Digital B2B Marketing

APRIL 22, 2012

Danny lined up a great set of provocative questions for the group on aligning B2B sales and marketing. The variety of responses and the disagreements among participants on reporting structures, aligning goals and the best approach to training is its own additional insight into each of the questions.

B2B Sales 100

B2B Sales B2B Marketing B2B Training 100

Digital B2B Marketing

OCTOBER 11, 2012

B2B Marketing That Meets Needs Today, most sophisticated B2B marketers are focused on providing information that allows buyers to meet their business needs. It is a level playing field you can be the best team, with the best marketing and the best solution. The outcome is really good marketing and business results.

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

SEPTEMBER 10, 2013

Buying a B2B List. For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations. Renting a B2B List. Building a B2B List. If your goals are broad communication or broad lead generation, lists are likely not your best initial investment.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

DECEMBER 2, 2013

Today I received an email from a B2B marketer that is “nurturing” me. The B2B Lead Generation Series. The B2B Lead Generation Series. B2B marketers are spending big budgets to run lead generation programs through publishers. Additional articles: B2B Lead Generation: The Cost of Publisher Programs.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

APRIL 9, 2012

Just over half (52%) of B2B marketers are now using video, a 27% increase over the year before. However, that means nearly half of B2B marketers are not using video yet. Quick B2B Video Wins The group identified a number of potential quick wins, many of them are included in the Storify summary below.

B2B Marketing 100

B2B Marketing Video Marketing B2B Paid Search Agency 100

Digital B2B Marketing

JANUARY 10, 2012

In their report, DemandGen also includes a number of recommendations to improve B2B email list purchases: Work with multiple data or list sources. Establish a series of welcome emails with your best content. However, list purchases are a reality in B2B sales and marketing and an area marketers need to understand before wading in.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

MAY 31, 2012

In B2B marketing, bad data represents a huge lost opportunity. According to SiriusDecisions , companies with the best quality data drive 70% more revenue through marketing programs than those with simply average data quality. Based on a recent study from DemandGen Report , most B2B buyers feel long registration forms are appropriate.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

NOVEMBER 19, 2013

Enterprise B2B marketers face a conundrum. Measuring B2B Publisher Lead Generation Programs. Of course, measuring all the way through the funnel and reporting on sales is ideal, but if you have a long sales process (and most B2B marketers do) you will need to focus initially on an intermediate step. Everyone else.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

AUGUST 2, 2011

As B2B marketers enter the 2012 strategic planning season and begin shaping executional plans, it is important that we get it right. Despite your best intentions, strategic planning will be a struggle. I am a digital and B2B marketer with a background in online media and analytics. About Eric Wittlake.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

MAY 29, 2012

B2B marketing discussions on Twitter and blogs have a tendency to focus on singular topics, such as Twitter, marketing automation , or lead generation , as if they are right for everyone and we just need to do them well. Shouldn’t B2B marketing solutions be just as unique?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

JULY 7, 2011

B2B buying is complex because the products are complex. Evaluating B2B solutions is hard, and the final decision is not made with absolute knowledge it is the right decision. In B2B, buyers are incredibly knowledgeable, but they simply cannot be certain. I work with B2B clients on media and integrated marketing programs.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

OCTOBER 24, 2011

These and other questions were debated during a Twitter #B2Bchat on Thought Leadership in B2B Marketing on October 13, and I had the privilege of moderating the discussion. Why should companies invest in thought leadership? And just what does thought leadership mean anyways? Here are the key takeaways I took from the discussion.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 100

Digital B2B Marketing

MAY 23, 2012

If you measure or benchmark B2B demand generation activity across sales and marketing, one of the best benchmark resources just received a major facelift and a number of improvements. New B2B Marketing Acronyms The new funnel also introduces a number of new TLAs (Three Letter Acronyms, in case you don’t already have enough TLAs).

Demand Generation 100

Demand Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 100

Digital B2B Marketing

APRIL 28, 2011

Each audience is different, and the question for your business is not what is best, but what is best for you. In targeted B2B marketing, this same approach will work for breaking into individual targeted accounts. Jay Baer’s Convince & Convert : Twitter leads today, LinkedIn is growing.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

DECEMBER 11, 2012

In B2B marketing organizations, content marketing aims to help buyers buy. Rather than just convincing potential buyers that you offer the best solution or educating them on the market, your role is to facilitate change and help buyers succeed. Wow, that sounds amazing.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

DECEMBER 20, 2011

Many B2B marketers look to content marketing as a key part of establishing thought leadership. One of the best examples of this is Hubspot and the incredibly successful webcasts with Dan Zarella. However, companies frequently expect the same content marketing program to capture contacts or leads as well.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

NOVEMBER 22, 2011

Rather than returning the best search results to a user (the intent of Google’s algorithm), you have influenced the search results to favor you. When we care about the result of an algorithm, we begin to cater our activity to the algorithm. Klout measures influence (debate of the accuracy aside).

