Digital B2B Marketing

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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.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

Particularly with “lead guarantee” programs, where a publisher contracts to provide a certain number of contacts meeting specific criteria, marketers fall into the trap of believing their content isn’t critical. Media advertising lead generation mistakes toby hudson It comes from the people who are hands on, doing the work in a wide range of situations. Content.

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5 2015 Predictions Only a B2B Marketer Would Care About

Digital B2B Marketing

Predictive marketing is already a hot space, but it hasn’t hit its mainstream stride yet as a solution for B2B marketers to segment and prioritize leads for marketing and sales. If your marketing can’t deliver traffic, it can’t deliver leads and sales. It is that time of year again. Instead, here are my five B2B marketing predictions for 2015. 1. And One Resolution.

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?

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

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.

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 Good Content Delivers Bad Leads

Digital B2B Marketing

There’s just one little problem: the leads are crap. Embrace the Bad Leads. No, of course you don’t want to focus on just getting more leads that aren’t in your market. Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content. Others simply aren’t interested. Education Is About Aspiration.

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.

Evangelizing a Content Marketing Program

B2C Marketers companies that excel at lead nurturing generate. 50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. Do you want to drive more leads? leads.

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.

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.

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.

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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Content Marketing 2016: Staffing, Measurement, and Effectiveness

Lead conversion (32 percent) is the most. budget can lead to more time if you’re able to hire. percent, was lead conversions and sales. ON SITE 7% OTHER 6% 32% LEAD. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. Copyright © 2015 Contently.

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.

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.

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.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Business And Close Deals Referrals deliver higher-quality leads, references. customers get more value out of it,” says David Sroka, Ceo of Point of Reference, a leading. asset in the same manner as leads or press mentions. tapping into customer goodwill has long given B2B marketers an advantage because: › Referrals deliver ready leads in a competitive market. offerings.

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.

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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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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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.

Content Methodology: A Best Practices Report

industry metrics such as sales and leads, or. generation Lead generation: Create. high-quality leads. Lead conversions • Avg. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. leader with industry-leading. Content. Methodology: A Best. All rights reserved. going.

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?

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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.

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.

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?

Content Marketing Playbook: Strategy and Roadmap

returned to the company after a 28-month stint leading. And it would lead to GE’s. leads through inbound marketing. “I think it’s almost. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

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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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?

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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6 Cringeworthy Marketing Technology Failures

Digital B2B Marketing

However, when emails with personalized links are shared, your new hot lead may actually reflect the behavior of multiple individuals. Now Lauren looks far more engaged with Marketo’s content than she actually is, breaking their lead scoring and causing them to recommend content to Lauren based on my content preferences. 5. Or at least that’s how it is supposed to happen.

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.

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.

Marketers Are Dramatically Underreporting Results from Twitter

Digital B2B Marketing

How many leads came from Twitter? B2B marketers are undervaluing Twitter’s contribution to their business. That’s hard to believe at a time when many B2B marketers are glomming on to Twitter like it’s the last shiny object opportunity they will ever have (even turning to spamming ), but it’s true. How many website visits? How many purchases? The impact is big.

The New Sirius Decisions Waterfall (and New B2B Marketing Acronyms)

Digital B2B Marketing

Inquiries Are Split Between Inbound and Outbound Sources Since inbound marketing drives higher quality inquiries that convert into marketing qualified leads more quickly, this is an important distinction. Marketing Qualification Is Significantly Expanded Sirius Decisions is recognizing three distinct sources of qualified leads now: Automation qualified leads.

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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Staffing and Launching Your Content Marketing Program

These examples may sound hyperbolic, but they get at values that lead. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. original photography as something Steve the Lead.

5 Lies About Easy Ways To Create Content

Digital B2B Marketing

This approach leads quickly to two problems (and they are rampant, particularly on many blogs): Quality suffers. There are easy ways to create good content, right? Sorry. Creating good content is hard. And it’s getting harder. If you take the content shortcuts that are recommended by so many self-labeled content marketing experts, you will be sorely disappointed in the long run.

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