Digital B2B Marketing

JUNE 28, 2012

Business Relationships that Matter In the vast majority of enterprise B2B companies, relationships that matter are between people. Marketing Isn’t About Relationships Marketing is tasked with reaching the masses, even when the masses are just your 500 customers in the niche market you serve. Photo by Natesh Ramasamy.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

JUNE 16, 2011

Earlier this week, Michael Brenner outlined the future of marketing , drawing from last fall’s future of advertising article in Fast Company. How do you, as Michael said, “create communities of customer advocates and evangelists&# ? When every company has valuable marketing, any company will do.

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

OCTOBER 11, 2012

What companies do you want to work with? Are you simply helping your customers justify the decision they already want to make? Some companies are just companies. If you want that advantage, you need to look beyond your audience’s needs and priorities and become the company they aspire to work with.

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

FEBRUARY 4, 2012

Here is how QuinStreet introduces themselves on their website: From QuinStreet’s Who We Are page: “Our reputation is built on results after consistently delivering to our clients the right inquires from qualified customer prospects at the right volumes.” ” In other words, QuinStreet is a lead generation company.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JANUARY 31, 2012

Not only does this hurt the company’s chances on selling this offering, it also hurts their chances of selling future new offerings until I see they have had the time to polish and refine them. Products that are released before they are fully tested, if sold, undermine the trust sales has developed with your customers.

Business 100

Business B2B Sales Paid Search Agency Startups 100

Digital B2B Marketing

JULY 24, 2012

What if your message could get through to more of these individuals and companies? If you knew your advertising was only reaching people at these companies , would it be worth more? Today you can target online advertising in addition to email list rentals and lead generation programs to just your list of target companies.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

JANUARY 5, 2012

Recommendation engines allow companies to surface the best product or information, based on your history, profile and activity from other customers or visitors. Individual marketers, companies or technologies are not creating the Year of More. I believe it is the Year of More for two reasons. The Roots of the Year of More 1.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Planning 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. Even if it’s well maintained, it is full of tire kickers, companies that are too small or large, or contacts that just aren’t a good fit. All types of people visit your website.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

Digital B2B Marketing

JANUARY 10, 2012

Here are three organizational issues for marketers identified by IDC (via a DemandGen report, link at the bottom of this post): No central ownership of customer data and data acquisition. The business sees a huge repository of customer and prospect data it believes is valuable for email marketing.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

FEBRUARY 9, 2012

The role of marketing is to shine a light on your company’s thought leaders and thought leadership. 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

SEPTEMBER 18, 2012

For B2B Marketing For B2B marketers, Bizo provides information on the likely role and level of seniority of a visitor as well as industry and company size. Demandbase provides the specific company and company information. Timing Email Delivery Numerous studies have looked at the best time to send email.

DemandBase 100

DemandBase Planning Aggregators Ethics 100

Digital B2B Marketing

MAY 9, 2011

Between companies sharing their own cases on sales and marketing alignment and the planning frameworks, examples and data from SiriusDecisions analysts, it was a three day information firehouse. Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers. Aligning Sales and Marketing.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

DECEMBER 6, 2011

Many of these changes, like the well publicized rounds of Google’s Panda updates, are designed to remove ways companies have found to game Google’s search results. Learn their Language How do they describe their problems, solutions, company, industry and clients? Are they clients, customers or partners?

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Many of these changes, like the well publicized rounds of Google’s Panda updates, are designed to remove ways companies have found to game Google’s search results. Learn their Language How do they describe their problems, solutions, company, industry and clients? Are they clients, customers or partners?

Google 100

Google Curation Marketing Management Twitter 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

OCTOBER 18, 2011

Today, companies can choose to ignore social media. Companies will promote interaction with call outs and reminders, or also integrating the functionality into their site, making it clear what action visitors should take. The future of digital media is social. In the future, social media will be harder to ignore.

Social Media 100

Social Media Media Linkedin Landing Pages 100

Digital B2B Marketing

MAY 19, 2011

It puts your company on the short list. Your future customer is connecting with your current customers. Customers that have experienced your product are the ultimate reference. Ahh, brand. You want a strong brand , right? A strong brand opens doors for sales. The Problem: Advertising will not create this brand.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

SEPTEMBER 11, 2012

One of the places this truth is on stark display is when media companies attempt to balance the demands and expectations of advertisers and users. You cannot please everyone all the time.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

JULY 10, 2012

Publisher-based Content Syndication Publishers are well positioned to deliver programs that include advertising, custom content and unique promotions in addition to content syndication, giving marketers significantly more options. Many networks can also offer advertising and custom programs.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

