Digital B2B Marketing

JANUARY 9, 2014

I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. And I hope you will help (more on that in a minute). I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. The Black Hole of Content. I’ve had it!

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

MAY 30, 2013

Outbound Marketing Seeds Content. Outbound marketing gets your content into more hands, immediately increasing content consumption and increasing potential social sharing. Channels that drive organic sharing of content are a particularly good way to kickstart your inbound marketing program. Tactics: email, retargeting.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

JUNE 14, 2011

Then, you put your social media plan in place, including sharing great content from others and creating your own. Is the content you share via social media resonating with your target audience or a random audience? What content is most popular with your target audience? And you hit a fundamental disconnect.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

JANUARY 19, 2012

To see SEO benefits from Google+, your site, pages and content need to become part of “Your Audience’s World” on Google+. Your Brand Shares Content With Its Audience When your brand shares content, your brands followers will be more likely to see that content in Google search results along with your logo.

Google 100

Google SEO Branding Brand Identity 100

Digital B2B Marketing

MAY 20, 2014

Most people simply don’t come back to your site that frequently and they don’t see that much content from you. Each response helps to build a more complete profile, but it isn’t critical information. Source , Page 6).

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

APRIL 25, 2013

Here is the problem: As an individual building your own personal brand or as a marketer, you have taken the advice to share other people’s content to heart. Instead, your sharing should be helpful and useful to your audience. Content Social Media bitly twitterfeed' In a bad way.

RSS 100

RSS Social Media Twitter Traffic 100

Digital B2B Marketing

OCTOBER 16, 2012

In inbound marketing, discovering your content is natural. But Pushing is Easier Than You Think Pushing to overcome the friction sounds like hard work… until you try to get someone else to push your content without payment! To marketers accustomed to shouting for attention, this should come as a welcome change!

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

MAY 19, 2011

Google is the gateway to editorial, blogs and content published by you and your competitors. Yes, being the first brand that comes to mind in the category will help them find you. They have not worked with you yet, they have not used your product. No demo, trial or consultative sales process can change this. Your buyer is finding you.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Branding 100

Digital B2B Marketing

NOVEMBER 3, 2011

Proponents applaud the easy exposure and traffic, detractors point to lower quality content being broadly shared and higher sharing volume. Dan and Dino can use their privileged position as Triberr founders to help distribute their story through Triberr. This week, it could have changed.

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 100

Digital B2B Marketing

JULY 16, 2012

The purpose of B2B marketing is not leads, relationships, content or branding. Content is King No, increasing profit, free cash flow or the value of your company is king. Today, content marketing is one of the ways marketing contributes to that value. Calling content king is like saying the king’s chariot was king.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

AUGUST 16, 2012

Just Desperate for Content Coming up with ideas for content is a challenge, but that is no excuse for actually moving ahead with a content idea that simply adds to the content clutter we are all already facing. The information could have been presented as a blog post or redesigned with significantly less text.

Segmentation 100

Segmentation Statistics Internet Marketing Social Media 100

Digital B2B Marketing

JULY 12, 2012

Twitter Streams and Content Curators What sites do people in your audience read? See what content is shared on social media or through sources that curate content from a range of sites (like SmartBrief). Tip: if individuals share content using the popular bit.ly

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

MARCH 7, 2013

However, very few marketers will see a large enough improvement to justify making banners a core part of their program over search, content syndication , email or other stronger lead generation tactics. A great offer (not just content) can improve both click rates and registration rates. Do you agree? If so, spread the message.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

JUNE 6, 2013

Joe Fernandez of Klout recently said Klout’s goal is to help every person maximize their individual influence. You use advertising, content marketing, PR, and the influencer programs Klout wants to sell, to change perceptions and purchasing behavior. It is no secret, as a marketer you want to influence purchases.

PR 100

PR Network Marketing Social Media Act-On 100

Digital B2B Marketing

OCTOBER 17, 2016

Sure, we talk about a buyer journey or about carefully mapping content. We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. Serial content consumers. If you are promoting a simple transactional purpose, this may not help you.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

JANUARY 5, 2012

On websites, they are improving information architecture to make the content, information and products they offer easier to find. Our refusal to be content. Can marketers help? Mark’s opportunity, and the opportunity for every marketer, is to become one of the few that we, the audience, turn to.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

JUNE 18, 2013

There are easy ways to create good content, right? Creating good content is hard. If you take the content shortcuts that are recommended by so many self-labeled content marketing experts, you will be sorely disappointed in the long run. Easy Content Myth 1: Just Post Your Slides On SlideShare! Not so fast.

Content 100

Content Opinions Video Marketing Advertising Agencies 100

Digital B2B Marketing

MARCH 4, 2014

LinkedIn has gone Tumblr on us and B2B content marketers are drooling. B2B Content Marketing Will Flood LinkedIn. So what will B2B content marketers do once they have the opportunity to publish on LinkedIn? Hundreds of executives will begin publishing on LinkedIn as part of their company’s content marketing effort.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

AUGUST 30, 2012

Listen for Anecdotes : Do you get feedback from sales discussions or your partners that your marketing is helping (or hurting) their efforts? Put Yourself in Their Shoes : Take off your marketing hat, drop your instinctive negative reaction to your competitors content, marketing and site, and spend time in your audience’s shoes.

