Digital B2B Marketing

MAY 7, 2013

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' What’s on your list? I’ll roll up additions from you along with the rest of my list in a post next week! Photo credit: zenera via Flickr cc.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 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. Yeah, content is like that.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 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. The goal is to create a strategy that survives the full year (and beyond) and gives you a framework for more tactical planning, execution and optimization.

Planning 100

Planning Barriers B2B Marketing B2B 100

Digital B2B Marketing

MARCH 5, 2013

Most B2B marketing organizations miss the biggest opportunities to impact their business because they have not identified the right goals. Most B2B marketing organizations start with a goal that looks like “deliver 18,000 leads to sales.” Why isn’t business coming out of your ears? It is easier said than done.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 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). In B2B, products and requirements are complex.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 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

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. No, your Mom probably didn’t teach you how to develop a marketing strategy, build a landing page or implement a marketing automation system. Unfortunately, probably not.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 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

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

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

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

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. Why should companies invest in thought leadership? And just what does thought leadership mean anyways? Here are the key takeaways I took from the discussion.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 100

Digital B2B Marketing

DECEMBER 11, 2012

In B2B marketing organizations, content marketing aims to help buyers buy. Content marketing provides the information buyers need to determine the type of solution they need, develop internal support for a change, create a short list of providers and address objections , all while positioning your company as a trusted resource.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

AUGUST 9, 2011

Here are three steps that can help remove common barriers to strategic planning in B2B marketing organizations. Strategic planning has to begin by addressing the internal barriers in your organization. As long as they are not addressed, your company is not ready for strategic planning.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

NOVEMBER 29, 2011

Most B2B marketers are not providing pure commodity products, even in commodity markets. They are not a large company compared to “Enterprise” B2B marketers, but they are not a small company either. This is why every company needs to own their own strategy. Two weeks ago, I wrote Just Say NO to Marketing Advice.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 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. Strategy When you say strategy, or you referring to your 50 year strategic plan that considers things like the lack of potable water and the impact of peak oil on your business? Your product name?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

SEPTEMBER 27, 2012

On the same day, this site ( B2B Digital Marketing , in case you are reading this elsewhere) received more search traffic than ever before. The B2B Marketing Implication As a marketer, you have objectives that may range from sales to leads to unaided awareness. Traffic that would normally have gone elsewhere ended up here.

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 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. Content content strategy intent marketing automation search'

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

AUGUST 27, 2013

Below are organic search results for three B2B marketing oriented searches. Buying B2B Email Lists Search Results. B2B Advertising Search Results. B2B Marketing Strategy Search Results. Below is a chart showing the growth in traffic for this blog ( B2B Digital Marketing , in case you are reading this elsewhere).

Content Marketing 100

Content Marketing Content Inbound Marketing Search Marketing 100

Digital B2B Marketing

APRIL 4, 2013

In marketing, and particularly in B2B marketing where we have fewer sources of reliable information, we are all looking for new opportunities for our business. If new research says B2B buyers rely on social media, dig into the survey. Strategy advice marketing advice' Everyone has something to sell. Question Research.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

APRIL 30, 2012

View on Pinterest Not only are the trends towards digital, social, mobile and content changing the B2B marketing landscape, the roles of agencies, publishers and marketers in that landscape are blurring as well. Own It More than ever, you need to own and enforce your overall strategy. Please share your additions in the comments below.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

OCTOBER 13, 2011

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 at Babcock & Jenkins. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Business , Rants , Strategy.

Service 100

Service Training Twitter B2B Marketing 100

Digital B2B Marketing

NOVEMBER 29, 2011

Most B2B marketers are not providing pure commodity products, even in commodity markets. They are not a large company compared to “Enterprise” B2B marketers, but they are not a small company either. This is why every company needs to own their own strategy. Two weeks ago, I wrote Just Say NO to Marketing Advice.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

JUNE 23, 2011

If B2B marketing isn’t dead, it is changing very quickly. As Michael Brenner said, Mobile Marketing is a Strategy, Not a Tactic. 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. Embrace Mobile. About Eric Wittlake.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

JUNE 12, 2013

Congratulations, you are a B2B content marketer. Content buyers journey content strategy stage zero content' You have created a great industry blog and library of premium content. You promote your content through search, social, emails, newsletters, even banners. There’s just one little problem: the leads are crap.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

MAY 14, 2012

There are plenty of posts about content strategy, with advice that includes audience research, creating in-depth personas, mapping the buyers journey and then creating content for each stage of the buyers journey for each persona. 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

MARCH 15, 2012

Content Is at the Core Content strategy and development is core to inbound marketing. Without great content strategy and development, your inbound marketing program is not sustainable. This is what modern inbound marketing looks like: Source: b2bdigital.net via Eric on Pinterest 1. Your content is what makes finding you valuable.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

OCTOBER 2, 2012

It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive. This advice leaves B2B marketers looking at what their audience does. However, B2B marketing requires more focus on context. Do they watch the Super Bowl?

Advertisements 100

Advertisements Advertising DemandBase CRM 100

Digital B2B Marketing

NOVEMBER 1, 2012

Inbound marketing has captured the attention of B2B marketers, and no wonder. However, opinions and knowledge of inbound marketing vary widely among B2B marketers. According to Hubspot, leads from inbound marketing cost 62% less than leads from outbound marketing.

Inbound Marketing 100

Inbound Marketing Allocation Opinions Marketing & Strategy 100

Digital B2B Marketing

JUNE 29, 2011

Creating a marketing strategy and channel plan is not like creating a Whopper. 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. Not everyone can do it, and more importantly, not everyone should. About Eric Wittlake.

Media 100

Media Cross-Selling Ad Exchange 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. 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

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. Behind closed doors, many marketers don’t like or even respect them.

Word of Mouth 100

Word of Mouth Banners Custom Publishing Marketing & Strategy 100

Digital B2B Marketing

MARCH 28, 2012

I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey. Multiple B2B publishers are pedaling this misinformation and as B2B marketers struggle with content marketing, it is diverting their focus.

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 100

Digital B2B Marketing

JANUARY 3, 2012

If you are a B2B marketer entering 2012 with increased budgets for social media, content marketing, mobile marketing and marketing automation, consider how your investments will benefit your audience. Step away from your own marketing plan and look at your marketing through your audience’s perspective.

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 8, 2012

In short, inbound will become one more valuable tactic in the B2B marketer’s portfolio rather than an opportunity that stands on its own. Larger marketers will almost certainly view it as part of the full marketing portfolio, with inbound and outbound marketing working together.

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 100

Digital B2B Marketing

NOVEMBER 17, 2011

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. Build your marketing plans on your strategy.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. Build your marketing plans on your strategy.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100