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. Only research and purchase products online through Amazon. Can marketers help?

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

FEBRUARY 12, 2013

Those that say it does work point to case studies or audience research showing usage of the channel is high. It just might not be the best next investment for your business. You Are All Right! You know what? Everyone is right. The problem is, they are arguing about the wrong question. In Summary.

Social Media 100

Social Media Media B2B Case Study 100

Digital B2B Marketing

DECEMBER 20, 2011

An Average Market Participant Your company is known to a few, but the audience doesn’t recognize you for your research or perspective. A Company Recognized for its Research or Insight You have a distinct advantage if your company is already recognized for its research or content.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 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

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. With a growing body of research showing current marketing practices are consistently delivering bad data, it is time for change.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

MARCH 28, 2012

I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey. The best format is the one that most effectively presents the information needed. Here is one example from TechTarget : eBooks are earlier than white papers which are earlier than virtual trade shows?

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 100

Digital B2B Marketing

DECEMBER 1, 2011

In research from IDG Connect and MarketingSherpa , 79% of marketers say peer best practices have an impact, yet only 48% of buyers agree. But unless you are marketing to other marketers, prospects just might think you are creepy.

Online Marketing 100

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

Digital B2B Marketing

DECEMBER 1, 2011

In research from IDG Connect and MarketingSherpa , 79% of marketers say peer best practices have an impact, yet only 48% of buyers agree. But unless you are marketing to other marketers, prospects just might think you are creepy.

Online Marketing 100

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

Digital B2B Marketing

FEBRUARY 5, 2013

Marketers, encouraged by self-proclaimed gurus, experts and thought leaders, are increasingly misusing and abusing research and statistics when developing their marketing approach. Yes, market and audience research can be incredibly valuable. But when it is misused, even the best information can lead you in the wrong direction.

Research 100

Research Advertising Benchmark Blast Campaigns Customer Surveys 100

Digital B2B Marketing

APRIL 26, 2012

According to research from the Content Marketing Institute , B2B marketers are now spending 26% of their budget on content 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.

Research 100

Research B2B Paper Content 100

Digital B2B Marketing

SEPTEMBER 10, 2013

Lists are generally built with a combination of research and calling and can be built for almost any criteria. If your goals are broad communication or broad lead generation, lists are likely not your best initial investment. Or let me know if you need help selecting the best path. Building a B2B List.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

SEPTEMBER 19, 2013

Marketers that have embraced a publishing mindset, producing higher quality content at higher frequency, are seeing the best results. Content Media Research Business Aviation CenturyLink Forbes BrandVoice NetApp Oppenheimer Funds Outbrain SAP Taboola Toyota' Share your view in the comments below or with me on Twitter ( @wittlake ).

Advertisements 100

Advertisements Advertising Research Distribution 100

Digital B2B Marketing

AUGUST 9, 2012

However, search is not purely a research and acquisition channel. The best way to do this is through a platform that can look at the same data and apply the same reporting rules with and without search included. Look in measurement silos : This is one area where siloed reporting is helpful.

Marketing Report 100

Marketing Report Search Marketing Peer-to-peer Marketing Budget 100

Digital B2B Marketing

MARCH 15, 2012

Organic Search Engine Optimization Organic search results are the search engine algorithm’s recommendation of the best result for a search. The content may be valuable, but the experience is degraded. It is a valuable recommendation that continues to drive traffic as long as you maintain it.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

OCTOBER 17, 2016

B2B marketers today are not optimizing programs to reach and engage their best prospects. Meanwhile, another person actively researching a solution barely touches your content. Let’s get right to the point. Sure, we talk about a buyer journey or about carefully mapping content. But at the end of the day, what are we doing?

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

MAY 9, 2013

Researcher. As senior VP of research and thought leadership for ITSMA, I research, write about and consult on the latest trends in B2B marketing. Digital Marketer | New Tech Curious | Marketing Best Practices & Trends | IDC CMO Advisory Service | Love Boston sports, good food, & delicious beers.

Twitter 100

Twitter B2B Marketing B2B Thought Leadership B to B 100

Digital B2B Marketing

FEBRUARY 27, 2013

Develop Original Research. Create three original research reports, surveys or forecasts. 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). Release Research. Create Short Form Content.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 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. Someone downloaded your perspective on industry trends, market research you sponsored, or your tip sheet.

