Digital B2B Marketing

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LinkedIn Just Went Into the Publishing Business

Digital B2B Marketing

Now LinkedIn Is In The Content Business With 150 recognized and respected contributors, LinkedIn just launched their publishing business with an all-star cast. Historically LinkedIn could be used to share content, but outside of the business networking, or “social”, features, there wasn’t a reason to visit regularly. Nowhere. can match that contributor list.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

He recently joined Business Insider as the Sales Director for the Southeast, after a number of years with CBSi, parent to B2B technology focused properties ZDNet and TechRepublic (among others). Yes, marketing should build the business, but it doesn’t make the trees around your office burst into beautiful blooms of money. Toby is one of those guys. Content. Underinvesting.

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Why Most B2B Marketing Efforts Are Wasted

Digital B2B Marketing

You care about the people who have the potential to drive business. Enterprise B2B marketers spend the majority of their effort marketing to individuals that don’t have any chance to become customers. Your marketing database is full of contacts that will never become clients. All types of people visit your website. The problem is, you don’t want everyone to register. Your Turn.

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LinkedIn Sponsored Updates: The Best B2B Social Advertising Option Yet?

Digital B2B Marketing

Over the last few quarters, we have seen mobile go from a major weakness to a significant revenue driver for Facebook, now representing 30% of all revnue ([link] Until now, LinkedIn has not had a way to monetize mobile audiences and marketers have not had a mobile advertising option on LinkedIn, yet mobile is becoming more important for LinkedIn’s business-focused audience every day. 3.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

Yes, this is a gross generalization, but all else equal, increasing traffic is a very good sign for your business. You have a lead generation program. An influencer program. An advertising program. marketing automation program. You measure every detail about every program. And your programs are doing great. There is just one little problem: you are reporting on a series of programs.

Two Killer Google+ Mistakes

Digital B2B Marketing

Until Google allows you to create an account for you as an individual, not an email address, this problem will continue to plague Google’s most loyal users and the business users they are looking to attract. Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. ” However, despite reaching 105.1 Except Google+.

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Google+ for SEO? Don’t Focus on Your Brand Page!

Digital B2B Marketing

Business and Personal separation. Many people separate their business and personal activity. Having employees share your businesses content may require changing corporate and employee culture. Google, Plus Your World was rolled out just over a week ago, and the online world has adopted the rallying call to get onto Google+ for the SEO benefits. Each has its challenges. 1.

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Understanding Intent Behind Content Consumption

Digital B2B Marketing

Understand how businesses are using cloud computing. You know millions of people saw your content. But do you know the answer to the more important question: why did they take the time to read it or watch it? It isn’t because it was widely shared on Twitter or LinkedIn. Your SEO program didn’t make then read it. content promotion program didn’t make it suddenly appealing.

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B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

Strategy When you say strategy, or you referring to your 50 year strategic plan that considers things like the lack of potable water and the impact of peak oil on your business? The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. If you are using these terms today, it is time to stop and explain what you really mean. Your product name?

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4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. 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. Enterprise B2B marketers face a conundrum. However, sales cycles are long. Pipeline and Sales.

Why Good Content Delivers Bad Leads

Digital B2B Marketing

Ok, there are a few good opportunities mixed in, but most are not the decision makers you need to reach or they are from businesses that are too small. Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content. You promote your content through search, social, emails, newsletters, even banners. Others simply aren’t interested.

The Real Challenge for B2B Content Marketers

Digital B2B Marketing

Addressing the challenges content marketing faces today will require addressing the underlying issue that content, all rhetoric from bloggers and trade publications aside (notably people in the content business), isn’t really the priority they claim it is. B2B content marketers are hiding behind false excuses for their content marketing challenges. source ). How did we get here?

The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

When the success of your business is less important than the success of your marketing, something is seriously wrong. We all know B2B marketing measurement is imperfect, yet we momentarily suspend all reservations in order to judge our effectiveness based on results attributed to our efforts instead of the results for our business! This is crazy folks! call this the opportunity gap.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

Too Much Crappy Social Media Content!

