Why CMOs Should Stop Being Addicted to Pay-per-Click Ads

Buzz Marketing for Technology

Posted in Advertising Behavioral Targeting Conversion Optimization Customer Experience Interactive Marketing Lead Generation Online Advertising Online Testing Testing. Back in 2001, when Google AdWords was just launched, I remember the day that my first pay-per-click (PPC) campaign yielded the first batch of leads for the company I was working for. In all, this tactic generated 42 leads, and a significant portion was even qualified.

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Is Your Organization Likeable? Are You Attracting the Right Buyers?

Tony Zambito

Since, this phrase has been used to help explain attraction-based theories and concepts in many areas of the social sciences throughout the 20th century and now into the 21st century. While there is much focus given to demand generation, content marketing, lead generation, lead management, and opportunity pipeline management, recent significant changes in buyer behaviors calls for serious examinations of whether organizations are attracting the right buyers.


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7 Resolutions B2B Marketers Shouldn’t Make


by Jesse Noyes | Tweet this Every New Years many of us choose to draw up a number of resolutions: areas of our life and work where will improve or kick old habits. B2B marketers are no different. But while improving your marketing efforts is a laudable and necessary goal, some resolutions can lead you down a bad road when not completely thought out. Today, we spotlight 7 wholesale New Years resolutions your marketing team should avoid. Attract leads?

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Chart: The Holidays are Hot for B2B


by Jesse Noyes | Tweet this Think B2C has the corner on holiday marketing? It makes sense that B2C companies push out more emails and see greater page views during the holiday season than their B2B counterparts. Data pulled from Eloqua shows that B2C companies deploy substantially more emails during the holiday season – a 28% jump in November and December compared to August and September. What’s surprising is just how much action B2B companies see around the holidays.

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Nutritious and Delicious: Eloqua’s Grande Guide to B2B Content Marketing


by Joe Chernov | Tweet this Content marketing is the tendon that connects social media muscle to the lead generation bone. Without healthy diet of fresh content, a company’s entire marketing program will never perform at its best. Fortunately, three of the industry’s fittest content marketing experts – Joe Pulizzi, CC Chapman and Ann Handley – helped me cook up today’s Grande Guide to B2B Content Marketing , a resource we hope will be delicious and nutritious.

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6 Burning Questions about Social Media for B2B


by Rob Bois | Tweet this I’ve been involved in a number of webinars and round tables recently on the topic of social media for B2B. As it turns out, we’re still fairly early on the adoption of social among B2B firms, but with our recent introduction of the Eloqua Social Suite , we have been lucky enough to work with some of the leading edge B2B firms breaking new ground. Q: In some cases, B2B’s develop their own social platforms.

Persona-Based Marketing: Getting Started

Sales Lead Insights

Persona-based marketing goes beyond simple demographic data Persona-based marketing describes who a prospect or customer is, by also answering questions about their behavior such as: what keeps this person awake at night? How does she like to be sold to? This concept can help you, as a business-to-business marketer, […]. B2B marketing Relationship marketing lead generation marketing personas

B2B SEO: How to Rank Your Business Website Higher in Search

Single Grain

What is B2B search engine optimization? B2B SEO refers to getting your business site ranked higher in the SERPs in order to drive more traffic and sales to you. 70% of B2B search queries are made on smartphones. Difference Between B2B SEO and B2C SEO.

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B2B Marketing: Buyer Understanding to Become Top Priority

KEO Marketing

A new survey shows that business-to-business marketers foresee a return to a customer-centric approach on the horizon. The report entitled The New Architecture of Marketing Talent , recently released by ITSMA, included some interesting findings of a survey of B2B marketers worldwide. Instead, the marketers surveyed cited brand and positioning as their top responsibility currently, followed by lead generation and brand communications.

How to Marry Digital and Human-Touch B2B Marketing


by contributor | Tweet this Editor’s Note: Jeff Kalter is CEO of 3D2B , a global business-to-business telemarketing company that bridges the divide between marketing and sales. He leads customer acquisition programs for Fortune 500 companies, and is passionate about building strong business relationships through professional phone conversations. Online Marketing: Bait for Leads. But it’s not an all-embracing marketing strategy.

How do B2B and B2C Marketing Funnels Differ?

The Lead Agency

The marketing funnel is a representation of the customer/buyer journey, from a sales/marketing perspective. Its visualisation extends from the initial ‘awareness’ stage, where they first learn about your business/product, all the way through to purchase. B2B Marketing

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Does Automation Impact Lead Conversion Rates? [CHART]


by Paul Teshima | Tweet this We have been tracking lead conversion rates from campaigns for the past 3 years, and when we did an analysis to compare campaigns with automation , to those without, we were not surprised to see that automated campaigns on average have a >200% higher conversion rate. Time has become one of the most important ways to personalize your message. Automate your campaigns, so they can respond in real-time to your buyer’s actions.

