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| | BIZNOLOGY
JUNE 5, 2013 How to Measure Digital Marketing With Observer Effects
There are attribution models that can help you demonstrate lead generation from awareness marketing. But they are imperfect for a very simple reason: for a large number of leads, we legally cannot track our users with the kind of granularity needed to prove that our efforts cause leads to happen. But it doesn’t tend to lead to accurate brand value measurement.
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MAY 31, 2012 Let your B2B content run free–the case against gating
Yesterday, in this very space, my friend Ruth Stevens made the case against “gating content” –placing your best stuff behind a registration or contact form so that you mine your Web visitors for those precious e-mail addresses and hand them off to your CRM system so they can be worked as “leads.” If you miss out on enough extra traffic, you’d need to get a very high conversion rate on those leads for gating to work out to more conversions. Your sales force gets a lot of bum leads to run down. Credit: Getty Images via @daylife.
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| | BIZNOLOGY
MAY 30, 2012 To Gate or Not to Gate, That Is the B-to-B Content Marketing Question
By applying typical campaign conversion rates, we could predict that of 100 inquiries, 20% will qualify—producing 20 qualified leads. Where I can stand up in court and show a history of my campaign response rates, conversion rates, and cost-per-lead numbers. And most important, where I can reasonably expect to deliver a steady stream of qualified leads to my sales counterparts, who are relying on me to help them meet their quotas. Internet Marketing Social Media Marketing B-to-B marketing B2B marketing Content marketing lead generation sales enablement
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OCTOBER 15, 2012 Winning The War: Content Marketing Adoption Widens
51% Lead Generation. Internet Marketing Business Content marketing lead generation marketing Marketing and AdvertisingContent page-2 (Photo credit: Wikipedia). Photo credit: jrhode. We’re winning the war. Content marketing is being integrated more frequently and more fully by marketers of every stripe and size. 34% total.) 23% and 7%, respectively.). 29% Sales.
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MARCH 28, 2013 Push versus Pull Marketing: In B2B, You Need Both
Advertising, online and offline, with a strong call to action to generate a response. To fulfill our mission of market coverage, scalable lead generation, and profitable sales growth, the modern B2B marketer must pull—and push—every possible lever. Photo credit: Aimar (Nidde). Outbound is bad,” she said. Well, I guess her feeling is understandable. Inbound How wrong they are.
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FEBRUARY 13, 2013 Common Content Marketing Mistakes To Avoid
” Concentrating on Lead Generation Rather Than Engagement. But as important as lead generation and resulting sales are to any marketing effort, content marketing is unique in that engagement over the long term can yield much deeper and steadier results. Photo credit: DigitalRalph. You’ve always been marketing. Confusing Channels for Strategies. Forget it.
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BIZNOLOGY Predictions for B2B digital marketing in 2013
| WEDNESDAY, DECEMBER 26, 2012
It took a while, but Facebook marketing is now ready for mainstream B2B, in support of branding, lead generation
, and customer relationship marketing goals for enterprises of all sizes. In fact, I would argue that B2B has been a leading
force in this area, in recognition of the importance of prospect education and thought leadership in the complex selling process. Photo credit: Wikipedia. It’s that time of the year when observers can’t resist making predictions about developments on the horizon. encourage readers to add their own. . I stand corrected. MORE >>
BIZNOLOGY 5 Essential Functions for Every B2B Website
| WEDNESDAY, MAY 29, 2013
. The perennial number one goal of just about every business marketer is generating
. If you make the effort, your website can be a productive source of high quality, low cost leads
for our sales force. So don’t squander the opportunity to turn your website into a lead generation
tool. 'Photo credit: Wikipedia. If you don’t have a website, you don’t have a business.” By now, this maxim is well understood–and it is just as true for B2B businesses as for B2C ones, if not more so. commerce. Community. MORE >>
BIZNOLOGY Targeting Content and Calls To Action: Where Are Your Prospects?
| THURSDAY, NOVEMBER 15, 2012
This includes your website and blog(s), your email newsletters, social media, and any other channels you use for lead generation
and customer acquisition. Tweet Photo credit: Frank Gruber. You probably hear a lot these days about targeting mobile consumers and how important tablets and mobile devices are becoming. The contention is that knowing where your prospect is when he or she is interacting with your content becomes more and more crucial as mobile devices – and mobile networks – grow. Where Is Your Prospect? Or, it’s not physical location. MORE >>
BIZNOLOGY B2B Marketing Myth-busting, Redux
| WEDNESDAY, OCTOBER 31, 2012
1: Lead generation
is the top job of B2B marketers. There is overwhelming evidence that B2B marketers consider lead generation
their most important contribution. Of course, we need to feed the funnel, and lead generation
is of course a close second priority. My point is that retention should be viewed as a top priority, dispelling the myth that if marketers generate
tons of leads
, they’ve done their job. These channels are ready for revenue generation
. Photo credit: Wikipedia. Myth No. Myth No. Wrong. The result? Myth No. MORE >>
BIZNOLOGY B2B: Where Social Media Meets Direct Marketing
| MONDAY, SEPTEMBER 24, 2012
In this year’s Social Media Marketing Industry Report , 58% of marketers said they were using it to generate leads
. Small businesses were even more likely, at 65%, to focus on lead generation
in social media. So I am concluding that these social media are moving in a direct marketing direction, recognizing that this way they can attract advertisers who are looking for measurable results, like a specific number of leads
and a certain allowable cost per lead
. Photo credit: s_falkow. Business marketers have embraced social media with enthusiasm. MORE >>
- All SEO Service Providers Are Not Created Equal BIZNOLOGY | WEDNESDAY, JULY 6, 2011
- Book Review of Ruth Stevens’ Maximizing Lead Generation BIZNOLOGY | THURSDAY, NOVEMBER 17, 2011
- Five Ways to “Get Real” With B-to-B Social Media BIZNOLOGY | WEDNESDAY, FEBRUARY 29, 2012
- Are SMBs Slowing Down on Social Media Usage? BIZNOLOGY | FRIDAY, SEPTEMBER 24, 2010
- Why won't certain companies adopt social media? BIZNOLOGY | THURSDAY, JUNE 3, 2010
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