Digital B2B Marketing

MAY 22, 2012

Doing it effectively requires creating content prospects want in a format that is easy to engage with while capturing the information you need. Ebooks, blogs and podcasts all follow and have been used by more than 50%. Informing Is Not Selling Your content should solve your prospects problems, not deliver a sales pitch.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

APRIL 28, 2011

Unless your audience cleanly matches a common research segment, there is likely limited information available about what social networks they are actively engaged with. Actually getting this information isn’t just a quick research run. Blogs and media companies : where is their content widely shared?

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

MAY 19, 2011

Google is the gateway to editorial, blogs and content published by you and your competitors. More information is available every day and this information quickly overturns conflicting impressions created by advertising. This information is far more influential than the advertising message within your direct control.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Branding 100

Digital B2B Marketing

JUNE 23, 2011

The biggest factor driving the changes in today’s buyers is the accessibility of information technology has enabled. In the past, your prospect held the budget cards and you held the information cards. Today, buyers hold the budget cards and the information cards. This change has turned demand creation upside down.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

JULY 26, 2011

Although my focus on numbers has evolved, in business, information still fuels me. Almost all of our information comes from online and old fashioned books. With that, I’ll close and ask you to share a little bit about yourself, in a blog post, on Twitter, or in the comments below. I am not a heavy consumer.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 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. In B2B marketing organizations, content marketing aims to help buyers buy.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

JUNE 2, 2011

Current information is critical when I’m looking to stay abreast of the industry. All content should be easy to read or consume, but this is critically important for stage zero content, when I don’t have a specific pressing information need I’m hoping your content will address. No Investment Required. Consumable.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

OCTOBER 6, 2011

Your blind spot is all the time potential prospects spend on competitor sites, on editorial properties, on topical blogs or discussing with peers. Hubspot is a great example of a company becoming an information source in a category. The problem is, you only see how people respond to your content and your offers. Publishing.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. The choice someone makes provides information about the type of content they are interested in or the stage in the buying cycle they are at. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

JANUARY 3, 2013

Copyblogger has a great discussion of this in the appropriately titled blog post Hey… Umm, no DUH! Look at your spam folder, you will see numerous emails confirming your order, information or comment and you will likely see a few that still use your email username in the subject line in a feeble attempt at personalization.

Practices 100

Practices Eloqua Best Practices Open Rate 100

Digital B2B Marketing

JUNE 14, 2011

Here is how you can use this information, using my own account Twitter account as an example: My target audience is marketing. Your turn, have you filled this information gap in the past , or has it not been a challenge? You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

AUGUST 11, 2011

Second, I unfollowed a number of accounts that provide valuable information. The problem was, we did not have a relationship and they provided information that was similar to other accounts I already followed. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

DECEMBER 6, 2011

Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? Participate in the Content Community Your company does not exist in a vaccuum, get out and comment on blogs and articles, join forums, and publish on other sites. If you regularly share via Twitter, consider Twylah also. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? Participate in the Content Community Your company does not exist in a vaccuum, get out and comment on blogs and articles, join forums, and publish on other sites. If you regularly share via Twitter, consider Twylah also. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

FEBRUARY 23, 2012

Have you ever wondered who is sharing your blog posts or other content on social media sites but don’t have access to expensive social media monitoring applications that can tell you? Finding Tweets using Twitter Search For a small site or blog, the better solution is to search for your domain using Twitter Search.

Twitter 100

Twitter Linkedin Stats Marketing Analytics Tools 100

Digital B2B Marketing

OCTOBER 29, 2013

Assume that information is less favorable than what the marketer has chosen to present. 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. Our oven is easy to use but it is way to small.

Statistics 100

Statistics Banner Ads Stats Sample 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. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Ideally, your content is easily discovered, naturally making you and your content a resource.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Will B2B marketers embrace buyers that spend 60% of their time before engaging with the company or will they continue to focus on the traditional registration process and capturing contact information? You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

AUGUST 25, 2011

What is the critical functionality, information and entertainment you provide? You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Is our website ok for everyone, or do we need to create a desktop version? This is my favorite question. Filed under: Mobile , Rants , Research.

Mobile Marketing 100

Mobile Marketing B2B Marketing Internet Marketing Twitter 100

Digital B2B Marketing

JANUARY 26, 2012

Blog posts or articles are best. When I want information about your product, deliver it or lose your opportunity. Marketers are competing for attention instead of helping us focus our attention on our priorities. Here are five mistakes content marketers continue to make: Content that consumes my time. Expecting a one hit wonder.

