Digital B2B Marketing

OCTOBER 13, 2011

It takes longer than driving and your travel companions are not always ideal, but for many of us that work downtown, TriMet is a better overall value and experience than driving and parking. They don’t monitor Twitter outside of business hours, when many of their customers are riding the train.

Service 100

Service Training Twitter B2B Marketing 100

Digital B2B Marketing

AUGUST 2, 2011

There is not one magical strategic plan for a business, there are multiple strategies that will be effective for your business (and a few that will not be). Particularly in smaller businesses, you may have a knowledge gap. I work with B2B clients on media and integrated marketing programs.

Barriers 100

Barriers Planning B2B Marketing B2B 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. Like does not automatically create trust or a desire to work with you. I work with B2B clients on media and integrated marketing programs. Filed under: Branding , Business , Demand Generation , In Theory.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

JULY 6, 2011

Said another way, the Anything-as-a-Service model gives customers the freedom they need to pursue the best course for their business. I work with B2B clients on media and integrated marketing programs. Filed under: Business. We see this change playing out today. To lock in a customer with an unmatched offering for their needs?

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

FEBRUARY 4, 2012

Very little of their business is based on advertising, whether digital or traditional. They purchased IT Business Edge in September 2011 and Internet.com in 2009. As the Media Director working with a number of technology marketers at a B2B agency, Babcock & Jenkins , I have seen this evolution first hand over the last four years.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

FEBRUARY 13, 2012

In business, big data means far more than that. Today, businesses are creating the technology infrastructure and business intelligence applications that allow them to capture and draw insight out of big data. Modern media buying is giving businesses a way to act on all of this data, not just marketing data, in real time.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

MARCH 5, 2013

Most B2B marketing organizations miss the biggest opportunities to impact their business because they have not identified the right goals. Why isn’t business coming out of your ears? If the priorities are not clear, begin estimating the cost, the time and the benefit to your business of each potential objective.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

NOVEMBER 29, 2012

Yes, these devices will deliver new conveniences and improve the way we work in both our personal and professional lives. A Facebook message will be sent to your webmaster, hosting provider and IT manager when your website is loading slowly. A jet engine will share an oil pressure alert with a team of engineers.

Work Management 100

Work Management Marketing Management Social Networks Social Media 100

Digital B2B Marketing

JANUARY 29, 2013

For a few companies, particularly those with a direct response marketing model, this might work. Your Marketing Infrastructure Still Works Assuming your infrastructure has been maintained over time, your current email solution, marketing automation implementation, community platform and so on are still working.

Budget Programs 100

Budget Programs Marketing Budget Marketing Automation Services Paid Search Agency 100

Digital B2B Marketing

OCTOBER 13, 2011

It takes longer than driving and your travel companions are not always ideal, but for many of us that work downtown, TriMet is a better overall value and experience than driving and parking. They don’t monitor Twitter outside of business hours, when many of their customers are riding the train.

Service 100

Service Training Twitter Cost 100

Digital B2B Marketing

APRIL 2, 2013

In short, they get the benefit of much of the work your other marketing efforts did. The conclusions are true because of the system marketers are working within. 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.

Top of Funnel 100

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

Digital B2B Marketing

JUNE 11, 2014

No wonder 8 in 10 CEOs don’t trust the work marketing is doing. In one day our reported results increased by an order of magnitude across nearly every client we were working with. For marketers that want to earn the trust of the CEO and the business, put aside attribution. What had really changed? The comments are yours.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

MAY 29, 2012

However, the people B2B marketers want to reach are ultimately trying to solve a challenge or embrace an opportunity based on their unique business. Scenario 1: Growing an Account Without Intros You work with one division of a Fortune 50 company and are looking to grow the account into other divisions.

Work Management 100

Work Management B2B Marketing Marketing Management B2B 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. Does it really work as advertised when you dig below the surface? It is already proven through their experience with other, often similar, companies. But is it right for you?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 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

JULY 23, 2013

No business would accept a 50% ROI if there is a 150% ROI available with no additional risk, but that same 50% would look great when you were only expecting 20%. Our expectations are a function of our historical measured ROI, our business requirements and what we see from others around us.

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

DECEMBER 15, 2011

All marketing is integrated, even if it is unintentional, poorly done or working against itself. I once worked with a client that was seeing flat revenue, but the online marketing group, based on viewthrough tracking metrics, was claiming they had increased business by about 20%. What is the ROI of your social media activity?

