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.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

MAY 5, 2014

Enterprise B2B marketers spend the majority of their effort marketing to individuals that don’t have any chance to become customers. Your marketing database is full of contacts that will never become clients. The problem is, you don’t want everyone to register. “The signal is the truth.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

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!).

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

FEBRUARY 14, 2013

There is a disturbing trend in both consumer and B2B marketing: Marketers do not love the people they are marketing to. Behind closed doors, many marketers don’t like or even respect them. In turn, consumers and B2B buyers have come to dislike marketing. What sacrifices do you make for your audience?

Word of Mouth 100

Word of Mouth Banners Custom Publishing Marketing & Strategy 100

Digital B2B Marketing

OCTOBER 29, 2013

One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. Marketing often isolates statistics, removing them from any context that would allow for appropriate comparisons. Content marketing. Marketing automation.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

JULY 9, 2012

Content marketers need to deliver results in an environment that is constantly changing. Faced with these constant changes, content marketing can either devolve into a series of reactionary random acts of marketing or take the changes in stride. Expansion of your offerings into a new market. They select a competitor.

Content Marketing 100

Content Marketing Planning Marketing Management Content 100

Digital B2B Marketing

AUGUST 22, 2013

Developing personas is one of the first steps recommended by many B2B marketers. Understanding your audience is critical, and personas are one of the most effective solutions, right? Unfortunately, many B2B marketers are working with personas that do more harm than good. Depending on your market, you might only need two.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

JANUARY 24, 2013

It Smells Like Marketing Let’s face it, no one wants to be marketed too. This blog doesn’t develop an audience. It Isn’t Connected to the Business Being “all about your audience” can go too far. See 7 Steps to Find Your Content Marketing Sweet Spot for tips on avoiding this.

B2B Marketing 100

B2B Marketing Paid Search Agency B2B Press 100

Digital B2B Marketing

DECEMBER 1, 2011

Retargeting ads are inexpensive and for online direct marketers, they usually perform very well on click rate, conversion rate and cost per conversion metrics. However, like companies that once used telemarketing during the dinner hour, some companies are focusing on measurement and forget about their audience. Both are marketers.

Online Marketing 100

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

Digital B2B Marketing

DECEMBER 1, 2011

Retargeting ads are inexpensive and for online direct marketers, they usually perform very well on click rate, conversion rate and cost per conversion metrics. However, like companies that once used telemarketing during the dinner hour, some companies are focusing on measurement and forget about their audience. Both are marketers.

Online Marketing 100

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

Digital B2B Marketing

OCTOBER 15, 2013

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. For most B2B marketers, it isn’t nearly enough. And they’re right. Influencer Networks.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

NOVEMBER 6, 2012

Perceptions are created by experience with your products, service and people, through what other people say about you (even competitors) and through your own marketing. However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. All they see are leads.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

AUGUST 20, 2013

A marketing automation program. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. Does Your Audience Know You. Since you are in B2B marketing, you probably want them to register.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

MARCH 7, 2013

If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Lead generation is still one of the top objectives of enterprise B2B marketers and many B2B publishers continue to propose banners as a way to deliver leads.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

JULY 16, 2012

The B2B marketing community has become so focused on the journey they have lost sight of the destination. The purpose of B2B marketing is not leads, relationships, content or branding. This focus on the day-to-day marketing and business activities has given rise to a number of B2B marketing myths. It isn’t likely.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

JUNE 14, 2012

You are ready to take your content marketing to the next level. Now, you are ready to use content marketing to raise the profile of your company overall. Identifying where to focus your Stage Zero content efforts can be an unnatural process for marketers accustomed to focusing on the buying process. Where do the line up exactly?

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

FEBRUARY 25, 2014

Marketers are looking for a way to get attention, to get their message across and ultimately to get an advantage over their competitors. Marketing has become a bad word to many. As a marketer you may even cringe in certain settings when you are asked what you do. The Golden Rule. Do you like receiving phone calls at dinner time?

Rules 100

Rules Paid Search Agency Banners Barriers 100

Digital B2B Marketing

MAY 7, 2013

Chasing Random Acts of Marketing. It should be easy to avoid a random act of marketing but it is extremely difficult to pass up a great marketing opportunity. Will this improve other elements of your marketing? Do other ongoing marketing activities improve this specific opportunity? How do you provide choice?

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

JULY 31, 2012

B2B marketing is complex. Sales cycles are long, measurement can be convoluted, and segmentation, lead scoring and sales and marketing alignment take traditional marketers into uncomfortable spaces. Amid the details and uncomfortable spaces, the bigger marketing picture is often lost. Buyers need information.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Buyer personas are a hot topic of discussion in the B2B marketing world, but how do you create the personas that you need and ensure you are getting the value you need out of them? Here are three of the takeaways I came away from the conversation with: Many B2B marketers do not understand what a persona is.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 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? Strategy advice marketing advice' Everyone has something to sell.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

AUGUST 7, 2012

Inbound marketing is all about your content, right? If you use the components of inbound marketing I have shared or the common definition centered on content, social and search, content is at the core. During Marketo’s Social Rockstar Tour presentation, they presented two alternatives to content in inbound marketing.

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

Digital B2B Marketing

MAY 25, 2011

The Changes to Email Marketing will Not End with Facebook. 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 is (part of) Email Marketing 2.0. But email marketing is a one-way blast channel.

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

MARCH 27, 2013

When you are marketing a marketing service to marketers, the bar is even higher than it is for most B2B marketers. Your marketing will be seen as an indicator of the quality of your marketing service. Yes, that’s a lot of marketing in two sentences. I’m using it in the office now.

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

MAY 1, 2012

Your initial inbound marketing results are promising, but you need more. Inbound marketing represents a major investment for B2B marketers. Traditional B2B marketers face a challenge. Their marketing has been built from the start around the idea of inbound marketing (even if they didn’t call it that).

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

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 “). Like a woozle, your brand lives in the hearts and minds of your audience and affects behavior. What are the mandates for B2B marketers today?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

NOVEMBER 17, 2011

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. 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. All of this advice is prescriptive.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. 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. All of this advice is prescriptive.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 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. As a marketer, if your social media program includes establishing individuals as participants in industry conversations, Triberr should be on your radar. It is a lightening rod application.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

SEPTEMBER 5, 2013

Great Marketing Content. Unfortunately, since it is judged from the perspective of your audience, there is no hard and fast rule you can follow. What marketer’s content consistently passes this test? ” If someone answers no, your content wasn’t good enough for them. Respectful of your time.

Content 100

Content Rules Marketing Education 100

Digital B2B Marketing

APRIL 11, 2013

B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). We said content marketing was cheap.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. 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 27, 2012

B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus. 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. Be Discovered.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

DECEMBER 2, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. 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

JANUARY 24, 2012

If cable and online video fragmented TV audiences, then audiences are shattered when everyone produces their own channel or subscribes to a handpicked list of channels produced by their friends, influencers, entertainers and chosen brands. Now everyone has a soapbox and a small audience. The challenge is: How.

Peer-to-peer 100

Peer-to-peer Cable Outreach PR 100

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. Don’t worry about filtering off an audience this is really engaged in the content.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

JULY 24, 2012

In B2B marketing, standing out from the crowd and getting your audience’s attention is absolutely critical. With a little bit more effort, B2B marketers can be much smarter about retargeting, creating segments based on what visitors have viewed.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100