November, 2011

Digital B2B Marketing

Trending Sources

Klout’s Best Move: Making You Not Care About Your Score

Digital B2B Marketing

Were you upset by Klout’s recent algorithm change? Do you pay less attention to Klout than you did before the algorithm changes? If so, you may be doing exactly what Klout wants you to do. If you care about grades in school, you study for your exam. The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result. When you care about your position in Google search results, you begin to care about backlinks, keywords, titles, headings, copy, social signals, Danny Sullivan and Matt Cutts.

Klout’s Best Move: Making You Not Care About Your Score

Digital B2B Marketing

Were you upset by Klout’s recent algorithm change? Do you pay less attention to Klout than you did before the algorithm changes? If so, you may be doing exactly what Klout wants you to do. If you care about grades in school, you study for your exam. The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result. When you care about your position in Google search results, you begin to care about backlinks, keywords, titles, headings, copy, social signals, Danny Sullivan and Matt Cutts.

B2B Marketing is Just B2P. Right?

Digital B2B Marketing

B2B salespeople are looking to talk to people that influence or make decisions for business purchases. Businesses do not make decisions. People make decisions on behalf of businesses. And outside of some trusts run by lawyers following the direction of legal documents, this has always been the case. So why all the fuss about B2B being B2P (business to person)? What makes these people different?

Just Say No to Marketing Advice

Digital B2B Marketing

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. The problem is, marketing advice is prescriptive. All of this advice is prescriptive. So own your own strategy!

150 Content Marketing Tips

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

Just Say No to Marketing Advice

Digital B2B Marketing

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. The problem is, marketing advice is prescriptive. All of this advice is prescriptive. So own your own strategy!

Three B2B Marketing Mistakes from Kim Kardashian’s Wedding

Digital B2B Marketing

The Kim Kardashian and Kris Humphries wedding made a big splash, but the lasting impact hasn’t been what the couple was likely looking for. Sadly, B2B marketing sometimes includes some of the same mistakes. Here are three traps from Kim and Kris’s wedding that catch B2B marketers as well. Each of these problems is familiar, and examples are included with each mistake. Empty promises Kim and Kris’s vows were empty. The traditional “Til’ death do us part” should have been replaced with “Until the party is over.” Modernista! Oracle Sitewire

Three B2B Marketing Mistakes from Kim Kardashian’s Wedding

Digital B2B Marketing

The Kim Kardashian and Kris Humphries wedding made a big splash, but the lasting impact hasn’t been what the couple was likely looking for. Sadly, B2B marketing sometimes includes some of the same mistakes. Here are three traps from Kim and Kris’s wedding that catch B2B marketers as well. Each of these problems is familiar, and examples are included with each mistake. Empty promises Kim and Kris’s vows were empty. The traditional “Til’ death do us part” should have been replaced with “Until the party is over.” Modernista! Oracle Sitewire

B2B Marketing is Just B2P. Right?

Digital B2B Marketing

Businesses do not make decisions, people make decisions on behalf of businesses. So why is B2P a new idea, and what should B2B marketers think of it? Rants Strategy B2B marketing B2P Marketing complex sales

4 Reasons You Need a Blog

Digital B2B Marketing

Last week, Google announced an algorithm update. The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it. often hear marketers say their older content is still relevant. Your Turn Is fresh content a priority in your marketing?

4 Reasons You Need a Blog

Digital B2B Marketing

Last week, Google announced an algorithm update. The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it. often hear marketers say their older content is still relevant. Your Turn Is fresh content a priority in your marketing?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Inbound Marketing: A Square Peg in a Round Hole?

Digital B2B Marketing

Two weeks ago, I wrote Just Say NO to Marketing Advice. Inbound marketing is a great example of popular marketing advice and it may makes sense for most marketers. But it doesn’t make sense for all. Most B2B marketers are not providing pure commodity products, even in commodity markets. Every company is looking to differentiate by meeting specific business needs. Period.

Influencer Marketing: 10 Questions for Successful Plans

Digital B2B Marketing

I do not want you to buy my product. I do not even want you to use my product. want other people to buy and use my products and services because of you. Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you. So how do you plan and measure an influencer marketing program?

Influencer Marketing: 10 Questions for Successful Plans

Digital B2B Marketing

I do not want you to buy my product. I do not even want you to use my product. want other people to buy and use my products and services because of you. Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you. So how do you plan and measure an influencer marketing program?

