Digital B2B Marketing

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6 Ways B2B Marketers Are Falling Short Today

Digital B2B Marketing

As I came back from the B2B Marketing Innovation Summit, put on by Demandbase, I couldn’t shake the feeling that we aren’t doing enough. That I’m not doing enough. Sure, marketing is changing faster today than it did yesterday. Blah blah blah. It doesn’t matter how fast marketing is changing! The real question is “how are you changing?” No, they aren’t new.

How to Solve the Marketing Skills Gap In Your Company

Digital B2B Marketing

A few weeks ago I was talking to Maureen Blandford about marketers, marketing technology, and the need for all of us to move faster. Our conversation turned to skill sets and the current digital and technology skills gap in marketing today. thought I had in that conversation has been gnawing at me since: “Today’s marketers don’t have the aptitude for marketing technology.”

5 2015 Predictions Only a B2B Marketer Would Care About

Digital B2B Marketing

It is that time of year again. The time when predictions of the obvious abound and resolutions are quickly broken. I’ll spare you my New Year’s resolutions (well, most of them at least, read on). Instead, here are my five B2B marketing predictions for 2015. 1. Predictive Marketing Goes Mainstream. In 2015, that will change. Speed Is Crowned King. Context never owned it.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

Sometimes the best advice and perspective doesn’t come from the public figures we hear at conferences or see quoted in publications. It comes from the people who are hands on, doing the work in a wide range of situations. Toby is one of those guys. You probably don’t know Toby, but maybe you should. So, with a hat tip to Toby, here they are, along with some of my thoughts he sparked: 1.

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150 Content Marketing Tips

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

LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

LinkedIn has gone Tumblr on us and B2B content marketers are drooling. Finally, you can publish directly on LinkedIn, along with people like Bill Gates and Richard Branson. It seems like the perfect opportunity, but it is brand new territory. What should you expect going in? How should you approach it? B2B Content Marketing Will Flood LinkedIn. They will RUN to the opportunity. Get Ready To Pay.

How To View Any Profile On LinkedIn

Digital B2B Marketing

I’m sure it has happened to you too. You look someone up on LinkedIn only to find they are a third degree connection (or not even!) and you get a profile page with basically no information. LinkedIn profile access is even more restricted, today you now need a premium account to view third degree connections. Searching in LinkedIn, this is all I was able to see of his profile: 1.

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LinkedIn Sponsored Updates: The Best B2B Social Advertising Option Yet?

Digital B2B Marketing

Have you felt like social advertising just wasn’t right for your B2B marketing? If so, LinkedIn’s new Sponsored Updates may just change your mind. This looks like the most compelling social advertising offering yet for B2B marketers. Up until now, advertising on LinkedIn was just advertising. It includes your update, link, and information about the target page. Fills the Mobile Gap.

Digital Marketing’s Massive Measurement Lies

Digital B2B Marketing

Digital marketers are getting hooked on reporting bigger numbers, but in the process your marketing may actually be making a smaller and smaller impact. Marketers are making a land grab, including in their reporting big swaths of results that were not driven by their marketing efforts. Many even count the same results twice, all to show that marketing is contributing to results. Yikes! Retargeting.

No!! LinkedIn Just Went Klout On Us!

Digital B2B Marketing

If you have viewed a LinkedIn profile in the last couple days, chances are you have seen a new box at the top of the page prompting you to endorse the individuals skills. Here is a screenshot of the endorse box on one of my connection’s profile page: With one click, I can endorse Lauren’s skills in these five areas simply because we are connected. But wait, there’s more!

Why Most B2B Marketing Efforts Are Wasted

Digital B2B Marketing

Enterprise B2B marketers spend the majority of their effort marketing to individuals that don’t have any chance to become customers. Your marketing database is full of contacts that will never become clients. Even if it’s well maintained, it is full of tire kickers, companies that are too small or large, or contacts that just aren’t a good fit. “The signal is the truth.

