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Lead Generation Events
Event Date Location

SiriusDecisions Summit 2012 – “Growth Through Innovation”

 05/22/2012 - 05/24/2012 Scottsdale AZ

Forrester’s Customer Experience Forum 2012

 06/26/2012 - 06/27/2012 New York NY

SES

 08/13/2012 - 08/17/2012 San Francisco CA

Content Marketing World

 09/04/2012 - 09/06/2012 Columbus OH

Lead Generation

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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See And Be Seen

May 2nd, 2012

MediaPost 

According to a new study from comScore and Pretarget, ad viewability and hover time are more strongly correlated with conversions (defined as purchases and requests for information) than clicks or total impressions. Pretarget Founder Keith Pieper opines “Your ad being seen matters more than your ad being clicked… what good is an ad that can’t be seen… It’s intuitive that… someone hovering and engaging with an ad might convert, even absent a click… “ The study analyzed 263 million impressions over nine months across 18 advertisers in numerous verticals. The study used used:

 Read more… 

Categories: Lead Generation News, Lead Generation Research | Tags: , , , , , , , , , , , ,

Click-Through Rates May Matter Even Less Than We Thought

April 25th, 2012

Ad Age

We already know that click-through rates on online display ads are abysmal. Now a study from the startup Pretarget and ComScore revealed that even when a user clicks on an ad, the correlation between that click and a conversion is virtually nonexistent.

Over nine months, Pretarget analyzed more than 260 million ad impressions across the campaigns of 18 advertisers, the company said, and tracked conversions ranging from filling out an online form to downloading software. In the analysis, Pretarget found that the Pearson correlation (a common correlation methodology) between clicks and a conversion was 0.01, the lowest correlation rate among metrics tracked in the study (a 0 result would mean there is absolutely no correlation, while 1.0 would signify the strongest possible correlation.)

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How SAP turns users of its social network into sales-ready leads

April 24th, 2012

BtoB

SAP is known worldwide for its business and analytics applications. It has more than 170,000 customers and more than two million members of its social network, the SAP Community Network (SCN), which was created as a way to disseminate information.

About a year ago, hoping to boost its overall thought leadership and turn some of its SCN members into warm leads, the SAP marketing team launched a series of webinars using ON24 as its technology platform. The first webcast, which focused primarily on the North American and EMEA markets, took about six weeks of planning. It went live in March 2011.

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RTB Ad Market Soars In Q1, Marketers Rush To Mobile, Avoid Social Inventory

April 24th, 2012

MediaPost 

The supply of online advertising inventory available in the so-called “real-time bidding” or RTB marketplace continues to expand as advertisers, agencies and publishers embrace programmatic trading as part of their online advertising strategies. During the first quarter of 2012, the supply of RTB impressions expanded 120% over the same quarter in 2011, according to results from a new quarterly tracking report being published by independent agency trading desk Accordant Media.

The report estimates that the supply of RTB impressions soared 213% during 2011 versus 2010, and that the expansion is being driven by blue-chip advertisers and agencies, which is attracting premium publishers to participate in the marketplace.

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Why Retargeting is the Hottest Area of Ad Tech

April 19th, 2012

ClickZ

Retargeting is not entirely new to the online ad world. DoubleClick has offered the capability for many years. Yet the old tactic of finding people who have visited your site has seen a resurgence thanks to recent ad-tech advances that make finding audiences in large numbers possible. That’s led to boom times. Take Criteo, for example. The retargeter, which brought in former Yahoo, AOL and Huffington Post exec Greg Coleman a year ago as its president, now has 600 employees up from 120 in 2010. It is thought by many poised for a public offering.

The tactic is gaining adherents from more than just e-commerce players, which have been the most aggressive users of the tactic. (Try leaving an item in your Zappos shopping cart sometime. The retailer will surely find you across the Web several times.) Even a consumer-package goods company like Kimberly-Clark relies on retargeting, claiming it is seeing stronger conversion rates among these consumers (those who are served these types of ads): 50-60 percent conversion rates.


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BANT Redefined

April 17th, 2012

When prospecting, budget authority, need, and timing are good starting points. But, it can take several months to take a prospect for a major purchase from interest to close.

A digital relationship requires time to determine if someone is a viable prospect? An alternative to BANT is – Best Asset Next Time or better understand what to send and when.

Click below to learn more about BANT and what you need to do to be a resource for a prospect….

Categories: Lead Generation IDG Connect, Lead Generation Video

The Impact Of Cookie Deletion On Marketing Attribution

April 11th, 2012

MediaPost

One of the questions frequently asked about attribution is how much cookie deletion by Internet users affects its accuracy. This is an extremely valid question, because proper attribution of digital channels such as search and online display is very much dependent on these little pieces of code placed on users’ computers to collect the data associated with the touchpoints created by your campaigns.  So without cookies, the attribution process that’s dependent on that touchpoint data seems as if it would break.

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How to Address Different Needs and Interests of Prospects

April 9th, 2012

IDG 

How can marketers appeal to the growing number of buying team members? IDG Connect’s Bob Johnson says marketers need to both understand their audiences and develop appropriate content. Johnson spoke with IDG Strategic Marketing Services Director Howard Sholkin….

Categories: Advertising & Marketing Research, Advertising & Marketing Video, Lead Generation Research, Lead Generation Video | Tags: , , , , , , , , , , , , , , , , , , , , ,

Natural Born Clickers

April 9th, 2012

ClickZ 

In 2009, comScore and Starcom produced a joint study of clickers that concluded 8 percent of the Internet audience is responsible for 85 percent of the clicks.

This report elicits an examination of your frequent clickers and whether they are the audience your brand is looking to reach. This is fundamentally important to consider before selecting click-through rate (CTR) as a campaign metric.

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Google AdWords Ad Extensions Get Conversion Tracking

April 4th, 2012

Search Engine Watch 

Every week we hear about or read another “PPC wish list” that outlines all of the features that Google AdWords, Microsoft adCenter or even Facebook should build into their respective advertising platforms. Each list builds on the last as PPC managers the world over desperately try to improve functionality and reporting capabilities. Typically, these platitudes fall on seemingly deaf ears.

Read more…

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