Monthly Archives: November 2011

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Conducting Research During the B2B Purchasing Process Just Got Easier.

This week, Madison Logic added the “Sign in with LinkedIn” button to all its landing pages, which allows business professionals to use their existing LinkedIn details to access relevant white papers, software

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downloads, free trials, webinars, podcasts and other assets that aid in their buying process.When clicking on the “Sign in with Linkedin” button, a user will give permission to Madison Logic and its partner sites to access their LinkedIn profile in order to receive the asset. For users that are tired of filling out registration forms, this eliminates the continuous process of having to type in the same business contact information.

LinkedIn has skyrocketed as the login of choice for business-to-business (B2B) sites over Facebook. According to Rachel Peterson, a spokesperson for LinkedIn, the usage of LinkedIn as a third party login option has increased from 3% to 20% in just over six months since launching their Profile API. Professionals may want to apply different profile data to business oriented sites and share that content with a different group of people than their Facebook friends. So what do these users look like that are using their LinkedIn login to access business targeted content?

The process behind the LinkedIn authentication is quite similar to those who are familiar with Facebook Connect. By adding the Log in with LinkedIn functionlity, we aim to:

- Increase user registration during the lead generation process

- Create trusted user authentication

- Speed up the Registration or Login process when business users access relevant resources that will enable more informed purchasing decisions

- Provide existing identity details to marketers – extremely import for lead generation.

The user will always have total control of the permissions granted and can revoke this permission through their LinkedIn account.

Marketers charged with generating leads for their organization see this as an opportunity to receive even more high quality leads from Madison Logic with ultimate confidence that the lead information is current. The hardest thing in lead gen is finding users that are in-market with the correct contact information. LinkedIn users already represent themselves with their real names and real identities.

“Our goal with “Sign in with LinkedIn” is to expedite the business professional’s access to relevant resources on premium web sites leading to more informed purchasing choices,” said Elke Wong, COO of Madison Logic. “For marketers, where lead quality trumps quantity, this is a game changer for lead generation.”

How does it work? A user wishes to access a technology white paper on one of Madison Logic’s Technology Partner sites, Data Center Knowledge. If the user has already registered, they can proceed to the login panel,

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or else proceed to the registration form and click on the “Log in with LinkedIn” button.

Once the user clicks on the “Log in with LinkedIn” button, a secure LinkedIn authorization form opens in a new window. If the user is logged into LinkedIn already it will ask the user to grant access to the specific application. Otherwise, it will ask the user to login to their LinkedIn account.

After the user grants access to the application, the LinkedIn window will close and grant access for Madison Logic to connect to LinkedIn and access the following details – First Name, Last Name, Position Title, Company, Location. These details will be used to auto populate the white paper registration form.

After the user has granted access for Madison Logic or its partner sites to access their LinkedIn profile, the white paper will be available for download.

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Infographic: The Difference Between B2B and B2C Marketing

Today’s infographic comes from the presentation given by Madison Logic SVP of Ad Programs, Tom Koletas, at this year’s LeadsCon event in New York City.

In his exhibition, What B2C Can Learn from a B2B World, Tom highlighted certain trends, priorities and central ideas existing within the B2B marketing sector that can be applied to various B2C marketing techniques.

 

 

 

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B2B Email Trends to Watch for in 2012

Mobile Expansion

As of July 2011, 40 percent of all mobile phones in use are smartphones. The number continues to grow every day, according to Nielsen research. Android is the king of the mobile operating system share with 40 percent of all smartphones, while Apple iOS is second with 28 percent.

It’s also clear that smartphone adoption isn’t going to stop there. Nielsen’s research indicates that the majority of mobile phone users are likely to upgrade to a smartphone and likely to choose an Android or Apple iOS device.

Continue to ClickZ for the rest of the story.
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Madison Logic Grows its Footprint in the UK & EMEA

Huson International Media, Sift Media, Tech Eye and Tech Touchstone join Madison Logic’s existing stable of leading EMEA publishing partners, including Dennis, EMAP, Haymarket, and Incisive Media.

New York- November 30, 2011- Madison Logic, the only lead generation ad serving technology platform, outlined its aggressive expansion into the EMEA market today by unveiling its latest publishing partners.

Huson Media, Sift Media, Tech Eye and Tech Touchstone join the ranks of existing partners in the UK and EMEA such as Dennis Publishing, EMAP, Haymarket and Incisive Media and reinforces the company’s existing strategy to extend its reach within not only the United Kingdom market but also into the EMEA Zone. Continue reading

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Marketing automation requires buy-in to a different way of thinking

Marketers that invest in marketing automation should expect their roles to change, leaving behind the “art” that has been their stock in trade for one that is intensely scientific and analytical. Investing in marketing automation technology and its measurement capabilities has essentially changed marketing from a right-brain to a left-brain profession.

“Marketing is evolving in many ways; and, with the explosion of new channels, applications and social media, there is a greater need to get a complete view of the buyer,” said Paul Teshima, senior VP-product management at marketing automation software company Eloqua.

These are changes rooted not in technology, but in accountability, Teshima said.

Click through to B2B Magazine for the rest of the story.

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B2Bs and B2C Marketers Diverge in Social Network Usage and Lead Gen Success

 

Firms need more tools and technology to measure success

Although they have been slower than their business-to-consumer counterparts to adopt social media strategies, business-to-business marketers are increasingly acknowledging the value of social media.

According to research from global consulting firm Accenture, almost two-thirds of B2B marketing executives view social media as an extremely important or a very important channel to interact with customers, partners and stakeholders. However, only 7% of the survey group felt that their organization was leveraging social media very heavily.

Continue reading