B2B Marketers Identify the "Best" Lead Generation Techniques
When it comes to evaluating lead generation tactics and channels, most B2B marketers are interested in three basic performance characteristics - the quality, quantity, and cost of leads produced. A...
View ArticleClik here to view.
What Makes a Lead Really Sales Ready?
One of the most important requirements for an effective B2B demand generation system is a clear understanding of who constitutes a sales-ready lead. Describing what makes a lead sales-ready is the...
View ArticleWhy a Little Uncertainty Makes Marketing Content More Persuasive
Developing content that will create meaningful engagement with potential buyers is a perennial challenge for most marketers. In all five of the annual content marketing surveys by the Content Marketing...
View ArticleClik here to view.
Do Inbound Leads Cost Less? Maybe.
Advocates of inbound marketing frequently assert that leads acquired through inbound tactics cost less than leads obtained through outbound marketing techniques. The research usually cited to support...
View ArticleWhy Print Marketing is Still Vital for Some Companies
The growth of digital marketing over the past few years has been nothing short of spectacular. According to Forrester's latest digital marketing forecast, digital marketing spend in the US will exceed...
View ArticleOur Most Popular Posts - 2014 Edition
This will be my last post of 2014, and I want to thank everyone who has spent some of his or her valuable time reading this blog. I hope that you have found the content here to be both...
View ArticleWhat High-Performing Marketers are Planning for 2015
We're now well into the prediction season, and it's easy to find articles, blog posts, and webinars that focus on what will happen in marketing in the coming year. The prognostications range from timid...
View ArticleClik here to view.
2015 Marketing Budget Trends by Channel
This month, I'm featuring posts that describe a few of the many published predictions about what will happen in marketing during the coming year. In my last post, I discussed a recent webinar by the...
View ArticleA Cornucopia of B2B Marketing Predictions for 2015
So far this month, my posts have focused on what will happen in B2B marketing during 2015. In my first January post, I discussed a recent webinar by the Aberdeen Group regarding what best-in-class...
View ArticleClik here to view.
Are the 4P's Still Relevant for Today's Marketers
One of the most enduring concepts in marketing is the idea of the marketing mix. The concept became popular in the 1960's after Neil H. Borden published an article in the Journal of Advertising...
View ArticleIn Content Marketing, Substance Matters More Than Format
Eccolo Media recently released some of the results from its latest annual B2B Technology Content Survey. The 2015 survey was fielded in October of 2014 and received more than 100 responses. Volume One...
View ArticleClik here to view.
For Effective Marketing, You Need Both the 4A's and the 4P's
One of the most well-known concepts in marketing is the marketing mix, also known as the 4P's of marketing. The 4P's model of the marketing mix was introduced in the 1960's, and it quickly became a...
View ArticleWhy You Need Marketing Content That Builds Certainty
Some time ago, I published a post that explained why you need marketing content that specifically addresses the fear, uncertainty, and doubt that potential buyers inevitably experience as they move...
View ArticleWhy Human Psychology Remains Critical to Successful Marketing
Three themes have dominated much of the conversation about marketing over the past few years - technology, data, and content. The explosive proliferation of marketing technologies has been frequently...
View ArticleClik here to view.
Where B2B and B2C Marketers Agree and Disagree
Salesforce.com recently published the results of its 2015 State of Marketing survey. The 2015 survey was conducted online in October and November of 2014 and generated over 5,000 responses. The survey...
View ArticleWhy You Need Marketing Content for Two Ways of Thinking
This is the second of several posts about the role of behavioral economics in marketing, particularly in content marketing. In my first post, I introduced the topic of behavioral economics and argued...
View ArticleA Sobering View on Content Marketing Effectiveness
The number of digital marketing channels has grown at an exponential rate, and digital platforms have made it easy for marketers to broadly distribute content. In response, many marketers have adopted...
View ArticleWhy "Easy" Content is More Persuasive
Creating persuasive content is a perennial challenge for B2B marketers. Producing engaging content has been one of the top three challenges identified by respondents in all five of the annual B2B...
View ArticleHow to Develop Content "Astronomically"
Research shows that producing enough content remains one of the greatest challenges facing B2B marketers. (B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends - North America) For the past...
View ArticleWhy "Content Marketing" is the Wrong Thing to Measure
Despite the widespread popularity of content marketing, research shows that most marketers aren't confident in their ability to measure its effectiveness. For example, in a 2014 survey by Contently,...
View Article