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Calculating the Value of a B2B Marketing Campaign

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But in the longer buying cycles we see in B2B, this analysis is not so simple. It’s the ultimate question in marketing: What effect did this campaign have on revenue? In short buying cycles, where the buyer generally understands the category of the offering, and the transaction is quick and simple, this can be measured relatively easily.

Evaluating Marketing Automation - 10 Questions To Ask

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Tags: marketing automation marketing analysis B2B Marketing demand generation

5 Things You Shouldn’t Expect from Marketing Automation

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Marketing automation is becoming a vital tool in today’s B2B space, as more marketers need to gain a better understanding of their customers’ buying cycles and increase their ROI from every campaign. Tags: marketing automation Buying Process lead qualification B2B Marketing Define buyer personas. Get sales and marketing to agree on what a qualified lead looks like.

The Results: Is B2B Content "Likeable"

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A few months back, with Facebook’s announcement of a “Like” button for the web, I decided to run a quick, highly unscientific experiment to see if B2B content was “likeable”. Put more simply, is B2B content as likely to be shared in the social atmosphere of Facebook as it is to be shared in the more hybrid social/business atmosphere of Twitter.

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 B2B Content "Likeable"?

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With all the discussion about Facebook's new "Like" (or "Recommend") button for the web, I thought it would be worthwhile running a small experiment to answer the following question: Do the readers of B2B content share more on Twitter or Facebook? What have you seen for B2B content? However, in the interest of science, I thought the experiment was worthwhile.

Virgin America tackles cross-identity marketing

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If you, as a marketer, in B2B or B2C are not doing your best to jump on opportunities to identify different identities, and then take the needed steps to engage, you may be missing a significant opportunity to broaden your engagement with your buyers throughout the overall revenue engine. Are you, as a B2B marketer, exploring techniques similar to this? I just took a flight on Virgin America from San Francisco to Toronto. At the same time, an interesting thing happened that caught my attention and made me wonder about their innovations in the marketing realm also.

Is Foursquare Relevant for B2B Marketers?

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Recently, I’ve been playing around with foursquare to get a better understanding of it, and think about how it might have a significant impact on B2B marketers. Certainly, at tradeshows and events, many B2B organizations are experimenting with foursquare, setting up transient “locations” at their booth and offering prizes to people who check in. However, the dynamic is very different.

Marketing Dashboard: Active Discovery

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Most B2B marketing organizations invest in paid search campaigns to drive awareness, and with most if not all of these efforts there is an ability to differentiate between traffic driven to your site via paid efforts vs. natural search efforts. Tags: Discovery marketing dashboards search B2B Marketing Awareness An increased investment in content creation may be warranted.

What is B2B Marketing?

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What exactly defines Business to Business (B2B) Marketing? It’s an interesting question, as marketing is a discipline that is common across both business to consumer (B2C) and business to business (B2B) organizations. However, beneath the surface, there are significant differences in how B2B and B2C marketing is done in today’s environment. It’s worth exploring what B2B marketing entails. Unlike in many consumer marketing situations where the need for clothes, food, or cleaning products may be well understood, in B2B marketing, that may not be the case at all.

Marketing Dashboards

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Especially in B2B marketing, the length of the buying process leads to challenges in defining metrics that make sense for a marketing dashboard. However, there are a number of key areas of B2B marketing that can be greatly enhanced with dashboards with today’s capabilities. Tags: marketing analysis marketing dashboards B2B Marketing Response, is also critical to measure.

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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.

Interview with David Meerman Scott

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In this interview, we talked about why B2B marketers are so hesitant to embrace “ fun ” as an element of their marketing, and why we need to think about selling to people, not amorphous businesses. Tags: Social media lead management B2B Marketing I had a chance to chat with David Meerman Scott recently on a wide variety of topics. As one of the leading thinkers on social media in a business environment, his ideas, examples, and perspectives are fantastic to hear. As part of that transition, we need to focus on creating a steady flow of rich, interesting, shareable content.

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5 technology trends every software marketer needs to know about

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As a B2B marketer in the software space, these trends will likely have a major impact on how you do your job, or whether your job exists in the coming year or two. Tags: Technology Trends Software B2B Marketing You don’t build products, write code, design architectures, or fix bugs. This is not a “back in my day” rant, it’s just the nature of the business.

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How much is too much? Frequency management and control

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It's the same thing in B2B marketing. One conversation I end up in a lot with clients is the "how many times can I email a person per month?" conversation. Unfortunately, there is not a magic number, and attempting to govern around one can be damaging. Aunt Hilda? Neighbors? Old friends from school days? The answer is that it depends on the relationship.

The Book: Digital Body Language

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Marketing is undergoing a major shift that has been brought on by the change in the way people find and consume information. As this transition happens, marketing and sales teams must react. With the shift to online from face to face, the ability to see body language and “read the room” has disappeared.

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.

The Medium is the Message: B2B Marketing, Social Media, and Conversation Context

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wrote recently about our Facebook B2B marketing strategy , which leveraged the context of the Facebook medium to guide the message being delivered. When exploring B2B marketing in social media, understanding this context is critical to understanding how your message is received. Today's world of social media needs to be viewed in a similar light. It is the same in social media.

