B-to-B Labs

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Someone Missing at your Company? The Demand Architect

B-to-B Labs

It’s more than obvious that most B2B marketing departments are feeling the stress of a marketing environment that has changed radically over the past several years.  It’s used to be enough just to have one or two digital folks and perhaps a campaign strategist on the team to achieve some good demand programs results.   Not [.]. Database Marketing Digital Marketing Automation CMO People Strategy

Creating a Social Content Audit

B-to-B Labs

So how do B2B marketers know that the content we’re pushing out there actually meets the needs of the people we desire to reach. While it’s not like we’re completely guessing, do we really ever KNOW for certain that the content that we’re building and promoting is on topic?  Do we really get the subtleties of the [.]. CMO Strategy Content Marketing Digital Planning Social Media Strategy

Is the White Paper Dead?

B-to-B Labs

It’s no secret that B2B companies are serial white paper abusers. These days, it seems like the answer to all content marketing questions today come with a title page and 8-10 pages of slick thought leadership content. While white papers are perhaps overused and abused by most, our MZ buying study last year pointed out [.]. Digital Lead Management Uncategorized Lead Qualification Strategy

Ready, Set, Go! The Marketing Readiness Assessment

B-to-B Labs

If you had to guess how ready your organization is today for big time marketing transformation, would you know the answer?  If you’re like most of us, you’d probably pause for a moment, then either say “Yes, of course&# and then quickly change the subject… or you’d just guess. Either way, changing the way a

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Building my Perfect Corporate Board Member

B-to-B Labs

Question… Should corporate boards look different today than they looked 10, 20 or even 30 years ago?  Or do some things about running a business never change. Just how much has the change in how customers buy and how businesses run changed the requirements for the makeup of a high performing board? While I’m no

Buy 5

“Healthy” Social Media Metrics

B-to-B Labs

In a recent Bazaarvoice and CMO Club survey, four out of five businesses with at least 100 employees will be marketing on social media this year… and most are planning on massive shifts away from measuring social media efforts on traffic and activity related measures, in favor of hard measures that include conversion and revenue. [.]. CMO Strategy Social Media Analytics Strategy Twitter

“Healthy” Social Media Metrics

B-to-B Labs

In a recent Bazaarvoice and CMO Club survey, four out of five businesses with at least 100 employees will be marketing on social media this year… and most are planning on massive shifts away from measuring social media efforts on traffic and activity related measures, in favor of hard measures that include conversion and revenue. [.]. CMO Strategy Social Media Analytics Strategy Twitter

5 Uh Oh’s of B2B Marketing Transformation

B-to-B Labs

Imagine how unusual it would be to hear your buddy in marketing talking about how smoothly the recent marketing transformation project went.  I’d fall on the floor if I just once heard that the project was delivered on time, on budget and with much LESS effort than anticipated. The fact is, this “new&# marketing is [.]. CMO Strategy Database Marketing Industry Leadership Marketing Automation Planning Content Marketing Digital High Tech Lead Generation Strategy Technology

Mapping the Tech Buyer’s Journey

B-to-B Labs

Later today, I’m presenting the early results from a study aimed at understanding how technology buyers consume information at different stages of the funnel.  I’m really excited about the results as it points out a few key nuggets that will help further tailor content through the funnel to meet buyers objectives.  The study will be

Mapping the Tech Buyer’s Journey

B-to-B Labs

Later today, I’m presenting the early results from a study aimed at understanding how technology buyers consume information at different stages of the funnel.  I’m really excited about the results as it points out a few key nuggets that will help further tailor content through the funnel to meet buyers objectives.  The study will be

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

4 Useful Social Media Tracking Tips

B-to-B Labs

If you’re using social media as part of your inbound marketing toolkit… great! One thing I like to think about as the social calendar and content planning is under way is “How are we going to consistently capture data from social to our.com in a way that gains us some valuable insight and/or captures [.]. Content Marketing Lead Management Marketing Automation Social Media Analytics Lead Generation

A Cheat Sheet for Marketing Automation Maturity

B-to-B Labs

Moving to marketing automation is a evolution, not a revolution. Contrary to how much chatter there is in the B2B marketing world around “new&# marketing tactics, things still happen rather slowly in practice. This is largely dictated by the need for more earned marketing knowledge among B2B marketers, as well as the massive organizational shifts [.]. Content Marketing Database Marketing Lead Management Marketing Automation Planning High Tech Lead Generation Lead Qualification Strategy Technology

Marketing Automation: Does the CMO have your back?

