Digital B2B Marketing

NOVEMBER 19, 2013

Nurture Response Rate. Track the response rate (click rate or content view rate) of contacts from each source. This will let you see results quickly and give you large enough numbers to optimize effectively, not just report. If not, stop now and put at least something simple in place.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

MAY 23, 2012

Benchmark conversion rates for each source provide an additional support point for marketers moving towards inbound marketing. This is a significant improvement over the previous inquiry to marketing qualified lead benchmark, which blended conversion rates from firms qualifying through automation and through teleprospecting.

Demand Generation 100

Demand Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Here are a few recently published results: Case 1: Email click rates increased 279%. Case 2: A 463% increase in email click rate. We have a better understanding of what people are interested in and our marketing performs significantly better. Case 3: You say clicks don’t matter?

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

APRIL 9, 2013

Yes, they deliver a high click rate, but at what cost? Yes, click rates are high, but bounce rates are high as well, as people looking to skip the ad accidentally click instead. The results from these ads can be misleading. How many people do they p**s off? People Hate Interruptive Ads. Auto Expanded Ads.

Ads 100

Ads Banner Ads Banners Effectiveness 100

Digital B2B Marketing

MAY 8, 2014

You might be missing 80% or more of the audience you care about, and because you are taking the same approach to targeting that everyone else is, you also have more competition and pay higher rates. By limiting your reliance on the LinkedIn’s incomplete data, you will see higher volume, higher engagement rates and lower CPCs.

Linkedin 100

Linkedin Campaigns Social Media Advertisements 100

Digital B2B Marketing

JULY 11, 2013

Higher Registration Rates. Higher click rates in search. Better open rates in emails. Below is the five year search trend for Airbnb, a newer brand that, today, is searched for nearly as Alaska Airlines, a long-standing regional airline. This list goes on. More inbound contacts. Increased booth traffic at trade shows.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

JANUARY 12, 2012

This should be obvious to everyone, yet we continue to hear about click rates on banner ads, a metric that is easily accessible but wrong for nearly everyone. Pick the Right Marketing Metrics With the wrong metrics, your investment in analysis and optimization is wasted. The wrong metrics lead to the wrong marketing investments.

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

APRIL 26, 2011

Banner Ad: The top banner ad is outperforming the industry average 0.10% click rate [actual rate has been removed to protect client and publisher details, advertising has 'performed well' on a number of measures]. the click rate of the top banner ad. the click rate of the top banner ad.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

MARCH 5, 2013

Why is our conversion rate so low? Why isn’t our churn rate lower? It is time to start asking why and finding new opportunities. Here are just a few of the why questions to start with. Why can’t we raise our average contract value? Why don’t we have more organic, or over the transom, leads?

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

MAY 22, 2012

White papers are rated “most valuable” more frequently than any other format (56% of those that rated white papers). Ebooks, blogs and podcasts all follow and have been used by more than 50%. Digging deeper, buyers show a significantly stronger preference for whitepapers.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

DECEMBER 1, 2011

Retargeting ads are inexpensive and for online direct marketers, they usually perform very well on click rate, conversion rate and cost per conversion metrics. Unfortunately for HostGator, I already chose a hosting provider, and now, I’m tired of HostGator’s advertising and their alligator mascot.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

DECEMBER 1, 2011

Retargeting ads are inexpensive and for online direct marketers, they usually perform very well on click rate, conversion rate and cost per conversion metrics. Unfortunately for HostGator, I already chose a hosting provider, and now, I’m tired of HostGator’s advertising and their alligator mascot.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

SEPTEMBER 11, 2012

In addition, advertisers with Paid Tweet programs that you engage with will be prioritized and programs with very low engagement rates will be stopped, giving advertisers another incentive to deliver the most targeted and relevant content. By requiring targeting, advertisers will be forced to create more targeted and relevant campaigns.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

DECEMBER 2, 2013

3 email blasts, 6 newsletter ads, calendar listing and 2 weeks of on-site promotions), choose content that will maximize your response and conversion rates. If you are buying a program with a fixed set of promotions (i.e. This normally means turning to early stage content offers with broad appeal to your audience.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

AUGUST 30, 2012

I am just part of your standard drop-off rate. In fact, it makes me, once a potential customer, reconsider if I should even do business with you. However, your marketing performance measurement doesn’t capture my disdain. I am simply one more individual that did not buy. How many more people like me are out there? More than you realize.

ROI 100

ROI Autoresponders Advertising Agencies Correlation 100

Digital B2B Marketing

OCTOBER 4, 2011

Registration Page Results The registration rates for visitors driven by audience targeted media buys were significantly lower than for visitors from targeted industry publications. Open Landing Page Results Audience targeting was very cost effective, driving lower cost per page view and a highly engaged audience.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

APRIL 7, 2011

Click rates live on for a simple reason. Until an alternative performance metric can broadly be measured by those selling advertising space, click rates will remain a fixture. The problem is, click rates hurt brand campaigns. Brand marketers, will you rise above click rate and toss all activity-based measurements aside.

Click Rate 100

Click Rate Demand Generation Agencies B2B Marketing Enterprise Management 100

Digital B2B Marketing

OCTOBER 23, 2012

With their rich audience data, they will be able to sell even more of their inventory at premium rates. With their reputation as a site for reaching a business audience, they will command a premium CPM. In short, LinkedIn now has a publishing and advertising business.

