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B2B Lead Generation Articles on email marketing
- How to Prevent List Attrition yet Drive Event Attendance
Anything Goes Marketing | Sep 10, 2010 | Permalink
This week's blog post was inspired by an idea by Yaro Starak over at Entrepreneurs-journey.com who suggested to look for blog ideas by scanning Facebook groups. I decided to do a quick scan on Linkedin instead and found a great topic on email marketing. Here is the question that was asked:How does your company email customers about events and web seminars without sending too many emails to the
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- 10 Tips for Using Twitter And Email Marketing for B2B
Anything Goes Marketing | Sep 10, 2010 | Permalink
I was told that every blog needs a "top 10 post" and I thought today would be a good day to write one on a topic that is growing in popularity. That topic is Twitter and how best to use this tool for your B2B marketing efforts. I thought I would take a stab at providing tips on blending a tried and true tool like email with Twitter. Let me know what you think and if you have additional tips (
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- Email Marketing Gone Wrong - It's not the 1990s Anymore
Anything Goes Marketing | Sep 10, 2010 | Permalink
I've just got off the treadmill and getting ready to turn in and received an email from a Canada's largest retail drug store - Shoppers Drug Mart or "Shoppers" for short. The email broke most of the essential email best practice rules and I want to ensure that you are aware of these and that Shoppers takes these into consideration for future campaigns. This email may have cut it 1999 but will be
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- Using Audience Targeting to Own the Latent Pipeline
B2B Marketing Confidential | Sep 09, 2010 | Permalink
B2B marketers are intimately familiar with the concept of a funnel or a pipeline. Whichever term you use--you might use both--the ideas are the same from company to company. A lead is entered into a system at some point in time. It might be someone inquiring on the web site, or it might even be a name from a list. From this point onwards, that lead can either move forward, do nothing, or drop out of the system. The resulting graphic looks like a funnel.Having covered that ground, let me state up front that this post is not about pipeline management, acceleration, nurturing, systems, or email marketing. This post is about a fundamental problem with the funnel concept as operationalized at most B2B marketing organizations today, and what I think is a pretty seminal idea on how to fix the ...
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- Top 10 Triggered B2B Email Marketing Campaigns
Anything Goes Marketing | Sep 09, 2010 | Permalink
One of the themes for marketers in 2009 is “doing more with less�. While some marketing teams are facing cut backs and spending freezes or reductions, they still need to hit their goals which may include generating X number of leads, Y amount of influenced pipeline and/or Z amount of influenced sales. A key part of “doing more with less� is automating your email marketing
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- 5 Educational Email Marketing Infographics
Hubspot | Sep 08, 2010 | Permalink
Considering all of the conversations online and offline about new social media applications, when it comes to lead generation, email is a major driving factor. Despite being the elder statesman of online marketing tools, email is still growing in adoption as a marketing channel. We found five educational infographics about email power and adoption as a marketing platform that we think are worth a look. 1. The History & Evolution of Email by Focus.com 2. What Does Your Email Provider Say About You? by Credit Karma 3. How Much Spam Is Out There? by Rackspace 4. Small Business Adoption of Email Marketing by MarketingCharts.com 5. Use of Video in Email Marketing by GetResponse What was the biggest takeaway from these infographics for you? Do you know of any others you'd like to share?...
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- The Secret to Successful Email Marketing: Testing
Marketo | Sep 08, 2010 | Permalink
Email marketing testing tips and best practices. Learn the variables that resonate with your target audience.
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- Mobile App Downloads Are The New Email Opt-in
Hubspot | Sep 07, 2010 | Permalink
Online marketers' top priority at the top of their funnel is to increase reach. Increasing reach on the web has long meant increasing the size of a company’s email marketing database, and email is a hugely important tool for online marketers to help drive leads and sales. Despite the power of email, it is quietly beginning to be replaced; however, it's not being replaced by text messages as many marketers may think. Instead, the distant competitor picking up speed is the text message’s close relative: push notifications.What is a Push Notification?
Do you have a smartphone? Increasingly more people are buying smartphones, and many of these devices allow push notifications. When a smartphone owner downloads an application, he or she has the ability to accept push notifications...
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- 5 Tips to Improve Channel Partner Lead Generation
Hubspot | Sep 03, 2010 | Permalink
Online marketing is unique for each business. For large businesses that rely on channel partners to sell and distribute products, the online marketing process can be a challenge. With many channel partners across multiple locations, how can a business make sure that partners have the leads they need to help grow the business? In a recent conversation with a channel marketing manager I was asked, “What can I do now to get my partners and resellers found?” As with many channel marketing managers, their time is very constrained, but the need to do more lead generation for their resellers is ever present. Additionally, they often talk about how their resellers do a great job once someone is introduced to them, but often their own websites are not helping them bring in new leads. After askin...
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- Reasons for not regularly opening email marketing messages
BeRelevant: Email Marketing Best Practices | Jun 11, 2010 | Permalink
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- Are you investing enough in Sales Research?
ReadyContacts | Jun 02, 2010 | Permalink
B2B demand generation is getting tougher than ever before. Mass marketing is dead. Direct marketing is ignored. Email marketing has turned into a spray and pray tactic. But sales quotes have remained the same and are growing. In this situation, its imperative for every marketer to think outside the box – I know everyone says [...]
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- Webinar: Powering Email with Social Media: Grow Your List & Generate Leads
BeRelevant: Email Marketing Best Practices | Apr 21, 2010 | Permalink
In about 30 mins I will be presenting a webinar called "Powering Email with Social Media: Grow Your List & Generate Leads". You can view it here: This webinar is part of an online email marketing...