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

LinkedIn Just Went Into the Publishing Business

Digital B2B Marketing

A number of publishers and blogs covered the launch of LinkedIn’s new follow feature for 150 thought leaders or influencers over the last few weeks. However, labeling it the ability to follow thought leaders (as LinkedIn did) misses the real point. LinkedIn did not launch a new feature to follow thought leaders or the ability for select individuals to publish articles on LinkedIn. Nowhere.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

You have a lead generation program. An influencer program. An advertising program. marketing automation program. You measure every detail about every program. And your programs are doing great. There is just one little problem: you are reporting on a series of programs. Here are the five metrics you should be tracking. Does Your Audience Know You. Is Your Traffic Growing. Do Your Visitors Convert.

Old Content is the King of Content Marketing

Digital B2B Marketing

You don’t need more content. You need old content. know, that’s not what you usually hear, so stick with me. Old content is the real king of content marketing. It’s why established publishers still have a huge advantage. It is why new successful publications like Huffington Post or Copyblogger really aren’t all that new. How big of a difference does old content make?

6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

You need to generate leads, right? If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes. The B2B lead generation landscape has changed tremendously in the last decade. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch. The B2B Lead Generation List. 1. Email.

Study: How Much of Your Content Marketing Is Effective?

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

B2B Marketing’s Measurement Problem

Digital B2B Marketing

No one makes a million dollar decision based on one white paper, one email or one Google search. The buying process may take 12 to 18 months. 20 different people may be involved in the decision. Peers, consultants and analysts will provide their input. The problem doesn’t begin with marketing though. In most B2B organizations, Salesforce.com or a similar solution is the system of record.

Five Biggest Infographic Mistakes Marketers Make

Digital B2B Marketing

It seems there is another marketing infographic hiding around every corner of the web, and it will probably fall well short of its potential. Instead of making information easier to consume, many infographics make it harder to understand the information they present or even outright mislead. Here are 5 of the biggest infographic mistakes marketers make with an example of each. 1. Source: [link] 2.

Change Is Overdue

Digital B2B Marketing

I’ve had it! I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. And I hope you will help (more on that in a minute). I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. The now common refrain says every company is a media company and every individual is a publisher. Share them!

4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. However, sales cycles are long. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue. And you can’t afford to wait that long to optimize your investment and show results.

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.

Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

Inbound marketing may be the hot topic for B2B marketers today, but today’s big B2B inbound marketers are all active outbound marketers as well. So how do you pair your outbound marketing activity with your inbound marketing? Here are six ways outbound marketing can support and scale your inbound marketing efforts and some of the channels that are appropriate for each one. Tactic: search.

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Understanding Intent Behind Content Consumption

Digital B2B Marketing

You know millions of people saw your content. But do you know the answer to the more important question: why did they take the time to read it or watch it? It isn’t because it was widely shared on Twitter or LinkedIn. Your SEO program didn’t make then read it. content promotion program didn’t make it suddenly appealing. B2B Content Marketing and Understanding Visitor Intent.

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Two Killer Google+ Mistakes

Digital B2B Marketing

Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. In short, it highlighted the drive by Google to make Google+ pervasive across other Google services. In one of the most telling quotes in the story, Bradley Horowitz, a VP at Google, says “The entry points to Google+ are many, and the integrations are more every day.”

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29 Signs You Need a Break From Marketing

Digital B2B Marketing

Over time, your role in marketing begins to permeate every part of your life. You adopt behavior, language or perspective that is completely natural to you, but doesn’t make sense to anyone around you. Just maybe, that means it is time to take a break. If more than a handful of these describe you, it is time to get to know, again, what the world beyond your marketing bubble is like.

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.

The Real Challenge for B2B Content Marketers

Digital B2B Marketing

B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). source ). Only 39% report a lack of budget. The content marketing community is misleading itself. Your Turn.

Why Good Content Delivers Bad Leads

Digital B2B Marketing

Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content. You promote your content through search, social, emails, newsletters, even banners. You are seeing strong traffic, engagement with your blog content and a steady increase in registrations for your premium content. There’s just one little problem: the leads are crap.

