Sales leadership is expensive, and for most early growth companies, leadership must be coupled with resourcing in lead generation, sales personnel, and marketing. However, most companies simply cannot afford to spend in all these areas at once. There just aren’t enough dollars to go around. So, if you had to pick one area to spend, what should it be?
The road to success is paved with iterations. A/B tests [...]
Don’t think YouTube and Vimeo. B2B video for lead generation is on the rise but the keyword is “data,” not “views.” Video marketing ROI has been a notoriously tricky proposition for marketers, especially in the B2B space. In the past, video marketing strategy often amounts to posting a YouTube video with fingers crossed. Three months later when the CFO inevitably asks "So, where are all the leads?" the Director of Marketing sinks a little lower in his chair. There’s now a way to connect the dots. Vidcaster, along with companies like BrightCove, Wistia, and Viddler are helping organizations move video from a being a cost center to a revenue center.
In engineering it is commonly said that “quality drives productivity.” In computer science they say “garbage in, garbage out.” As sales and marketing professionals begin to operate more like scientists, “quality leads equal business success” has become their new mantra. Without high quality data, marketing automation systems limp along and CRMs begin to sap more of your team’s time than they save. Quality is a perceptual, conditional, and subjective evaluation. A lead is a collection of diverse data points. So what exactly makes a high quality lead?
A Boston Consulting Group study reports that a mere 3% of small business ad dollars are in digital. A variety of reports forecast SMBs spending more on digital marketing services over the next 2 years. This shift represents a large opportunity for both large and small digital agencies alike to build revenue by adding small businesses to their portfolio. Small businesses make up the long tail of digital marketing services.
As marketing and sales leaders, we are all are uncomfortably aware that you have to take risks to be on the cutting edge. This is doubly true for B2B companies that embraced video marketing for lead generation early on. We all know that video is important, but we haven’t had a solid data narrative for B2B video marketing until recently. But finally, the data is in.
Twitter is a peculiar platform. For B2B marketers, it doesn’t provide the most functional targeting features. And case studies provide conflicting results on whether using Twitter for B2B lead generation is actually effective on the 284 million strong social network. With the majority of revenue coming from mobile advertising, a channel that leans towards B2C, it’s no wonder B2B marketers look at Twitter lead generation and think: meh… However, that hasn’t stopped Twitter from increasing focus on its ad platform. In their latest earnings call, Twitter’s ad revenue per 1,000 timeline views (Twitter’s version of CPM) jumped sharply, a sign that advertisers are spending more.
The headlines for Google’s most recent update to their search algorithm are dramatic, but not wantonly alarmist. The change is big. Around two thirds of business websites still need to make the change. Google’s most recent mobile search update is a massive opportunity for lead generation. Here's why.
Forget "batch and blast." B2B email marketing must tie into the buyer's journey. When used properly, email marketing is one of the most powerful weapons in a B2B marketer’s war chest.
Out of all of the B2B lead generation strategies floating around, one strategy continues to rise to the surface – content marketing. An overwhelming number of B2B marketers use content marketing to generate leads (93%, according to a recent survey by the Content Marketing Institute). And that number continues to grow year over year. Are you feeling overwhelmed by all the content marketing advice out there? Still not sure how to use it to generate sales?