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. Unfortunately much of it reflects zero thought and leads no where. Clarity is critical.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

SEPTEMBER 13, 2012

Back It Up Most people will never look for the support, but the few that do are your best prospects. You can still create layers of meaning and nuance, but you cannot allow the layers to obscure the message. Tweet this 3. Don’t leave them wondering if what you claimed is actually true.

Rules 100

Rules Advertisements Advertising Eye-Tracking 100

Digital B2B Marketing

AUGUST 28, 2012

The best marketers will constantly be gaining knowledge from everything they consume or observe and will then be able to apply that knowledge in a range of circumstances. Curiosity and Intuition Not only do you need the curiosity to always be looking into things, you need the intuition that directs your curiosity to the right place.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. 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. Five Signs of Illusion.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

NOVEMBER 19, 2013

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. While it may be worth sending emails to these contacts (people do lie on forms), it is definitely not worth the time of a salesperson. Everyone else.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 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

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

DECEMBER 2, 2013

Content that guides prospects looking to create a short list of solutions can be particularly effective in these programs. I’ll do my best to answer them in the comments on my blog, in future posts or on Twitter ( @wittlake ). In cost per contact programs, your content is a key filter. Sponsored Content.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

OCTOBER 17, 2016

B2B marketers today are not optimizing programs to reach and engage their best prospects. But as a prospect? Well, their lead score leaves a lot to be desired… Sure, all else equal, someone consuming more specific information about your offering is a better prospect. Let’s get right to the point.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

APRIL 26, 2012

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.

Research 100

Research B2B Paper Content 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! Start by focusing on your prospective customer. Following Best Practice Advice. Catering To The Average Prospect.

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

Digital B2B Marketing

DECEMBER 8, 2011

Restrict Performance Based Buys Because retargeting is often one of the best performing tactics, performance based advertising buys (buys that either guarantee results or are optimized by the network provider based on results) often use retargeting without a specific lineitem.

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

JULY 25, 2013

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. Using behavior to identify warm prospects is an increasingly common tactic. But what happens when the system fails?

Eloqua 100

Eloqua Auto Responder Banners Marketo 100

Digital B2B Marketing

FEBRUARY 27, 2013

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). What content engaged potential prospects? Ensure the key findings are embeddable and will link back to Jamie or your company when embedded. Create Short Form Content.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

APRIL 6, 2011

The best deep content tends to slow, or even pause, social sharing, but afterwards it normally winds back up. It certainly isn’t (in fact, I know a few of the folks in the room do use Twitter and LinkedIn somewhat actively). That said, it was notably different from most events in the absolute silence, other than the two of us.

Social Marketing 100

Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

APRIL 5, 2012

Data that is provided explicitly by prospects, and more importantly, data that is provided implicitly through their engagement with your communications and content. Without followup communication, continued consumption of your content (or engagement) by your prospects will drop precipitously. Here are three things you can add today.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Profiling 100

Digital B2B Marketing

NOVEMBER 5, 2013

Publish or share carefully selected content created by others with your clients and prospects. 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. Enter curation, the glittering solution for today’s content marketers.

Curation 100

Curation Content Differentiation Twitter 100