Digital B2B Marketing

JUNE 28, 2012

You talk about relationships as a marketer. What do businesses really mean when they talk about relationships and what is marketing’s place in those relationships with clients, prospects and the marketplace at large? There are far too many people for marketing to develop meaningful relationships.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

FEBRUARY 25, 2014

Marketers are looking for a way to get attention, to get their message across and ultimately to get an advantage over their competitors. Marketing has become a bad word to many. As a marketer you may even cringe in certain settings when you are asked what you do. The Golden Rule. Do you like receiving phone calls at dinner time?

Rules 100

Rules Paid Search Agency Banners Barriers 100

Digital B2B Marketing

OCTOBER 1, 2013

A number in some book or website, based on the results of businesses nothing like yours? Remember, a benchmark just reflects how the companies or marketers in the study are doing. Email Measurement benchmarks Email Marketing Research' Ummm, but what are you comparing yourself too? Published Benchmarks Are Garbage.

Advertising Benchmark 100

Advertising Benchmark Click Rate Sample Statistics 100

Digital B2B Marketing

FEBRUARY 14, 2013

There is a disturbing trend in both consumer and B2B marketing: Marketers do not love the people they are marketing to. Behind closed doors, many marketers don’t like or even respect them. In turn, consumers and B2B buyers have come to dislike marketing. This trend will eventually destroy your business.

Word of Mouth 100

Word of Mouth Banners Custom Publishing Marketing & Strategy 100

Digital B2B Marketing

JULY 23, 2013

What is a good ROI on marketing? If you can increase net income by 50 cents for every dollar spent on marketing, that’s good, right? in income for every dollar spent on marketing? 3x the return you are getting on marketing! All of a sudden your marketing looks pretty ineffective! Setting Partner Objectives.

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

APRIL 4, 2013

In marketing, and particularly in B2B marketing where we have fewer sources of reliable information, we are all looking for new opportunities for our business. Do they have experience targeting your audience for similar marketers with similar goals? Strategy advice marketing advice' You Must Question.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 15, 2012

Marketers have invested in marketing automation, content and, in many cases, creating complex business rules to determine what content and message to deliver when. The next evolution in marketing automation will be extending the application of these rules across the full spectrum of digital and addressable marketing channels.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

AUGUST 2, 2011

As B2B marketers enter the 2012 strategic planning season and begin shaping executional plans, it is important that we get it right. Today, many companies have replaced strategic planning with a set of goals and tactics, without a formalized marketing strategy. Many companies simply do not value marketing strategy.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

APRIL 30, 2012

In April Crain Communications, the publisher of BtoB Magazine, announced the creation of CrainsSocial , a new marketing services group offering social media solutions to marketers. This is one more introduction in a long line of changes that are blurring traditional roles in the marketing landscape.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

FEBRUARY 9, 2012

The problem is thought leadership has become a catchall for any marketing that includes content. Thought Leadership Isn’t Created by Marketing At the heart of the problem is the idea that you can market your way to thought leadership. Marketing can facilitate, organize and amplify.

Thought Leadership 100

Thought Leadership Wikipedia Paid Search Agency Blogger 100

Digital B2B Marketing

NOVEMBER 1, 2011

B2B salespeople are looking to talk to people that influence or make decisions for business purchases. Businesses do not make decisions. People make decisions on behalf of businesses. So why all the fuss about B2B being B2P (business to person)? Maybe not you, but some B2B marketer will). These are big decisions!

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

AUGUST 28, 2012

Here are 7 key characteristics of B2B marketers that will be able to learn the skills needed today and tomorrow and will be able to identify and pursue new B2B marketing opportunities as they emerge. Tomorrow’s successful marketers will have the aptitude necessary to start today in a wide range of areas of the business.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 100

Digital B2B Marketing

MAY 5, 2014

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. You care about the people who have the potential to drive business. “The signal is the truth.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Despite the magic of marketing automation and the ability to collect information on every mouse movement on every page of our sites, we only get a tiny window into the lives of our prospects. We have a better understanding of what people are interested in and our marketing performs significantly better. Of course we get it wrong!

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

JANUARY 24, 2013

It Smells Like Marketing Let’s face it, no one wants to be marketed too. 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.

B2B Marketing 100

B2B Marketing Paid Search Agency B2B Press 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Video will come into its own for B2B marketers in 2012.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Video will come into its own for B2B marketers in 2012.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

AUGUST 13, 2013

Are you ready to be an agile marketer? It wasn’t on the market, and frankly, we didn’t think it would close. And our experience is reinforcing three key requirements to be agile in marketing, and in life. Like many long term business and marketing goals, our personal dream was still fuzzy around the edges.

