Demand Gen Report

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Demand Generation Strategies

 

This section highlight automation  and enablement tools, features, functionality, tactics and strategies to optimize demand generation.

 



HP Execs Map Out Marketing Plan For Partners Print E-mail
Written by Alicia Fiorletta, Senior Editor   
Tuesday, 01 April 2014 07:13

HP-logo-300x300This story originally appeared in Demand Gen Report's sister publication, Channel Marketer Report.

HP is in the midst of a five-year transition— with the channel being at the heart of the process. Over the past year, the company has focused on three core pillars to increase partner engagement and success: Simplicity, profitability and predictability.

Now venturing into its third year of its five-year plan, HP has transformed its PartnerOne program and is working toward making its channel marketing initiatives competitive differentiators for the company as a whole.

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Survey: More Than Half Of Companies Report Lead Generation Efforts Falling Short Print E-mail
Monday, 24 March 2014 08:00

Research stock imageMore than half (58%) of companies find that their lead generation efforts are falling short, according to a lead generation survey conducted by Demand Metric and released by Salesfusion.

The online survey was based on more than 200 responses from small and mid-size companies. The study also highlights that the most common approaches for generating leads included email marketing (78%), tradeshow or event marketing (73%), and content marketing (67%).

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Avention Hits The Target For Exakt Marketing Print E-mail
Written by Kim Ann Zimmermann, Managing Editor   
Thursday, 20 March 2014 10:23

Avention Exakt Marketing logosExakt Marketing provides marketing services across a number of sectors, including restaurant and hospitality, higher education, associations, professional services, health and fitness, and event and conference marketing. As such, the agency relies heavily on its database solution to uncover new sales leads in each of these markets.

With its headquarters in Tampa, Fla., and new locations in Fort Lauderdale, Fla., and Charlotte, N.C., Exakt Marketing was looking to broaden its reach. However, the company found that its expansion efforts were being hampered by poor data and a lack of vital information needed to uncover new sales opportunities.

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Webinar: Mixing “Always-On” Channels And Retargeting To Boost Lead Nurturing Print E-mail
Written by Brian Anderson, Associate Editor   
Sunday, 16 March 2014 21:33

webinars shutterstock 134249441Marketers are always looking to generate more leads, but many leads don’t receive sufficient nurturing to realize their full potential.

In a recent webinar, titled Always-On” Marketing: Reaching Prospects Anywhere With Display Advertising And Marketing Automation, representatives from Bizo highlighted reasons why lead nurturing is a necessity for B2B marketers and outlined techniques to boost nurture performance.

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LearnPad Sees A 26x Growth In Marketing-Qualified Lead With Act-On Print E-mail
Thursday, 13 March 2014 07:13

Act-On-LeapadLearnPad, a provider of educational tablet solutions and digital content, experienced a 26x growth in marketing-qualified leads (MQLs) after implementing cloud-based marketing automation technology from Act-On Software.

LearnPad had already been using an email marketing solution to manage its email campaigns, but lead quality and quantity were not meeting expectations, according to company executives. They needed a more dynamic, responsive marketing engine that could scale quickly and efficiently to their marketing efforts, and could be managed by a small marketing team.

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NetApp Gets Healthier Data And Boosts ROI With LeadJen Print E-mail
Written by Kim Ann Zimmermann, Managing Editor   
Tuesday, 11 March 2014 14:07

NetApp LeadJenNetApp, a data storage solution company, developed a new product for electronic health records in response to growing demand from the healthcare industry. But the company was having difficulty connecting with the right customer, despite spending more than $100,000 on targeted trade shows, in addition to data lists.

“We got the sense that it might not be the product or the marketing campaign holding things back, but the lack of actionable data,” said Jessica Jorgensen, NetApp’s Senior Marketing Manager for Healthcare, in an interview with Demand Gen Report. “We were market-ready and then realized that our lists were not.”

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Content Is The Next Frontier In Aligning Sales And Marketing Print E-mail
Written by Kim Ann Zimmermann, Managing Editor   
Wednesday, 26 February 2014 09:57

shutterstock 106895984The sales and marketing relationship once focused on the quality of the leads being generated by marketing. Now,  attention is shifting to the quality and availability of content.

Aligning sales processes, content and resources specifically to buyer needs is critical to improving win rates. However, more than half (53%) say their selling processes and content are only somewhat or not aligned to the buyer stages, according to the recently released annual Sales Execution Trends survey from Qvidian.

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B2B Buyer Personas Getting More Complex Print E-mail
Written by Glenn Taylor, Associate Editor   
Wednesday, 12 February 2014 10:48

shutterstock 115451893While buyer personas are unique to each company, they all focus on the role each buyer has in making purchasing decisions. And as the role of the B2B buyer broadens, buyer personas are become more detailed and complex. The proliferation of mobile access and evolving content consumption patterns are also driving changes in persona development. 

Today’s B2B buyer personas extend beyond attributes such as job title, industry and company size, and can be tailored to an individual buyer all the way up to a large enterprise. Modern buyer personas are designed to discover how, when and why buyers come to their decisions. Grouping buyers based on beliefs, priorities, goals, preferred channels and previous purchases allows marketers to gain a more accurate read on how they can help solve a certain problem.

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B2B Marketers Ramp Up Retargeting Strategies Print E-mail
Written by Kim Ann Zimmermann, Managing Editor   
Wednesday, 15 January 2014 10:00

shutterstock 60868558The practice of ad retargeting — displaying targeted messages to visitors who have left your site when they view other sites — has been a page in B2C marketers’ playbooks for quite a while. Today, however, B2B marketers are embracing retargeting even more warmly, and for good reason: It is a cost-effective way to keep your brand in front of B2B decision makers during what is typically a long buying cycle.

The average click-through rate online for display ads is .07%, while the average click-through rate (CTR) for retargeted ads is about 0.7%, according to research from Criteo, a company that specializes in performance display advertising. Criteo studies also found that visitors who are retargeted with display ads are 70% more likely to convert than those who are not retargeted.

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