Digital B2B Marketing

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How We Systematically Overvalue Content Consumption

Digital B2B Marketing

B2B marketers today are not optimizing programs to reach and engage their best prospects. Stop thinking that there is some marketing-to-sales hand-off that happens and start seeing sales and marketing together as part of how you always engage with the companies that are the best fit for you. Let’s get right to the point. But at the end of the day, what are we doing? Your Turn.

LinkedIn Sponsored Updates: The Best B2B Social Advertising Option Yet?

Digital B2B Marketing

For B2B marketing in particular, I continue to believe LinkedIn’s self-maintained profile data is the best quality data available in the industry. 2. However, for B2B marketers looking to reach specific business audiences, it just might be the best social advertising option yet. Have you felt like social advertising just wasn’t right for your B2B marketing? Your Turn.

6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

Adding direct mail, and dimensional direct mail for specific audiences, is one of the best ways to maximize the overall response rate for an audience. 6. You need to generate leads, right? 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 List. 1. Search marketing.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

Sometimes the best advice and perspective doesn’t come from the public figures we hear at conferences or see quoted in publications. ” One of the best ways to address this is to narrow your focus. It comes from the people who are hands on, doing the work in a wide range of situations. Toby is one of those guys. You probably don’t know Toby, but maybe you should.

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Six Key Steps to Successful Marketing Automation Adoption

With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs Selecting a Marketing Automation platform can be a daunting task.

Google+ for SEO? Don’t Focus on Your Brand Page!

Digital B2B Marketing

Example: Included in search results for “best cars” because it was shared by Ford on Google+: Ford.com. Google, Plus Your World was rolled out just over a week ago, and the online world has adopted the rallying call to get onto Google+ for the SEO benefits. Multiple articles point to brand pages as the solution. Each has its challenges. 1. Brands are not people.

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Understanding Intent Behind Content Consumption

Digital B2B Marketing

Your best potential prospects won’t read just one high-level piece of content, but you need to give them the opportunity to find the next piece of content through you, not by going back to Google, by linking to your own more granular content for more specific or detailed information throughout your content. You know millions of people saw your content. Search provides a good model.

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9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

Is it perspectives on where your industry is going, best practices, or technical expertise? best practice guide, vendor comparison, industry perspective and even a sell sheet have been lumped under the heading of whitepaper by many marketers. 6. The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. Clarity is critical. 2.

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How Account Based Advertising Really Works

Digital B2B Marketing

Share them in the comments below or connect with me on LinkedIn and I’ll do my best to answer! 2015 seemed like a breakout year for account-based advertising, with a flurry of account-based advertising offerings hitting the market. Interest in account-based advertising is, no surprise, following the adoption of account-based marketing. IP Targeting. Onboarding Offline Databases.

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

They may be more junior contacts or companies that are too small or large to be your best prospects, but they represent a real possibility of current or future business. Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. However, sales cycles are long. Pipeline and Sales. Everyone else.

The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted and then organically spread. Outbrain recently booted low quality advertisers out of its network in a bid to make it more attractive to both the best publishers and brand marketers. And they’re right. For most B2B marketers, it isn’t nearly enough. Promoted Tweets.

4 out of 5 Marketers are Zombies! [Infographic]

Digital B2B Marketing

Marketers Blindly Follow They adopt the industry buzzwords and borrow “best practices” from those around them. What, it’s changing? Quick, call it dead! Write an article about how social media is killing advertising! Advertising is Dead. SEO is Dead. Television is Dead. Magazines are Dead. Newspapers are Dead. Websites are Dead. Agencies are Dead. Media companies are Dead.

B2B Lead Generation: Publisher Programs

Digital B2B Marketing

For many content-strapped marketers, this is the best approach (assuming you have a strong nurture program with supporting content, more on this later in the series). 3. For a broader range of B2B lead generation options (and flags for a few that don’t work well), see 6 Best Tactics for B2B Lead Generation. Need leads? It will cost you. ” Do you want a specific industry?

