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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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, […]. The post Persona-Based Marketing: Getting Started appeared first on Sales Lead Insights.

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

Marketing Automation Simplified [Slide Deck]


by Eloqua | Tweet this Looking for more information about marketing automation, but afraid to ask? Calm your marketing chaos! Check out our new slide deck presentation via SlideShare (also embedded below) for tips on how marketing automation can help your team work smarter, not harder! Marketing Automation Simplified from Eloqua. Marketing Automation Simplified [Slide Deck] is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing.

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.

Rock Content Case Study: How to Generate More Than 700 Leads Per Month Without Spending on Ads


Many companies still believe that Digital Marketing is all about ad campaigns and social media. Our experience in the company has shown us that Digital Marketing possibilities are endless and that, with a solid Content Marketing strategy, not being able to invest in ads is irrelevant.

4 Ways to Improve Your Online Marketing Funnel


He is focused on providing marketers the tools to justify their marketing spend by understanding the customer journey from online to offline channels. Inbound marketing, especially for B2B companies, is difficult to get right. With so many online social outlets, content strategies, and performance metrics, knowing where to begin is a significant challenge. It is important to get the basics right. Tracking Your Leads.

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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.

How To Improve Conversion From Suspect To Advocacy: Tips Along The Journey


While it can seem like a challenge to “keep up” with your target audience as a result, you can glean a lot of critical benefits by leveraging process-oriented approaches to data management. Sales and marketing alignment encompasses many things, but perhaps one of the most vital benefits of tightly integrated operations is turning the united front of engagements into improved experiences and enhanced conversions. Respond to observed trends in a timely manner.

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.

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?

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.

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.

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.

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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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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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.

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.”.

Chart: The Holidays are Hot for B2B


by Jesse Noyes | Tweet this Think B2C has the corner on holiday marketing? 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. Accordingly, potential customers check out the businesses’ web properties in larger numbers. Prospects are taking the time during this hectic season to educate themselves about B2B products and services.

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6 Burning Questions about 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. I’ve assembled some of the most frequently asked questions and and used what we’ve learned to address them. Is this tactic effective or should we stick to outside social media communities?

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?

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.

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. Welcome to the club.

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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.

3 Cool Lead Nurturing Programs You’re Not Running


by Jennifer Talcott | Tweet this I’ve been in the marketing automation community for about 7 years. In that time, I’ve seen lead nurturing go from “nice to have” to a hard-set business requirement for major, fast-growing businesses. While there’s something to be said for the standard use case meant to educate prospects, lead nurturing can do so much more. The “Introduction to Sales” Nurturing.

[Chart] How Dynamic Content Drives More Visits


by Egan Cheung | Tweet this A few weeks ago, we looked at how the right type of personalization in your email subject line can lift open rates by up to 10%. Personalization usually means sticking in some piece of static information you know about the lead you are nurturing, like “Open Me, I know you are a CEO!&#. Do you want the weekly chart delivered straight to your inbox?

8 Technologies Marketers Should be Thankful For


But for b2b marketers, there are probably some technologies they should be thankful for as well. So as you get ready to carve the turkey and pass the mashed potatoes, we outline 8 technologies marketers are grateful to have in their arsenal. But those in b2b marketing and sales have hundreds, thousands or even millions of contacts in their databases. Thankfully there are web and mobile apps to marry all these functions into one device.

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.

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? What got their interest, and that will apply to the score.

How to do Post-Event Sales Enablement


by Amy Bills | Tweet this Event marketing has taken its bruises. It generates urgency and excitement and because the importance face-to-face contact isn’t going away. Want to avoid your trade show budget becoming a victim of cuts? If your goal is lead generation, invest some time in planning how you’ll help Sales engage leads after your event. Here I outline some sales enablement basics everyone working in event marketing should know.

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Book Review: “Successful Selling” by Matt Heinz


by Chad Horenfeldt | Tweet this As someone who engages daily with b2b marketers looking to drive alignment between sales and marketing , there are plenty of books, podcasts and blogs out there full of platitudes but short on practical advice. That’s why Matt Heinz’s Successful Selling: How to Attract, Manage, Close and Keep More Business in a Buyer-Centric World stands out. It reads like a guidebook to daily tasks.

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3 Types of Content that Can Bring In More Leads


by Jesse Noyes | Tweet this Today’s guest post comes courtesy of Seth Lieberman, CEO of SnapApp , a marketing platform used by companies to easily create interactive content to generate leads and drive revenue across the web, mobile, social and email. It’s not enough to just create content anymore. To really stand out, content needs to be dynamic, interactive, and timely. First you engage, then convince, and finally you can drive leads.

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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 Create the Ultimate Marketing Funnel (Templates Included)

Single Grain

Before reading on, check out this short video we made called How to Make a Sales Funnel that Converts Loyal Customers which shows you how to create an e-mail sales funnel in an automated sequence: If you want your business’ sales process to run as efficiently as possible, you absolutely must get your marketing funnel – the process of converting a visitor or browser into a paying customer – right. What Is a Marketing Funnel? Marketing Funnel Metrics.