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? Nurturing fills this gap.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

OCTOBER 6, 2011

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The potential of these prospects is not reflected in your lead score. Your blind spot is there.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 6, 2011

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The potential of these prospects is not reflected in your lead score. Your blind spot is there.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

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. Not only do people trust the information will be valuable, they believe it is information they need to have to stay on top of their category.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 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. Have leads become the primary focus for B2B technology media companies?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Ranking Lead Scoring 100

Digital B2B Marketing

APRIL 20, 2011

You are selling it for contact information. It is valuable information, convey that on your registration page. Include additional information for someone on the fence about buying it and clearly state that you protect and do not share contact information. It immediately looks like it is out-of-date information.

Lead Generation 100

Lead Generation Generation Lead Ranking Lead Scoring 100

Digital B2B Marketing

MAY 20, 2014

According to Google, progressive profiling is “a method of asking questions incrementally, gathering more information about a prospect over time.” Marketers bury critical information they need to identify a prospect in the second, or even the third, form. Marketing never gets the opportunity to identify and deliver a lead.

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

JULY 3, 2012

It Starts with Attention If you consistently discover and share information and in doing so, become a better way for people to get the information they want or need, you are providing a valuable service. As long as you continue to be a better way for those people to get the information you share, you will keep their attention.

Curation 100

Curation Lead Ranking Lead Scoring Thought Leadership 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. Does Your Content Create A Barrier?

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 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. Delivering Valuable Information Marketers have been blinded by the mandate to create content. Buyers need information. B2B marketing is complex.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

MAY 31, 2012

You have seen the registration forms that go on and on, asking for information about an individual’s role in the buying process, project budget, timeline and more. Individuals simply are not willing to share this much information , and sometimes they do not expect to share any information at all.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

FEBRUARY 14, 2012

Can corporate websites support demand generation and lead capture? Demand generation is too focused on lead capture and not focused enough on meeting the needs of their audience. Join #B2Bchat on Twitter, every Thursday at 8:00 PM Eastern time, follow @B2B_chat for more information on the discussion each week.

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 100

Digital B2B Marketing

APRIL 29, 2014

It will lead to a degradation of media brands, an influx of low quality content and ultimately the loss of many of the benefits that made native publishing attractive in the first place. An uninspiring repetition of the information we already have. valuable) information in a space many might see as boring.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

SEPTEMBER 13, 2011

Mobile is extending the always on, at our fingertips information environment. Without full and extended focus on information, our ability to consume, process and consider the full implications of information is reduced. Marketers must deliver increasingly prescriptive information that requires less critical thought.

Television marketing 100

Television marketing Mobile Marketing Buzz Lead Ranking 100

Digital B2B Marketing

JANUARY 12, 2012

Is cost per lead a key metric? Reducing online display and traditional advertising investments based on performance will quickly lower cost per lead, but long-term it will hurt search results and leads from organic traffic. The wrong metrics lead to the wrong marketing investments. Is revenue key?

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

OCTOBER 4, 2012

For many B2B companies, marketing’s key contribution may be qualified leads. For example, if your metric is leads, then you cannot leave ambiguity about what is and is not a lead. Determine What Marketing Will Contribute Marketing is not the only contributor to the objective, make it clear what marketing will contribute.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 100

Digital B2B Marketing

APRIL 28, 2011

Jay Baer’s Convince & Convert : Twitter leads today, LinkedIn is growing. Unless your audience cleanly matches a common research segment, there is likely limited information available about what social networks they are actively engaged with. Actually getting this information isn’t just a quick research run.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

OCTOBER 11, 2012

B2B Marketing That Meets Needs Today, most sophisticated B2B marketers are focused on providing information that allows buyers to meet their business needs. As you help potential buyers through the process, they will become more familiar with you and your solutions as well, leading to an opportunity to make a sale.