B-to-B Labs

One of the most useful organizational hints I’ve heard over the past few years involves making sure that any marketing automation / transformation launch has the appropriate senior level oversight and commitment PRIOR to starting any effort.  I couldn’t agree more and, though an obvious suggestion, I haven’t seen it put into practice much. The statement is [.]. CMO Strategy Database Marketing Marketing Automation Planning CMO People Strategy

Getting to know your content… really well.

B-to-B Labs

All content is not created equal. Additionally, different pieces of content can have very different purposes and goals. This is an especially important point to internalize as B2B marketers are putting more pressure on themselves to place just the right content in front of just the right person at just the right time.  A tall [.]. Content Marketing Digital Planning Lead Generation Strategy

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Is the Aprimo Acquisition a Good Thing for B2B?

B-to-B Labs

So more announcements today in the marketing automation space, with Aprimo now swinging over to Teradata…  This has me thinking about what happens to us in the B2B space when one of these tech giants swallow up some of the bigger marketing automation brands that the implementers of this technology are using on the front [.]. Database Marketing

Is the Aprimo Acquisition a Good Thing for B2B?

B-to-B Labs

So more announcements today in the marketing automation space, with Aprimo now swinging over to Teradata…  This has me thinking about what happens to us in the B2B space when one of these tech giants swallow up some of the bigger marketing automation brands that the implementers of this technology are using on the front [.]. Database Marketing

Infographics in B2B

B-to-B Labs

Seems like I&# m seeing more examples of creative visualization lately.  In this age of minimal attention span, the use of infographics is bound to become more and more common/popular, especially among business marketers.  The ones I’ve seen work seem to have a few things in common: They creatively represent differences in trends, numbers in creative,

Infographics in B2B

B-to-B Labs

Seems like I&# m seeing more examples of creative visualization lately.  In this age of minimal attention span, the use of infographics is bound to become more and more common/popular, especially among business marketers.  The ones I’ve seen work seem to have a few things in common: They creatively represent differences in trends, numbers in creative,

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

5 Essentials of Marketing Automation

B-to-B Labs

Doing a webinar today with Steve Woods, CTO at Eloqua on the 5 essentials of marketing automation.  Really excited about the content.  How can their be only 5???  Well, here’s the top 5 we were most wondering about… Data – having a data plan for both known or unknown data.  Capturing fit and engagement is

5 Essentials of Marketing Automation

B-to-B Labs

Doing a webinar today with Steve Woods, CTO at Eloqua on the 5 essentials of marketing automation.  Really excited about the content.  How can their be only 5???  Well, here’s the top 5 we were most wondering about… Data – having a data plan for both known or unknown data.  Capturing fit and engagement is

B2B Data is now Cool, well kind of…

B-to-B Labs

Getting ready for my mini-session at Forrester’s Marketing Forum in LA next week, I’m giving some thought to my session content with Scott Kosciuk, Director, Marketing Programs at Symantec. The Symantec story is good one in that Scott and team are doing a great job pulling together a large volume of global data, getting it [.]. Database Marketing Digital Analytics Lead Generation Strategy

B2B Data is now Cool, well kind of…

B-to-B Labs

Getting ready for my mini-session at Forrester’s Marketing Forum in LA next week, I’m giving some thought to my session content with Scott Kosciuk, Director, Marketing Programs at Symantec. The Symantec story is good one in that Scott and team are doing a great job pulling together a large volume of global data, getting it [.].

