Digital B2B Marketing

JUNE 7, 2011

How much will you pay for a service that saves you time in social media? However, increasingly companies are asking us to pay by promoting their products and services to our connections. A number of tools and services are available for the cost of social promotion. Filed under: Rants , Social Media.

Social Media 100

Social Media Word of Mouth Cost Media 100

Digital B2B Marketing

AUGUST 11, 2011

More importantly, social media is much closer to an opt-in channel than email. Companies like Cisco and Intel manage multiple social media accounts, allowing people to opt-in to accounts with a specific focus. I work with B2B clients on media and integrated marketing programs. Filed under: Social Media.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

AUGUST 26, 2013

We know companies track us across the web, but most companies don’t make the tracking obvious. LinkedIn, in quite a departure, is showing right on the homepage the company websites you have visited. Both sites that loaded include the company follow button. Company pages were not visited prior to or doing the video.

Linkedin 100

Linkedin DemandBase Eloqua Privacy 100

Digital B2B Marketing

NOVEMBER 27, 2012

B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. In the last couple weeks, two companies have emailed or called me because I follow influential sales and marketing accounts on Twitter. There is nothing social about this!

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

MAY 8, 2014

LinkedIn has become a powerhouse media company for B2B marketers , from opportunities for direct engagement (it does still have a few social media trappings) to publishing, content promotion and advertising. If you are targeting IT buyers at large companies, you are using the company size, job function and seniority.

Linkedin 100

Linkedin Campaigns Social Media Advertisements 100

Digital B2B Marketing

JUNE 28, 2011

This should be a call to ensure you measure your social media activities, and to measure them correctly. One of the challenges of measuring social media ROI is the return comes in many different forms. Most companies quickly implement traditional media measurements, slightly adapted for social media.

Media 100

Media Social Media ROI Media Plans 100

Digital B2B Marketing

JULY 16, 2012

Social media, mobile, search and local are all irrelevant at the end of the day. 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.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

DECEMBER 4, 2012

Dan Zarella and Hubspot gave the “what is your social media audience worth” pot a good stir last week. One day many businesses will put a value on their social media audience, if it is in the form of monthly impact to their business or the average value of an audience member. via Wikimedia Commons.

Wikipedia 100

Wikipedia Social Media Hubspot Sample 100

Digital B2B Marketing

NOVEMBER 29, 2012

But that doesn’t make these devices social, just connected. Social media sites are now technology platforms that enable a structured flow of information between various endpoints. But it isn’t about social media, it is about new platforms and new accessibility driving new innovation.

Work Management 100

Work Management Marketing Management Social Networks Social Media 100

Digital B2B Marketing

SEPTEMBER 27, 2011

According to research, buyers only engage with companies directly during the last 40% of their research process. Today, 70% of research starts with search and 65% of buyers turn to social media during the purchase process (statistic on slide 10). Being recommended (social media). Being discovered (search and PR).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

SEPTEMBER 27, 2011

According to research, buyers only engage with companies directly during the last 40% of their research process. Today, 70% of research starts with search and 65% of buyers turn to social media during the purchase process (statistic on slide 10). Share your view below or with me on Twitter ( @wittlake ).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

APRIL 4, 2013

If new research says B2B buyers rely on social media, dig into the survey. Just how was social media defined? Did it indicate how important social media is in the buying process? Were respondents recruited through social media or is it a representative sample? Question it. Question Experts.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

OCTOBER 11, 2011

Companies embracing content marketing were able to provide unique value to clients and prospects. Social Media. I am a proponent of social media, and I’m including it here because its absence would be notable. However, social media by itself will not be the next differentiator.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

JUNE 4, 2013

Although inbound has the longest rampup time, it is increasingly the first choice for smaller companies and startups and a quickly growing focus for larger marketers. Social Media Advertising. Search marketing. Paid search delivers both quality and volume for many B2B marketers. Photo Credit: mugley via Flickr cc.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

MAY 25, 2011

Both Facebook and email are used by companies to distribute information. With all due respect to the email providers integrating social sharing into email, that does not make email marketing a platform for sharing and discussing. Individuals and small companies can create and reach large audiences. Email Marketing 2.0

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

OCTOBER 11, 2011

Companies embracing content marketing were able to provide unique value to clients and prospects. Social Media I am a proponent of social media, and I’m including it here because its absence would be notable. However, social media by itself will not be the next differentiator.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

MAY 17, 2011

A buyer, educating themselves, resulted in a two day sale for a company with a 90 day average sales cycle. Conversational Social Media. More companies will listen in social media, responding to individuals with tailored information. Filed under: Demand Generation , Media , Social Media.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

JANUARY 24, 2013

Some companies even have an entire suite of blogs. If your corporate blog is just promoting your company and your service, you probably need a new website before thinking about a blog again. Social What? Your blog eschews nearly all forms of social sharing, often with the belief that your audience doesn’t use social media.

B2B Marketing 100

B2B Marketing Paid Search Agency B2B Press 100

Digital B2B Marketing

APRIL 26, 2011

The results below are from a sponsorship program on a major blog-format media company. Social media links: Even though it is below the fold, the click rate on a link to the client’s Twitter account is 2x the top banner ad. Filed under: Content , In Practice , Media , Social Media.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

JUNE 23, 2011

Make Social Media About the Social, Not the Media. As Jay Baer put it, you are at “ The Crossroads: Social or Media.&# Social media marketing is becoming a push tactic and you may be dangerously close to acting like a used car salesman instead of the potential partner you want to be.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

DECEMBER 22, 2011

Inbound marketing will continue to accelerate and will be a competitive advantage for companies providing high quality content. As inbound attracts more attention, 2012 will see more inbound marketing failures from companies that are not committed to content creation. Social Media 5. Social advertising.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 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. Companies that field research for their own marketing activity never share all of the results. Social media research often has the similar problem.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

DECEMBER 2, 2011

Inbound marketing will continue to accelerate and will be a competitive advantage for companies providing high quality content. As inbound attracts more attention, 2012 will see more inbound marketing failures from companies that are not committed to content creation. Social Media 5. Social advertising.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MAY 30, 2013

What others say is often an implicit, if not explicit, recommendation of your company or offering. Content Social Media banners Email inbound marketing Native Advertising PR print retargeting search social advertising' Outbound Marketing Amplifies What Is Said About You. Tactics: email, PR, print, online banners.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

APRIL 17, 2013

The latest killers are the social media and content marketing stars. 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. Marketing is a spectrum.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

JANUARY 3, 2012

Unique marketing stands out, it is differentiated simply because very few companies are doing it. If you are a B2B marketer entering 2012 with increased budgets for social media, content marketing, mobile marketing and marketing automation, consider how your investments will benefit your audience. Early adopters have vision.

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

APRIL 28, 2011

Blogs and media companies : where is their content widely shared? What other ways can you quickly narrow, if not identify, the right social platforms for your business? Filed under: In Practice , Research , Social Media , Uncategorized.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

DECEMBER 18, 2012

Here are three recent examples that have been widely shared in B2B and social media discussions. The Social CMO Just because successful businesses have CMOs with strong social media profiles doesn’t mean the social media engagement and knowledge of the CMO is the reason for their success.

Social Media 100

Social Media Media CMO Correlation 100

Digital B2B Marketing

OCTOBER 6, 2011

Social Media Scoring If your potential prospects are active in social media, their conversations and discussions can be an additional indication of their level of activity in the category. Publishing Hubspot is a great example of a company becoming an information source in a category.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

MAY 19, 2011

It puts your company on the short list. Due to the rise of social media and user generated content, prospects can connect directly with customers, bypassing your careful selection of reference clients. Ahh, brand. You want a strong brand , right? A strong brand opens doors for sales. Not in B2B.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

OCTOBER 6, 2011

Social Media Scoring. If your potential prospects are active in social media, their conversations and discussions can be an additional indication of their level of activity in the category. Hubspot is a great example of a company becoming an information source in a category.

Lead Scoring 100

Lead Scoring Lead Ranking 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. Who do you want to work with, a competent company just doing their job, or one that is truly passionate about it ?

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? One company that does an excellent job of providing stage zero content is HubSpot. I am a digital and B2B marketer with a background in online media and analytics. Answer: “Well, DUH!&#. About Eric Wittlake.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

FEBRUARY 21, 2012

Constant Contact : Looking for marketing and social media tips? Companies like HubSpot, Constant Contact and General Electric illustrate a range of ways B2B marketers can begin experimenting with Pinterest around products, content, events and culture. Is there a place for B2B marketers on Pinterest? I believe there is.

B2B Marketing 100

B2B Marketing Brand Identity Branding B2B 100

Digital B2B Marketing

AUGUST 7, 2012

If you use the components of inbound marketing I have shared or the common definition centered on content, social and search, content is at the core. Content is definitely one path, and the path most companies traditionally take. However, it isn’t the only viable approach.

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 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. Filed under: Content , Demand Generation , News , Social Media.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

DECEMBER 15, 2011

What is the ROI of your social media activity? If a company begins using an ad network and includes viewthroughs in their tracking, performance can be dramatically overstated. Tweet ] So you want real social media ROI? All marketing is integrated, even if it is unintentional, poorly done or working against itself.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100