Digital B2B Marketing

DECEMBER 2, 2013

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. The content you should use depends on how the lead generation program is structured. Select Your Content Carefully.

Lead Generation 100

Lead Generation Budget Programs Lead Ranking Lead Scoring 100

Digital B2B Marketing

AUGUST 23, 2012

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!

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 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 17, 2011

Two weeks ago, I wrote Five Reasons Lead Generation is on its Last Legs , exploring the reasons why today’s common lead generation tactics are beginning to fail. However, the requirement that marketing deliver leads will not change. Avaya’s widely cited case of a $250,000 sale via Twitter is a great example.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

OCTOBER 6, 2011

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The potential of these prospects is not reflected in your lead score. Your blind spot is there.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 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 Ranking 100

Digital B2B Marketing

DECEMBER 20, 2011

However, companies frequently expect the same content marketing program to capture contacts or leads as well. Consider the lead generation activities of the following three types of marketers. There is significant demand for access to their content and perspectives, and this demand translates directly into lead generation volume.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 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. Have leads become the primary focus for B2B technology media companies?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Ranking Lead Scoring 100

Digital B2B Marketing

OCTOBER 9, 2012

With more people publishing and more competition for our attention, free and easy-to-use communication channels lead to spam. Twitter Mention Spam You have probably seen the spam on Twitter promoting iPhones, gift cards and similar. Even well-intentioned individuals, marketers and publishers can fall into the spam trap.

Social Media 100

Social Media Social Marketing Advertising Agencies CAN-SPAM 100

Digital B2B Marketing

FEBRUARY 14, 2012

Can corporate websites support demand generation and lead capture? These are some of the questions we tackled on B2Bchat on February 8, 2012, and I had the privledge of moderating the discussion on Twitter. Demand generation is too focused on lead capture and not focused enough on meeting the needs of their audience.

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 100

Digital B2B Marketing

NOVEMBER 1, 2012

According to Hubspot, leads from inbound marketing cost 62% less than leads from outbound marketing. Dan Hanssel ( @dannyhanssel ) moderated a recent #b2bchat discussion on Twitter that tackled some of these issues. You can respond in the comments below or on Twitter using the hashtag #B2Bchat!

Inbound Marketing 100

Inbound Marketing Allocation Opinions Marketing & Strategy 100

Digital B2B Marketing

JUNE 26, 2012

Unfortunately much of it reflects zero thought and leads no where. Integrated “Sure, we can add a twitter icon to our email. Or are you referring to a twitter strategy that includes your autoresponder rules, mass following tool and autoshared content sources? Clarity is critical. Should it link to somewhere?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

MAY 1, 2012

Not only do you still need to create content to capture leads, nurture prospects and support sales, you need to create sharable and discoverable content also and then patiently wait before you see the return on this new investment. Including your blog feed or twitter stream will give you an immediate content-focused traffic boost.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

NOVEMBER 6, 2012

However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. B2B Marketing’s Lead Generation Focus B2B marketers are pitching white papers, webinars and other content at every turn. All they see are leads. Photo Credit: Day 55/365 by ?ah33l

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 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

MAY 29, 2012

B2B marketing discussions on Twitter and blogs have a tendency to focus on singular topics, such as Twitter, marketing automation , or lead generation , as if they are right for everyone and we just need to do them well. Your Turn Do you also see the one size fits all discussion of specific solutions in blogs and on Twitter?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

APRIL 28, 2011

Mashable : Twitter is huge, LinkedIn isn’t even included. Jay Baer’s Convince & Convert : Twitter leads today, LinkedIn is growing. When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. THECOOLIST : Facebook is completely dominate.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

MAY 20, 2014

Marketing never gets the opportunity to identify and deliver a lead. Finally, if your critical, must have information includes 15 fields, you don’t need a new form solution, you need to re-evaluate your lead requirements. Let me know in the comments below or on Twitter ( @wittlake ).

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies 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. Share your answer in the comments or with me on Twitter ( @wittlake ).