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- Webinar: Powering Email with Social Media: Grow Your List & Generate Leads
BeRelevant: Email Marketing Best Practices | Apr 20, 2010 | Permalink
In about 30 mins I will be presenting a webinar called "Powering Email with Social Media: Grow Your List & Generate Leads". You can view it here: This webinar is part of an online email marketing...
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- Email Marketing Tactics That Work in B2C and B2B
BeRelevant: Email Marketing Best Practices | Apr 20, 2010 | Permalink
It's interesting to see in the below chart that both B2C and B2B marketers (or at least 50% of them) agree that identifying the best time to send emails is an email marketing tactic that works well...
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- Webinar: Powering Email with Social Media: Grow Your List & Generate Leads
BeRelevant: Email Marketing Best Practices | Apr 19, 2010 | Permalink
In about 30 mins I will be presenting a webinar called "Powering Email with Social Media: Grow Your List & Generate Leads". You can view it here: This webinar is part of an online email marketing...
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- How to Prevent List Attrition yet Drive Event Attendance
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Lead Generation Topics
![](http://digg.com/submit?phase=2&url=http://b2bmarketingconfidential.blogspot.com/2009/12/using-audience-targeting-to-own-latent.html&title=Using-Audience-Targeting-to-Own-the-Latent-Pipeline&bodytext=B2B marketers are intimately familiar with the concept of a<strong> funnel</strong> or a <strong>pipeline</strong>. Whichever term you use--you might use both--the ideas are the same from company to company. A lead is entered into a system at some point in time. It might be someone inquiring on the web site, or it might even be a name from a list. From this point onwards, that lead can either move forward, do nothing, or drop out of the system. The resulting graphic looks like a funnel.<br/><br/>Having covered that ground, let me state up front that this post is not about pipeline management, acceleration, nurturing, systems, or email marketing. This post is about a fundamental problem with the funnel concept as operationalized at most B2B marketing organizations today, and what I think is a pretty seminal idea on how to fix the problem.<br/><br/>The problem with funnels is that they're missing a lot of the folks that are actually going through the purchase process. This is because we as marketers are dependent on our own internal systems to track these folks. Our own websites; our own emails; our own sales reps; you name it. However, we <em>know</em> there are many individuals with needs that are going down an awareness / consideration / trial / purchase process that we are <em>completely oblivious to.</em> I call this the <em>latent pipeline.</em> For analytics geeks, this should be a comfortable term. It is the implicit pipeline that we don't have information about but that we <em>know</em> exists.<br/><br/>I'd argue that the latent pipeline can be broken into two parts. The first part is the upstream part of the funnel that could be defined as "pre-company web site". This is when <em>latent prospects</em> are starting to think about their needs and what they're going to go do. Today, this is going to be largely addressed via search, assuming that we can intersect people when they type in search terms. There is no question that this is a powerful tool for intercepting prospects, but I'd argue that there's an even more powerful way to target them. More on that later.<br/><br/>The second part are the folks that are going through our stages, as defined via our systems, that we don't know about. So, when we have 10 leads that are "qualified", there are another 50 leads out there that are being qualified by other companies. We don't know about them, so chances are, we'll never get to pitch to them. Ouch! That's pretty harsh.<br/><br/>So, we've defined a pipeline that has an explicit and a latent component, that will look something like this:<br/><a href='http://4.bp.blogspot.com/_30veOO2AATQ/SykLkQ_j19I/AAAAAAAAAGg/nRUzyUxD2u0/s1600-h/B2BFunnel.png'><img src='http://4.bp.blogspot.com/_30veOO2AATQ/SykLkQ_j19I/AAAAAAAAAGg/nRUzyUxD2u0/s400/B2BFunnel.png' id='BLOGGER_PHOTO_ID_5415872744554485714' border='0' alt='' style='width: 416px; height: 357px; cursor: hand;'/></a><br/>This fundamentally changes the concepts of B2B marketing, when you think about it.<br/><ul><li>Acquisition marketing really becomes about understanding the top of the <em>latent funnel</em></li><li>The scope of CRM can be expanded to include not just leads / opportunities in <em>our</em> CRM system, but to leads / opportunities in <em>other company's</em> CRM systems</li></ul><p>I'm not suggesting that we all go do industrial espionage and steal other firm's CRM data. I'm suggesting that through online audience ownership, we can extend the CRM layer from the explicit to the latent, via display advertising. I already posted on this once, so <a href='http://b2bmarketingconfidential.blogspot.com/2009/10/verticalizing-intenet-marketing.html'>read that one.</a> Basically, I'm arguing that we need to take a few steps to own the latent pipeline:</p><ol><li>Understand our audiences</li><li>Map their typical B2B Internet behavior and map their pre-buying cues</li><li>Build analytical models to tag them</li><li>Target them via display advertising before they ever come to our site</li><li>Keep doing search marketing</li></ol><p>In other words, create a rich, targeted online tapestry that is always on, and no longer shackled to company web sites and email. B2C marketers are ahead on this, but B2B has so much more potential.</p><p>I know this needs more detail. Next post will be on how one might do the steps above and make it work.</p><div class='blogger-post-footer'><img src='https://blogger.googleusercontent.com/tracker/36395142-1612949307234063484?l=b2bmarketingconfidential.blogspot.com' height='1' alt='' width='1'/></div>
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