B2B Marketing, Digital Media and Marketing Strategy
Native advertising has been one of the hottest advertising topics of 2013. According to a recent survey, the majority of publishers now offer or plan to offer native advertising programs.
Two months ago, I examined the performance of more than 300 BrandVoice articles on Forbes, one of the most established native publishing platforms for B2B marketers.
One of the key reasons, however, is the surprising part. Google. [Read more…]
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.
But you are still leaving money on the table. You can increase the value you get by changing how you run each of your programs.
From content to process to branding, here are five steps you can take to improve the results from your publisher lead generation programs. [Read more…]
Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute.
However, sales cycles are long. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue. And you can’t afford to wait that long to optimize your investment and show results.
The first article in this series on publisher lead generation programs looked at the cost of lead generation programs. Here we will look at how to measure and optimize your program effectively in the face of long sales cycles. [Read more…]
![B2B Lead Generation Cost [Infographic Thumbnail]](https://b2bdigital.net/wp-content/uploads/2013/11/B2B-Lead-Generation-Cost-Thumbnail-300x282.jpg)
Need leads? It will cost you. Between $35 and $65 per registration according to statistics recently published by Madison Logic. And that is if you are just targeting a broad function, like “marketing” or “technology.”
Do you want a specific industry? Level of seniority? Geography? The more targeting you need, the more expensive those leads become. That’s a safe rule of thumb, and the data from Madison Logic bears it out (stats in the infographic below).
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 publisher lead generation programs and things you can do to improve the results from your programs. [Read more…]
Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. And they’re right.
Marketers are slaving over content today, but almost no one sees that content.
Optimizing your content for search and distributing it through your own social and email channels is just the starting place. For most B2B marketers, it isn’t nearly enough. [Read more…]
Google just made two major announcements. Long-term, these could change the face of online marketing and advertising for almost every company. But before we look at how they are related, two background points are key.
1. When it comes to online advertising revenue, no one is bigger than Google. Not even Facebook comes close.
2. Online advertising companies that use big data in advertising are today’s market darlings. RocketFuel’s successful IPO last week underlines the value the market is putting on these companies.
Google wants to be both. [Read more…]
Native advertising, and more specifically native content publishing, is hot.
Nearly every major publisher already has a program or is working on one. It shouldn’t be a surprise, as marketers increasingly turn to content, publishers need to offer solutions to promote and distribute that content.
For B2B marketers, the Forbes BrandVoice program is one of the original and most established programs. BrandVoice marketers are able to publish directly on Forbes, presumably gaining access to an audience far larger and more valuable than what they could reach on their own.
But do native advertising programs that let marketers publish directly on a media property distribute content effectively? Do they really get the benefit of the media company’s audience? To find out, I gathered data on more than 340 articles, 15 marketers in the Forbes BrandVoice program and 3 Forbes staff writers. [Read more…]
If your marketing requires an explanation to your audience, it has missed the point.
If you expect your audience to stop and think about your ad, you don’t comprehend yet just how unimportant ads are to your audience.
As marketers, you agonize over creative and messaging. You study it. You dissect it. You inspect every nuance. You treat it like a piece of art, to be savored slowly. [Read more…]
Whether you want to promote your upcoming webcast, send a multi-channel campaign, or give your telemarketing team a list of contacts to call down on, it starts with a list.
So should you rent, buy or build an email list? How much do the different options cost and when are they most appropriate? This guide will get you started. [Read more…]
Advertising is dead (again). The latest killers are the social media and content marketing stars.
Not so fast.
Marketing is a spectrum. At one end might be the experience someone has using your product or service as you intended. At the other might be a tiny mobile banner or a transit bench on a side street.
Advertising isn’t dead. Comparing different parts of the marketing spectrum is like comparing visible light to X-rays; “better” is entirely dependent on your purpose. [Read more…]