Finding new customers is a lot easier these days, what with innovative, digitally based ways to capture and collect data. Early examples of this exciting new trend in prospecting were…
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B2B marketing is falling down on the Job
I heard a horror story the other day from a consumer packaged goods executive ranting about a meeting with a vendor. “I gave the guy an appointment, and he spent…
Read MoreB2B prospecting data just keeps getting better
The most reliable and scalable approach to finding new B2B customers is outbound communications–whether one is using mail, phone, or email, or using rented or purchased lists. B2B marketers typically…
Read MoreThe Building Blocks of Content Marketing: How to Plan Your B2B Content Library
Yesterday, Ruth P. Stevens of eMarketing Strategy presented our latest Biznology® Webinar about how to plan your B2B content libraries. B2B marketers are well aware that content—such as white papers, infographics, research reports, case studies, and videos—are essential tools for marketing effectiveness today. But many B2B marketers struggle with the question of what content to develop, how to get it produced efficiently, and the best applications for content marketing.
Read MoreLead qualification: the secret sauce of B2B lead generation marketing
The Number One rule in B2B marketing: Never, ever, pass an unqualified lead to your sales force. Why? Because they’ll hate you in the morning… But seriously, if the role…
Read MoreWinning the war: content marketing adoption widens
We’re winning the war. Content marketing is being integrated more frequently and more fully by marketers of every stripe and size. BtoB Magazine’s recent study, “Content Marketing: Ready for Prime Time”…
Read MoreLet your B2B content run free–the case against gating
Yesterday, in this very space, my friend Ruth Stevens made the case for “gating content”–placing your best stuff behind a registration or contact form so that you mine your Web…
Read MoreTo gate or not to gate, that is the B-to-B content marketing question
There’s a spirited debate in B-to-B marketing about whether it’s best to give away information (aka “content,” like white papers and research reports) to all comers, versus requiring web visitors…
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