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

JUNE 9, 2011

Customers Drive Your Business, They Are Not Your Assets. Customers are incredibly valuable, and the things that are valuable in business are assets. Likewise, customers are assets, but labeling customers “assets&# doesn’t begin to capture the real value of customers to your business. You Own Assets.

Twitter 100

Twitter Analysis Analytics B2B Marketing 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)? In contrast, major business purchases often go through the ringer.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

APRIL 28, 2011

When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. Each audience is different, and the question for your business is not what is best, but what is best for you. Take a quick look at the very different sharing patterns of the three sites below.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 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. The bigger that movement or change is, the harder your marketing needs to work to overcome resistance to change.

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

MAY 17, 2012

Here is a particularly aggressive quote from one company’s website: We use your content and our database of over 20 million business contacts to manufacture marketing qualified leads for your business. The work is turning contacts into real leads. Summary Turning contacts into leads is hard work. That’s our promise.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

MARCH 22, 2012

Do Your Post-Mortem First When things are still going good, grab a couple people and start working out the things that can possibly go wrong. Always Know Why Things Work When the unexpected happens, it isn’t possible to still know what will work. If the only constant is change, why does change so often take us by surprise?

Planning 100

Planning Course Resources Twitter 100

Digital B2B Marketing

APRIL 25, 2012

If my goal was to promote Babcock & Jenkins , the agency’s work would be more prominent on this blog, but my overall activity would be very similar. If Triberr works for me in this context, it can work for individuals in your organization as well. Your Turn Have you used Triberr for business?

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

MAY 24, 2011

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. It is sized for my business, it works in my environment. You have a solution for me. You respect my time.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

AUGUST 13, 2013

Like many long term business and marketing goals, our personal dream was still fuzzy around the edges. We were working towards it, saving and networking with people who have land. Take the time to sit down and work through your goals in enough detail to move forward confidently and as a team. But alas, we didn’t.

Planning 100

Planning Marketing & Strategy Marketing Network Marketing 100

Digital B2B Marketing

JULY 17, 2013

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. You talk to friends about your work and only slowly realize they have no idea what you are talking about. You believe in advertising as a force for social good.

Planning 100

Planning Banner Ads Banners Ad Exchange 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. Unfortunately, this approach doesn’t work with social media today. 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

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

MAY 7, 2013

Just Doing What You Know Works. The business environment, buyer behavior and competitive landscapes are changing rapidly. Business is more competitive and the bar for “ good enough ” keeps rising.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

OCTOBER 1, 2013

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

Advertising Benchmark 100

Advertising Benchmark Click Rate Sample Statistics 100

Digital B2B Marketing

SEPTEMBER 25, 2012

There is no difference between a brand new coworker or sales contact and a client that has worked closely with me and has first-hand knowledge of my B2B marketing experience and skill set endorsing me. As people collect endorsements, the value of LinkedIn as a business network and as an advertising property will decrease.

Linkedin 100

Linkedin CAN-SPAM Ideal Customer Profiles Display 100

Digital B2B Marketing

SEPTEMBER 18, 2012

Well timed, it arrives as she sits down in the office to check personal email before the real work day begins. For B2B Marketing What if Staples or Office Depot could identify regular in-store visitors that may be business customers? On Monday, you notice a crib in the sidebar of your Macy’s email.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

NOVEMBER 10, 2011

These are questions I have developed through my work with clients over the last few years and I believe they area a good starting point. How will the benefit of this influence be reflected in your business? From there, you can begin to develop your strategy and plan. What other key discovery questions would you add?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

These are questions I have developed through my work with clients over the last few years and I believe they area a good starting point. How will the benefit of this influence be reflected in your business? From there, you can begin to develop your strategy and plan. What other key discovery questions would you add?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

APRIL 11, 2013

Now that cheap content doesn’t work, the real lack of commitment is shining through. Your organization was on board when it was cheap, when you could drive results with thoughtless blog posts slammed out in 10 minutes or created by an offshore SEO company. Content was a supporting element only.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

JULY 14, 2011

Here is the definition of thought leader provided by Wikipedia: “Thought leader is business jargon for an entity that is recognized for having innovative ideas.&#. Thought leaders understand their own business, clients needs and the larger market context. I work with B2B clients on media and integrated marketing programs.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100