B-to-B Labs

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Someone Missing at your Company? The Demand Architect

B-to-B Labs

It’s more than obvious that most B2B marketing departments are feeling the stress of a marketing environment that has changed radically over the past several years.  It’s used to be enough just to have one or two digital folks and perhaps a campaign strategist on the team to achieve some good demand programs results.   Not [.]. Database Marketing Digital Marketing Automation CMO People Strategy

Creating a Social Content Audit

B-to-B Labs

So how do B2B marketers know that the content we’re pushing out there actually meets the needs of the people we desire to reach. While it’s not like we’re completely guessing, do we really ever KNOW for certain that the content that we’re building and promoting is on topic?  Do we really get the subtleties of the [.]. CMO Strategy Content Marketing Digital Planning Social Media Strategy

Is the White Paper Dead?

B-to-B Labs

It’s no secret that B2B companies are serial white paper abusers. These days, it seems like the answer to all content marketing questions today come with a title page and 8-10 pages of slick thought leadership content. While white papers are perhaps overused and abused by most, our MZ buying study last year pointed out [.]. Digital Lead Management Uncategorized Lead Qualification Strategy

5 Uh Oh’s of B2B Marketing Transformation

B-to-B Labs

Imagine how unusual it would be to hear your buddy in marketing talking about how smoothly the recent marketing transformation project went.  I’d fall on the floor if I just once heard that the project was delivered on time, on budget and with much LESS effort than anticipated. The fact is, this “new&# marketing is [.]. CMO Strategy Database Marketing Industry Leadership Marketing Automation Planning Content Marketing Digital High Tech Lead Generation Strategy Technology

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Thirty-one percent identified as B2B marketers, 18. 49 percent work across B2B and B2C businesses. marketing in B2B tech, even major brands like. B2B marketers. for B2B marketers than for B2C marketers. little.

Is the Aprimo Acquisition a Good Thing for B2B?

B-to-B Labs

So more announcements today in the marketing automation space, with Aprimo now swinging over to Teradata…  This has me thinking about what happens to us in the B2B space when one of these tech giants swallow up some of the bigger marketing automation brands that the implementers of this technology are using on the front [.]. Database Marketing

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Is the Aprimo Acquisition a Good Thing for B2B?

B-to-B Labs

So more announcements today in the marketing automation space, with Aprimo now swinging over to Teradata…  This has me thinking about what happens to us in the B2B space when one of these tech giants swallow up some of the bigger marketing automation brands that the implementers of this technology are using on the front [.]. Database Marketing

A Cheat Sheet for Marketing Automation Maturity

B-to-B Labs

Contrary to how much chatter there is in the B2B marketing world around “new&# marketing tactics, things still happen rather slowly in practice. This is largely dictated by the need for more earned marketing knowledge among B2B marketers, as well as the massive organizational shifts [.]. Moving to marketing automation is a evolution, not a revolution. Content Marketing Database Marketing Lead Management Marketing Automation Planning High Tech Lead Generation Lead Qualification Strategy Technology

Getting to know your content… really well.

B-to-B Labs

This is an especially important point to internalize as B2B marketers are putting more pressure on themselves to place just the right content in front of just the right person at just the right time.  A tall [.]. All content is not created equal. Additionally, different pieces of content can have very different purposes and goals. Content Marketing Digital Planning Lead Generation Strategy

Evangelizing a Content Marketing Program

Consider: Content Marketing on the Rise &86% B2B Marketers are now using content marketing in. strategic fashion 77% B2C Marketers 76% 69%& B2B Marketers are creating more content than they. report, only 21 percent of B2B marketers say that they’re. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 4 II. brands.

IBM’s view of Social Media in B2B

B-to-B Labs

Great blog post and video on IBM’s use of social media in B2B.  I really like the way that social seems to have grown organically out of use by IBM employees vs. what you might expect with a giant company with many agencies crawling the halls with “campaign&# ideas.  Nice work Social Media B2B.

IBM’s view of Social Media in B2B

B-to-B Labs

Great blog post and video on IBM’s use of social media in B2B.  I really like the way that social seems to have grown organically out of use by IBM employees vs. what you might expect with a giant company with many agencies crawling the halls with “campaign&# ideas.  Nice work Social Media B2B.

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Finding Social Influencers in B2B

B-to-B Labs

Over the past few weeks, I’ve had several chances to dig into the B2B social graph to uncover social influencers as part of a larger social campaign strategy.  I’ve found this exercise to be extremely time consuming and not without it’s share of large amounts of data to pour through.  In the end, however… with [.].

B2B Data is now Cool, well kind of…

B-to-B Labs

Getting ready for my mini-session at Forrester’s Marketing Forum in LA next week, I’m giving some thought to my session content with Scott Kosciuk, Director, Marketing Programs at Symantec. The Symantec story is good one in that Scott and team are doing a great job pulling together a large volume of global data, getting it [.]. Database Marketing Digital Analytics Lead Generation Strategy

Content Methodology: A Best Practices Report

benchmark report, 76 percent of B2B marketers and 77 percent of B2C marketers. and over half of both B2B and B2C marketers are not clear on what a successful. The Drum named the Best B2B Content Marketing of 2015. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. Definition II. Why a Content Methodology Is Needed III. the stories.

