To Gate or Not to Gate, That Is the B-to-B Content Marketing Question

Biznology

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. In other words, to gate your content or not to gate. The underlying assumption there is that people buy from companies that they trust—a valid point, to be sure.

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Three barriers to B2B data-driven marketing

Biznology

Ask any business marketer about the importance of data, and you’ll get plenty of good answers. “It’s That’s a good thing, since marketers are under increasing pressure to manage, collect, and make use of data, according to a recent CMO Club/Gartner study. Most B2B marketers really struggle to get their arms around the reality of customer and prospect information. Neither do they invest in the resources, human or otherwise, to manage the data properly.

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Where is B2B data-driven marketing headed?

Biznology

Data drives B2B marketing today, and it’s a fast-evolving arena. New tools, new technologies, and most importantly, new buying behavior among businesses—these changes are accelerating the pace and driving new directions for B2B data-driven marketing. In preparing my new book on the subject—to be published in June of 2015—I had a chance to speak to a variety of brilliant thinkers about where things are headed. The rise of the marketing technologist.

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Case study in data-driven B2B customer acquisition marketing

Biznology

My new book, B2B Data-Driven Marketing: Sources, Uses, Results , is launching in a few weeks. While preparing case studies for book, I had the fun of interviewing a bunch of very smart B2B marketers to learn how they were applying data and analytics to their marketing objectives. One of the most compelling stories came from Doug Sechrist , vice president of demand marketing at Five9 , a cloud contact-center software company based in San Ramon, CA.

What can your B2B data do for you?

Biznology

Data is all the rage in marketing today. Data has been called the “new oil” that fuels marketing today. But B2B marketers still struggle to get their full share of value from data. One reason is that they are missing some important ways to apply the data to marketing problems. So here’s a list of the top applications for business marketers today. Querying and performing “what-ifs” to stimulate marketing ideas and actions.

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6 thorny data problems that Vex B2B marketers, and how to solve them

Biznology

Business-to-business marketers are plagued by data problems. Our legacy databases are not as robust as we need. To shed some light on B2B data problems, Bernice Grossman and I compiled a working list of problems and solutions. Data entered by our sales people ends up as mush in our database. Give them objective rules to follow. Then, develop a very simple process by which reps pass their data to this group. As a marketer, your concern is delivery.

5 Steps to customer data hygiene: it’s not sexy, but it’s essential

Biznology

Are you happy with the quality of the information in your marketing database? A new report from NetProspex confirms: 64% of company records in the database of a typical B2B marketer have no phone number attached. Pretty much eliminates phone as a reliable communications medium, doesn’t it? In fact, Netprospex report concluded that 84% of B2B marketing databases are “barely functional.” Harness customer-facing personnel to update the data.

Beware of dubious data providers: a 9-point checklist

Biznology

Are you hounded by email pitches offering access to all kinds of prospective business targets? As a B2B marketer, I am always interested in new customer data sources, so I feel compelled to at least give them a listen. So, over time, I have come up with a 9-point assessment strategy to help marketers determine the likely legitimacy of a potential vendor, using approaches that can be replicated by anyone, at arm’s length. (Photo credit: Tim Morgan).

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B2B prospecting data just keeps getting better

Biznology

The most reliable and scalable approach to finding new B2B customers is outbound communications–whether one is using mail, phone, or email, or using rented or purchased lists. B2B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size, and job role/title. In fact, you might say that business marketers now have access to prospecting data as rich and varied as that available in consumer markets.

New Response Databases - Valuable Resource for B2B Marketers?

Pointclear

Today we're honored to have guest blogger Ruth Stevens share her thoughts on database marketing. Business marketers are always suspicious of the data they are getting from list and data companies, whether its prospecting lists or data elements purchased for “append,” to fill in gaps. Marketers might ask, “Am I getting all the mid-sized law firms in the greater Chicago area?