The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. And they’re right. Marketers are slaving over content today, but almost no one sees that content. Optimizing your content for search and distributing it through your own social and email channels is just the starting place. So what else can you do? Facebook Ads.

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

As a B2B marketer, it is easy to find people to follow on Twitter, right? Big names in B2B marketing, content marketing and social media seem to be everywhere. But what about those hidden gems, the people that don’t post frequently, will still have a conversation and don’t seem to always share the same thing or spout the same idea? Maureen Blandford @MaureenB2B. Ryan Skinner @rskin11.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

When the success of your business is less important than the success of your marketing, something is seriously wrong. Yet this is exactly how most B2B marketers approach lead generation today! You don’t care about the number of leads your sales team has. Instead you care about the number of marketing sourced leads. This is crazy folks! The Lead Generation Opportunity Gap. More Referrals.

Google+ for SEO? Don’t Focus on Your Brand Page!

Digital B2B Marketing

Google, Plus Your World was rolled out just over a week ago, and the online world has adopted the rallying call to get onto Google+ for the SEO benefits. Multiple articles point to brand pages as the solution. The problem is, Google+ Brand Pages are not the ticket to SEO success. Getting Into Your Audience’s Trusted World There are three ways to get into Your Audience’s Trusted World.

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4 out of 5 Marketers are Zombies! [Infographic]

Digital B2B Marketing

What, it’s changing? Quick, call it dead! Write an article about how social media is killing advertising! Advertising is Dead. SEO is Dead. Television is Dead. Magazines are Dead. Newspapers are Dead. Websites are Dead. Agencies are Dead. Media companies are Dead. Did TV kill radio? After more than 50 years, radio is still here. Like everything else, it has changed. See the pattern here?

The Most Dangerous Opinion in Marketing: Yours

Digital B2B Marketing

How does your opinion influence your marketing activity? Has your opinion ever biased your creative selection? Has your personal experience with social media increased your perception of its marketing value? Do your watching and reading habits influence the publishers you advertise with? The Problem: Your Perspective You are not selling to yourself. The differences are extreme.

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.

LinkedIn Now Tracks You Across The Web [And Flaunts It]

Digital B2B Marketing

We know companies track us across the web, but most companies don’t make the tracking obvious. LinkedIn, in quite a departure, is showing right on the homepage the company websites you have visited. The video below is a short screen capture showing how Eloqua and Demandbase were added to the recently viewed block on my homepage after visiting their websites, not just LinkedIn company pages. Will LinkedIn have a privacy backlash similar to what Facebook has faced at times in the past? Will LinkedIn allow this information to be used by advertisers? This isn’t showing every website.

9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. If you are using these terms today, it is time to stop and explain what you really mean. Otherwise, we may hear you, but we will think you mean something completely different. 1. Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years.

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A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

Situation: Your B2B company is not seen as a thought leader in your industry. You have been asked to develop a campaign to establish your company as a thought leader and become one of the leading voices within your industry. Normally I am opposed to the idea of thought leadership and campaign being used together. It gets you started. It secures resources. Thought Leadership Campaign Planning.

A Simple Trick To Improve Your LinkedIn Campaign Performance

Digital B2B Marketing

If you are a B2B marketer, you are paying attention to LinkedIn. You almost can’t ignore it today. LinkedIn has become a powerhouse media company for B2B marketers , from opportunities for direct engagement (it does still have a few social media trappings) to publishing, content promotion and advertising. Not to mention the targeting data (but we’ll come back to that). Your Turn.

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.

7 Blogging Mistakes B2B Marketers Make

Digital B2B Marketing

We have all seen the lackluster corporate blog. Some days, I wonder what went wrong. Others, I wonder why they thought they could get it right. Corporate blogs are increasingly standard in B2B organizations. Some companies even have an entire suite of blogs. However, for every great corporate blog, there are a dozen corporate blogs that just shouldn’t be. ‘Nuff said. 4. Social What?

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