The Internet ushered in a new era of performance marketing not only for online advertising, but also for traditional offline ad campaigns that are crafted to drive Web site commerce. In the latter instance, the big challenge is in being able to pinpoint exactly which offline ads are responsible for Web site hits, so that media choices and spending can be fully optimized.

So you think your lead generation programs are cruising along? You're confident that you're building your database. You're getting new customers, or at least new leads. You might even be saving money on your prospecting investment. But are you spending your time and money on the right leads? On your highest-margin, highest value prospects? Are your leads making the mission-critical transformation to customers? As you think about your answers to these questions, it might be a great time to "score yourself" on your lead generation and conversion efforts.

Why are people lining up to use search and overlooking display When I ask this question, the response I usually get is, "display doesn't work," quickly followed by "it doesn't work as well as search." Throughout my career, I've had the privilege of working with some of the smartest and most experienced digital marketers in the world. And, not coincidentally, most of these people work in companies that are the top spenders in display. So when I hear people proclaim that "display doesn't work," I have to wonder -- if that is true, then why are many of the largest …

In B2B, it is critical that you understand the importance of the industrial buy cycle: the steps buyers engage in when purchasing products and services. While the stages of the process haven't changed over the years, the way buyers navigate through the buy cycle and where they go to get information has changed dramatically.

The online lead generation market is in the early stages of shifting away from the easy money of arbitrage profits to a more value-added model driven by content. Because consumers are getting savvier and the Justice Department is becoming more protective of consumers' privacy, lead generation companies need to embrace the concept of "opt-in" transparency.

As the ongoing and irrevocable shift to digital marketing continues, a new mindset is required to reap the greatest rewards. In the past, marketers often would take a linear path to develop a campaign: nail down the audience, the positioning, the offers, then build the Web site, landing pages and media. While every bit of this process is valid, even the best of us can't always hit the bulls-eye the first time. But here's how to improve your odds....

The last two years have been a significant learning and development period for digital marketers and online publishers. There are now different perceptions about how to engage with customers and a newfound focus on demonstrable ROI. Here's how both sides of the digital marketing partnership can succeed.

So many still struggle with the idea of a higher-priced lead being that much better than a lower-priced lead. Unlike a computer or car, where you can often cut costs and receive an equivalent product, that is a dangerous belief to carry into performance-based online advertising. Cheaper sounds better, but is it better? Or, could something cheaper even if it seems to have the same attributes turn out to cost significantly more?

Have you ever heard a B2B marketing person make the following case: "If you just get a single sale out of this campaign, then it will have paid for itself." To be frank, I am guilty of having thought along those lines at times. That perspective, while plausible, doesn't actually pay the bills.

Getting involved in social media can offer value to sales professionals, without requiring hours of time. In fact, there are a number of benefits to be gained by spending only minutes a week on popular social media sites such as LinkedIn and Twitter. Take advantage of these six guidelines for engaging in social media as a sales tool.