Biznology

SEPTEMBER 24, 2014

In our fast-changing marketing world, a smart B2B practitioner keeps up to date by learning from thought leaders. And there is no dearth of blogs on B2B marketing. The Business Marketing Institute, by Eric Gagnon. Available as “Tuesday Marketing Notes,” these posts are meaty—more like book chapters than blog posts.

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Biznology

JANUARY 29, 2014

Too often, these days, I am hearing B2B marketers mouth claims like “We got this new [fill in the brand] automation tool, so now we can reduce headcount.” Or, “Once this automation system is installed, it will take our marketing to the next level.” Marketers sometimes see automation as a silver bullet. This worries me.

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Marketing Automation Services Work Management Marketing Automation Marketing Management 80

Biznology

APRIL 2, 2015

Data drives B2B marketing today, and it’s a fast-evolving arena. New tools, new technologies, and most importantly, new buying behavior among businesses—these changes are accelerating the pace and driving new directions for B2B data-driven marketing. The rise of the marketing technologist. Real-time marketing gets real.

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Biznology

OCTOBER 28, 2013

I recently got my hands on a copy of Joe Pulizzi’s new book, Epic Content Marketing , and I can’t say enough good things about it. Truth is, as content marketing has exploded in the last couple of years, a jillion books on the subject have come along. But this is the one to acquire for your marketing library, for two reasons.

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Biznology

DECEMBER 5, 2014

Some B2B marketers know exactly what accounts are in their target market. These marketers can eliminate the old “spray and pray,” and focus all their attention and investment in a finite universe of prospects and current customers. What a luxury! It’s almost like mass customized selling, with maximum coverage and minimal waste.

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Biznology

JANUARY 30, 2015

Business-to-business marketers are plagued by data problems. As a marketer, your concern is delivery. The attribution problem has heated up recently, fueled by the rise of digital marketing. Marketers are in general agreement today as to the deficiencies of either of these traditional methods. It’s a never-ending battle.

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Biznology

JANUARY 23, 2012

One problem that plagues B-to-B sales and marketing is coming up with relevant, timely messages for nurturing customer relationships. The relentless challenge of creating new content is one of the most common impediments to long-term communications success for B-to-B marketers. Image via Wikipedia.

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Biznology

APRIL 25, 2012

Event marketing has long been a staple in B-to-B, where the face-to-face conversation enabled by a trade show or corporate event plays a valuable role in launching or deepening a business relationship. A study by the Event Marketing Institute says 93% of senior executives polled find value in virtual events.

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Biznology

JULY 23, 2014

Despite the attention given to large enterprise marketing, it’s small and medium businesses (SMB) where the bulk of marketing investments go. Plenty of agencies, research firms, and other marketers are focused on SMB, and willing to share their insights. What should marketers take away from these observations?

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Biznology

MAY 28, 2014

Are you happy with the quality of the information in your marketing database? A new report from NetProspex confirms: 64% of company records in the database of a typical B2B marketer have no phone number attached. Pretty much eliminates phone as a reliable communications medium, doesn’t it? Probably not. This is not a new problem.

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Data Hygiene B to B Marketing Analytics Tools Ideal Customer Profiles 80

Biznology

FEBRUARY 28, 2014

As a B2B marketer, I am always interested in new customer data sources, so I feel compelled to at least give them a listen. So, over time, I have come up with a 9-point assessment strategy to help marketers determine the likely legitimacy of a potential vendor, using approaches that can be replicated by anyone, at arm’s length.

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B to B Data Hygiene Marketing Management B2B Sales 80

Biznology

MARCH 23, 2018

I’ve been noticing some ironies in the world of B2B marketing lately; you know what I mean. Hubspot preaches inbound marketing as a mantra, right? The result: you get higher quality prospects, with higher conversion rates and at lower cost than traditional outbound marketing. But guess what? Kudos to them. Like this post?

