October, 2011

Digital B2B Marketing

Trending Sources

Content Will Not Be King

Digital B2B Marketing

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom. The problem is, conventional wisdom is average. Content marketing was not the norm.

All Media Will Be Social Media

Digital B2B Marketing

This is a forward looking opinion post on the potential future of digital marketing. The future of digital media is social. With the far-reaching tentacles of Google and Facebook, no digital marketer will be able to approach marketing without engaging in some form of social media. Today, companies can choose to ignore social media. Although they cannot stop the conversation, they can ignore the conversation that is happening elsewhere. In the future, social media will be harder to ignore. Marketers will lose even more control than they already have.

All Media Will Be Social Media

Digital B2B Marketing

This is a forward looking opinion post on the potential future of digital marketing. The future of digital media is social. With the far-reaching tentacles of Google and Facebook, no digital marketer will be able to approach marketing without engaging in some form of social media. Today, companies can choose to ignore social media. Although [.]. Social Media conversation delicious Facebook Google integration LinkedIn social media summify

Your Lead Scoring Blind Spot: The Internet

Digital B2B Marketing

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. Your blind spot is there. The problem is, you only see how people respond to your content and your offers. You only see what is happening on your own properties. Publishing.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

Modern Media Buying and Enterprise B2B Demand Generation

Digital B2B Marketing

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience , based on a wide range of audience data available for targeting. However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. The problem: consuming traditional B2B content used for demand generation requires a significant time commitment. Open Landing Page Results.

Social Media Sleuthing: A-List Traffic and bit.ly Tricks

Digital B2B Marketing

Ever wonder how much traffic social media A-listers and publishers drive with their own Twitter stream? Using bit.ly , you can often see this as well as a wealth of other information, such as what content someone shares and even what accounts they manage. If you know me, you probably know that I am part analyst, part geek, and looking to peel back one more layer of the onion whenever I have time.

Your Lead Scoring Blind Spot: The Internet

Digital B2B Marketing

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. Your blind spot is there. The problem is, you only see how people respond to your content and your offers. You only see what is happening on your own properties.

Content Will Not Be King

Digital B2B Marketing

Nearly every marketer in every industry has heard the cry “Content is King“ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom. The problem is, conventional [.]. Content Social Media ad age Ardath Albee B2B marketing content content marketing marketing automation Relationship Marketing social media

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.

Social Media Sleuthing: A-List Traffic and bit.ly Tricks

Digital B2B Marketing

Ever wonder how much traffic social media A-listers and publishers drive with their own Twitter stream? Using bit.ly, you can often see this as well as a wealth of other information, such as what content someone shares and even what accounts they manage. If you know me, you probably know that I am part analyst, [.]. Measurement Social Media AT&T bitly Jay Baer Mashable NYTimes Oregonian Portland Business Journal social media sleuthing twitter Verizon

Your Lead Scoring Blind Spot: The Internet

Digital B2B Marketing

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. Your blind spot is there. The problem is, you only see how people respond to your content and your [.]. Demand Generation B2B marketing lead management lead nurturing lead scoring marketing automation

Your Customer Service Sucks, But I’m Still A Customer

Digital B2B Marketing

Last week, my commute home was interrupted. I was frustrated when my train was behind schedule, and then taken out of service. My reaction was similar to the reaction of those around me. “We are all late because your trains are running behind schedule, and your response is to kick us off the train and tell us to wait for the next one? Seriously, TriMet?” Decide How You Compete.

Modern Media Buying and Enterprise B2B Demand Generation

Digital B2B Marketing

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience , based on a wide range of audience data available for targeting. However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. The problem: consuming traditional B2B content used for demand generation requires a significant time commitment.

Modern Media Buying and Enterprise B2B Demand Generation

Digital B2B Marketing

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience, based on a wide range of audience data available for targeting. However, for [.]. Demand Generation Media ad exchange ad network advertising B2B marketing dsp lead generation media RTB targeting

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

Your Customer Service Sucks, But I’m Still A Customer

Digital B2B Marketing

Last week, my commute home was interrupted. I was frustrated when my train was behind schedule, and then taken out of service. My reaction was similar to the reaction of those around me. “We are all late because your trains are running behind schedule, and your response is to kick us off the train and tell us to wait for the next one? Seriously, TriMet?” Why do customers buy from you?

Your Customer Service Sucks, But I’m Still A Customer

Digital B2B Marketing

Last week, my commute home was interrupted. I was frustrated when my train was behind schedule, and then taken out of service. My reaction was similar to the reaction of those around me. “We are all late because your trains are running behind schedule, and your response is to kick us off the train and [.]. Business Rants Strategy competition customer service TriMet

10 Commandments of Email Copywriting

The Point

Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? 2. Thou shalt tell people What, Why, and How. Thou shalt not require scrolling. Thou shalt sell the offer, not the product. Thou shalt use benefits, not features. What did I miss? ”

Email 92

5 Ways Social Media Can Drive Revenue

It's All About Revenue

by Steven Woods | Tweet this There’s no doubt that social media has been a disruptive force on B2B marketing. Yet, many marketers struggle with how to use social media to go beyond awareness, to actually drive revenue. I’m here to tell you it’s not magic. Here are five ways social media marketing can be used to drive revenue. 1. Extending Your Reach. Social media has once again changed that model.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. Thinking in those terms, Beanstalk Data is a tasty morsel. It provides all the basic B2B marketing automation functions: mass email, landing pages and surveys, behavior tracking, lead scoring, nurture campaigns, and CRM integration. Anyway, back to BeanStalk.

