Digital B2B Marketing

MAY 9, 2011

Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers. Here is my view on how a service attitude towards prospective customers underlies three of the key messages from SiriusDecisions. Aligning Sales and Marketing. Extend Alignment to Product Management and Development.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

AUGUST 14, 2012

Bring Your Lead Nurturing Program to Advertising As potential customers move through the buying process, online advertising can be tailored, delivering the most appropriate message to each potential customer. Here are just a few of the more obvious and interesting applications: 1.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

JULY 6, 2011

It also comes from corporations looking to exert control over the market and their customers to increase market share, and a slow revolt is following. These companies offer cost efficiency, but more importantly, they give customers the freedom to quickly adapt to their market. We see this change playing out today.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

OCTOBER 11, 2011

Why is content king today: Being customer-centric required moving away from creative executions as the primary way to deliver a message. Focusing on the customer requires providing something that meets their need , and content perfectly fits the bill. The problem is, conventional wisdom is average. Content marketing was not the norm.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

MAY 5, 2014

Enterprise B2B marketers spend the majority of their effort marketing to individuals that don’t have any chance to become customers. The probability of most of these people becoming customers is zero. Your marketing database is full of contacts that will never become clients. “The signal is the truth.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

Digital B2B Marketing

MAY 19, 2011

Your future customer is connecting with your current customers. Customers that have experienced your product are the ultimate reference. Due to the rise of social media and user generated content, prospects can connect directly with customers, bypassing your careful selection of reference clients.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

OCTOBER 11, 2011

Why is content king today: Being customer-centric required moving away from creative executions as the primary way to deliver a message. Focusing on the customer requires providing something that meets their need , and content perfectly fits the bill. The problem is, conventional wisdom is average. Content marketing was not the norm.

Marketing Automation Services 100

Marketing Automation Services Content Differentiation Paid Search Agency 100

Digital B2B Marketing

JULY 10, 2012

Publisher-based Content Syndication Publishers are well positioned to deliver programs that include advertising, custom content and unique promotions in addition to content syndication, giving marketers significantly more options. Many networks can also offer advertising and custom programs.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

MARCH 7, 2012

According to Hubspot , a leader in inbound marketing, the definition of inbound marketing is “ marketing focused on getting found by your customers. It definitely is “marketing focused on getting found by your customers,” and it is an effective marketing tactic, but it isn’t inbound marketing. Social media?

Inbound Marketing 100

Inbound Marketing Customer Satisfaction Curation Broadcasting 100

Digital B2B Marketing

AUGUST 30, 2012

In fact, it makes me, once a potential customer, reconsider if I should even do business with you. If that is too hard… Ask Customers and Prospects for Feedback : Dropping your biases and putting yourself in their shoes is hard. Your marketing makes me dislike you. I am simply one more individual that did not buy.

ROI 100

ROI Autoresponders Advertising Agencies Correlation 100

Digital B2B Marketing

JUNE 28, 2012

Marketing Isn’t About Relationships Marketing is tasked with reaching the masses, even when the masses are just your 500 customers in the niche market you serve. Focusing on how marketing contributes will position your company to have more meaningful and productive relationships with customers. Photo by Natesh Ramasamy.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

OCTOBER 18, 2012

Here are three of Demandbase’s capabilities that I believe are particularly interesting for B2B marketers: Customizing creative. Beyond just targeting, Demandbase allows creative to be customized to every company. Create custom target lists. This post reflects my own opinion and perspective only.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

AUGUST 22, 2013

And prospects that work with your competitors don’t go through their day terrified, while your customers sit on cloud nine popping bonbons all day. The solution: Don’t rely on salespeople and executives for insight, or even on customers. Don’t just focus the discussion on views of your category or company.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

NOVEMBER 29, 2012

Just a few years ago, similar information flows required custom software that was installed at very few endpoints, required knowledge of acronyms like EDI and almost always identified a computer or terminal, not an individual. The various platforms we have today can be used for a wide range of purposes.

Work Management 100

Work Management Marketing Management Social Networks Social Media 100

Digital B2B Marketing

MAY 7, 2013

Focusing on Your Campaign Idea Over Your Customer. Trying to Control Your Customer. If you can’t answer yes to both questions, it’s clearly a random act of marketing, not part of your integrated plan. Yes, your campaign idea is excellent, but it was meant to be a way to connect you with your audience.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

JUNE 16, 2011

How do you, as Michael said, “create communities of customer advocates and evangelists&# ? No one is excited to work with a company that merely meets their expectations, and you need more than just a customer. You need customers that are so satisfied they simply cannot contain their surprise and excitement.

