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Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” The most frequent complaint that I have heard in the past year from my industrial clients is that their sales cycle has become longer, more complex and increasingly difficult to get on the buyer’s radar screen until it is too late.

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Marketer’s Guide to Blending Search and Display

KEO Marketing

iProspect ). KEO Marketing, a leading B2B marketing agency, recently published a report entitled “Marketer’s Guide: How to Leverage a Strategic Mix of Search and Display Advertising for Maximum ROI.” This report discusses the evolution of the two online advertising channels, and explains why it is important for marketers to develop a comprehensive strategy that best combines both venues.

4 Key B2B Mobile Marketing Takeaways from #SESNY

KoMarketing Associates

85% of visitors look at the top 2 AdWords results ( iProspect Study ): For PPC, build out separate mobile campaigns for keyword targeting and ad development. How important is mobile marketing to your B2B strategy? According to MarketingSherpa’s 2012 B2B Marketing Benchmark report , mobile marketing has yet to hit even close to the top of the priorities list for B2B marketers. Even still, we are seeing significantly increased mobile device usage percentages year over year and period over period for the majority of our clients. Here are four key takeaways from those sessions.

MarTech Europe agenda posted — alpha rate expires next week

chiefmartech

Insights and frameworks from experienced martech thought leaders and consultants from Deloitte, iProspect, McKinsey, Real Story Group, Urban Airship, and Velocity Partners. As summer enters its home stretch, it’s time to look forward to the fall — and the next MarTech Europe conference in London, November 1-2. You can view the detailed MarTech agenda on the conference site.

Banner Ads Work; Really

NuSpark

Here’s a study from IProspect and published by Emarketer showing user behavior from banner ad exposure. As a business, there’s always a question on the effectiveness of banner ad campaigns (or online display) as a portion of an online media mix. The doubters are aware of the low click-through (CTR) rates banner ads receive, the amount of clutter, the lack of creativity, etc.

PR Meets Marketing Weekly Articles: April 17, 2008

PR Meets Marketing

Since users have historically ignored the vertical offerings of the major search engines, a marketer might conclude that users aren't interested in that type of content, and as a result, not invest in producing or optimizing digital assets," said Robert Murray, President, iProspect. This week's Weekly Articles looks at a variety of topics from Twitter, search to spamming bloggers. Another interesting article highlights lead scoring benefits and how sometimes a bad pitch isn't really a bad pitch. Enjoy. . Frankly, Twitter is losing out on a huge opportunity here. del.icio.us

Best Search Engine Marketing Tips of 2009, Part 2

Webbiquity

Laurie Sullivan details results of an iProspect study quantifying how “display ads and search work together to provide a bigger impact on campaigns.&#. While more than 80% of companies now use paid search in some form (primarily AdWords), many of these programs are under-optimized and not delivering the results they could be. How can search marketers use techniques like testing and keyword match types to improve results? How important are branded terms in paid search? Does PPC advertising help with branding? How can you use demographic and geographic targeting to improve results?

Social Networking - On Second Thought.

WebMarketCentral

In the same issue of iMedia Connection, John Tawadros of search engine marketing firm iProspect makes the case for social networks being just another form of search marketing. No sooner had I posted about skepticism surrounding social networking than iMedia Connection comes out with this article , containing detailed reviews of 11 popular social networking sites and mini-reviews of 13 more. He points out that "whether you like it or not, your brand is probably already a topic being discussed. What's scary is that you have no control over it. You just have to grin and bear it.

B2B Lead Management Market Heats Up

delicious b2bmarketing

3) Search engine marketing services providers – Shar VanBoskirk covers this market, but I’ve found companies like Reprise Media, IMPAQT, iCrossing and iProspect doing a lot more to help B2B marketers understand how to turn search optimization or paid clicks into qualified leads. Most recently, Marketo just announced their lead management solution. While honored, I also find reviewing these solutions confusing because there is a lot of variation in the product presentations and overlap between categories. But does the B2B need the same platform components as B2C?) Here’s the problem.

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