Every B2B marketer has heard this outcry: "These leads suck." 

In this first-ever edition of “Dish on B2B,” I sat down with Sarah Albright, BNJ Marketing Technology Manager, and Ben Forsberg, BNJ Senior Web Developer, to talk about lead generation, the whole quantity versus quality debate and what can we do, as marketers, to improve our lead generation efforts overall. Some of our ideas may surprise you, for example, we should be thinking about:

- Demand Suppression as much as we think about Demand Generation.
- Ways in which buyers research and qualify themselves, and how our marketing efforts can get in the way.
- How, occasionally, great content may be delivering lower quality leads.
- Smarter use of data can improve quality and effectiveness.

Dish on B2B: When Marketing Obstructs Leads

Let's talk about context. In this episode of Dish on B2B, Eric Wittlake, Babcock Jenkins Sr. Director of Media, shares what context means to Babcock Jenkins and why it’s important to us as marketers today.
 
Angela Earl, Marketing Operations Excellence Practice Lead, discusses who's using context well and how we can get started – with just one data point.

Dish on B2B: Making Context Actionable

Although Account-Based Marketing has been around for more than a decade, we continue to see marketers struggle to move theory into action. In this edition of Dish on B2B, Eric Wittlake and Charm Bianchini, Senior Director, Enterprise Marketing, at Marketo, discuss practical steps to get your ABM programs off the ground and into market. 

Dish on B2B: Move Your ABM Plan Into Action

If you think data security is IT’s responsibility, you’re mistaken. As Chris Fisher, Senior Director of Marketing at Tripwire, explains, “We collect data every day, and the quantity and quality of the data presents opportunities for hackers. It’s a big risk to an organization’s brand. As a marketer, we must be aware of our contribution of that risk.”

More to the point, a major data breach can be a blow to your brand. A CMO may have to spend six months repairing damage, instead of moving forward with their revenue-driven goals.

Chris outlines some of the things we can do to protect our data and our brands.

Dish on B2B: Information Security and Responsibility for Marketers

Data is all around us, but most of us are missing out on it’s potential.

In this edition of Dish on B2B, Eric sits down with Jeff Hardison, VP of Marketing and Lytics and Craig Schinn, Senior Director, Solutions Consulting at Lytics (and also a Lytics client at his previous company).

Through a proprietary customer data platform, Lytics empowers their clients to develop personalized, customer-centric marketing experiences. These guys are passionate about data, and it shows, especially in the 360-degree view of customers and personalized interactions that they offer their clients.
 
So, what’s the opportunity for marketers? In this podcast, Jeff and Craig discuss  how Lytics offers to access first party data and unify it for predictive marketing. Marketers have wanted to access 1st party data in this way for a long time, and now the technology has made it possible.
 
Let’s take a listen to hear how Lytics can help you tackle your data potential. 

BabcockJenkins