Digital B2B Marketing

AUGUST 27, 2013

You don’t need more content. You need old content. Old content is the real king of content marketing. Better content isn’t enough when your competitors have good old content. Better content isn’t enough when your competitors have good old content. Search Results.

Content Marketing 100

Content Marketing Content Inbound Marketing Search Marketing 100

Digital B2B Marketing

MARCH 12, 2014

You know millions of people saw your content. A content promotion program didn’t make it suddenly appealing. These are ways people find your content, and without them your content marketing would fail. 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

JULY 16, 2012

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. It isn’t likely.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

JUNE 4, 2013

If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes. The B2B lead generation landscape has changed tremendously in the last decade. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

MAY 30, 2013

Inbound marketing may be the hot topic for B2B marketers today, but today’s big B2B inbound marketers are all active outbound marketers as well. Outbound Marketing Seeds Content. Outbound marketing gets your content into more hands, immediately increasing content consumption and increasing potential social sharing.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

SEPTEMBER 14, 2011

Automation has made your algorithm, primarily your selection of sources , more important than the content itself. I follow people that, with the addition of automation tools, now share more content than I have time to read, even if they were my only content source. It has disconnected you from your best content sources.

Automation 100

Automation Content Curation Twitter 100

Digital B2B Marketing

MARCH 19, 2012

Inbound marketing is a clear trend in B2B marketing. In fact, Sirius Decisions, a research firm focused on B2B markets, predicts more than 75% of leads will be sourced through inbound channels by 2015. The discussion highlighted three specific areas where content is challenging B2B inbound marketers.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

JULY 23, 2012

In B2B marketing, collecting numbers is easy. How do you judge the impact your content is having? 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? Is the data you have reliable?

B2B Marketing 100

B2B Marketing B2B Social Media Twitter 100

Digital B2B Marketing

APRIL 17, 2013

The latest killers are the social media and content marketing stars. Although it is a weak impression, advertising delivers that impression at scale while often pushing towards a marketer’s content. Conveniently, content is the next step. The Content Experience. However, content doesn’t deliver the same scale.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

DECEMBER 22, 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. Content Marketing 1. Flooded with content, audiences will turn to recognized sources. Video will come into its own for B2B marketers in 2012. Name recognition will rule.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2013

From content to process to branding, here are five steps you can take to improve the results from your publisher lead generation programs. Select Your Content Carefully. The content you should use depends on how the lead generation program is structured. Content For Fixed Promotional Package. Sponsored Content.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

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. Content Marketing 1. Flooded with content, audiences will turn to recognized sources. Video will come into its own for B2B marketers in 2012. Name recognition will rule.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MARCH 7, 2013

If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Lead generation is still one of the top objectives of enterprise B2B marketers and many B2B publishers continue to propose banners as a way to deliver leads.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

OCTOBER 11, 2011

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom. Really folks?

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 6, 2012

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?

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

MAY 3, 2012

Among paid media and advertising tactics, lead generation programs like content syndication are a key source of leads for B2B marketers, especially in the enterprise technology space. Tell a B2B publisher that you are interested in lead generation and the majority will point to some form of white paper syndication program they offer.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

MAY 22, 2012

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. One of the primary ways B2B marketers capture leads online is asking prospects to register for content. Only 40% share webcasts.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

MARCH 19, 2013

If you are in B2B advertising, you cannot ignore LinkedIn. With great reach (#22 US site in January 2013 according to ComScore ), extensive profile data actively maintained by the audience and granular targeting options, LinkedIn is a powerhouse in the world of B2B advertising. Use Your SlideShare Content in LinkedIn Ads.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

JULY 31, 2012

B2B marketing is complex. Delivering Valuable Information Marketers have been blinded by the mandate to create content. However, buyers don’t need content. Content is the package that makes your information attractive, discoverable, consumable and sharable. Buyers need information.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

