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

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

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

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.

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.

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.

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

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

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

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 [.].

Agile Marketing in B2B

Buzz Marketing for Technology

Agile Marketing Content Marketing Innovation Strategy agile marketing B2B Marketing ITSMA Lean Processes MEA Awards Platinum Marketing Excellence AwardAgile marketing increasingly is being recognized as a powerful key to content effectiveness. Buyer interest and trends can change in the blink of an eye, in particular as social and other media drive the news. The quick or the dead.

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. 

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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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.

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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MarketingProfs B2B Nuggets of B2B Wisdom

ANNUITAS

This year’s MarketingProfs B2B Forum 2016 is a whirl-wind of data, inspiration, marketing advice, how-to’s and more than a little fun. Often B2B marketers think they can’t use comedy in their content, but follow the rule of three and you can. How to know what you B2B Buyer is Really Thinking. The post MarketingProfs B2B Nuggets of B2B Wisdom appeared first on Annuitas.

10 Digital Trends to Inspire Your 2017 B2B Content Marketing Strategy

KoMarketing Associates

With 2017 less than two months away, it’s time to start thinking about your 2017 B2B content marketing strategy and how to get the most out of your efforts. Numbers behind this trend : According to a study by Seismic and Gatepoint Research , just one in five B2B marketers are currently satisfied with their content management methods. B2B Buyers Are Demanding Personalized Content.

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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. 

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.

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.

Lead 88

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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5 Types of SEO Audits for B2B Organizations

KoMarketing Associates

Of course, B2B marketers have differing expectations of an SEO audit as well. By resolving these issues, B2B organizations may realize significant long-term gains in organic search performance. But, B2B marketers do not always need to invest significant dollars in SEO auditing at the start. B2B Online Marketing Blog Search Engine Optimization B2B Marketing seo audits

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.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

The state of B2B marketing in Asia—moving toward digital

Biznology

While teaching in Hong Kong for the semester, I’ve had the chance to meet some very interesting people.  A standout in the B2B marketing field is David Ketchum , CEO of the demand generation agency Current Asia , and author of Big M, little m Marketing: New Strategies for a New Asia. He kindly agreed to share his perspective on B2B developments in Asia. That puts pressure on margins.

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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.

Winning B2B Email Campaign Keeps it Simple

The Point

In B2B email marketing , does short copy always win over long? You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” For more tips on B2B email marketing, download a copy of our free white paper, “ Top 10 B2B Email Marketing Mistakes.”. Not necessarily. Unlock?

The Biggest Contributor to B2B Revenue

B2B Lead Generation Blog

In most B2B companies with complex products or services, marketing-sourced leads rarely account for even half the revenue and often it is much less. The post The Biggest Contributor to B2B Revenue appeared first on B2B Lead Blog. To keep valuable field sales resources productive, many of the more innovative sales and marketing departments build “sales development” teams.

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?

The 9 Circles of B2B Marketing Hell

bizible

B2B marketing and sales is a drawn out process that takes months, or longer, to convert leads to customers. Below, read about the 9 circles of B2B marketing hell and what you can do to avoid them. Account-based marketing has been a hot topic for B2B marketers over the last year, and for good reason. In B2B marketing, quality should always be a goal. Think about it.

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 Marketing: Top 100 Twitter Influencers

Onalytica B2B

70% of B2B marketers are creating more content than they did one year ago. This data comes from the  2015 B2B Content Marketing Trends  report from the Content Marketing Institute and MarketingProfs. So B2B marketers are furiously creating more content. Top 100 B2B Marketing Twitter Influencers. B2B Marketing. Really B2B. We’re here to help! 100. 2.

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.