How Google Is Killing Native Advertising

How Google Is Killing Native AdvertisingNative 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...]

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Top 3 Reasons Your Content Marketing Program Fails

Why Your Content Failed. Handwritten list of reasonsEveryone in B2B marketing says content marketing is important. Everyone is increasing content marketing’s share of the budget. And yet most B2B marketers don’t feel like their content marketing is effective. (Stats available from CMI’s benchmark report).

The outlook seems grim. Marketers are pouring more and more into something they aren’t confident in. These aren’t just small test budgets, content represents a big portion of overall marketing budgets as well. Yet confidence in the effectiveness of their content programs remains low.

So why do programs fail? Time and time again, B2B marketers keep making the same mistakes. Here are the top three reasons, based on my observations and conversations with other marketers, why content marketing initiatives fail. [Read more...]

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9 Crippling Mistakes B2B Search Marketers Make

Google Display Network is not Search!“Paid search is slowly failing B2B marketers.”

I never expected to say that. For years paid search has been one of the most cost-effective media channels for B2B lead generation. But over the last year, I have seen or heard case after case of B2B marketers struggling to make paid search, and Google AdWords in particular, cost-effective. [Read more...]

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5 Steps To Improve B2B Lead Generation Program Results

B2B Lead Generation StepsYou 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...]

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Google Analytics Is Underreporting Results from Twitter

Question MarkB2B marketers are undervaluing Twitter’s contribution to their business.

That’s hard to believe at a time when many B2B marketers are glomming on to Twitter like it’s the last shiny object opportunity they will ever have (even turning to spamming), but it’s true. It is happening because web analytics packages are dramatically underreporting traffic from Twitter.

How many leads came from Twitter? How many website visits? How many purchases? When your web analytics package doesn’t recognize that traffic is coming from Twitter, Twitter doesn’t get the credit it deserves. [Read more...]

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4 Metrics You Need To Track In B2B Lead Generation Programs

Measure Your Marketing InvestmentEnterprise 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...]

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Are You Ready for Change?

Black DiceYou observe. You learn. You study. You make your plan. And your backup plan. And you move forward.

There’s just one complication: everything else continues to change.

Those changes will impact you. Your competitors went through a similar planning process. The economy rolls on, changing (or stagnating). People around you set their own plans into motion.

You must be ready to let go of the plan you invested months of your time and energy into and change course. [Read more...]

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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...]

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12 Surprising B2B Marketing Spammers on Twitter

Twitter Favorite SpamCollecting followers is so last decade. It is easy to make arguments against simply trying to build up your following count and the tactics that are often used:

  • Purchased followers aren’t real. Fake follower sites can reportedly tell if you followers are real or fakes and fakes are a sign that you have been buying followers.
  • Mass following is frowned on by Twitter and if carefully managed, your follower ratio eventually makes you look like a spammer.
  • A smaller group of followers genuinely interested in you and paying attention to what you share is far powerful.

But what if there was a way to get more followers without paying to promote your account through Twitter, hurting your follower ratio or filling your stream with an excessive number of tweets?

Apparently, then its different. [Read more...]

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Why Content Curation Is Not The Answer

There are no silver bullets in marketingThe biggest problem in B2B content marketing is that it requires content. Somehow, this most obvious of truths has become the thorn in the side of B2B marketing (and the inspiration for 1,000s of pieces of content).

So what if you could be a content marketer without actually creating content? Hallelujah! All your problems are solved!

Enter curation, the glittering solution for today’s content marketers.

On the surface curation sounds perfect. Publish or share carefully selected content created by others with your clients and prospects. By consistently and carefully curating over time, become the source your audience looks to for the news and information that matters to them. [Read more...]

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