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. If you will be bringing in a consultant, agency or research firm, start screening potential partners well ahead of time. Breaking down the barriers will likely be a bigger challenge than planning.

Barriers 100

Barriers Planning B2B Marketing Advertising Agencies 100

Digital B2B Marketing

DECEMBER 3, 2013

This is a great place to use your buyer journey research on questions that need to be addressed throughout the buying process. In Google, campaigns are one of the best tools for allocating budget but too many mid-sized marketers still have just one or two big campaigns. Run One (or Two) Big Campaigns.

Paid Content 100

Paid Content Search Marketing Paid Search Agency Budget Programs 100

Digital B2B Marketing

JANUARY 22, 2014

About two weeks ago, two equity research analysts at Cowen & Co surveyed 50 ad buyers. 60% said Facebook delivers the best ROI, 25% picked LinkedIn and just 5% chose Twitter. The analyst’s conclusion? Sell Twitter. They expect Twitter’s stock price to fall to $32 (it closed at $62.53 on 1/21).

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

NOVEMBER 12, 2013

Some B2B publishers have introduced a broad range of offerings that include research, content creation, advertising and lead generation. 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). Purchased Contacts.

Lead Generation 100

Lead Generation Generation Leads Lead 100

Digital B2B Marketing

APRIL 6, 2011

Share this Post: LinkedIn Share Email Share Digg Reddit Print Filed under Rants , Research , Social Media Tagged with B2B , Conference , Marketing , SiriusDecisions , social media , Training Like One blogger likes this post. The best deep content tends to slow, or even pause, social sharing, but afterwards it normally winds back up.

Social Marketing 100

Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

APRIL 4, 2011

Integrating social media with your website, advertising, email and PR, not to mention customer service and sales, will deliver the best results. Your social media program shouldn’t be confined to its own corner, however big the corner is. In fact, you may find it works much better in some of these areas than on its own.

Social Media 100

Social Media Media Budget Programs B2B 100

Digital B2B Marketing

MARCH 9, 2011

Today, even the best email marketers get a fraction of the results they would have a decade ago. As spam filters improve and become standard for both personal and corporate email accounts, marketers that don’t respect permission and repeatedly blast email are killing email. Once upon a time, these looked like great tactics.

Enterprise Management 100

Enterprise Management Spyware Blast Campaigns Marketing Management 100

Digital B2B Marketing

MARCH 27, 2011

All it takes is one comment exposing selfish motive to undermine your best intentions. In addition, philanthropic companies are regularly recognized in the media, like the America’s Most Generous Companies in Forbes or the corporate philanthropy awards held each year by the Portland Business Journal.

Social Media 100

Social Media Social Marketing B2B Marketing Media 100

Digital B2B Marketing

MARCH 24, 2011

If you don’t say it, we will expect (at best) average behavior, and average behavior is what landed marketers in this situation. Clearly connect information with its use. If you don’t share information collected and use it only for specific defined purposes, say so!

B2B Thought Leadership 100

B2B Thought Leadership Demand Generation Agencies Digg Demand Generation 100

Digital B2B Marketing

MAY 9, 2012

According to research from Flurry , the average user uses only 15 applications per week, and those 15 include Facebook, Twitter, email apps, Instagram, Pandora, etc. Google is encouraging responsive design , further solidifying it as a best practice all B2B companies should be considering in their mobile plans.

Mobile Marketing 100

Mobile Marketing Paid Search Agency B2B Marketing Planning 100

Digital B2B Marketing

APRIL 5, 2012

When judged against your competitors, continuing to deliver content at the best time requires continuing to push the boundaries in the data you collect and how you use that data. Score Companies, Not Just Individuals According to research from TechTarget , prospects consume 20 to 50 pieces of content in just 60 days.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Profiling 100

Digital B2B Marketing

JANUARY 17, 2012

If you publish research and best practices, but ignore mobile and cloud (first bullet), you are not serving your audience’s needs. You are sunsetting a product and dictating to your clients that they need to upgrade. The market sees it as a bad move and an opportunity for your competitors. Someone else will.

Mobile Advertising 100

Mobile Advertising Content Work Management Mobile Marketing 100