Biznology

JULY 5, 2012

Every time you turn around, a new “performance marketing” opportunity turns up for B-to-B marketers. There are scads of ways performance marketing is being applied across the B-to-B go-to-market spectrum. Photo credit: Wikipedia. What a treasure trove! But there are some potholes to consider. Pay per appointment.

B to B 80

B to B Marketing Prospects Advertising Agencies Work Management 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. So that’s my argument for gating content in B-to-B marketing.

B to B 80

B to B RFP Sales Qualified Leads Lead Ranking 80

Biznology

MARCH 26, 2012

The secret is coming up with an offer that attracts qualified prospects, to maintain conversion rates—instead of bringing in tire-kickers who are only interested in getting a quick deal, and won’t actually buy. Examples include a free case study, research report, or white paper. Qualifies beautifully.

Search Marketing 80

Search Marketing B to B Marketing Management Adwords 80

Biznology

MAY 31, 2012

So, that white paper or that case study that customers are dying to see? If you miss out on enough extra traffic, you’d need to get a very high conversion rate on those leads for gating to work out to more conversions. But it seems like a good enough name. Show us some ID first. If not, leave things as they were.

Conversion Rate 80

Conversion Rate B2B Content Sales Qualified Leads 80

The ROI Guy

NOVEMBER 29, 2010

For example, this could include methodologies, presentations, white papers and assessment tools to help sales professionals identify and illuminate buyer issues, benchmark buyers versus competitors and best practice leaders, and create / drive solution roadmaps to help resolve the most pressing customer issues.

Peer-to-peer 40

Peer-to-peer Marketing Automation Services Spending Marketing Budget 40

Anything Goes Marketing

NOVEMBER 16, 2008

During my research, I stumbled upon a great article by the Canadian Marketing Blog called " 2009 B-to-B Demand Creation Trends " eh (Canadian joke). Use social media techniques such as Twitter and YouTube to maximize the effect of your webinars, videos and white papers. Create marketing campaigns that can be reused.

Lead Ranking 100

Lead Ranking Top of Funnel RSS Lead Nurturing 100

Paul Gillin

JUNE 24, 2010

The VP of marketing communications at SAP was recently asked by B-to-B magazine how she is measuring ROI on marketing efforts. First, we’ll compare the ROI of webcasts to white papers. What is the conversion rate of webcast viewers versus people who download a white paper? White paper. Defining ROI.

ROI 50

ROI Paid Content Social Marketing Webcast 50