Generating more qualified leads, increasing their engagement, and getting more customers doesn’t always require a bigger B2B marketing budget. Instead you should look at optimizing how your budget is spent. Here is a case study of a client project that delivered double the leads without increasing their budget.
Objective: Better B2B lead generation results from AdWords
While AdWords can efficiently drive traffic it is often a very blunt demand generation tool. AdWords performance is generally measured by cost per click but for most B2B marketers higher traffic volumes rarely translate into better lead generation. The real objective should be optimizing all of your marketing, including your AdWords spend, to capture and convert more qualified leads. (more…)
I often get asked, both in person and online, for recommendations of good B2B marketing resources. There are some sales propaganda efforts out there, but there are also quite a few good objective sources that have cropped up in the past few years. We try to curate content from a lot of different sources in the BrainRider Connect + Convert blog, B2B Marketing Knowledge Center, and @BrainRider Twitter feed.
Some of our most fruitful feeds these days include:
What IBM’s Spending Spree Says About Marketing Automation And Big vs Small
IBM has been making significant investments in the marketing automation and analytics space. Some great analysis from from John Lovett on the Blog Web Analytics Demystified, points out part of the reason for IBM’s $20 billion buying spree is acquiring “analytics technologies, building single view profiles of customers and delivering marketing process improvements…campaign automation solutions and interactive marketing prowess”.
Understanding what you customer wants to know and using that information to get them into your pipeline, and then accelerating them through it until they are ready to buy is a smart strategy. And it is clear that the market is putting a big price on the ability to do it. Sales teams have been doing it for years but the data, pipeline visibility, and nurturing options offered by marketing automation systems take it to the next level.