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Rescooped by Jay Gandhi from Integrated Brand Communications
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How to Use Video Content to Drive Awareness, Leads, and Sales: A Guide | Business 2 Community

How to Use Video Content to Drive Awareness, Leads, and Sales: A Guide | Business 2 Community | MA | Scoop.it

Throughout 2012, video marketing for B2B businesses undoubtedly showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.

 

Here are a few relevant findings from respected industry reports and trends to back up this claim:

 

The 2012 B2B Demand Generation Benchmark Survey found that video was the second most popular type of content used across channels.

 

In another study, B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — North America carried out jointly by MarketingProfs and the Content Marketing Institute, it was found that video had the largest increase of any content marketing tactic in 2012, jumping by 70 percent from an already hot 54 percent increase in 2011.

 

Findings from Searchmetrics could partly help to explain this trend. They found that, of all content included in Google’s general search listings, video appeared most frequently, being displayed in over 70 percent of search results.

 


Via Russ Merz, Ph.D.
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Russ Merz, Ph.D.'s curator insight, May 11, 2013 12:40 PM

Useful research results and guidelines.

Rescooped by Jay Gandhi from The MarTech Digest
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How to Fix 6 Failing Marketing Metrics Your CEO Actually Cares About - HubSpot

How to Fix 6 Failing Marketing Metrics Your CEO Actually Cares About - HubSpot | MA | Scoop.it
Suffering from underperforming marketing KPIs? Read this post and learn how to fix those guys!

 

Excerpted and condensed...

 

You’ve got to grab your marketing by the bootstraps and make the necessary adjustments in order to provide your CEO with the ROI they’re looking for. Below I’ve detailed six metrics highlighted by CMO Mike Volpe on this very blog, how to identify when they’re underperforming, and how to make the necessary adjustments to save your bacon. Here’s how to fix 6 critical marketing KPIs when they're underperforming:

1) Customer Acquisition Cost (CAC)

2) Marketing % of Customer Acquisition Cost (M%-CAC)

3) Ratio of Customer Lifetime Value to CAC (LTV:CAC)

4) Time to Payback CAC

5) Marketing Originated Customer %

6) Marketing Influenced Customer %


Via marketingIO
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marketingIO's curator insight, May 14, 2013 9:16 AM

HubSpot does a great job in educating us on the management of metrics coming out of your marketing systems, as this post exemplifies (see the post for the details on how to rectify issues with these metrics). You'll also want to visit Mike Volpe's post (linked above), as well as this scoop: http://sco.lt/7d2pPt. Lastly, use the Filter and search the tag metics for additional articles.


  • See the article at blog.hubspot.com
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us


David Keuning's curator insight, May 18, 2013 11:32 PM

yes! you absolutely *must* make the right KPIs from the beginning.

 

Rescooped by Jay Gandhi from Beyond Marketing
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Inbound vs. Outbound Lead Generation, The Differences and Similarities

Although you may feel that the marketing world is entirely focused on inbound right now, there is a place for both inbound and outbound lead generation in your marketing mix.

The first step to determining which approach is right for you is understanding them. So, here is an introduction to both inbound and outbound lead generation with specific attention paid to how they differ and how they are similar.


Via Denis Failly
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Denis Failly's curator insight, May 13, 2013 1:44 PM

In reality, both outbound and inbound lead generation strategies can probably produce results for your business and, if you can afford it, we recommend utilising both. Inbound lead generation is long term play that has the potential to bring in leads at lower cost per lead. Meanwhile, outbound lead generation, if planned correctly, can produce a welcome spike in opportunities.

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Is There a RIGHT Way to Use Twitter for B2B Lead Generation? | Business 2 Community

Is There a RIGHT Way to Use Twitter for B2B Lead Generation? | Business 2 Community | MA | Scoop.it
Many Studies, Reports and Examples—And Yet, Inconclusive Evidence The interesting Infographic I shared last week shows that 170 million people are on (Is There a RIGHT Way to Use Twitter for B2B Lead Generation?
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