Digital B2B Marketing

NOVEMBER 29, 2012

What would a jet engine say if it was on a social network? The CMO of GE talked about this in a video earlier this year at Dreamforce. Wow, what a question. To think, soon your refrigerator, car and, yes, jet engines may be part of your social network. But as devices join you on Facebook, Twitter or other social platforms, are they really becoming social?

Work Management 119

Work Management Marketing Management Social Networks Social Media 119

Digital B2B Marketing

NOVEMBER 27, 2012

B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. In the last couple weeks, two companies have emailed or called me because I follow influential sales and marketing accounts on Twitter. There is nothing social about this! Marketers are just turning social into a source of email or telemarketing lists for mass outbound marketing.

Lead Generation 192

Lead Generation Twitter CPL Cost per Lead 192

Digital B2B Marketing

NOVEMBER 15, 2012

Marketers have invested in marketing automation, content and, in many cases, creating complex business rules to determine what content and message to deliver when. This represents a significant investment but, for many companies, the application has been limited to emails and landing pages. The real value is in the rules and logic used to deliver the right message at the right time.

Advertising Agencies 112

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 112

Digital B2B Marketing

NOVEMBER 13, 2012

Good data is essential for B2B marketing organizations to excel. Sirius Decisions research indicates that good data can increase revenue driven through marketing by 70%. It isn’t hard to believe, just ask any B2B marketer that has tried marketing to a bad prospect list. Despite the positive impact data can have, B2B marketing organizations have been slow to embrace new sources and types of data.

B2B Marketing 128

B2B Marketing B2B Barriers Validation 128

Digital B2B Marketing

NOVEMBER 8, 2012

Inbound marketing leads, according to Hubspot, cost 62% less than leads from outbound marketing. But don’t expect that cost advantage to last. One of two things is happening: Inbound isn’t really more cost effective. Maybe Hubspot’s sample is biased or methodology is bad, but for whatever reason, the 62% isn’t true. Inbound really is more cost effective today and early adopters are reaping the benefit.

Inbound Marketing 160

Inbound Marketing Cost Barriers Sample 160

Digital B2B Marketing

NOVEMBER 6, 2012

Do you care if potential prospects see your services as high value or a complete rip-off? Of course you do. This is about the perception each individual has about you. This is about your brand. Perceptions are created by experience with your products, service and people, through what other people say about you (even competitors) and through your own marketing.

B2B Marketing 158

B2B Marketing Bundling B2B Marketing Proposals 158

Digital B2B Marketing

NOVEMBER 1, 2012

Inbound marketing has captured the attention of B2B marketers, and no wonder. According to Hubspot, leads from inbound marketing cost 62% less than leads from outbound marketing. However, opinions and knowledge of inbound marketing vary widely among B2B marketers. Dan Hanssel ( @dannyhanssel ) moderated a recent #b2bchat discussion on Twitter that tackled some of these issues.

Inbound Marketing 139

Inbound Marketing Allocation Opinions Marketing & Strategy 139