Content Curation: The Oldest Media Activity
Digital B2B Marketing
MARCH 25, 2011
With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content.
Digital B2B Marketing
Activities Related Topics 
Digital Marketing’s Massive Measurement Lies
Digital B2B Marketing
JUNE 11, 2014
But since most B2B marketers measure view-through results in an ad management platform using cookies that cannot be read by the rest of marketing technology stack, the same activity can be independently attributed to two or three different marketing activities. Counting what would have happened anyways. Marketing Influenced.
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How Search Reporting Misleads Marketers
Digital B2B Marketing
AUGUST 9, 2012
There are a number of marketing activities that benefit from this inflation, here we will look at the one that often receives the most misplaced credit for results: The Primary Offender: Search Marketing Today search receives a disproportionate share of credit for marketing results and has claimed a significant share of marketing budgets.
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Why Marketing Benchmarks Are Bogus
Digital B2B Marketing
OCTOBER 1, 2013
You can find perfectly comparable activities and you have the insight needed into the mix of activities to actually draw conclusions from changes. When you beat the benchmark, it means you are actively improving your results! You have access to all of the intimate, and gory, details of the measurement methodology used.
3 Reasons B2B Marketers Should Not Use Microsites
Digital B2B Marketing
MAY 28, 2013
Activity Profiles Will Be Incomplete. The solution is easy: centralize all of your marketing activity on your primary site domain. Are there other activities the loss of third party cookies will impact, or questions you have about the impact? Your cookies will be treated as third party cookies on your campaign microsite.
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Integrated Marketing Measurement: It’s Like Lasagna
Digital B2B Marketing
DECEMBER 15, 2011
Marketing activity does not happen in a vacuum void of other influences. What is the ROI of your social media activity? If you are measuring marketing activity in a silo, you are not measuring ROI. Measurement of individual marketing channels or activities provides information, not results. What is the ROI of search?
Your Lead Scoring Blind Spot: The Internet
Digital B2B Marketing
OCTOBER 6, 2011
When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably. Their research activity and purchase indicators are all happening in your blind spot. These are the prospects that have identified you and are spending time researching you already.
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Your Lead Scoring Blind Spot: The Internet
Digital B2B Marketing
OCTOBER 6, 2011
When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably. Their research activity and purchase indicators are all happening in your blind spot. These are the prospects that have identified you and are spending time researching you already.
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No, Content Will Not Kill Advertising
Digital B2B Marketing
APRIL 17, 2013
Any false perceptions created by sales and marketing activities are blown away, replaced by the real experience of working with you. The power of the real customer experience is why so many sales and marketing activities offer a glimpse of that experience, from demos and trials to encouraging clients to share their experience in social media.
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Cookie Deletion and Measurement: What you Need to Know
Digital B2B Marketing
APRIL 16, 2012
The Impact of Using Cookies Rather than fixing cookie-based data, marketers need to understand the impact cookies have on various aspects of their marketing activity and measurement. If this activity generally happens within minutes, cookie tracking will have a far smaller impact than it if takes weeks.
Outbound Marketing for Modern B2B Marketers
Digital B2B Marketing
MAY 30, 2013
Inbound marketing may be the hot topic for B2B marketers today, but today’s big B2B inbound marketers are all active outbound marketers as well. So how do you pair your outbound marketing activity with your inbound marketing?
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10 Ways to Kickstart Your Inbound Marketing Program
Digital B2B Marketing
MAY 1, 2012
Inbound marketing activities are proven, funded, mature and ongoing. Here are ten paid marketing activities that will create much of the inbound marketing experience for your audience. One benefit of social advertising is you are reaching an audience that is active in social media and may be more likely to share your content.
3 Common Problems with B2B Marketing Personas
Digital B2B Marketing
AUGUST 22, 2013
Instead, learn about each individual’s overarching priorities, concerns and activities. But if a persona tells you more about a person’s family, pets and free time activity than their professional career and motivations, you are missing an absolutely critical part of the picture. The Title Persona. The Personal Persona.
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Three B2B Marketing Fundamentals to Master
Digital B2B Marketing
JULY 31, 2012
Short-term planning often leads to reactionary activity and random acts of marketing. Now marketers need to bring this long-term audience-centric mindset to all lead generation and demand generation activities. Long-Term Planning Buyers needs do not turn on and off the way your marketing campaigns do.
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How Google Is Killing Native Advertising
Digital B2B Marketing
DECEMBER 12, 2013
Here are two recent examples: Oppenheimer published their view on why actively managed funds are key in emerging markets. Of course, they offer actively managed funds and they hope that by publishing their marketing view on Forbes, you are more likely to believe it.
