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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 Digital Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

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

Tech Marketing Guide to B2B

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

Tech Marketer's Guide to B2B

News, video, events, blogs about Technology Business and Marketing for high tech business-to-business from IDG Knowledge Hub.

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IDG’s TechSignals looks to tap Big Data for advertisers

Media Business

IDG launched its TechNetwork (IDGTN) four years ago, creating a vertical ad network that allowed marketers to cost effectively reach carefully vetted technology sites and blogs beyond IDG’s owned and operated properties. Early last year, IDGTN took another innovative step by embracing the real-time-bidding trend with the rollout of its Tech Media Exchange. With the debut of Tech-Signals in late September, IDGTN is again innovating by using cutting-edge Big Data technologies to offer display advertisers enhanced targeting capabilities coupled with a wide reach across a technology-focused network of 500 direct network sites, 2,000 affiliate sites and additional sites in the exchange.

“We’re bringing site-level targeting to a network-scale audience,” said Pete Longo, CEO of IDGTN. “We are using the depth of knowledge about audiences and technology that comes from IDG and overlaying that on all the inventory that’s available to us. The impressions we have at our disposal are in multiple billions.”

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Do Not Track? Advertisers Say ‘Don’t Tread on Us’

NY Times

THE campaign to defang the “Do Not Track” movement began late last month.

Do Not Track mechanisms are features on browsers — like Mozilla’s Firefox — that give consumers the option of sending out digital signals asking companies to stop collecting information about their online activities for purposes of targeted advertising.

First came a stern letter from nine members of the House of Representatives to the Federal Trade Commission, questioning its involvement with an international group called the World Wide Web Consortium, or W3C, which is trying to work out global standards for the don’t-track-me features. The legislators said they were concerned that these options for consumers might restrict “the flow of data at the heart of the Internet’s success.”

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IDG TechNetwork Announces Launch of TechSignals

IDG TechNetwork 

NEW YORK, NY–IDG TechNetwork, the leading provider of advertising solutions for technology marketers, today announced the launch of TechSignals, an industry-leading data marketing solution that empowers advertisers with the insights needed to better identify and anticipate purchase intent.

TechSignals taps audience segmentation data from three major technology media groups within IDG and two major data management platforms to provide a unique “identity” to individual ad impressions, or a Tech Buyer’s “Data DNA.”

For the full release click here

Half Of B2B Lead Gen Marketers Use Integrated Automation; Expect Faster Growth

Marketing Charts

Half of business-to-business (B2B) lead generation marketers report using integrated marketing automation in their organizations, while 19% use non-integrated marketing automation and 30% have no marketing automation at all, finds a September 2012 report Please or in order to access this content. compiled by Lenskold Group and sponsored by The Pedowitz Group. Companies that use full-featured integrated marketing automation are more likely to expect to outgrow their competitors in the next year than those who don’t use marketing automation (60% vs. 40%).

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What marketers want from media- Marketing services valued for lead-gen, but challenges remain

Media Business

Media companies have significant opportunities to help marketers generate leads through the marketing services they offer, according to a new study by Media Business. “Leveraging the Power of Marketing Services” found that 62% of marketers consider lead generation to be their most important objective in purchasing marketing services from media companies, followed by customer acquisition (38%), sales (37%) and brand awareness (35%).

The study was based on an online survey of 231 marketing professionals and other executives during June and July of this year. More than half of the respondents (51%) had such titles as director or manager of marketing/products/communications, with such other titles as exec VP, senior VP or VP of marketing, products and communications. The largest verticals represented included technology companies (24%), manufacturing (17%), agencies (11%) and financial services (9%).

Among other key findings of the study: Marketers view audience reach as a key advantage of publisher marketing services, followed by the ability of media companies to segment their data appropriately for better targeting. Hewlett-Packard Co.’s Enterprise Services division this year rolled out its “Evolve, Compete, Succeed” campaign, targeting international companies needing to update legacy applications. A major component of the campaign was a partnership with the Financial Times that included print ads in the publication’s IT-intensive Connected Business. HP also sponsored the CIO Interviews video series, as well as live FT events.

“Because of our objectives—both to create awareness and demand generation—we wanted to have all these touch points and elements in the campaign,” said Natasha Sandoval, marketing campaign manager for HP Enterprise Services EMEA. One purpose of liaising with the Financial Times, she said, was to “accelerate exposure of our content around messages to potential buyers, the IT audience.”

“When constructing integrated solutions for customers’ objectives, one thing we do hear is, “I didn’t know you did that,’ ” said Michael Friedenberg, president-CEO of IDG Enterprise. “So it is an awareness issue in some instances—where our customers are not aware of how broadly we have evolved our solutions into the marketing services area.”

Friedenberg said technology marketers are avid users of IDG’s marketing services in their efforts to leverage its publications’ content and distribution channels, and to tailor specific marketing programs.

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IDG Enterprise’s Premium Data Services enables marketers to retarget online campaigns

Media Business

Looking to expand its reach for media buyers and command a larger share of marketers’ budgets, IDG Enterprise has introduced Premium Data Services. The software program, rolled out in June, is designed to help technology marketers more precisely target their online advertising campaigns. It combines the advertising technology of the IDG TechNetwork—which features more than 450 tech websites and blogs—with first- and third-party data to profile visitors to IDG Enterprise sites.

IDG Enterprise, whose assets include cio.com, computerworld.com, infoworld.com and itworld.com, garnered 25 million page views in July, according to Omniture. “By extending data, what we’re now able to provide is a retargeting effort where, when someone comes to our site and then leaves our site and goes somewhere that resides within the IDG TechNetwork, we’re able to align our advertisers’ messages to that individual as they’re traveling across the network,” said Michael Friedenberg, president-CEO of IDG Enterprise. “What that provides the advertiser is additional alignment and allows them a deeper understanding of who they’re interacting with and who their ads are aligning with.”

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Google Shifts Data Focus From Retargeting To Remarketing, Targets 3rd-Party Data


The advertising industry rallying around improving the quality of data to target ads continues to make improvements to processes and techniques. Google began rolling out a remarketing tool in Google Analytics on Friday to help marketers gain insight into targeting ads. But if the brand’s data mixed with inadequate information from a third-party data seller,  a company’s retargeting strategy will deliver less than stellar results.

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B2B Email Marketing Best-Practices and Trends

Marketing Profs

Email is still an invaluable asset to marketers; however, only 30% of B2B marketers are using email marketing as their primary lead generation tactic, according to a study by Pardot. Rather, in today’s marketing environment, email appears to be more effective for nurturing prospects than lead generation, the study reports. In addition, most (65%) B2B companies are devoting less than 25% of their marketing budgets to email marketing, 27% are allocating 26-50% of their budgets to email, and only 9% are allocating more than 50% of their budgets to email efforts:

For Marketers, Lead Gen Focus Is Trained on Digital


The web has provided marketers with an opportunity to develop leads early in a consumer’s purchase process, and marketers are turning to hard numbers to measure the success of their efforts. According to a January 2012 survey of marketing professionals worldwide conducted by research company MarketingSherpa, 52% of marketers said their top lead gen strategy for the next year was to meet or exceed quantifiable return on investment goals. That was followed by optimizing the marketing/sales funnel (51%), gleaning more audience insight (51%) and maximizing the lifetime value of customers (47%).

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Survey: 80% feel demand-gen campaigns falling short


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.”

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