Digital B2B Marketing

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone. For B2B marketers, this environment requires a renewed focus on three elements and one major change. No thanks, I’ll pass.”

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Digital B2B Marketing

JULY 14, 2011

Thought leadership is a common marketing topic, but unfortunately thought leadership is not a common outcome of marketing. Part of the problem is that thought leadership marketing has lost all notions of actual thought leadership. Thought leaders understand their own business, clients needs and the larger market context.

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Digital B2B Marketing

AUGUST 2, 2011

As B2B marketers enter the 2012 strategic planning season and begin shaping executional plans, it is important that we get it right. Today, many companies have replaced strategic planning with a set of goals and tactics, without a formalized marketing strategy. Many companies simply do not value marketing strategy.

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Digital B2B Marketing

JUNE 23, 2011

If B2B marketing isn’t dead, it is changing very quickly. But the real change isn’t the marketing , it is how marketing has evolved in response to the evolving buyer. Here are five changes your marketing needs to make. As Michael Brenner said, Mobile Marketing is a Strategy, Not a Tactic.

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Digital B2B Marketing

JUNE 16, 2011

In the future, marketing must be valuable. Earlier this week, Michael Brenner outlined the future of marketing , drawing from last fall’s future of advertising article in Fast Company. These are the lights you strive towards, not a destination you ever reach (although as a consumer, I wish every marketer could!).

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Digital B2B Marketing

AUGUST 30, 2011

The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “ Branding Doesn’t Work in B2B “). How has the role of enterprise B2B marketing changed with respect to woozles? Provide value: Marketing must deliver the value that has your audience coming back.

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Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. I am a digital and B2B marketer with a background in online media and analytics.

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Digital B2B Marketing

JUNE 11, 2014

Digital marketers are getting hooked on reporting bigger numbers, but in the process your marketing may actually be making a smaller and smaller impact. Marketers are making a land grab, including in their reporting big swaths of results that were not driven by their marketing efforts. Here are four common culprits.

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Digital B2B Marketing

JULY 7, 2011

A challenge faced by sales and marketing is the emotions that matter are not the easy ones to create. Here are some of the stronger and more powerful emotions at play in B2B marketing and sales: Trust. Will your sales and marketing address these emotional needs, or will you rely on rational positioning? About Eric Wittlake.

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Digital B2B Marketing

AUGUST 11, 2011

What would happen to your marketing programs if every channel required explicit opt-in and opting out or unsubscribing was just a click away? Preparing for opt-in marketing requires recognizing your audience is in control. But in an opt-in marketing world, simply being valuable does not ensure success. Be Uniquely Valuable.

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Digital B2B Marketing

MAY 28, 2015

As I came back from the B2B Marketing Innovation Summit, put on by Demandbase, I couldn’t shake the feeling that we aren’t doing enough. Sure, marketing is changing faster today than it did yesterday. It doesn’t matter how fast marketing is changing! That I’m not doing enough. Blah blah blah.

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Digital B2B Marketing

OCTOBER 4, 2012

Data is the foundation for analytics. Analytics is the foundation for marketing driven by data and insights. When you start with bad data, you get erroneous insights and your marketing goes in the wrong direction. A recent research result from ITSMA and Vision Edge Marketing is eye opening. You Don’t!

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Digital B2B Marketing

DECEMBER 13, 2011

What are B2B marketers biggest measurement challenges? How do they effectively communicate results within the organization? What are the trends they are looking towards in 2012? We tackled these and other questions during the weekly #B2Bchat discussion on Twitter on December 8, 2011.

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Digital B2B Marketing

JUNE 9, 2011

Yesterday’s #IMCchat (Integrated Marketing Communications) on Twitter included a conversation about customers as assets. Your marketing analytics or financial analysis group even tracks the exact value of your customer, and it is a metric you should cherish. Customers Drive Your Business, They Are Not Your Assets.

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Digital B2B Marketing

JUNE 14, 2011

Site-side analytics are great for your content, but they don’t provide any site into the content you curate and share. Today, Bizo announced Switchboard, the first viable attempt I’ve seen to help marketers answer these questions. [No 38% work in the marketing and advertising industry. Share in the comments below.

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Digital B2B Marketing

SEPTEMBER 13, 2011

Here are two implications for marketers of this new state of partial attention. As attention spans are reduced, marketers must move to shorter, punchier formats that grab and briefly hold our attention. Marketers must deliver increasingly prescriptive information that requires less critical thought. Shortened attention spans.

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Digital B2B Marketing

AUGUST 25, 2011

The current response from marketing falls woefully short of where they need to be in a few short months. Discussions of mobile marketing quickly turn to apps, mobile sites and how to make content mobile-friendly. Mobile will be the assumption for marketing, not the extension. How different is this? About Eric Wittlake.