Linkedin 100

Linkedin Cost Per Thousand CPM Business 100

Digital B2B Marketing

SEPTEMBER 10, 2013

Recipients do not expect email from you, giving lists a far lower average response rate than an opt-in list built organically over time. If your goals are broad communication or broad lead generation, lists are likely not your best initial investment.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

MAY 3, 2012

These figures are based on typical rates and performance from programs I have been involved in or have had access to over approximately the last year. Warning: You Cannot Have Both! Nearly all media programs that accomplish both objectives are fundamentally combining both kinds of tactics.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

OCTOBER 4, 2011

The registration rates for visitors driven by audience targeted media buys were significantly lower than for visitors from targeted industry publications. Audience targeting was very cost effective, driving lower cost per page view and a highly engaged audience. Registration Page Results.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

JUNE 4, 2013

Adding direct mail, and dimensional direct mail for specific audiences, is one of the best ways to maximize the overall response rate for an audience. As our email inboxes are getting fuller, our physical inboxes are getting smaller. Telemarketing.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

AUGUST 14, 2012

Expand Customer Communications From increasing renewal rates in customer lifecycle marketing to getting product updates in front of customers, CRM retargeting allows you to deliver a tailored message to your existing customers. Reach Influencers Do you work with analysts, press, investors and others that can help spread your news?

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

NOVEMBER 1, 2011

Consider buying a home: a huge personal decision, but until recent low interest rates and home buying booms, a common rule of thumb was that a mortgage should be no more than 2x your income. They Make Bigger Decisions There is more resting on business decisions than on personal decisions.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

MAY 1, 2012

You are creating great content and your website delivers a great experience with a strong conversion rate. Your initial inbound marketing results are promising, but you need more. Inbound marketing represents a major investment for B2B marketers.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

JUNE 30, 2011

A recent study showed exposure to certain pesticides doubled the rate of melanoma in farmers, and this is just one of many illustrations of the damages of modern agriculture. This diversity stems naturally from being part of the community rather than attempting to be a place the community frequents. Organic Is Good for Everyone.

Social Media 100

Social Media Organization Terms and Conditions Media 100

Digital B2B Marketing

JUNE 29, 2011

But standardizing on metrics that work for everyone will just create another click rate, a metric whose only value is its standardization and that does not represent a meaningful measurement for anyone. Principle #4 – Determine interactivity “metrics that matter” to improve evaluation of branding efforts.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

OCTOBER 15, 2013

Online banner ads are not the most cost effective way to promote your content, with relatively high prices and relatively low response rates versus most of the other options here. Advertising. And there is always advertising.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

DECEMBER 17, 2013

Social: Twitter Click Rates Are Falling. In the last two years, click rates on Twitter have dropped precipitously. The deluge of content has driven click rates down significantly for nearly everyone. Email: Click Rates Are Falling. We need to work harder than ever to reach our audiences. source and source ).

Facebook 100

Facebook Television marketing Brand Identity Branding 100

Digital B2B Marketing

MARCH 4, 2014

For LinkedIn, increased demand will mean increased revenue and potentially higher rates for Sponsored Updates as well. With on-site content, LinkedIn will be able to see comment rates and share rates, quality signals it can’t pick up for off-site content. Create Lots of Audiences. The saga continues to repeat.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

JULY 1, 2013

By moving ads into the main stream, click rates should increase significantly from the 0.025% that has been reported as LinkedIn’s average click rate on CPC ads. Improves Performance.

Cost Per Click 100

Cost Per Click Linkedin Advertisements Advertising 100

Digital B2B Marketing

FEBRUARY 17, 2014

It is better win rates. The cumulative value of a stronger brand is far more than the change in response to a demand generation program. It is more people who come to you, instead of you chasing them. It is a higher bar your competitors must reach.

Advertisements 100

Advertisements Advertising Brand Identity Branding 100

Digital B2B Marketing

JUNE 7, 2012

UX : User Experience Online Marketing Acronyms CTR : Click Through Rate or Click Rate. PPC : Pay Per Click. May refer to paid search or other CPC priced media programs. SMM : Social Media Marketing. Calculated as clicks divided by impressions. CPC : Cost per Click.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

JULY 31, 2013

If you think click rates on banner ads are bad, this should be a wakeup call. Or approximately 0.005% of the available apps. Less than 8 of those applications are actually launched on any given day. The average person is not using 99.999% of apps.

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 100

Digital B2B Marketing

FEBRUARY 5, 2013

If the average email click rate for your industry is 1.1% Applying Industry Benchmarks to Your Business. Industry benchmarks are, by definition, from multiple businesses in different situations and with various practices.

Research 100

Research Advertising Benchmark Blast Campaigns Customer Surveys 100

Digital B2B Marketing

SEPTEMBER 19, 2013

With a rate card investment of $1 million per year plus content, BrandVoice represents a significant investment. Conclusion. Marketers that have embraced a publishing mindset, producing higher quality content at higher frequency, are seeing the best results.

Advertisements 100

Advertisements Advertising Research Distribution 100

Digital B2B Marketing

MAY 5, 2011

With registration rates ranging from 1% to 10%, most of your audience stops when confronted with a registration form. Incorporating lead generation slows the pipeline and limits buyers ability to do their own research. Lead Generation Misses a Significant Portion of Your Audience.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100