B2B Lead Generation: The Cost of Publisher Programs

B2B Lead Generation Cost [Infographic Thumbnail]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...]

6 Best Tactics for B2B Lead Generation

Fireworks and Ferris WheelYou need to generate leads, right? If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes.

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.

To make this list, tactics must be cost effective, measurable and scalable. In addition, they need to offer sufficient targeting for the broader marketing efforts of many mid-sized or large enterprise marketers. [Read more...]

How to Market to the New Mass of Influencers

If cable and online video fragmented TV audiences, then audiences are shattered when everyone produces their own channel or subscribes to a handpicked list of channels produced by their friends, influencers, entertainers and chosen brands.

Once upon a time (approximately 1,500 days ago) companies could reach out to influencers individually. They could brief them and spend time with them. Today, there is a new mass of influencers, too numerous to connect with individually and not influential enough to warrant the expense of one-to-one outreach.

Now everyone has a soapbox and a small audience. As a marketer, if you can figure out how to engage enough individuals and have them share your cause, you can turn this mass of influencers into a marketing channel that delivers scale.

The challenge is: How. How do you reach the mass of influencers cost effectively? [Read more...]

A Brief Marketing Break: #NicheAmnesty and 14 Things About Me

Stacey Herbert started a Niche Amnesty challenge on DIYBlogger last week and asked bloggers to share a more personal side for a change. To stop with the sales, the marketing or the technology, and share a bit more about who we are when we don’t put on a public face.

Thank you, Stacey, for sharing this challenge, here is my #nicheamnesty contribution. [Read more...]