B2B Email Lists: How Publishers Use (or Abuse) Your Email

In B2B marketing, and particularly in enterprise technology marketing, publishers lean heavily on email lists for lead generation programs, including whitepaper and webcast promotions.

B2B email lists also still command high rental rates ($300+ CPMs are very common). Both directly or indirectly, email continues to be an important vehicle for B2B publishers.

But when you rent an email list, purchase an ad in an email newsletter or run a lead generation program with a publisher, do you know how much the publisher has used (or abused) their email list? [Read more...]

Five Keys to Creating Content that Drives Awareness

StartCurrent marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42, 78% of B2B marketers say awareness is an objective of content marketing.

Question: Where is awareness most valuable in the buying cycle?
Answer: Early stage research and creation of a consideration set.

Question: Would it be better if prospects were aware of your company when they started the research process?
Answer: “Well, DUH!”

It is time to step back from planning content for the buying cycle and focus on Stage Zero Content. [Read more...]