Digital B2B Marketing

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How We Systematically Overvalue Content Consumption

Digital B2B Marketing

We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. Well, their lead score leaves a lot to be desired… Sure, all else equal, someone consuming more specific information about your offering is a better prospect. Content content marketing lead scoring measurementYour Turn.

6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

You need to generate leads, right? The B2B lead generation landscape has changed tremendously in the last decade. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch. The B2B Lead Generation List. 1. Publisher Lead Generation Programs. To make this list, tactics must be cost effective, measurable and scalable. Email.

B2B Lead Generation: Publisher Programs

Digital B2B Marketing

Need leads? The more targeting you need, the more expensive those leads become. Over a series of three articles on B2B lead generation, we will look at types of programs or providers, how to measure the success of programs and things you can do to improve the results from your programs. Part 1: Lead Generation Alternatives to a Content Syndication Network. Geography?

The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

Yet this is exactly how most B2B marketers approach lead generation today! You don’t care about the number of leads your sales team has. Instead you care about the number of marketing sourced leads. In many enterprise B2B organizations, only 25% to 30% of leads are attributed to marketing, and many will say those numbers are high. This is crazy folks!

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue. The first article in this series on publisher lead generation programs looked at the cost of lead generation programs. Pipeline and Sales.

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

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. The direct outcome of lead generation is new contacts available for sales or marketing. Unfortunately, it doesn’t work that way.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

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. As your process improves, your conversion rate from marketing qualified lead to closed deal will improve as well. Your Turn.

B2B Marketing’s Measurement Problem

Digital B2B Marketing

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. Beyond cold, these leads may frozen solid.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

Digital Marketing’s Massive Measurement Lies

Digital B2B Marketing

Like view-through reporting, marketing influenced revenue, sales or leads counts who your marketing had the chance to reach, without any indication that your marketing made a difference in the outcome. Digital marketers are getting hooked on reporting bigger numbers, but in the process your marketing may actually be making a smaller and smaller impact. Yikes! Branded search. Retargeting.

9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

Unfortunately much of it reflects zero thought and leads no where. Depending on the definition, the cost of a lead may be 50 cents or $1,500. If you are talking about leads and lead generation, setting the definition is critical. 6. Demand Generation At many companies, demand generation has become synonymous with lead generation. Clarity is critical. 2.

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A New Way To Connect Twitter To Lead Generation

Digital B2B Marketing

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. Here is a better way, along with actual results, that companies can use to drive leads through social media. But when you focus on promoting other people’s content, you don’t have an opportunity to capture a potential lead.

There Is No Vending Machine For Marketing Qualified Leads

Digital B2B Marketing

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. Here is a hypothetical, yet very realistic, snippet of a conversation with a publisher: Marketer: We are looking for demand generation opportunities that will deliver leads for sales.

Banners Don’t Drive Leads in B2B Marketing

Digital B2B Marketing

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 don’t drive leads. Period.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Following the lead of Forbes and others, many B2B trade publications are rolling out their own native publishing programs. Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. And they’re right. Marketers are slaving over content today, but almost no one sees that content. So what else can you do? Reddit.

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

sales, marketing, demand discovery/generation, social media, lead gen, painter, golfer. As a B2B marketer, it is easy to find people to follow on Twitter, right? Big names in B2B marketing, content marketing and social media seem to be everywhere. They will add the variety and perspective your Twitter stream just may be missing. Here are 15 hidden gems B2B marketers should be following.

A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

You have been asked to develop a campaign to establish your company as a thought leader and become one of the leading voices within your industry. Situation: Your B2B company is not seen as a thought leader in your industry. Normally I am opposed to the idea of thought leadership and campaign being used together. It gets you started. It secures resources. Preparation is key. Identify Jamie.

B2B Marketers Are Turning Away Prospects

Digital B2B Marketing

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? Only 40% share webcasts.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

5 Steps To Improve B2B Lead Generation Program Results

Digital B2B Marketing

You are easily spending thousands on lead generation media programs each month. You have carefully chosen your partners, negotiated an effective cost per lead and are diligently measuring your results. From content to process to branding, here are five steps you can take to improve the results from your publisher lead generation programs. 1. The B2B Lead Generation Series.

Three Reasons Content Curation is Overrated

Digital B2B Marketing

B2B marketers are looking for a shortcut to thought leadership , but the shortcut many are taking lead somewhere else completely. According to a recent report on eMarketer , 85% of marketers curate content in order to establish thought leadership! Does sharing someone else’s content make you a thought leader? Content curation can be a valuable activity. In Summary Is curation valuable?

The Thin Line Between Social Media Marketing and Spam

Digital B2B Marketing

With more people publishing and more competition for our attention, free and easy-to-use communication channels lead to spam. You can share. You can publish. You can broadcast. You can spam. Today, communication is more accessible than ever before. Anyone with an internet connection can email or Tweet. Even well-intentioned individuals, marketers and publishers can fall into the spam trap.

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7 Characteristics of Tomorrow’s Best B2B Marketers

Digital B2B Marketing

If you are looking for another article that lists search, social media, persona development or lead management, this is not it. Those are skills that can easily be learned by the right person. The more important thing to know is what type of person can learn both the skills they need today and the new ones they will need tomorrow? Isn’t that the kind of person you need on your team? 1.

