If it isn't then lead nurturing wouldn't work. The ability to measure engagement is (IMO) what lead scoring was meant to do once you get past the demographic scoring. For example, go look at your lead nurturing program. Across the series of 5 touchpoints, how many times did each lead respond? If you looked farther, are they on Twitter? I'll be writing a few posts about buzzwords that are making me a bit nuts. Feel free to jump in with your thoughts. think it would be great if we can bring some clarity and new thinking. What does engagement mean? MORE >>

B2B content marketing strategy must lead somewhere. How many followers did our Twitter account attract last month? A B2B content marketing strategy should never be contained in a silo. First of all, to be literal, a silo is a dugout, cave or shelter for grain. Secondly, it denotes walls and barriers that keep its contents apart from everything else. It should be based on a continuum that matches the needs of prospects and customers wherever they may be in the experience at any time. It's viewed as a campaign, a project or a standalone initiaitve. Is our web traffic growing? MORE >>

Let's say you are using the following geared to address the priorities of a specific target market (persona): Twitter. Or, because registrations for webinars are directly attributable, it may be thought that they payoff handsomely for lead generation when the reality could be that without your Twitter promotion, your webinar registration would have been 40% lower. One of the beautiful things about digital B2B marketing is the ability to attribute behavior and engagement for prospects across a variety of channels that may be included in our marketing mix. Webinars. MORE >>

This lesson covers demand generation, lead management and lead nurturing. But wait - there's one more thing - each of the experts they cultivated as professors is included on this Twitter list so that you can follow them to create your own continuous education program for marketing excellence.   Have I told you that I'm a maniac for B2B marketing eduction? Well, I am. Know why? Because the B2B landscape is constantly shifting. Things change so fast that it's a real challenge to keep ahead of the curve. What works continues to evolve along with our buyers. MORE >>

For some B2B marketers, Twitter isn't intuitive. Today, I'd like to offer some tips for what to do once you get started - if you choose to engage on Twitter. Through some very unscientific experience, I've discovered a few things: Using Twitter handles in Tweets gets more Re-Tweets. Others also identify with Twitter handles they recognize and are more likely to click the link you share or Re-Tweet. think one of the things that gets confusing about Twitter is that the stream moves so fast. They can lead to some amazing exchanges. Be Creative. MORE >>