As the latest research, surveys and reports about content marketing begin
surfacing, I'm wondering if B2B marketers are really embracing change or if
they're stuck in the past? Time and again, I see lead generation as a top
priority goal while lead nurturing comes in at the bottom of the heap -
behind web traffic and brand awareness for crying out loud.
Lead Generation is a hello and a handshake.
Lead Nurturing is the art of building a relationship with purpose.
Big difference. HUGE.
To be successful, marketers need to integrate them both into a lead
In the 2010 B2B Content Marketing Trends report from Marketing Profs and
Junta42 they found:
"Marketers report that content marketing supports multiple business goals,
led by brand awareness (78%), customer retention/loyalty (69%) and lead
generation (63%); the least widely employed goal for content... (more)
If your inbox looks anything like mine, you're scanning and deleting your
email rapidly, trying to sort through it all and find the stuff you need - as
quickly as possible.
The preview pane is a wonderful screening tool. Subject lines are often
misleading so I tend to scan the opening sentence to see if I want to delete
or continue. I want to know immediately if the message is relevant to me.
Unfortunately, not many of those sentences get my attention.
To put this in context, let's look at some real email first sentences:
"I wanted to share with you the success of our [company] progr... (more)
Content Marketing on Ulitzer
When I first talk with clients about e-marketing strategy I often hear that
they don't have access to the data they need to implement a targeted
nurturing program. Their eyes get big and glazed and they look like Bambi in
the cross hairs.
One of the things we forget as marketers is that our own status quo gets in
our way as much as the status quo stance of our prospects. It's time for
marketers to turn the focus on themselves for a moment and consider how they
can free themselves to "just do it."
Information overload is pervasive. Not just for prospe... (more)
New Media on Ulitzer
Social networking may be all the rage, but when it comes to sharing links,
content, pictures and ideas...email remains the star. And not just by a
little bit. According to a StrongMail study, "fully 86% of sharing activity
related to social programs run on [their] platform in Q3 3009 was done via
e-mail. Facebook got only 6% of shares, while another 4% were tweeted."
This is a very good reason for B2B marketers to focus on making it easy to
assimilate and share your ideas. It's one thing to have a prospect click
forward and send on your eNewsletter or a link t... (more)
It should come as no surprise that your B2B marketing content and nurturing
programs are being tapped to provide value farther across the buying process.
In fact, many of you are now tasked with moving prospects to that nirvana
called sales readiness—before salespeople ever see them.
Because B2B buyers can now push sales activities to whenever they're ready,
your funnel may be longer than your pipeline. This reality layers additional
responsibility on the marketing team, but it also leaves salespeople somewhat
You see, when company's had a hold on critical information th... (more)