5 Ways to Expand Lead Nurturing Beyond the Inbox
JUNE 8, 2016
Paid Social Media – all three leading B2B social media channels (LinkedIn, Twitter, Facebook) offer variations on “custom audience” programs that enable you to upload lists of customers, prospects, or target accounts and deliver ads exclusively to that audience, or so-called “lookalike” prospects that meet the same criteria. That’s not because email is going away any time soon.
[Infographic] 10 Ways to Generate More Leads from Your Business Blog
JANUARY 21, 2016
The social media landscape is littered with business blogs that, on the surface, do everything right. B2B Marketing blog marketing Blogs Inbound marketing Interactive Design lead generation Social Media blog best practices blog design blog lead generation blog leads blog ROI blog subscribers social media design social media ROIClick on the infographic to view full size.
Origami Logic Scores Gold with “Brand Olympics” Campaign
AUGUST 16, 2016
The microsite features different marketing campaigns each week, spotlights the brands driving the most engagement on social media, and provides articles, blog posts, and other content that showcases top performing campaigns. Visitors to the microsite can click through to learn more about successful campaigns, engage with social media, and sign up to receive a “Brand Olympics” newsletter.
10 Ways to Generate More Leads from Your Business Blog
SEPTEMBER 23, 2015
If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. Here are 10 proven ways to generate more leads from your blog. Subscribe Now!”). 4.
150 Content Marketing Tips
Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more
Is B2B Lead Generation Really This Difficult?
AUGUST 20, 2015
Agencies, consultants, media buyers, even the marketer’s own Web team, are being devalued and displaced by a raft of marketing technology that puts more power in the hand of the individual marketer to design, build, launch, manage, and track campaigns. Why is that? Here are my theories: 1. Marketing automation has yet to solve the reporting issue. But therein lies the quandary.
4 Key Takeaways from the 2015 SiriusDecisions Summit
MAY 16, 2015
Targeted display advertising is an obvious candidate, but social media is also an intriguing possibility. More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing. Outbound is the New Inbound. For the last five years or so, inbound marketing and demand generation have been virtually synonymous.
Forrester thinks Content Marketing Isn’t Working – They’re Half Right
JULY 18, 2014
More specifically, there’s a great deal of bad content out there (especially on social media), and many companies who haven’t quite figured out yet how to best leverage the content they have. It’s a fair characterization to say that the state of today’s content marketing in B2B circles is a mixed bag. But though I quibble with the general sentiment, Ms. They simply want information of value.
A Follow-Up Strategy for Content Syndication Leads
AUGUST 25, 2015
Hi [First Name], According to our records, you recently downloaded our white paper “(Title of White Paper)” from one of our media partners. I’m following up to learn: 1. It’s important to recognize that content syndication leads are not like most sales leads. That individual may well be a great candidate for your product, it’s just that he/she doesn’t know it yet.).
Content Methodology: A Best Practices Report
and media formats. Landscape Channel and Media. Continuous Improvement When organizations publish content, they venture into the world of media. for their audience’s attention, including major publishers and media companies. modern media landscape, the “If you build it, they will come” mindset is doomed to. Social Media • Activation across. Content. In the.
Programmatic Ad Buying: What Does It Mean for B2B Marketers?
MARCH 17, 2015
For insight, I turned to Andrew Fischer, a seasoned entrepreneur in both digital media and enterprise software and currently CEO and Co-Founder at Choozle , a Denver-based start-up making waves with their “simple end-to-end digital marketing platform.”. (HS) Hi Andrew. Let’s start with a definition. audience creation leveraging third party data sources. contextual targeting.
9 Proven Ways to Increase Webinar Response
MARCH 25, 2016
Leverage social media to extend the reach of your campaign. Social media can be an easy and effective way to increase attendance by leveraging existing event creative and assets like registration pages. Let’s face it: most business inboxes get flooded every day with Webinar invitations. Sell the event, not the product. Webinar invitation should sell the value of the event, period.
Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question
SEPTEMBER 9, 2014
Here’s Kathleen Schaub, now Vice President of the CMO Advisory Practice at IDC, interviewed back in 2011 : “The Internet and social media have triggered a turbulent change – the rich dialog has shifted online and away from the sales person. In fairness to my VP friend, he won’t be the last to ask the question (or its close cousin, “How many touches does it take to make a sale?”)
29 Tips to Improve B2B Email Campaign Performance
SEPTEMBER 12, 2013
Follow” icons promote your company’s social media channels. Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1. Make sure that critical information (offer, key benefits, call to action – what, why, how) is “above the fold”, i.e. in the top left 2-4 inches (400-500 vertical pixels) of your email. 2. Not sure what to test?
Evangelizing a Content Marketing Program
brands experiencing declining social media effective- ness and came to a clear conclusion: " We’ve reached a tipping point where. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY18 Internal Audit, External Audit, and Audience Identification Many brands only audit the external media landscape. could be Hollywood, could be Bollywood, could be the traditional media. The hotel giant.
Top 10 Demand Generation Resolutions for 2014
JANUARY 6, 2014
It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1. Improve campaign measurement. This year, take your reporting up a notch and make a commitment to show the true impact that your programs have on the company’s bottom line. Test more.
What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon
OCTOBER 29, 2014
Social media has contributed greatly, certainly, but so has the overall increase in web traffic, digital transactions, video and apps. This modern approach augments the demographic and behavioral attributes that are part of basic lead scoring with thousands of additional data points, like funding, credit score, hiring, patents, locations, technologies used, social media activity and more.
Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook
OCTOBER 7, 2014
B2B Marketing Demand Generation Google AdWords Online Advertising search marketing SEM Social Media facebook advertising facebook boosted posts lead generation cards linkedin advertising social media advertising social PPC sponsored updates twitter advertising twitter website cards It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Twitter. 6. Facebook.
A Really Useful B2B Marketing Benchmark Report from Optify
FEBRUARY 4, 2013
Twitter is by far the most effective social media channel for generating leads , outperforming Facebook and LinkedIn by a factor of 9 to 1, even though Facebook generates the larger percentage of visits (from social media sources), and LinkedIn shows the highest engagement rates (page views per visit.) The metrics reported by B2B benchmark reports can also be grossly misleading.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
fully formed media company. from traditional media outlets. energy drinks or dishwashers to legacy media giants. as media company.” According to PQ Media’s “Global. important media topic of 2015. social media, brands and publishers alike have had. media operation. traditional media publishers, writing great articles or filming. little.
5 Common Content Syndication Mistakes
JUNE 13, 2014
Like other inbound marketing programs – search, social media, and the like – content syndication is one more way to increase the chances that a qualified prospect, on any given day and at any given time, finds and engages with your company when he or she is searching for your kind of solution, or even researching a relevant topic. And yet content syndication is no slam dunk.
Report: Trade Shows Generate Highest Quantity & Quality of Leads
NOVEMBER 14, 2014
Consider a scenario: if I embark on a social media campaign, for example, generate a thousand leads, and two hundred of those leads convert to customers twelve months later, were those quality leads? Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. Far from it.
Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora
FEBRUARY 11, 2014
B2B Marketing Content marketing Demand Generation lead generation Marketing Automation Marketo search marketing Social Media Act-On b2b demand generation b2b lead generation Captora marketo Marketo agency Marketo partner paul albright How to add brains and reach to our customer’s beautiful/brand-centric websites. How does your content compare to your competition?
Failing at Paid Search? Maybe You’re Just Measuring It Wrong.
FEBRUARY 24, 2015
By tracking keyword conversions, you’ll be able to optimize your bid strategy and overall media spend. The lack of an appropriate and complete tracking system is one of the most common errors, or omissions, that B2B marketers make in setting up a paid search program. It’s easy to see why. The foundation of a strong search campaign is knowing what you want to achieve. And so on.
Study: How Much of Your Content Marketing Is Effective?
Terms like native content, brand publishing, and owned media are set to evolve. to be tackled if brands want to compete with traditional media. excluding social media posts)? people just for their media house. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? 700 content marketers.
Salesforce “State of Marketing” Report: Better Happy Than Good
MAY 3, 2016
In my view, social media remains one of the great untapped opportunities for marketing ROI, especially in B2B. No longer the sole province of PR teams , companies are finally waking up to (and seeing results from) social media as a true demand generation engine that drives engagement, leads, and revenue. You can download a copy of the report here (registration required.).
9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow
AUGUST 6, 2012
Marketo bills the event as an opportunity to hear, learn, and share advice on B2B social media marketing strategy. Social media used to mean launching a blog, or designing a corporate Facebook page. The hottest new form of graphical social media content is memes. Integrating social at every step of the demand generation cycle: that was clearly the lesson of the day. Surprising?
5 Tips for Successful Survey Campaigns
FEBRUARY 23, 2016
Surveys have long been a popular lead generation tactic, primarily because they create their own content, content that in turn can be used for inbound marketing, lead nurturing , PR, social media, etc. I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. What are the keys to a successful survey campaign? And so on.
Branding is Not Demand Generation. Stop Pretending That It Is.
APRIL 30, 2013
Over at TechCrunch, writer Josh Constine recently penned an intriguing article about the potential for social media platforms eating into Google’s near monopoly on search advertising. You can engage in thought leadership through social media, or propagate early stage content into the marketplace. Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment.
B2B Marketing Trends for 2016
Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media. He writes about content and social media. B2B Marketing.
Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.
SEPTEMBER 30, 2013
Integrate social media seamlessly into email campaigns in a way that extends the reach and value of the campaign. A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Do I need it in order to do lead nurturing?”. It’s just not a particularly sophisticated way of going about it. Certainly.
Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.
DECEMBER 16, 2013
Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”. Fair enough. What doesn’t sound right to me, however, is that 71% figure. Virtually none. doubt it.
How the Answer to One Question Can Tell You How to Market Your Technology
FEBRUARY 18, 2014
Social media can play a key role in that it helps spread the word about a particular solution or problem. One of the first questions I ask any prospective technology client is the following: “Imagine your product on a spectrum. Which end of the spectrum are you closer to?”. How a company answers this question tells me a great deal about two things: 1.
Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%
SEPTEMBER 17, 2014
Lead to MQL Conversion Rate for all leads across all product lines increased 33 percent. • For “passive” leads (leads from online programs such as content syndication, banner ads, SEM, Webinars and social media), the Lead to MQL Conversion Rate increased a massive 75 percent. Improve deliverability and overall email performance as measured by open and click rates. Re-posted with permission.
Content Marketing Playbook: Strategy and Roadmap
rise as a media powerhouse in its own right. media platform are all extremely valuable. Primary source of understanding is through sur- face-level media reports. investment media and financial advisors. source of information is specialized investment media and financial. The media landscape is crowded and. digitally native media companies. publisher.”
In Defense of Unsolicited Email
MARCH 18, 2014
Today’s modern demand generation is driven by content marketing, social media, search marketing, and other inbound strategies. Stop buying lists. Use email only to contact your customers when you have something specific to say to them, and explicit permission to talk to them. This is the only way that email is going to survive as a useful tool for any of us.”. Those days are long gone.