Winners of the 2009 Markie Awards

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Tags: B2C Marketing Social media Markies B2B Marketing Eloqua

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CEOs and Marketing Metrics

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Tags: marketing analysis marketing dashboards B2B Marketing

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How a 99¢ iTunes Download Can Change the B2B Software Industry

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This trend currently dominates the consumer market, but as a B2B software marketer, you should take notice. As a B2B software marketer, this is a major trend that you need to be aware of. Tags: Technology Trends App Marketing Software B2B Marketing (this post originally appeared on the "It's All About Revenue" blog) With the popularity of iPhone apps, common software price points have dropped from $39.99–$59.99 to $0.99–$1.49. GigaOM Pro recently forecasted that the market for apps is expected to grow from $183 million in 2010 to $8 billion by 2015. What about you?

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.

6 Ways For Marketing to Help with Social Media

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The reason is that most B2B marketing teams are not set up to truly invest in social media. Tags: Advertising Social media Discovery B2B Marketing Event Marketing I can almost hear the comments already - shouldn't Marketing be "doing" social media, not "helping" with social media? Sort of. But there's more to it than that. So what can be done?

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Calculating the True Cost of an Email Campaign

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Tags: marketing analysis Email marketing Email Frequency B2B Marketing

B2B 8

Social media analysis moves mainstream

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As we market to B2B buyers, optimizing how information finds its way to them is crucial. Last week, Webtrends announced that they had extended their customer intelligence capabilities into Facebook. In this new integration, there are two things happening that are worth commenting on. In exploring the Webtrends solution, you can see this evolution taking place. What do you think?

Marketing Automation and B2B Marketing Predictions for 2010

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Buying relationships will be more and more built on a foundation of buyer education, and the B2B organizations who can educate and nurture prospective buyers over time, without annoying them will win. Tags: lead nurturing marketing automation marketing analysis Social media data management B2B Marketing As with any of these, it’s a guess, and entirely my own opinion. Sort of.

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.

6 things the iPad means for B2B Marketers

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Here are six important changes that we will likely see, as B2B marketers, as the iPad and its peers become more commonplace: 1) Returning relevance of print media: the iPad is designed to shake up the print landscape, for newspapers, magazines, and periodicals. This means that print advertising, long too untargeted to be a mainstay of B2B marketing, may make its return.

GPS 4

Market Relationships, Social Relationships, and B2B Marketing in Social Media

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One of the most common questions that comes up in discussions of B2B marketing is how social media can be used to drive revenue. Tags: Facebook LinkedIn Social media Twitter B2B Marketing The meal ends and you pull out your wallet to pay your mother-in-law for the great meal she has provided. Obviously a very awkward moment, and entirely the wrong thing to do.

Analyzing B2B Marketing: Balance Sheet and Income Statement

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Consistent in every discussion I have with B2B marketing execs is the topic of analysis. These ROI or ROMI analysis frameworks tend to run into challenges in a B2B marketing environment as the buying cycle is often of significant length, and influenced by many touch-points. The first step in looking at this view of the B2B marketing world is to map the buyers' buying process.

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Sales Enablement: A Key Goal of B2B Marketers

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As B2B marketers , many of us have mainly focused on lead flow to sales as our key driver. Lead flow is definitely an important and vital part of good B2B marketing and sales alignment, but it is not the only area that should be focused on. In a new eBook - "Beyond Lead Flow - Enabling Sales Through Marketing Automation" - 5 main areas that marketing can enable sales are discussed.

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.

Sherlock Holmes' Insights on B2B Marketing Data

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"Is there any point to which you would wish to draw my attention?" "To the curious incident of the dog in the night-time." "The dog did nothing in the night-time." That was the curious incident," remarked Sherlock Holmes Sherlock Holmes makes an interesting point (in the short story "Silver Blaze") about the conspicuousness of zeros in the data.

LinkedIn as Facebook for the Business World

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I'm currently running an experiment to see if B2B content is "likeable" on Facebook , and while I have not compiled the data yet, the answers are looking bleak. (note, this post was cross-posted on It's All About Revenue last week) I've long been a bit skeptical about the use of Facebook for sharing business content. However, for content like whitepapers, it just does not work.

Mapping the Buying Process - A Framework

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Tags: Discovery Buying Process Validation Buyer Roles B2B Marketing nurture marketing Education Awareness

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Passive Discovery vs Active Discovery

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There is no reason that we must avoid the idea of having fun with B2B marketing campaigns. Marketers, especially B2B marketers , who are effective at finding and packaging the truly interesting stories that tend to get shared via word of mouth have an opportunity to subtly focus on certain messages or perceptions that they need to change in the market.

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.

Dynamics of Influencers

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One of the most important uses of social media in a B2B environment is to build and maintain relationships with influencers in your space. New People, New Influence This change, while seeming small, fundamentally changes the dynamics of how we as B2B organizations manage how we influence the influencers in our spaces.

Marketing Automation Reliability

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Tags: marketing automation Reliability Deliverability B2B Marketing

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The Content Gap - Lead Nurturing and Content Creation

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Many articles have been written about B2B marketing’s evolution towards a model where marketers act as publishers. As buyers are in control of their own buying process, we as marketers need to facilitate them through education, nurturing, and engagement. The start and end of the buying process are usually well covered by the traditional alignment of roles in an organization.

The Evolution of Social Influence

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As B2B marketers , this will have a profound effect on us in the coming years. Increasingly, social media sites are investing in ways to list, rank, and categorize participants. Twitter’s new list feature is the most recent incarnation of this. The challenge that is being tackled is simple; individuals do not have the same influence on their peers in all categories.

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.

Relationships Salespeople's Biggest Competitor

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Quite simply, the reason that you, as a B2B salesperson, are invited to meet with prospects is because you carry the promise of unique and valuable information. However, as access to information continues to increase for prospects, good B2B salespeople must continue to increase their ability to provide unique information and perspectives. Google. The reason is access to information.