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The B2B Lead Blog presents the most topical, relevant ideas and insights to help sales and marketing professionals – and their leaders – thrive in a continuously evolving marketplace.
A while ago, I created a mind map of lead generation channels for my book Lead Generation for the Complex Sale. How do you determine which channels are the best for generating leads and finding future customers? Try to detail a lead generation calendar for the year that maps out anticipated programs and tactics by month and quarter.
Also, build an effective closed-looped feedback system to capture feedback from your sales force that can be converted to actionable ideas to optimize your channels.
The views and opinions expressed in this blog are strictly those of the author and do not necessarily reflect in any way the views of the B2B Lead Roundtable Blog, its affiliates, or its employees. The great news is that nearly every technology marketer we surveyed this past year currently uses content marketing.
Thirty-nine percent of technology marketers overall say they are effective at content marketing; however, that number jumps to 62 percent if the marketer has a documented content strategy (click to tweet).
Based on our past research, we know that marketers across all industries usually cite brand awareness as their top goal for content marketing. Social media (other than blogs) is the content marketing tactic that technology marketers use most frequently. Ninety-seven percent of technology marketers use LinkedIn to distribute content (see chart below). Our broader research this year found that, on average, 44 percent of B2B marketers outsource content creation.
On the whole, technology marketers use a good mix of tactics and continue to invest in content marketing. To learn more about content marketing for technology marketers, attend a full-day Industry Lab at Content Marketing World on September 11, 2014. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! As a manager of an in-house content team, I’d like to know more about the outsourcing versus in-house content creation in this research. The infographic dissects all the stages of the marketing funnel – from lead generation to sales conversion – and the best strategies and tactics marketers are using to drive leads from one stage of the funnel to the next.

Here’s the irony and the opportunity: nearly 70 percent of marketing organizations haven’t even identified their own marketing funnel yet. That doesn’t surprise me, considering that tactics without strategy are little more than tasks.
If you’re one of those marketers who are eager to take their organization’s revenue, and their careers, to the next level, I strongly encourage you to attend the B2B Summit and its Post-Summit Workshop. In the meantime, I also recommend you read this blog: Four Reasons Why Funnels are a Marketer’s Best Friend. Over the last two years, Outsourcing B2B Marketing has provided PR support, writing and circulating case study and news press releases, as well as given strategy and marketing planning advice to the team at GMS Composites.  The latest marketing support project is a complete redesign of the company’s website, which launches in Dec 2013. NETCOMPOSITES NEWS  GMS Composites is promoting its latest range of high-performance prepregs for the first time at JEC Asia 2013 in Singapore from 25 – 27 June.
Links to magazine and website article with kind permission of Reinforced Plastics, HPC – Composites World, JEC Composites, Lucintel, Plastics Today, Composites in Manufacturing(CiM)  and Netcomposites.
Rather, they must leverage a portfolio of channels.The best marketers approach their work like a portfolio manager would run a mutual fund. Portfolio managers are constantly thinking about, and testing, the optimal investment strategy. One approach is testing several different lead generation channels — and measuring the results. Are they working together in a complementary way to connect each step in the customer’s buying process? Create a plan to add value every time you touch your future customers with relevant ideas, content and resources. Check out our newest research report, 2014 B2B Technology Content Marketing Trends — Budgets, Benchmarks, and Trends, North America, sponsored by International Data Group (IDG). However, I’m concerned that while 46 percent of them have a documented content marketing strategy, the majority either does not or is not sure (click to tweet).
They also say LinkedIn is the most effective platform they use (63 percent) (click to tweet) and rate Twitter as second most effective (55 percent), followed by YouTube (52 percent). Yet, a higher percentage of technology marketers rely on outsourcing (57 percent) (click to tweet). I encourage those who haven’t documented their content marketing strategies yet to make that a priority — especially those who keep creating more content and allocating more budget to content marketing without a road map to guide them.

Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc.
Sharing high quality content to Social media sites like LinkedIn and Twitter is a win-win for your company. I find that outsourcing our content without oversight from an internal content team can dilute our messaging and lead to less effective content. But marketers whose organizations haven’t should be celebrating, says Jen Doyle, Senior Research Manager at MarketingSherpa.
You’re going to get the hands-on training you need to intelligently start developing your marketing funnel immediately when you return to the office. They analyze the financial marketplace and make choices that balance high risk and high reward with tried-and-true methods to achieve the highest return from their investment portfolio. If you’re still not sure where to start, here’s a list of the most widely used lead generation tactics. Our research has shown time and again that marketers who have a documented strategy are more effective than their peers who do not — they face fewer content marketing challenges, as well. While brand awareness did get high marks (82 percent), it ranked second in priority — behind lead generation (86 percent) (click to tweet). And that number rises even higher for the most effective technology marketers (59 percent), as well as for those who have a documented content marketing strategy (63 percent).
Even better, if you belong to the B2B Lead Roundtable, you’re going to get the workshop for free – a $495 value – and $500 off the registration fee. I’m wondering if smaller companies who create content internally might not have the expertise needed, so outsourcing is recommended. However, many larger companies have access to an internal content team that helps with content governance and strategy.

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