The benefits of implementing a native advertising strategy

The benefits of implementing a native advertising strategy

As content becomes more and more powerful and effective, the lines are becoming blurred between advertising and editorial material. Paid marketing content that looks and feels like the “real” thing, i.e. journalistic material, a feature article or a scientific report, is called native advertising because it appears “native” to the channel through which it’s delivered. It naturally follows the form and function of the user experience in which it is placed. Trickery. Well maybe, but It actually offers a range of benefits for both the publisher and the reader.

It’s used mostly in B2B environments or long-term B2C sales, and requires a number of steps and components to make it successful, depending on the size and complexity of your average sale. These could include building awareness, achieving relevant positioning in your market, and “marrying” your marketing strategy with your sales process.

Techniques and tactics for robust demand generation management

Techniques and tactics for robust demand generation management

Demand generation is the process marketers employ to make clients want to buy their product or service. This differs from lead generation, which is intended to make people want information about your offering.

It’s used mostly in B2B environments or long-term B2C sales, and requires a number of steps and components to make it successful, depending on the size and complexity of your average sale. These could include building awareness, achieving relevant positioning in your market, and “marrying” your marketing strategy with your sales process.

Questions to Ask before Marketing & Launching Your Product

Questions to Ask before Marketing & Launching Your Product

You know, before beginning any new marketing program for your product or service, or if you’re evaluating your current marketing program, sometimes it’s good to relook at your own products and services from a value proposition standpoint. Just to be sure your message is on point. Years ago I wrote a content marketing template ebook- here are the first few slides that showcase some compelling questions to think about. What makes you different? Why should prospects buy from you? Think about it.

Defining demand generation, lead generation, and inbound marketing, and why you need all 3.

Defining demand generation, lead generation, and inbound marketing, and why you need all 3.

Marketing these days is full of jargon, which can be confusing for senior executives and others who aren’t fully immersed in it on a daily basis. Understanding the differences between demand generation, lead generation and inbound marketing is paramount for business leaders to make logical decisions about where best to apply marketing dollars. We’ve put together this primer to help you identify primary characteristics and key tactics of these disciplines, so you confidently develop a strategy that includes all three.

How to Use 3rd Party B2B Intent Data to Drive Leads

How to Use 3rd Party B2B Intent Data to Drive Leads

Online users leave digital clues about their intentions wherever they go on the internet. When they visit your website or click on links in emails, that information is 1st party data that belongs to you. If they visit other sites or participate in discussions on social media platforms, it’s 3rd party data. It’s crucial to consider both when you’re trying to determine a user’s intention. Here’s an approach to lead generation with intent data.

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