Demand generation efforts are struggling according to a new survey from Corporate Visions. After surveying more than 400 sales people and executives, researchers found a startling 80% believe their demand-gen campaigns are not helping them meet sales or marketing goals. “This quarter’s survey results clearly show us that organizations are facing serious challenges when it comes to creating and executing effective demand generation campaigns,” said Tim Riesterer, chief strategy and marketing officer for Corporate Visions. “Ironically, the survey revealed that the two largest disconnects are the two most important factors to achieving demand generation success: creating engaging content and developing messages that clearly address customer pain points. If salespeople and marketers are able to work together to implement these two strategies successfully into their campaigns, they will be able to motivate prospects and win more business.”
Retargeting is a form of online advertising in which a user that has been to your website can be displayed ads from your media campaign on publishers and ad networks across the Internet. This form of advertising is very effective, since you are only showing ads to users that have been to your site (i.e. showing an interest in your product or service), instead of relying on demographic or other types of targeting to find users. Retargeting can communicate with the user after they have left your site and be the extra interaction that drives the user to come back and purchase, at times slashing cost per conversion in half, and increasing conversion rates by 600%.1
Improving lead generation is the top marketing priority this year for tech marketers, according to IDC’s “2012 Tech Marketing Barometer Study,” released in March. The study was based on an online survey of 61 senior marketers at high-tech companies conducted in January and February. The companies surveyed have combined revenues of more than $550.0 billion and include industry leaders such as Cisco Systems, Dell, HP and Intel.
Respondents were asked to allocate 100 “importance points” to various marketing priorities for the year. Improving lead generation received the highest score (20.7), followed by building more brand awareness (16.2) and improving marketing processes (13.9).
The lead-gen process relies on multiple factors, and ideally many channels. Like never before, marketing integration, using ever-more sophisticated tools and metrics, along with sales/marketing alignment is helping perfect lead-gen efforts.
The end goal for any integrated marketing platform is to generate leads by engaging marketers in dialogues with their audiences. As a result, successful integration has a profound impact on the number and quality of leads being fed into the sales pipeline, said Paige O’Neill, VP-marketing at Aprimo.
“Marketing needs to lead organizations in this area,” O’Neill said. “By creating a marketing environment that incorporates all channels—from Web and social to direct mail, and call centers and everything in between—lead-gen efforts perform better because marketers can tie every aspect of a campaign back to a single overarching strategy.
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: