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

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

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.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

APRIL 9, 2012

Last week for #B2Bchat I moderated a discussion on video in B2B marketing, including why B2B marketers should care , how to get started, production quality and tools and resources. Here are two of the easiest opportunities for many B2B marketers to execute on: Repurpose existing content. Ideal Length of B2B Videos Short.

B2B Marketing 100

B2B Marketing Video Marketing B2B Paid Search Agency 100

Digital B2B Marketing

MAY 9, 2011

Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers. Extend Alignment to Product Management and Development. The entire product development and delivery organization needs to be focused on delivering solutions to customer pain points or needs. Effective Content Marketing.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

NOVEMBER 8, 2011

The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it. I often hear marketers say their older content is still relevant.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

NOVEMBER 8, 2011

The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it. I often hear marketers say their older content is still relevant.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 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 investment shifts, we will see at least three changes that drive up the cost of inbound marketing: More Content. Better content.

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 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

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 article was written by a CenturyLink colocation product VP! How Google Is Penalizing Native Publishing Programs.

Advertisements 100

Advertisements Advertising Google Work Management 100

Digital B2B Marketing

OCTOBER 29, 2013

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. They didn’t just notice it or remember it, but nearly half of potential buyers that watch a video actually bought a product because of it! Content marketing. Turn Stats Upside Down.

Statistics 100

Statistics Banner Ads Stats Sample 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

MAY 19, 2011

They have not worked with you yet, they have not used your product. Google is the gateway to editorial, blogs and content published by you and your competitors. Customers that have experienced your product are the ultimate reference. No demo, trial or consultative sales process can change this.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Branding 100

Digital B2B Marketing

DECEMBER 6, 2011

Connect to your audience through their priorities, not your product offerings. 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. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Connect to your audience through their priorities, not your product offerings. 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. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

AUGUST 23, 2011

In social media, your interaction and content must focus on your preference segment. Great Product. Your product must deliver a great experience for your preference segment. Value requires more than today’s standard stream of marketing content or social media posts. Filed under: Content , Social Media.

Social Media 100

Social Media Buy Media Pricing 100

Digital B2B Marketing

MARCH 15, 2012

Traditionally, inbound marketing has been functionally defined as the combination of search, social and content. Content Is at the Core Content strategy and development is core to inbound marketing. Your content is what makes finding you valuable. The content may be valuable, but the experience is degraded.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 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. Here are places the change should be reflected: Product Roadmap: The roadmap should reinforce Triberr is more than a way to syndicate your content through other people.

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 9, 2012

The problem is thought leadership has become a catchall for any marketing that includes content. Thought Leadership Isn’t About You Marketing organizations are instinctively focused on their product, message and position. Real thought leadership needs to exist on its own, independent of your company and product.

Thought Leadership 100

Thought Leadership Wikipedia Paid Search Agency Blogger 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

JUNE 26, 2012

Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. Or are you referring to a twitter strategy that includes your autoresponder rules, mass following tool and autoshared content sources? Your product name? Recognition of brand or product attributes?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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. Recommendation engines allow companies to surface the best product or information, based on your history, profile and activity from other customers or visitors. Our refusal to be content.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

OCTOBER 6, 2011

It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The problem is, you only see how people respond to your content and your offers. In addition, some B2B publishers are considering selling data about content consumption on their properties.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 6, 2011

It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The problem is, you only see how people respond to your content and your offers. In addition, some B2B publishers are considering selling data about content consumption on their properties.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 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

JUNE 30, 2011

On the other are Twitter streams full of conversations in the public stream and sharing of others content. Without high doses of nutrients pushing extreme levels of growth or supplemental potassium adding bulk without nutritional value, the resulting product is more valuable. How do we label the difference? Organic Uses Natural Inputs.

Social Media 100

Social Media Organization Terms and Conditions 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. Observed behavior, including the marketers website, content and email, as well as social media and other observable behavior.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 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. 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

Digital B2B Marketing

NOVEMBER 10, 2011

I do not want you to buy my product. I do not even want you to use my product. I want other people to buy and use my products and services because of you. Influencer marketing is fundamentally different. 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

I do not want you to buy my product. I do not even want you to use my product. I want other people to buy and use my products and services because of you. Influencer marketing is fundamentally different. So how do you plan and measure an influencer marketing program?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

FEBRUARY 12, 2013

Does content marketing work for local businesses? People that say “no” tend to say it doesn’t work anymore because behavior is changing (newspaper), it doesn’t work because their audience doesn’t use it (social media) or it doesn’t work because it doesn’t reach their audience (content marketing).

Social Media 100

Social Media Media B2B Case Study 100

Digital B2B Marketing

FEBRUARY 21, 2012

Hubspot : In classic Hubspot style, Hubspot’s boards are all about content. However, Eloqua and Marketo, both generally early adopters in content marketing areas, remain notably absent on Pinterest. Here are three of the better B2B marketing examples I found. I believe there is.

B2B Marketing 100

B2B Marketing Branding Brand Identity B2B 100

Digital B2B Marketing

JULY 11, 2013

PR, analyst relations, content marketing, events, social media, even internal marketing, can play important roles in establishing your brand. Improving awareness and perception of your product, brand or company increases the leads across all sources. Branding doesn’t necessarily mean advertising either. This list goes on.

Lead Generation 100

Lead Generation Lead Ranking Lead Scoring Generation 100

Digital B2B Marketing

NOVEMBER 6, 2012

Perceptions are created by experience with your products, service and people, through what other people say about you (even competitors) and through your own marketing. B2B Marketing’s Lead Generation Focus B2B marketers are pitching white papers, webinars and other content at every turn. Of course you do.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

JUNE 28, 2012

Focusing on how marketing contributes will position your company to have more meaningful and productive relationships with customers. Marketing’s first stepping stone is getting attention , using advertising, content marketing or any other tools at their disposal.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 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. Filed under: Content , Demand Generation. Claims like these are so broadly used in marketing they have become cliche and have lost nearly all meaning. The answer is to show me your solution. As a buyer, I understand that.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 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. Eloqua has an active voice on the entire spectrum of content marketing. Omniture (now Adobe) wants to be a leader on driving business results with digital marketing, not just measurement. Be an Expert.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100