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What does online lead generation look like in 2019? - Marketing Land

…truth is that most marketing activities are fundamentally focused on gaining and keeping additional customers. For many businesses, particularly in B2B, this means increasing the quantity and quality of your leads.At HubSpot (my employer), this is obviously a big focus, so we conducted research…

How to overcome unique B2B digital marketing challenges - Marketing Land

When it comes to business-to-business (B2B) marketing, anyone who has been operating in the space understands it comes with a particular set of challenges. Unlike marketing to consumers, B2B companies often have to deal with longer sales cycles, smaller audience markets, and higher ticket prices. In…

B2B marketers must prove contribution to revenue - Marketing Land

…in key performance indicators (KPIs). Until recently, the most common B2B marketing success metric was lead volume. Not anymore. Today, B2B marketers are most concerned with lead quality and pipeline impact. So, how is B2B marketing success measured? According to the 2018 Demand Generation Benchmark…

How soft calls to action will save your B2B campaigns - Marketing Land

…danger. The fun part is figuring out why they are underperforming. Now, if you’re in the B2B space, then you know the importance of keeping the sales team happy with “hot” leads. The reality is that B2B marketing is a weird balance of generating marketing-qualified leads and sales-qualified leads.…

Are you holding your funnel accountable? - Marketing Land

…engaging.Mid-funnel engagement metricsMid-funnel leads are those that have an interest in the brand and solutions but haven’t decided yet.For B2B companies, these are leads that have shown interest but are not yet marketing qualified leads (MQLs). Prospects in the middle of the funnel are…

5 ways to leverage real third-party purchase intent - Marketing Land

…jump out at me more than the differences. It’s the strength of each concept taken singly and together that B2B sellers should all try to take advantage of.1. Go where the buyers goIn B2B, you don’t need to dive into the many years of academic research to decide where to place your storefront, you…

How to increase B2B form submissions through conversion testing - Marketing Land

Nearly all business-to-business (B2B) marketers are focused on increasing leads, improving lead quality and improving return on investment (ROI). Conversion testing plays a key role in all three of these objectives. Let’s look at four tests that illustrate how improving the online experience…