B2B Marketing, Digital Media and Marketing Strategy
You 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…]
B2B 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…]
Enterprise 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…]
You 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…]
![B2B Lead Generation Cost [Infographic Thumbnail]](https://b2bdigital.net/wp-content/uploads/2013/11/B2B-Lead-Generation-Cost-Thumbnail-300x282.jpg)
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…]
Collecting 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:
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…]
The 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…]
If you torture the data long enough, it will confess to anything.
One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured.
When you see a sales pitch full of statistics, how do you differentiate the real story from the spin? Short of dismissing all of the data presented (a good idea, but not realistic for most of us), these five methods will be a good starting point. [Read more…]
Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. And they’re right.
Marketers are slaving over content today, but almost no one sees that content.
Optimizing your content for search and distributing it through your own social and email channels is just the starting place. For most B2B marketers, it isn’t nearly enough. [Read more…]
We like to measure ourselves against something. We want to know that we are doing good work.
Is my my email click rate good? Is my search conversion rate where it should be? Is my brand lift above average?
Ummm, but what are you comparing yourself too? A number in some book or website, based on the results of businesses nothing like yours?
Stop. Now. [Read more…]