ROI 100

ROI Autoresponders Advertising Agencies Correlation 100

Digital B2B Marketing

APRIL 11, 2012

The image at the right shows the results of an eye tracking study and how the focus is on the content. They are simply one more quality indicator and data point that may help explain results or behavior of media partners. Every channel has similar issues.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Banners 100

Digital B2B Marketing

NOVEMBER 10, 2011

Here are 10 questions that will help refine your goals, the barriers marketing needs to overcome and how you can measure your campaign. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you. So how do you plan and measure an influencer marketing program?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

Here are 10 questions that will help refine your goals, the barriers marketing needs to overcome and how you can measure your campaign. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you. So how do you plan and measure an influencer marketing program?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 21, 2013

has helped, as Twitter becomes more important for marketers, accurate measurement is more important as well. But in social media, most traffic will come from other people sharing your content. Years ago, there were a number of articles saying Twitter traffic was underreported by a huge margin. But Twitter’s introduction of the t.co

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 100

Digital B2B Marketing

MARCH 27, 2012

Eloqua has an active voice on the entire spectrum of content marketing. An Empty Promise As a marketer, my question was: can Triscuit help me grow a better garden? B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus. Unfortunately, the answer was no.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

AUGUST 30, 2011

Today, with analyst content, media coverage and peer perspective quickly uncovered through a Google search, you no longer control the message. Thank you to Christy Ferguson for leading a spirited discussion on the role of branding in B2B and helping to inspire this post. What are the mandates for B2B marketers today?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

APRIL 24, 2012

Of course, most businesses and professionals don’t share information like this in social media, but another kind of oversharing pervades social media: oversharing content. The Oversharing Trap Oversharing generally starts with a reasonable purpose: share valuable content in order to serve and grow an audience.

Social Media 100

Social Media Media Content RSS 100

Digital B2B Marketing

OCTOBER 31, 2012

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. This definitely should be included in the list of infographic mistakes marketers make.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Television marketing Social Media 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. Here is a screenshot showing 11 favorites of Tweets that include my account in just 5 hours, mostly Tweets of the same piece of content. Reachforce. 117 favorites per day. 139 favorites per day. .

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

FEBRUARY 16, 2015

We are all awash in content today. If a publication can target your audience, you are likely one of dozens of marketers trying to offer up your content to their audience. Content focusing on the challenges or needs of one audience can’t be used effectively with other audiences that don’t share the same challenge.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

JUNE 26, 2013

Rather than identifying every piece of content and communication that will be sent (which 24 months later may be completely out of date), you will need to define the structure and criteria for your content and communications and continue to update individual touches. Background Nurture. Lost Opportunities. Active Prospects. In Summary.

Buyer's Journey 100

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

Digital B2B Marketing

MAY 9, 2013

Big names in B2B marketing, content marketing and social media seem to be everywhere. B2B Digital Marketing | Strategic Communications, Content, Design, SEO & Social Media. I help marketers working on measurement, reporting, data and accountability. As a B2B marketer, it is easy to find people to follow on Twitter, right?

Twitter 100

Twitter B2B Marketing B2B Thought Leadership B to B 100

Digital B2B Marketing

JANUARY 8, 2013

Since I’m often logged in to other Google accounts, I cannot use +1 buttons to share content on Google+. Although I’m interested in your B2B marketing content, circles didn’t actually help me filter it at all. It is difficult to share. Notifications are muted.

Google 100

Google Social Networks Network Marketing Stats 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. Marketing Technology Infrastructure CMS : Content Management System. A system for managing and publishing content, often on the web. If so, add it to the comments (and please define it!)

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

FEBRUARY 27, 2013

Here is more info on finding your content sweet spot. Begin sharing content that is relevant to your selected area of focus through each of Jamie’s relevant profiles. Tools like Little Bird can help you identify thought leaders and influencers on Twitter that you may not already be aware of. Create Short Form Content.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

DECEMBER 18, 2012

Can a social business model help your business do this? I don’t want to engage with Coca-Cola, despite some of the great things they are doing in content marketing, and a certainly don’t want to engage with Charmin or Crest. But it isn’t the solution, it is just one of many possible paths.

Social Media 100

Social Media Media CMO Correlation 100

Digital B2B Marketing

SEPTEMBER 6, 2011

The content is compelling. Common rules of thumb are to wait until you expect 10 to 20 results (registrations, content downloads, video plays, etc). Using a statistical test like chi-squared can also be helpful. Plans are carefully laid. The creative is impactful. The media surrounds your audience. But the results are not there.

Optimization 100

Optimization B2B Marketing Campaigns Planning 100

Digital B2B Marketing

MAY 9, 2012

But chances are they aren’t looking at your site, email or content on their smartphone. 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. 5 Reasons Your Marketing Needs to be Mobile 1.

Mobile Marketing 100

Mobile Marketing Paid Search Agency B2B Marketing Planning 100