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In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing activity. Yet industry surveys report that as much as 60 percent of available MDF funds go unused. By some measures, that may add… Read More
A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?” My response: We typically design nurture programs for inbound leads like content… Read More
I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are… Read More
There was a not too distant time when virtually all B2B demand generation was outbound. (You millennials won’t remember this.) You rented a list and pushed your message to that list. But then inbound marketing happened. And the pundits said: no, no, the buyer is in control, he or she… Read More
There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as… Read More
If you can say anything about marketers, it’s that we love obituaries. Yes, we love to declare things dead. Inbound Marketing? Dead. The MQL? Dead. Lead Funnels? Dead. Outside the rarified air of marketing punditry, however – i.e. in the land of marketing practitioners – all three of these concepts… Read More
It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product…. Read More