Digital B2B Marketing

FEBRUARY 25, 2014

Even some of the best brands fall for the worst marketing tactics at times. Share your view in the comments below or with me on Twitter ( @wittlake ). As a marketer you may even cringe in certain settings when you are asked what you do. Unfortunately, you know the feelings toward marketing is sometimes justified. The Golden Rule.

Rules 100

Rules Paid Search Agency Banners Barriers 100

Digital B2B Marketing

MARCH 12, 2014

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. Link to more focused content.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

SEPTEMBER 10, 2013

If your goals are broad communication or broad lead generation, lists are likely not your best initial investment. Share your view in the comments below or with me on Twitter ( @wittlake ). Share your view in the comments below or with me on Twitter ( @wittlake ). Or let me know if you need help selecting the best path.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

JULY 23, 2013

As you learn more, what you once considered a good ROI will quickly become just average, in your view. But is that always the best decision? Meeting the goal, when there is an opportunity to exceed it, isn’t enough. This will move your marketing to new partners and new tactics over time. Consider this second scenario.

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

MARCH 12, 2013

Sure, it can (and will) accomplish multiple things but it will be best at one, and only one, thing. Share your view in the comments below or with me on Twitter ( @wittlake ). Increase the number of inbound links. Capture leads. Pick Just One. Every piece of content should have just one primary purpose.

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

NOVEMBER 22, 2011

Rather than returning the best search results to a user (the intent of Google’s algorithm), you have influenced the search results to favor you. Share your view in the comments below or with me on Twitter ( @wittlake ). When we care about the result of an algorithm, we begin to cater our activity to the algorithm.

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

NOVEMBER 22, 2011

Rather than returning the best search results to a user (the intent of Google’s algorithm), you have influenced the search results to favor you. Share your view in the comments below or with me on Twitter ( @wittlake ). When we care about the result of an algorithm, we begin to cater our activity to the algorithm.

Best Practices 100

Best Practices Keywords Intent Google 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. If you want a better understanding of the data that is available about you, you can view your profile on BlueKai or Bizo. So what is the smart way to use dirty data to improve your advertising?

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 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. Share your view in the comments below or with me on Twitter ( @wittlake ). You can still create layers of meaning and nuance, but you cannot allow the layers to obscure the message. Tweet this 3.

Rules 100

Rules Advertisements Advertising Eye-Tracking 100

Digital B2B Marketing

NOVEMBER 27, 2012

This extends your retargeting program , often one of the best performing online advertising tactics, to include the audience you have developed in social media. Share your view in the comments below or with me on Twitter ( @wittlake ). Sample Social Retargeting Results Bizo shared the results from their own tests in a recent blog post.

Lead Generation 100

Lead Generation Twitter Cost per Lead CPL 100

Digital B2B Marketing

JUNE 20, 2013

When my laptop was open and ready for more comfortable viewing. Thankfully, this isn’t nearly as common as it once was, but if someone has a web browser open, a simple link is best. But when I looked closer, my only option was a QR code. Marketers, stop it! Make Scanning Urgent. And most of them broke #3 as well.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

MAY 29, 2012

Best practices and guidelines can be valuable perspective, but these examples are a useful reminder that the real difference maker is when you identfy the opportunities that are uniquely right for your business. Share your views in the comments below or with me on Twitter ( @wittlake ). Interested in #B2Bchat?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

APRIL 9, 2012

James Lauffer (@jameslauffer) summed it up best: @ sched You can do a 30 minute video. You can read the transcript below, or if Storify is loading slowly, you can view it on the Storify site here. Just make sure anything you want some to see is in the first 2 minutes! b2bchat — James Lauffer (@jameslauffer) April 6, 2012 4.

