Digital B2B Marketing

MARCH 27, 2013

The promotional product business was a $15.6 billion business in 2009 ( source ). Instead of putting your audience at the center of your marketing, you are sending the message that you just don’t care. Instead of striving to make your tchotchke memorable, connect it to something your audience wants to remember.

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

FEBRUARY 12, 2013

Does content marketing work for local businesses? People that say “no” tend to say it doesn’t work anymore because behavior is changing (newspaper), it doesn’t work because their audience doesn’t use it (social media) or it doesn’t work because it doesn’t reach their audience (content marketing).

Social Media 100

Social Media Media B2B Case Study 100

Digital B2B Marketing

JUNE 14, 2012

To broadly improve your visibility within your market, you need to focus this content marketing initiative on the priorities your target audience has when they are not in market for or considering your solutions. Get To Know Your Audience It has been said a million times, but it is still critical. Where do the line up exactly?

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

APRIL 3, 2012

Business is predicated on earning a return on investment. Projecting a Selfless Image In order to humanize a company in social media, companies need to create the perception they are altruistically serving their audience. Serve your audience instead of your business. Ask your audience.

Social Media 100

Social Media Paid Search Agency Companies Media 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. Targeting a niche audience beyond LinkedIn has generally meant going to trade publications or using data from Bizo.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

JANUARY 19, 2012

To see SEO benefits from Google+, your site, pages and content need to become part of “Your Audience’s World” on Google+. To maximize the traffic benefits, you need the Google+ account that shared the information to be an account your audience trusts. Business and Personal separation. Each has its challenges.

Google 100

Google SEO Brand Identity Branding 100

Digital B2B Marketing

MAY 5, 2014

And let’s not even start with banners for B2B marketing, where most of the audience of even the most targeted sites will never represent an opportunity for you. You care about the people who have the potential to drive business. The problem is, you don’t want everyone to register.

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. Facebook marketing and email marketing are both about developing an audience that allows you to engage over time. everyone has the potential to reach a large audience.

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

DECEMBER 6, 2011

Looked at another way, Google averages two algorithm changes every business day. Focus on your audience. Know Your Audience What are your audience’s priorities? Know Your Audience What are your audience’s priorities? Connect to your audience through their priorities, not your product offerings.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Looked at another way, Google averages two algorithm changes every business day. Focus on your audience. Know Your Audience What are your audience’s priorities? Know Your Audience What are your audience’s priorities? Connect to your audience through their priorities, not your product offerings.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

APRIL 29, 2014

Branded content is delivering the results advertisers are looking for, and native publishing is one of the easiest ways to start creating branded content and ensure it is actually seen by your audience. Today, the price of attention is talking about what your audience cares about. Native publishing is the clear solution.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

MAY 7, 2013

You see this when creative taglines or campaign ideas become core to your marketing program, leaving your audience scratching their head to figure out what you are trying to say (or more likely, just ignoring you). Yes, your campaign idea is excellent, but it was meant to be a way to connect you with your audience.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

APRIL 4, 2013

In marketing, and particularly in B2B marketing where we have fewer sources of reliable information, we are all looking for new opportunities for our business. Media companies say they can target and engage your audience: how are they doing it? Do they have experience targeting your audience for similar marketers with similar goals?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 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

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. The general advice is to understand your audience and what sites they use.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

MAY 29, 2012

However, the people B2B marketers want to reach are ultimately trying to solve a challenge or embrace an opportunity based on their unique business. Scenario 2: Small Business Storage and Backup Solution You sell a storage and backup solution for small businesses. Shouldn’t B2B marketing solutions be just as unique?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

FEBRUARY 7, 2012

What is important is how your audience sees you. Believable is Audience Focused Authentic creates a conflict. On one hand, you are advised to develop personas and a deep understanding of your audience in order to create an effective social media program. Slip up and your audience will call you out.

Social Media 100

Social Media Media Broadcasting Social Marketing 100

Digital B2B Marketing

JULY 9, 2012

Consider if you can take changes in these three areas in stride while seemlessly continuing to connect with your target audience. Audience Changes Ultimately content needs to connect with people (your audience), but their situation is constantly changing. Business requirements change. They select a competitor.

Content Marketing 100

Content Marketing Planning Marketing Management Content 100

Digital B2B Marketing

FEBRUARY 5, 2013

Yes, market and audience research can be incredibly valuable. Research rarely studies an audience exhibiting a single consistent behavior. Instead, multiple distinct audiences are generally assessed together. As such, the average isn’t actually a reasonable expectation for any individual member of the audience.