Discussion Recap: Content in B2B Marketing

Digital B2B Marketing

Thursday’s B2Bchat discussion focused on content marketing for B2B. Highlights from the discussion along with my own summary and commentary are inline below. You can also see the summary on Storify. Join #B2Bchat on Twitter, every Thursday at 8:00 Eastern time, follow @B2B_chat for more information on the discussion each week. Content #B2Bchat content marketing storify

Study: How Much of Your Content Marketing Is Effective?

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

Discussion Recap: Content in B2B Marketing

Digital B2B Marketing

Thursday’s B2Bchat discussion focused on content marketing for B2B. Highlights from the discussion along with my own summary and commentary are inline below. You can also see the summary on Storify. Join #B2Bchat on Twitter, every Thursday at 8:00 Eastern time, follow @B2B_chat for more information on the discussion each week. Content #B2Bchat content marketing storify

Inbound Marketing: A Square Peg in a Round Hole?

Digital B2B Marketing

Two weeks ago, I wrote Just Say NO to Marketing Advice. Inbound marketing is a great example of popular marketing advice and it may makes sense for most marketers. But it doesn’t make sense for all. Most B2B marketers are not providing pure commodity products, even in commodity markets. Every company is looking to differentiate by meeting specific business needs. Period.

Reducing Twitter Spam: Triberr’s Missed Marketing Opportunity

Digital B2B Marketing

Let’s face it, Twitter has a spam problem, and over the last six months Triberr has been criticized as a source of that spam. Triberr is a polarizing platform and automatic tweeting is Triberr’s lightning rod feature. Proponents applaud the easy exposure and traffic, detractors point to lower quality content being broadly shared and higher sharing volume.

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Reducing Twitter Spam: Triberr’s Missed Marketing Opportunity

Digital B2B Marketing

Triberr is a polarizing platform and automatic tweeting is Triberr's lightning rod feature. What happens when lightning rod features are removed? Business Social Media Content Curation Dan Cristo Dino Dogan Kristi Hines Neal Schaffer Social Media Management Susie Parker triberr

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.

7 ideas to turn PowerPoint slides into social media marketing gold

grow - Practical Marketing Solutions

Although PowerPoint has been around for years, it is still the king of presentation software tools.  It is an absolutely critical arrow in my business marketing quiver … and for some reasons that might surprise you! Here are seven ideas to use PowerPoint slides to create new value for your social media marketing efforts: 1. Populate Slideshare. Do it. 2. Spice up a blog post. Make an eBook.

Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1

Webbiquity

Sure, teenagers spend a lot of time on YouTube, but did you know that three-quarters of business executives watch work-related online videos weekly? Or that 73% of U.S. companies now use social media for marketing (though the figure varies widely based on size of company)? Or which four cities rank ahead of Seattle and San Francisco as the “most networked?” And 73% of U.S. Oh yeah.

Social media pioneer says technology will transfom education

grow - Practical Marketing Solutions

LinkedIn Co-Founder Reid Hoffman is sitting on top of the digital world. Hoffman helped create one of the world’s most successful social media platforms. He dominated his niche and monetized his idea. His His company’s IPO assured that he has the financial resources to fund his dreams and passions for the rest of his life. And a particular passion is education. What are your thoughts?

The World’s Best Digital Marketing Campaigns

grow - Practical Marketing Solutions

BEST DIGITAL CAMPAIGNS 2011 by gregory pouy. View more presentations from Gregory Pouy. Gregory Pouy is rapidly becoming one of my favorite social media marketing brainiacs! In this presentation, which he prepared in English exclusively for you, Greg goes beyond reporting on 11 catchy digital campaigns. He tells you WHY they excelled, and WHAT the results were.

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.

What is Newsjacking?

It's All About Revenue

by Joe Chernov | Tweet this Earlier this morning, marketing author and advisor (to Eloqua, among others) David Meerman Scott published a new e-book enticingly titled, Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage (Wiley). First the stated topic: Newsjacking. The definition of the term is pretty much self-evident. News, jacked. It’s PR judo.

