Digital B2B Marketing

NOVEMBER 14, 2011

Thursday’s B2Bchat discussion focused on content marketing for B2B. Join #B2Bchat on Twitter, every Thursday at 8:00 Eastern time, follow @B2B_chat for more information on the discussion each week. Join the Discussion Do you have a view on content marketing in B2B? You can also see the summary on Storify.

B2B Marketing 100

B2B Marketing B2B Content Twitter 100

Digital B2B Marketing

NOVEMBER 14, 2011

Thursday’s B2Bchat discussion focused on content marketing for B2B. Join #B2Bchat on Twitter, every Thursday at 8:00 Eastern time, follow @B2B_chat for more information on the discussion each week. Join the Discussion Do you have a view on content marketing in B2B? You can also see the summary on Storify.

B2B Marketing 100

B2B Marketing B2B Content Twitter 100

Digital B2B Marketing

JUNE 2, 2011

Current marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42 , 78% of B2B marketers say awareness is an objective of content marketing. It is time to step back from planning content for the buying cycle and focus on Stage Zero Content. Consumable.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

MARCH 28, 2012

I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey. Multiple B2B publishers are pedaling this misinformation and as B2B marketers struggle with content marketing, it is diverting their focus. The purpose of your content is to deliver information.

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 100

Digital B2B Marketing

DECEMBER 11, 2012

In B2B marketing organizations, content marketing aims to help buyers buy. Content marketing provides the information buyers need to determine the type of solution they need, develop internal support for a change, create a short list of providers and address objections , all while positioning your company as a trusted resource.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

MARCH 25, 2011

With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. Curated Sourcing Just as content is curated, sources are curated.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

JANUARY 26, 2012

To date, the currency that purchases our attention is content. Content that is useful and connects with our priorities, content that entertains, content that teaches. Content that offers us something beyond your brand and message. However, content is merely the vehicle. Content all about you.

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. Provide Choices Throughout Content. B2B buyers are well educated adults. Circle Back.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Ideally, your content is easily discovered, naturally making you and your content a resource. But how do people find your content? You believe your audience won’t share content.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

JUNE 14, 2012

You are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content. Your content supports the sales process and effectively communicates the value of your solutions to prospects. Content that drives overall visibility for your company is different.

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

JUNE 21, 2012

It is an example of content marketing that many B2B marketers can learn from. Everyone of of them can apply in B2B content marketing as well. It Grabs You The video immediately jumps to the content. It Informs What could happen if someone compromised our systems, instead of a physical location? Your B2B content can too.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

Digital B2B Marketing

APRIL 26, 2011

Likewise, we don’t pay attention to advertising that doesn’t give us something of value in return , either discounts, entertainment or information. 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 23, 2012

Have you ever wondered who is sharing your blog posts or other content on social media sites but don’t have access to expensive social media monitoring applications that can tell you? Here are ways you can find out who is sharing your content, and in some cases how much traffic each share is driving, on Twitter and LinkedIn.

Twitter 100

Twitter Linkedin Stats Marketing Analytics Tools 100

Digital B2B Marketing

MAY 22, 2012

One of the primary ways B2B marketers capture leads online is asking prospects to register for content. Doing it effectively requires creating content prospects want in a format that is easy to engage with while capturing the information you need. Does Your Content Create A Barrier? Only 40% share webcasts.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

MAY 20, 2014

According to Google, progressive profiling is “a method of asking questions incrementally, gathering more information about a prospect over time.” Most people simply don’t come back to your site that frequently and they don’t see that much content from you. Source , Page 6). Fixing Progressive Profiling.

