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Cost Per Lead Vs. Cost Per Sale

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Guest post by Richard Bufkin.

Marketing a product or service costs money, and it is not always clear how beneficial a marketing campaign will be. Companies rely on a variety of metrics to help them see how sales and marketing produce financial benefits for the organization, whether the goal is to increase leads (which marketing controls) or sales (which relies on sales-marketing alignment).

Analyzing cost per lead vs. cost per sale

Image credit: Yan Krukau on Pexels

Analyzing cost per lead and cost per sale are both important, but are obviously functionally different metrics with unique use cases. Understanding how to use each one can provide you with valuable information in your next marketing or sales campaign.
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How to Maximize ROI with Email Marketing for B2B

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Guest post by Eduard Klein.

In B2B marketing, with the constant pressure to “do more with less,” optimizing return on investment (ROI) is crucial, especially regarding brand awareness.

How to maximize ROI with email marketing for B2B

Image credit: Pixabay on Pexels

You’ve probably seen studies and statistics on the enormous ROI (return on investment) that email marketing for B2B delivers compared to other tactics. But when you have limited money and time to spare, you want to be sure you’re spending it on the right strategies.

This post delves into ways to make sure your email campaigns bring the best results. Here are eight strategies to optimize your email marketing efforts and maximize your ROI.
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B2B Marketing Measurement and Buyer Behavior – 12 Findings from Demand Gen Reports

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“Uncertainty,” “turbulence,” and “tight economic times” are among the top terms impacting decision making for both B2B marketers and buyers. How is B2B buyer behavior changing in response this difficult environment? How is marketing measurement changing in response to these challenges?

Key findings from Demand Gen B2B marketing and buyer reportsTwo recent research reports from Demand Gen Report provide some vital answers and insights on trends.

The B2B Buyer’s Survey looks at how the buying process is changing and which marketing formats have the most impact. Demand Gen’s Marketing Measurement & Attribution Survey examines changes being made to increase the precision of marketing activities, noting the increased responsibility of marketing to drive revenue reported here previously.

Here are a dozen key findings from these two enlightening reports.
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How to Maximize ROI from Your Event Marketing Content

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Event marketing and content marketing are typically the two biggest line items in B2B marketing budgets. Too often, companies don’t capitalize on the synergies between these two practices. Those who can see a significant boost to ROI. Here’s how.

Most B2B enterprises allocate 30% or more of their total marketing budgets to events; more than a quarter (26%) spend 50% or more in that area. Meanwhile, the average B2B company spends 29% of its overall marketing budget on content marketing, with the best-performing firms spending upwards of 40%.

A2Z Virtual 2021 event stageNetting that out, most companies are spending between 60% and 70% of all marketing dollars on these two tactics. There is tremendous leverage to be gained by optimizing the use of both channels together.

Virtual event platform provider VII Events recently hosted a global virtual event dedicated to event marketing, A2Z Virtual 2021. Visit the event site and click on Roundtable 9 to see my full presentation on how to maximize ROI from your event marketing content.
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Search Engine Optimization THEN Blogging THEN Social Media Marketing

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By Peter Caputa.

I did a website analysis and custom demonstration for a local IT recruiting company recently.  This is a very successful company. They’re a leader in their field and they have a good number of recruiters working for them.

They’ve adapted to using online social networks (namely LinkedIn) to identify passive candidates in the last few years and it’s serving them well. If you know anything about recruiting, you know that identifying passive candidates (i.e., the ones not necessarily looking for a job) is the holy grail.

SEO blogging social media lead pipelinesThe theory goes that if someone is looking, they’re probably not the best candidate you can find. That’s certainly not always the case, of course. Nonetheless, many recruiting firms say they can find “passive candidates” and that’s their big selling point.

So, this recruiting firm is good at networking: online and in the real world.

But, they’re clueless when it comes to generating leads via their website.  Just like every other recruiting firm, they need to fill two pipelines. They need a pipeline of companies that want to hire them to recruit on their behalf. And they need a pipeline of candidates to fill those positions.

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