34 items | 2 visits
Carri Bugbee's List: B2B
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As might be expected in a difficult economy, lead generation topped all digital budget categories with almost 27% followed by display/banner at just under 20% and search at almost 19%. As to what is driving digital media investments in 2012, audience composition, ROI and measurement capabilities, audience reach, and data targeting were selected by more than three-quarters of the respondents.
By a wide margin, click through rate is the most important factor in campaign success with cost-per-engagement and interaction rate almost equal in importance.
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Content marketing, which includes white papers, case studies, videos, custom websites, video and white papers, is among tech marketers’ top five spending priorities for 2012. Led by collateral at 71%, followed by webcasts/virtual events at 61%, videos at 59%, research at 55%, and articles/features at 54%, marketers are investing in a wide variety of content marketing or custom programs. Agencies are much mo
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Jan 20, 12
Determining a perceived value from a lead can be substantive metric, if somewhat difficult to ascertain. I am imagining it in action. Perhaps you provide an abstract for the content you are guarding behind a registration form. But the abstract is more than a general summary. It includes a bullet list for the specific topics addressed and how solutions are offered, without providing the actual solutions before you collect that personal information. The upside is that you know if a prospect completes the form, they are very concerned about that topic.
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A solid lead generation strategy does both, Craig Rosenberg, author of the blog Funnelholic, told me. The appetite for content online is insatiable so marketers would be wise to indulge the public with registration-free content, Craig says. “I do believe that if people are addicted to content without the reg-path and you path stuff, it better be remarkable.”
Rosenberg says the “vast majority” of your marketing funnel should be free without asking potential clients for personal info. Save the registration forms for further down the funnel where more research-heavy content like whitepapers resides.
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Chris Jablonski, author Emerging Tech blog on ZDNet, who provided the following formula: 10% to 20% fully gated content, 20% to 30% name and email only, and 50% to 70% completely free.
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2. Leads. This is a new feature in SlideShare Pro. If you insert a form into your content, SlideShare will capture the viewer’s profile and, through its LeadShare API, automatically import the contact into SalesForce.com. Seriously, what other social network focuses on actual lead capture and sharing?
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Alternatively, you could simply survey the early adopters and decide if they are leaders worth following: Edelman Digital, Ogilvy 360 Digital Influence, Razorfish, Dachis Group, JESS3, Dell Enterprise and, oh, The White House.
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A great example of a company removing registration friction for a business audience is the online media division of The Business Journals. Since deploying Janrain Engage Social Login in June, they have reported a 12% increase in site registrations across 40 online properties.
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Will social media play an important role for B2B marketers in the near future? We believe so and are seeing a growing interest from technology solution providers and other organizations that want to add a social element to their B2B website and marketing efforts. In Forrester’s report: Market Overview: 2011 Social Media Platforms For B2B Tech Marketing, they indicate:
Today, there is increased demand for social media platforms from B2B tech marketers that are using social media tactics to engage with business technology buyers.
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When I work on projects, this step sometimes takes the most effort (depending on how many segments, profiles, personas — whatever you want to call them — are identified) And, in B2B marketing, there is always more than one. Research shows that most companies average at least three. I'm working on several projects right now that each have five.
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Why You Must Build Buyer Insights
Without buyer insights, you have no idea who you're developing content for. Remember that last high-level white paper that you read? The one where the focus was so broad that it was basically useless to you. The writer had no clue who the readers were. This is also usually when content devolves back into solution speak, because that's what IS known. Oh, sure, the writer may have been told to target the content to IT executives in global manufacturing companies with revenues of one billion or more.
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An SLA between Marketing and Sales is an agreement where Marketing promises to produce a certain quantity and quality of leads for Sales over a given time period. The SLA is tracked on a daily basis, typically in the form of a chart or graph that maps the progress against a cumulative goal
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next time Sales complains (and if you’re on track), all you have to do is tell them to take a look at the SLA -- the proof is in the data!
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