Difference Between B2B and B2C Marketing Automation

Stevens & Tate

Marketing automation offers a company the chance to centralize most of its marketing activities into a single software platform and to automate it to an extent. This centralization appeals to both B2B (business to business) and B2C (business to consumer) companies.

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Email Marketing Benchmarks By Industry [CHART]


by Egan Cheung | Tweet this Right before we said good-bye to 2012, we had a look at email effectiveness metrics by region to see if there was any indication that North America, Europe, or Asia Pacific email response metrics are significantly different. We found that Marketers in the Pacific Rim were generally seeing preferable results over their Western hemisphere counterparts.

LinkedIn Groups Serve as Valuable B2B Marketing Tool

KEO Marketing

We have discussed the benefits and tools LinkedIn can offer to business-to-business marketers here numerous times in the past, particularly in light of the platform’s recent emphasis on the B2B sector. But one very useful LinkedIn tool that is often overlooked by marketers is LinkedIn Groups. Participating in LinkedIn groups is a great way to increase visibility and interact with colleagues in your field, as well as potential customers.

Which channels work for B2B lead generation?

Integrated B2B

Choosing which channels to bet on is something that, quite literally, keeps many marketing and communication professionals awake at night. US-based Software Advice, an online software broker with access to thousands of B2B buyers around the world, has recently published its annual B2B Demand Generation Benchmark report. With email marketing campaigns, for example, B2B marketers in industrial sectors are still just scratching the surface of what’s possible.

B2B Lead Generation Using a Business Blog

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Lead Generation Using a Business Blog by Achinta Mitra on September 20, 2010 in B2B Lead Generation , Industrial Marketing Blog In B2B lead generation, quantity versus quality is probably the biggest challenge faced by industrial marketers. They want better qualified and sales-ready leads.

4 Reasons No One Likes Your Email Campaigns


Whatever the case, you definitely don’t want to feel remorseful about your email marketing vendor. There are four common reasons why you may be experiencing roadblocks and some email marketing tips to combat them. Your prospective audience needs to feel they have a question or a problem, and that your call-to-action will help solve it. If you have a really bad track record of paying bills, you probably aren’t going to get approved for a new one.

5 Surprising Uses for Marketing Automation


by Christina Pappas | Tweet this What’s the first thing that springs to mind when you hear the words ‘ marketing automation ’? For me, it’s email campaigns, lead nurturing, lead scoring, lead generation and lead management. But there are so many other ways to get more out of your marketing automation investment, from smoothing out the recruiting process to pushing real-time info to sales.

What is Social Demand Generation?


Marketers have long been used to drawing up plans. But as social media has gone from the beta test to a part of everyday life , sticking to a detailed marketing plan has become virtually impossible. It’s a bit like arranging your home while driving the moving van: you can try to put all the pieces in place, but you can’t predict the bumps and curves in the road. It serves as an on-ramp to social media for demand marketers.

The Marketing Skills Gap is Very Real


by Christina Pappas | Tweet this Marketing might be in my blood. My father was a marketer before me, back in the 80’s and 90’s on the cusp of the personal computer and the birth of the Internet. But fast-forward 10, 15 years and those same marketers we’re now trying to figure out SEO strategy, adopting marketing automation to track buyer behavior and deliver timely content, and parsing social media for lead generation opportunities.

Are You Over Analyzing Your Lead Scoring? [CHART]


by Andrew Stanbridge | Tweet this Lead Scoring is becoming an industry standard for ensuring marketing and sales agree on what qualifies as a lead. Taking agreed upon profile and engagement criteria for qualified leads, you can input this information into lead scoring, which helps you understand a buyer’s decision-making status within the context of how engaged that buyer is with your marketing efforts. Are You Over Analyzing Your Lead Scoring?

How Many Lead Nurturing Campaigns Should You Run? [CHART]


by Egan Cheung | Tweet this Lead nurturing is a type of automation focused on leads who are not yet ready to buy. A successful lead nurturing campaign delivers content of sufficient value to your leads that you establish brand preference long before a purchase decision is made. A best practices question around lead nurturing I have often heard is whether or not you can overdo it? How Many Lead Nurturing Campaigns Should You Run?

4 Lead Nurturing Campaigns to Run After the Sales Cycle


by Dan Pecoraro | Tweet this We often talk about lead nurturing campaigns as if they are monolithic. Some you might not have occurred to you. Here are a few different types you might find after the sales cycle has come to a conclusion. With lead nurturing you can focus the customer’s attention on the competitor’s weaknesses and set high standards for their satisfaction. For this group, time your campaign to start just before the new fiscal year begins.

