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. With this capability, will privacy be an issue.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 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. Isn’t that the kind of person you need on your team? Photo Credit: The Wizard.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 100

Digital B2B Marketing

NOVEMBER 13, 2012

Good data is essential for B2B marketing organizations to excel. It isn’t hard to believe, just ask any B2B marketer that has tried marketing to a bad prospect list. Despite the positive impact data can have, B2B marketing organizations have been slow to embrace new sources and types of data.

B2B Marketing 100

B2B Marketing B2B Barriers Validation 100

Digital B2B Marketing

DECEMBER 11, 2012

In B2B marketing organizations, content marketing aims to help buyers buy. But is your content really what stood between a prospect and a purchase? So before you start creating more content to move prospects through your buyers journey, step back and consider how to help prospective buyers buy. Wow, that sounds amazing.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

MAY 7, 2013

As marketers, we need to give our prospects choices. Share the top mistakes you see B2B marketers making today in the comments below or with me on Twitter ( @wittlake ). In Practice Strategy B2B marketing mistakes' However, the popular study didn’t investigate giving people just one, take it or leave it, choice!

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

DECEMBER 2, 2013

Content that guides prospects looking to create a short list of solutions can be particularly effective in these programs. Today I received an email from a B2B marketer that is “nurturing” me. The B2B Lead Generation Series. The B2B Lead Generation Series. Sponsored Content.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 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

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

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. You need to reach a much higher percentage of prospects than you can through list purchases but will be using the data multiple times.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 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. Home Field Advantage in B2B Marketing Someday, I want to own a new BMW. Are you simply helping your customers justify the decision they already want to make?

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

APRIL 25, 2012

One of my personal goals in social media is to engage with people interested in modern B2B marketing. How to Use Triberr for B2B Marketing Here is how I use Triberr, and how I would recommend you use it as part of a marketing program: Read every post before sharing. Your goal is to serve your prospective audience, not your tribemates.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

JANUARY 10, 2012

The business sees a huge repository of customer and prospect data it believes is valuable for email marketing. In their report, DemandGen also includes a number of recommendations to improve B2B email list purchases: Work with multiple data or list sources. Clearly define the data required for each marketing record.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

MAY 19, 2011

Not in B2B. Your prospect is doing their own research. Due to the rise of social media and user generated content, prospects can connect directly with customers, bypassing your careful selection of reference clients. You are selling an experience good. They have not worked with you yet, they have not used your product.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 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

MAY 24, 2012

B2B marketing can quickly become complicated. Here are ten lessons from Mom that B2B marketers (and really all marketers) would be wise to remember. Your website is your home and it leaves a far stronger impression on prospects that take the time to research your company or offerings than your advertising campaign will.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 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. This isn’t QuinStreet’s first B2B technology media acquisition. Have leads become the primary focus for B2B technology media companies? However QuinStreet may be a newer name.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

OCTOBER 6, 2011

Your blind spot is all the time potential prospects spend on competitor sites, on editorial properties, on topical blogs or discussing with peers. When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably. Social Media Scoring.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. When you insist on registration, you are in effect telling prospects: We don’t want to be involved in the first half of your research. That is not the message you want to give a new prospect. So your sales consultant can contact me?

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. When you insist on registration, you are in effect telling prospects: We don’t want to be involved in the first half of your research. That is not the message you want to give a new prospect. So your sales consultant can contact me?

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. Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities. Lead Scoring B2B marketing uses lead scoring to determine what prospects should be sent to sales and when.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

MAY 20, 2014

According to Google, progressive profiling is “a method of asking questions incrementally, gathering more information about a prospect over time.” Most of your potential prospects will never even see your second form. Unfortunately your prospect never gets the chance to provide it. Source , Page 6).

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

JUNE 23, 2011

If B2B marketing isn’t dead, it is changing very quickly. In the past, your prospect held the budget cards and you held the information cards. Through the sales and negotiation dance, the cards were slowly revealed one at a time, with you and your prospect jockeying for advantage through the entire process.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 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

FEBRUARY 14, 2013

There is a disturbing trend in both consumer and B2B marketing: Marketers do not love the people they are marketing to. In turn, consumers and B2B buyers have come to dislike marketing. You need to start showing your customers, prospects and potential prospects you love them every day. How do you show them you love them?

Word of Mouth 100

Word of Mouth Banners Custom Publishing Marketing & Strategy 100

Digital B2B Marketing

OCTOBER 6, 2011

Your blind spot is all the time potential prospects spend on competitor sites, on editorial properties, on topical blogs or discussing with peers. When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 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. Prospects want to know what you think In enterprise B2B sales and marketing, prospects want to understand how you view their marketplace, challenges and opportunities.

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 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. Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers. Aligning Sales and Marketing.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

JUNE 28, 2012

What do businesses really mean when they talk about relationships and what is marketing’s place in those relationships with clients, prospects and the marketplace at large? Business Relationships that Matter In the vast majority of enterprise B2B companies, relationships that matter are between people.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

JUNE 12, 2013

Congratulations, you are a B2B content marketer. So why do you expect the people who register for your educational content will be appropriate prospects today? An all too common mistake is to focus on content that is only useful to immediate prospects. You have created a great industry blog and library of premium content.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

APRIL 17, 2013

That’s a huge number relative to many B2B marketers but it pales in comparison to the breadth of most B2B advertising campaigns. What happens when content has made a great impression but the experience with sales makes your prospect question if you can actually deliver? The Sales Experience. The potential deal vanishes.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

JUNE 2, 2011

Yet according to a study from MarketingProfs and Junta42 , 78% of B2B marketers say awareness is an objective of content marketing. Question: Would it be better if prospects where aware of your company when they started the research process? I am a digital and B2B marketer with a background in online media and analytics.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

JUNE 28, 2011

For B2B marketers, this might be an industry analyst, a named prospect or someone with a specific job function. 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. Targeted Engagement. About Eric Wittlake.

Media 100

Media Social Media ROI Media Plans 100

Digital B2B Marketing

OCTOBER 11, 2011

Companies embracing content marketing were able to provide unique value to clients and prospects. In B2B and many consumer markets, content is now the norm and potential customers assume you will provide it. I am a digital and B2B marketer with a background in online media and analytics. Content marketing was not the norm.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

MAY 14, 2012

Start solving the problems your prospects have. As long as your goal is to provide solutions to your target audience, prospects and clients, not to create content, you will begin creating content that doesn’t suck. Your Turn What challenges are B2B marketers facing today and what kind of solutions do they need?

Content 100

Content Buyer's Journey Education Marketing Prospects 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. 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. But how do people find your content?

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 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. Awareness Awareness is easy to define, but B2B marketers that are more focused on direct marketing results use the term far to liberally. Your Turn What other terms are overused by B2B marketers and have lost their meaning.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

MAY 1, 2012

Inbound marketing represents a major investment for B2B marketers. Not only do you still need to create content to capture leads, nurture prospects and support sales, you need to create sharable and discoverable content also and then patiently wait before you see the return on this new investment.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100