Digital B2B Marketing

APRIL 17, 2013

Not every company needs each one, but they can’t just be substituted for each other. ” Although I believe marketing should have made a difference, this perception from sales reflects the fact that in B2B, sales is able to close even when marketing hasn’t helped. A television spot? A white paper?

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

AUGUST 9, 2011

As long as they are not addressed, your company is not ready for strategic planning. Here are three steps that can help remove common barriers to strategic planning in B2B marketing organizations. Strategic planning has to begin by addressing the internal barriers in your organization.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

MAY 20, 2014

For many marketers, this minimum can be as simple as name, email and company. Each response helps to build a more complete profile, but it isn’t critical information. If not, is it because you don’t give most companies the opportunity to put multiple forms in front of you over time?

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 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. Or let me know if you need help selecting the best path. Buying a B2B List.

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. I recently spoke with an executive that sells to trucking companies. Could social media help his business in the next three years? Will it be the difference between his company being a success or a failure in 2015?

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

AUGUST 14, 2012

Conceptually, companies can do this because you provide your email address online. If your email address is one of the emails a company is looking for, they add you (technically, a cookie ID in your web browser) to the list of people they are targeting.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

JANUARY 19, 2012

Of course Ford Motor Company has shared information about the new Ford vehicles and Ford.com. On Google+, Ford Motor Company is in 4,968 people’s circles. In Summary Can a brand page help? Your Turn Does your Google+ strategy consider the role your employees play in the visibility of your company?

Google 100

Google SEO Brand Identity Branding 100

Digital B2B Marketing

JUNE 14, 2011

Today, Bizo announced Switchboard, the first viable attempt I’ve seen to help marketers answer these questions. [No The content is applicable to a wide range of companies, from individuals to enterprises, but my focus is on companies, not personal marketing. 40% of clicks are from micro companies.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 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. What happens when a company tries to align with something new to them? An Empty Promise As a marketer, my question was: can Triscuit help me grow a better garden? Unfortunately, the answer was no.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

JUNE 2, 2011

Question: Would it be better if prospects where aware of your company when they started the research process? Noting the launch of Twitter lists today isn’t helpful. One company that does an excellent job of providing stage zero content is HubSpot. Question: Where is awareness most valuable in the buying cycle?

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 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. This is a gap social media measurement companies need to help close. It will be another year before most companies can realistically attempt this. Social media is changing rapidly.

Social Media 100

Social Media Media CMO Marketing Mix 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. Influence influencers: Ensure a positive discovery of your company or product when it is referenced by influencers (who are often more discoverable then you).

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

OCTOBER 31, 2012

Media companies are Dead. Everyone else is creating infographics, so the folks at Confused.com, purveyors of discount car insurance, apparently decided an infographic about social media zombies would help them sell more car insurance. Write an article about how social media is killing advertising! Advertising is Dead. SEO is Dead.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Television marketing Social Media 100

Digital B2B Marketing

MAY 30, 2013

What others say is often an implicit, if not explicit, recommendation of your company or offering. Help People Find What They Are Looking For. Outbound Marketing Amplifies What Is Said About You. Do people rave about your product, your latest research or your vision? Tactics: email, PR, print, online banners.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

AUGUST 22, 2013

Don’t just focus the discussion on views of your category or company. Titles do not define people and personas should help you connect with people! Talk to potential prospects that have not engaged with sales in order to understand prospects your marketing needs to reach. The Title Persona.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

MAY 19, 2011

It puts your company on the short list. Yes, being the first brand that comes to mind in the category will help them find you. Ahh, brand. You want a strong brand , right? A strong brand opens doors for sales. The Problem: Advertising will not create this brand. Not in B2B. You are selling an experience good. Your buyer is finding you.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

MAY 24, 2012

Your website is your home and it leaves a far stronger impression on prospects that take the time to research your company or offerings than your advertising campaign will. Help, don’t sell, in these situations. Before building your inbound or outbound campaigns, make sure your website gives the right impression.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Digital B2B Marketing

JULY 26, 2011

I’m passionate about marketing that serves the audience and helps the audience make the right decision. I landed in marketing by chance, looking for a small startup company to join. My Christian outlook and modern marketing trends are converging here, and I love it. I have no traditional training in marketing.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

NOVEMBER 7, 2013

Clients of the marketers are also included in some cases to help show these at least appear to be legitimate and serious businesses. Yesler is a B2B marketing agency from @Projectline that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. Big data analytics company.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

MARCH 4, 2014

Hundreds of executives will begin publishing on LinkedIn as part of their company’s content marketing effort. As more individuals and companies get on board, there will be an uptick in the amount of marketing content in the LinkedIn stream. Someone who could leave the company. Build the company following.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

OCTOBER 17, 2016

Score companies, not individuals. If you are promoting a simple transactional purpose, this may not help you. To get a clear picture of content consumption and engagement by company, add a solution like Demandbase to identify visitors to your site, not just ‘known’ visitors that are in your database.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

DECEMBER 18, 2012

Who really wants to hear from CMOs that are not successfully moving their company forward? In most cases, the business success and profile of the company is the likely reason for the CMO’s influence or recognition in social media, not the other way around. Can a social business model help your business do this?

