B2B Lead Generation

Demand generation and how to choose between lead generation programs and display advertising campaigns (Part 2)

Part 2: Running and evaluating your campaigns In Part 1 of this series, we compared lead generation and display advertising initiatives in terms of planning and set up. With that knowledge under your belt, let’s get into the logistics of actually running the programs and then look at the factors that will affect returns. The management Display can be managed by a small in-house team, or by your friendly neighborhood Ad Coordinator from eBridge Marketing Solutions…


By: Hartland Ross

Lead Generation Part 4 – Go It Alone

In previous posts in our series, we discussed various  lead generation strategies – form fills, content syndication and content syndication using webinars and white papers. The question then becomes, should you execute in-house or with the help of a marketing company. Many businesses choose to “go it alone” by leveraging internal resources in the hopes of saving on costs. However when going this route, there are various factors you really need to consider beyond just…


By: Hartland Ross

Lead Generation Part 3 – Webinars and White Papers

In the previous post in our series on lead generation, we discussed using content syndication to generate more leads for your business and important considerations when using this strategy. In this post we will discuss the two most popular types of online content syndication programs for lead generation: white papers and webinars. White Papers White papers, which are generally 8 to 12 pages long, are marketing communication documents that help to promote your product or…


By: Hartland Ross

Lead Generation Part 2 – Content Syndication

In the first post in this series, we discussed using form fills for lead generation. Our second installment is about content syndication, which is a popular B2B internet marketing strategy used to generate leads, and it relies on form fills too. How it works, is B2B websites showcase your assets (case study, white paper, recorded webinar, checklist, etc.) on a form fill page, and the website’s users must then disclose their contact details to access…


By: Hartland Ross

Lead Generation Part 1 – Form Fills

Lead generation is a huge part of business success and plays an important role in many internet marketing plans. All companies need to generate customer interest and inquiries about their products or services. There are many different ways that a business can generate those leads – some of which we will cover in this four part series. In this post, we will start with form fills. What is a form fill? Form fills involve having…


By: Hartland Ross

3 Ways To Grow Your Business – Part 3

In part 1, we looked at what most businesses tend to focus on – growing your customer base. In part 2, we discussed the potency of increasing the frequency of purchases. In this last segment, we will look at how to get your current customers to buy more from you, also known in the marketing world as up-selling and possibly cross-selling. How this is different from increasing purchase frequency is the emphasis on getting your…


By: Hartland Ross

3 Ways To Grow Your Business – Part 2

In part 1 of this series, we looked at the most common way that businesses tend to approach growth – by trying to get more customers.   Today, let’s take a look at the second way that companies can boost their business profits – increasing the frequency that current customers buy from you.   Contrary to the first way, which involves a huge investment of both time and money to reach these new potential customers,…


By: Hartland Ross

3 Ways To Grow Your Business – Part 1

I thought it would be a good time to relook at the 3 basic strategies that can be used to grow any business and yes this includes the hosting industry. These are not so much alternatives but strategies that should be used simultaneously. The first way is to grow your business by getting more customers. The second way is to increase how frequently these customers purchase from you and the third way is when they…


By: Hartland Ross

Should I Buy Customers or Grow Organically? – Part 2

Appetite for Risk Purchasing customers is certainly more risky than growing organically due to some of the areas I’ve mentioned. The upside however is growth is much faster and may give you a boost in market share and will ideally lead to economies of scale that may provide you with a boost to your bottom line. Access to Capital How do you intend to fund an acquisition? Generally it will require a significant upfront cash…


By: Hartland Ross

Should I Buy Customers or Grow Organically? – Part 1

“Should I grow my business through acquisitions or organically through marketing?” Sometimes I hear variations on this question – “I would much rather grow through acquisition than through marketing – it’s much less risky”. More and more frequently I am being asked some form of this question so I thought I would share some of my insights. There are a number of considerations to evaluate. This is not a comprehensive list but a few of…


By: Hartland Ross