Digital B2B Marketing

JULY 6, 2011

Said another way, the Anything-as-a-Service model gives customers the freedom they need to pursue the best course for their business. Filed under: Business. These companies offer cost efficiency, but more importantly, they give customers the freedom to quickly adapt to their market. We see this change playing out today.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

APRIL 28, 2011

When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. Each audience is different, and the question for your business is not what is best, but what is best for you. Take a quick look at the very different sharing patterns of the three sites below.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

SEPTEMBER 18, 2012

Timing Email Delivery Numerous studies have looked at the best time to send email. In a far more interesting new offering from Epsilon , marketers will be able to deliver email to each individual at the best time. For B2B Marketing What if Staples or Office Depot could identify regular in-store visitors that may be business customers?

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

NOVEMBER 8, 2011

If your business does not have a blog yet, this change is one more reason to consider creating your blog. Your content will be pushed down in Google by more recent content. If your marketing includes thought leadership, it is even more important, as search and inbound marketing are (or at least should be) important marketing channels.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

NOVEMBER 8, 2011

If your business does not have a blog yet, this change is one more reason to consider creating your blog. Your content will be pushed down in Google by more recent content. If your marketing includes thought leadership, it is even more important, as search and inbound marketing are (or at least should be) important marketing channels.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

JULY 7, 2011

To confidently proceed, they must believe they are making the best decision. Emotion is the root of business needs. Very few businesses have an absolute need for a 38 page per minute printer. Filed under: Branding , Business , Demand Generation , In Theory. At its heart, it is an emotional decision.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

MAY 12, 2014

When you buy an “opt-in” list, at best you are buying a list of email addresses that opted in to receive emails from some media company, newsletter vendor, event organizer, or similar. When you send marketing emails to a purchased list, it doesn’t matter how the list was created, you are spamming. What Are You Really Buying?

Opt-in 100

Opt-in Buy Privacy Policies Opt-out 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. How can they possibly know it is the best thing for you? Your personal and business success are not the singular priority of any outside expert, partner, vendor or client.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

MAY 29, 2012

However, the people B2B marketers want to reach are ultimately trying to solve a challenge or embrace an opportunity based on their unique business. Scenario 2: Small Business Storage and Backup Solution You sell a storage and backup solution for small businesses. Shouldn’t B2B marketing solutions be just as unique?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

JULY 23, 2013

No business would accept a 50% ROI if there is a 150% ROI available with no additional risk, but that same 50% would look great when you were only expecting 20%. Our expectations are a function of our historical measured ROI, our business requirements and what we see from others around us. But is that always the best decision?

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

JUNE 9, 2011

Customers Drive Your Business, They Are Not Your Assets. Customers are incredibly valuable, and the things that are valuable in business are assets. It would be true, my wife is my best friend. Business assets, unlike customers, are bought, sold, owned, rented, or leased for the benefit of the company. You Own Assets.

Twitter 100

Twitter Analysis Analytics B2B Marketing 100

Digital B2B Marketing

SEPTEMBER 27, 2012

The moves your competitors make, the regulatory changes that impact your industry or the overall economy can multiply your results or sour your best laid plans. However, a significant portion of your success is beyond your control. Are you ready to respond to these threats and opportunities as they come up?

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 100

Digital B2B Marketing

JANUARY 5, 2012

Recommendation engines allow companies to surface the best product or information, based on your history, profile and activity from other customers or visitors. We must assess all of the choices, and be confident we are making the best choice. Individual marketers, companies or technologies are not creating the Year of More.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

SEPTEMBER 5, 2013

Its last decade’s news and isn’t relevant for your business today. Here is the litmus test we need to apply: “Was reading/hearing/watching that the best or most rewarding available use of my time? What was gold to your colleague was a waste of time for you. Content quality is in the eye of the beholder.

Content 100

Content Rules Marketing Education 100

Digital B2B Marketing

NOVEMBER 19, 2013

Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. 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. However, sales cycles are long.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Ranking Lead Scoring 100

Digital B2B Marketing

MARCH 12, 2014

Understand how businesses are using cloud computing. The best potential prospects are looking for information and the links they choose to follow, and those they skip, will give you significantly more information about their intent. Consider someone searching for “ cloud computing.” Find personal cloud computing solutions.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

APRIL 22, 2011

As personal relationships in your business are replaced by machine-personalized communications, your passion has been lost. Lisa, who runs Our Little Farm and Nursery, a small local business that sells, among other things, vegetable starts, immediately found something we have in common, and she is passionate about it.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

APRIL 22, 2012

The variety of responses and the disagreements among participants on reporting structures, aligning goals and the best approach to training is its own additional insight into each of the questions. Clearly, sales and marketing have a long way to go in order to be fully aligned if marketers can’t even agree on the best approach!