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

NOVEMBER 22, 2011

Rather than returning the best search results to a user (the intent of Google’s algorithm), you have influenced the search results to favor you. When we care about the result of an algorithm, we begin to cater our activity to the algorithm. Klout measures influence (debate of the accuracy aside).

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

JULY 23, 2013

But is that always the best decision? As you learn more, what you once considered a good ROI will quickly become just average, in your view. This will move your marketing to new partners and new tactics over time. Consider this second scenario. Comparing Apples to Oranges.

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

MAY 12, 2014

Are you looking to grow your B2B marketing database by buying an opt-in list? When you buy an “opt-in” list, at best you are buying a list of email addresses that opted in to receive emails from some media company, newsletter vendor, event organizer, or similar. Email B2B lists buying email lists Spam'

Opt-in 100

Opt-in Buy Privacy Policies Opt-out 100

Digital B2B Marketing

SEPTEMBER 18, 2012

For B2B Marketing For B2B marketers, Bizo provides information on the likely role and level of seniority of a visitor as well as industry and company size. Timing Email Delivery Numerous studies have looked at the best time to send email. They are developed based on the pages you visit and the forms you fill out.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

MARCH 12, 2014

B2B Content Marketing and Understanding Visitor Intent. Particularly for B2B content marketers, understanding the intent behind someone spending time with your content is key to improving your content marketing. Related: B2B Content Is a Dead End. But these are not the reasons someone chose to spend their time with your content.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

JANUARY 22, 2013

This isn’t just a consumer advertising trend, increasingly B2B advertising is being driven by data as well. Collected from registration forms, browsing behavior or appended offline data sources, collecting online data is an imperfect process at best. For B2B marketing organizations, Bizo continues to develop more robust data.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

SEPTEMBER 27, 2012

On the same day, this site ( B2B Digital Marketing , in case you are reading this elsewhere) received more search traffic than ever before. The B2B Marketing Implication As a marketer, you have objectives that may range from sales to leads to unaided awareness. Traffic that would normally have gone elsewhere ended up here.

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 100

Digital B2B Marketing

MARCH 25, 2011

With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. Curating content reduces the burden of original content creation , allowing marketers to pull from the best information available for their audience, regardless of source. Good is no longer good enough.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

SEPTEMBER 14, 2011

It has disconnected you from your best content sources. Your time savings are from spending less time reading, considering or commenting on content from the best sources, those you are willing to automate. I am a digital and B2B marketer with a background in online media and analytics. About Eric Wittlake.

Automation 100

Automation Content Curation Twitter 100

Digital B2B Marketing

JUNE 26, 2012

The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. Is it perspectives on where your industry is going, best practices, or technical expertise? Awareness Awareness is easy to define, but B2B marketers that are more focused on direct marketing results use the term far to liberally.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

JULY 6, 2011

Said another way, the Anything-as-a-Service model gives customers the freedom they need to pursue the best course for their business. I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. We see this change playing out today.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

APRIL 22, 2011

That passion is what B2B marketing is missing. In B2B marketing, you build relationships around knowledge and a common interest. As a B2B marketer, you want to be like Lisa, not Home Depot. So imagine my surprise when Lisa greeted me and then said “you grow Momotaro tomatoes, right?&#. Wow, that is making a connection.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

APRIL 4, 2013

In marketing, and particularly in B2B marketing where we have fewer sources of reliable information, we are all looking for new opportunities for our business. If new research says B2B buyers rely on social media, dig into the survey. How can they possibly know it is the best thing for you? Everyone has something to sell.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. B2B buyers are well educated adults. About Eric Wittlake. Filed under:

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

MARCH 28, 2012

I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey. Multiple B2B publishers are pedaling this misinformation and as B2B marketers struggle with content marketing, it is diverting their focus. The purpose of your content is to deliver information.

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 100

Digital B2B Marketing

JULY 21, 2011

Here are the signs your content marketing may be an illusion, it is really just email marketing: Your “best content&# is content you licensed or purchased, not created. I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

MARCH 1, 2012

B2B technology marketers running lead generation programs are finding their content or offers on a wide range of sites they never intended to place their content on, yet they are paying $20 to $60, or more, every time someone downloads their content from these sites. It’s dedicated to finding the best freebies on the ‘net.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

JANUARY 3, 2012

Innovative marketers constantly put new ideas into practice, and some of the most effective new ideas quickly become marketing best practices or emerging trends. Early adopters are not looking at a best practice and checklist, they are focused on reaching their audience in a way they believe will deliver marketing results.

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

JUNE 9, 2011

It would be true, my wife is my best friend. I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Here’s why.

Twitter 100

Twitter Analysis Analytics B2B Marketing 100

Digital B2B Marketing

NOVEMBER 27, 2012

B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. Retargeting From Social Media Like many B2B marketers looking to drive engagement, you share content and drive conversation around other people’s content. There is nothing social about this!

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100