December, 2011

Digital B2B Marketing

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12 B2B Marketing Predictions for 2012

Digital B2B Marketing

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Name recognition will rule. Flooded with content, audiences will turn to recognized sources.

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Connecting Thought Leadership to Lead Generation in B2B Marketing

Digital B2B Marketing

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. The problem is, registration and thought leadership are at odds with each other. Thought leadership requires your point of view to be broadly distributed and recognized across a peer group , where it can drive discussion and shape opinions.

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Integrated Marketing Measurement: It’s Like Lasagna

Digital B2B Marketing

All marketing is integrated, even if it is unintentional, poorly done or working against itself. Marketing activity does not happen in a vacuum void of other influences. What is the ROI of your social media activity? What is the ROI of search? What is the ROI of TV? Most marketers don’t actually know. Traditional marketing organizational structures and measurements are built around individual components.

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B2B Marketing Metrics [#B2Bchat Recap]

Digital B2B Marketing

What are B2B marketers biggest measurement challenges? How do they effectively communicate results within the organization? What are the trends they are looking towards in 2012? We tackled these and other questions during the weekly #B2Bchat discussion on Twitter on December 8, 2011. Highlights from the discussion along with additional commentary on each question is below.

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Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day. Wow. Many of these changes, like the well publicized rounds of Google’s Panda updates, are designed to remove ways companies have found to game Google’s search results. So how do you keep up with all the changes Google makes?

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Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day. Wow. Many of these changes, like the well publicized rounds of Google’s Panda updates, are designed to remove ways companies have found to game Google’s search results. So how do you keep up with all the changes Google makes?

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12 B2B Marketing Predictions for 2012

Digital B2B Marketing

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Name recognition will rule. Flooded with content, audiences will turn to recognized sources.