Digital B2B Marketing

OCTOBER 4, 2012

Clearly Identify Your Objectives For example, your overall objective might be increasing revenue or marketshare for a certain product or solution group. Each tactical activity is then measured on its own with a distinct set of metrics. But if you plan to manage and optimize your marketing investment, you can’t skip measuring it!

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 100

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. When you earn attention through curation, you have the opportunity to share your own gated content or position your own products along with the information you curate.

Curation 100

Curation Lead Ranking Lead Scoring Thought Leadership 100

Digital B2B Marketing

MARCH 27, 2012

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

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

AUGUST 7, 2012

If you have a freemium product model, if you offer referral bonuses or if you have a collection of free tools, then you have probably realized that inbound marketing does not have to center on your own content. Affinity Is there a strong community around your product? Utility Do you offer something useful for free?

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

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.

B2B Marketing 100

B2B Marketing Brand Identity Branding B2B 100

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%. Improving awareness and perception of your product, brand or company increases the leads across all sources.

Lead Generation 100

Lead Generation Lead Ranking Lead Scoring Generation 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. What is the return on people talking about your brand and product between each other? Social media activities creates these relationships and enables these discussions. You Manage What You Measure. They should be.

Media 100

Media Social Media ROI Media Plans 100

Digital B2B Marketing

NOVEMBER 10, 2011

I do not want you to buy my product. I do not even want you to use my product. I want other people to buy and use my products and services because of you. Influencer marketing is fundamentally different. So how do you plan and measure an influencer marketing program? When is their input welcomed or sought out?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

I do not want you to buy my product. I do not even want you to use my product. I want other people to buy and use my products and services because of you. Influencer marketing is fundamentally different. So how do you plan and measure an influencer marketing program? When is their input welcomed or sought out?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

JULY 21, 2011

Much of it looks like a product pitch, full of promotional product-benefit language. If you are serious about the benefits of content marketing , it may be time to reassess your activity. Too many companies are stuck in this rut, and because of it, email is filled with content promotions today.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

OCTOBER 29, 2013

I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. They didn’t just notice it or remember it, but nearly half of potential buyers that watch a video actually bought a product because of it! Turn Stats Upside Down. Put Stats Back in Context.

Statistics 100

Statistics Banner Ads Stats Sample 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. Imagine if the stores and products you browse offline was available to target marketing, just like the online browsing is today? Today’s possibilities are amazing and maybe a little bit scary.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

AUGUST 23, 2011

Great Product. Your product must deliver a great experience for your preference segment. But is this the only path for social media, or can activities like those outlined above drive preference? In social media, they do not need to be concerned with someone only looking for Microsoft Word, email and web browsing.

Social Media 100

Social Media Buy Media Pricing 100

Digital B2B Marketing

NOVEMBER 3, 2011

Here are places the change should be reflected: Product Roadmap: The roadmap should reinforce Triberr is more than a way to syndicate your content through other people. Tweets are sent through Triberr and cannot be easily managed along with the rest of your social media activity.

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 100

Digital B2B Marketing

MAY 7, 2013

Do other ongoing marketing activities improve this specific opportunity? Do you incorporate feedback into your marketing and your product? It should be easy to avoid a random act of marketing but it is extremely difficult to pass up a great marketing opportunity. Sometimes telling the difference is hard. Catering to a Vocal Minority.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

JUNE 7, 2011

However, increasingly companies are asking us to pay by promoting their products and services to our connections. That is not influencing, it is not driving activity, it is simply adding noise. Carefully consider before signing up for a product that uses your network for its own promotions: are you willing to endorse this?

Social Media 100

Social Media Word of Mouth Cost Media 100

Digital B2B Marketing

JUNE 11, 2012

Content curation can be a valuable activity. You are reinforcing someone else’s thought leadership With positive vendor profiles increasingly available for a fee and an increasing number of smaller firms that even provide product reviews, analyst content has lost much of its lustre. Similarly, a research librarian is valuable.

