Biznology

OCTOBER 5, 2016

We began our introductory column by discussing how a smarter website can make a difference to your bottom line by increasing engagement, leads and sales, and by discussing how your approach to building your website is a key part of the success: are you creating a library or a cocktail party? Or where your marketing actually leads to revenue.

Marketing Websites 128

Marketing Websites Effectiveness Planning Lead Scoring 128

Biznology

MARCH 6, 2020

Animate diagrams and illustrations from existing PowerPoint decks and white papers to help your presenters or viewers work through processes step-by-step. This doesn’t take much editing skill, but it does require editorial. Edit software demos and screencasts so they tell an interesting use-case story.

CMS Development 129

CMS Development Conference Paid Search Agency Work Management 129

Biznology

APRIL 27, 2017

times cheaper to sell to a pre-existing inquirer than to generate a new lead ( Aberdeen Group research). This article is excerpted from the white paper “How to Reactivate Dormant Customers.” Retaining an additional 2% of customers has the same effect as cutting costs 10% ( Davidow and Malone , The Virtual Corporation ).

Churn Rate 152

Churn Rate Click Rate Eye-Tracking Lead Scoring 152

Biznology

AUGUST 30, 2018

White papers, implementation guides, case studies, blogs, and video can all address needs like these. Interactive Buyer Enablement Video. Some buyers will want a thorough understanding of what it’s like to use your solution, who uses it and how, how it gets implemented, and so forth.

Video Marketing 120

Video Marketing Gartner Case Study Case Studies 120

Biznology

JUNE 26, 2015

I’m bothered by much of what I read and hear today when marketing people and agencies pontificate about B2B in presentations, webinars, white papers, and even blogs like Biznology. Request our 15 page white paper titled B2B Profiling, Targeting & Segmentation to learn more about segmentation for B2B).

Work Management 80

Work Management Marketing Management B2B Marketing Trends 80

Biznology

NOVEMBER 6, 2014

Webinars and white papers – hopefully they are of real value and not sales pitches. The very first call you receive as a follow up from attending a webinar, requesting a white paper or attending a trade show. If I am ready to buy, I don’t need or want the lead generation white paper.

Brand Identity 80

Brand Identity Branding Trade Show PR 80

Biznology

APRIL 23, 2015

Another long time friend, Bob Bly, was the first who wrote extensively about content marketing in his 2005 White Paper Marketing Handbook, which is still available on Amazon. Now that’s a scary thought for an old time lead generation guy! He was starting a new firm, and needed a lead generation consultant. But I digress.

Work Management 80

Work Management Buy Marketing Management Process 80

Biznology

MAY 30, 2012

There’s a spirited debate in B-to-B marketing about whether it’s best to give away information (aka “content,” like white papers and research reports) to all comers, versus requiring web visitors to provide some information in exchange for a content download. Credit: Getty Images via @daylife. It’s hard to say.

B to B 80

B to B RFP Sales Qualified Leads Lead Ranking 80

Biznology

NOVEMBER 10, 2011

Dr. Philip Resnik (Converseon’s Lead Scientist) and I co-authored a white paper that Converseon released yesterday that tackles social media and text analytics. Read the white paper for more details, so that you know what kind of technology you need in your listening solution.

Analytics 80

Analytics Vendors Social Media Paper 80

Biznology

FEBRUARY 17, 2016

The more off-beat queries can lead you to create whole new categories of content designed to appeal to particular audience segments or industry verticals. Buyers further along the journey are probably on the lookout for case studies or white papers. Make note of what you have in your outbox. Mine Your Client Presentations.

Content Marketing 80

Content Marketing Generation Content Buying Cycle 80

Biznology

OCTOBER 24, 2013

If you’re constantly struggling with your business blog and exasperated with the lack of qualified leads, you may be missing key points in your content strategy. You’ll need to adjust your content marketing strategy to work each and every lead through all points of your sales funnel before any will convert to sales. White papers.

Top of Funnel 80

Top of Funnel Sales Cycle Content Marketing Planning 80

Biznology

OCTOBER 15, 2012

51% Lead Generation. 60% White Papers. Here are a few more interesting data points from that BtoB study. Goals / Metrics of Success. 38% Brand Awareness. 34% Thought Leadership. Favored Content Types. 74% Online Articles. 65% Email Newsletters. 58% Case Studies. 57% Videos.

