Digital B2B Marketing

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B2B Marketing’s Measurement Problem

Digital B2B Marketing

It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? In most B2B organizations, Salesforce.com or a similar solution is the system of record. It is a complex sale, but most B2B companies will continue to use their simple measurement.

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6 Ways B2B Marketers Are Falling Short Today

Digital B2B Marketing

As I came back from the B2B Marketing Innovation Summit, put on by Demandbase, I couldn’t shake the feeling that we aren’t doing enough. But they are places many B2B marketers, including myself, should be doing so much more. What are the shortcomings and areas of opportunity you see today for B2B marketers?

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Buyer Personas in B2B Marketing

Digital B2B Marketing

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? Do you even need to create B2B buyer personas at all? Information on their consumer profile is far less valuable in a B2B context.

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4 B2B Marketing Myths

Digital B2B Marketing

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. Yeah, content is like that.

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Why Most B2B Marketing Efforts Are Wasted

Digital B2B Marketing

Enterprise B2B marketers spend the majority of their effort marketing to individuals that don’t have any chance to become customers. 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. “The signal is the truth.

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Measuring Success in B2B Marketing

Digital B2B Marketing

In B2B marketing, collecting numbers is easy. Revenue Measurement Should B2B marketers focus on directly attributed revenue or do they need to look beyond this and include potentially softer or unmeasured benefits of marketing? Data and Other B2B Marketing Challenges Is data the biggest challenge in measuring B2B marketing?

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B2B Marketing Has a Perception Problem

Digital B2B Marketing

However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. B2B Marketing’s Lead Generation Focus B2B marketers are pitching white papers, webinars and other content at every turn. What perception is today’s marketing creating?