MAY 28, 2013

If online advertising isn’t a meaningful part of your B2B marketing program, you may have dismissed the recent uproar caused by Firefox’s decision to block third party cookies. Many B2B marketers will be impacted as well. How Third Party Cookies Impact B2B Microsites. Dynamic Content Triggers Will Misfire.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

JULY 11, 2013

Yet this is exactly how most B2B marketers approach lead generation today! We all know B2B marketing measurement is imperfect, yet we momentarily suspend all reservations in order to judge our effectiveness based on results attributed to our efforts instead of the results for our business! This is crazy folks! The Dirty B-Word: Brand.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Your prospects spend the vast majority of their time doing everything except opening your emails, visiting your site or viewing your content. There are many new ways B2B marketers can use data. B2B marketing has relied heavily on data for years, but are you tapping into today’s new data sources to improve your marketing.

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 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

JUNE 11, 2012

B2B marketers are looking for a shortcut to thought leadership , but the shortcut many are taking lead somewhere else completely. According to a recent report on eMarketer , 85% of marketers curate content in order to establish thought leadership! Does sharing someone else’s content make you a thought leader?

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

FEBRUARY 21, 2012

Many B2B marketers do not have any presence on Pinterest. In my search for major B2B marketers on Pinterest, I only found a handful using it actively. Here are three of the better B2B marketing examples I found. Hubspot : In classic Hubspot style, Hubspot’s boards are all about content. IBM Juniper CSC.

B2B Marketing 100

B2B Marketing Brand Identity Branding B2B 100

Digital B2B Marketing

MARCH 25, 2013

B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising. Today, B2B marketers have many new options available. Today, B2B marketers have many new options available. Use Your Keyword Data. Search Retargeting.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

MARCH 12, 2013

Looking at most B2B marketing, the answer is clearly “no, you don’t.” ” You do not trust your content to tell your story, grow your audience or sell your solutions. Your content is like the teen that still needs a chaperone, you aren’t willing to send it out on its own yet. And that is ok!

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

FEBRUARY 12, 2013

It is a common question, and starting point for (normally) friendly debate, in B2B marketing. Does social media work for B2B? Does content marketing work for local businesses? ” Focusing for a moment on the B2B marketing space, of course social media can work. Any of these tactics can work for B2B marketers.

Social Media 100

Social Media Media B2B Case Study 100

Digital B2B Marketing

JUNE 12, 2013

Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content. You promote your content through search, social, emails, newsletters, even banners. Your content doesn’t tell people how to buy from you or why they should buy from you. As it should.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

OCTOBER 4, 2011

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience. About Eric Wittlake.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

MAY 14, 2012

” We are flooded with content. Blog posts and other content are clamoring for attention with louder promotions and catchier headlines in an attempt to cut through the content clutter. Yes, headlines like Why Your Content Sucks. Your audience doesn’t want good content. The goal is not content.

Content 100

Content Buyer's Journey Education Marketing Prospects 100

Digital B2B Marketing

OCTOBER 4, 2011

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

JUNE 2, 2011

Current marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42 , 78% of B2B marketers say awareness is an objective of content marketing. It is time to step back from planning content for the buying cycle and focus on Stage Zero Content. Consumable.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

AUGUST 30, 2011

The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “ Branding Doesn’t Work in B2B “). Does your woozle play a role in closing a deal in enterprise B2B? B2B buying decisions are emotional decisions with a rational justification.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

MAY 31, 2012

In B2B marketing, bad data represents a huge lost opportunity. What Is Your Content Really Worth? These forms are asking for far more than the content is worth. Based on a recent study from DemandGen Report , most B2B buyers feel long registration forms are appropriate. If so, you are begging for bad data.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

OCTOBER 11, 2011

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom. Really folks?

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

JULY 12, 2012

However, there is very little quality research available for online planning in B2B. Here are some of the common challenges marketers face planning a B2B advertising program: The majority of research services are designed for consumer marketers and provide little information on professional roles.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100