Digital B2B Marketing

OCTOBER 4, 2012

Develop Your Marketing Plan Once you have identified the marketing objective in Step 2 (not the overall business objective) develop your marketing plan. Each tactical activity is then measured on its own with a distinct set of metrics. Well defined metrics are critical.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 100

Digital B2B Marketing

MAY 17, 2011

Underlying the new demand generation activities will be two key changes. As professional and personal lives intertwine, business marketing messages compete with new family pictures for attention. Demand creation activities must support the buying process on the buyers terms. Relevance is the New King. Relevance requires BOTH.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

JULY 16, 2012

This focus on the day-to-day marketing and business activities has given rise to a number of B2B marketing myths. B2B is Dead Rick Segal of Gyro has built an impressive business and there is a lot of wisdom in his defense of why B2B marketing is dead. However, these are just changes in business.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

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.

Media 100

Media Social Media ROI Media Plans 100

Digital B2B Marketing

APRIL 28, 2011

When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. Each audience is different, and the question for your business is not what is best, but what is best for you. Take a quick look at the very different sharing patterns of the three sites below.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

JUNE 28, 2012

What do businesses really mean when they talk about relationships and what is marketing’s place in those relationships with clients, prospects and the marketplace at large? Business Relationships that Matter In the vast majority of enterprise B2B companies, relationships that matter are between people.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

MAY 5, 2014

You care about the people who have the potential to drive business. ” 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. You don’t want everyone to spend time on your site. You don’t want everyone to respond to your advertising.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

Digital B2B Marketing

MAY 25, 2011

Jay Baer proposed in a blog post on Monday that Facebook for Business is Email Marketing 2.0 , and that email can then be used to value marketing efforts on Facebook. Today, despite all of the corporate buzz created by social media, it is still a nascent activity for many marketers. Jay, thanks for the inspiration this week.

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

MARCH 27, 2012

Omniture (now Adobe) wants to be a leader on driving business results with digital marketing, not just measurement. Eloqua has an active voice on the entire spectrum of content marketing. B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

FEBRUARY 28, 2012

The real question is, will the difference be part of their business vocabulary tomorrow? Your Turn How should businesses look forward and balance emerging opportunities with today’s tried and true or must-have activities? Who cares if they are!

Twitter 100

Twitter B2B Marketing Internet Marketing Course 100

Digital B2B Marketing

MAY 7, 2013

Do other ongoing marketing activities improve this specific opportunity? The business environment, buyer behavior and competitive landscapes are changing rapidly. Business is more competitive and the bar for “ good enough ” keeps rising. Sometimes telling the difference is hard. Just Doing What You Know Works.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

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.

Budget Programs 100

Budget Programs Marketing Budget Marketing Automation Services Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 19, 2013

Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. The measurements you use have to support the active management and optimization of your programs as well. Enterprise B2B marketers face a conundrum. However, sales cycles are long.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Ranking Lead Scoring 100

Digital B2B Marketing

SEPTEMBER 25, 2012

As people collect endorsements, the value of LinkedIn as a business network and as an advertising property will decrease. However, as LinkedIn use moves towards more social or gamified activity and away from business networking, the value of their advertising will decrease. Spam will increase.

Linkedin 100

Linkedin CAN-SPAM Ideal Customer Profiles Display 100

Digital B2B Marketing

JUNE 12, 2013

Ok, there are a few good opportunities mixed in, but most are not the decision makers you need to reach or they are from businesses that are too small. Some contacts will be appropriate for immediate followup or a nurture program built around an active buyers journey. There’s just one little problem: the leads are crap.

Lead Ranking 100

Lead Ranking Lead Scoring Buyer's Journey Leads 100

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.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

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.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

SEPTEMBER 18, 2012

Linking Offline Activity Back to Online Facial recognition is one of the emerging technologies that will impact marketing. For B2B Marketing What if Staples or Office Depot could identify regular in-store visitors that may be business customers?

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

SEPTEMBER 11, 2012

As Twitter evolves from a technology company that was focused on serving users to a media company (at least in its business model) attempting to balance the demands of both marketers and users, the conflict is in full view. A sustainable business structure for Twitter that allows them to continue to exist.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

AUGUST 13, 2013

If you aren’t willing to reconsider your marketing activity (not direction, see above), you will not succeed as an agile marketer. Like many long term business and marketing goals, our personal dream was still fuzzy around the edges. Communicate Clearly and Frequently. Selling our home and getting land has been a dream of ours.