B2B Sales 100

B2B Sales B2B Marketing B2B Training 100

Digital B2B Marketing

DECEMBER 15, 2011

Imagine if you took the best individual ingredients, judged on their own merits, and made lasagna. I once worked with a client that was seeing flat revenue, but the online marketing group, based on viewthrough tracking metrics, was claiming they had increased business by about 20%.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

JUNE 26, 2012

Is it perspectives on where your industry is going, best practices, or technical expertise? 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? Unfortunately much of it reflects zero thought and leads no where.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

FEBRUARY 25, 2014

Even some of the best brands fall for the worst marketing tactics at times. In contrast, at the end of 2009, there were only 672 million phone numbers, include mobile, business and toll free numbers, reported by the FCC. As a marketer you may even cringe in certain settings when you are asked what you do. The Golden Rule.

Rules 100

Rules Paid Search Agency Banners Barriers 100

Digital B2B Marketing

MARCH 1, 2012

It’s dedicated to finding the best freebies on the ‘net. Here is a screenshot of Sage’s white paper “7 Steps to Building a Business Case for ERP” promoted on the site. This is not the audience profile of a site providing business software. Hey, It’s Free! likely without their knowledge.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

MAY 17, 2012

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. Leads are just an inventory line , driven by the number of available leads a publisher can provide. There is no assessment of the quality of the content used in the promotions.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

JANUARY 19, 2012

Example: Included in search results for “best cars” because it was shared by Ford on Google+: Ford.com. Business and Personal separation. Many people separate their business and personal activity. Having employees share your businesses content may require changing corporate and employee culture.

Google 100

Google SEO Brand Identity Branding 100

Digital B2B Marketing

MAY 25, 2011

Jay Baer proposed in a blog post on Monday that Facebook for Business is Email Marketing 2.0 , and that email can then be used to value marketing efforts on Facebook. At best, email marketing today allows a one-to-one communication to develop, with no group communication or network benefits. In Email 2.0, In Email 2.0,

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

MARCH 28, 2012

The best format is the one that most effectively presents the information needed. Information , not format, is the key: Information can be early stage, mid stage or late stage. The purpose of your content is to deliver information. The format is simply the packaging. When you dictate a 500 word format (this post), you get 500 words.

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 100

Digital B2B Marketing

APRIL 29, 2014

Here are just a few examples: Since launching in 2010, Content Marketing Institute has a built a professional services business by establishing its own content brand. There is still a short-term opportunity for native publishing, but long-term the best marketers will work to build their own audience. Are you ready for the challenge?

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 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. Establish a series of welcome emails with your best content. Legacy systems are not just a data challenge, they create a major perception challenge as well. Keep an audit trail.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

OCTOBER 29, 2013

every publisher reports the audience likes their specific publication best. An example I recently came across is Passle’s State of Business Blogging 2013 report, with markedly different results from the Content Marketing Institute’s 2014 Benchmarks report. This is a favorite trick among magazine publishers. Well, no duh.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

DECEMBER 2, 2013

According to a study referenced in Harvard Business Review, companies were 60 times more likely to get a qualified lead when they followed up within an hour versus waiting more than 24 hours. I’ll do my best to answer them in the comments on my blog, in future posts or on Twitter ( @wittlake ).

Lead Generation 100

Lead Generation Budget Programs Lead Ranking Lead Scoring 100

Digital B2B Marketing

NOVEMBER 3, 2011

Kristi Hines (@ kikolani ) has manually done some of this, explained in one of the best How I Use Triberr posts I have seen, but it needs to be far easier to do. Tweets are sent through Triberr and cannot be easily managed along with the rest of your social media activity.

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 100

Digital B2B Marketing

JULY 1, 2013

For B2B marketing in particular, I continue to believe LinkedIn’s self-maintained profile data is the best quality data available in the industry. However, for B2B marketers looking to reach specific business audiences, it just might be the best social advertising option yet. Fills the Mobile Gap.

Cost Per Click 100

Cost Per Click Linkedin Advertisements Advertising 100

Digital B2B Marketing

MAY 16, 2013

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! Your marketing needs to be mapped against all revenue drivers in your business plan. Following Best Practice Advice.

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 19, 2013

At the bottom of the list are Business Aviation, CenturyLink, and Oppenheimer Funds, with 53,549, 78,593 and 84,658 projected pageviews per year. Marketers that have embraced a publishing mindset, producing higher quality content at higher frequency, are seeing the best results. SAP is next in line, with a projected 878,000 pageviews.

Advertisements 100

Advertisements Advertising Research Distribution 100

Digital B2B Marketing

FEBRUARY 16, 2015

Sometimes the best advice and perspective doesn’t come from the public figures we hear at conferences or see quoted in publications. He recently joined Business Insider as the Sales Director for the Southeast, after a number of years with CBSi, parent to B2B technology focused properties ZDNet and TechRepublic (among others).

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

AUGUST 9, 2011

The best place to begin is with a key challenge or opportunity your company is facing, such as a new competitor or a new market. Finding a good partner will take time and they will also need time to get to know your business. Filed under: Business , Strategy. Sell the Value.

Barriers 100

Barriers Planning B2B Marketing Advertising Agencies 100

Digital B2B Marketing

DECEMBER 8, 2011

Consider Context Limit your retargeting campaign to content that is contextually relevant or on an adjacent topic (for instance, business content for an enterprise technology offering). If multiple networks are running retargeting, each network will apply the frequency cap separately.

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100