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B2B Lead Generation Articles on email marketing
- 10 Tips for Using Twitter And Email Marketing for B2B
Anything Goes Marketing | Jul 29, 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 (let's see if Darren Rowse from Twitip is listening)10 Tips for Using Twitter And Email Marketing for B2B
1. Add a link to your company's Twitter account to all mass email communications. Consider adding a link in the email footer to items such as your event invitations or email newsletters. This tip is especially important for any resource or newsletter autoresponder subscription emails. I'v...
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- Social Media Success Stories
Anything Goes Marketing | Jul 29, 2010 | Permalink
I get a few blank stares at times when I talk about social media technologies with friends and colleagues but I’m starting to win people over day by day. How am I doing this? With real stories! Today, I want to share these stories with you to help you better understand the power of social media and to hopefully inspire you to continue on your social media efforts or to jump in for the first time.LinkedIn: Starting an Alumni Group
When Linkedin started a groups feature (like Facebook groups) I thought about how I could network with former colleagues. Some of the smartest people that I knew were from a technology post-grad college that I attended called the “Information Technology Institute (ITI) in Toronto. I decided to create an ITI alumni group to pool together these...
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- Top 10 Triggered B2B Email Marketing Campaigns
Anything Goes Marketing | Jul 29, 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 campaigns. While many may label this as “lead nurturing�, it goes well beyond lead nurturing. It’s at times like this when you need a bounce in your step and powerful tools that will make it easy to keep you engaged with customers and prospects but allow you to leave work at a reasonable hour. After reading Ed Henrich’s excellent article on ClickZ Top 10 Triggered E-mail ...
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- Tips on Using Twitter to Boost Your Marketing Efforts
Anything Goes Marketing | Jul 29, 2010 | Permalink
Are you already tired of Twitter? Do you think it’s just a fad? Well think again because the popularity of Twitter is growing at an alarming rate. I’m always trying to think about how marketers can better leverage the social media technologies that are out there and then share them with you. As you read these, you need to think about your end goals. Many of these may not be worth it to you and your company but they’re good to keep in mind.I’ve already written a post on tips for using Twitter and email marketing but I wanted to take this to another level. This is not a post on the basics of Twitter. If you want some basic tips on Twitter, check out Twitter 101 or Hubspot’s How To guide. I was inspired by those bright people over at Radian6 who showed me some of the untapped pot...
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- MarketingSherpa's Email Summit
B2B Lead Generation Blog / Brian Carroll | Jul 29, 2010 | Permalink
Here's the summary from MarketingSherpa Email Summit event: Following MarketingSherpa’s 2010 Email Marketing Summit last week, we sat down with copious notes to pick out the most important themes from three days of workshops, panel discussions and presentations. Read on...
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- Using Audience Targeting to Own the Latent Pipeline
B2B Marketing Confidential | Jul 28, 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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- Email Marketing Gone Wrong - It's not the 1990s Anymore
Anything Goes Marketing | Jul 28, 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 deleted or never make the inbox in 2009.1. Subject Line Contains the Word "Free"The email subject was the the following: "Free $10 Shoppers Drug Mart Coupon!".Typically email recipients will block anything with the word "free". This is an email no no. Magically the email arrived in my inbox - I may have whitelisted the "from address".2. The Email Looks Like This:Do I need to say more? Ok, I will...
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- Email Marketing Metrics You Should be Tracking
Anything Goes Marketing | Jul 28, 2010 | Permalink
If you weren’t aware, Canada (Vancouver specifically) will be hosting the 2010 Winter Olympics. I was inspired to write this post by a group of brave Canadian ski jumpers that are have been denied permission to compete in the upcoming games. You may be saying – wait a minute, ski jumping is an Olympic event so what’s the problem? The “problem� is that these athletes are women and the IOC has not sanctioned women’s ski jumping as an official event making it the only Winter Olympics activity that does not allow women to compete in. We’ll come back to this story – let’s focus back on email marketing.Sometimes it’s What’s Missing That Counts I was reading MarketingSherpa’s 2009 Email Marketing Benchmarking Guide looking for useful metrics and tips. I found some ex...
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- Email Marketing Best Practices from MarketingProfs Digital Marketing World
Marketo | Jul 14, 2010 | Permalink
Summaries of presentaions from MarketingProfs Virtual event, where email marketing is highlighted. Topics range from email segmentation to social media and lead scoring.
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- Email Marketing Best Practices from MarketingProfs Virtual Event
Marketo | Jul 13, 2010 | Permalink
Summaries of presentaions from MarketingProfs Virtual event, where email marketing is highlighted. Topics range from email segmentation to social media and lead scoring.
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- Email Marketing Tips, Trends and Techniques with Return Path’s Stephanie Miller
Marketo | Jul 08, 2010 | Permalink
B2B email marketing thought leadership from email marketing expert, Stephanie Miller.
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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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- 10 Tips for Using Twitter And Email Marketing for B2B
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![](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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