Research 100

Research Advertising Benchmark Blast Campaigns Customer Surveys 100

Digital B2B Marketing

OCTOBER 29, 2013

every publisher reports the audience likes their specific publication best. Instead of recruiting a cross-section of the audience, respondents are recruited through social media or their own database. When you look at the sample audiences, they are vastly different. Which one matches the audience you are looking to understand?

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

AUGUST 11, 2011

Preparing for opt-in marketing requires recognizing your audience is in control. Your audience holds the power to block all future communications at any time, and this raises the bar for communications. Being valuable to an audience is a challenge. On Facebook, it is the only option. Be Uniquely Valuable. Your Turn.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

FEBRUARY 13, 2012

Today, this change is often wrapped up in discussions of technology, buying media based on audiences (instead of sites), optimization algorithms and new skill sets. In business, big data means far more than that. Modern media buying is giving businesses a way to act on all of this data, not just marketing data, in real time.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 14, 2013

This trend will eventually destroy your business. Similarly, your audience needs to see your action as a sacrifice, not just part of what you should be doing. What sacrifices do you make for your audience? Your potential customers will live on without you, but you cannot exist without them. Show Your Love.

Word of Mouth 100

Word of Mouth Banners Custom Publishing Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 17, 2011

The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. Make sure your business is ready to connect with today’s social buyer. The problem is, marketing advice is prescriptive.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. Make sure your business is ready to connect with today’s social buyer. The problem is, marketing advice is prescriptive.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

DECEMBER 2, 2013

This normally means turning to early stage content offers with broad appeal to your audience. However, be wary of chasing hot topics though unless they are particularly relevant to your audience. They often appear to have strong appeal because they appeal to a broader audience. Sponsored Content. Create a Nurture Program.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

APRIL 17, 2013

Conversely, a great sales experience that directly addresses how your solution is right for their business can overcome a tarnished perspective from marketing. The sales experience should always be a more meaningful experience than what marketing delivers, but it impacts a still smaller audience. The potential deal vanishes.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 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 30, 2011

Like a woozle, your brand lives in the hearts and minds of your audience and affects behavior. The perception your audience has of your company is the reality of your brand. The buying process in some businesses is clearly defined, but it is not rational. Does your woozle play a role in closing a deal in enterprise B2B?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

APRIL 25, 2012

I believe as marketers and as individuals, we must serve our connections or audience if we have any desire to maintain and grow them. Your goal is to serve your prospective audience, not your tribemates. If you have read and shared enough on a topic (recently Pinterest for me), your audience likely doesn’t want more either.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Some marketers do not see value in personas beyond the audience research. Keep personas focused on the business environment. Your Turn How do you see personas adding value beyond other forms of audience research, or do you feel personas are simply fluff? Share your view in the comments below or with me on Twitter (@wittlake).

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

AUGUST 25, 2011

Smartphones are already the preferred email device for one-third of executives under 40 , and 44% of executives expect a mobile device to be their primary business device ( PDF source ). If you are a B2B marketer, your email should already be designed with mobile users as one of your primary audiences. This is my favorite question.

Mobile Marketing 100

Mobile Marketing B2B Marketing Internet Marketing Twitter 100

Digital B2B Marketing

DECEMBER 22, 2011

Flooded with content, audiences will turn to recognized sources. While adoption will increase, without clear success measures of incremental business results , many businesses will continue to question ROI. Content Marketing 1. Name recognition will rule. Video will come into its own for B2B marketers in 2012.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

AUGUST 28, 2012

Business Savvy If B2B marketing will be connected more closely to the business and business results, B2B marketers must become more business savvy. You must understand and appreciate the importance of finance, sales, talent management, supply chain, product development and more to the business.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 100

Digital B2B Marketing

DECEMBER 2, 2011

Flooded with content, audiences will turn to recognized sources. While adoption will increase, without clear success measures of incremental business results , many businesses will continue to question ROI. Content Marketing 1. Name recognition will rule. Video will come into its own for B2B marketers in 2012.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MARCH 1, 2012

Here is a screenshot of Sage’s white paper “7 Steps to Building a Business Case for ERP” promoted on the site. According to Quantcast, FreewareFiles.com’s audience tends to be 18 to 24 years old and accesses the site from home 83% of the time. Sage’s content is being promoted on Hey, It’s Free!,

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

MAY 17, 2011

As professional and personal lives intertwine, business marketing messages compete with new family pictures for attention. Your Audience is Driving. For inbound marketing, your content is responsible for delivering your message and persuading the audience. Relevance requires BOTH. Can your marketing compete with my passion?

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100