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

FEBRUARY 4, 2012

Sponsorships are built around the development of new research or content and are sold in part on their ability to deliver leads. Have leads become the primary focus for B2B technology media companies? If so, with lead generation specialists like QuinStreet entering this market, how do the traditional technology publishers need to respond?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JUNE 2, 2011

Current marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42 , 78% of B2B marketers say awareness is an objective of content marketing. Question: Where is awareness most valuable in the buying cycle? Research can be stage zero content. Consumable.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

APRIL 20, 2011

You have committed to content marketing, you have invested in creating content, and your website has turned into a veritable content hub. At every turn, you offer related content to entice a registration and get someone to opt in to to your drip and nurture program. Your content is not free. The Content Sell.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 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. Is your content strategy and organization up to the task? They select a competitor.

Content Marketing 100

Content Marketing Planning Marketing Management Content 100

Digital B2B Marketing

OCTOBER 11, 2011

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom. Really folks?

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

OCTOBER 11, 2011

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom. Really folks?

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

JUNE 14, 2012

You are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content. Your content supports the sales process and effectively communicates the value of your solutions to prospects. Content that drives overall visibility for your company is different.

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Ideally, your content is easily discovered, naturally making you and your content a resource. But how do people find your content? You believe your audience won’t share content.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. Provide Choices Throughout Content. B2B buyers are well educated adults.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet [.]. I could read them for hours, choosing different paths and seeing each outcome unfold. As a child, these books gave me a sense of control, they engaged me with choices and opportunities throughout the book.

Content Marketing 100

Content Marketing Content B2B Marketing Marketing 100

Digital B2B Marketing

DECEMBER 22, 2011

Content Marketing 1. Flooded with content, audiences will turn to recognized sources. B2B marketers will use video as a way for subject matter experts to more easily create content. Content will be designed to be easy to consume and share. Media Buying 7. Name recognition will rule. Inbound Marketing 4.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

Content Marketing 1. Flooded with content, audiences will turn to recognized sources. B2B marketers will use video as a way for subject matter experts to more easily create content. Content will be designed to be easy to consume and share. Media Buying 7. Name recognition will rule. Inbound Marketing 4.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MAY 9, 2011

Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers. This isn’t about operations and process though, it is about serving prospective customers through their entire buying process. Effective Content Marketing. Content is at the heart of how marketing serves.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Your prospects spend the vast majority of their time doing everything except opening your emails, visiting your site or viewing your content. Disclosure: I buy or recommend clients buy lead generation programs or data services from Madison Logic at times. You can’t rely on your own data.

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

FEBRUARY 16, 2015

We are all awash in content today. If a publication can target your audience, you are likely one of dozens of marketers trying to offer up your content to their audience. Content focusing on the challenges or needs of one audience can’t be used effectively with other audiences that don’t share the same challenge.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

JULY 31, 2012

Delivering Valuable Information Marketers have been blinded by the mandate to create content. However, buyers don’t need content. Content is the package that makes your information attractive, discoverable, consumable and sharable. Buyers need information.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

OCTOBER 6, 2011

It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The problem is, you only see how people respond to your content and your offers. In addition, some B2B publishers are considering selling data about content consumption on their properties.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 6, 2011

It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The problem is, you only see how people respond to your content and your offers. Traditional data appends can capture areas of buying influence and sometimes even buying intent.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

MAY 31, 2012

What Is Your Content Really Worth? You have seen the registration forms that go on and on, asking for information about an individual’s role in the buying process, project budget, timeline and more. These forms are asking for far more than the content is worth.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

MARCH 25, 2013

Search retargeting allows you to buy display ads targeted to people that have searched for your keywords. Buy your keywords in the text of articles on news and content sites. Search Retargeting. You can also include competitors products that may be restricted in traditional search. Providers: Simpli.fi, Chango, Fetchback.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

MAY 20, 2014

Most people simply don’t come back to your site that frequently and they don’t see that much content from you. Even the people who ultimately buy from you will never see it! Source , Page 6). Source , Page 6). Most of your potential prospects will never even see your second form. The Biggest Progressive Profiling Mistake.

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

DECEMBER 4, 2012

Engage Differently How will mixing up the content you share or focusing more on creating discussion impact your marketing? Warning: Do Not Use Value To Buy Likes Whatever you do with it, do not use it as an allowable spend to begin buying Likes or Followers.

Wikipedia 100

Wikipedia Social Media Hubspot Sample 100

Digital B2B Marketing

NOVEMBER 27, 2012

Retargeting From Social Media Like many B2B marketers looking to drive engagement, you share content and drive conversation around other people’s content. But when you focus on promoting other people’s content, you don’t have an opportunity to capture a potential lead. Newsletter or email marketers.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

MAY 19, 2011

Before someone buys (and even for a period of time after), whether they are choosing an advertising agency or an ERP solution, they do not know the value. Google is the gateway to editorial, blogs and content published by you and your competitors. A strong brand opens doors for sales. It puts your company on the short list. Not in B2B.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

AUGUST 30, 2012

I am simply one more individual that did not buy. Put Yourself in Their Shoes : Take off your marketing hat, drop your instinctive negative reaction to your competitors content, marketing and site, and spend time in your audience’s shoes. However, your marketing performance measurement doesn’t capture my disdain.

ROI 100

ROI Autoresponders Advertising Agencies Correlation 100

Digital B2B Marketing

JUNE 14, 2011

Then, you put your social media plan in place, including sharing great content from others and creating your own. Is the content you share via social media resonating with your target audience or a random audience? What content is most popular with your target audience? And you hit a fundamental disconnect.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

AUGUST 30, 2011

With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? The buying process in some businesses is clearly defined, but it is not rational. B2B buying decisions are emotional decisions with a rational justification. And what does that have to do with a woozle?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

NOVEMBER 10, 2011

I do not want you to buy my product. I want other people to buy and use my products and services because of you. I do not even want you to use my product. Influencer marketing is fundamentally different. 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

I do not want you to buy my product. I want other people to buy and use my products and services because of you. I do not even want you to use my product. Influencer marketing is fundamentally different. 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

MAY 17, 2011

Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. It is no longer content or context. Ardath Albee has a great example of buyers driving the new research process in The Contagious Content Challenge.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 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. Our refusal to be content. We cannot buy something without price checking it thoroughly. A Hypothetical Scenario Consider making the following changes to how you buy products online.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

DECEMBER 2, 2013

From content to process to branding, here are five steps you can take to improve the results from your publisher lead generation programs. Select Your Content Carefully. The content you should use depends on how the lead generation program is structured. Content For Fixed Promotional Package. Sponsored Content.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 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. This represents a significant investment but, for many companies, the application has been limited to emails and landing pages. Your Turn This is one possibility.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

AUGUST 23, 2011

In social media, marketers buy attention with promotions or discounts. The problem is, buying attention is an old school mindset, plopped into a new communication paradigm. And research shows consumers expect this from marketers. 44% connect with brands on Twitter for discounts (source).

Social Media 100

Social Media Pricing Price Media 100

Digital B2B Marketing

MAY 17, 2012

There is no assessment of the quality of the content used in the promotions. 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. Actually creating demand is completely ignored.

Marketing Qualified Leads 100

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

Digital B2B Marketing

NOVEMBER 6, 2012

No one buys from a company they distrust or pays a premium for a solution they see as a low cost provider. B2B Marketing’s Lead Generation Focus B2B marketers are pitching white papers, webinars and other content at every turn.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100