On B2B Marketing | Ben Hanna

Selecting a Marketing Automation System Requires Looking Beyond Features

Ben Hanna — Mon, 10 May 2010 16:15:52 +0000

Currently seeking a marketing automation system to improve your B2B lead generation and lead nurturing process? If so, look beyond the feature comparison charts to make sure you understand solution providers’ customer service orientation, online help and training resources, process for rolling out new features/versions/bug fixes, and whether or not you’re impressed with their ability to develop YOU as a prospective customer through automated means.

Why B2B Social Networks MAY Deliver the Most Effective Ad Targeting

Ben Hanna — Wed, 05 May 2010 16:46:03 +0000

I’m fascinated by targeted online banner advertising…mostly because today’s ad networks aren’t anywhere close to delivering excellent targeting for B2B lead generation. So when a great example comes along, as I experienced this morning on LinkedIn with an ad for CMO.com, it’s worth calling out to illustrate why B2B social networks such as LinkedIn have the data necessary for B2B lead generation to become a natural outgrowth of Internet usage rather than intrusive advertising.

4 Scary Facts to Shake Up Your B2B Online Marketing Strategy

Ben Hanna — Mon, 03 May 2010 20:32:24 +0000

Like a good B2B online marketing challenge? I hope so, because the massive contraction in the count and type of business buyers over the past year promises a highly competitive future for B2B marketing online. Last month, while doing a deep dive into the online behavior of U.S. business buyers using comScore Plan Metrix, I found came across four scary facts for any B2B marketer that hasn’t been keeping a close eye on target audience trends.