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

Digital Marketer | New Tech Curious | Marketing Best Practices & Trends | IDC CMO Advisory Service | Love Boston sports, good food, & delicious beers. As a B2B marketer, it is easy to find people to follow on Twitter, right? Big names in B2B marketing, content marketing and social media seem to be everywhere. Here are 15 hidden gems B2B marketers should be following. Writer.

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

5 Key Elements of Modern Inbound Marketing

Digital B2B Marketing

Organic Search Engine Optimization Organic search results are the search engine algorithm’s recommendation of the best result for a search. Last week, I made the case for a new definition of inbound marketing , or as Michael Brenner ( @brennermichael ) called it in the comments, a “call to arms” for inbound marketers. Your content is what makes finding you valuable.

10 Things You Need to Know About B2B Mobile Marketing

Digital B2B Marketing

Google is encouraging responsive design , further solidifying it as a best practice all B2B companies should be considering in their mobile plans. 8. You see them everywhere, crossing streets, in meetings, at lunch and even driving. Busy professionals focused on their smartphone , nearly oblivious to everything else around them. Reasons Your Marketing Needs to be Mobile 1.

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A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

Write provocative and well researched perspectives on the following topics: Best practices or insider tips for each of 10 priorities for your audience (10 articles). Approximately a month before your launch date, begin publishing the articles you have prepared, with one best practice or insider perspective and one of the other articles each week. It gets you started. Identify Jamie.

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Combining Demand Generation and Lead Generation For the best results, you cannot combine lead generation and demand generation. Lead generation and demand generation, although related, are at odds with each other. 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.

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

B2B Marketing Meets Video: Insights from 21 Marketers

Digital B2B Marketing

James Lauffer (@jameslauffer) summed it up best: @ sched You can do a 30 minute video. 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. Here are a few of my key takeaways from the discussion: 1. Make video part of your content schedule , similar to blog posts and articles.

Why Content Curation Is Not The Answer

Digital B2B Marketing

The value of a content curator is their ability to filter through the volumes of content and select the best, the most original, the most valuable, pieces. The biggest problem in B2B content marketing is that it requires content. Somehow, this most obvious of truths has become the thorn in the side of B2B marketing (and the inspiration for 1,000s of pieces of content). Hallelujah! Exactly.

7 Step Guide To Creating Perfect Content

Digital B2B Marketing

Is it just me, or do you see a sea of content today that is just ok, that might have one or two small nuggets (at best) but does little to educate, inform or inspire versus the time you spend finding and reading it? Have you ever clicked on a promising headline and then been horribly disappointed by the results? know I have. Do you want guaranteed success too? Yep, more sarcasm. 1.

6 B2B Marketing Mistakes That Are Easy To Make

Digital B2B Marketing

If you are a creative marketer working on a campaign to reach Linux developers, I would venture there is a very good chance that you won’t even like the creative and marketing ideas that end up working best! If your competition is your primary focus, you will miss your best opportunities. 5. Following Best Practice Advice. Assuming Your Audience is Just Like You. Wrong.

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The Dark Future of Native Advertising

Digital B2B Marketing

There is still a short-term opportunity for native publishing, but long-term the best marketers will work to build their own audience. Native advertising, and specifically native publishing programs, will struggle in the future. It comes down to a marketplace issue that, over time, will be a thorn in the side of native publishing. First a quick definition of native publishing. Or is it?

B2B Marketers Are Begging For Bad Data

Digital B2B Marketing

According to SiriusDecisions , companies with the best quality data drive 70% more revenue through marketing programs than those with simply average data quality. In B2B marketing, bad data represents a huge lost opportunity. Despite the cost of bad data, the practice of the average marketer guarantees bad data, and it may be getting worse each year. What Is Your Content Really Worth?

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New Research: B2B Content is a Dead End

Digital B2B Marketing

Today, many large B2B marketers are putting a stop to the conversation and cutting off prospects ability to continue finding additional information when potential customers get to their best content. Best Practice: Enable Self-Directed Research Many B2B websites enable prospects to find the information they need, and they should. This practice should not stop at your website.

