Lead Generation

Blog

A lead is no longer just a lead

Complex, multistage buying funnels are shaping our concepts of paid, earned and owned media – and killing the concept formerly known as lead gen. Here's what publishers need to do about it Full Story

by Edward Grossman

October 29, 2012

• Targeting
• Lead Generation

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How data-driven content marketing changes the game

Marketing automation software and other tools allow publishers to unlock the power of all the data they’re collecting. Harvested, aggregated and assimilated lead data can provide insights about the most effective content for driving conversions. Full Story

by Mary Wallace

September 7, 2012

• Marketing services
• Behavioral targeting
• Lead Generation

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How to serve marketers' lead-nurturing imperative

Today’s B2B marketers require every bit of detail they can get on a prospect’s demographics and where they currently fall in the purchasing cycle for a product or service. Media companies and marketing service organizations have an opportunity to package and deliver the new insights clients need. Full Story

by Tom Smith

July 31, 2012

• Marketing services
• Lead Generation

Blog

B2B media's missed opportunity: behavioral targeting

A behavioral database can help B2B publishers build a virtuous revenue cycle. So why haven't more companies implemented one? Full Story

by Matthew Shanahan

December 21, 2012

• CRM
• Behavioral targeting
• Lead Generation

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Tech publisher ZDE acquired by online marketer

Lead-gen specialist QuinStreet acquires the publisher of eWeek, CIO Insight and other longtime tech titles. QuinStreet says the purchase enhances its performance marketing position. Full Story

by Rob O'Regan

February 6, 2012

• Marketing services
• Lead Generation
• Business models

Blog

4 ways to monetize digital editions

With a myriad of digital magazine software platforms emerging, choosing the best digital magazine publishing strategy for your brand has never been harder. But there's also never been a better opportunity to generate revenue from digital editions - including your archives. Full Story

by Don Nicholas

October 21, 2011

• Tablet Publishing
• Content Strategy
• Lead Generation

Blog

The savvy salesperson's marketing edge

The line between marketing and sales in publishing continues to blur as digital campaigns become increasingly intricate and time-consuming to manage. Salespeople are in an unprecedented position to strengthen their business relationships with marketing services. Full Story

by Kat Heisler

July 19, 2011

• Job skills
• Advertising
• Lead Generation

Blog

5 additions to your marketing services portfolio

Marketing services are becoming a more important part of any publisher’s playbook. Here are five emerging products and services that media companies can build into their custom offerings. Full Story

by Rob O'Regan

May 5, 2011

• Social Media
• Ad networks
• Business models

Blog

Custom publishing continues digital growth

The hype over custom publishing isn't ending anytime soon as marketers spend more on custom media projects. IDG and The Atlantic are two publishers turning advertiser demand for original content a valuable revenue stream. Full Story

by Ellie Behling

April 8, 2011

• Custom media
• Marketing services
• Lead Generation

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Expanding the product portfolio to capture new revenue opportunities

As marketers seek better targeting and more insights from digital campaigns, Edgell's Rob Keenan says B2B publishers will need to expand their business offerings. Full Story

by Robert Keenan

January 2, 2011

• Advertising
• Behavioral targeting
• Lead Generation