Digital B2B Marketing

JUNE 20, 2013

Marketers, stop it! In marketing, QR codes should be an alternative to typing a URL, they should never be the only option. In the conference example above, the QR code was a barrier, not an improvement. But that hasn’t stopped marketers from using them underground in subway stations and in in-flight magazines.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 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

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

JANUARY 12, 2012

Without marketing metrics, marketers cannot manage investments or show the value of marketing. However, without careful selection of metrics, diligent analysis and a clear overarching vision, those same metrics can become the biggest barrier to successful long-term marketing programs. Is traffic a key goal?

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

NOVEMBER 10, 2011

Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you. So how do you plan and measure an influencer marketing program? Your Marketing Challenge Why are they not already using their influence this way?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you. So how do you plan and measure an influencer marketing program? Your Marketing Challenge Why are they not already using their influence this way?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 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

NOVEMBER 1, 2011

Maybe not you, but some B2B marketer will). Marketing in this environment is not about one person. Marketing must address the perspectives of multiple influencers, meet a range of requirements and anticipate questions and objections. In Summary B2B marketers, you are marketing to people and that hasn’t changed.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 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. It is educational.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

Digital B2B Marketing

NOVEMBER 8, 2011

For B2B content marketing, here is the most notable aspect of this update: the importance of freshness is related to the search query, not the content. I often hear marketers say their older content is still relevant. Your Turn Is fresh content a priority in your marketing? If so, how do you produce fresh content?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

NOVEMBER 8, 2011

For B2B content marketing, here is the most notable aspect of this update: the importance of freshness is related to the search query, not the content. I often hear marketers say their older content is still relevant. Your Turn Is fresh content a priority in your marketing? If so, how do you produce fresh content?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

AUGUST 9, 2011

B2B marketers often face internal obstacles to strategic planning. Common barriers I outlined in Removing the Barriers to Strategic Planning in B2B Marketing are not valuing strategic planning, not having sufficient time and resources, lacking alignment around a strategy and a lack of internal expertise. Sell the Value.

Barriers 100

Barriers Planning B2B Marketing Advertising Agencies 100

Digital B2B Marketing

MARCH 4, 2014

LinkedIn has gone Tumblr on us and B2B content marketers are drooling. B2B Content Marketing Will Flood LinkedIn. LinkedIn is already a must-have partner for nearly every large B2B marketing program. So what will B2B content marketers do once they have the opportunity to publish on LinkedIn? How should you approach it?

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

MARCH 31, 2011

In B2B, where thought leadership is nearly every marketers goal, it is even more critical. But B2B marketers are responding slowly. Let’s put some numbers on it what marketing to your audience is worth. This valuation is for a hypothetical mid-sized B2B technology marketer, ACME Business. It is your marketing gold.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Demand Generation Agencies 100

Digital B2B Marketing

FEBRUARY 2, 2012

Let’s face it, email is convenient, but sometimes email marketing sucks. The problem is, publishers and marketers rely heavily on email. Notably, there is no CAPTCHA or similar barrier to signing up for TMC’s newsletters. Unsubscribing should be easy! Really, a CAPTCHA to ensure unsubscribes are not automated?

Examples 100

Examples Privacy Policies Opt-out Barriers 100

Digital B2B Marketing

FEBRUARY 16, 2012

When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. Lead generation: collecting registration information, often in exchange for content, in order to build a marketing database for email or telemarketing followup.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100