B-to-B Marketing: 9th Idea for 2014

B-to-B Marketing: 9th Idea for 2014

Webcasts and custom eblasts are at the top for lead generation. Our agency buys all types of online and offline lead generation programs, banners, various email ads, directory programs, etc. However, two programs consistently deliver the best response today across all media, for a wide variety of clients: webcast and custom enewletter programs. In fact, when we do our year-end analysis of cost/lead, cost/impression and cost/click results, those are the two ad programs that always seem to be the top performers. It’s likely due to the nature of our engineering audiences, engineers value the tutorial nature of these programs, the problem-solution format of so much of this content. Their time is limited, of course, but when we present them with valuable information to help them do their jobs better, they’ll tune in and enter our prospect funnel by sharing their lead information with us.

About the Author:

Joel Goldstein, President

Joel Goldstein, a proud graduate of Kent State University, is the president of Goldstein Group Communications, the agency he founded in 1992. While the agency has evolved during the years from its initial roots as a PR agency to become a full-service lead generation and branding firm, GGC has remained consistent in its focus on serving B2B companies that have some degree of technical or engineered content. Joel drives the agency’s strategy with a particular emphasis on incorporating new technology tools to drive improved performance, a focus on “Measurably Better Results” that has formed the foundation of the agency since its early days.