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 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. Yeah, right.

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 100

Digital B2B Marketing

NOVEMBER 17, 2011

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. Build your marketing plans on your strategy.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. Build your marketing plans on your strategy.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 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

APRIL 30, 2012

View on Pinterest Not only are the trends towards digital, social, mobile and content changing the B2B marketing landscape, the roles of agencies, publishers and marketers in that landscape are blurring as well. Own It More than ever, you need to own and enforce your overall strategy. Please share your additions in the comments below.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

JUNE 4, 2013

Inbound or Content Marketing. When used with content promotions, email continues to be a cost effective channel for marketers that need more granular targeting. Strategy Uncategorized banners content marketing demand generation direct mail Email event marketing inbound marketing lead generation search social media'

Paid Content 100

Paid Content Lead Generation Tactics 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. Strategy When you say strategy, or you referring to your 50 year strategic plan that considers things like the lack of potable water and the impact of peak oil on your business?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

JULY 17, 2013

You refer to your grocery list as a shopping strategy. You see a content opportunity in everything. You need a strategy for managing all your marketing strategies. You believe content is something marketers create. You attempt to type “camping” in a personal email.

Planning 100

Planning Banner Ads Banners Ad Exchange 100

Digital B2B Marketing

JUNE 23, 2011

As Michael Brenner said, Mobile Marketing is a Strategy, Not a Tactic. Set Your Content Free. You don’t produce content mindlessly and then promote it with a compelling description just to get a registration. Your content was designed to benefit your audience and position your company favorably. Embrace Mobile.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

MAY 7, 2012

You have a clear strategy, well-defined goals and an execution plan. Creating Content Your social media plan likely calls for creating some type of content daily (hopefully), and definitely weekly. When you start, you probably have 20 or 30 pieces of content. View original on Pinterest You are ready for social media.

Budget Programs 100

Budget Programs Social Media Curation Case Study 100

Digital B2B Marketing

SEPTEMBER 27, 2012

It wasn’t because of great content. Does your strategy and infrastructure position you to respond to changes as they happen? Google search traffic was up 20% over the previous one-day high and was nearly 40% higher than the average from the prior three weeks. The increase wasn’t because of great search engine optimization.

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 100

Digital B2B Marketing

MAY 7, 2013

” This applies to emails, landing pages, links within your content and more. In Practice Strategy B2B marketing mistakes' How do you provide choice? Always provide more than one option; don’t make the only alternative “No.” Catering to a Vocal Minority. Do you listen to feedback? Hopefully, the answer is yes.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 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 Brand Identity Branding 100

Digital B2B Marketing

NOVEMBER 10, 2011

From there, you can begin to develop your strategy and plan. Here are 10 questions that will help refine your goals, the barriers marketing needs to overcome and how you can measure your campaign. What other key discovery questions would you add? How will the benefit of this influence be reflected in your business?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

From there, you can begin to develop your strategy and plan. Here are 10 questions that will help refine your goals, the barriers marketing needs to overcome and how you can measure your campaign. What other key discovery questions would you add? How will the benefit of this influence be reflected in your business?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 6, 2012

B2B Marketing’s Lead Generation Focus B2B marketers are pitching white papers, webinars and other content at every turn. It is time for marketers to get back to developing a marketing strategy and creating demand instead of capturing contacts.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 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. Only score meaty content. But at the end of the day, what are we doing?

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

NOVEMBER 8, 2012

As investment shifts, we will see at least three changes that drive up the cost of inbound marketing: More Content. When more content competes for attention, marketers need to produce more content, produce higher quality content or invest more in promoting their content in order to get the same attention.

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 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

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

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

MAY 12, 2011

You have fallen off the (strategy) wagon and you need to get back on. You have a clear marketing objective, but you do not have a single strategy that ties all of you activity together. Without a clear strategy, built on your marketing objective, marketing flounders. A content assortment. Conflicting messages.

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Act-On Paid Search Agency 100

Digital B2B Marketing

JANUARY 3, 2012

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. Step away from your own marketing plan and look at your marketing through your audience’s perspective.

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

FEBRUARY 9, 2012

The problem is thought leadership has become a catchall for any marketing that includes content. He made some great points in his call to end the use of the phrase thought leadership, but ultimately I disagree with his conclusion. We don’t need to stop using the phrase, we need to start using it right.

Thought Leadership 100

Thought Leadership Wikipedia Paid Search Agency Blogger 100

Digital B2B Marketing

JUNE 28, 2012

Marketing’s first stepping stone is getting attention , using advertising, content marketing or any other tools at their disposal. Capture Attention Without someone’s attention, your business cannot develop a relationship.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 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. 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

NOVEMBER 1, 2012

Inbound marketing has captured the attention of B2B marketers, and no wonder. According to Hubspot, leads from inbound marketing cost 62% less than leads from outbound marketing. However, opinions and knowledge of inbound marketing vary widely among B2B marketers.

Inbound Marketing 100

Inbound Marketing Allocation Opinions Marketing & Strategy 100

Digital B2B Marketing

JANUARY 20, 2014

Yes, B2B marketers are doing a few things well when it comes to using data: B2B marketers are increasingly adopting marketing automation and using past behavior to deliver more relevant content. Your site and content represent a tiny fraction of the time your prospects spend online. Photo Credit: dret via Flickr cc.

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

FEBRUARY 17, 2014

” Theory, benchmarks and the wisdom of the marketing crowd would indicate that you have a sound strategy. Unfortunately, when you dig into it, the strategy doesn’t hold water. Would you have been better off with more direct mail, content promotion or telemarketing? It fails, consistently, for two reasons.

Advertisements 100

Advertisements Advertising Brand Identity Branding 100

Digital B2B Marketing

APRIL 6, 2011

Half of the content was focused on how to use social media throughout the sales cycle and the increase in demand this drives. And in a room full of marketers, Carmen Hill (a content and social strategist and my colleague at Babcock & Jenkins ) and myself were the only ones using Twitter. It was the silence of Twitter.

Social Marketing 100

Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

MARCH 14, 2013

Identifying Content to Create. Demand Media showed the potential, prior to Google’s Panda and Penguin updates, to automate the identification of content opportunities. Over the next couple years, expect to see marketing automation continue to incorporate algorithms for more complex learning and optimization.

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 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. Create Short Form Content. This content should reference the current thought leaders you identified as well as your own research projects where possible.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

DECEMBER 6, 2012

It will arrive when consumers least expect it, when their attention is focused for the content or interaction they expect. Here are just a few ways marketers will push the boundaries in the coming years. Extreme Interruption Advertising will be larger, louder and more disruptive. Your Turn Which extremes are you ready to pursue?

Internet Marketing 100

Internet Marketing Twitter Marketing & Strategy Facebook 100

Digital B2B Marketing

JANUARY 10, 2013

Case in Point: Visual Content Visual content was hot in 2012. Compared to text, visual content is brief. But graphics and images with a clear and concise point are more difficult to create and reflect the craft and skill of the creator, making good visual content stand out in a sea of crappy content.

B2B Marketing 100

B2B Marketing B2B Trends Inbound Marketing 100

Digital B2B Marketing

FEBRUARY 5, 2013

For example, what if you optimized your website content based on the average time spent on site? Marketers need their message to resonate with a significant portion of the audience. Focusing on an average value is often inappropriate for the majority of your audience.

Research 100

Research Advertising Benchmark Blast Campaigns Customer Surveys 100

Digital B2B Marketing

DECEMBER 18, 2012

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. Do you want a social business or a successful business? Engagement Every brand needs to engage the audience?

Social Media 100

Social Media Media CMO Correlation 100