|By Ardath Albee||
|February 12, 2014 12:37 PM EST||
I just read the State of B2B Lead Generation report from Buyer Zone and I have to say that my heart sunk a bit. That nearly 50% are sending inquiries directly to sales as "leads" was disheartening enough. But when asked where they'd spend budget if they had money to burn, the answer from 31% of B2B marketers was to buy more leads. The majority of marketers said that increasing lead quantity was the key to their success.
If you haven't guessed - the remainder of this post is a bit of a rant. Fair warning.
Have we learned nothing? Do marketers walk around with blinders on? Or is it wishful thinking that force feeding our funnels can solve all of our problems?
Somehow this notion makes me feel kind of slimy. Like marketers are pandering to a B2B Lead Slave Trade where buyers are bought and forced to endure marketing and sales hell until they can break free of the shackles of this inhumane treatment.
Okay, so I'm being a bit dramatic. But, do you like it when you end up on the receiving end of emails from companies you've never heard of or given permission to hear from about stuff you have no interest in?
Do you enjoy downloading a paper and getting called from a clueless salesperson to "follow up with a demo" when you were simply interested in the topic of a white paper?
I thought not. So why is it we still feel like this is the way to go? It's kind of one of those "do unto others" things. But, for some strange reason we act like it doesn't apply to marketing.
I'm going to start by blaming the CMO, CSO and executive team. Until marketing performance is graded on quality, rather than quantity, you're driving the B2B Lead Slave Trade.
What the Buyer Zone report found is that B2B marketers are actually getting pretty good at generating their own leads but feel that they've exhausted their internal skills to amplify the volume, so they resort to buying them. You're selling yourselves short; taking the easy way out.
I'd argue that if the leads generated were really leads, marketers wouldn't have this problem. Although marketers in mid to large companies say they're tracking qualification and close rates, it appears they're doing this more as bystanders than as active participants with accountability. (See the immediate turnover of leads to sales above)
So now it's time to assign blame to marketers perpetuating the crime. It's not okay to abdicate yourself from your participation in the B2B Lead Slave Trade by taking a hand's off approach as you toss leads over the wall and rely on sales to sentence them to hard labor as they seek to reach the number. Your hands are still dirty.
Set Your Slaves Free
Buying leads is lazy. It's all about you and nothing about them. The hard part about marketing in this noisy world is that attracting attention and then sustaining it isn't for the faint of heart. It takes hard work, dedication and a buyer-first mindset. But it's worth it.
When you create and share ideas that your target audiences need and want, they will opt in willingly to get more. They'll be interested in dialogue to learn more about the expertise your company brings to help them achieve elusive objectives. A lead isn't created in one touch - not usually. Just like you don't become best friends when you meet someone the first time.
In the report, the company website barely eked by lead generation services as the number one source of leads. I guarantee you that you have not exhausted the potential of that property to generate leads. You're probably not even close. The same is likely true for email, social media, SEO and word of mouth - ranked 3 - 6.
Instead of buying your way to lead quantity, it's time to focus on improving your skillsets and market approaches for gaining attention and sustaining engagement to improve lead quality. Roll up your sleeves and get to know your buyers. The buy and toss method doesn't help you do this.
There May Be a Bit of an Upside...
B2B marketers were asked, "Looking ahead, what will be the key game changer for the future of lead generation success?
First response by 21.1% was increasing the quality of leads. Lead nurturing came in second with 12.8%.
Kudos to one fifth of marketers for at least knowing they're not hitting the high notes. The remaining 79% may be in serious trouble as buyers continue to fight for their freedom.
NHK, Japan Broadcasting, will feature the upcoming @ThingsExpo Silicon Valley in a special 'Internet of Things' and smart technology documentary that will be filmed on the expo floor between November 3 to 5, 2015, in Santa Clara. NHK is the sole public TV network in Japan equivalent to the BBC in the UK and the largest in Asia with many award-winning science and technology programs. Japanese TV is producing a documentary about IoT and Smart technology and will be covering @ThingsExpo Silicon Val...