A New Way To Connect Twitter To Lead Generation

Digital B2B Marketing

This extends your retargeting program , often one of the best performing online advertising tactics, to include the audience you have developed in social media. B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. There is nothing social about this! Social advertisers. Newsletter or email marketers.

Why The Analysts Are Wrong About Twitter’s Ad Platform

Digital B2B Marketing

60% said Facebook delivers the best ROI, 25% picked LinkedIn and just 5% chose Twitter. What happens when you survey 50 media buyers? You learn that media buyers have put a bit of social lipstick on their buys but they still don’t understand the potential of social media, the importance of content, and so much more. The analyst’s conclusion? Sell Twitter. My conclusion? Say what?

6 QR Code Mistakes Marketers Make

Digital B2B Marketing

Thankfully, this isn’t nearly as common as it once was, but if someone has a web browser open, a simple link is best. I was sitting in a conference hall and everyone around me had a smartphone, tablet (often with a keyboard) or laptop out. The title on a sponsors flyer on the table caught my attention. really did want to look them up at the break and learn more. But when I looked closer, my only option was a QR code. To use it, I needed to set my laptop aside, pull out my phone, scan the URL, and then use a tiny screen. Marketers, stop it! Make Scanning Urgent. video. website.

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Social Media is Lowering Our Content Standards

Digital B2B Marketing

The rules are at best guidelines, and nobody is requiring you to share mediocre content. Sharing has ceased to be an endorsement of the quality of content. Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. …&# or “+100 RT …&# ). Forget the Rules. Say Why.

6 Cringeworthy Marketing Technology Failures

Digital B2B Marketing

Here is my best guess: Eloqua populates this content dynamically and they didn’t have enough content, or content that matched to the business rules, to populate the entire template for some individuals. Today’s marketing simply wouldn’t exist without marketing technology. Or at least that’s how it is supposed to happen. You just create the rules. This happens: 2.

There Is No Vending Machine For Marketing Qualified Leads

Digital B2B Marketing

At best, the resulting program is a list of relatively targeted contacts, not leads that are qualified and appropriate to pass to a sales team as leads. If you talk to a publisher or lead generation firm, it would seem leads have become a commodity. Nearly every B2B publisher offers lead generation under a broader heading of demand generation. What is your target audience?

Good B2B Marketing ROI Is Just Average

Digital B2B Marketing

But is that always the best decision? What is a good ROI on marketing? If you can increase net income by 50 cents for every dollar spent on marketing, that’s good, right? The more you spend, the more money you make. But what if you learned your primary competitor was getting $1.50 in income for every dollar spent on marketing? 3x the return you are getting on marketing! Your Turn.

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The Trick to Seeing Through Marketing Statistics

Digital B2B Marketing

every publisher reports the audience likes their specific publication best. If you torture the data long enough, it will confess to anything. One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. Before you react, turn the same metric upside down. Put Stats Back in Context. Check the Sample.

Top 3 Reasons Your Content Marketing Program Fails

Digital B2B Marketing

Even the best content isn’t automatically discovered and appreciated on its own, but you act like if you publish it, blast it and Tweet it, then Poof! Everyone in B2B marketing says content marketing is important. Everyone is increasing content marketing’s share of the budget. And yet most B2B marketers don’t feel like their content marketing is effective. The outlook seems grim.

Why You Should Stop Mapping Content Formats to the Buyer’s Journey

Digital B2B Marketing

The best format is the one that most effectively presents the information needed. 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. Yeah, right. The format is simply the packaging.

Are Machines the Future of Marketing?

Digital B2B Marketing

What if you could create a template for an ad, dynamically create hundreds of versions for different audiences, products or messages, and then have an algorithm optimize your creative, determining the best performing version for each audience? It already happened on Jeopardy and in chess (and the competition was the world’s best, not the average marketer). Are you ready? Yikes!

4 Characteristics of Great Marketing Content

Digital B2B Marketing

Here is the litmus test we need to apply: “Was reading/hearing/watching that the best or most rewarding available use of my time?” A colleague forwards you link with a short note: “this is awesome, we should be doing this.” ” Your interest is perked. Your expectations are high. You click and… your heart sinks. Content quality is in the eye of the beholder.

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