Digital B2B Marketing

APRIL 4, 2013

Be aware, there are lies, damned lies and statistics spun to the advantage of the company presenting them. Media companies say they can target and engage your audience: how are they doing it? How can they possibly know it is the best thing for you? Were respondents recruited through social media or is it a representative sample?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

JANUARY 9, 2014

The now common refrain says every company is a media company and every individual is a publisher. Companies, and many individuals, are now vying for your attention (but be honest, that was always the case). Many, like the media companies of old, are using content to earn that attention. In one sense, it is true.

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

OCTOBER 24, 2011

Why should companies invest in thought leadership? Thought Leadership Starts with Individuals Individuals drive thought leadership, and many in the discussion posit companies cannot truly be thought leaders , only their people. Thought Leadership is Earned and Bestowed Individuals (or companies) cannot simply claim thought leadership.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 100

Digital B2B Marketing

JUNE 26, 2012

Is it perspectives on where your industry is going, best practices, or technical expertise? A best practice guide, vendor comparison, industry perspective and even a sell sheet have been lumped under the heading of whitepaper by many marketers. Are you referring to awareness of your brand or company name? Clarity is critical.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

MARCH 25, 2011

With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. Curating content reduces the burden of original content creation , allowing marketers to pull from the best information available for their audience, regardless of source. Good is no longer good enough.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

OCTOBER 15, 2013

For consumable, spreadable content without a strong sales or company spin, start with this list. Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted and then organically spread. Great content, promoted in these places, can earn significant additional distribution. Facebook Ads.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

JANUARY 3, 2012

Innovative marketers constantly put new ideas into practice, and some of the most effective new ideas quickly become marketing best practices or emerging trends. Unique marketing stands out, it is differentiated simply because very few companies are doing it. The incredible results the early adopters reported are not repeated.

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

APRIL 29, 2014

Native Publishing Definition: Paying to publish your content within the property of an established media company which traditionally maintains editorial control over published content. Marketers before you have proven that you don’t have to be a media company to create a content brand that drives results. You can too.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

DECEMBER 20, 2011

However, companies frequently expect the same content marketing program to capture contacts or leads as well. Requiring registration limits distribution and recognition of the content that is supposed to position your company as a thought leader. The problem is, registration and thought leadership are at odds with each other.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

AUGUST 2, 2011

Today, many companies have replaced strategic planning with a set of goals and tactics, without a formalized marketing strategy. There are four barriers I frequently see that keep companies from adopting effective strategic planning. Many companies simply do not value marketing strategy. Time and resources.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

JULY 6, 2011

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

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

APRIL 28, 2011

Each audience is different, and the question for your business is not what is best, but what is best for you. Blogs and media companies : where is their content widely shared? Jay Baer’s Convince & Convert : Twitter leads today, LinkedIn is growing. THECOOLIST : Facebook is completely dominate.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

MAY 31, 2012

According to SiriusDecisions , companies with the best quality data drive 70% more revenue through marketing programs than those with simply average data quality. One particular record still sticks in my mind: The name, company and title matched (based on LinkedIn). In B2B marketing, bad data represents a huge lost opportunity.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

MAY 29, 2012

Scenario 1: Growing an Account Without Intros You work with one division of a Fortune 50 company and are looking to grow the account into other divisions. Your solution is delivering significant process improvements for large insurance companies. How do you expand the relationship into other divisions?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 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. Creating awareness at an individual level If someone is not open to a solution from your company, they will not buy from you. Actually creating demand is completely ignored.

Marketing Qualified Leads 100

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

Digital B2B Marketing

JANUARY 10, 2012

Marketing lists are often acquired sporadically, and when these acquisitions are handled by various groups, companies lose the opportunity to learn from their successes or failures. Establish a series of welcome emails with your best content. Inconsistent definitions of data elements across multiple legacy systems. Keep an audit trail.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

NOVEMBER 27, 2012

In the last couple weeks, two companies have emailed or called me because I follow influential sales and marketing accounts on Twitter. Here is a better way, along with actual results, that companies can use to drive leads through social media. There is nothing social about this!

