Digital B2B Marketing

NOVEMBER 10, 2011

Here are 10 questions that will help refine your goals, the barriers marketing needs to overcome and how you can measure your campaign. How will the benefit of this influence be reflected in your business? You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

Here are 10 questions that will help refine your goals, the barriers marketing needs to overcome and how you can measure your campaign. How will the benefit of this influence be reflected in your business? You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

OCTOBER 16, 2012

If it is an email promotion for an upcoming webcast or a banner ad showing how much money your business can save, a marketer is interrupting you and asking you to move on to something else. Outbound Marketing Outbound marketing interrupts what you are doing and asks you to change. Friction is resistance to that movement.

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

JULY 28, 2011

Using media mix models, companies like KMart assess incremental business impact , accounting for the fact that TV is one of many channels. This is a gap social media measurement companies need to help close. But when looking at overall business impact, these results are the color commentary , not the definitive answers.

Social Media 100

Social Media Media CMO Marketing Mix 100

Digital B2B Marketing

JANUARY 5, 2012

Can marketers help? By consistently winning our business and our attention after we sift through all of the competing opportunities, you will become one of the few we look to, rather than one of the many we stumble across. We must assess all of the choices, and be confident we are making the best choice.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

MARCH 22, 2012

Doing a post-mortem now will help you adjust plans to accomodate a broader range of possibilities and will prepare you to react to the unexpected. Keep Resources Available In business, keeping resources in the wings is a challenge. What is the biggest dependency or assumption in our plan and what if it doesn’t happen?

Planning 100

Planning Course Resources Twitter 100

Digital B2B Marketing

AUGUST 30, 2012

In fact, it makes me, once a potential customer, reconsider if I should even do business with you. Listen for Anecdotes : Do you get feedback from sales discussions or your partners that your marketing is helping (or hurting) their efforts? Your marketing makes me dislike you. I am simply one more individual that did not buy.

ROI 100

ROI Autoresponders Advertising Agencies Correlation 100

Digital B2B Marketing

APRIL 25, 2013

Prior to that I had generally been sharing 3 to 5 links a day and would often not share anything on busy days. Instead, your sharing should be helpful and useful to your audience. With that in mind, in early 2012 I determined to test sharing 10 links per work day. In Summary.

RSS 100

RSS Social Media Twitter Traffic 100

Digital B2B Marketing

MAY 24, 2012

Keep Your Promises If you fail to deliver on the promises you make to clients, you lose the opportunity for both repeat and referral business. Help, don’t sell, in these situations. If you try winging it, one day your wings will spectacularly fail.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Digital B2B Marketing

AUGUST 9, 2011

Here are three steps that can help remove common barriers to strategic planning in B2B marketing organizations. Strategic planning has to begin by addressing the internal barriers in your organization. As long as they are not addressed, your company is not ready for strategic planning.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

NOVEMBER 21, 2013

B2B marketers are undervaluing Twitter’s contribution to their business. has helped, as Twitter becomes more important for marketers, accurate measurement is more important as well. It is happening because web analytics packages are dramatically underreporting traffic from Twitter. But Twitter’s introduction of the t.co

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 100

Digital B2B Marketing

MARCH 27, 2012

Omniture (now Adobe) wants to be a leader on driving business results with digital marketing, not just measurement. An Empty Promise As a marketer, my question was: can Triscuit help me grow a better garden? B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

JUNE 2, 2011

Ways to improve business or reduce cost that require purchasing your product are only valuable when I’m in market. Noting the launch of Twitter lists today isn’t helpful. Here are five general characteristics of stage zero content. No Investment Required.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

APRIL 20, 2011

IDC: Improving the Business Value of WAN Optimization. But investing even more money in the same old networking infrastructure, storage, servers and bandwidth is not going to help you reach your strategic goals. This report was ‘recommended’ to me when I landed on the Riverbed homepage.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

Digital B2B Marketing

AUGUST 30, 2011

The buying process in some businesses is clearly defined, but it is not rational. Thank you to Christy Ferguson for leading a spirited discussion on the role of branding in B2B and helping to inspire this post. Does your woozle play a role in closing a deal in enterprise B2B? What are the mandates for B2B marketers today?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

JULY 26, 2011

Although my focus on numbers has evolved, in business, information still fuels me. I’m passionate about marketing that serves the audience and helps the audience make the right decision. Organic is good, whole foods, raw foods and live foods (such as yogurt and kombucha) are even better. I’m analytical.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

JUNE 14, 2011

Today, Bizo announced Switchboard, the first viable attempt I’ve seen to help marketers answer these questions. [No I’m excited to see my digital media and data background combine with social media measurement to attempt to answer these questions.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

NOVEMBER 3, 2011

Dan and Dino can use their privileged position as Triberr founders to help distribute their story through Triberr. Get the Story Out Triberr has a captive audience of bloggers, particularly bloggers that cover social media, and they potentially have a great story that addresses a key complaint about Triberr to date.