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B2B Marketing Work Management Marketing Management Opt-out 190

Biznology

JULY 25, 2013

In the B2B marketing world, content is used primarily to 1. For these two purposes, business marketers need to have on hand an array of very particular types of content assets. Objective, meaning its marketing purpose, such as how-to, use case, testimonial, comparison. Photo credit: Wikipedia. Attract new prospects, and 2.

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Biznology

DECEMBER 31, 2014

Lattice faces competition from Mintigo and Infer, which are also offering prospect scoring models—more evidence of the growing opportunity for marketers to take advantage of new data sources and applications. Social networks, especially LinkedIn, are rapidly becoming a source of marketing data. Like this post?

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Marketing Automation Services Lead Ranking Tools B to B 80

Biznology

AUGUST 18, 2017

I listened to Michael Brenner recently give a keynote talk to B2B marketers at the MeritDirect Coop client conference, and picked up scads of great insights, tips, and strategic wisdom I’d like to share. These days, Brenner is a speaker and consultant on content marketing, with many lessons to share. 1% of the golfer campaign budget.

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B2B Marketing B2B Thought Leadership Budget Programs B2B 188

Biznology

NOVEMBER 5, 2018

I’m always running around saying how much I enjoy B2B marketing , because it’s complex, high ticket, and the results can be really satisfying. What’s particularly annoying is that testimonials are one of the most powerful tools in B2B marketing. B2B marketers still duck their data responsibilities. That’s all true.

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B2B Marketing Peer-to-peer Data Hygiene B2B 151

Biznology

NOVEMBER 27, 2013

B2B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size, and job role/title. My colleague Bernice Grossman and I recently conducted a new study indicating that B2B marketers now have the opportunity to target prospects more efficiently than ever before.

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Lead Ranking Marketing Management B to B Lead Scoring 80

Biznology

MARCH 26, 2012

This is not news to Internet marketers. In direct marketing offer theory, this is called managing the “offer equation,” which says that response quality is inversely related to response quantity. Always a popular and productive offer in business markets, where buyers need detailed information as part of their purchase process.

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Biznology

SEPTEMBER 29, 2016

My long-overdue sequel seeks to address the complexity of content as a searchable, educational, and/or motivational tool for branding when strategy calls for a marketing “pull.” According to current research in the subject, brands are essential to a well-orchestrated content marketing performance suggesting that “pull” has gained favor.

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Biznology

APRIL 9, 2014

The single best offer strategy in B2B marketing today; plus other offers that motivate action. Stevens is one of our authors at Biznology, and President of eMarketing Strategy, a consultancy in New York City specializing in B-to-B marketing, particularly sales lead generation. For more, visit Ruth’s website.

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Biznology

JANUARY 3, 2019

I’ve always thought B2B marketing attracts unusually interesting professionals. Samantha Stone ’s energy and good humor seem single handedly to keep the wheels of B2B marketing going. She’s everywhere, providing advisory services to marketers grappling with how to go to market in an increasingly complex world.

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B2B Marketing Advertising Agencies B2B Paid Search Agency 126

Biznology

NOVEMBER 1, 2017

Listen to my podcast at MountainTop Data to see how you can be ready for artificial intelligence in marketing. The post Are you ready for AI in marketing? That might sound like the computer will eat your job, but it doesn’t have to be that way. Like this post? Sign up for our emails here. appeared first on Biznology.

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Marketing B to B Email Marketing Newsletter 120

Biznology

OCTOBER 14, 2015

But for many marketers, thinking about data is a chore—or a bore. Even with the data on hand, many marketers are unsure of what to do with it. Today’s most effective applications of data in B2B marketing. Ruth’s latest book is B2B Data-Driven Marketing: Sources, Uses, Results , just published in July. Like this post?

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B2B Marketing Emarketing B2B Webinar Metrics 80

Biznology

AUGUST 6, 2015

For us B2B marketers, the world is changing about as fast as we can stand. It’s a platform for communications, for selling, for just about every element of the marketing arsenal, and it’s is forcing marketers to think more carefully about customer and prospect data. More power and influence for marketing.

