Digital B2B Marketing

AUGUST 30, 2012

Your marketing makes me dislike you. In fact, it makes me, once a potential customer, reconsider if I should even do business with you. However, your marketing performance measurement doesn’t capture my disdain. I am simply one more individual that did not buy. I am just part of your standard drop-off rate. How many more people like me are out there?

ROI 144

ROI Autoresponders Advertising Agencies Correlation 144

Digital B2B Marketing

AUGUST 28, 2012

If you are looking for another article that lists search, social media, persona development or lead management, this is not it. Those are skills that can easily be learned by the right person. The more important thing to know is what type of person can learn both the skills they need today and the new ones they will need tomorrow? Here are 7 key characteristics of B2B marketers that will be able to learn the skills needed today and tomorrow and will be able to identify and pursue new B2B marketi

B2B Marketing 165

B2B Marketing B2B Best Practices Marketing Management 165

Digital B2B Marketing

AUGUST 23, 2012

Lead scoring and personas are popular topics in B2B marketing. However, the two are generally discussed separately. Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities. What if your objective is to deliver highly engaged leads to sales, but your persona indicates that sizable segments of your audience are not likely to engage with marketing content or even to register.

Lead Ranking 136

Lead Ranking Lead Scoring Peer-to-peer Leads 136

Digital B2B Marketing

AUGUST 16, 2012

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.

Segmentation 199

Segmentation Statistics Internet Marketing Social Media 199

Digital B2B Marketing

AUGUST 14, 2012

What if banner ads could become as targeted and relevant as emails? One of the emerging trends in online advertising promises to make this possible. Rather than targeting an audience based on various characteristics, CRM retargeting allows you to target segments of your CRM database with online ads. How It Works You have seen retargeting ads, banners that promote whatever products you looked at or left in your shopping cart and follow you around the web.

CRM 148

CRM Advertisements Advertising Tactics 148

Digital B2B Marketing

AUGUST 9, 2012

To see how a particular element of your online marketing program is performing, you likely turn to your most recent reporting. But what if your measurement is wrong ? When online marketing reporting is based on the most recent click (which is the standard across most solutions), your reporting will be inflated for any marketing that reaches your audience shortly before they buy, register or sign-up.

Marketing Report 128

Marketing Report Search Marketing Peer-to-peer Marketing Budget 128

Digital B2B Marketing

AUGUST 7, 2012

Inbound marketing is all about your content, right? If you use the components of inbound marketing I have shared or the common definition centered on content, social and search, content is at the core. Content is definitely one path, and the path most companies traditionally take. However, it isn’t the only viable approach. During Marketo’s Social Rockstar Tour presentation, they presented two alternatives to content in inbound marketing.

Inbound Marketing 146

Inbound Marketing Planning Paid Search Agency Content 146