Digital B2B Marketing

DECEMBER 2, 2011

So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Video will come into its own for B2B marketers in 2012. B2B marketers will use video as a way for subject matter experts to more easily create content. Demand generation 9.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

NOVEMBER 19, 2013

Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue. Measuring B2B Publisher Lead Generation Programs.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

DECEMBER 2, 2013

The content you choose, and the way it is presented, needs to uniquely appeal to your target audience. Content that guides prospects looking to create a short list of solutions can be particularly effective in these programs. Content publishers provide is generally early stage. The B2B Lead Generation Series.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

APRIL 2, 2013

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.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 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. If you are talking about leads and lead generation, setting the definition is critical. Demand Generation At many companies, demand generation has become synonymous with lead generation.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

NOVEMBER 6, 2012

No one buys from a company they distrust or pays a premium for a solution they see as a low cost provider. However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. What perception is today’s marketing creating?

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Digital B2B Marketing

JULY 10, 2012

Lead generation continues to be a top objective for B2B marketers and content syndication is primary offering from publishers. Leads in this post refer to contacts captured through a registration form, in line with the way B2B publishers label their programs.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. According to research, buyers only engage with companies directly during the last 40% of their research process. For B2B marketers, this environment requires a renewed focus on three elements and one major change. About Eric Wittlake.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 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

JANUARY 10, 2012

Marketing lists are often acquired sporadically, and when these acquisitions are handled by various groups, companies lose the opportunity to learn from their successes or failures. In their report, DemandGen also includes a number of recommendations to improve B2B email list purchases: Work with multiple data or list sources.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 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? How do you get high-level sales meetings?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

MAY 17, 2012

If you talk to a publisher or lead generation firm, it would seem leads have become a commodity. Nearly every B2B publisher offers lead generation under a broader heading of demand generation. What is your target audience? Actually creating demand is completely ignored.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

MAY 20, 2014

According to DemandGen Reports’ 2014 B2B Buyer Behavior Survey, only 38% of buyers said they viewed more than 4 pieces of content from the vendor they ultimately selected, and that includes videos, articles and other content that doesn’t require registration. The Problem With Progressive Profiling. Source , Page 6).

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

OCTOBER 6, 2011

In addition, some B2B publishers are considering selling data about content consumption on their properties. Hubspot is a great example of a company becoming an information source in a category. By effectively becoming a media company in the category, Hubspot has filled in part of their blindspot. Publishing.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

MARCH 25, 2011

Look for opportunities to seed with people that already look to your company. Media companies always curated content to appeal to an audience. Like the media companies of old, these marketers will find curation isn’t only sharing content. link] #b2b #leadgen | 20 hours ago Get Fast, Get Smart, Get Social.

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Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

JUNE 16, 2011

Earlier this week, Michael Brenner outlined the future of marketing , drawing from last fall’s future of advertising article in Fast Company. When every company has valuable marketing, any company will do. No one is excited to work with a company that merely meets their expectations, and you need more than just a customer.

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

JULY 21, 2011

Too many companies are stuck in this rut, and because of it, email is filled with content promotions today. Yes, the content might be valuable, but it doesn’t improve the position of the company offering it. I am a digital and B2B marketer with a background in online media and analytics. About Eric Wittlake.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 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. It sounds easy, but most companies have been delivering for so long that they don’t even know what they are passionate about.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

DECEMBER 20, 2011

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. The Category Thought Leader Companies who are recognized as thought leaders have a sizable advantage.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

JUNE 23, 2011

If B2B marketing isn’t dead, it is changing very quickly. This change has turned demand creation upside down. Your content was designed to benefit your audience and position your company favorably. I am a digital and B2B marketer with a background in online media and analytics. Develop Your Own Audience.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

OCTOBER 29, 2013

One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. Consider the following list of choices: A.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

MAY 9, 2011

SiriusDecisions’ B2B Sales and Marketing: Forging a New Alliance was an impressive event last week, and I was glad to have the opportunity to attend. Filed under: Content , Demand Generation , News , Social Media. Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

FEBRUARY 13, 2012

Since moving to B2B, I’ve continued to watch this space and I believe it is time for this and my B2B marketing focuses to come together. Your Turn Do you work with one of the leaders in this space, a company like Turn, MediaMath, DataXu or Invite Media (Google), or are in a position to introduce me?

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

MAY 17, 2011

Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. Underlying the new demand generation activities will be two key changes. What other changes will we see in lead generation? Relevance requires BOTH.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

MAY 24, 2011

Here is a great example of an unsolicited solution delivering results: From the Babcock & Jenkins blog: Qwest Enterprise Marketing ROCKS Their Targeted Accounts. The program highlights are impressive: 25% of targeted companies converted to pipeline opportunities in only 90 days. You just might get a quick sale.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. According to research, buyers only engage with companies directly during the last 40% of their research process. For B2B marketers, this environment requires a renewed focus on three elements and one major change.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

AUGUST 23, 2012

Lead scoring and personas are popular topics in B2B marketing. However, the two are generally discussed separately. Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

JUNE 14, 2012

Now, you are ready to use content marketing to raise the profile of your company overall. Content that drives overall visibility for your company is different. In most cases, it will not, particularly the more senior your target audience is and the more specific your solution is.

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

NOVEMBER 15, 2012

This represents a significant investment but, for many companies, the application has been limited to emails and landing pages. This lets you take the demand generation or nurture program, for instance, and “send banners” to the same people you are sending emails too.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

AUGUST 14, 2012

What if banner ads could become as targeted and relevant as emails? Rather than targeting an audience based on various characteristics, CRM retargeting allows you to target segments of your CRM database with online ads. Advertising is targeted to individual people and may appear on a broad range of sites.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

OCTOBER 6, 2011

In addition, some B2B publishers are considering selling data about content consumption on their properties. Publishing Hubspot is a great example of a company becoming an information source in a category. By effectively becoming a media company in the category, Hubspot has filled in part of their blindspot.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

DECEMBER 19, 2013

But it isn’t ready yet for today’s B2B marketer. Time and time again, B2B marketers fall prey to a wonderful sounding sales pitch for their demand generation plan that goes something like this: “We use 100′s of data points and sophisticated technology that optimizes every single impression in your campaign. .”

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

FEBRUARY 17, 2014

This will provide air cover and soften the market for our demand generation campaign.” This approach is common in B2B marketing, particularly for mid-sized marketers. You were never really focused on demand generation, your real focus was lead generation. The Awareness Campaign Lie. It won’t.

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Advertisements Advertising Brand Identity Branding 100

Digital B2B Marketing

JUNE 7, 2012

Some days B2B marketing discussions seem more like a reading of alphabet soup. If you are new to B2B marketing, or just have to work with a B2B marketer, these acronyms and abbreviations may help decode the conversation. Is there an abbreviation or acronym you see regularly in B2B marketing that isn’t listed here?

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

NOVEMBER 7, 2013

But what if there was a way to get more followers without paying to promote your account through Twitter, hurting your follower ratio or filling your stream with an excessive number of tweets? Or at least that’s the approach of these B2B marketers. The Dirty Dozen: Twitter’s B2B Marketing Spammers. It’s simple.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

APRIL 20, 2016

Interest in account-based advertising is, no surprise, following the adoption of account-based marketing. According to a 2015 survey from Demand Metric and Demandbase, 45% of B2B marketers are testing or have adopted account-based marketing and more than 75% of those plan to increase their use of ABM in the next year.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 100