Digital B2B Marketing

Of course, most businesses and professionals don’t share information like this in social media, but another kind of oversharing pervades social media: oversharing content. We all know people that overshare. They are the people that discuss their sex lives, their drinking problems or their last conversation with their probation officer for all to hear. You focused on a quantity rule.

29 Signs You Need a Break From Marketing

Digital B2B Marketing

You know any business without a social media presence will be out of business in five years (bonus: you know that statement was first made nearly four years ago. Over time, your role in marketing begins to permeate every part of your life. You adopt behavior, language or perspective that is completely natural to you, but doesn’t make sense to anyone around you. Really folks?).

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10 Things You Need to Know About B2B Mobile Marketing

Digital B2B Marketing

Busy professionals focused on their smartphone , nearly oblivious to everything else around them. These are the same business decision makers and influencers your B2B marketing is targeting. Your Audience is Mobile Business professionals live by their smartphones today. You see them everywhere, crossing streets, in meetings, at lunch and even driving.

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7 Blogging Mistakes B2B Marketers Make

Digital B2B Marketing

It Isn’t Connected to the Business Being “all about your audience” can go too far. If focusing on your audience took your blog to an area that isn’t relevant to your own business, you have gone too far. However in most cases it won’t drive the underlying business and it will lose support over time. We have all seen the lackluster corporate blog.

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A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

In addition, a campaign addresses two issues businesses often face when when they consider a thought leadership initiative. After all, you want Jamie to ultimately meet with people, speak at events and develop personal credibility that extends to your business. Situation: Your B2B company is not seen as a thought leader in your industry. It gets you started. It secures resources.

Replacing “Authentic” in Social Media

Digital B2B Marketing

There are hints of your authentic business everywhere, and when you deviate too far, you are no longer believable. Authentic. You can’t turn around in the social media echo chamber without bumping into this word. The problem is, beyond the social media land of unicorns, authentic isn’t relevant. Authentic is the wrong objective. What is the right one? Is Authentic Worth Anything?

Three Data Opportunities B2B Marketers Are Missing Today

Digital B2B Marketing

One or multiple ads are queued and cycle everywhere, with HR leaders, business execs and IT staff getting the exact same message. Today, many B2B online advertising buys use a mix of audience targeting through data (retargeting or using data sources like Bizo) and targeting through site selection (running on Forbes to reach business audiences). Sound ok? Better Ways To Use Data.

7 Characteristics of Tomorrow’s Best B2B Marketers

Digital B2B Marketing

Business Savvy If B2B marketing will be connected more closely to the business and business results, B2B marketers must become more business savvy. You must understand and appreciate the importance of finance, sales, talent management, supply chain, product development and more to the business. Those are skills that can easily be learned by the right person.

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Looking Beyond Sales and Marketing Alignment

Digital B2B Marketing

The business needs to improve lead acquisition and nurturing by having sales and marketing partner through the entire process. Business Strategy adam needles DemandGen Reports sales and marketingIn many B2B marketing organizations, marketing is expected to deliver leads and sales is expected to close. But is this really perfect sales and marketing alignment? Alignment ignores reality.

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6 B2B Marketing Mistakes That Are Easy To Make

Digital B2B Marketing

Your marketing needs to be mapped against all revenue drivers in your business plan. If you have expectations in your sales and revenue forecasts and your marketing isn’t being built to support those expectations, you are not supporting your business plan! 3. The hardest mistakes to avoid are the ones that don’t look like mistakes at all. They aren’t. Logical, right?

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Why Marketing Benchmarks Are Bogus

Digital B2B Marketing

number in some book or website, based on the results of businesses nothing like yours? We like to measure ourselves against something. We want to know that we are doing good work. Is my my email click rate good? Is my search conversion rate where it should be? Is my brand lift above average? Ummm, but what are you comparing yourself too? Published Benchmarks Are Garbage. Need more?

B2B Marketers Are Turning Away Prospects

Digital B2B Marketing

In the past year, 88% of people report using white papers for business research, followed by 73% for webinars. According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. Does Your Content Create A Barrier? Only 40% share webcasts.

