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 Lead Generation

Publishers Clearing House acquires mobile firm Liquid Wireless

January 11, 2012

Direct marketer Publishers Clearing House has acquired mobile marketing company Liquid Wireless. Publishers Clearing House CEO Andy Goldberg said the acquisition closed "before Christmas" but declined to disclose terms.
 

Incentives can fuel the idea

Flora Caputo, VP, executive creative director, Jacobs Agency January 10, 2012

Incentives are often the lesser concern when developing a direct marketing campaign, but can help companies make headway in getting in front of prospects.
 

Tate & Lyle launches b-to-b direct mail, email campaign

January 04, 2012

Agribusiness manufacturer Tate & Lyle is launching a b-to-b direct mail and email campaign this week to promote and generate leads for its new brand of sweetener, called Purefruit.
 

Q&A: Dave Scott, founder and CEO, Marketfish

October 25, 2011

Dave Scott, founder and CEO of list marketing and lead generation firm Marketfish, talks about how traditional list marketing tangles up small agencies and what his company is doing about it - and about meeting the challenge of reaching the 65-year-old, left-handed golfer in Boca Raton, Fla.
 

Lead gen game: do lots of little things right

October 01, 2011

Generating qualified, sales-ready leads is often a primary objective for b-to-b direct marketers. The good news is that direct marketing, if done right, is one of the most effective ways to generate, nurture and qualify leads.
 

Q&A with Christa Carone, CMO of Xerox Corp.

August 01, 2011

Christa Carone discusses Xerox's b-to-b client retention strategy.
 

Live chat tools boost customer service, lead generation for online marketers

David Ward August 01, 2011

As live chat has improved due to advancing technology and a better understanding of how and when consumers want text-based contact, its role for online companies has expanded beyond simple customer service to include lead generation and customer-relationship management.
 

Tips for measuring ROI in a b-to-b campaign

August 01, 2011

Gauging the effectiveness of marketing continues to be a challenge, but this is especially true of companies whose marketing activities support retention or upsell within existing accounts. But vague metrics can become manageable once marketers set specific goals.
 

Effective tips for b-to-b social media plans

Chris Chariton, VP of supplier marketing and marketing services, GlobalSpec June 01, 2011

Most b-to-b marketers continue to be challenged with finding the very best direct and digital marketing strategy — one that is effective and appeals to the right constituents within organizations — while not breaking the bank on the marketing budget.
 

Mardevdm2 repositioning highlights new capabilities

May 26, 2011

Mardevdm2 is conducting a b-to-b campaign to promote its transition from a traditional list services company to a service provider offering a wider range of services. The firm, a subsidiary of Reed Business Information, enlisted the help of Branddeli, a UK-based ad agency, to emphasize the services the company had added in recent months.
 

Brands enhance lead generation strategies

May 01, 2011

Marketers' lead generation tactics have grown more sophisticated. They are spending more time nurturing and scoring leads in favor of quality, a move away from the days of buying up big lists and collecting business cards.
 

Tracking leads

May 01, 2011

Marketers employ a broad spectrum of behavioral tracking techniques to differentiate good leads from bad leads, effective campaigns from ineffective campaigns and 
to establish the best way to respond in either circumstance. Analyzing email click-through, email open rates, time on site and page views are among the many different statistics accessible today to qualify leads.
 

Rage against the dying of the light: The Publishing Business Conference and Expo 2011

April 05, 2011

Four magazine experts discussed the battle of digital versus print, how to engage consumers across channel, and the future opportunities of online publishing. If the conversation sounds eerily familiar to the ones discussed by marketers everyday, trust me, it was.
 

Gartner CRM lead management report predicts an improving business landscape, rates top companies

March 29, 2011

The lead management industry appears to be accelerating, according to a recent Gartner study. Find out which lead management companies are the most and least promising.
 

Burleigh named Cloud9 CEO

March 15, 2011

Cloud9 Analytics, an on-demand sales forecasting and pipeline management services company, has named Jim Burleigh CEO, the company said March 15. He replaced Swayne Hill, who will become SVP of global field operations and report directly to Burleigh.
 

