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5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

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

The Point

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

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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

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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.

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.

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

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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.

Is B2B Lead Generation Really This Difficult?

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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.

Video Tech Company Leverages SEM to Drive Enterprise Leads

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The campaign has proved so successful that JW Player elected to expand the monthly media spend by a factor of 6. Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. billion unique monthly views. Aggressive testing of ad copy.

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A Follow-Up Strategy for Content Syndication Leads

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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.).

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.

Infographic: 17 Tips for Generating Leads from Social PPC Advertising

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Looking to include social media advertising as part of your demand generation mix in the new year? Which social media platform makes most sense for your business? Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter. Is it best to start with CPM, or CPC?

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29 Tips to Improve B2B Email Campaign Performance

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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?

Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question

The Point

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?”)

Programmatic Ad Buying: What Does It Mean for B2B Marketers?

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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.

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What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

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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.

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.

Top 10 Demand Generation Resolutions for 2014

The Point

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.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

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.

Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook

The Point

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.

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Failing at Paid Search? Maybe You’re Just Measuring It Wrong.

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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.

A Really Useful B2B Marketing Benchmark Report from Optify

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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.

5 Common Content Syndication Mistakes

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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.

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Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

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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?

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5 Tips for Successful Survey Campaigns

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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.

9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow

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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?

Salesforce “State of Marketing” Report: Better Happy Than Good

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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.).

In Defense of Unsolicited Email

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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.

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Branding is Not Demand Generation. Stop Pretending That It Is.

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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.

3 Demand Generation Goals to Avoid in 2013

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Create a social media campaign. What is about social media that you think will extend and improve your demand generation mix? Social media can do many things but, like lead nurturing (see above), it’s only merits investment if you have a firm idea of what you hope to accomplish. Launch a lead nurturing program. It just means too many things to different people. And so on.

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

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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.

The Point

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

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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%

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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.

Why Salespeople Hate Most White Paper Leads

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It’s got to be the media, right? How is it that a quality white paper on a hot topic can still generate bad leads? Wrong. It’s the offer. When embarking on a content marketing strategy, one of the critical first steps is to determine the types of leads you want to generate. Then your offer should have as broad appeal as possible. Choose your content carefully.

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How to Write a Better Content Syndication Abstract

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When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. Abstracts (the short descriptions that accompany content online) are often an afterthought. Remember: an abstract is, essentially, an ad. Good abstracts do two things: 1. they drive action. Overview.

Why Chasing Hot Leads is a Bad Idea

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Media options abound that will enable a company to focus on specific job titles, company revenues, industries, etc., In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. In theory, anyway. Because our agency works primarily with high-tech companies, we see this kind of pressure often.

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5 Campaign Ideas for When You Have No Content

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But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? Promote social media connections. For today’s B2B marketer, content is the fuel that feeds the demand generation engine. Answer: you get creative.

Design Choices & More Sink Webinar Invitation

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asked Steve Reinhardt, Spear’s manager of Web development, what he’d do differently: “I’d recommend using CSS media queries to have the header graphic change to a “mobile friendly” width when the email is narrowed to render on a mobile device. My suspicions are these: 1. Janrain failed to test the email fully before launching. doubt it.

MobileIron Harnesses End-User Demand to Drive Mobile IT Sales Leads

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B2B Marketing Campaign Measurement Campaign Strategy Content marketing Creative Demand Generation Integrated Marketing Interactive Design Landing Pages Marketo Mobile Marketing Offer Strategy Social Media byod demand generation agency marketo Marketo agency marketo campaigns Marketo partner mobile demand generation mobile marketing mobileironHere’s how the campaign worked: 1.

Maker’s Mark: PR Debacle or Social Media Genius?

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mere week later, after a firestorm of protest erupted on social media and the Internet in general, the company reversed course. B2B Marketing B2C Marketing Branding Campaign Strategy Social Media brand awareness forbes magazine maker's mark mea culpa marketingAs a fan of the Maker’s Mark brand (in moderation, of course, and in Manhattans) I followed this story with some interest.

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