Demand Generation

Because of the velocity at which marketing evolves, it’s fashionable — and easy — to declare a technique ineffective, antiquated, and more commonly, dead. The irony is that as marketers move on to newer, ostensibly greener pastures, the “dead” techniques do their best phoenix impression and rise from the grave. Take direct mail, for example.…

You’re personalizing your marketing. Defining sales stages. Using lead scoring. You’ve even taken steps to align your sales and marketing departments.  But your lead generation is still failing.  What’s hamstringing your efforts? A lack of perseverance. Lead generation isn’t viral marketing; it’s not designed to produce overnight success. Therefore, grit in the context of lead gen…

Inbound marketing is the new panacea. It’s less intrusive. It’s organic. It’s (supposedly) cheaper. But it’s also easier to talk about than it is to successfully manage . . . especially when it comes to lead generation. Inbound lead generation is the marriage of inbound philosophy with traditional B2B marketing. This union isn’t surprising, considering…

Like selecting new software, choosing a new business partner, or even recruiting a new employee, hiring an outsourced lead generation provider requires diligence. In each scenario, credentials need to be validated, references should be checked, and the actual experience of working together should be heavily considered before making a commitment. When you choose a lead…

It’s fairly common practice for a B2B company to outsource demand generation, in part or in whole. About 61 percent of enterprises and 46 percent of small businesses use a combination of in-house and external sources for lead generation, according to a 2014 study by MarketingAdvocate: So if you’re planning to buy B2B leads, you’re not alone.…

If you’re a B2B marketer, it’s almost guaranteed you talk about leads every day of the week. Why do B2B marketers publish content that aspires to journalistic standards? To win the trust of their readers and convert some of them into leads. Why do B2B marketers engage with their vertical’s community on social media? To…

Lead nurturing is one of the most lucrative marketing practices. If you’ve done any research on it, you’ve seen the widely-quoted Forrester stat: companies with strong nurturing programs produce 50 percent more leads at a third less the cost. That’s hard to argue with, but it’s also intimidating. What if your programs aren’t doing half…

Note: See the end of this post for a marketing automation infographic summarizing the main benefits of using this software for lead generation. ______ As businesses gain access to more customer information, and consumers themselves have multiple options for services or products, marketing strategies have become more complex. These strategies all service the bottom line: producing…

Every content marketer’s goal is to have their content positively impact their business. The theory is that quality content plus social interaction will result in better connects with customers. But with so much content being created, how can a marketer keep up with daily demands for both content and lead generation? That’s where marketing automation…