Planning 100

Planning Marketing & Strategy Marketing Network Marketing 100

Digital B2B Marketing

MAY 21, 2013

Marketing automation gives you a way to automate your marketing activity with far more complex business rules. If you are just building out your first drip email campaign, you can build it in a marketing automation solution but you could also build it in almost any modern email marketing solution. You Don’t Have Scale.

Marketing Management 100

Marketing Management Marketing Automation Services Marketing Automation Automation 100

Digital B2B Marketing

MAY 17, 2012

Publishers actively promote the perception that they deliver leads. Here is a particularly aggressive quote from one company’s website: We use your content and our database of over 20 million business contacts to manufacture marketing qualified leads for your business. As many leads as you want, whenever you want them.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

OCTOBER 11, 2011

Soon, not offering content that supports the research and buying process may be the equivalent of not having a website, phone number or email contact for your business. In B2B and many consumer markets, content is now the norm and potential customers assume you will provide it.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

JULY 14, 2011

Here is the definition of thought leader provided by Wikipedia: “Thought leader is business jargon for an entity that is recognized for having innovative ideas.&#. Thought leaders understand their own business, clients needs and the larger market context. I see the following as the key points: Thought leadership is recognized.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

APRIL 25, 2012

If my goal was to promote Babcock & Jenkins , the agency’s work would be more prominent on this blog, but my overall activity would be very similar. Your Turn Have you used Triberr for business? One of my personal goals in social media is to engage with people interested in modern B2B marketing.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

OCTOBER 11, 2011

Soon, not offering content that supports the research and buying process may be the equivalent of not having a website, phone number or email contact for your business. In B2B and many consumer markets, content is now the norm and potential customers assume you will provide it. Marketing Automation. Social Media.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

JANUARY 10, 2012

The business sees a huge repository of customer and prospect data it believes is valuable for email marketing. Marketing lists are often acquired sporadically, and when these acquisitions are handled by various groups, companies lose the opportunity to learn from their successes or failures.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

JANUARY 19, 2012

Business and Personal separation. Many people separate their business and personal activity. Having employees share your businesses content may require changing corporate and employee culture. G+ still offers very limited automation, so employees need to be notified and then manually share content.

Google 100

Google SEO Branding Brand Identity 100

Digital B2B Marketing

NOVEMBER 10, 2011

How will the benefit of this influence be reflected in your business?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

How will the benefit of this influence be reflected in your business?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

JUNE 7, 2011

Judging by the $1 to $10 per month price tags for a number of tools, outside of business accounts, it isn’t very much. That is not influencing, it is not driving activity, it is simply adding noise. Real Price: Your Reputation and Influence. How much will you pay for a service that saves you time in social media? than Paper.li-referred

Social Media 100

Social Media Word of Mouth Cost Media 100

Digital B2B Marketing

JUNE 14, 2011

Your planning is based on your target audience, but you are measuring activity from everyone. Then, you put your social media plan in place, including sharing great content from others and creating your own. And you hit a fundamental disconnect. Here are two questions that are difficult to answer.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

OCTOBER 29, 2013

Companies that field research for their own marketing activity never share all of the results. An example I recently came across is Passle’s State of Business Blogging 2013 report, with markedly different results from the Content Marketing Institute’s 2014 Benchmarks report. Consider What Isn’t Said.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

NOVEMBER 3, 2011

Tweets are sent through Triberr and cannot be easily managed along with the rest of your social media activity. Social Media Integration: Today, Triberr has built a social media island. This is potentially a big change, and watching this unfold may be a very interesting case study of how a product moves from a niche position to mainstream.

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 5, 2013

Applying Industry Benchmarks to Your Business. Industry benchmarks are, by definition, from multiple businesses in different situations and with various practices. Survey responses reflect what people normally do, not what they always do, overstating the importance of common action and masking secondary activities.

Research 100

Research Advertising Benchmark Blast Campaigns Customer Surveys 100

Digital B2B Marketing

JUNE 26, 2013

Your primary goal is to increase engagement, raise lead scores and pass a more active “lead” to sales as quickly as possible. For some businesses, this may mean six emails a quarter, for others it might only be two. outside of high cost advertising campaigns, events or other traditional marketing activities.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 100

Digital B2B Marketing

MAY 12, 2011

One marketing activity that makes sense on the surface, but without complementary components, simply doesn’t deliver what it could. Marketing tactics are striving to deliver against an overarching business goal, without a clear purpose. Your contribution to the business isn’t clear. Your insights are limited.

Marketing & Strategy 100

Marketing & Strategy Marketing Strategy Act-On Paid Search Agency 100