Digital B2B Marketing

AUGUST 16, 2011

Twitter is not a communication channel, it is a platform that allows each of us to create and evolve our own custom communication channel. If Twitter is not working for communication, it is not a problem with Twitter. As a platform, Twitter is developing and our behavior reflects its infancy, with the full spectrum of [.].

Twitter 100

Twitter Advertising Channels Social Media Facebook 100

Digital B2B Marketing

AUGUST 19, 2011

We each build our own communication channel on Twitter, choosing who to follow and list. However, based on a number of recent conversations I have had on Twitter and Google+, many Twitter users are overlooking a significant tool to customize their channel and reduce noise: filters.

Twitter 100

Twitter Advertising Channels Google Conversion 100

Digital B2B Marketing

JULY 23, 2012

In B2B marketing, collecting numbers is easy. For a recent #B2Bchat discussion on Twitter, we looked at some of these issues. 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?

B2B Marketing 100

B2B Marketing B2B Social Media Twitter 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Buyer personas are a hot topic of discussion in the B2B marketing world, but how do you create the personas that you need and ensure you are getting the value you need out of them? Do you even need to create B2B buyer personas at all? Information on their consumer profile is far less valuable in a B2B context.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

NOVEMBER 3, 2011

Let’s face it, Twitter has a spam problem, and over the last six months Triberr has been criticized as a source of that spam. Share your views in the comments below (I’m sure Dan or Dino will take note) with with me on Twitter ( @wittlake ). Your Turn Does removing automation change your opinion of Triberr?

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 100

Digital B2B Marketing

MAY 28, 2015

As I came back from the B2B Marketing Innovation Summit, put on by Demandbase, I couldn’t shake the feeling that we aren’t doing enough. But they are places many B2B marketers, including myself, should be doing so much more. What are the shortcomings and areas of opportunity you see today for B2B marketers?

B2B Marketing 100

B2B Marketing Planning DemandBase 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? In most B2B organizations, Salesforce.com or a similar solution is the system of record. It is a complex sale, but most B2B companies will continue to use their simple measurement.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 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 5, 2014

Enterprise B2B marketers spend the majority of their effort marketing to individuals that don’t have any chance to become customers. And let’s not even start with banners for B2B marketing, where most of the audience of even the most targeted sites will never represent an opportunity for you. “The signal is the truth.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 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

FEBRUARY 14, 2012

These are some of the questions we tackled on B2Bchat on February 8, 2012, and I had the privledge of moderating the discussion on Twitter. Highlights from the Twitter chat are below, or you can view the summary here on Storify. Are you a B2B marketer or interested in B2B marketing?

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 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? Interested in #B2Bchat?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

DECEMBER 13, 2011

What are B2B marketers biggest measurement challenges? We tackled these and other questions during the weekly #B2Bchat discussion on Twitter on December 8, 2011. Join the Discussion You can join #B2Bchat on Twitter on Thursday at 8:00 PM Eastern, follow @b2b_chat for updates on chat topics each week.

B2B Marketing 100

B2B Marketing B2B Marketing Analytics Tools 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

SEPTEMBER 2, 2014

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. Share your experience or questions in the comments below or with me on Twitter ( @wittlake ). Case 3: You say clicks don’t matter?

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 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

OCTOBER 15, 2013

For most B2B marketers, it isn’t nearly enough. Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted and then organically spread. While the program is new, it has the potential to replace Twitter as the first choice to seed content through paid promotions.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 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.” Share your observations in the comments below or with me on Twitter ( @wittlake ).

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 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

JUNE 19, 2012

of B2B technology buyers say social media has influenced their purchase decisions or interactions with vendors. So should B2B organizations shutter their social media efforts or reduce their investments? Stepping back from the details, the research from IDC reaffirms two key guidelines for B2B social media.

Social Media 100

Social Media BtoB Media 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

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. B2B personas should illuminate your audience and provide a clear roadmap to relevance in your marketing. Photo Credit: dearoot via Flickr cc.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

NOVEMBER 14, 2011

Thursday’s B2Bchat discussion focused on content marketing for B2B. Join #B2Bchat on Twitter, every Thursday at 8:00 Eastern time, follow @B2B_chat for more information on the discussion each week. Join the Discussion Do you have a view on content marketing in B2B? 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 #B2Bchat on Twitter, every Thursday at 8:00 Eastern time, follow @B2B_chat for more information on the discussion each week. Join the Discussion Do you have a view on content marketing in B2B? You can also see the summary on Storify.

B2B Marketing 100

B2B Marketing B2B Content Twitter 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

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%).

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 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

APRIL 22, 2012

Danny lined up a great set of provocative questions for the group on aligning B2B sales and marketing. Read on below for a brief recap of the discussion, and join #B2Bchat every Thursday at 8:00 PM Eastern time on Twitter. 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

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

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. Share your answer in the comments below or with me on Twitter ( @wittlake ). So how do you pair your outbound marketing activity with your inbound marketing?

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

APRIL 25, 2012

Just say the name on Twitter and you are likely to get responses that range from disdain that is only constrained by 140 characters to adoring love and affection. One of my personal goals in social media is to engage with people interested in modern B2B marketing. Do you blog about B2B or digital marketing and want to try Triberr?

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

JULY 7, 2011

This post was sparked by a spirited, and at times emotional, debate during the #bizforum chat on Twitter yesterday evening. 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. Do they trust you can deliver?

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 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? ” Focusing for a moment on the B2B marketing space, of course social media can work. TV can work for even the most niche B2B marketer, it just won’t be very cost effective. In Summary.

Social Media 100

Social Media Media B2B Case Study 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. What impact does this have on your marketing?

Microsite 100

Microsite B2B Marketing Domain 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. Please share your list in the comments below or with me on Twitter ( @wittlake ). Photo Credit: The Wizard.

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

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