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. All they see are leads.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

AUGUST 22, 2013

Developing personas is one of the first steps recommended by many B2B marketers. Unfortunately, many B2B marketers are working with personas that do more harm than good. Talk to potential prospects that have not engaged with sales in order to understand prospects your marketing needs to reach.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

APRIL 11, 2013

B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). How did we get here?

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 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 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

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

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

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

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

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

AUGUST 28, 2012

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. Appetite for Knowledge Successful marketers are voracious consumers. Photo Credit: The Wizard.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 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. The Simple Solution.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

APRIL 22, 2012

Danny lined up a great set of provocative questions for the group on aligning B2B sales and marketing. As always, the #B2Bchat participants shared a range of perspectives from both sales and marketing experiences. Last week Danny Hanssel ( @dannyhanssel ) us as the guest moderator and leader for #B2Bchat.

B2B Sales 100

B2B Sales B2B Marketing B2B Training 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. Buyers need information.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

FEBRUARY 21, 2012

Pinterest is the marketing flavor du jour. 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. IBM Juniper CSC. I believe there is.

B2B Marketing 100

B2B Marketing Brand Identity Branding B2B 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 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

MAY 7, 2013

Chasing Random Acts of Marketing. It should be easy to avoid a random act of marketing but it is extremely difficult to pass up a great marketing opportunity. Will this improve other elements of your marketing? Do other ongoing marketing activities improve this specific opportunity? Catering to a Vocal Minority.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

NOVEMBER 14, 2011

Thursday’s B2Bchat discussion focused on content marketing for B2B. Join the Discussion Do you have a view on content marketing in B2B? Highlights from the discussion along with my own summary and commentary are inline below. You can also see the summary on Storify.

B2B Marketing 100

B2B Marketing B2B Content Twitter 100

Digital B2B Marketing

NOVEMBER 14, 2011

Thursday’s B2Bchat discussion focused on content marketing for B2B. Join the Discussion Do you have a view on content marketing in B2B? Highlights from the discussion along with my own summary and commentary are inline below. You can also see the summary on Storify.

B2B Marketing 100

B2B Marketing B2B Content Twitter 100

Digital B2B Marketing

MARCH 27, 2013

When you are marketing a marketing service to marketers, the bar is even higher than it is for most B2B marketers. Your marketing will be seen as an indicator of the quality of your marketing service. Yes, that’s a lot of marketing in two sentences.

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

AUGUST 20, 2013

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. Unless you are Google, IBM or Oracle, there is a good chance part of your market doesn’t really know you exist.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

NOVEMBER 1, 2011

So why is B2P a new idea, and what should B2B marketers think of it? Businesses do not make decisions, people make decisions on behalf of businesses.

B2B Marketing 100

B2B Marketing B2B Marketing & Strategy Marketing 100

Digital B2B Marketing

NOVEMBER 13, 2012

Good data is essential for B2B marketing organizations to excel. Sirius Decisions research indicates that good data can increase revenue driven through marketing by 70%. It isn’t hard to believe, just ask any B2B marketer that has tried marketing to a bad prospect list.

B2B Marketing 100

B2B Marketing B2B Barriers Validation 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

DECEMBER 13, 2011

What are B2B marketers biggest measurement challenges? How do they effectively communicate results within the organization? What are the trends they are looking towards in 2012? We tackled these and other questions during the weekly #B2Bchat discussion on Twitter on December 8, 2011.

B2B Marketing 100

B2B Marketing B2B Marketing Analytics Tools Twitter 100

Digital B2B Marketing

APRIL 25, 2012

I believe as marketers and as individuals, we must serve our connections or audience if we have any desire to maintain and grow them. As a marketer, if your social media program includes establishing individuals as participants in industry conversations, Triberr should be on your radar. It is a lightening rod application.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

JANUARY 10, 2012

Buying email marketing lists. The challenge with buying email marketing lists is you don’t know if you are getting something worthwhile until it is too late and few marketers understand the email list market. Clearly define the data required for each marketing record. Lack of usage policies and enforcement.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

JANUARY 24, 2013

Corporate blogs are increasingly standard in B2B organizations. It Smells Like Marketing Let’s face it, no one wants to be marketed too. See 7 Steps to Find Your Content Marketing Sweet Spot for tips on avoiding this. Some companies even have an entire suite of blogs. ‘Nuff said.

B2B Marketing 100

B2B Marketing Paid Search Agency B2B Press 100

Digital B2B Marketing

OCTOBER 24, 2011

Thought Leadership in B2B Marketing: Recap of #B2BChat discussion. Are individuals or companies thought leaders? What are today's biggest barriers to developing thought leadership? And how is thought leadership connected to heretics?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 100

Digital B2B Marketing

JULY 24, 2012

In B2B marketing, standing out from the crowd and getting your audience’s attention is absolutely critical. Nurturing Site Visitors Through Advertising Many B2B advertisers have discovered retargeting in the last 24 months, yet most retargeting is still relatively simplisitic.

B2B Marketing 100

B2B Marketing Doubleclick Planning 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

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

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. Today, many companies have replaced strategic planning with a set of goals and tactics, without a formalized marketing strategy. Many companies simply do not value marketing strategy.

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

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.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 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? The problem doesn’t begin with marketing though. In most B2B organizations, Salesforce.com or a similar solution is the system of record.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100