8 Questions to Help You Decide if Your Content is Good Enough
APRIL 19, 2017
The best demand generation campaigns start with content that your prospects want. In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons.
An Email is Not a Campaign: the Case for Integrated Marketing
FEBRUARY 16, 2017
But executing campaigns – and lead generation channels – in this manner not only robs them of their potential, it’s also a very expensive way to generate leads.
5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads
MARCH 29, 2017
Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. Maybe demand generation isn’t broken.
The Demise of the White Paper is Greatly Exaggerated
FEBRUARY 28, 2017
A simple explanation is that marketers love the new and different and bright and shiny, and nothing generates views and shares more than telling marketers that everything they’re doing is old-fashioned and outdated and well, deceased.
7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic
JANUARY 24, 2017
Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy.
[Infographic] 10 Ways to Generate More Leads from Your Business Blog
JANUARY 21, 2016
Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI. If you’ve got the content nailed, turning your blog into a demand generation machine may require little more than a few simple changes.
10 Ways to Generate More Leads from Your Business Blog
SEPTEMBER 23, 2015
Here are 10 proven ways to generate more leads from your blog. Create a separate demand generation blog. Let the PR team run the corporate blog, and create a separate blog, with a more industry trends/thought leadership editorial bent, that’s optimized for lead generation.
Which Content, Tactics & Technologies Are Driving Demand Generation ROI?
SEPTEMBER 15, 2015
More than 200 marketing VPs, directors and managers responded to the survey, which asked respondents to identify the crucial factors in driving demand generation ROI. The post Which Content, Tactics & Technologies Are Driving Demand Generation ROI?
Is B2B Lead Generation Really This Difficult?
AUGUST 20, 2015
Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. The post Is B2B Lead Generation Really This Difficult?
Which Comes First: Lead Nurturing or Inside Sales?
NOVEMBER 22, 2016
But where lead nurturing often has the most impact – on conversion rates, funnel velocity, and demand generation ROI – isn’t mid-funnel, but rather immediately when a lead enters the system.
Infographic: Top 10 Reasons to Hire a Full-Service Demand Generation Agency
MARCH 24, 2015
But in the right situation, especially given the complexity of today’s modern marketing, the right agency partner can be the key to your company making the most of your demand generation investments.
3 Problems You Need to Solve Before You Buy New Marketing Technology
OCTOBER 25, 2016
The result is gross inefficiency and a waste of demand generation dollars. An effective lead response process at the very top of the lead funnel – a process that combines telemarketing AND automated email response – can improve conversion rates , and demand generation ROI, significantly.
Why B2B Content Strategies Are Paramount for Generating Quality Leads
Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful
5 Ways to Expand Lead Nurturing Beyond the Inbox
JUNE 8, 2016
However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient.
Infographic: 8 Ways to Get B2B Demand Gen Back on Track
OCTOBER 20, 2015
Asked to name the two primary barriers to demand generation success, B2B marketers named 1) lack of budget and 2) lack of resources. Nonetheless, there are some interesting lessons to be drawn from the survey, which generated response from more than 200 marketing VPs, directors and managers.
Infographic: 17 Tips for Generating Leads from Social PPC Advertising
DECEMBER 23, 2014
Looking to include social media advertising as part of your demand generation mix in the new year? Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter.
How Do We Find People Who Are Ready to Buy Our Product?
JULY 27, 2016
A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content.
8 Ways to Create More Effective Lead Generation Programs
Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust
Infographic: 29 Tips to Improve B2B Email Campaign Performance
SEPTEMBER 3, 2014
B2B Marketing Demand Generation E-mail email design email marketing Graphic Design B2B email marketing email copywriting tips email deliverability email design tips email marketing best practices email marketing tips
7 Steps to a Successful Account-Based Marketing (ABM) Strategy
NOVEMBER 20, 2015
But as part of an integrated, cohesive demand generation mix, one that blends both inbound and outbound tactics, ABM can play a key role in driving opportunities at high-value accounts.
Top 10 Demand Generation Resolutions for 2014
JANUARY 6, 2014
It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way.
Report: Trade Shows Generate Highest Quantity & Quality of Leads
NOVEMBER 14, 2014
Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. Again, this conclusion is based on more respondents naming demo offers as generating quality leads compared to other channels.
How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel
Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all
ABM & the Marketing Hype Cycle
MARCH 15, 2016
Account-Based Marketing B2B Marketing Campaign Strategy Demand Generation lead generation Marketing Automation Marketing Technology ABM Account Based Marketing Content marketing engagio inbound marketing marketing hype marketing technology martech predictive analytics programmatic advertising
Video Tech Company Leverages SEM to Drive Enterprise Leads
NOVEMBER 10, 2016
Though that pilot campaign didn’t yield any conversions, the company felt reasonably confident that, with the proper guidance and management, SEM could be a viable demand generation engine for the enterprise business. More importantly, the campaign started to generate real business results.
4 Key Takeaways from the 2015 SiriusDecisions Summit
MAY 16, 2015
Amongst the usual parade of waterfalls, models, and frameworks (all SiriusDecisions’ stock in trade) were some consistent themes highlighting the direction that B2B demand generation – or demand creation, as our hosts would have it – is evolving in 2015: 1.
Forrester thinks Content Marketing Isn’t Working – They’re Half Right
JULY 18, 2014
And more still, I would guess, probably feel that their content campaigns are “working” (generating response, engagement, sales leads) but perhaps aren’t yet convinced of bottom line value.
Quit Obsessing About the Customer Journey
AUGUST 11, 2015
I write all this because in talking to demand generation marketers most days, it’s clear that the marketing powers-that-be have collectively drunk the customer journey Kool-Aid.
Report: Targeting & Predictive Analytics Driving Changes in B2B Email
APRIL 6, 2016
The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing.
A Simple 2-Step Technique for Improving Lead Follow Up
JULY 14, 2015
In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. I discuss that technique (and the results it generated for one client) here.
Why Are People Not Engaging With Our Content?
FEBRUARY 18, 2016
According to a recent report, “ The Content Marketing Paradox ,” content marketing output increased by 35 percent in 2015, while engagement dropped 17 percent.
Does Creative Still Matter in B2B Marketing?
MAY 11, 2015
However, I’m also concerned that, as marketers, in our haste to throw off our reputation as a bunch of do-nothing artists, we run the risk of relinquishing a creative legacy that still has an important role to play, in demand generation , and in marketing as a whole.
B2B Copywriting: 5 Common Terms & Phrases to Avoid
DECEMBER 15, 2015
Submit” is a marketing term best resigned to campaign plans and performance reports (as in: “the campaign generated 53 form submits”.)
A Follow-Up Strategy for Content Syndication Leads
AUGUST 25, 2015
It’s important to recognize that content syndication leads are not like most sales leads.
9 Proven Ways to Increase Webinar Response
MARCH 25, 2016
Use SEM to generate incremental leads outside of your target list. Let’s face it: most business inboxes get flooded every day with Webinar invitations.