B2B Data is now Cool, well kind of…

B-to-B Labs

Getting ready for my mini-session at Forrester’s Marketing Forum in LA next week, I’m giving some thought to my session content with Scott Kosciuk, Director, Marketing Programs at Symantec. The Symantec story is good one in that Scott and team are doing a great job pulling together a large volume of global data, getting it [.].

Content Marketing takes Center Stage

B-to-B Labs

Content marketing in B2B has always been important.  However, it seems that in the last few months, content has become the most critical component of any good lead generation program among B2B marketers (creative directors are cringing here…).  Why?  I believe it’s for two primary reasons: 1.  Measurement – In lead generation programs, content became [.]. CMO Strategy Digital Social Media High Tech Lead Generation Lead Qualification Strategy

CMO 0

Content Marketing takes Center Stage

B-to-B Labs

Content marketing in B2B has always been important.  However, it seems that in the last few months, content has become the most critical component of any good lead generation program among B2B marketers (creative directors are cringing here…).  Why?  I believe it’s for two primary reasons: 1.  Measurement – In lead generation programs, content became [.].

Three Things Smart B2B Marketers Will be Doing in 2016

Webbiquity

What will successful B2B marketers to be doing more of, or differently, in 2016? That question was recently posed to the expert contributors at the B2B Marketing Zone , and two dozen responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics. Here are three key takeaways plus some additional musings.

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Content Marketing Playbook: Strategy and Roadmap

According to CMI’s 2015 report, just 35 percent of B2B or- ganizations and 27 percent of B2C organizations have a. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. conference.

33 Thought-Provoking B2B Social Media and Marketing Stats

Webbiquity

As noted in the 2016 B2B Marketing Trends report , B2B marketing strategies and practices are in the midst of significant change, driven by new technologies and evolving buyer expectations for more “consumer-like” experiences. These changes are affecting tactics, budgets, messaging, and metrics as illustrated in the compilation of B2B marketing facts and statistics below.

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New Chapter for the B2B Lead Blog

B2B Lead Generation Blog

You may have noticed the B2B Lead Blog has a new look. look forward to keeping up with the accelerating evolution B2B lead generation, demand generation, and marketing for the complex sale, and helping you do the same. Feel free to comment here or join me on the  B2B Lead Roundtable LinkedIn Group. You may have noticed the B2B Lead Blog has a new look.

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4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers. 

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. And, let’s not forget that B2B companies believe they may have 3-4 unique buyer personas. 

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

bizible

Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. Gmail Sponsored Promotions work well for B2B marketers given the ability to target specific domains and target business audiences that are constantly on email. B2B marketers may have a lot to look forward to. B2B Marketing

B2B Video Marketing Done Right

KoMarketing Associates

How can a good B2B video be characterized? Why is it a good idea to incorporate video into your B2B marketing? Categories of B2B video, with examples: Branding and Corporate Awareness. MarketingProfs: B2B Marketing Forum. B2B video is a gold mine of opportunity. The word these days is content. Start planning how to create video for your company now. Informative.

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Are you taking advantage of B2B marketing data?

Biznology

Frequent readers know that most of my marketing experience is B2B rather than B2C, and that virtually everything I do is data driven. So, perhaps you might think that I didn’t have much to learn when I picked up  B2B Data-Driven Marketing by fellow Biznology blogger Ruth Stevens and Theresa Kushner. No B2B marketer should be without this book. Wrong. Like this post?

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8 Great LinkedIn Groups for B2B Marketers

KoMarketing Associates

It is no secret that LinkedIn is a valuable social media platform for B2B marketers. And according to the “LinkedIn Ads Benchmark Report Q3 2015” published by Marketing Mojo, 79 percent of B2B marketers said that LinkedIn was “effective” at generating leads. B2B Technology Marketing Community. B2B Sales, Marketing, Social Media & Lead Generation. Google Analytics.

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Staffing and Launching Your Content Marketing Program

What’s the Difference Between B2B and B2C Market- ing?” ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Building an Editorial Calendar 20 V.

Don’t Bore People: 10 Ideas for B2B Newsletter Content

Act-On

What’s the first thing you think when you hear “B2B newsletter”? Neither does most B2B marketing. B2B newsletters definitely don’t have to be dull – at least for their core, intended audiences. In order to give you a few ideas for how to make your newsletters worth reading, I’ve rounded up 10 ideas for B2B newsletter content. If you’re like most people, it’s boredom.

Is B2B Lead Generation Really This Difficult?

The Point

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that?

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What Every B2B Marketer Needs to Know About Readability

Act-On

B2B marketers have named a perennial problem with producing engaging content. In the Content Marketing Institute and Marketing Profs 2016 B2B Content Marketing Trends report , “Producing engaging content” was the #1 challenge marketers face. Improving readability is a particularly excellent opportunity for B2B marketers. Is the content you publish engaging enough? Typography.

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The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Importance Of B2B Ethnography Grows In The Digital Economy. In order to see how behaviors and interactions are changing, CEOs and CMOs will need to embrace B2B ethnography. This ethnographic approach in B2B also allows for understanding contextually how people and organizations are interacting to arrive at decisions. Redefining The Meaning Of Buyer Understanding.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Here are my candidates for 5 common terms and phrases that every B2B writer should eliminate from his/her vocabulary: To Learn More. For more B2B copywriting tips, check out our infographic: “ 10 Commandments of Email Copywriting “ The post B2B Copywriting: 5 Common Terms & Phrases to Avoid appeared first on The Point. Why should I click on your ad? Submit.