Digital B2B Marketing

JUNE 12, 2013

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. You are seeing strong traffic, engagement with your blog content and a steady increase in registrations for your premium content.

Lead Scoring 100

Lead Scoring Lead Ranking Leads Lead 100

Digital B2B Marketing

NOVEMBER 19, 2013

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. Measuring B2B Publisher Lead Generation Programs. Enterprise B2B marketers face a conundrum.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Ranking Lead Scoring 100

Digital B2B Marketing

MAY 3, 2012

Among paid media and advertising tactics, lead generation programs like content syndication are a key source of leads for B2B marketers, especially in the enterprise technology space. Tell a B2B publisher that you are interested in lead generation and the majority will point to some form of white paper syndication program they offer.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

JULY 3, 2012

But the path to value from your curation is a winding one. Turning Attention into Marketing Success The top three content marketing objectives according a recent survey by Curata (notably, a company that offers a solution for content curation), are driving leads/sales, thought leadership and brand awareness.

Curation 100

Curation Lead Ranking Lead Scoring Thought Leadership 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. They are not a traditional media company with an editorial focus.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

APRIL 20, 2011

Highlight the value someone will receive. Give them a taste of that value before they buy the content. Every registration page should be laid out to highlight the offer and value proposition and have a clear call to action. IDC: Improving the Business Value of WAN Optimization. The Content Sell. The Page Function.

Lead Generation 100

Lead Generation Generation Lead Ranking Lead Scoring 100

Digital B2B Marketing

MAY 23, 2012

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. Teleprospecting qualified leads. Teleprospecting generated leads.

Demand Generation 100

Demand Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 100

Digital B2B Marketing

NOVEMBER 6, 2012

Do you care if potential prospects see your services as high value or a complete rip-off? However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. In a recent logistics magazine, 60% of the full page ads are lead generation focused. Of course you do.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 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. Creating Demand Today, too many marketers are focused on a lead, or a contact record in their database that meets certain criteria. B2B marketing is complex.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

APRIL 2, 2013

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.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

AUGUST 20, 2013

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. An influencer program. An advertising program. A marketing automation program.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 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.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

JUNE 26, 2012

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. The values you present to the market? Recognition of brand or product attributes?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

JUNE 28, 2012

Activities ranging from inbound marketing to lead scoring and distribution are critical for marketers to master here. Marketing must play a supporting, not a leading, role in the development of successful business relationships. In Summary The business relationships you need to develop are not relationships with marketing.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

NOVEMBER 8, 2012

Inbound marketing leads, according to Hubspot, cost 62% less than leads from outbound marketing. The utility (value) of perfect substitute products will eventually be equal as demand shifts from one product (outbound) to another product (inbound) in order to equalize value. Shorter Forms. Forms are a barrier to attention.

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 100

Digital B2B Marketing

NOVEMBER 17, 2011

Here are examples of marketing advice I have recently come across (or even written): According to SiriusDecisions, by 2015 71% of all marketing leads will be from inbound marketing. Increase you search rankings by curating content that speaks to your offerings, and organize and share that content with your audience.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

Here are examples of marketing advice I have recently come across (or even written): According to SiriusDecisions, by 2015 71% of all marketing leads will be from inbound marketing. Increase you search rankings by curating content that speaks to your offerings, and organize and share that content with your audience.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

MAY 24, 2012

Scoring leads, establishing marketing automation, building thought leadership, creating demand… it isn’t easy. B2B marketing can quickly become complicated. Far too often, the complexity masks the important foundational elements.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Digital B2B Marketing

JANUARY 12, 2012

Without marketing metrics, marketers cannot manage investments or show the value of marketing. 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.

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 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. As they lose credibility, the value of native publishing falls. It is a downward spiral.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

JANUARY 3, 2013

You examine everything in your bid for more opens, more clicks, more leads and more sales. Treasure your audience, value your audience. You pore over every benchmark and research study. Subject lines, call to action, offer, design, images. Do you really want to copy email spam tactics for your B2B email marketing program?