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

JULY 21, 2011

Here are the signs your content marketing may be an illusion, it is really just email marketing: Your “best content&# is content you licensed or purchased, not created. Too many companies are stuck in this rut, and because of it, email is filled with content promotions today. You believe your audience won’t share content.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

APRIL 22, 2011

It sounds easy, but most companies have been delivering for so long that they don’t even know what they are passionate about. Look across your marketplace, not just within your company, for stories. Who do you want to work with, a competent company just doing their job, or one that is truly passionate about it ?

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 19, 2013

Categorize all contacts from your programs into three groups: Contacts that meet your target company and contact criteria. 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. Everyone else.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

DECEMBER 11, 2012

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. Wow, that sounds amazing.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

DECEMBER 1, 2011

However, like companies that once used telemarketing during the dinner hour, some companies are focusing on measurement and forget about their audience. In research from IDG Connect and MarketingSherpa , 79% of marketers say peer best practices have an impact, yet only 48% of buyers agree.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

DECEMBER 1, 2011

However, like companies that once used telemarketing during the dinner hour, some companies are focusing on measurement and forget about their audience. In research from IDG Connect and MarketingSherpa , 79% of marketers say peer best practices have an impact, yet only 48% of buyers agree.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

JUNE 9, 2011

are assets that keep a company going. 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. Follow @abarcelos @abarcelos Anna Barcelos. It may sound harsh, but assets are valuable. wittlake @ BarryBirkett @ tiffinibrock #IMCChat.

Twitter 100

Twitter Analysis Analytics B2B Marketing 100

Digital B2B Marketing

OCTOBER 31, 2012

Media companies are Dead. Marketers Blindly Follow They adopt the industry buzzwords and borrow “best practices” from those around them. 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.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Television marketing Social Media 100

Digital B2B Marketing

MAY 25, 2011

Both Facebook and email are used by companies to distribute information. At best, email marketing today allows a one-to-one communication to develop, with no group communication or network benefits. Individuals and small companies can create and reach large audiences. Facebook is (part of) Email Marketing 2.0. Email Marketing 2.0

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

JANUARY 22, 2013

Collected from registration forms, browsing behavior or appended offline data sources, collecting online data is an imperfect process at best. Creative: Create Serendipity Serendipity isn’t a banner ad or landing page that knows your name, company or industry. However, the problem with online data is it is inherently dirty.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

OCTOBER 29, 2013

One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. Companies that field research for their own marketing activity never share all of the results. every publisher reports the audience likes their specific publication best.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

JANUARY 19, 2012

Of course Ford Motor Company has shared information about the new Ford vehicles and Ford.com. Example: Included in search results for “best cars” because it was shared by Ford on Google+: Ford.com. On Google+, Ford Motor Company is in 4,968 people’s circles. How much further can employees reach?

Google 100

Google SEO Branding Brand Identity 100

Digital B2B Marketing

JUNE 20, 2013

And I never did get around to looking up that company. Thankfully, this isn’t nearly as common as it once was, but if someone has a web browser open, a simple link is best. In marketing, QR codes should be an alternative to typing a URL, they should never be the only option. Don’t Say Where It Will Go. A lead gen form.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

DECEMBER 15, 2011

Imagine if you took the best individual ingredients, judged on their own merits, and made lasagna. If a company begins using an ad network and includes viewthroughs in their tracking, performance can be dramatically overstated. Traditional marketing organizational structures and measurements are built around individual components.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 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 Scoring Lead Ranking 100

Digital B2B Marketing

JULY 1, 2013

In addition, you can follow the company, like an update or comment. Wouldn’t it be nice if you could target social ads to senior marketers at large companies or owners at startups? However, for B2B marketers looking to reach specific business audiences, it just might be the best social advertising option yet.

Cost Per Click 100

Cost Per Click Linkedin Advertisements Advertising 100

Digital B2B Marketing

APRIL 20, 2016

But how do these solutions actually target ads to specific companies? Or to put it a little bit differently, how do all of these companies most of us have never heard of know where we all work? The earliest account-based advertising providers used lists of IP addresses to serve ads to people from specific companies.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 100

Digital B2B Marketing

OCTOBER 17, 2016

B2B marketers today are not optimizing programs to reach and engage their best prospects. Score companies, not individuals. To get a clear picture of content consumption and engagement by company, add a solution like Demandbase to identify visitors to your site, not just ‘known’ visitors that are in your database.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 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. ” 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.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

MARCH 14, 2013

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? Companies like MediaMind make this possible today.

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100