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Marketing’s Broken Foundation: Measurement
Digital B2B Marketing
OCTOBER 4, 2012
Establish Metrics to Measure Marketing’s Role You need metrics to measure and manage both marketing’s contribution identified in Step 2 and the activities in your marketing plan (Step 3). Each tactical activity is then measured on its own with a distinct set of metrics. Well defined metrics are critical.
The Path to Value from Content Curation
Digital B2B Marketing
JULY 3, 2012
Increasingly, marketers are adding content curation to their marketing activity, often with objectives of sharing a certain amount of content each day. Your Turn What role does curation play in your marketing, and what do you do with the attention your curation activity earns?
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A New Definition for Inbound Marketing
Digital B2B Marketing
MARCH 7, 2012
Here are other activities that can easily masquerade as inbound marketing: Paid search? Marketers today have layered so many activities under the inbound label that new inbound marketers may completely miss what made inbound effective in the first place!
4 Rules For Better Online Advertising Performance
Digital B2B Marketing
SEPTEMBER 13, 2012
People are actively avoiding your advertising! How To Make Every Ad Count Your creative needs to deliver your message, even when someone is actively avoiding it or their focus is elsewhere. Two of the top five apps for Chrome are ad blockers.
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Klout’s Best Move: Making You Not Care About Your Score
Digital B2B Marketing
NOVEMBER 22, 2011
When we care about the result of an algorithm, we begin to cater our activity to the algorithm. The more your activity is catered to impact your Klout score, the more difficult it is for Klout to create and maintain an accurate algorithm. You are attempting to influence the result of the algorithm in your favor.
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Klout’s Best Move: Making You Not Care About Your Score
Digital B2B Marketing
NOVEMBER 22, 2011
When we care about the result of an algorithm, we begin to cater our activity to the algorithm. The more your activity is catered to impact your Klout score, the more difficult it is for Klout to create and maintain an accurate algorithm. You are attempting to influence the result of the algorithm in your favor.
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100 Social Media Is Not Like Selling Used Cars
Digital B2B Marketing
JUNE 1, 2011
If you are not already using social media actively, before you do anything else, start using social media as an individual. If you participate actively and look to build individual relationships, you will quickly identify the companies and individuals that are just using social media to blast their own message. About Eric Wittlake.
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Three Questions for Measuring Social, Not Media
Digital B2B Marketing
JUNE 28, 2011
This should be a call to ensure you measure your social media activities, and to measure them correctly. Social media activities creates these relationships and enables these discussions. You Manage What You Measure. One of the challenges of measuring social media ROI is the return comes in many different forms. They should be.
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What Comes After Lead Generation?
Digital B2B Marketing
MAY 17, 2011
Underlying the new demand generation activities will be two key changes. Demand creation activities must support the buying process on the buyers terms. Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts.
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20 B2B Marketers Losing their Brand on Pinterest
Digital B2B Marketing
FEBRUARY 21, 2012
In my search for major B2B marketers on Pinterest, I only found a handful using it actively. Given the focus on Pinterest from marketing bloggers and press, it isn’t surprising to see Hubspot and Constant Contact, both focused on marketers, active on Pinterest. Many B2B marketers do not have any presence on Pinterest.
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The Biggest Missed Opportunity in B2B Lead Generation
Digital B2B Marketing
JULY 11, 2013
Instead of focusing on how you can increase leads from the sources that represent 85% to 90% of your pipeline, you are desperately trying to drive your overall growth plan by increasing activities behind the 10% to 15%. Instead, how do you drive an increase in leads across the entire spectrum of your business’s lead sources?
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TV Really Is Easier to Measure than Social Media
Digital B2B Marketing
JULY 28, 2011
Stability (see the next section) will be a challenge with hub activity, but if I were a CMO at a large company, I would at least consider testing data from a hub as a proxy for overall social media reach. Many are seeing results , in anecdotes and direct activity, and making the case to continue investing.
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LinkedIn Now Tracks You Across The Web [And Flaunts It]
Digital B2B Marketing
AUGUST 26, 2013
Will LinkedIn use this information to refine the companies to follow suggestions, boosting company following and increasing the value of corporate social media activity on LinkedIn? What is LinkedIn tracking, and what are they not tracking? This isn’t showing every website. Both sites that loaded include the company follow button.
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Marketing Gimmicks versus Value: A Disappointing Example
Digital B2B Marketing
MARCH 27, 2012
Eloqua has an active voice on the entire spectrum of content marketing. As both a marketer and a gardener, who struggles each year with finding a better way to create a garden plan, log activity and track results, I was intrigued. What happens when a company tries to align with something new to them? Unfortunately, the answer was no.
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2012: The Opportunity for the Few in the Year of More
Digital B2B Marketing
JANUARY 5, 2012
Recommendation engines allow companies to surface the best product or information, based on your history, profile and activity from other customers or visitors. Become one of the few we actively seek out. On websites, they are improving information architecture to make the content, information and products they offer easier to find.
