Demand Generation

What Demand Generation Experts Are Doing for CCPA Compliance | – B2B Marketing Article

With Ray Estevez, Chief Data Officer, True Influence. (Enjoy Part 2 of this short but informative series on CCPA and B2B marketing. Catch Part 1 as well if you missed it.) Add Full Data Use Disclosure to All Consent Transactions with consumers and B2B buyers Now we get to the heart of what should matter to demand generation experts. At any point where your business engages with a consumer or B2B buyer and gathers data, you must clearly express exactly…

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[Infographic]10 Reasons Why You Need A Lead Management Process This Christmas – B2B Marketing Article

As we come up to the end of the year it’s a time for reflection. So cosy up with a cup of cocoa and let’s think about what matters most this holiday season – just how effective is your lead management process? When lead revenue and profit are top of the marketing agenda, the pressure’s on to deliver performance marketing that demonstrates quick-fire success and an impressive ROI. But if the right lead management process is not in place, all…

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How-to Map Your Touchpoints for Conversion Rate Optimization – B2B Marketing Article

When marketing budgets tighten, conversion rates are usually the first KPI to come under scrutiny. However, as conversion journeys get more complex and multifaceted to reflect B2B buyer life cycles, the ability to accurately analyze and contextualize your conversion rates can become more complicated. This can result in misdiagnosing the performance of a campaign, leading to missed opportunities to improve, and in some cases, stopping activity unneccassily. This article looks at how to plot, execute and measure your conversion journeys…

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Do You Want Intent Data with That? – B2B Marketing Article

If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication, email, search, etc.) and this particular marketing exec was quick to reject the idea…

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[Infographic] The B2B Lead Generation Thermometer – B2B Marketing Article

Only 3% of your market is actively buying. 56% are not ready, 40% are poised to begin. (Vorsight) How is your lead qualification set up to help you accurately pin point who your most motivated prospects are in your lead generation engine? Mapping your lead qualification against your identified engagement touchpoints and digital tactics is an effective way of ensuring every opportunity is optimized. This will ultimately help you identify how to dial up your efforts to turn up the…

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Time to Refresh your B2B Lead Generation Strategy? – B2B Marketing Article

In the face of economic and political uncertainty, many organizations return focus to performance driven B2B marketing activities that demonstrate tangible value and most importantly traceable ROI. Marketers that calculate ROI are 1.6 times more likely to receive higher budgets. (HubSpot) While brand building activities are taking a hit, trends show that lead generation is not only back but high on the B2B marketing agenda. This article looks at how to evolve your lead generation strategy in order to adapt…

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4 Solutions to Consider When Marketing Leads Don’t Convert – B2B Marketing Article

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message 2) lead nurturing may not be doing enough to educate the prospect , “warm up” the lead, or drive additional engagement, or 3) you could be generating the wrong types of leads altogether, namely either people that simply aren’t…

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Lead Qualification; Does PANDA Outstrip BANT in the Long Run? – B2B Marketing Article

52% of marketers say they provide salespeople with their best quality leads, while salespeople rank marketing-sourced leads last. (HubSpot, 2017) Now’s the time to scrutinize your lead qualification methodology and understand what a ‘quality lead’ really looks like from both a marketing and sales perspective. Read on to discover how to transform your conversion rates and get your sales team back onboard. Reading time: 3 minutes Commonly, BANT qualification methodology has been used by sales to define what constitutes a…

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