Our most recent Media Consumption Report survey was fielded to a combined audience of both enterprise IT and personal technology buyers. The goal of this study was to establish whether there are similarities in how IT buyers and personal consumers respond to brand advertisements as well as general content offers in online media, advertising research.
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Three part video series on online marketing and getting the most from your lead generation programs:
To open this series, Marilou discusses how to get the most value out of your leads from your online marketing programs. She covers the challenges faced with filing the chasm between marketing and sales and proving ROI from lead generation campaigns. Then, Marilou explains the importance of a defined content strategy that aligns content consumption to the buying stage and frequency of engagement. Finally, Marilou gives specific examples of content topics and titles used for each of the buying stages.
In the second chapter, Marilou describes the importance of having a nurturing process for the leads you’ve generated. Using examples of actual leads, Marilou shows how to qualify and re-message leads based on their engagement, buying stage and demographics. She then continues on to define a hyper-active lead and how to use the information gathered through a lead-activity analysis to re-message and nurture leads. She concludes this section with specific examples of successful re-messaging content.
In this final chapter, Marilou shares two case study examples that illustrate how to close the loop with your lead generation efforts. With the first case study, VersionOne, Marilou discusses their process of using a scoring system to mark the buying stage for each lead in order to develop a customized nurturing track. With the second case study, FoxT Marilou focuses on the use of their four-tier system to categorize and nurture each lead based on engagement and qualification levels. To conclude this video series, Marilou reveals the Best Practices for lead generation programs based on the previous case studies and thousands of campaigns run at TechTarget.
TechTarget, a leading online technology media company, gives technology providers ROI-focused marketing programs to generate leads, shorten sales cycles, and grow revenues. With its network of more than 60 technology-specific websites and more than 7.5 million registered members, TechTarget is a primary Web destination for technology professionals researching products to purchase. The company is also a leading provider of independent, peer and vendor content, a leading distributor of white papers, and a leading producer of webcasts, podcasts, videos and virtual trade shows for the technology market. Its websites are complemented by numerous invitation-only events. TechTarget provides proven lead generation and branding programs to top advertisers including Cisco, Dell, EMC, HP, IBM, Intel, Microsoft, SAP and Symantec.
Marilou Barsam
SVP Client and Corporate Marketing
TechTarget