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 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. Social media can benefit many businesses, but so can your sales team, advertising, product, customer service or supply chain management. The purpose of B2B marketing is not leads, relationships, content or branding.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

JUNE 28, 2012

Focusing on how marketing contributes will position your company to have more meaningful and productive relationships with customers. Activities ranging from inbound marketing to lead scoring and distribution are critical for marketers to master here.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

JANUARY 26, 2012

When I want information about your product, deliver it or lose your opportunity. Become one of the few that consistently delivers and we will activity seek you out. As a media buyer, it baffles me when publishers put a media kit behind a registration form, and then send the kit via email a day later. Expecting a one hit wonder.

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

DECEMBER 1, 2011

Over the last six weeks, I asked people around me on my commute what they think of online ads for sites they recently visited or for products they recently looked at. Are there other marketing activities that annoy you or may do marketers more harm than good? [Tweet this] That’s the way many of them describe retargeting.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

DECEMBER 1, 2011

Over the last six weeks, I asked people around me on my commute what they think of online ads for sites they recently visited or for products they recently looked at. Are there other marketing activities that annoy you or may do marketers more harm than good? [Tweet this] That’s the way many of them describe retargeting.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

JUNE 18, 2014

Advertising will tell us about the products we want to know about, give us a direct path to the content we need and provide access to discounts on products we want. Some of the companies that make their data available through BlueKai link off-line purchasing to your web activity. How will marketers do this? Data, of course.

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

MARCH 15, 2011

In part one , I listed marketing activities that were effective on paper but upset people until they fought back, with technology and legislation. Today, ecommerce marketers are frequently guilty, with products briefly considered and rejected stalking you to every corner of the web. What other marketing activities belong on the list?

Paid Search Agency 100

Paid Search Agency Ad Frequency Digg CAN-SPAM 100

Digital B2B Marketing

JANUARY 22, 2014

According to a report from InPowered and Marketing Evolution , when compared to a baseline control group, people who read “expert earned media had a 58% lift in purchase consideration and a 68% lift in likeliness to share info about the product with others.” Twitter, according to the report, has 232 million monthly active users.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

JUNE 18, 2013

If you are looking to present your perspective and incorporate your unique value proposition, you can outsource writing or production activity but the briefing and integration requirements are still significant. Outsourcing content is always a shortcut (with cost) option, but what are you looking to accomplish with your content?

Content 100

Content Opinions Video Marketing Advertising Agencies 100

Digital B2B Marketing

FEBRUARY 27, 2013

Your focus needs to align with your audience’s focus and priority, not just your product and offering. Your brand should already have an active presence. Each profile should look valid and active before the campaign is launched. Begin building an audience on networks that include an active follow function.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

MARCH 21, 2011

Here are Chris’s three key points: Connect ideas to offerings: tell a story that extends from vision to implementation Use ideas to attract and nurture leads Train salespeople to use and talk about ideas For many well-intentioned marketers, the missing link is product. Are marketing, sales and product aligned?

Thought Leadership 100

Thought Leadership Top of Funnel B2B Thought Leadership Digg 100

Digital B2B Marketing

FEBRUARY 16, 2012

Demand generation: the practice of creating demand for an organization’s products or services through marketing. The direct outcome is your audience is more likely to purchase your products or services. Email, telemarketing and other one-to-one marketing activity drives demand from this smaller audience with targeted sharing.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

APRIL 30, 2013

However, the study only considered sales data (sales volume, pricing, etc), advertising spend and activity on Twitter. ” Fixed: “A significant improvement in the quality of your product improves word of mouth and increases sales.” Where is the impact of a great versus average versus disappointing game in the study?

Twitter 100

Twitter Research Word of Mouth Correlation 100

Digital B2B Marketing

MARCH 4, 2011

To keep you informed of important technology products, services and business opportunities, Ziff Davis Enterprise would like to occasionally send you valuable information via email from our business partners. Subscribe to Email Updates @Wittlake on Twitter Stats: Only 28% of social media marketers outsource any social activity.

Enterprise Management 100

Enterprise Management Advertising Agencies Digg Demand Generation Agencies 100