B2B Marketing 100

B2B Marketing Video Marketing B2B Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 8, 2011

Here are four reasons why a blog may be the best way for your business to create fresh content: Simple Content Formats A blog expands the type of content you create, and a 300 to 750 word blog post is much easier to create than a white paper or technical document. Your Turn Is fresh content a priority in your marketing?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

NOVEMBER 8, 2011

Here are four reasons why a blog may be the best way for your business to create fresh content: Simple Content Formats A blog expands the type of content you create, and a 300 to 750 word blog post is much easier to create than a white paper or technical document. Your Turn Is fresh content a priority in your marketing?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

MAY 23, 2012

If you measure or benchmark B2B demand generation activity across sales and marketing, one of the best benchmark resources just received a major facelift and a number of improvements. Yesterday Sirius Decisions unveiled their new demand waterfall at the annual Sirius Decisions Summit. Image posted by Emma Battle ( @eMusing ) on Twitter.

Demand Generation 100

Demand Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 100

Digital B2B Marketing

JUNE 4, 2013

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. Share your views in the comments below or with me on Twitter ( @wittlake ). Direct Mail. As our email inboxes are getting fuller, our physical inboxes are getting smaller. Telemarketing.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 19, 2013

Track the response rate (click rate or content view rate) of contacts from each source. 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. If not, stop now and put at least something simple in place. Everyone else.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Ranking Lead Scoring 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. Views expressed are my own.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

JANUARY 10, 2012

Establish a series of welcome emails with your best content. Share your views in the comments below or with me on Twitter ( @wittlake ). Every email you send should be worth opening and these first emails set the bar for every communication that follows. Keep an audit trail.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 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. Share your views in the comments below (I’m sure Dan or Dino will take note) with with me on Twitter ( @wittlake ).

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 100

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. With a long-term view, freedom to choose is winning over lock in models. These companies offer cost efficiency, but more importantly, they give customers the freedom to quickly adapt to their market.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

SEPTEMBER 22, 2011

However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. Share your view on this approach below or with me on Twitter ( @wittlake ). Today, B2B marketers use content to meet the information needs of their audiences. About Eric Wittlake.

Planning 100

Planning Content Marketing Webcast Content 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. Your Turn In the spirit of inbound marketing, if you enjoyed this article or feel this view of the key components of inbound marketing warrants discussion, share it!

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

OCTOBER 15, 2013

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. Promoted Tweets. Placing your Content.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 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. Since it was shared by Ford (not a personal connection I would trust to have an unbiased view) this isn’t a recommendation I trust.

Google 100

Google SEO Branding Brand Identity 100

Digital B2B Marketing

OCTOBER 17, 2016

B2B marketers today are not optimizing programs to reach and engage their best prospects. When we start incorporating data from beyond just interactions with our own content, we get a little bit broader view, and our marketing can be measurably improved. No, a fluffy blog post view shouldn’t change someone’s lead score.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

SEPTEMBER 19, 2013

Where you are already paying for the right to publish, marketers with higher publishing frequency are driving significantly more views of their content. million page views. Marketers that have embraced a publishing mindset, producing higher quality content at higher frequency, are seeing the best results.

Advertisements 100

Advertisements Advertising Research Distribution 100

Digital B2B Marketing

DECEMBER 8, 2011

Last week, I shared the results of an informal survey about banner ads promoting a site or product you recently viewed. More than 90% of the people I spoke with had a distinctly negative view of these ads and the few that liked them were marketers. Share your view in the comments below or with my on Twitter ( @wittlake ).

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

JANUARY 22, 2014

60% said Facebook delivers the best ROI, 25% picked LinkedIn and just 5% chose Twitter. In their view, that’s not the way advertising works. Share your view in the comments below or with me on Twitter ( @wittlake ). About two weeks ago, two equity research analysts at Cowen & Co surveyed 50 ad buyers. Sell Twitter.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 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 9, 2012

Google is encouraging responsive design , further solidifying it as a best practice all B2B companies should be considering in their mobile plans. Dianna Huff ( @diannahuff ) published her view and tips after attempting to reference a site that was not as mobile ready as it should be. Browse more Technology infographics.

Mobile Marketing 100

Mobile Marketing Paid Search Agency B2B Marketing Planning 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. Views expressed are my own. Your social media program shouldn’t be confined to its own corner, however big the corner is. Of those, its mostly design and development.

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. Views expressed are my own. 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.

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. Views expressed are my own. 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. Views expressed are my own. 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

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). Analyze your results: Thought leadership isn’t something you will measure directly, so go beyond page views, comments and social activities. Begin Drip Publishing.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100