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100 Should You Celebrate Email Unsubscribes?
Digital B2B Marketing
MAY 28, 2014
That was an active decision. Every time someone unsubscribes from my mailing list it stings a little bit. To get on my mailing list, you not only had to sign up, you probably had to dig the Mailchimp confirmation out of your spam folder to confirm your opt-in! If you then unsubscribe, it means I didn’t meet the expectations you had.
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Why Most B2B Marketing Efforts Are Wasted
Digital B2B Marketing
MAY 5, 2014
” B2B marketers today are overwhelmed by the noise from all of the activity that is tracked and reported on from people who will never buy. This quote from Nate Silver in his book The Signal and the Noise: Why So Many Predictions Fail — but Some Don’t highlights the problem many B2B marketers are facing.
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Email Marketing 2.0 is Facebook and More
Digital B2B Marketing
MAY 25, 2011
Today, despite all of the corporate buzz created by social media, it is still a nascent activity for many marketers. Marketing 101 tells us the first touch does not convert, so ascribe value to your audience, not merely to the activity. As your audience grows, reach increases, impressions increase and value to the business increases.
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100 Mute Represents Everything Wrong with Twitter Today
Digital B2B Marketing
MAY 13, 2014
You won’t see any of their activity, even if they mention or retweet you, but they won’t know it. Together we’ll become the next ninja gurus! How Mute Works on Twitter. If you missed the announcement, mute lets you silence a user. Here is the announcement from Twitter.
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Measuring Success in B2B Marketing
Digital B2B Marketing
JULY 23, 2012
Here are just a few of the questions you will need to address: Should you be focused on revenue that is directly attributed to your marketing activities? Picking the right measurements and consistently using them to improve your marketing is the real challenge. Is the data you have reliable? How do you judge the impact your content is having?
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The Thin Line Between Social Media Marketing and Spam
Digital B2B Marketing
OCTOBER 9, 2012
” Social media today requires a commitment of time and energy not only to social media activity, but to understanding it. As Jay Baer ( @jaybaer ) says, “if you don’t love social media, you probably suck at social media.”
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Social Media Does Not Influence B2B Buyers
Digital B2B Marketing
JUNE 19, 2012
Since the majority of your social media activity will be public, and on display for all to see, a sales attitude poses a serious risk, turning off potential buyers. Stepping back from the details, the research from IDC reaffirms two key guidelines for B2B social media. Don’t be that guy.
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100 Three Reasons Marketing Is the First Budget Cut
Digital B2B Marketing
JANUARY 29, 2013
Marketing is in part a relative activity; when a category cuts marketing spending overall, a reduced investment can deliver the same share of voice in the category. Competitive Investments Are a Key Factor If marketing budgets are being cut back because the economy or a specific sector is struggling, the case is even easier.
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100 Why Good Content Delivers Bad Leads
Digital B2B Marketing
JUNE 12, 2013
Some contacts will be appropriate for immediate followup or a nurture program built around an active buyers journey. If you are just looking at the immediate results from your program, you are overlooking much of the value your content marketing program is creating. Segment and nurture responders.
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100 The Inbound Marketing Propaganda Machine
Digital B2B Marketing
JANUARY 7, 2014
In a separate Passle survey, 70% of marketers at small and mid-sized businesses said they could not maintain an active blog. According to research Passle conducted, 35% of businesses with a blog have not posted 4 times in the last year (primarily small companies). If the ROI of inbound marketing is that good, why not?
Marketers Ruin Good Marketing Opportunities
Digital B2B Marketing
JANUARY 3, 2012
Essentially, you become a check-the-box marketer, with a list of marketing activities you need to accomplish and without your own cohesive marketing vision. When you follow best practices and chase trends, you allow someone else’s vision to dictate your marketing approach. By definition, they had fewer competing marketing messages.
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100 LinkedIn: Do New Offerings Make It the King of B2B?
Digital B2B Marketing
MARCH 19, 2013
With great reach (#22 US site in January 2013 according to ComScore ), extensive profile data actively maintained by the audience and granular targeting options, LinkedIn is a powerhouse in the world of B2B advertising. If you are in B2B advertising, you cannot ignore LinkedIn.
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100 What Really Happens When Influence Increases?
Digital B2B Marketing
JUNE 6, 2013
At some point, marketing activities reach a diminishing return. (addition: I’m not saying Klout is necessarily a measure of influence, that needs its own separate discussion!). The Diminishing Return on Influence. If one email a week is driving great results, 10 emails a week won’t drive 10x the return.
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Which Social Network is Right For B2B Marketing?
Digital B2B Marketing
APRIL 28, 2011
Unless your audience cleanly matches a common research segment, there is likely limited information available about what social networks they are actively engaged with. Unfortunately, that is easier said than done. Actually getting this information isn’t just a quick research run.
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