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B2B Marketing B2B Marketing Management Paid Search Agency 80

Biznology

MAY 28, 2015

Ask any business marketer about the importance of data, and you’ll get plenty of good answers. That’s a good thing, since marketers are under increasing pressure to manage, collect, and make use of data, according to a recent CMO Club/Gartner study. With his clients, Ken never says “marketing database.” Like this post?

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Biznology

JULY 2, 2018

Lead generation is a major preoccupation of the typical B2B marketing department. Indeed, most B2B marketers report that leads—with an emphasis on quality leads—are their primary goal. So, let’s review the top prospecting tools and techniques that are working for B2B marketers today. Model your most profitable customers.

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Ad brokers B2B Lead Ranking Best Practices 190

Biznology

APRIL 24, 2015

My new book, B2B Data-Driven Marketing: Sources, Uses, Results , is launching in a few weeks. While preparing case studies for book, I had the fun of interviewing a bunch of very smart B2B marketers to learn how they were applying data and analytics to their marketing objectives. First, we target the right accounts.

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Ideal Customer Profiles Case Studies Case Study Marketing Management 80

Biznology

SEPTEMBER 25, 2015

I had the chance recently to catch up with Martyn Etherington , a marketing leader I’ve long admired. You may remember Martyn from his instructive Diary of a CMO , published by Direct Marketing News in 2013. Martyn’s answers reveal what’s working today in B2B digital marketing. Quite simply, it was customer driven.

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Biznology

MARCH 9, 2018

If you are lost as to what you want to focus on in your B2B marketing in 2018 to exceed your growth goals, this video is for you. You’ll find out how to maximize your time and efforts on search marketing in 2018. Garrett Mehrguth highlights data-backed approaches and tactics for you to test.

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Biznology

MARCH 28, 2013

The other day, a marketing colleague told me she was feeling under pressure to move all her efforts to inbound, or “pull,” marketing. Inbound marketing is all the rage today. With the new popularity of pull marketing, B2B marketers may be under the mistaken impression that push marketing is dead—or should be.

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Biznology

AUGUST 17, 2018

I attended my first FlipMyFunnel conference this month, and picked up some fresh insights into Account Based Marketing (ABM). It’s clear that B2B marketing has been revolutionized by technology—from the Internet itself, to the myriad (nearly 7,000 ) martech point solutions available these days. We need one scorecard,” said Vajre.

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Biznology

MAY 22, 2017

Privacy is probably one of the least appealing topics in marketing. Most B2B marketers have customers worldwide. The interesting thing about this new regulation is, it’s not about marketing per se. As business sellers, we may be in somewhat better shape than our consumer marketing counterparts. But this one’s a doozy.

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Privacy Data Hygiene Marketing Management Paid Search Agency 139

Biznology

JANUARY 6, 2016

With a tip of the hat to Barbara Walters , I’d like to introduce ten fascinating people who have brought new ideas and admirable energy to the B2B marketing world this year. This round-up represents only a small sample of the fresh thinking that drives the upward march of B2B “modern marketing.” You inspire the rest of us, Jim.

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B2B Marketing PointClear Work Management B2B 48

Biznology

SEPTEMBER 3, 2015

In conversations with several marketers, I have identified six reasons to consider it. Kathleen Schaub, vice president of IDG’s CMO Advisory Service, reports that customer events are twice as common (at 48%) as participation in trade shows (27%) among tech marketers. Customer events are especially popular in the tech world.

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Biznology

JULY 2, 2015

Data is all the rage in marketing today. Data has been called the “new oil” that fuels marketing today. But B2B marketers still struggle to get their full share of value from data. One reason is that they are missing some important ways to apply the data to marketing problems. Tracking marketing tests and experiments.

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Biznology

MAY 31, 2012

The idea is that a B2B marketer should offer up the juiciest content only to those that “pay” for it with some contact information. First off, I didn’t even know this was called “gating” content, which might immediately make you think that Ruth knows more about this than I do.

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