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

APRIL 29, 2014

It isn’t because publishers’ offerings are flawed, because visitors have developed sponsored content blindness or because we have all developed an aversion to all sponsored content. Native published content functions like the publication’s own editorial content. The Reality of Marketing Content.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

JULY 31, 2012

Delivering Valuable Information Marketers have been blinded by the mandate to create content. However, buyers don’t need content. Buyers need information. Content is the package that makes your information attractive, discoverable, consumable and sharable.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

MAY 3, 2012

Among paid media and advertising tactics, lead generation programs like content syndication are a key source of leads for B2B marketers, especially in the enterprise technology space. For the sake of this post, lead generation programs refer to publisher programs that promote your content and capture registration. Buyer beware.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

MAY 17, 2011

Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. It is no longer content or context. Ardath Albee has a great example of buyers driving the new research process in The Contagious Content Challenge.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

JUNE 23, 2011

The biggest factor driving the changes in today’s buyers is the accessibility of information technology has enabled. In the past, your prospect held the budget cards and you held the information cards. Today, buyers hold the budget cards and the information cards. Set Your Content Free.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

AUGUST 16, 2012

Instead of making information easier to consume, many infographics make it harder to understand the information they present or even outright mislead. In particular, look at the environment key below and map that information in the infographic. If it isn’t informative, useful or entertaining, just stop.

Segmentation 100

Segmentation Statistics Internet Marketing Social Media 100

Digital B2B Marketing

AUGUST 23, 2012

What if your objective is to deliver highly engaged leads to sales, but your persona indicates that sizable segments of your audience are not likely to engage with marketing content or even to register. Your lead scoring is excluding a valuable segment of your audience and you have the information you need to identify the issue!

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 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

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. Effective Content Marketing.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 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

JANUARY 9, 2014

I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. Many, like the media companies of old, are using content to earn that attention. The Black Hole of Content.

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

DECEMBER 12, 2013

The result: marketers are forking over big budgets to be able to publish on media properties like Forbes, but they are getting just a tiny fraction of the traffic to their content that staff journalists are getting. The difference between what we expect of editorial content and articles like this is night and day.

Advertisements 100

Advertisements Advertising Google Work Management 100

Digital B2B Marketing

MAY 31, 2012

What Is Your Content Really Worth? You have seen the registration forms that go on and on, asking for information about an individual’s role in the buying process, project budget, timeline and more. These forms are asking for far more than the content is worth. Contact DemandGen Report directly for additional information.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

MAY 19, 2011

Google is the gateway to editorial, blogs and content published by you and your competitors. More information is available every day and this information quickly overturns conflicting impressions created by advertising. This information is far more influential than the advertising message within your direct control.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

DECEMBER 20, 2011

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. Your Turn If you are willing to share, how do you measure the thought leadership impact of your content marketing?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

JULY 12, 2012

Here are some of the common challenges marketers face planning a B2B advertising program: The majority of research services are designed for consumer marketers and provide little information on professional roles. Twitter Streams and Content Curators What sites do people in your audience read?

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

MARCH 19, 2012

What are the key challenges to B2B inbound marketing, how does inbound marketing change the type of content B2B marketers need to create and what tools are critical to inbound marketing? The discussion highlighted three specific areas where content is challenging B2B inbound marketers. Content Development Resources.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

OCTOBER 25, 2011

Using bit.ly , you can often see this as well as a wealth of other information, such as what content someone shares and even what accounts they manage. Here is some of the information you can discover with a few minutes on Twitter and bitly. What content do they read and share? What content do people share regularly?

Social Media 100

Social Media Traffic Media Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Create Content For Your Audience Create content that addresses your audience’s priorities, problems and solutions, using the language they use. Describe your content accurately in titles, headlines and links. and GetCurata can bring content you find onto your site. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Create Content For Your Audience Create content that addresses your audience’s priorities, problems and solutions, using the language they use. Describe your content accurately in titles, headlines and links. and GetCurata can bring content you find onto your site. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

NOVEMBER 15, 2012

Marketers have invested in marketing automation, content and, in many cases, creating complex business rules to determine what content and message to deliver when. This represents a significant investment but, for many companies, the application has been limited to emails and landing pages. Your Turn This is one possibility.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 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. Behind this trend is the fact that content will be everywhere and in every form.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100