What Marketers Need to Deliver the Right Product, Right Place & Right Time


by Sylvia Jensen | Tweet this Back in school we thought we learned everything about marketing. It doesn’t take long in the real world to learn that even the 4 P’s could use some updating. But each element has changed, thanks to the digital revolution, here’s what we think it means now. Thanks to tracking and reporting tools, product marketing is no guessing game. The more you understand why your customers buy, the better equipped you are to sell.

10 Tips for Building B2B Marketing Campaigns


Over the years B2B marketing strategies have changing, in part because of the superfluous volumes of data being generated & employed by the business in their decision-making process & in part because of the evolution in the researching habits of the prospects. Building B2B marketing campaigns is all about having proper strategies in place which can be effectively split-tested, quantified & optimized from time to time. B2B Marketing


5 Really Good Reasons LinkedIn Bought SlideShare


LinkedIn has decided to purchase SlideShare for $119 million in cash and stock. Or what I like to call, the backbone of buying and selling these days. It’s Like Pinterest for Business. We’re all hearing about Pinterest lately, the visually sticky social network for sharing your favorite links to things like wedding plans, Etsy projects and, yes, even content marketing. What makes Pinterest compelling is the way it strips sharing down to visuals.

The Signs of an Olympian Level Marketing Team


by Jesse Noyes | Tweet this Are you one of the millions glued to your TV , watching match after match during the Olympics? There are obvious reasons to love the Olympics. The best athletes gather in some corner of the world to compete. Most marketers will probably never battle it out at the Olympics. But plenty know what it’s like to go head-to-head against the competition. Here are four elements of an Olympic level marketing team.

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Industrial and B2B Customer Engagement Simplified

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Industrial and B2B Customer Engagement Simplified by Achinta Mitra on August 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing , Social Media Marketing More and more industrial and B2B marketers now view customer engagement as the key to driving incremental sales and revenues.

Why Lead Scoring is the New Opportunity Stage


By the time a potential buyer is talking to you, she has probably done plenty of research and might even be leaning towards a particular vendor. Whether you’re “the one” or just column fodder depends on whether you’re able to get real answers to questions like, “What’s your budget?” If you can’t get honest answers, how do you know where to put a lead in the pipeline? That’s where lead scoring comes in.

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website How Relevant Marketing Content Helps B2B Branding by Achinta Mitra on June 29, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies , Integrated Industrial Marketing Branding is usually not a popular topic in B2B marketing, especially in the industrial sector.

How Dreamforce Boosts Lead Generation [CHART]


by Paul Teshima | Tweet this Dreamforce 2012 is just about to kick off this week, and it promises to be the biggest cloud event ever. With many of our customers using salesforce.com AND also an increasing number of marketers attending, we thought it would be great to see what “effect” Dreamforce had on our customers on lead generation over the past few years. Automated lead nurturing anyone?

How Sage Does Social Demand Generation


by Jesse Noyes | Tweet this When it comes to social media plenty of companies like it, want it, can’t get enough it. But many demand generation marketers don’t know what to make of it. Sage , a global provider of business management software and services however, has made social a key part of its demand activity. Best of all, they are actually engaging and generating leads through social. In the beginning you really have to start out with a plan.”.

Connecting the Dots Between Social Media & Demand Generation


by Jesse Noyes | Tweet this Today’s blog post comes courtesy of Carmen Hill, of Babcock & Jenkins, an Eloqua partner and B2B marketing integrated agency focused on demand generation and pipeline acceleration. She’s also a contributor the Grande Guide to Social Demand Generation. Too often, different marketing functions operate in their own little silos—demand generation isn’t supposed to play on the social playground and vice versa.

The What, Who and Why of Lead Scoring [Video]


by Jesse Noyes | Tweet this If you work in B2B marketing, there’s a good chance you’ve heard about lead scoring. But maybe you’re wondering what exactly lead scoring means, who are the types of companies using it and why you should do the same. Luckily, we caught up Brian Carroll , Executive Director of MECLABS , to get the answers. Click here to view the embedded video. What is lead scoring? Who is using lead scoring?

Do Marketing Awards Matter? [CHART]


Eloqua Experience is a little over a month away and with it comes the 2012 Markie Awards ceremony honoring excellence in marketing. Over 200 entrants will vie for one of 20 awards in such categories as Best Lead Nurturing Program, Fastest Time to Value, Most Creative Marketing Campaign and Rookie of the Year. If you have followed the Markie’s in the past you will know that despite being extremely competitive, it’s no secret how to win.

Focus on Content in B2B Marketing

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Focus on Content in B2B Marketing by Achinta Mitra on April 26, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies , Social Media Marketing Lately all the talk in B2B marketing has centered on social media.