Lead generation

• Agencies

  Detailed Matchbacks Offer Stronger B-to-B Purchase Data

  For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities.

  It is easy—and therefore tempting—to attribute a sale either to the last outreach effort, or the one which actually results in a sale. But there are several hazards in using these methods. The first is that electronic solicitations often result in immediate sales, or have built-in sales tracking mechanisms. As a result, marketers tend to over-credit their impact on sales, while underestimating offline efforts’ import.

• Agencies

  Using Social and Product Data for More-Targeted Lead Scoring

  Are you incorporating social media activity into your lead scoring process? Are you creating a distinct model for each of your product lines? Are you putting your third-party data into context with prospects

• New Pig Finds the Funny Side of B-to-B

  B-to-B marketing creative tends to hit features and benefits, rather than the funny bone. And experts typically advise marketers to be cautious when using humor. But it

• Agencies

  Breaking Into the Lucrative Government Market

  Chief Marketer recently asked business-to-government consultant Mark Amtower for tips on marketing to state and federal government agencies.

• Agencies

  Search Wins the Prospecting Case for B-to-B Law Firm

  A Southern California law firm specializing in business employment law has seen a 200% ROI from a search engine marketing effort designed to attract new clients.

• Agencies

  Tracking B-to-B Behavior to Learn How to Approach a Lead

  Consumer leads often come laden with enough information to make marketing easy. The process of identifying and qualifying business leads

• Acquisition

  New Credit Card Holder Lists Still a Good Bet

  A few years ago, when there were 7 billion credit card solicitations being mailed, one of the core types of lists being used was recent credit card issues.

• Agencies

  First Step in Monetizing Social Media: Listening

  As marketers grapple with how to make money from social media, they may be overlooking one simple tactic: listening to what people are saying about the brand on social networks, and reacting accordingly.

• Agencies

  Call Center Operator iPacesetters Acquires Lead And Tech Firm ARGI

  IPacesetters, a call center operator, has acquired ARGI. ARGI offers audience development, lead generation and marketing technology.

• Agencies

  Broker Roundtable: What’s the Outlook for Cooperative Databases?

  This week’s question: What’s the Outlook for Cooperative Databases?