Capturing Purchase Intention: The “If”s and “When”s of B2B Lead Gen
Posted June 23rd, 2017
The dictionary definition of intention is: “An act or instance of determining mentally upon some action or result.” In the context of B2B lead generation, we talk about intention in terms of whether – and when – a decision maker or influencer plans to purchase a specific type of technology solution. Granted, it’s hard to read people’s minds. The best we can do is ask them about their role and responsibility in the decision-making process and also their plans for making the decision as far as timeframe. In the next 6 months? In the next 6-12 months? We do this in the last field of the lead capture form they are required to complete in exchange for gaining access to the desired content asset — e.g., a Smart Decision Guide. Do people answer honestly? In our experience, the answer, in most cases, is a resounding “yes.”
Content Marketing Tactics: Imitation is the Sincerest Form of Flattery
Posted April 2nd, 2017
Sometimes, as they say, the pioneers are the ones with arrows in the back. Astute B2B marketers recognize that improving the outcomes of their content marketing campaigns means learning from others – preferably, from other companies operating in the same competitive arena. Marketers need to understand what works and what doesn’t in terms of tactics, tools, channels and content assets.
It only makes sense, therefore, to closely observe and emulate the practices of top-performing companies. In fact, according to preliminary research for The 2017 Benchmark Report on B2B Content Marketing and Lead Generation, which publishes next month, 72% of B2B content marketers indicate that they spend time benchmarking best practices in content marketing and lead generation. This helps them mitigate failure and replicate success stories in the context of their own content marketing activities.
Fewer Than One-Third of B2B Companies Use Social Data to Improve Content Marketing
Posted March 2nd, 2017
According to preliminary research findings for The 2017 Benchmark Report on B2B Content Marketing and Lead Generation, 0nly 30% of survey respondents report that their companies use social data (monitoring online conversation in social networks) to try to improve content marketing activities — e.g., by identifying more relevant topics and/or audiences. And only 24% say that their social listening efforts have been “somewhat successful” or “very successful.” More than half (56%) indicate that social data is not currently being used at their companies for content marketing purposes.
With New Benchmark Reports, Starfleet Media Broadens Its Scope
Posted February 15th, 2017
By consistently delivering high quality content and qualified leads through our Smart Decision Guide titles, Starfleet Media has earned a reputation as the leading provider of content marketing programs for leading solution providers in selected niche markets. These markets have been vertical in nature – namely, hospitality, retail and healthcare. But with the publication this month of The 2017 Benchmark Report on Application Performance Management, along with several other recent benchmark report titles, we’re continuing to expand our research coverage to include topics that are horizontal, or cross-industry. Without exception, these topics speak to emerging business trends and rapidly-evolving technology capabilities that are of paramount importance. Application Performance Management, which is pertinent to every application development and operations team as well as every database system administrator charged with maintaining the uptime of both internal and external IT systems in their organizations, regardless of industry, is a perfect example.
Take the Survey and Learn How B2B Companies Have Evolved their Content Marketing Capabilities
Posted December 11th, 2016
We’re going all out for the next edition of our benchmark report on B2B content marketing and lead generation, expanding the scope of the survey questions and nearly doubling the sample size of the qualified participants. To liven things up, we’re also revamping the design and populating the pages with an animated cast of characters.
Set to publish in April, The 2017 Benchmark Report on B2B Content Marketing and Lead Generation will offer fresh insights into how B2B companies have evolved their content marketing and lead generation capabilities over the previous year. It will also uncover their plans for the future, including specific business outcomes they aim to achieve in terms of key performance metrics. Click here to take the survey that serves as the basis for the research.
Gated Content: A Stern Warning from a Medieval Guard
Posted September 17th, 2016
At Starfleet Media, we’re generally in the business of licensing high-value content assets, including Smart Decision Guides, co-branded eBooks and Benchmark Reports from Starfleet Research (our IT market research arm), to other B2B companies, and not the other way around. But when we came across a recent post from Tom Fishburne, a “career marketer and cartoonist,” that highlighted some of our market research on content marketing and lead generation along with his cartoon depicting an encounter between a modern-day decision maker and a medieval guard, we decided that it was our turn to acquire licensing rights to a content asset.