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

OCTOBER 29, 2013

Assume that information is less favorable than what the marketer has chosen to present. Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). Lead generation. Hat tip to Ardath Albee for information on the Passle sample audience. Brand awareness.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Despite the magic of marketing automation and the ability to collect information on every mouse movement on every page of our sites, we only get a tiny window into the lives of our prospects. Disclosure: I buy or recommend clients buy lead generation programs or data services from Madison Logic at times. Email data madison logic'

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

SEPTEMBER 24, 2013

Here are my predictions: Google will follow Firefox’s lead and not allow pages to set third party cookies. A new type of advertising technology player will emerge, one that manages access to tracking information for networks and gives users the ability to manage their own data within a publisher environment they already visit.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

MARCH 19, 2012

In fact, Sirius Decisions, a research firm focused on B2B markets, predicts more than 75% of leads will be sourced through inbound channels by 2015. Content is the Core Challenge This conclusion does not come as a surprise, content has been identified as a leading challenge in multiple B2B marketing surveys in recent years.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

JUNE 20, 2013

Yes, QR codes can offer a convenient alternative to URLs or contact information, but stop making these QR code mistakes. A lead gen form. When you scanned it (yes, I did, I was so floored by the execution), you went to a page with a flash video providing more information. Marketers, stop it! Make Scanning Urgent. Even a FB page!

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

JUNE 11, 2012

B2B marketers are looking for a shortcut to thought leadership , but the shortcut many are taking lead somewhere else completely. Done well, it can make you a recognized resources for news and information and keep you in front of your audience. Does sharing someone else’s content make you a thought leader?

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. Accept the product development lead’s invitation to join the technology review meeting. The choice someone makes provides information about the type of content they are interested in or the stage in the buying cycle they are at.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. Marketers goals will shift from capturing leads to nurturing contacts in order to create demand. Content Marketing 1. Name recognition will rule. Flooded with content, audiences will turn to recognized sources. Demand generation 9.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

JANUARY 3, 2013

You examine everything in your bid for more opens, more clicks, more leads and more sales. Look at your spam folder, you will see numerous emails confirming your order, information or comment and you will likely see a few that still use your email username in the subject line in a feeble attempt at personalization.

Practices 100

Practices Eloqua Best Practices Open Rate 100

Digital B2B Marketing

DECEMBER 2, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. Marketers goals will shift from capturing leads to nurturing contacts in order to create demand. Content Marketing 1. Name recognition will rule. Flooded with content, audiences will turn to recognized sources. Demand generation 9.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 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

APRIL 4, 2013

In marketing, and particularly in B2B marketing where we have fewer sources of reliable information, we are all looking for new opportunities for our business. Are they using tactics beyond the core program to deliver the promised leads, followers or visits? How can they possibly know it is the best thing for you?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

MARCH 19, 2013

You can even include, in typical SlideShare fashion, lead capture within your content. Of course, information about this offering is available in a SlideShare deck, embedded below. If you are looking to increase distribution of your content within a targeted business audience, this offering is definitely worth learning more about.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

MARCH 25, 2013

You probably already work with publications that cover your industry or role, such as Industry Week for manufacturing or Information Week for IT management. Bizo has established themselves as the leading provider of B2B audience data, here are the segments they have available. Audience Targeting.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Lead generation is valuable, but content marketing can deliver so much more. Ideally, your content is easily discovered, naturally making you and your content a resource.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

DECEMBER 15, 2011

In fact, the measurement may be dangerous, providing bad data and leading to bad decisions. Measurement of individual marketing channels or activities provides information, not results. If you are measuring marketing activity in a silo, you are not measuring ROI. Tweet ] So you want real social media ROI? Focus on the lasagna.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

NOVEMBER 29, 2011

They have successfully differentiated with additional services and logistics, and they have become one of the leading businesses in their category. Inbound marketing assumes building a database or becoming an information or educational resource fits with the company’s overall strategy. But what if they are not searching?

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 29, 2011

They have successfully differentiated with additional services and logistics, and they have become one of the leading businesses in their category. Inbound marketing assumes building a database or becoming an information or educational resource fits with the company’s overall strategy. But what if they are not searching?

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

SEPTEMBER 10, 2013

For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations. If your goals are broad communication or broad lead generation, lists are likely not your best initial investment. Expect to pay anywhere from a $0.50 Potential providers: Data.com (formerly Jigsaw), NetProspex , D&B.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100