BtoB 80

BtoB Content Marketing Wikipedia Content 80

Biznology

FEBRUARY 29, 2012

You’ll be publishing white papers, research reports and case studies, and tweeting about them. The trick in B-to-B is to turn your social media messaging into a lead generator, with the addition of 3 essential elements: A compelling offer, such as an intriguing research report or white paper. A worthy discussion.

B to B 80

B to B Social Media Media Thought Leadership 80

Biznology

JUNE 17, 2020

Supporting employees leads to better productivity, which leads to higher profits. Valuing your employees, encouraging them to work together, and keeping them involved in decision making, leads to stronger company culture and better results. Internal Comms Leads to a Better Work Environment. What is internal communication?

Barriers 104

Barriers Peer-to-peer Work Management Organic Leads 104

Biznology

JULY 18, 2016

Those prospects should get a CTA that leads them to the next step of engagement. (A A white paper that takes a deeper dive? So your call to action re: downloading a “how-to” guide shouldn’t be displayed to a prospect who has already downloaded it. A worksheet template? Something else? Tools to Consider.

Enterprise Management 80

Enterprise Management Work Management Top of Funnel Marketing Management 80

Biznology

AUGUST 21, 2013

Sure, you may be a lead gen type and want to collect more email addresses or a non-profit and want more donors. But whether you’re selling products, gathering leads, or enlisting actions, you’re trying to close a deal. Usually you want to sell more stuff.

Landing Pages 80

Landing Pages Business Lead Scoring Lead Ranking 80

Biznology

JUNE 6, 2012

No one goes looking for white papers. They will choose a white paper within that topic area if it suits the information task they are trying to accomplish. James Mathewson is the Global Search Strategy Lead for IBM and the Search Practice Lead for the IBM Design Lab. They look for content about topics.

De-duplication 80

De-duplication Optimization Work Management Marketing Management 80

Biznology

MAY 31, 2012

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.”

Conversion Rate 80

Conversion Rate B2B Content Sales Qualified Leads 80

Biznology

OCTOBER 21, 2016

From there you can drive demand, leads, and sales opportunities. You just have to be thoughtful about your content-gating strategy and not lead with it. Once they connect, we provide them with the article, podcast, white paper that we mention in the invite to connect (everything ungated!)

Enterprise Management 80

Enterprise Management Work Management Marketing Management Linkedin 80

Biznology

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. B2B marketers will continue to excel at creating valuable materials—digital, paper-based, video, you name it—to attract prospects and deepen relationships.

B2B Marketing 80

B2B Marketing Data Hygiene Planning Paid Search Agency 80

Biznology

JULY 5, 2012

Pay per lead. Ziff Davis and TechTarget are leaders in the tech industry world, using “content syndication,” distributing marketers’ white papers and research reports, and charging by response. Avoid this model unless you have good data on conversion rates—conversion to qualified lead, and then conversion to a sale.

B to B 80

B to B Marketing Prospects Advertising Agencies Work Management 80

Biznology

JANUARY 30, 2015

The traditional attribution methods of assigning the credit have long been either the first touch (the inquiry source medium) or the last touch (the channel through which the lead was either qualified or converted to a sale). You can find more thorny data issues and solutions in our new white paper , available for free download.

De-duplication 80

De-duplication Work Management Marketing Management Marketing Attribution 80

Biznology

NOVEMBER 21, 2013

Plus, you probably have content lying around your customers would value, which leads to… Perform a content audit. Got any brochures, white papers, catalogs, FAQ’s, newsletters (email or otherwise), and sundry other communications lying around? If you’re like most businesses, the answer is “yes.”

SEO 80

SEO Enterprise Management Lead Scoring Lead Ranking 80

Biznology

JUNE 25, 2013

The email list, of course, a Feedburner RSS subscription , or maybe signing up for a free white paper, a sign-up form, or even just a contact form. Well, you obviously don’t want to literally trap your prospects, do you? But what is the figurative marketing trap? Otherwise, everything’s ephemeral.

Social Media 80

Social Media Social Marketing Media Planning 80

Biznology

AUGUST 16, 2018

Without attribution, you can’t prove it was instrumental in generating leads. But redesign it out of existence and suddenly, your lead volume goes way down. Because no one becomes a lead until they’re ready. That means giving all the credit for the last thing a prospect did before becoming a lead.

