Archive of B2B Lead Generation Posts

Can targeting those with the greater online influence really make a difference in a B2B marketing campaign? This is a question that has been raised recently with the rise of online influence sites such as Klout, which measures web users' overall influence across social networks, grading their expertise on certain topics, B2BMarketing.net explains. 

Targeting and offering perks to those with the highest influence score could be beneficial to B2B marketers, because if they in turn talk about your product or service over social media channels for their thousands (sometimes millions) of followers to see, it could create more traffic in the long run.  ... Read the full post

According to a recent study from BtoB Magazine, email was the most popular lead generator for both B2B marketing and agency professionals, as noted by 57 percent of respondents.

However, 13 percent also pointed to social media as a driver of leads, despite just 5 percent of those polled saying that their efforts on these platforms were "well-optimized."

Of the available social networks for B2B marketers to use, LinkedIn was found to be the most used, at 72 percent, according to another study from BtoB Magazine. Lead generation was seen as the most valuable result of using the social platform, and, according to a study from LeadFormix, there are ways in which B2B professionals can optimize their presence on these sites.  ... Read the full post

According to The 2012 State of Inbound Marketing released in February by HubSpot, social media has become an important source of generating leads over the past six months.  The report is based on responses from 972 professionals, including marketers, business owners, entrepreneurs, and executives, who are familiar with their companies’ marketing strategies.  Seventy-two percent of respondents came from business-to-business (B2B) companies across a range of industries: retail, technology, professional services, and communications and media.  ... Read the full post

Check your phone. Is a smartphone? If so, you're one of a growing number of people who uses the devices not only to place calls, but to read email, browse the internet and interact with friends and brands on social networks. If not, you're still in the majority, though perhaps not for long.

In an article for BtoB magazine, Kate Maddox cites Nielsen research that found 36 percent of U.S. adults have a smartphone, while 5 percent have a tablet computer. With millions of consumers and employees already connected to the mobile channel, developing a campaign targeted for the devices is becoming a key tactic in spreading the word about a brand or product.

Jason Miller writes for Business2Community that mobile advertising is a "crucial" aspect of B2B marketing and generating sale leads.

He notes that the number of people who read corporations' and brands' online content through their mobile devices has now surpassed the 50 percent mark, underscoring the importance of ensuring your online presence is tailored for mobile viewing and edited to be SEO-friendly to offer valuable content to your potential clients. 

"Mobile and social are a match made in heaven," Miller comments. "It’s up to B2B marketers to leverage the best out of the relationship."

 

A recent survey from digital marketing agency Webmarketing123 revealed pertinent information about lead generation and how money is allocated for company budgets, Search Engine Land reports.

The study, which polled 500 U.S. online marketers between August and September, revealed that B2B and B2C companies both agree that SEO has the biggest impact on lead generation. Specifically, 57 percent of B2B marketers cited SEO as their primary source, while 41 percent of B2C marketers concurred.

In addition, SEO makes up 33.3 percent of B2B marketers' budgets, followed by pay-per-click at 27.8 percent and social media marketing at 9.5 percent.  ... Read the full post

If some B2B marketing employees are uncertain about sales this year because of the economic recession, they may find most of their coworkers aren’t as pessimistic.

A recent survey conducted by OneSource, a provider of business and sales intelligence, shows that 47 percent of B2B sales employees believe their sales pipelines are better in 2010 than the previous year. Eleven percent of participants reported no change.

Survey participants were also asked about B2B social media marketing, which may soon become the most valuable source of B2B sales leads. Respondents said that LinkedIn, a social media network focused on careers, is the most effective website for B2B social media marketing.  ... Read the full post

Optify, a firm that specializes in lead generation through social media and search engines, recently launched software to improve B2B search engine optimization.

Optify says its Real Time Marketing software will help improve business lead generation through SEO and by helping a B2B marketing campaign manage its social media outreach on sites like Twitter and Facebook.

The B2B SEO software also offers tools to track visitors at company websites and provides sales alerts on website visitors to improve lead scoring abilities.

Janet Bartoli, manager of global search marketing for Lexis Nexis, says that the Optify service has allowed her organization to easily increase its visibility in online search engines.  ... Read the full post

Increased employee productivity for mid-sized companies with B2B marketing campaigns will cause a 17 percent revenue hike, according to a recent study.

The survey, conducted by B2B CFO, a B2B services firm for mid-market businesses, found that average daily employee productivity will increase from $204 in 2009 to $206 in 2010.

The CEO of B2B CFO, Jerry Mills, says that although there are uncertainties in this difficult economic period, companies are becoming inventive with their investments.  ... Read the full post

Genius.com, a B2B marketing automation tool, created its one billionth gURL, a website address shortener designed for its automated tracking system for online marketing and social media activity, the company announced recently.

While traditional URL shorteners allow users to more effectively market on websites like Facebook and Twitter with a concise website address, the company says its website has received such good response because of its ability to track participation in social marketing campaigns and provide automated feedback on participants’ behavior history.  ... Read the full post

Kompass, one of the leading B2B marketing resources, is relaunching its website, the company announced.

The new website will provide added tools for its search engine, including a request for industry quotes option. The Kompass site will allow users to view search results for similar terms to the ones they entered.

New search engine optimization techniques on the website will allow advertisers to gain and advantage in terms of search engine visibility.

Kompass General Manager Rod Kain says that data search abilities the website will serve B2B marketing needs like direct mail, sales prospecting, procurement and research.  ... Read the full post