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

JULY 3, 2012

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. Thought Leadership Without attention, your thinking cannot lead anyone.

Curation 100

Curation Lead Ranking Lead Scoring Thought Leadership 100

Digital B2B Marketing

MARCH 12, 2013

Capture leads. If the real goal for a piece of content, the one thing it must do in order to be considered successful, is capture leads, embrace that goal. So embrace its real goal (capturing a lead) and focus your creation and promotion your objective. Share your view in the comments below or with me on Twitter ( @wittlake ).

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

MARCH 19, 2012

In fact, Sirius Decisions, a research firm focused on B2B markets, predicts more than 75% of leads will be sourced through inbound channels by 2015. Content is the Core Challenge This conclusion does not come as a surprise, content has been identified as a leading challenge in multiple B2B marketing surveys in recent years.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 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. Everyone else is already curating Look at Twitter, LinkedIn industry groups or Facebook pages. Share your perspective below or with me on Twitter ( @wittlake ).

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Facebook, Twitter, Google+, LinkedIn and various niche platforms will be potential ways to nurture prospects, in the environment each prospect chooses. Share your view below or with me on Twitter ( @wittlake ). You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

OCTOBER 24, 2011

These and other questions were debated during a Twitter #B2Bchat on Thought Leadership in B2B Marketing on October 13, and I had the privilege of moderating the discussion. ” Heretics have positions that are beyond the leading edge and the wisdom of their position or view is only seen over time. Prime example is Galileo.”

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 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. Licensed Under Creative Commons 2.0 (BY

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 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

MARCH 1, 2012

B2B technology marketers running lead generation programs are finding their content or offers on a wide range of sites they never intended to place their content on, yet they are paying $20 to $60, or more, every time someone downloads their content from these sites. Share in the comments below or with me on Twitter ( @wittlake ).

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Facebook, Twitter, Google+, LinkedIn and various niche platforms will be potential ways to nurture prospects, in the environment each prospect chooses. Share your view below or with me on Twitter ( @wittlake ). Marketing automation platforms will respond with extended support for social media contact channels.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

SEPTEMBER 13, 2011

Today, marketers need to lead audiences all the way to the conclusion , quickly and convincingly. Share your view in the comments below or with me on Twitter ( @wittlake ). You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: In Theory , Mobile.

Television marketing 100

Television marketing Mobile Marketing Buzz Lead Ranking 100

Digital B2B Marketing

JULY 14, 2011

Licensed analyst content to promote on its site and via advertising to capture leads. Captured leads with required registration by promoting case studies to senior IT executives. This may be an effective lead generation tactic, but it isn’t thought leadership. About Eric Wittlake.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Share your experience or questions in the comments below or with me on Twitter ( @wittlake ). Disclosure: I buy or recommend clients buy lead generation programs or data services from Madison Logic at times. I have no financial interest in their business. Original Photo Credit: davebloggs007 via Flickr cc.

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

JULY 21, 2011

Lead generation is valuable, but content marketing can deliver so much more. Comment below or share your reaction with me on Twitter. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. This content marketing is about promotion, not content. About Eric Wittlake.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

NOVEMBER 8, 2012

Inbound marketing leads, according to Hubspot, cost 62% less than leads from outbound marketing. As competition for attention increases, companies will drop or shorten forms, making it more difficult to capture leads. Share your view in the comments below or with me on Twitter ( @wittlake ). Shorter Forms.

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 100

Digital B2B Marketing

OCTOBER 4, 2012

For many B2B companies, marketing’s key contribution may be qualified leads. For example, if your metric is leads, then you cannot leave ambiguity about what is and is not a lead. Share your perspective in the comments below or with me on Twitter ( @wittlake ). Well defined metrics are critical.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 100

Digital B2B Marketing

APRIL 30, 2012

Without traditional AORs as a natural lead for agency coordination and integration (AOR relationships dropped from 50% of companies to 15% in the last decade), you need to take on this role directly. Share your thoughts in the comments below or with me on Twitter ( @wittlake ). Here are three of the key changes marketers need to make.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100