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)? In contrast, major business purchases often go through the ringer.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

FEBRUARY 9, 2012

But unless your business is marketing, thought leadership needs to come from your business. Thought Leadership Is Human Today, it seems some businesses are so busy humanizing their company or brand that they forget to include real humans. Marketing can facilitate, organize and amplify.

Thought Leadership 100

Thought Leadership Wikipedia Paid Search Agency Blogger 100

Digital B2B Marketing

NOVEMBER 10, 2011

I do not want you to buy my product. I do not even want you to use my product. I want other people to buy and use my products and services because of you. How will the benefit of this influence be reflected in your business? Influencer marketing is fundamentally different.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

I do not want you to buy my product. I do not even want you to use my product. I want other people to buy and use my products and services because of you. How will the benefit of this influence be reflected in your business? Influencer marketing is fundamentally different.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

JULY 7, 2011

B2B buying is complex because the products are complex. Emotion is the root of business needs. Very few businesses have an absolute need for a 38 page per minute printer. Filed under: Branding , Business , Demand Generation , In Theory. Our beliefs are emotional! But the requirement does not have an absolute root.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

SEPTEMBER 18, 2012

Imagine if the stores and products you browse offline was available to target marketing, just like the online browsing is today? For B2B Marketing What if Staples or Office Depot could identify regular in-store visitors that may be business customers? Today’s possibilities are amazing and maybe a little bit scary.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

AUGUST 28, 2012

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.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 100

Digital B2B Marketing

JULY 16, 2012

This focus on the day-to-day marketing and business activities has given rise to a number of B2B marketing myths. B2B is Dead Rick Segal of Gyro has built an impressive business and there is a lot of wisdom in his defense of why B2B marketing is dead. However, these are just changes in business. Yeah, content is like that.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

FEBRUARY 12, 2013

Does content marketing work for local businesses? The real answer to “does it work” is almost always “it can” Here is the right question to ask: “ is it the right thing for my business to do? It just might not be the best next investment for your business. Does X really work for Y? In Summary.

Social Media 100

Social Media Media B2B Case Study 100

Digital B2B Marketing

JUNE 26, 2012

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? At others, it refers to more traditional advertising metrics like increasing intent to purchase or interest in the product. Your product name?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

JANUARY 5, 2012

On websites, they are improving information architecture to make the content, information and products they offer easier to find. Recommendation engines allow companies to surface the best product or information, based on your history, profile and activity from other customers or visitors. Yes, they can, but it isn’t easy.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

JUNE 28, 2012

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? Business Relationships that Matter In the vast majority of enterprise B2B companies, relationships that matter are between people.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

OCTOBER 29, 2013

I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. They didn’t just notice it or remember it, but nearly half of potential buyers that watch a video actually bought a product because of it! Turn Stats Upside Down. Put Stats Back in Context.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

MAY 24, 2012

Don’t Stretch The Truth Your product really does that? Today, case studies, award submissions and product information are ripe with claims that stretch the truth to the breaking point. 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.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 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 24, 2011

No, not the worn out demo, where I commit my time and you share a mostly canned view of your product. You understand my needs and my business. By taking the time to create an appropriate solution instead of sending me a solution sheet without context, you show my business is important and worth investing in. You respect my time.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

APRIL 17, 2013

At one end might be the experience someone has using your product or service as you intended. 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). Not so fast. Marketing is a spectrum.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

JULY 11, 2013

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!

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

MAY 7, 2013

Do you incorporate feedback into your marketing and your product? The business environment, buyer behavior and competitive landscapes are changing rapidly. Business is more competitive and the bar for “ good enough ” keeps rising. Hopefully, the answer is yes. Just Doing What You Know Works.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

APRIL 2, 2013

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. Assess the change in perception of your brand or product as well as the overall intent to purchase using attitudinal research (aka brand studies). Usually, the near term answer is no.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

APRIL 22, 2011

As personal relationships in your business are replaced by machine-personalized communications, your passion has been lost. Lisa, who runs Our Little Farm and Nursery, a small local business that sells, among other things, vegetable starts, immediately found something we have in common, and she is passionate about it.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

MARCH 27, 2012

B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus. Omniture (now Adobe) wants to be a leader on driving business results with digital marketing, not just measurement. Eloqua has an active voice on the entire spectrum of content marketing. Be an Expert.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

JUNE 7, 2011

Judging by the $1 to $10 per month price tags for a number of tools, outside of business accounts, it isn’t very much. However, increasingly companies are asking us to pay by promoting their products and services to our connections. How much will you pay for a service that saves you time in social media? About Eric Wittlake.

