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Do You Trust Your Content?

March 12, 2013 by 3 Comments

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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Filed Under: Content Tagged With: , ,

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

December 14, 2012 by 10 Comments

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...]

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Filed Under: Email, Media, Research Tagged With: , , , , , , , , , , , , ,

Your Content Marketing Must Become Convenient

September 6, 2012 by 5 Comments

Look around you. There is a coffee shop on nearly every corner. Supermarkets offer one-stop shopping for all your needs. Your favorite TV shows are recorded or are available on demand, conveniently available anytime you want. Google and Wikipedia have put information on nearly any subject just a keystroke or click away.

In our personal lives, convenience is all around us and we expect it at every turn.

The question is, are you delivering convenience for your audience at every stage of the the buying process?
[Read more...]

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Filed Under: Content Tagged With: ,

B2B Marketers Are Begging For Bad Data

May 31, 2012 by 9 Comments

In B2B marketing, bad data represents a huge lost opportunity. According to SiriusDecisions, companies with the best quality data drive 70% more revenue through marketing programs than those with simply average data quality.

Despite the cost of bad data, the practice of the average marketer guarantees bad data, and it may be getting worse each year. With a growing body of research showing current marketing practices are consistently delivering bad data, it is time for change. [Read more...]

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Filed Under: Demand Generation, Research Tagged With: , , , , ,

Lead Generation is Crippling Demand Generation

February 16, 2012 by 22 Comments

Conflict (Chess II)Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads.

The problem is, one is focused on changing the audience’s perspective, the other is focused on capturing their information. [Read more...]

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Filed Under: Content, Demand Generation Tagged With: , , ,

Connecting Thought Leadership to Lead Generation in B2B Marketing

December 20, 2011 by 11 Comments

IMG_1202Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well.

The problem is, registration and thought leadership are at odds with each other. Thought leadership requires your point of view to be broadly distributed and recognized across a peer group, where it can drive discussion and shape opinions. [Read more...]

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Filed Under: Demand Generation Tagged With: , , , ,

Buyers to Marketers: Don’t Call Me, I’ll Call You

September 27, 2011 by 5 Comments

“Why do you want my email and phone number again? So your sales consultant can contact me? No thanks, I’ll pass.”

Boonville Missing Bucky Walter PhoneMost B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone.

The problem is, your buyer’s process is not built on your email or your phone. According to research, buyers only engage with companies directly during the last 40% of their research process.

When you insist on registration, you are in effect telling prospects:

  • We don’t want to be involved in the first half of your research.
  • We are only willing to engage with you on our terms and timetable.

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Filed Under: Content, Demand Generation, Social Media Tagged With: , , , , , , , ,

Five Reasons Lead Generation Is On Its Last Legs

May 5, 2011 by 21 Comments

A quick definition. Lead generation, for purposes of this post, is collecting registration information for content, in order to build a marketing database or deliver leads to telemarketing and then on to sales.

Delivering leads for sales drives today’s B2B marketing organization. According to a study from Fusion B2B on 2011 B2B marketing priorities, lead generation is the single top priority of B2B marketers, at 26%. By comparison, awareness only captures 7%, near the end of the list. B2B marketing is all about lead generation.

But lead generation is breaking, and if your marketing relies heavily on lead generation, it will slowly break too. Here are the five things breaking lead generation today.

[Read more...]

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Filed Under: Demand Generation, Media, Rants Tagged With: , ,

Selling your Lead Generation Content

April 20, 2011 by 4 Comments

Fan of cashYou have committed to content marketing, you have invested in creating content, and your website has turned into a veritable content hub. At every turn, you offer related content to entice a registration and get someone to opt in to to your drip and nurture program. You have enough traffic, but you need more registrations to fuel your nurture program.

What you really need is a new mindset. Your content is not free. You are selling it for contact information.

[Read more...]

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Filed Under: Content, Demand Generation Tagged With: , , ,

That’s John Doe to You

March 24, 2011 by 3 Comments

When marketers ask for information, we lie. In fact, an older Knowledge Storm survey published by Marketing Sherpa showed only 38% consistently provide accurate phone numbers and nearly half don’t even provide an accurate company name. We lie for a reason, and if marketers want us to stop lying on registration forms, they need to give us reasons to stop.

Here are a few of the reasons people have shared with me recently when asked why they lie on registration forms:

  • I register for information, but get a barrage of emails and phone calls.
  • Most of the content is useless, I’m not giving up my information for that.
  • I don’t want to be contacted.
  • Why would I give them my real information?

Marketers are facing an uphill battle. Many objections to registering are about what happens after we register, before we know what an individual marketer will do with the information we provide. Marketers have some marketing to do, they need to change our behavior, starting by changing our perception.

For marketers that embrace putting the audience first, the solution is easy. [Read more...]

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Filed Under: Content, Demand Generation Tagged With: , ,
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