Digital B2B Marketing

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How We Systematically Overvalue Content Consumption

Digital B2B Marketing

We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. No, a fluffy blog post view shouldn’t change someone’s lead score. Content content marketing lead scoring measurement

6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

You need to generate leads, right? The B2B lead generation landscape has changed tremendously in the last decade. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch. The B2B Lead Generation List.

B2B Lead Generation: Publisher Programs

Digital B2B Marketing

Need leads? The more targeting you need, the more expensive those leads become. Over a series of three articles on B2B lead generation, we will look at types of programs or providers, how to measure the success of programs and things you can do to improve the results from your programs.

The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

Yet this is exactly how most B2B marketers approach lead generation today! You don’t care about the number of leads your sales team has. Instead you care about the number of marketing sourced leads. The Lead Generation Opportunity Gap.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

5 2015 Predictions Only a B2B Marketer Would Care About

Digital B2B Marketing

Predictive marketing is already a hot space, but it hasn’t hit its mainstream stride yet as a solution for B2B marketers to segment and prioritize leads for marketing and sales. If your marketing can’t deliver traffic, it can’t deliver leads and sales.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

Particularly with “lead guarantee” programs, where a publisher contracts to provide a certain number of contacts meeting specific criteria, marketers fall into the trap of believing their content isn’t critical. Media advertising lead generation mistakes toby hudson

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Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

You have a lead generation program. As you do a better job of reaching the right people, the percentage of contacts that become marketing qualified leads will increase. See the SiriusDecisions waterfall for a useful model of various lead stages.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

B2B Marketing’s Measurement Problem

Digital B2B Marketing

It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? Beyond cold, these leads may frozen solid. Demand Generation Measurement lead generation Salesforce

9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

Unfortunately much of it reflects zero thought and leads no where. Depending on the definition, the cost of a lead may be 50 cents or $1,500. If you are talking about leads and lead generation, setting the definition is critical.

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Digital Marketing’s Massive Measurement Lies

Digital B2B Marketing

Like view-through reporting, marketing influenced revenue, sales or leads counts who your marketing had the chance to reach, without any indication that your marketing made a difference in the outcome.

There Is No Vending Machine For Marketing Qualified Leads

Digital B2B Marketing

If you talk to a publisher or lead generation firm, it would seem leads have become a commodity. Nearly every B2B publisher offers lead generation under a broader heading of demand generation. How many leads do you need and when do you need them by?

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

A New Way To Connect Twitter To Lead Generation

Digital B2B Marketing

B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. Here is a better way, along with actual results, that companies can use to drive leads through social media.

Banners Don’t Drive Leads in B2B Marketing

Digital B2B Marketing

If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Banners don’t drive leads. B2B Banner Lead Generation Results.

The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Following the lead of Forbes and others, many B2B trade publications are rolling out their own native publishing programs. Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. And they’re right.

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

sales, marketing, demand discovery/generation, social media, lead gen, painter, golfer. As a B2B marketer, it is easy to find people to follow on Twitter, right? Big names in B2B marketing, content marketing and social media seem to be everywhere.

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

A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

You have been asked to develop a campaign to establish your company as a thought leader and become one of the leading voices within your industry. Situation: Your B2B company is not seen as a thought leader in your industry.

B2B Marketers Are Turning Away Prospects

Digital B2B Marketing

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online.

Three Reasons Content Curation is Overrated

Digital B2B Marketing

B2B marketers are looking for a shortcut to thought leadership , but the shortcut many are taking lead somewhere else completely. According to a recent report on eMarketer , 85% of marketers curate content in order to establish thought leadership!

5 Steps To Improve B2B Lead Generation Program Results

Digital B2B Marketing

You are easily spending thousands on lead generation media programs each month. You have carefully chosen your partners, negotiated an effective cost per lead and are diligently measuring your results. The content you should use depends on how the lead generation program is structured.

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

The Thin Line Between Social Media Marketing and Spam

Digital B2B Marketing

With more people publishing and more competition for our attention, free and easy-to-use communication channels lead to spam. You can share. You can publish. You can broadcast. You can spam. Today, communication is more accessible than ever before.

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7 Characteristics of Tomorrow’s Best B2B Marketers

Digital B2B Marketing

If you are looking for another article that lists search, social media, persona development or lead management, this is not it. Those are skills that can easily be learned by the right person.

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A New Definition for Inbound Marketing

Digital B2B Marketing

The Solution: A New Definition of Inbound Marketing Michael Brenner ( @brennermichael ) took it a step farther when he labeled a marketer’s percentage of leads from inbound marketing as “ a proxy for customer satisfaction with marketing.

B2B Marketers Are Begging For Bad Data

Digital B2B Marketing

Inaccurate contact information is one of the reasons the traditional approach to enterprise B2B lead generation is on its last legs and needs to be reimagined. Demand Generation Research DemandGen Reports janrain lead generation registration Stats techtarget

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B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

Pinterest: Who Pins Your Content & How Much Traffic Do They Drive

Digital B2B Marketing

Here are a few things to note when searching for your pins on Pinterest: Pinterest ignores the leading www in a domain name. The latest report shows Pinterest now drives more traffic than Twitter.

6 B2B Marketing Mistakes That Are Easy To Make

Digital B2B Marketing

Sales needs leads in order to deliver revenue. So you focus on delivering leads and ensuring sales has what they need to close. The hardest mistakes to avoid are the ones that don’t look like mistakes at all.

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Looking Beyond Sales and Marketing Alignment

Digital B2B Marketing

In many B2B marketing organizations, marketing is expected to deliver leads and sales is expected to close. In his article, Adam makes the case for focusing on revenue qualified leads , removing SQLs and MQLs to create a single definition of qualified leads across the organization.

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Advertising, Big Data, and Google’s Moves To Own It All

Digital B2B Marketing

Here are my predictions: Google will follow Firefox’s lead and not allow pages to set third party cookies. Google just made two major announcements. Long-term, these could change the face of online marketing and advertising for almost every company.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

One change that dramatically improved B2B marketing results

Digital B2B Marketing

Disclosure: I buy or recommend clients buy lead generation programs or data services from Madison Logic at times. You can’t rely on your own data. Your prospects spend the vast majority of their time doing everything except opening your emails, visiting your site or viewing your content.

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The Dark Future of Native Advertising

Digital B2B Marketing

It will lead to a degradation of media brands, an influx of low quality content and ultimately the loss of many of the benefits that made native publishing attractive in the first place. Hubspot gets more than 1 million visitors a month to their site and nearly 750,000 leads a year.

7 Nurture Programs You Need To Have

Digital B2B Marketing

Your primary goal is to increase engagement, raise lead scores and pass a more active “lead” to sales as quickly as possible. What happens when a lead passed from marketing isn’t accepted or qualified by sales?

Three Key Requirements of Agile Marketing

Digital B2B Marketing

Oh, and if you have a lead on small acreage west of Portland, Oregon that isn’t publicly on the market yet, do let me know! Are you ready to be an agile marketer? Are you ready to respond to a reality that is changing, in unexpected ways, around you?

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