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Digital B2B Marketing

FEBRUARY 23, 2012

Some of the approaches here use Google Analytics or WordPress statistics, the measurement solutions I use here on B2B Digital Marketing. In Google Analytics, go Traffic Sources > Sources > Referrals and select “t.co” from the list of sources. You will get a report of visits from each t.co-shortened

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Digital B2B Marketing

OCTOBER 6, 2011

Marketers have a huge blind spot when it comes to nurturing and lead scoring. Today, the blind spot is a reality, and one that marketers simply must cope with. Here are three methods I see in the market today or on the horizon that address this blind spot. I work with B2B clients on media and integrated marketing programs.

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Digital B2B Marketing

OCTOBER 4, 2011

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience.

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Digital B2B Marketing

JUNE 2, 2011

Current marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42 , 78% of B2B marketers say awareness is an objective of content marketing. Ways to improve business or reduce cost that require purchasing your product are only valuable when I’m in market.

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Digital B2B Marketing

SEPTEMBER 14, 2011

I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. About Eric Wittlake.

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Digital B2B Marketing

OCTOBER 13, 2011

As marketers, you need to remember the basis you compete on. I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs at Babcock & Jenkins. The second time, we felt lied to. Decide How You Compete. Why do customers buy from you?

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Digital B2B Marketing

OCTOBER 11, 2011

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom. Marketing Automation.

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Digital B2B Marketing

AUGUST 16, 2011

I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Discuss your view below or with me on Twitter. About Eric Wittlake.

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Digital B2B Marketing

SEPTEMBER 1, 2011

I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Share your answers in the comments below or with me on Twitter.

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Digital B2B Marketing

AUGUST 23, 2011

In social media, marketers buy attention with promotions or discounts. And research shows consumers expect this from marketers. For social media to become an important part of the marketing mix and create loyal customers, it cannot continue to rely on tactics that reinforce consumer price sensitivity. That is OK. Deliver Value.

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Digital B2B Marketing

JUNE 1, 2011

Yet this is exactly what social media marketers do every day. Then, when you join conversations as a marketer, you will understand social media etiquette better than you can learn it from any book, seminar or blog post. I am a digital and B2B marketer with a background in online media and analytics. About Eric Wittlake.

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Digital B2B Marketing

JUNE 28, 2011

For B2B marketers, this might be an industry analyst, a named prospect or someone with a specific job function. In B2C marketing, this can be driven by circumstance, such as someone looking for a new vehicle. I am a digital and B2B marketer with a background in online media and analytics. About Eric Wittlake.

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Digital B2B Marketing

JULY 6, 2011

It also comes from corporations looking to exert control over the market and their customers to increase market share, and a slow revolt is following. In the enterprise software market, we see the rise of SaaS or Anything-as-a-Service offerings competing with traditional enterprise providers. About Eric Wittlake.

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Digital B2B Marketing

JUNE 30, 2011

Social media marketers need to constantly improve the condition of the market they serve. I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. Organic Leaves the Soil In Better Condition. Naturally, it is organic.

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Digital B2B Marketing

JUNE 7, 2011

However, despite multiple links to Digital B2B Marketing in various Paper.li I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. In addition, if Paper.li editions, I receive more mentions on Twitter from Paper.li than Paper.li-referred

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Digital B2B Marketing

MARCH 25, 2011

As marketers become publishers in their own right, it is natural they become expert content curators also. Curating content reduces the burden of original content creation , allowing marketers to pull from the best information available for their audience, regardless of source. Your audience must first discover and choose you.

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Digital B2B Marketing

JULY 28, 2011

Early attempts to include social media in a marketing mix model, even once history is available, will initially struggle because of this. Is there an alternative to marketing mix models ? Is there a way to control social media distribution in order to test within paired markets? About Eric Wittlake.

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Digital B2B Marketing

JUNE 29, 2011

This is an attempt to match the TV market, not to facilitate cross-media standards. But demographics should not be the currency in a market that should be differentiating itself on the ability to target beyond simple demographics. Creating a marketing strategy and channel plan is not like creating a Whopper.

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Digital B2B Marketing

NOVEMBER 7, 2013

Or at least that’s the approach of these B2B marketers. The Dirty Dozen: Twitter’s B2B Marketing Spammers. Here are a dozen of the B2B marketing accounts I identified using Twitter favorites as a spam tactic to increase followers. Apparently, then its different. Twitter Favorite Spam. It’s simple. Reachforce.

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Digital B2B Marketing

FEBRUARY 5, 2013

Marketers, encouraged by self-proclaimed gurus, experts and thought leaders, are increasingly misusing and abusing research and statistics when developing their marketing approach. Yes, market and audience research can be incredibly valuable. Here are four mistakes marketers make when using market research data.

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