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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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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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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5 Metrics Every B2B Marketer Should Track

Ring with old keysYou have a lead generation program. An influencer program. An advertising program. A marketing automation program.

You measure every detail about every program. And your programs are doing great.

There is just one little problem: you are reporting on a series of programs. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. [Read more...]

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The Biggest Missed Opportunity in B2B Lead Generation

Lead Generation Opportunity: All Other Sources Are More Important for Lead GenerationWhen the success of your business is less important than the success of your marketing, something is seriously wrong.

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.

We all know B2B marketing measurement is imperfect, yet we momentarily suspend all reservations in order to judge our effectiveness based on results attributed to our efforts instead of the results for our business!

This is crazy folks! [Read more...]

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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...]

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B2B Marketing’s Measurement Problem

New B2B Buying ProcessNo one makes a million dollar decision based on one white paper, one email or one Google search.

The buying process may take 12 to 18 months. 20 different people may be involved in the decision. Peers, consultants and analysts will provide their input.

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? [Read more...]

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Do You Trust Your Content?

TrustLooking at most B2B marketing, the answer is clearly “no, you don’t.” You do not trust your content to tell your story, grow your audience or sell your solutions. Instead, you put your trust in your outbound marketing and sales process.

Don’t trumpet your content as your communication king, as the key way you connect with your audience, if the real way you connect with your audience comes after they fill out a registration form.

Your content is like the teen that still needs a chaperone, you aren’t willing to send it out on its own yet. And that is ok! [Read more...]

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Getting Out of the B2B Lead Generation Trap

TrapsMost B2B marketing organizations miss the biggest opportunities to impact their business because they have not identified the right goals.

Why isn’t business coming out of your ears?

Dig into that question, ask why of every answer or assumption you come up with, and you will eventually get to the root challenge and the basis for goals that can move your business forward.

It is easier said than done. [Read more...]

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