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

OCTOBER 6, 2011

Your blind spot is all the time potential prospects spend on competitor sites, on editorial properties, on topical blogs or discussing with peers. Publishing Hubspot is a great example of a company becoming an information source in a category. The problem is, you only see how people respond to your content and your offers.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 4, 2011

Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

APRIL 26, 2011

Likewise, we don’t pay attention to advertising that doesn’t give us something of value in return , either discounts, entertainment or information. The results below are from a sponsorship program on a major blog-format media company. And it is true, understanding your audience is critical.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

JANUARY 19, 2012

To maximize the traffic benefits, you need the Google+ account that shared the information to be an account your audience trusts. Of course Ford Motor Company has shared information about the new Ford vehicles and Ford.com. It pains me to write this realizing I still do not have a +1 button anywhere on this blog.

Google 100

Google SEO Branding Brand Identity 100

Digital B2B Marketing

JULY 6, 2011

In late 2009, Bob Evans, then with Information Week, wrote an open letter to Larry Ellison , taking Oracle to task for not allowing companies the freedom to control their own expense structures. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Business.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 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. Both Facebook and email are used by companies to distribute information. The Changes to Email Marketing will Not End with Facebook. Email Marketing 2.0

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 13, 2012

Today, there is another opportunity to shift the economic model and redistribute the margins that have been earned through information arbitrage. I have never called out a client or category I want to work with on my blog. With initiative, these margins could have gone to advertisers, agencies or publishers instead.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

DECEMBER 2, 2013

Instead create a nurture stream, which at its simplest is just a series of relevant emails with additional content or information sent over the following days or weeks. I’ll do my best to answer them in the comments on my blog, in future posts or on Twitter ( @wittlake ). Photo Credit: Lincolnian (Brian) via Compfight cc.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

MARCH 24, 2011

Here are a few of the reasons people have shared with me recently when asked why they lie on registration forms: I register for information, but get a barrage of emails and phone calls. Most of the content is useless , I’m not giving up my information for that. Why would I give them my real information?

B2B Thought Leadership 100

B2B Thought Leadership Demand Generation Agencies Digg Demand Generation 100

Digital B2B Marketing

OCTOBER 17, 2016

They will download a dozen reports looking for one nugget of information. 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. 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

JUNE 21, 2011

But on most blogs (this one is an exception, why is below), there are more tweets than LinkedIn shares. In addition, despite the number of reported LinkedIn shares, this blog has less traffic from LinkedIn in the last week than from HootSuite, and consistently receives significantly more traffic from Twitter than from LinkedIn.

Linkedin 100

Linkedin Content Ideal Customer Profiles Aggregators 100

Digital B2B Marketing

MARCH 17, 2011

Online marketers collect reams of information about everyone, without permission, and profit by using this data to sell advertising. It doesn’t matter what data marketers actually collect and use or if individuals can control the data collection. Maybe tied to Google's social goals? Theme: Enterprise by StudioPress.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising CAN-SPAM 100

Digital B2B Marketing

JUNE 3, 2014

We will also give your information to our green sales team and tell them to go close the deal now Now NOW as part of our commitment to make it as easy as possible for you to buy. Everything drives towards that initial information exchange, the transaction where you give up your information in exchange for the carrot the marketer offered.

Content Marketing 100

Content Marketing Ad Exchange Webcast Banner Ads 100

Digital B2B Marketing

MARCH 4, 2011

To keep you informed of important technology products, services and business opportunities, Ziff Davis Enterprise would like to occasionally send you valuable information via email from our business partners. Ziff does not rent their lists only to a carefully-selected list of companies with timely and relevant information.

Enterprise Management 100

Enterprise Management Advertising Agencies Digg Demand Generation Agencies 100

Digital B2B Marketing

MARCH 11, 2011

Even this blog, one of millions written by someone with no recognition, has more than 40 shares and likes in its first two weeks. Use it as a source for blog posts. Use the information for what it was intended for, to support your message. People aren’t willing to make up that much information for your content.

Peer-to-peer 100

Peer-to-peer Content Digg Demand Generation 100

Digital B2B Marketing

MARCH 31, 2011

The audience of a publisher like ComputerWorld doesn’t care about ACME and isn’t looking for information from ACME. A personal example: When I joined Babcock & Jenkins, one of the first things I did was sign up again for IAB SmartBrief , a great daily information source on interactive advertising.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Demand Generation Agencies 100