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B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

A New Definition for Inbound Marketing

Digital B2B Marketing

The Solution: A New Definition of Inbound Marketing Michael Brenner ( @brennermichael ) took it a step farther when he labeled a marketer’s percentage of leads from inbound marketing as “ a proxy for customer satisfaction with marketing. Inbound marketing is a hot topic in B2B marketing. Delight those that find you. Social media? This definition means changes!

B2B Marketers Are Begging For Bad Data

Digital B2B Marketing

Inaccurate contact information is one of the reasons the traditional approach to enterprise B2B lead generation is on its last legs and needs to be reimagined. Demand Generation Research DemandGen Reports janrain lead generation registration Stats techtargetIn B2B marketing, bad data represents a huge lost opportunity. What Is Your Content Really Worth?

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Pinterest: Who Pins Your Content & How Much Traffic Do They Drive

Digital B2B Marketing

Here are a few things to note when searching for your pins on Pinterest: Pinterest ignores the leading www in a domain name. The latest report shows Pinterest now drives more traffic than Twitter. You may want to know not just how much traffic Pinterest is driving but also what users are pinning your content and driving the most traffic. Subdomains are tracked separately from core domains.

6 B2B Marketing Mistakes That Are Easy To Make

Digital B2B Marketing

Sales needs leads in order to deliver revenue. So you focus on delivering leads and ensuring sales has what they need to close. The hardest mistakes to avoid are the ones that don’t look like mistakes at all. Last week we shared 5 B2B marketing mistakes that are hard to avoid , and asked for your contributions to complete the list. Assuming Your Audience is Just Like You. Wrong.

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One change that dramatically improved B2B marketing results

Digital B2B Marketing

Disclosure: I buy or recommend clients buy lead generation programs or data services from Madison Logic at times. You can’t rely on your own data. Your prospects spend the vast majority of their time doing everything except opening your emails, visiting your site or viewing your content. And that tiny window can turn out to be very misleading. Of course we get it wrong! Your Turn.

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Advertising, Big Data, and Google’s Moves To Own It All

Digital B2B Marketing

Here are my predictions: Google will follow Firefox’s lead and not allow pages to set third party cookies. Google just made two major announcements. Long-term, these could change the face of online marketing and advertising for almost every company. But before we look at how they are related, two background points are key. 1. Not even Facebook comes close. 2. Google wants to be both.

Looking Beyond Sales and Marketing Alignment

Digital B2B Marketing

In many B2B marketing organizations, marketing is expected to deliver leads and sales is expected to close. In a world of perfect sales and marketing alignment, marketing and sales have a common definition of qualified leads, the number of leads needed, when leads should be delivered and how the handoff from marketing to sales will function. Alignment reinforces silos.

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The Dark Future of Native Advertising

Digital B2B Marketing

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. Hubspot gets more than 1 million visitors a month to their site and nearly 750,000 leads a year. Native advertising, and specifically native publishing programs, will struggle in the future. Or is it?

7 Nurture Programs You Need To Have

Digital B2B Marketing

Your primary goal is to increase engagement, raise lead scores and pass a more active “lead” to sales as quickly as possible. What happens when a lead passed from marketing isn’t accepted or qualified by sales? Content Marketing Technology buyers journey lead nurturing marketing automation The Right Way To Approach Nurture. Long-Term Nurture Programs.

Three Key Requirements of Agile Marketing

Digital B2B Marketing

Oh, and if you have a lead on small acreage west of Portland, Oregon that isn’t publicly on the market yet, do let me know! Are you ready to be an agile marketer? Are you ready to respond to a reality that is changing, in unexpected ways, around you? I’ve had a recent (and continuing) personal lesson in agility. We just sold our house. In short, we were not ready. Yes, anything.

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Why The Analysts Are Wrong About Twitter’s Ad Platform

Digital B2B Marketing

In B2B marketing, media buyers just want to put a lead generation form in front of content. What happens when you survey 50 media buyers? You learn that media buyers have put a bit of social lipstick on their buys but they still don’t understand the potential of social media, the importance of content, and so much more. The analyst’s conclusion? Sell Twitter. My conclusion?

6 QR Code Mistakes Marketers Make

Digital B2B Marketing

lead gen form. I was sitting in a conference hall and everyone around me had a smartphone, tablet (often with a keyboard) or laptop out. The title on a sponsors flyer on the table caught my attention. really did want to look them up at the break and learn more. But when I looked closer, my only option was a QR code. To use it, I needed to set my laptop aside, pull out my phone, scan the URL, and then use a tiny screen. When my laptop was open and ready for more comfortable viewing. Marketers, stop it! Make Scanning Urgent. didn’t think so. 2. Don’t Provide an Alternative.

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Why Lead Scoring and Personas Need To Be Connected

Digital B2B Marketing

Lead scoring and personas are popular topics in B2B marketing. Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities. Your lead scoring is excluding a valuable segment of your audience and you have the information you need to identify the issue! Demand Generation lead scoring personas

Getting Out of the B2B Lead Generation Trap

Digital B2B Marketing

Most B2B marketing organizations start with a goal that looks like “deliver 18,000 leads to sales.” ” The lead goal was determined by the new revenue goal, the number of leads sales will need to reach the goal, and the portion of leads that marketing will need to contribute. Why don’t we have more organic, or over the transom, leads?