Digital B2B Marketing

DECEMBER 20, 2011

An Average Market Participant Your company is known to a few, but the audience doesn’t recognize you for your research or perspective. A Company Recognized for its Research or Insight You have a distinct advantage if your company is already recognized for its research or content.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

JUNE 2, 2011

Answer: Early stage research and creation of a consideration set. Question: Would it be better if prospects where aware of your company when they started the research process? Research can be stage zero content. One company that does an excellent job of providing stage zero content is HubSpot. Answer: “Well, DUH!&#.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

OCTOBER 6, 2011

These are the prospects that have identified you and are spending time researching you already. Their research activity and purchase indicators are all happening in your blind spot. Publishing Hubspot is a great example of a company becoming an information source in a category.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 6, 2011

These are the prospects that have identified you and are spending time researching you already. Their research activity and purchase indicators are all happening in your blind spot. Hubspot is a great example of a company becoming an information source in a category. Publishing. What ways have you found to check your blind spot?

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

DECEMBER 4, 2012

Dan Zarella and Hubspot gave the “what is your social media audience worth” pot a good stir last week. It doesn’t matter if you like Hubspot’s formula or not (at least not for this article). The comparison will let you identify segments that represent a disproportionate share of value.

Wikipedia 100

Wikipedia Social Media Hubspot Sample 100

Digital B2B Marketing

APRIL 29, 2014

Then we will look at the research that points to an upcoming challenge to the growing native publishing market. According to recent research from Chartbeat , native published content (or what they call native ad content) is suffering from low quality. First a quick definition of native publishing. In a word, it’s awful.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

NOVEMBER 8, 2012

Inbound marketing leads, according to Hubspot, cost 62% less than leads from outbound marketing. Maybe Hubspot’s sample is biased or methodology is bad, but for whatever reason, the 62% isn’t true. But don’t expect that cost advantage to last. If not, it will be soon.

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 100