Many publishers are selling a value proposition they can't fully deliver and marketers are left holding the expensive back.
Native publishing can work well (consider what Forbes and NetApp have done among others) but you need to understand the challenges and have realistic expectations going in.
Full article: http://b2bdigital.net/2013/12/12/google-native-advertising/
However, sales cycles are long. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue. And you can’t afford to wait that long to optimize your investment and show results.
So how do you proceed? Start with these four types of metrics to measure performance and actively optimize lead generation, even in the face of a long B2B sales cycle.
This list includes content marketers, agencies and social media software providers turning to the latest spam tactic on Twitter to get more followers, one no one was supposed to notice.
Here is an example, from a presentation I'm in right now. The researcher's point: You [enterprise IT marketer] should be including video ads in your marketing. The stat:
28% of buyers have added a company to their short list after watching a video.
Turning it upside-down: with all of the video buyers are inundated with today, 72% of the potential buyers that see those videos have never added a company to a short list or consideration list because of a video. Ever. Not once.
Does that make you want to go all-in on video?
I don't mean to say video is bad here, but the statistic, when looked at more critically, really doesn't support the conclusion the researcher is trying to draw.
How big is the impact? On my site it averages 30% and varies significantly. For marketers looking to understand the impact of Twitter, that's a big difference.
The good news? You can get "some" of that reporting back (but not all of it).
According to one recent statistic, programs cost between $35 and $65 per contact. But there are a number of alternatives today to traditional B2B content syndication, with a wide range of potential costs and implications.
This is the first of three related articles that will be published over the next couple weeks on this topic.
According to a recent report from Forrester's , marketers are not investing enough in distributing their content.
I agree. Too much content goes largely unseen, and too many marketers count on their own social sharing, email list and organic search for distribution of much of their content.
With a small investment in distribution, the same content development investment can go much further. And when you are creating great content, just a little bit of seeding can spread it significantly further.
Surprising results about how little distribution most marketers actually get through BrandVoice.
Is the problem the BrandVoice program, or marketers that just aren't ready for programs like BrandVoice? Look at the data and let me know what you think.
- Babcock & Jenkins, A B2B Marketing AgencyDirector of Media, present
- Media ContactsVP of Analytics
- Media ContactsProduct Director - Artemis
- Colby CollegeMathematics & Economics
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