SEPTEMBER 10, 2013

While it is true that quality is lower, the relatively low cost still works out well for many companies. Most companies deploy to the list for you, you never receive an actual list of emails. You are targeting very specific roles and/or companies. Buying a B2B List. The targeting options generally available meet your needs.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

JULY 16, 2012

Content is King No, increasing profit, free cash flow or the value of your company is king. Social media can benefit many businesses, but so can your sales team, advertising, product, customer service or supply chain management. I recently spoke with an executive that sells to trucking companies. It isn’t likely.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

AUGUST 22, 2013

And prospects that work with your competitors don’t go through their day terrified, while your customers sit on cloud nine popping bonbons all day. The solution: Don’t rely on salespeople and executives for insight, or even on customers. Don’t just focus the discussion on views of your category or company.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

NOVEMBER 29, 2012

The amazing advances I expect to see from companies like GE will not come about because devices become social, it will be because information can now flow between individuals or devices, the cost of development has plummeted and we are constantly connected. The various platforms we have today can be used for a wide range of purposes.

Work Management 100

Work Management Marketing Management Social Networks Social Media 100

Digital B2B Marketing

OCTOBER 11, 2011

Why is content king today: Being customer-centric required moving away from creative executions as the primary way to deliver a message. Focusing on the customer requires providing something that meets their need , and content perfectly fits the bill. Following conventional marketing wisdom will not differentiate you.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

JUNE 26, 2012

To another, it means increasing customer retention. Demand Generation At many companies, demand generation has become synonymous with lead generation. Are you referring to awareness of your brand or company name? Or the perception your audience has of your company? To yet another, it is a metric from Facebook.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

OCTOBER 11, 2011

Why is content king today: Being customer-centric required moving away from creative executions as the primary way to deliver a message. Focusing on the customer requires providing something that meets their need , and content perfectly fits the bill. Following conventional marketing wisdom will not differentiate you.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

APRIL 22, 2011

It sounds easy, but most companies have been delivering for so long that they don’t even know what they are passionate about. Look across your marketplace, not just within your company, for stories. Future employees and customers will likely come from these connections. First, understand what you are passionate about.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

APRIL 14, 2011

Company values cannot be merely said, they must be lived. Lived by every single employee of your company, internally and externally. Prospects and customers experience how you live your values in every interaction. All it takes is one misstep for the perception of your company and brand to unravel.

Paid Search Agency 100

Paid Search Agency Companies Opinions Vendors 100

Digital B2B Marketing

AUGUST 30, 2011

The perception your audience has of your company is the reality of your brand. Yes, the perception of your company and offering is critical to closing deals. Your customer-facing team needs to understand your corporate values and adopt them as their own. Does your woozle play a role in closing a deal in enterprise B2B?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

APRIL 30, 2012

Without traditional AORs as a natural lead for agency coordination and integration (AOR relationships dropped from 50% of companies to 15% in the last decade), you need to take on this role directly. Every provider will look to push the boundaries of your brand and marketing guidelines.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

AUGUST 23, 2011

For social media to become an important part of the marketing mix and create loyal customers, it cannot continue to rely on tactics that reinforce consumer price sensitivity. A quick look at @alienware confirms even though they are owned by Dell, they are not a traditional computer company. Great Product.

Social Media 100

Social Media Buy Media Pricing 100

Digital B2B Marketing

MARCH 21, 2012

Standing out from the crowd, some marketers will focus on delivering value to their customers first and foremost, with great offerings supported with information, tools and resources that provide value to the target audience, even if they are not a customer. Extreme Value.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

NOVEMBER 15, 2012

This represents a significant investment but, for many companies, the application has been limited to emails and landing pages. Incorporation of Dynamic Creative Creative platforms like Flite allow advertisers and agencies to customize creative on the fly.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

JUNE 11, 2014

The problem starts when you begin measuring your programs based on the companies or individuals you reached and what they did. Many are customers already!! Many even count the same results twice, all to show that marketing is contributing to results. No wonder 8 in 10 CEOs don’t trust the work marketing is doing.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

APRIL 26, 2011

The results below are from a sponsorship program on a major blog-format media company. The sponsorship included advertising as well as custom integration of the sponsors content into the site, and allowed a comparison of the performance of various components.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

FEBRUARY 13, 2012

Every customer touchpoint. Your Turn Do you work with one of the leaders in this space, a company like Turn, MediaMath, DataXu or Invite Media (Google), or are in a position to introduce me? 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

NOVEMBER 7, 2013

Yesler is a B2B marketing agency from @Projectline that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. Like most companies using favorite spam, a quick scroll through the favorites makes it clear a person isn’t behind the system. Big data analytics company. priceintel.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100