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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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.

No!! LinkedIn Just Went Klout On Us!

Digital B2B Marketing

As people collect endorsements, the value of LinkedIn as a business network and as an advertising property will decrease. However, as LinkedIn use moves towards more social or gamified activity and away from business networking, the value of their advertising will decrease. But wait, there’s more! Scroll down the page and there is a prominent call, again, to endorse Lauren!

Study: How Much of Your Content Marketing Is Effective?

effective in measuring business results. only if the external publications are relevant to your business. content to business results. identified budget (34 percent), the inability to measure business. It will keep them busy for a while, but that’s. business content. Copyright © 2015 Contently. All rights reserved. Marketing is Effective? Introduction 4 II.

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.

B2B Marketing’s Measurement Problem

Digital B2B Marketing

Yes, there are ways to more effectively measure the impact of marketing on your business, solutions that many mid-sized B2B marketers have access too. For example, these are just a few of the areas it will impact: Business stakeholders throughout the organization (from existing marketing partners to sales to the executive team) will need to understand the new measurement. Your Turn.

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.

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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Evangelizing a Content Marketing Program

concrete business goals: — Ultimate Content Strategist Playbook: Content Road- map — Ultimate Content Strategist Playbook: Content Execu- tion — Ultimate Content Strategist Playbook: Growing Your. Content Marketing: When Figuring out if content marketing is right for your business. with deciding on what business goals. broader business goals. All rights reserved. brands.

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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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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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?

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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. could fuel better business results. business results, just 10 percent of respondents. content metrics and business results. BUSINESS RESULTS? 5% 25% 22% VERY. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. What paid.

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.

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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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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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.

5 New B2B Sales and Marketing Strategies

then seamlessly scores, qualifies and alerts the appropriate business. between marketing and sales to achieve previously elusive business objectives. 5 New B2B Sales and Marketing. Strategies. Overground. 2. The traditional B2B sales and marketing model is typically depicted in the shape. of a funnel; flow starts with marketing and then transitions to sales. Pretty. standard, right?

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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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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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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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.

Definitive Guide to Planning a New Content Initiative

Business Goals: What outcomes does providing this content help us achieve? of our favorite beauty brands (business goal). In this case, the business goal is implicit: Makeup.com doesn’t only promote L’Oreal. on your business goal(s). Your content mission is to help busy moms stay motivated through daily fitness tips, video. identified based on your business goals.

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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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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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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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.

Content Methodology: A Best Practices Report

they compete both against their business competitors and all content creators that vie. returns on business-related goals. have on myriad aspects of the business and driving the goals of specific divisions (e.g., business goals, such as “cost savings, risk. Business Goal Content Objectives KPIs Customer. to the larger business. Content. Methodology: A Best.

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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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.

Marketers Are Dramatically Underreporting Results from Twitter

Digital B2B Marketing

B2B marketers are undervaluing Twitter’s contribution to their business. That’s hard to believe at a time when many B2B marketers are glomming on to Twitter like it’s the last shiny object opportunity they will ever have (even turning to spamming ), but it’s true. It is happening because web analytics packages are dramatically underreporting traffic from Twitter.

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?

Staffing and Launching Your Content Marketing Program

brand publishers aren’t in the business of publishing. business. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. We do have clear business goals for The Content.

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.