Lead Generation

Events

Event	Date	Location
Tablet Revolution	02/23/2012	New York NY
IAB Annual Leadership Conference	02/26/2012 - 02/28/2012	Miami Beach FL
Digiday Agency	02/29/2012	West Hollywood CA
Paidcontent 2012	03/01/2012	New York NY
CITE: Consumerization of IT in the Enterprise	03/04/2012 - 03/06/2012	San Francisco CA
Directions 2012 San Jose	03/07/2012	San Jose CA
South by Southwest	03/09/2012 - 03/18/2012	Austin TX
Directions 2012 Boston	03/13/2012	Boston MA
OMMA Global	03/19/2012 - 03/20/2012	San Francisco CA
CIO Perspectives Atlanta	03/20/2012	Atlanta GA

Tech Marketing Guide to B2B

News, video, events, blogs about Social Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Lead Generation Marketing for high tech business-to-business from IDG Knowledge Hub.

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Be Careful to Identify Key Decision Makers in IT Purchase Process

February 22nd, 2012

IDG Connect Research

There are more cooks in the kitchen during the buying process than ever before. IDG Connect research has found that on average 10 people contribute to a purchase decision ranging from IT to finance and business leader. In the “rule of three,” IDG Connect’s Bob Johnson recommends that marketers focus on the top three functional areas and pick the three most important value propositions for them.

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Categories: Lead Generation IDG Connect, Lead Generation Research

Lead Nuturing Takes Time and Understanding to Close a Sale

February 14th, 2012

IDG Connect,
Technology marketers and sales teams need high-quality leads delivered quickly. While some marketers focus on BANT (Budget, Authority, Need and Timing) in order to determine if leads are sales-ready, IDG Connect says BANT may be a mistake. IDG Market Fusion research shows the focus should be on Best Asset Next Time. During the lead qualification process, the prospect should be asked about what content is needed in the purchase process. Be a consultant and realize that prospects may not be in as much of a rush as the sales and marketing team. To learn more about Bob Johnson’s research and recommendations, download this white paper…

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Categories: Lead Generation Research

Are you exercising your CORE?

February 6th, 2012

BtoB

While b2b marketing can entail lots of things, a new clarity of responsibilities is emerging: Demand generation is its fundamental mission, and lead development is its primary metric.

To do this, you need to exercise your “CORE”: content, outreach, response and engagement.

Learn more…

Categories: Lead Generation Blog | Tags: blog, BtoB, content, CORE, lead generation, marketing, Outreach

Drive B2B Channel Sales With Social Media Content

February 6th, 2012

Social Media B2B

Social media works best for B2B companies when people connect directly around topics they are passionate about. Connections work even better when no one in the group is pushing a particular agenda. This allows the focus of the communications to be around joint learning, which draws crowds, versus thinly disguised sales pitches, which drives everyone toward the metaphorical door.

Categories: Lead Generation Blog | Tags: b2b, blog, BtoB, Channel, communications, content, lead generation, media, Social Media B2B

Using Paid Media to Achieve Remarkable B2B Conversion Rates

January 19th, 2012

Content Marketing Inst.

What if I told you the last three digital paid media campaigns that my company, lonelybrand, executed earned an average 31.92 percent conversion rate? (To be clear — we’re talking about the number of successful conversions divided by the total number of paid clicks.)

BtoB Media Business – Ad Targeting Voted Leading Data-Driven Marketing Activity

January 14th, 2012

Marketing Charts

Ad targeting (placement/content) is projected to be the leading focal point of future data-driven marketing activity, with respondents to a Winterberry Group survey [pdf] released in January 2012 rating it an average of 4.4 on a 5-point scale of data use significance. Other use cases closely following ad targeting in terms of future significance include market research/customer behavior analysis and offer optimization (both at 4.3), as well as content optimization and cross-channel touchpoint optimization (both at 4.2). Ad inventory forecasting and ad verification (both at 3.5) are projected to be the least likely activities to be significant for future data utilization.

B2B Lead-Generation Success: The Formula Of The Four Multiples

December 15th, 2011

cmo.com

My father used to say, “If you live long enough, you see history repeat itself.” After 30-plus years as a B2B marketer, I can attest to the wisdom of his adage as it applies to lead-generation success. It has become clear that regardless of the vertical industry, product or service being marketed, decade, price point, or length of the sales cycle, the basic formula is the same. It’s what I call “the formula of the four multiples.”

Find out more…

Categories: Lead Generation Blog, Lead Generation News | Tags: b2b, blog, BtoB, CMO.com, lead generation, leads, marketing, Multiples, News

4 key components of a private exchange

December 15th, 2011

eMedia Vitals

Automated ad exchanges featuring real-time bidding (RTB)have proven to be a viable option for selling remnant inventory.Recent research from Econsultancy and the Rubicon Project found that 44% of publishers sell their online display advertising via RTB exchanges, which has resulted in a 20% lift in remnant display ad revenue.

Separate research conducted by IDC for PubMatic projects RTB ad spend to reach $6.5 billion by 2015 in the U.S., France, Germany and the United Kingdom. RTB spending as a percentage of all online ad spend in the United States will rise from 10% this year to 27% by 2015.

6 Tactics to Create More ‘Must-Read’ B2B Newsletters

December 14th, 2011

ClickZ

A regularly published B2B email newsletter is a staple of most B2B digital marketing strategies. They are a cost-effective, if inefficient, way to nurture prospects and help maintain a relationship over a client’s lifetime.

Unlike a typical B2C email message with its strong, conversion-driven focus, the B2B newsletter usually serves multiple purposes, including:

Attract prospective leads.

To find out the other purposes click here

Categories: Lead Generation Blog, Lead Generation News | Tags: b2b, blog, BtoB, ClickZ, Client, digital, email, lead generation, marketing, News, Newsletter

Email retargeting: no-brainer for brands

December 6th, 2011

Direct Marketing News

Contextual targeting. Behavioral targeting. Search retargeting. Targeting specific consumer sectors has become table stakes in combating banner blindness. However, email retargeting — a data-driven, lower-funnel approach that the industry experts call a no-brainer — seems to be far off marketers’ radars.

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Sort Posts By:

Be Careful to Identify Key Decision Makers in IT Purchase Process

Lead Nuturing Takes Time and Understanding to Close a Sale

Are you exercising your CORE?

Using Paid Media to Achieve Remarkable B2B Conversion Rates

BtoB Media Business – Ad Targeting Voted Leading Data-Driven Marketing Activity

B2B Lead-Generation Success: The Formula Of The Four Multiples

4 key components of a private exchange

Email retargeting: no-brainer for brands