Paul Mosenson

I’m a former Media Director at an ad agency.  For years I planned and implemented media strategies for a multitude of clients.  I still do when my clients ask me; radio, television, print, outdoor, etc.  I currently manage some digital media buys and paid search campaigns, but I don’t include my rates and fees on a cost-per-conversion report.  So let’s remove salaries and time fees from any social media ROI calculation. OK?

If you’re going to count the time and rates to engage, listen, and monitor social media as part of your ROI calculations, then you’d better start applying that same logic to your paid search agency, your digital agency, your ad agency, internal marketing staff, and any marketing consultants.  To go further, do you calculate the ROI of networking? Conferences?  I don’t believe the cost of doing a job should count into ROI calculations. I say stop the insanity.  Let’s keep these measures apples-to-apples....

LinkedIn and Twitter provide unique advertising opportunities for those who wish to target messages towards those audiences within these networks.  If you’re buying online display for lead generation, you should consider social media advertising opportunities. Below is a basic primer on the options for larger businesses who wish to take advantage and test these channels.

LinkedIn
 
I’m not going to discuss self-serve pay-per-click ads, as they are self-explanatory. Rather, I will review the larger-scale options, purchased on a cost-per-thousand (CPM) level. 
Targeting
Ads can be targeted towards very specific audiences.  You can target LinkedIn ads by

• Job function
• Seniority
• Location
• Company Size
• Education
• Interests
• Groups

 
Units
Three display units are available.

• 300 x...

As we head into the winter months and most of us aren’t out as much, it’s a good time to catch up on some good reading material.  B2B lead generation and lead management is a complicated process that can’t be detailed all in one book.  If you’ve toured the NuSpark Marketing website, it’s evident that proper funnel optimization and lead management approaches must focus on the specific micro elements of the funnel in order for the entire lead generation process to work seamlessly.  It’s easier said than done which is why firms like mine exist, to implement proper lead generation tactics that build revenue.  By reading books from the best thought leaders in the country, a tremendous amount of insight, strategies, and tactics can be reviewed, and hopefully implemented in your firm. 

Below are a variety of books that I consider the cream of the crop in b2b marketing...

Remember advertising?  Remember media plans?  If you believe all those social media experts and SAAS platforms, you’d think advertising has gone away.  Don’t believe it.  Marketing has always been about crafting a relevant message and distributing that content via the channels where your target audience spends time learning about his/her industry.  The channels have changed over the years; but the basic marketing principles remain. 

Let’s look at the mind-set of potential buyers of a b2b complex solution (with 6-18 month buying cycle, provided they enter the funnel in the first place).

I use search engines because:

• I’ve uncovered a business need, and want to research solutions

SEO marries the user queries with my solutions

Paid search attracts immediate inquiries...