Better lead scoring improves conversions at e-mail services vendor

January 26, 2011

As director of demand generation at Bronto, it's Sally Lowery's job to show her bosses a tangible return on ad spend at the end of every quarter. After all, Bronto, an e-mail marketing services provider, knows a thing or two about marketing software.
 

Go further in customer loyalty practices to build brand

Christopher Petix June 30, 2010

The American businesses that have the strongest bottom lines right now are those that enjoy the strongest brand loyalty.
 

Avectra's nurturing approach

Chris Daniels June 18, 2010

DMNews speaks with Avectra's director of marketing, Melissa Davies, and Mac McIntosh, a b-to-b specialist who consults on lead gen for the association management software provider
 

Case Study: An integrated approach to lead generation

June 07, 2010

A Texas hamburger restaurant chain texts its way to a 214% ROI
 

What do you do to train your lead generation professionals?

Kathy Rizzo, VP of marketing, TeleNet Marketing Solutions June 07, 2010

Training can't be "one size fits all." Training needs to match specific program needs, as well as the lead generation professional's skills. We divide our lead generation agents into three skill levels.
 

Reduce buyer risk to increase lead generation

June 07, 2010

The CMO of transportation and logistics company Con-way, on refining lead gen for a 'stickier' brand
 

Traditional lead gen tactics still drive sales

June 07, 2010

I watched a syndicated re-run of the popular sitcom "The Office" last week. This episode pits Michael Scott, regional manager at Dunder Mifflin, against his former temp and new boss, Ryan.
 

DMNews talks with Deb Swider, e-marketing director, ASPCA

May 17, 2010

Deb Swider, e-marketing director, member communications at the American Society for the Prevention of Cruelty to Animals (ASPCA) explains how the organization turned around its e-mail open rates
 

LendingTree parent to launch multivertical lead-generation site

February 24, 2010

Tree.com, parent company of loan comparison engine LendingTree, will launch a pay-per-performance customer acquisition channel in this year's second quarter. At the Web address Tree.com, the site will aggregate vendors in the education, automotive, personal finance, home services, real estate, health and insurance verticals.
 

Dating sites launch sweepstakes to gain members before Valentine's Day

January 20, 2010

Dating sites Date.com, Matchmaker.com and Amor.com have launched a pre-Valentine's Day campaign, partnering with Internet celebrity and philologist Marina Orlova to give registrants the chance to win a date with the Web celebrity.
 

Geotargeted banner ad growth attributed to lower priced leads

December 01, 2009

Geotargeted banner ad revenue is expected to grow 16.6% to $1.04 billion in 2009, according to BIA/Kelsey in its Interactive Local Media spending forecast. Double digit growth continues in 2010. Geotargeted display will increase 13.1% next year to a total of 1.18 billion. By 2013, it will swell to $1.9 billion, a compound annual growth rate of 16%.
 

New Avenues for Acquisition

Daniel Stepanic, marketing director, C.TRAC Information Solutions November 30, 2009

Acquisition today is tougher than ever before, beyond simply building the perfect prospect list. With over 14 states now engaged in some form of do-not-mail legislation, smart b-to-b and consumer marketers are re-thinking the entire concept of engaging leads and acquiring new customers.More than a platform for the exchange of information, the most successful acquisition projects of 2010 will be those that call upon the aid of search engine optimization (SEO) strategies and homepage opt-ins, word of mouth, social networking and blogging tools and strategies.
 

Hoveround chooses iMarketing for SEM and lead gen

November 30, 2009

Motorized wheelchair maker Hoveround is working with iMarketing Ltd to increase its online presence through search engine marketing (SEM) and cost per acquisition (CPA) campaigns. Jeffrey Hilton, director of marketing at Hoveround, said the companies launched their first campaign together on October 26.
 

ASPCA adds to database via pro-bono effort

November 16, 2009

Animal rights group ASPCA has added more than 1,000 e-mail addresses to its database since launching a lead-generation effort earlier this month. Lead-generation firm Pontiflex is executing the campaign pro-bono, after deciding to work on it instead of giving away free items at the Ad:Tech New York conference.
 

Mail is the workhorse of b-to-b marketing

October 26, 2009

Business-to-business marketers seeking hard-to-reach prospects and looking to address their pain points and know that direct mail provides key benefits as part of an integrated campaign. Four experts share how it's done