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 100

Digital B2B Marketing

DECEMBER 18, 2012

As a marketer it may be difficult to believe, but marketing is not a business objective. Marketing must maintain or advance the business in order to be valuable and there is no single right way to do this. Arguing that businesses with Social CMOs are more successful just establishes correlation. Correlation is not causation.

Social Media 100

Social Media Media CMO Correlation 100

Digital B2B Marketing

NOVEMBER 7, 2013

Clients of the marketers are also included in some cases to help show these at least appear to be legitimate and serious businesses. Yes, you can start your own business. Yesler is a B2B marketing agency from @Projectline that helps technology companies deliver predictable revenues, sustainable growth, and measurable results.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

JULY 31, 2013

” To help answer that question, we need to dive beyond the popular mobile headlines. Consider how people may actually come across your business on their mobile device: Your business will be tagged on Google Maps. Just one tap for an overview of your business, reviews, hours and contact information. Your Turn.

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 100

Digital B2B Marketing

JUNE 7, 2012

If you are new to B2B marketing, or just have to work with a B2B marketer, these acronyms and abbreviations may help decode the conversation. The Basics B2B : Business to business. SMB : Small and Medium Businesses. BI : Business Intelligence. If so, add it to the comments (and please define it!),

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

FEBRUARY 16, 2015

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.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

JUNE 18, 2013

This approach does help you identify topics for your content, but it doesn’t change the burden of creating content or address the quality of content that often comes from individuals not normally involved in creating content. What other content shortcuts do you see individuals or businesses take that simply don’t work?

Content 100

Content Opinions Video Marketing Advertising Agencies 100

Digital B2B Marketing

MARCH 27, 2011

How many only help others after weighing the benefit to themselves? When businesses commit to caring, employees and the community will take notice and share for you, without prompting. Less than half of Americans trust businesses , and the numbers are deteriorating. The key marketers miss is selfless good.

Social Media 100

Social Media Social Marketing B2B Marketing Media 100

Digital B2B Marketing

JANUARY 8, 2013

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. Although I’m interested in your B2B marketing content, circles didn’t actually help me filter it at all.

Google 100

Google Social Networks Network Marketing Stats 100

Digital B2B Marketing

MAY 9, 2012

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. 5 Reasons Your Marketing Needs to be Mobile 1.

Mobile Marketing 100

Mobile Marketing Paid Search Agency B2B Marketing Planning 100

Digital B2B Marketing

APRIL 24, 2012

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. You may justify this because they are sharing your content and helping to grow your audience. You focused on a quantity rule.

Social Media 100

Social Media Media Content RSS 100

Digital B2B Marketing

FEBRUARY 27, 2013

In addition, a campaign addresses two issues businesses often face when when they consider a thought leadership initiative. Tools like Little Bird can help you identify thought leaders and influencers on Twitter that you may not already be aware of. It gets you started. It secures resources. Listen to the Thought Leaders.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

JUNE 26, 2013

For some businesses, this may mean six emails a quarter, for others it might only be two. Engagement in long-term, welcome track and event followup programs helps you to identify where a prospect is in their buying process.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 100

Digital B2B Marketing

MARCH 7, 2011

The research is based on a survey of approximately 1,500 IT and business professionals, with good representation of senior IT management and large companies. In contrast, concerns about business and employee receptiveness is cited by less than 15% of respondents. I just wish I had looked at it earlier. IT’s needs must be met.

Enterprise Management 100

Enterprise Management B2B Thought Leadership Marketing Management Thought Leadership 100

Digital B2B Marketing

MARCH 1, 2011

Choosing metrics is tightly linked to strategy and marketings contribution to overall business challenges and opportunities. It helps avoid the mistake of chasing volume from lower quality sources. It may seem overly basic but I think review of the simple process is helpful sometimes. This is a likely topic for a future post.]

Advertisements 100

Advertisements Advertising Planning B2B Thought Leadership 100