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

IBM’s view of Social Media in B2B

B-to-B Labs

Great blog post and video on IBM’s use of social media in B2B.  I really like the way that social seems to have grown organically out of use by IBM employees vs. what you might expect with a giant company with many agencies crawling the halls with “campaign&# ideas.  Nice work Social Media B2B.

IBM’s view of Social Media in B2B

B-to-B Labs

Great blog post and video on IBM’s use of social media in B2B.  I really like the way that social seems to have grown organically out of use by IBM employees vs. what you might expect with a giant company with many agencies crawling the halls with “campaign&# ideas.  Nice work Social Media B2B.

Content Marketing takes Center Stage

B-to-B Labs

Content marketing in B2B has always been important.  However, it seems that in the last few months, content has become the most critical component of any good lead generation program among B2B marketers (creative directors are cringing here…).  Why?  I believe it’s for two primary reasons: 1.  Measurement – In lead generation programs, content became [.]. CMO Strategy Digital Social Media High Tech Lead Generation Lead Qualification Strategy

Content Marketing takes Center Stage

B-to-B Labs

Content marketing in B2B has always been important.  However, it seems that in the last few months, content has become the most critical component of any good lead generation program among B2B marketers (creative directors are cringing here…).  Why?  I believe it’s for two primary reasons: 1.  Measurement – In lead generation programs, content became [.].

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

Assessing the Business Value of Social Media

B-to-B Labs

I guess it’s not surprising that marketers still find themselves justifying social media spend/plans to others in their organization.  Given the education that still needs to take place in the medium, as well as the future evolution of tools, processes and experience of end users interacting with different social options, we’re bound to need more [.]. Digital Planning Social Media Uncategorized Analytics CMO Strategy

Framing up Social Media Measurement

B-to-B Labs

So how can we measure the effectivness of our social media efforts?  That’s the question that marketers are nervously asking as they are now trying to justify spending money in this medium.  As we seem to have dabbled as much as anyone in this space… in a detailed, in the trenches way… I thoughts I’d [.]. Planning Social Media Analytics Digital Lead Generation Strategy Twitter

Framing up Social Media Measurement

B-to-B Labs

So how can we measure the effectivness of our social media efforts?  That’s the question that marketers are nervously asking as they are now trying to justify spending money in this medium.  As we seem to have dabbled as much as anyone in this space… in a detailed, in the trenches way… I thoughts I’d [.].

Assessing the Business Value of Social Media

B-to-B Labs

I guess it’s not surprising that marketers still find themselves justifying social media spend/plans to others in their organization.  Given the education that still needs to take place in the medium, as well as the future evolution of tools, processes and experience of end users interacting with different social options, we’re bound to need more [.].

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

Things I really need (the social media version)

B-to-B Labs

A growing list I’m keeping of things that every integrated marketer needs when moving into social media. Caution… not meant to be comprehensive.  Here are some thoughts.  Add to the list!… … Content – This is really what it’s all about… Smart, honest linkable content to drive followers from micro-blog to a deeper experience inside and [.].

Finding Social Influencers in B2B

B-to-B Labs

Over the past few weeks, I’ve had several chances to dig into the B2B social graph to uncover social influencers as part of a larger social campaign strategy.  I’ve found this exercise to be extremely time consuming and not without it’s share of large amounts of data to pour through.  In the end, however… with [.].

When not to invest in CRM

B-to-B Labs

Going through a current customer’s CRM plans, it struck me that there are almost always instances where a new CRM effort might not be the best idea for a company (at least at the present time).  Believe it or not, I’ve seen cases where, even with the best of intentions, a client will go down [.].

Account Based Marketing and its Growing Interest Among B2B CMOs

It's All About Revenue

In his Forbes piece published last month, contributor Daniel Newman shared a quote from Megan Heuer, Vice President and Group Director, Data-Driven Marketing, at SiriusDecisions: “Companies of all sizes are trying out ABM, from expanded efforts in very large global companies to laser-focused go-to-market models in lean startups. Not all that impressive. CMO Corner

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

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Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. Announcing the reinvention of productivity and business processes, Satya Nadella, CEO of Microsoft, explains : As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow. But what about Outlook? B2B Marketing