One change that dramatically improved B2B marketing results

Digital B2B Marketing

have no financial interest in their business. You can’t rely on your own data. Your prospects spend the vast majority of their time doing everything except opening your emails, visiting your site or viewing your content. And that tiny window can turn out to be very misleading. What happens when we start to fill in the picture? Case 2: A 463% increase in email click rate. Your Turn.

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No, Content Will Not Kill Advertising

Digital B2B Marketing

Conversely, a great sales experience that directly addresses how your solution is right for their business can overcome a tarnished perspective from marketing. Advertising is dead (again). The latest killers are the social media and content marketing stars. Not so fast. Marketing is a spectrum. At one end might be the experience someone has using your product or service as you intended.

The More You Share, The Less We Care

Digital B2B Marketing

Prior to that I had generally been sharing 3 to 5 links a day and would often not share anything on busy days. It’s true. When people share too much, we tune them out. We only half-listen, or we just walk away. In social media, we do the same thing. In a bad way. On the surface, that seems like a good thing, right? Unfortunately, you still talk about yourself just as much. In Summary.

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The Dark Future of Native Advertising

Digital B2B Marketing

Here are just a few examples: Since launching in 2010, Content Marketing Institute has a built a professional services business by establishing its own content brand. Native advertising, and specifically native publishing programs, will struggle in the future. It comes down to a marketplace issue that, over time, will be a thorn in the side of native publishing. Or is it? You can too.

Three Key Requirements of Agile Marketing

Digital B2B Marketing

Like many long term business and marketing goals, our personal dream was still fuzzy around the edges. Are you ready to be an agile marketer? Are you ready to respond to a reality that is changing, in unexpected ways, around you? I’ve had a recent (and continuing) personal lesson in agility. We just sold our house. In short, we were not ready. Now, we need a place to live. Your Turn.

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B2B Marketing and the Cheap Tchotchke Mistake

Digital B2B Marketing

The promotional product business was a $15.6 billion business in 2009 ( source ). Two sentences with what makes your solution worth remembering, a URL and a business card, included with the package, is appropriate. Business Rants B2B marketing event marketing promotional products tchotchkeMost went straight into the trash. SEO folks would accuse me of keyword stuffing).

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7 Steps to Find Your Content Marketing Sweet Spot

Digital B2B Marketing

This perspective should be completely independent of your business and your offerings. For instance, if a database firm chooses to focus on business intelligence and the business applications of their data, they need to consider new competitors like Microstrategy. You are ready to take your content marketing to the next level. Where do the line up exactly?

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5 Lies About Easy Ways To Create Content

Digital B2B Marketing

What other content shortcuts do you see individuals or businesses take that simply don’t work? There are easy ways to create good content, right? Sorry. Creating good content is hard. And it’s getting harder. If you take the content shortcuts that are recommended by so many self-labeled content marketing experts, you will be sorely disappointed in the long run. Not so fast.

6 Cringeworthy Marketing Technology Failures

Digital B2B Marketing

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. Today’s marketing simply wouldn’t exist without marketing technology. Or at least that’s how it is supposed to happen. You just create the rules. This happens: 2.

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

The Basics B2B : Business to business. SMB : Small and Medium Businesses. In the US, research generally considers businesses with less than 100 employees to be small businesses and those with 100 to 1,000 employees to be medium buisnesses. BI : Business Intelligence. Some days B2B marketing discussions seem more like a reading of alphabet soup.

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LinkedIn: Do New Offerings Make It the King of B2B?

Digital B2B Marketing

If you are looking to increase distribution of your content within a targeted business audience, this offering is definitely worth learning more about. If you are in B2B advertising, you cannot ignore LinkedIn. So when LinkedIn introduces a new advertising option, as a B2B advertiser, you need to pay attention. Use Your SlideShare Content in LinkedIn Ads. Your Turn.

7 Nurture Programs You Need To Have

Digital B2B Marketing

For some businesses, this may mean six emails a quarter, for others it might only be two. Despite the capabilities of modern marketing automation platforms, many B2B marketers still approach nurture with a short term mindset. Your primary goal is to increase engagement, raise lead scores and pass a more active “lead” to sales as quickly as possible. Long-Term Nurture Programs.