Seven Tactics for Leveraging the Licensed Version of a Smart Decision Guide
Posted June 23rd, 2016
A large part of the value of the Smart Decision Guide program is the guaranteed-number-of-qualified-leads component. Because the leads are typically generated through inbound marketing tactics and carefully scrubbed (based on buying intention info and other target prospect criteria), they tend to have much higher-than-average conversion rates. Another large part of the value of the program is the licensed version of the Smart Decision Guide, with the underwriter’s logo only on the cover and company profile page only in the appendix. The benefits of this valuable content asset can’t be overstated. Yet not all participating solution providers take full advantage of it.
Some solution providers showcase their licensed version on their homepages and in their blogs and resource libraries. They distribute copies at industry trade shows. They email it as an attachment to prospects. And they use it as the basis for any number of other content marketing activities, including email blasts and third-party syndication, resulting in dozens or hundreds of additional leads for their sales pipeline. We are always pleased to see solution providers maximizing their investments in the Smart Decision Guide program by putting their licensed versions of the content asset to good use.
LinkedIn Highlights Research from Starfleet Media in eBook on Content Marketing
Posted April 18th, 2016
A new eBook, produced and distributed by LinkedIn, offers perspectives and insights from a variety of recognized sources on the art and science of content marketing. We’re pleased that this ambitious, 108-page endeavor, called The Sophisticated Marketer’s Guide to Content Marketing, includes some of Starfleet Media’s own benchmark research findings to help further educate “sophisticated marketers.” The eBook is recommended reading for any content marketing professional, whether they are just starting down the path or already a seasoned expert, and a nice complement to The 2016 Benchmark Report on B2B Content Marketing and Lead Generation, which publishes later this quarter.
The Role of Synergy in Content Marketing Success
Posted March 30th, 2016
Harnessing the power of synergy to drive marketing success is hardly a new concept. In fact, the concept goes back many decades. The Walt Disney Company, in particular, is often cited as a pioneer in creating a synergy-driven marketing advantage, licensing and cross-promoting properties across its vast network of movies, TV shows, toys, video games, books, clothing, soundtracks, and theme park rides. Importantly, this notion of a synergy-driven marketing advantage is applicable in the context of B2B content marketing and lead generation and for the purpose of raising overall brand visibility.
A Look Ahead — and an Invitation to Participate in the 2016 Benchmark Report on B2B Content Marketing
Posted December 23rd, 2015
It’s been a busy year of helping dozens of leading B2B solution providers meet their content marketing and lead generation goals and successfully grow their client rosters — in some cases, by orders of magnitude. As 2015 draws to a close, we’re gearing up for a new year in which we will broaden the scope of our research practice areas to include several new industry verticals, including financial services, construction and healthcare (starting with The 2016 Smart Decision Guide to Medical Practice Management Solutions). Also, with the launch of Starfleet Research, our IT market research arm, we will begin publishing additional types of content assets to help educate the marketplace and enable decision makers to make smarter decisions.
We’re also looking forward to the release, in June, of The 2016 Benchmark Report on B2B content Marketing and Lead Generation. The annual report has emerged as a definitive resource for B2B marketers. For us, it’s always a thrill to have a front-row seat to the innovation that is taking place in the world of B2B content marketing and our fingers on the pulse of how marketers are allocating their marketing spend and achieving success. To participate in the survey that serves as the basis for the research, please click here.
Assessing the Primary Objectives for B2B Content Marketing
Posted September 3rd, 2015
According to our latest research findings, 89% of B2B companies invest in content marketing primarily to acquire new customers while only 34% do so primarily to retain existing customers. For 23% of companies, the objectives around acquisition and retention are perceived to be equally important when it comes to content marketing initiatives.
The fact that B2B companies are more than 2.5-times more likely to be focused on using content marketing for new customer acquisition than for customer retention purposes is telling, and it informs everything from content development to promotional tactics. Incidentally, this ratio has not changed significantly in the past year.
Embracing the Scientific Method to Improve Content Marketing Campaign Results
Posted August 7th, 2015
Sir Francis Bacon, the Renaissance-era statesman and philosopher, described “the scientific method” as the development of a hypothesis, the design of experiments to test it, the analysis of the results and the subsequent rethinking of the original thesis.
He viewed it as “a light that would eventually disclose and bring into sight all that is most hidden and secret in the universe.”
Fast forward to W. Edwards Deming, a celebrated professor of statistics and an influential force in the rise of Japanese industry after World War II. He was among the first to apply the tenets of the “scientific method” in the context of business.