Planning 100

Planning Marketing & Strategy Marketing Network Marketing 100

Digital B2B Marketing

APRIL 11, 2013

B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). We said content marketing was cheap.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

JULY 7, 2011

Emotion is the root of business needs. Very few businesses have an absolute need for a 38 page per minute printer. A challenge faced by sales and marketing is the emotions that matter are not the easy ones to create. Here are some of the stronger and more powerful emotions at play in B2B marketing and sales: Trust.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

SEPTEMBER 5, 2013

Its last decade’s news and isn’t relevant for your business today. Great Marketing Content. What marketer’s content consistently passes this test? A colleague forwards you link with a short note: “this is awesome, we should be doing this.” ” Your interest is perked. Your expectations are high.

Content 100

Content Rules Marketing Education 100

Digital B2B Marketing

MAY 21, 2013

Marketing automation is quickly becoming like the self-driving car for B2B marketing. Led by Eloqua (now part of Oracle) and Marketo (with a very successful IPO last week), today marketing automation companies are collectively worth billions. When Marketing Automation Is Unnecessary. You Don’t Have Scale.

Marketing Management 100

Marketing Management Marketing Automation Services Marketing Automation Automation 100

Digital B2B Marketing

AUGUST 20, 2013

A marketing automation program. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. Unless you are Google, IBM or Oracle, there is a good chance part of your market doesn’t really know you exist.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

JULY 17, 2013

Over time, your role in marketing begins to permeate every part of your life. If more than a handful of these describe you, it is time to get to know, again, what the world beyond your marketing bubble is like. You attempt to decipher the intent behind marketing and advertising you see. You like seeing retargeted banner ads.

Planning 100

Planning Banner Ads Banners Ad Exchange 100

Digital B2B Marketing

NOVEMBER 1, 2011

Businesses do not make decisions, people make decisions on behalf of businesses. So why is B2P a new idea, and what should B2B marketers think of it?

B2B Marketing 100

B2B Marketing B2B Marketing & Strategy Marketing 100

Digital B2B Marketing

DECEMBER 15, 2011

All marketing is integrated, even if it is unintentional, poorly done or working against itself. Marketing activity does not happen in a vacuum void of other influences. Most marketers don’t actually know. Traditional marketing organizational structures and measurements are built around individual components.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

MAY 7, 2013

Chasing Random Acts of Marketing. It should be easy to avoid a random act of marketing but it is extremely difficult to pass up a great marketing opportunity. Will this improve other elements of your marketing? Do other ongoing marketing activities improve this specific opportunity? Hopefully, the answer is yes.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

NOVEMBER 17, 2011

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. Build your marketing plans on your strategy.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. Build your marketing plans on your strategy.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Buyer personas are a hot topic of discussion in the B2B marketing world, but how do you create the personas that you need and ensure you are getting the value you need out of them? Here are three of the takeaways I came away from the conversation with: Many B2B marketers do not understand what a persona is.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

JULY 14, 2011

Thought leadership is a common marketing topic, but unfortunately thought leadership is not a common outcome of marketing. Part of the problem is that thought leadership marketing has lost all notions of actual thought leadership. Thought leaders understand their own business, clients needs and the larger market context.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

JANUARY 12, 2012

Without marketing metrics, marketers cannot manage investments or show the value of marketing. However, without careful selection of metrics, diligent analysis and a clear overarching vision, those same metrics can become the biggest barrier to successful long-term marketing programs. Is traffic a key goal?

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

NOVEMBER 29, 2011

Two weeks ago, I wrote Just Say NO to Marketing Advice. Inbound marketing is a great example of popular marketing advice and it may makes sense for most marketers. Most B2B marketers are not providing pure commodity products, even in commodity markets. This company’s marketing consists of a catalog.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

MAY 22, 2012

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. Sirius Decisions actually labels this as inbound marketing, however I use a more limited definition of inbound marketing.)

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

MAY 29, 2012

B2B marketing discussions on Twitter and blogs have a tendency to focus on singular topics, such as Twitter, marketing automation , or lead generation , as if they are right for everyone and we just need to do them well. Shouldn’t B2B marketing solutions be just as unique?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

JULY 9, 2012

Content marketers need to deliver results in an environment that is constantly changing. Faced with these constant changes, content marketing can either devolve into a series of reactionary random acts of marketing or take the changes in stride. Expansion of your offerings into a new market. Business requirements change.

Content Marketing 100

Content Marketing Planning Marketing Management Content 100

Digital B2B Marketing

SEPTEMBER 27, 2012

On the same day, this site ( B2B Digital Marketing , in case you are reading this elsewhere) received more search traffic than ever before. The B2B Marketing Implication As a marketer, you have objectives that may range from sales to leads to unaided awareness. Traffic that would normally have gone elsewhere ended up here.

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 100