Digital B2B Marketing

AUGUST 30, 2011

The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “ Branding Doesn’t Work in B2B “). With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? And what does that have to do with a woozle?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

JUNE 11, 2014

Digital marketers are getting hooked on reporting bigger numbers, but in the process your marketing may actually be making a smaller and smaller impact. Marketers are making a land grab, including in their reporting big swaths of results that were not driven by their marketing efforts. Here are four common culprits.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

APRIL 2, 2013

No one makes a million dollar decision based on one white paper, one email or one Google search. The buying process may take 12 to 18 months. It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead?

Top of Funnel 100

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

Digital B2B Marketing

MAY 20, 2014

According to Google, progressive profiling is “a method of asking questions incrementally, gathering more information about a prospect over time.” Even the people who ultimately buy from you will never see it! Marketers bury critical information they need to identify a prospect in the second, or even the third, form.

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

FEBRUARY 13, 2012

Today, this change is often wrapped up in discussions of technology, buying media based on audiences (instead of sites), optimization algorithms and new skill sets. Real Big Data Brought to Marketing In marketing, Big Data often refers to the data that is created and captured in digital marketing. Every sale.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

MAY 19, 2011

A strong brand opens doors for sales. 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. No demo, trial or consultative sales process can change this. Ahh, brand. You want a strong brand , right? Not in B2B.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

MARCH 14, 2013

The idea that someday the CEO or Head of Sales will click a few buttons to set objectives, budget and timing and a machine will create and execute a marketing plan seems pretty far-fetched. When IBM’s Watson can tackle healthcare issues , marketing advice from machines doesn’t seem so unlikely anymore. Are you ready?

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100