Social Media 100

Social Media Word of Mouth Cost Media 100

Digital B2B Marketing

AUGUST 30, 2011

The buying process in some businesses is clearly defined, but it is not rational. Influence influencers: Ensure a positive discovery of your company or product when it is referenced by influencers (who are often more discoverable then you). Delivering value in your product or service only is no longer enough.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

OCTOBER 4, 2012

Clearly Identify Your Objectives For example, your overall objective might be increasing revenue or marketshare for a certain product or solution group. Develop Your Marketing Plan Once you have identified the marketing objective in Step 2 (not the overall business objective) develop your marketing plan.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 100

Digital B2B Marketing

DECEMBER 6, 2011

Looked at another way, Google averages two algorithm changes every business day. Connect to your audience through their priorities, not your product offerings. Google makes approximately 500 search algorithm changes a year. So how do you keep up with all the changes Google makes? Are they clients, customers or partners?

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Looked at another way, Google averages two algorithm changes every business day. Connect to your audience through their priorities, not your product offerings. Google makes approximately 500 search algorithm changes a year. So how do you keep up with all the changes Google makes? Are they clients, customers or partners?

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

AUGUST 20, 2013

Yes, this is a gross generalization, but all else equal, increasing traffic is a very good sign for your business. You also provided content that supports the sale and likely established the initial overall perception of your company and product with the audience. Is Your Traffic Growing. Pay attention to where traffic is coming from.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

NOVEMBER 3, 2011

Here are places the change should be reflected: Product Roadmap: The roadmap should reinforce Triberr is more than a way to syndicate your content through other people. This is potentially a big change, and watching this unfold may be a very interesting case study of how a product moves from a niche position to mainstream.

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 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. Stage zero content is fundamentally different from buying cycle content. 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

JUNE 28, 2011

What is the return on people talking about your brand and product between each other? These measurements are certainly not right for every business, but if you are going to manage towards valuable relationships while continuing to share measured results, I believe you must find equivalent measurements. They should be.

Media 100

Media Social Media ROI Media Plans 100

Digital B2B Marketing

JULY 31, 2013

One thing is immediately clear reading this list: every application here delivers a core service of a company or product. Consider how people may actually come across your business on their mobile device: Your business will be tagged on Google Maps. Your App Solution: Other People’s Apps. Your Turn.

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 100

Digital B2B Marketing

MARCH 4, 2011

While all major marketers should understand email today, email is Kodak’s marketing, not their core business. 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.

Enterprise Management 100

Enterprise Management Advertising Agencies Digg Demand Generation Agencies 100

Digital B2B Marketing

DECEMBER 8, 2011

Last week, I shared the results of an informal survey about banner ads promoting a site or product you recently viewed. Consider Context Limit your retargeting campaign to content that is contextually relevant or on an adjacent topic (for instance, business content for an enterprise technology offering).

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

MARCH 14, 2013

What if you could create a template for an ad, dynamically create hundreds of versions for different audiences, products or messages, and then have an algorithm optimize your creative, determining the best performing version for each audience? Dynamic Creative Optimization. Companies like MediaMind make this possible today.

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

JUNE 18, 2013

If you are looking to present your perspective and incorporate your unique value proposition, you can outsource writing or production activity but the briefing and integration requirements are still significant. 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 21, 2011

Here are Chris’s three key points: Connect ideas to offerings: tell a story that extends from vision to implementation Use ideas to attract and nurture leads Train salespeople to use and talk about ideas For many well-intentioned marketers, the missing link is product. Are marketing, sales and product aligned?

Thought Leadership 100

Thought Leadership Top of Funnel B2B Thought Leadership Digg 100