Lead Ranking 132

Lead Ranking Multi-Touch Attribution Top of Funnel Lead Scoring 132

Biznology

AUGUST 18, 2010

In other cases, it could lead to a greater understanding of the opportunity that your products provide, thus helping them to get more engaged with you as a supplier. Is it a white paper? Either way it's a win-win and that's a very good thing. Is it blogging? Is it Twitter? Is it Webinars? Is it something else?

Education 80

Education Intent Content Wikipedia 80

Biznology

MARCH 4, 2016

Most B2B lead generation campaigns involve multiple touches via multiple media channels. But how do you decide which media are optimal, and more to the point, how they work together to generate a qualified lead? Can you get enough leads from this channel to satisfy your requirements? Lead flow requirements. Response rate.

Lead Generation 80

Lead Generation Lead Scoring Lead Ranking Sales Qualified Leads 80

Biznology

AUGUST 10, 2016

Most of you are familiar with the challenge: your boss wants to focus on getting more leads and, based on his reading of the data, the way to do that is to improve conversations at the last step of the buyer journey. You know so-called last touch attribution is not the only way to improve the volume and quality of leads.

Top of Funnel 80

Top of Funnel Co-Registration Marketing Attribution Lead Ranking 80

Biznology

SEPTEMBER 25, 2018

In business markets this might be a white paper, research report, infographic or case study. It can be used as a motivational offer to generate a lead, or it can be used to establish thought leadership, or to stimulate viral sharing. Known as lead nurturing, it’s a key component of the B2B demand generation process.

B2B Marketing 123

B2B Marketing B2B Thought Leadership B2B Banner Ads 123

Biznology

MARCH 1, 2017

Marketers looking to acquire new customers, or generate sales leads, typically rely on outside data providers for lists and contact data to give them access to new markets. For example: Generate 45 qualified leads, at $350 per lead, in the quarter. What happens then? Think through where you are going and why. Like this post?

Order 80

Order Ideal Customer Profiles Sales Qualified Leads Marketing Prospects 80

Biznology

NOVEMBER 15, 2018

After all, data from the Content Marketing Institute says , dollar for dollar, content marketing generates three times as many leads as paid search. If you want your content that converts for your business, follow these simple steps: Lead with your most important information. Lead With Your Most Important Information.

Conversion Rate 106

Conversion Rate Clickthrough Content Lead Scoring 106

Biznology

SEPTEMBER 24, 2014

Howard is a seasoned lead generation pro, and a terrific writer. B2B Lead Roundtable Blog, by Brian Carroll, with additional contributors. Brian made an important point in his recent post Stop Cold Calling and Start Lead Nurturing. Viewpoint: The Truth About Lead Generation, by Dan McDade. The Point, by Howard J.

PointClear 80

PointClear B2B Marketing B to B B2B 80

Biznology

FEBRUARY 23, 2015

ADP : Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. The results of the campaign generated 1,700 leads, 125 webinar participants, 5,000 views on Slideshare, and $1 million in new business. Maersk now has more than 1.5m

Case Study 80

Case Study Case Studies Studies Enterprise Management 80

Biznology

OCTOBER 23, 2013

B2B marketers are well aware that content—such as white papers, infographics, research reports, case studies, and videos—are essential tools for marketing effectiveness today. She also covers the best applications for content in driving toward B2B marketing objectives, like sales lead generation. Stevens videos white papers'

Planning 80

Planning B2B Marketing Emarketing Content Marketing 80

Biznology

DECEMBER 7, 2015

This has lead to 5 significant trends in B2B database marketing. Take marketing for example; it is common to find lead generation, outbound telemarketing, trade show, and inbound lists all in separate software systems. But, in fact, there are also silos within silos. The more relevant the communication the more it’s personal.

Trends 80

Trends B2B SIC Telemarketing 80

Biznology

JUNE 27, 2014

It also means a library of content assets the sales rep can choose from, filled with white papers, research reports, case studies, infographics, videos, and ebooks. Resist the plea from Sales to pass unqualified leads. Prove the ROI on your solution. I’ve made this point before , but it bears repeating.

Marketing Management 80

Marketing Management B2B Marketing Planning Paid Search Agency 80

Biznology

JULY 25, 2013

Develop the relationship over time until the prospect is ready to see a salesperson, a process known as lead nurturing. White papers. Application, or where it is used in the marketing process, such as lead generation, lead nurturing, thought leadership, awareness, retention. Attract new prospects, and 2.

Enterprise Management 80

Enterprise Management B to B Work Management B2B Thought Leadership 80