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Lead Technology

Making Mobile Part of Your Lead Gen Strategy

The need to make mobile media part of your lead generation strategy today is obvious. What isn’t so obvious is how to integrate mobile in a way that will effectively engage consumers and not run afo

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Aug. 27 2012




Data and Frequency Capping Can Drive Better Media Buying: Q&A

Media planners have traditionally relied on measurements such as clicks and unique visitors to guide their online buys, but a combination of shifts in the metrics used, as well as frequency capping within and across ad networks, can significantly boost their programs

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Jul. 29 2012




Mobile Looms Large as Facebook Fights Branding Medium Label 1

There’s a lot more news in Facebook-land than just its recently announced financial performance. Nestled within the company’s very first earning report and related management call are a number of gems regarding how marketers can best make use of changes the social network is planning. Want a hint? Think mobile, and think it a lot.

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Jul. 16 2012




Marketing Data on IT Prospects Varies: Study

Buyers of high-tech offerings within organizations are a highly sought market, and a new study from Bernice Grossman and Ruth Stevens offers insight into the various sources of prospecting data available on them.

“An [information technology] buyer is a big buyer,” says Grossman, president of marketing database consultancy DMRS Group. “They buy a lot, and multiples of the same. And those are becoming such important titles as we move into a digital world that those titles are becoming databases in and of themselves.”

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Jun. 13 2012




Q&A: Creating a Winning B2B Landing Page 1

The rules for landing pages are different in the business-to-business (B2B) arena than they are for consumer marketers. Adam Blitzer, co-founder and COO of Pardot, discusses how what marketers should be aware of, and how they can make the most of these differences.

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Jun. 02 2012




Microsoft’s Windows 8 Makes Online Tracking Opt In. Deal, Marketers 4

There's a throwaway line in Microsoft's Windows 8 preview announcement that could completely overhaul online data collection.

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May. 09 2012




Web Analysis Proves Big Businesses are Viable for Avery Office Products 4

Avery Dennison’s business-to-business salespeople were convinced large companies were not visiting its website. Analysis showed differently.

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May. 04 2012




Pre-ranking Leads Maximizes Expensive Sales-Staff Efforts

Lead scoring proves valuable in the business-to-business (B2B) marketing space, where salespeople’s time is money.

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Apr. 09 2012




FTC Calls For Legislative Oversight of Data Brokers

The Federal Trade Commission has issued a report recommending, in part, that data brokers offer consumers greater transparency into, and control over, data collected and stored. The report also recommends a central web site where consumers can learn about data compilers by name, understand their proceesses, and exercise rights of access to their data.

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Mar. 28 2012




Synonym-Aided Search Boosts Guess’s Website Performance

Shoppers have thousands of ways to ask for products they want. But if a marketer’s website can’t recognize those requests, the opportunity to make a sale vanishes. Guess Inc. is using a new website platform that recognizes a wide variety of synonyms entered into search engines to direct prospects to relevant offerings.
The fashion marketer’s organic search efforts have paid off, attracting customers more likely to want specific products–and pay premium prices for them–rather than pulling in bargain hunters.

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Mar. 19 2012




Lead Management (And Data) Practices Vary Among B2B Marketers 1

A new study shows business-to-business marketers vary greatly on their lead generation, lead nurturing and lead evaluation practices.

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