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For Marketers, Lead Gen Focus Is Trained on Digital

July 25th, 2012

eMarketer

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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Categories: Digital Media Blog, Digital Media News, Digital Media Research, Lead Generation Blog, Lead Generation News, Lead Generation Research | Tags: , , , , , , , , , , , , , , , , , , , , , , , ,

B2B Social Media and Content Marketing in the Sales Funnel

April 27th, 2011

Social media b2b, 4/27/11

B2B marketers are turning to social media marketing approaches in greater numbers, but they are still looking for ways to better leverage these platforms for stronger results. Content marketing allows them to restructure and repurpose existing content, like white papers, ebooks and product videos, and present them to buyers at the right stage of the buying process for maximum impact.

Content Marketing is Growing for B2B Companies

B2B companies have long relied on content marketing to promote their products, and social media has expanded both the need and the reach of content. B2B marketers allocate approximately 26% of their total marketing budgets to content marketing initiatives. 51% of B2B marketers plan to increase their spend in content marketing over the next 12 months, according to B2B Content Marketing: 2010 Benchmarks, Budgets and Trends.

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Categories: Digital Media News | Tags: , , , , , , , , , , , , ,