Digital B2B Marketing

NOVEMBER 6, 2012

Perceptions are created by experience with your products, service and people, through what other people say about you (even competitors) and through your own 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 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

JULY 11, 2013

When the success of your business is less important than the success of your marketing, something is seriously wrong. Yet this is exactly how most B2B marketers approach lead generation today! You don’t care about the number of leads your sales team has. The Lead Generation Opportunity Gap.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

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

AUGUST 20, 2013

You have a lead generation program. A marketing automation program. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. Since you are in B2B marketing, you probably want them to register.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 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.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 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. Sirius Decisions actually labels this as inbound marketing, however I use a more limited definition of inbound marketing.)

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

FEBRUARY 14, 2012

Can corporate websites support demand generation and lead capture? Or do marketers need to build microsites to support demand generation effectively? Demand generation is too focused on lead capture and not focused enough on meeting the needs of their audience. Are you a B2B marketer or interested in B2B marketing?

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 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. For the sake of this post, lead generation programs refer to publisher programs that promote your content and capture registration.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Despite the magic of marketing automation and the ability to collect information on every mouse movement on every page of our sites, we only get a tiny window into the lives of our prospects. We have a better understanding of what people are interested in and our marketing performs significantly better. Of course we get it wrong!

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. 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. Inbound Marketing 4. Marketing Automation 11.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

JULY 31, 2012

B2B marketing is complex. Sales cycles are long, measurement can be convoluted, and segmentation, lead scoring and sales and marketing alignment take traditional marketers into uncomfortable spaces. Amid the details and uncomfortable spaces, the bigger marketing picture is often lost.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

DECEMBER 2, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. 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. Inbound Marketing 4. Marketing Automation 11.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 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. Benchmark conversion rates for each source provide an additional support point for marketers moving towards inbound marketing.

Demand Generation 100

Demand Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 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. However, sales cycles are long.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 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

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. Retargeting.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

NOVEMBER 1, 2011

B2B salespeople are looking to talk to people that influence or make decisions for business purchases. So why all the fuss about B2B being B2P (business to person)? So why all the fuss about B2B being B2P (business to person)? Maybe not you, but some B2B marketer will). Businesses do not make decisions.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

AUGUST 28, 2012

If you are looking for another article that lists search, social media, persona development or lead management, this is not it. Here are 7 key characteristics of B2B marketers that will be able to learn the skills needed today and tomorrow and will be able to identify and pursue new B2B marketing opportunities as they emerge.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 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. Will LinkedIn Become the B2B Marketing Leader?

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

OCTOBER 15, 2013

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. For most B2B marketers, it isn’t nearly enough. And they’re right. Promoted Tweets.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 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

FEBRUARY 4, 2012

If you follow the B2B technology publishing landscape, you are almost certainly familiar with the Ziff Davis Enterprise brands. ” From the What We Do page: “We have become the leader in vertical marketing and media online by delivering qualified clicks and qualified inquiries at low cost and with great scalability.”

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 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. Your Turn What will it take for marketers to change their approach to registration?

B2B Marketing 100

B2B Marketing Planning B2B Webcast 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. As you help potential buyers through the process, they will become more familiar with you and your solutions as well, leading to an opportunity to make a sale.

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

JULY 24, 2012

In B2B marketing, standing out from the crowd and getting your audience’s attention is absolutely critical. Today you can target online advertising in addition to email list rentals and lead generation programs to just your list of target companies.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

JUNE 21, 2012

That definitely would not be marketing. It is an example of content marketing that many B2B marketers can learn from. Here are a few of the things that set this video apart as part of a marketing program. Here are a few of the things that set this video apart as part of a marketing program.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 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

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. Notably, when people shared their own marketing thought leaders at the end of the discussion, there were no companies mentioned. Prime example is Galileo.”

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 100

Digital B2B Marketing

MAY 24, 2012

B2B marketing can quickly become complicated. Scoring leads, establishing marketing automation, building thought leadership, creating demand… it isn’t easy. Remembering the things dear Mom taught you before you were old enough for school will make you an infinitely better marketer. “MeMeMeMeMe!!”

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 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

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

APRIL 28, 2011

When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. Jay Baer’s Convince & Convert : Twitter leads today, LinkedIn is growing. In targeted B2B marketing, this same approach will work for breaking into individual targeted accounts.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

OCTOBER 6, 2011

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The potential of these prospects is not reflected in your lead score. Your blind spot is there.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

AUGUST 23, 2012

Lead scoring and personas are popular topics in B2B marketing. Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities. Let’s look at lead scoring, personas, and the connection that needs to be made.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 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. Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

MARCH 1, 2012

Increasingly, marketers don’t know where their content is either. 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.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100