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15 ways to use Twitter to toast your competition

grow - Practical Marketing Solutions

There are lots of success stories and case studies documenting business success through Twitter. Here are a few of my favorite ways to leverage this platform for new business benefits. 1) Using Twitter search and other simple listening tools, monitor real time conversations about your brand that can assist your marketing and management teams in seeing what is really being about your company today. There

Why the Term “Marketing-Qualified Lead” Creates Serious Confusion – Part I

B2B Lead Generation Blog

Tweet. SiriusDecisions made a brilliant contribution to B2B marketing several years ago when they created their Demand Waterfall. That “waterfall” is a metaphor for key funnel stages. It seems like everyone I talk to who works in the technology industry, which is an early adopter of marketing innovations, uses the Demand Waterfall framework. What Does “Marketing-Qualified Lead” Mean to You?

How to create social media metrics that matter

grow - Practical Marketing Solutions

For years I’ve admired the real-world insights and experienced perspectives of Steve Goldner, perhaps better know as @Social Steve.  I’m pleased that Steve has agreed to be the newest Contributing Columonist to {grow} and I know you’ll enjoy his work! By Steve Goldner, Contributing {grow} Columnist. So how do you even go about this?  Don’t “Post” –  Publish.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees. With an estimated 300 senior IT executives in the room, I expected there would be plenty of chatter going on. Same Old Song and Dance.

Key to digital marketing success? Be less digital.

grow - Practical Marketing Solutions

One of the things that distinguishes me in the world of social media blogging is that I am old … at least old enough to remember how things used to be before we were digitally tracked, sliced, diced, priced, immersed, consumed, and tethered to these social platforms. I was working in sales and marketing before Facebook … before email … even before computers. Robert Cialdini.

Skype 101

5 ways corporate culture determines social media success

grow - Practical Marketing Solutions

A while back I was working with a new client in New York.  In the lobby of their impressive building, there was a huge plaque with the corporate philosophies of the company’s founder — a man who had died 25 years ago.  In every meeting I attended, his name, and his values, were mentioned at least once. Are they able to react? Are they truly open to the idea of customer dialogue?

Make Your CFO a Social Media Fan

Buzz Marketing for Technology

Social media definitely pays off, but you’ve got to focus on the approach not the tools. Social Media has hit the mainstream these days but the big concern on every product marketer’s mind has been how to justify the ROI?  Never is that more true than at budget time. Why are you wasting the company’s money by giving them geek toys when they should be doing real work for us? Users. Employees.

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.

B2B Marketers: 10 Ways to Juice Your Facebook Fan Page

It's All About Revenue

by Joe Chernov | Tweet this Have you ever been the only one dining in a restaurant? If you have, and if you are anything like me, I’m sure it took a while to shake off the depression. It’s pretty grim when the kitchen is as quiet as the dining room. For B2B marketing professionals, Facebook can be just as bleak. Fan pages so empty the only conversation is between colleagues. Want more?

How To Create Marketing That Doesn’t Suck

B2B Marketing Insider

Consumers are bombarded with thousands of marketing messages per day. Millions of Americans have joined the U.S. “Do Not Call” list. And who doesn’t skip television ads or throw away unsolicited direct mail? As a result, response rates to traditional advertising are down. Email response rates, click-through rates and contact rates by telemarketers are all seeing rapid declines. There.

Neuromarketing Research: 3 Keys that Trigger a Buying Decision

Writing on the Web

The study of the buying decision process, or neuromarketing, has had a tremendous impact on content marketing. More brands are being studied in laboratories around the world as consumers are being hooked up to brain imaging machines,  fMRI ,  EEG  and other devices so that they are monitored while they read marketing messages and make decisions. Neuromarketing is extremely expensive  market research  to do, but fortunately most brains work the same, with some exceptions for age and gender. Whether or not there is emotional ENGAGEMENT. How easily the message and the brand is encoded to MEMORY.

B2B Social Media On The Rise [Infographic]

PWB Marketing Blog

Are you one of the 86% of B2B companies using social media? Or are you sitting on the sidelines, not sure how to get started or maybe just waiting for the right time? Don’t wait. B2B social media is huge and we have proof. In a previous post we brought you 12 Tweetable Statistics Prove B2B Social Media ROCKS ; now, we bring you even more data in the form of an infographic. Your customers are there.

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.

Romi Mahajan leaves Microsoft to Join Metavana as CMO

Buzz Marketing for Technology

Long time friend and well respected CMO buddy of mine Romi Mahajan is leaving Microsoft to join Metavana. Romi has been profiled on my blog several times so its only fitting that reached out to find out why. What drew me to Metavana like a moth to a flame? A few things: I believe the problems in this space are not just smart Engineering problems. That itself puts us in a category of one.

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