudioPress.

B2B Thought Leadership 100

B2B Thought Leadership Demand Generation Agencies Digg Demand Generation 100

Digital B2B Marketing

MARCH 1, 2011

Digital B2B Marketing Eric Wittlake's Blog on B2B and Digital Marketing Home About Posts Comments Media Rants In Practice Measurement Content Research Social Media News In Theory Demand Generation ← Ad Networks, Exchanges and … B2B? We cannot measure the ultimate outcome (sales) with a long sales cycle and be agile marketers.

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Advertisements Advertising Planning B2B Thought Leadership 100