Practices 100

Practices Eloqua Best Practices Open Rate 100

Digital B2B Marketing

JULY 17, 2012

Solution selling and never undermining your value are anthems in marketing. Yes, leading with price can devalue your solution. .” It wasn’t a complement of their marketing prowess or focus. It was a knock, the final proof that this B2B marketer did not know how to market. But has it gone too far?

Pricing 100

Pricing Price B2B Sales Differentiation 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

JUNE 11, 2012

B2B marketers are looking for a shortcut to thought leadership , but the shortcut many are taking lead somewhere else completely. You respect their opinion of sources and value the skill they have at discovering and delivering the right information. Does sharing someone else’s content make you a thought leader?

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

JULY 16, 2012

The purpose of B2B marketing is not leads, relationships, content or branding. Content is King No, increasing profit, free cash flow or the value of your company is king. Today, content marketing is one of the ways marketing contributes to that value. Add your own myths in the comments below!

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

AUGUST 30, 2011

Your customer-facing team needs to understand your corporate values and adopt them as their own. Every team member must reflect these values in their interactions. Provide value: Marketing must deliver the value that has your audience coming back. Delivering value in your product or service only is no longer enough.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

NOVEMBER 29, 2011

He charges more and consistently wins repeat business because he creates unique offerings around his (commodity) product that increase the value of purchasing through his company. They have successfully differentiated with additional services and logistics, and they have become one of the leading businesses in their category.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 29, 2011

He charges more and consistently wins repeat business because he creates unique offerings around his (commodity) product that increase the value of purchasing through his company. They have successfully differentiated with additional services and logistics, and they have become one of the leading businesses in their category.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

MAY 5, 2011

Lead generation, for purposes of this post, is collecting registration information for content, in order to build a marketing database or deliver leads to telemarketing and then on to sales. Delivering leads for sales drives today’s B2B marketing organization. B2B marketing is all about lead generation.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

JUNE 21, 2012

There is no long intro animation or lead in that gives the viewer an opportunity to reconsider watching. Your Turn What are the biggest barriers to B2B marketers producing higher value content? Here are a few of the things that set this video apart as part of a marketing program. It Grabs You The video immediately jumps to the content.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

Digital B2B Marketing

NOVEMBER 21, 2013

How many leads came from Twitter? The “Extract A” value is (https?://)(([^/]+)/). 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?

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 100

Digital B2B Marketing

AUGUST 14, 2012

Bring Your Lead Nurturing Program to Advertising As potential customers move through the buying process, online advertising can be tailored, delivering the most appropriate message to each potential customer. CRM Retargeting Applications for B2B Marketing The possibilities are nearly endless.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

SEPTEMBER 24, 2013

RocketFuel’s successful IPO last week underlines the value the market is putting on these companies. Here are my predictions: Google will follow Firefox’s lead and not allow pages to set third party cookies. Not even Facebook comes close. Google wants to be both.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

FEBRUARY 16, 2012

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. Instead, lead generation and demand generation work together in sequence.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

OCTOBER 17, 2016

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.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Webcast 100

Digital B2B Marketing

DECEMBER 3, 2013

For years paid search has been one of the most cost-effective media channels for B2B lead generation. Instead manually add just free as a negative keyword. Because broad match pulls in untargeted ads, your quality score drops, your cost increases, your performance drops, you optimize by (incorrectly) lowering your bid.

Paid Content 100

Paid Content Search Marketing Paid Search Agency Budget Programs 100

Digital B2B Marketing

JUNE 7, 2012

Activity intended to improve organic search rankings. CPL : Cost per Lead. Used both as a pricing model for lead generation media buys and as a performance measurement to compare the cost of leads from various sources. Calculated as cost divided by leads. MQL : Marketing Qualified Lead. PPC : Pay Per Click.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100