One of the struggles marketers deal with when measuring B2B lead generation is isolating and pinpointing the true cause of revenue performance.
Statistical models in sports and marketing attribution have a lot in common. Both are technologies that improve forecast accuracy.
Marketers make huge strides in improving their lead and demand generation program when they can better predict how many leads they’ll generate and which ones will close.
The benefits include reducing the cost per lead, marketers make better bets with their time and money, generating quality leads.
In this post, we’ll report industry patterns around lead generation and discuss how marketing attribution improves the effectiveness of money spent in generating and qualifying leads.
(Finally, a past-due update for our AdWords For Lead Gen guide -- everything you need to know about AdWords to successfully generate leads AND drive more revenue.)
When it comes to marketing for B2B companies with a sales team, search engine marketing (SEM) is particularly important. In the State of Pipeline Marketing Report, paid search was the leading paid channel, when respondents were asked what channel had the greatest impact on revenue. And in another study where we tracked all the marketing touches for nearly 500,000 leads across many B2B industries, we found that over 50% of leads were attributable to search.
There’s a clear line between us. B2B and B2C are two different worlds. But there are lessons we can teach other.
The landing page conversion rate is universally important. Whether it’s a content download or an online purchase, it’s all the same: a conversion.
In this post I’m going to describe optimizations you can test to improve the conversion rate on your B2B landing page.
There is one thing marketing and sales can agree on. Driving revenue. The best ways both teams can achieve this is by using the same tools and data.
That's why marketers should embrace their customer relationship management (CRM) software. It can help organizations get better alignment, and grow their business faster.
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 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...
On some days the truth hurts. There's no single guideline that provides all the answers for a hyper successful online marketing campaign. It's mix of tried and true methods, experiments and industry specific best practices. It's a lot to think about: expanding the sales funnel and getting leads through faster.
We started pipeline marketing, a community of data and revenue driven B2B marketers, to address a few problems. For example, a Forrester research report finds only 0.75% of leads actually turn into customers.
Retargeting, also called remarketing, is a way to build awareness for your brand and drive clicks to your website. It’s often thought of as B2C-first tactic because of it’s ability to drive repeat purchases or bring back abandoned visitors.
But retargeting is a powerful tool for B2B marketers as well.
When B2B marketers think about paid search, they naturally think of Google AdWords, and rightfully so since it has 67% of the market share for search. However, that means there are opportunities elsewhere for reaching customers.