Apr. 30, 2017 03:45 AM EDT Reads: 9,434
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Apr. 30, 2017 03:30 AM EDT Reads: 6,233
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
Apr. 30, 2017 02:45 AM EDT Reads: 1,756
The age of Digital Disruption is evolving into the next era – Digital Cohesion, an age in which applications securely self-assemble and deliver predictive services that continuously adapt to user behavior. Information from devices, sensors and applications around us will drive services seamlessly across mobile and fixed devices/infrastructure. This evolution is happening now in software defined services and secure networking. Four key drivers – Performance, Economics, Interoperability and Trust ...
Apr. 30, 2017 01:45 AM EDT Reads: 1,087
SYS-CON Events announced today that CollabNet, a global leader in enterprise software development, release automation and DevOps solutions, will be a Bronze Sponsor of SYS-CON's 20th International Cloud Expo®, taking place from June 6-8, 2017, at the Javits Center in New York City, NY. CollabNet offers a broad range of solutions with the mission of helping modern organizations deliver quality software at speed. The company’s latest innovation, the DevOps Lifecycle Manager (DLM), supports Value S...
Apr. 30, 2017 01:15 AM EDT Reads: 1,453
With billions of sensors deployed worldwide, the amount of machine-generated data will soon exceed what our networks can handle. But consumers and businesses will expect seamless experiences and real-time responsiveness. What does this mean for IoT devices and the infrastructure that supports them? More of the data will need to be handled at - or closer to - the devices themselves.
Apr. 30, 2017 12:15 AM EDT Reads: 1,202
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
Apr. 29, 2017 11:15 PM EDT Reads: 9,243
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
Apr. 29, 2017 10:45 PM EDT Reads: 1,821
Multiple data types are pouring into IoT deployments. Data is coming in small packages as well as enormous files and data streams of many sizes. Widespread use of mobile devices adds to the total. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the tools and environments that are being put to use in IoT deployments, as well as the team skills a modern enterprise IT shop needs to keep things running, get a handle on all this data, and deli...
Apr. 29, 2017 10:30 PM EDT Reads: 2,782
Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the USA and Europe, we work with a variety of customers from emerging startups to Fortune 1000 companies.
Apr. 29, 2017 10:15 PM EDT Reads: 2,611
Financial Technology has become a topic of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 20th Cloud Expo at the Javits Center in New York, June 6-8, 2017, will find fresh new content in a new track called FinTech.
Apr. 29, 2017 10:00 PM EDT Reads: 2,648
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 20th Cloud Expo, which will take place on June 6-8, 2017 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 add...
Apr. 29, 2017 09:30 PM EDT Reads: 2,290
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound e...
Apr. 29, 2017 09:30 PM EDT Reads: 2,561
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
Apr. 29, 2017 09:15 PM EDT Reads: 1,583
SYS-CON Events announced today that Grape Up will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...
Apr. 29, 2017 08:30 PM EDT Reads: 2,466
@ThingsExpo has been named the Most Influential ‘Smart Cities - IIoT' Account and @BigDataExpo has been named fourteenth by Right Relevance (RR), which provides curated information and intelligence on approximately 50,000 topics. In addition, Right Relevance provides an Insights offering that combines the above Topics and Influencers information with real time conversations to provide actionable intelligence with visualizations to enable decision making. The Insights service is applicable to eve...
Apr. 29, 2017 08:15 PM EDT Reads: 3,112
SYS-CON Events announced today that Hitachi Data Systems, a wholly owned subsidiary of Hitachi LTD., will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City. Hitachi Data Systems (HDS) will be featuring the Hitachi Content Platform (HCP) portfolio. This is the industry’s only offering that allows organizations to bring together object storage, file sync and share, cloud storage gateways, and sophisticated search an...
Apr. 29, 2017 07:30 PM EDT Reads: 840
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
Apr. 29, 2017 07:15 PM EDT Reads: 1,380
@GonzalezCarmen has been ranked the Number One Influencer and @ThingsExpo has been named the Number One Brand in the “M2M 2016: Top 100 Influencers and Brands” by Analytic. Onalytica analyzed tweets over the last 6 months mentioning the keywords M2M OR “Machine to Machine.” They then identified the top 100 most influential brands and individuals leading the discussion on Twitter.
Apr. 29, 2017 07:00 PM EDT Reads: 1,573
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
Apr. 29, 2017 05:15 PM EDT Reads: 1,606