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. Your product and service must always exceed expectations. When every company has valuable marketing, any company will do. In the future, marketing must be valuable.

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

MAY 29, 2012

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. Your product has a number of elements that differentiate it, but your buyers are relatively unsophisticated about the category and it is not a priority for them to learn more about it.

Work Management 100

Work Management B2B Marketing Marketing Management B2B 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.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

OCTOBER 29, 2013

One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. Turn Stats Upside Down. Put Stats Back in Context.

Statistics 100

Statistics Banner Ads Stats Sample 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

AUGUST 14, 2012

How It Works You have seen retargeting ads, banners that promote whatever products you looked at or left in your shopping cart and follow you around the web. Conceptually, companies can do this because you provide your email address online. CRM retargeting is similar.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

APRIL 17, 2013

At one end might be the experience someone has using your product or service as you intended. Not every company needs each one, but they can’t just be substituted for each other. Each has a role to play in creating and shaping opinions of your company and product. Advertising is dead (again). Not so fast.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

MARCH 25, 2013

You can also include competitors products that may be restricted in traditional search. Target by Company, Industry or Role. Company Targeting. Do you have a list of specific target companies or accounts? Cherry pick your targets and deliver ads only to people at those companies. Search Retargeting. InText Ads.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

NOVEMBER 8, 2012

The utility (value) of perfect substitute products will eventually be equal as demand shifts from one product (outbound) to another product (inbound) in order to equalize value. As competition for attention increases, companies will drop or shorten forms, making it more difficult to capture leads. Shorter Forms.

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 100

Digital B2B Marketing

AUGUST 7, 2012

Content is definitely one path, and the path most companies traditionally take. If you have a freemium product model, if you offer referral bonuses or if you have a collection of free tools, then you have probably realized that inbound marketing does not have to center on your own content.

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 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? Your Turn What other ways do you see companies fall short when aligning to a new space, or what specific examples do you have?

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

JULY 11, 2013

Improving awareness and perception of your product, brand or company increases the leads across all sources. When peers recommend your company to a prospect who already knows and is interested in you, the recommendation is more memorable and confirms their view that your company should be considered. More Referrals.

Lead Generation 100

Lead Generation Lead Ranking Lead Scoring Generation 100

Digital B2B Marketing

JULY 21, 2011

Too many companies are stuck in this rut, and because of it, email is filled with content promotions today. Much of it looks like a product pitch, full of promotional product-benefit language. Yes, the content might be valuable, but it doesn’t improve the position of the company offering it.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 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. Extend Alignment to Product Management and Development.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

OCTOBER 6, 2011

When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably. This is the most obvious solution to some, but solutions to automate and support monitoring identified prospects for intensity of product or category discussion are not yet mainstream.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 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. Connect to your audience through their priorities, not your product offerings. Avoid using your own company’s unique language. Think Twylah.

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. Connect to your audience through their priorities, not your product offerings. Avoid using your own company’s unique language. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

OCTOBER 6, 2011

When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably. This is the most obvious solution to some, but solutions to automate and support monitoring identified prospects for intensity of product or category discussion are not yet mainstream.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

MAY 19, 2011

It puts your company on the short list. They have not worked with you yet, they have not used your product. Customers that have experienced your product are the ultimate reference. Site like ITToolbox.com and Spiceworks.com have extensive forum discussions about actual product usage and experience with providers.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 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

MAY 24, 2012

Don’t Stretch The Truth Your product really does that? Today, case studies, award submissions and product information are ripe with claims that stretch the truth to the breaking point. Productivity you have lost is lost for good. Your client really saw those results because of your services? Unfortunately, probably not.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 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

JUNE 28, 2012

Business Relationships that Matter In the vast majority of enterprise B2B companies, relationships that matter are between people. Focusing on how marketing contributes will position your company to have more meaningful and productive relationships with customers. Photo by Natesh Ramasamy.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

JUNE 7, 2011

However, increasingly companies are asking us to pay by promoting their products and services to our connections. and TrueTwit are both illustrations of the problems that arise when companies require promotion to your connections. A number of tools and services are available for the cost of social promotion.

Social Media 100

Social Media Word of Mouth Cost Media 100

Digital B2B Marketing

MAY 24, 2011

No, not the worn out demo, where I commit my time and you share a mostly canned view of your product. The program highlights are impressive: 25% of targeted companies converted to pipeline opportunities in only 90 days. 42% of companies responded to the program. The answer is to show me your solution.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

AUGUST 20, 2013

Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. You also provided content that supports the sale and likely established the initial overall perception of your company and product with the audience.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

AUGUST 23, 2012

Company characteristics, including company size, industry and structure. You expect decision makers to attend your webcast or view your product demo when your persona indicates they rely on the recommendation of their team for more technical aspects of the evaluation.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 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. Your passion should be visible in your product, service, sales and hiring, not just your marketing. Make your passion clear.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 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? Ways to improve business or reduce cost that require purchasing your product are only valuable when I’m in market. One company that does an excellent job of providing stage zero content is HubSpot.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

DECEMBER 1, 2011

However, like companies that once used telemarketing during the dinner hour, some companies are focusing on measurement and forget about their audience. Over the last six weeks, I asked people around me on my commute what they think of online ads for sites they recently visited or for products they recently looked at.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

DECEMBER 1, 2011

However, like companies that once used telemarketing during the dinner hour, some companies are focusing on measurement and forget about their audience. Over the last six weeks, I asked people around me on my commute what they think of online ads for sites they recently visited or for products they recently looked at.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

JUNE 28, 2011

As companies develop social media plans and programs, anticipating the ways social media will deliver ROI is a challenge few have addressed. Most companies quickly implement traditional media measurements, slightly adapted for social media. What is the return on people talking about your brand and product between each other?

Media 100

Media Social Media ROI Media Plans 100

Digital B2B Marketing

MAY 30, 2013

Do people rave about your product, your latest research or your vision? What others say is often an implicit, if not explicit, recommendation of your company or offering. Tactics: email, search, social advertising, native advertising , online banners. Outbound Marketing Amplifies What Is Said About You.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

AUGUST 23, 2011

A quick look at @alienware confirms even though they are owned by Dell, they are not a traditional computer company. Great Product. Your product must deliver a great experience for your preference segment. In social media, they do not need to be concerned with someone only looking for Microsoft Word, email and web browsing.

Social Media 100

Social Media Buy Media Segmentation 100

Digital B2B Marketing

MARCH 21, 2012

From real time social media response campaigns to retargeting ads pitching products we looked at only moments before to traditional intercept marketing at malls or resorts, marketers will continue to interrupt what we are doing to get our attention. Gratuitous Creative. What made this extreme is not technology, it is identification and data.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

JULY 3, 2012

Turning Attention into Marketing Success The top three content marketing objectives according a recent survey by Curata (notably, a company that offers a solution for content curation), are driving leads/sales, thought leadership and brand awareness. The attention you earn is the key to delivering against your real objectives.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

OCTOBER 4, 2012

Clearly Identify Your Objectives For example, your overall objective might be increasing revenue or marketshare for a certain product or solution group. For many B2B companies, marketing’s key contribution may be qualified leads. For others it may be educating the marketplace or increasing awareness of your solution.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 100