Social Media Marketing and Darwin: Evolution or Irrelevance

Buzz Marketing for Technology

“If you don’t like change, you’re going to like irrelevance even less.” – ” – General Eric Shinseki, former U.S. Army Chief of Staff. The media landscape has evolved tremendously over the last quarter century. Consumers have evolved even faster with the advent of high-speed Internet-enabled mobile devices and social media. The answer: You don’t.

How to Improve Your Marketing Automation ROI

Sales Lead Insights

Effective B2B marketing processes plus automation yield outsized returns. According to the study results, Marketing Automation technology paired with appropriate, systemic processes can yield four to five times the number of closed deals when compared to deployed technology alone. The magic lies in realizing higher conversion rates throughout the Sales cycle. No MAP / No Processes. Lessons Learned.

ROI 82

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing.  I am also active on Google Plus. wanted to explain this approach in a little more detail, as my firm’s website was recently reorganized to focus on these 3 Ps.  How boring.  Quality people. . Process.

Lead 80

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing.  I am also active on Google Plus. wanted to explain this approach in a little more detail, as my firm’s website was recently reorganized to focus on these 3 Ps.  How boring.  Quality people. . Process.

Lead 80

Why Your Marketing Needs Real-Time Data

Buzz Marketing for Technology

Another Advertising Week in New York is upon us and so far I have seen some great presentations from companies like Facebook, LinkedIn, Twitter, Quantcast, comScore, and even Yahoo! However, if there is one thing that is becoming painfully clear to me is the need to be relevant to your audience – whether you are advertising to them, being social with them, or just creating the right kind of conversations about your brand. We often throw this idea around as marketers – “being relevant”, but few people discuss how! So to illustrate this, I decided to run a research experiment to show at IAB MIXX.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective. Marketing’s role is growing through the addition of what I call ‘sales enablement’ activities. With social media, buyers can reach out to colleagues, experts, peers, etc.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective. Marketing’s role is growing through the addition of what I call ‘sales enablement’ activities. With social media, buyers can reach out to colleagues, experts, peers, etc.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

Is Blogging Right for my Business? The Benefits of a Business Blog

NuSpark

The strategy of blogging, especially from a b2b perspective, can be somewhat misunderstood. What are your goals? Thought leadership, SEO, lead generation? How do I get people to read it? How to I build subscribers? Are my audiences really interested in my thoughts?  So I thought I’d raise the question on the benefits of blogging to the NuSpark Marketing content alliance team, and get their reaction to the following question. “I’m not convinced a blog is right for my business, plus I’m concerned over time and resources.  Below are the responses.  . From Apryl Parcher. From Maureen Monfore.

5 ways to use social media for solution marketing

Buzz Marketing for Technology

It’s easy to get caught up in the buzz, and the hype, around social media. I’ve been working with many B2B companies to help them figure out when and how to use social media in their business. The answer is always a bit different depending on the product or service. One area that few people have written about is how to use social media for solution marketing. So there you have it.

Web analytics Is Not Sufficient For Customer-Centric Inbound Marketing

Conversionation

Web analytics offers enormous possibilities for those able to take all out of it. For many companies they are sufficient to measure and improve the results of content marketing, search engine marketing, social media marketing and what we generally call inbound marketing. However, if you want to go a step further and know the efficiency, [.]. Blog Inbound marketing Web Analytics Avinash Kaushik ClickTale heatmap HubSpot inbound marketing web analytics

When social media destroys a career — The business case for being a fake

grow - Practical Marketing Solutions

A guest post by {grow} community member Leslie Lewis. Leslie Lewis is not my real name. You don’t need to know my real name, and you may never know it.  Here’s why. I’ve worked in social media since 2005, and I knew I needed a tightly controlled message and presence online.   You could Google my real name and find my blog, or find me on Twitter, LinkedIn, Flickr, or Facebook.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

7 reasons why social media success has nothing to do with social media

Chris Koch

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. But they call it “financial services” for a reason: They have all of the same struggles as technology services companies—with the added complication of tons of regulatory requirements. But when the panel was over, I realized something scary: Most of the success factors we wound up talking about had nothing to do with social media. Social doesn’t happen in B2B without a culture change. 30% said yes.

Dear social web, Let’s try keeping it real.

grow - Practical Marketing Solutions

I hesitate to be drawn into the Klout firing line again but I have had so many requests from the {grow} community to comment on the Klout Meltdown this week that I guess I need to respond. At the risk of adding to Klout weariness, here are a few observations. My Klout score dropped from 82 to 64. Who cares?  My wife and kids still love me. Funny. They’re the same level now. agree with him.

API 102

What is Web Presence Optimization, and Why Should I Care?

Webbiquity

Web presence optimization (WPO) is the art and science of being found online. As indicated in the masthead of my blog, it has both an explanational definition (The fusion of SEO, search marketing, social media, reputation management, content marketing and social PR) and a reasonal one (Being omnipresent on the web for the search phrase that uniquely describes you or your organization.) It’s the evolution of search engine optimization (SEO), or alternatively,  SEO on steroids. And getting found is the necessary first step to winning that business.

10+ Ways To Use B2B Social Media In Your Business

PWB Marketing Blog

Social media should be an integral component of everything your B2B organization does including marketing, customer service, sales, and product development. It’s surprising how many B2B companies still overlook this key task. Eleven Different Ways to Integrate B2B Social Media. Every e-newsletter and email should have a call to action for the social web. Skin your YouTube page. Tweet with them.

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.