Digital B2B Marketing

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How We Systematically Overvalue Content Consumption

Digital B2B Marketing

Let’s get right to the point. B2B marketers today are not optimizing programs to reach and engage their best prospects. Sure, we talk about a buyer journey or about carefully mapping content. But at the end of the day, what are we doing? We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption.

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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. A thought I had in that conversation has been gnawing at me since: “Today’s marketers don’t have the aptitude for marketing technology.” We continue to hear about the skills gap in marketing today and marketers are continuing to get tr

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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?

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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. He recently joined Business Insider as the Sales Director for the Southeast, after a number of years with CBSi, parent to B2B technology focused properties ZDNet and TechRepublic (among

Buy 100
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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. Predictive marketing is already a hot space, but it hasn’t hit its mainstream stride yet as a solution for B2B marketers to segment and prioritize leads for marketing and sales.

Planning 100
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One change that dramatically improved B2B marketing results

Digital B2B Marketing

'You can’t rely on your own data. Your prospects spend the vast majority of their time doing everything except opening your emails, visiting your site or viewing your content. Despite the magic of marketing automation and the ability to collect information on every mouse movement on every page of our sites, we only get a tiny window into the lives of our prospects.

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What Online Marketers Know About You

Digital B2B Marketing

'According to many in the digital advertising industry, at some point in the future digital marketing will be so targeted that consumers will want to see the ads. Advertising will tell us about the products we want to know about, give us a direct path to the content we need and provide access to discounts on products we want. How will marketers do this?