Social Media 100

Social Media Media CMO Correlation 100

Digital B2B Marketing

FEBRUARY 16, 2015

million in revenue from a $15,000 lead generation program and another that expected to use content created for help desk administrators in a program to increase visibility with VPs and CIOs. Toby highlighted the tendency many marketers have to run small pilots with a large number of companies and then conclude advertising won’t work.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

DECEMBER 19, 2013

If you are interested in seeing what information companies have about you, go to BlueKai. If someone is on a surfing site, getting them to watch a video about help desk management software is a huge ask. Company-based targeting with a control group makes this particularly easy to measure. Reaching Small and Specific Audiences.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

JUNE 7, 2012

If you are new to B2B marketing, or just have to work with a B2B marketer, these acronyms and abbreviations may help decode the conversation. Most frequently used to indicate the general size of target companies versus the specific list. If so, add it to the comments (and please define it!) EM : Email ABM : Account Based Marketing.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

JUNE 26, 2013

Over a 6 to 12 month window for many companies, your content must be 100% educational and applicable to companies not using your solutions. For many companies, simply maintaining visibility and increasing mindshare between buying cycles will be more valuable than actively pushing towards a change and the start of a new buying process.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 100

Digital B2B Marketing

MARCH 27, 2011

Sure, companies respond with donations. How many only help others after weighing the benefit to themselves? Your Company Is Full of Caring People. Even if it is difficult to highlight corporate contributions without appearing self-serving, companies can always recognize the contributions employees make to society.

Social Media 100

Social Media Social Marketing B2B Marketing Media 100

Digital B2B Marketing

JULY 31, 2013

” To help answer that question, we need to dive beyond the popular mobile headlines. One thing is immediately clear reading this list: every application here delivers a core service of a company or product. As marketers, collectively, our perspective on mobile apps versus mobile web has had the wrong focus. Pandora Radio (42%).

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 100

Digital B2B Marketing

MAY 9, 2013

President of Competitive Advantage Marketing Inc, which extends companies’ marketing reach and revenue streams. I help marketers working on measurement, reporting, data and accountability. Dara Schulenberg @dschulenberg. B2B Digital Marketing | Strategic Communications, Content, Design, SEO & Social Media.

Twitter 100

Twitter B2B Marketing B2B Thought Leadership B to B 100

Digital B2B Marketing

FEBRUARY 27, 2013

Situation: Your B2B company is not seen as a thought leader in your industry. You have been asked to develop a campaign to establish your company as a thought leader and become one of the leading voices within your industry. Ensure the key findings are embeddable and will link back to Jamie or your company when embedded.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

MAY 9, 2012

You can read the summary here on Storify ) Following are five key facts to help make the case for mobile in B2B marketing and five aspects of mobile marketers need to be aware of. Google is encouraging responsive design , further solidifying it as a best practice all B2B companies should be considering in their mobile plans.

Mobile Marketing 100

Mobile Marketing Paid Search Agency B2B Marketing Planning 100

Digital B2B Marketing

MARCH 7, 2011

The research is based on a survey of approximately 1,500 IT and business professionals, with good representation of senior IT management and large companies. And IT is a key stakeholder in cloud decisions at larger companies (more than 80% of the time). I just wish I had looked at it earlier. IT’s needs must be met.

Enterprise Management 100

Enterprise Management B2B Thought Leadership Marketing Management Thought Leadership 100

Digital B2B Marketing

MARCH 1, 2011

This is a particularly useful metric for campaigns designed to highlight and elevate a company’s thought leadership. It helps avoid the mistake of chasing volume from lower quality sources. It may seem overly basic but I think review of the simple process is helpful sometimes. This is a likely topic for a future post.]

Advertisements 100

Advertisements Advertising Planning B2B Thought Leadership 100

Digital B2B Marketing

NOVEMBER 5, 2013

For purposes of this article, this is the distinction between content curation and creation: Content curation is carefully selecting and using content from other companies and individuals. What happens when you continue to share content from certain companies or individuals? ” Your choice should be easy: be the curated!

Curation 100

Curation Content Differentiation Twitter 100

Digital B2B Marketing

SEPTEMBER 19, 2011

Over the last few months, I have had exposure to pre-launch initiatives from a number of companies, including Bizo’s Switchboard, which I was able to share here the day it was released. If I can write content that has created dialogue and helped to forge relationships, you can too. So Michael, thank you. Your Turn.

Social Media 100

Social Media Media Paid Search Agency Twitter 100