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

JANUARY 31, 2012

Products that are released before they are fully tested, if sold, undermine the trust sales has developed with your customers. The end result is an unhappy customer and a broken sales relationship. Product and Service Readiness Similarly, sales cannot sell an offering that your are not ready to deliver on. New Releases.

Business 100

Business B2B Sales Paid Search Agency Startups 100

Digital B2B Marketing

NOVEMBER 21, 2013

However, with a custom filter you can capture and store the referring domain for later reporting. Below is a screenshot of the custom Google Analytics filter I am using to capture this information. If you use Google Analytics, you can’t see the referring URL if tracking codes have been added to a URL.

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 100

Digital B2B Marketing

AUGUST 19, 2011

However, based on a number of recent conversations I have had on Twitter and Google+, many Twitter users are overlooking a significant tool to customize their channel and reduce noise: filters. We each build our own communication channel on Twitter, choosing who to follow and list. If your Twitter stream clogs up every evening with [.].

Twitter 100

Twitter Advertising Channels Google Conversion 100

Digital B2B Marketing

AUGUST 16, 2011

Twitter is not a communication channel, it is a platform that allows each of us to create and evolve our own custom communication channel. If Twitter is not working for communication, it is not a problem with Twitter. As a platform, Twitter is developing and our behavior reflects its infancy, with the full spectrum of [.].

Twitter 100

Twitter Advertising Channels Social Media Facebook 100

Digital B2B Marketing

NOVEMBER 29, 2011

The sales team calls on every mid-sized and large customer and meet with most in person regularly. But what if your focus is providing excellent service and going above and beyond to support your customer’s business? This company’s marketing consists of a catalog. But what if you are already reaching them?

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 29, 2011

The sales team calls on every mid-sized and large customer and meet with most in person regularly. But what if your focus is providing excellent service and going above and beyond to support your customer’s business? This company’s marketing consists of a catalog. But what if you are already reaching them?

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

FEBRUARY 4, 2012

Here is how QuinStreet introduces themselves on their website: From QuinStreet’s Who We Are page: “Our reputation is built on results after consistently delivering to our clients the right inquires from qualified customer prospects at the right volumes.” ” In other words, QuinStreet is a lead generation company.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JANUARY 10, 2012

Here are three organizational issues for marketers identified by IDC (via a DemandGen report, link at the bottom of this post): No central ownership of customer data and data acquisition. The business sees a huge repository of customer and prospect data it believes is valuable for email marketing.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 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. Extreme Value.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

AUGUST 23, 2011

For social media to become an important part of the marketing mix and create loyal customers, it cannot continue to rely on tactics that reinforce consumer price sensitivity. Social media marketing cannot overcome a consistently poor customer experience. Your product must deliver a great experience for your preference segment.

Social Media 100

Social Media Buy Media Pricing 100

Digital B2B Marketing

JANUARY 5, 2012

Recommendation engines allow companies to surface the best product or information, based on your history, profile and activity from other customers or visitors. On websites, they are improving information architecture to make the content, information and products they offer easier to find. I believe it is the Year of More for two reasons.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Planning 100

Digital B2B Marketing

APRIL 30, 2012

Know Your Options Today, many B2B publishers have significant custom content development practices and are developing lead nurturing capabilities as well, not to mention the search, research and creative offerings many have introduced. Every provider will look to push the boundaries of your brand and marketing guidelines.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

OCTOBER 11, 2012

Are you simply helping your customers justify the decision they already want to make? Those brands are out there in your personal live, from BMW or Louis Vuitton to Apple or Blendtec. You don’t need them, you want them. Now consider your business. Do people want to work with you?

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

JANUARY 15, 2013

But customers are adopting mobile! Apps are often a better way to deliver functionality. The drive towards improving functionality and user experience is not unique to mobile. Even Windows 8 is adopting it! Yes, just like they adopted broadband and laptops in the last decade. But mobile is local!

Cable 100

Cable Mobile Marketing Internet Marketing Display 100

Digital B2B Marketing

DECEMBER 6, 2011

Are they clients, customers or partners? Connect to your audience through their priorities, not your product offerings. Learn their Language How do they describe their problems, solutions, company, industry and clients? If you don’t know, you don’t know your audience yet.

Google 100

Google Curation Marketing Management Communities 100

Digital B2B Marketing

DECEMBER 6, 2011

Are they clients, customers or partners? Connect to your audience through their priorities, not your product offerings. Learn their Language How do they describe their problems, solutions, company, industry and clients? If you don’t know, you don’t know your audience yet.

Google 100

Google Curation Marketing Management Communities 100

Digital B2B Marketing

AUGUST 28, 2012

Service Oriented As marketers increasingly compete for attention, B2B marketers in particular are looking to stand out by being genuinely helpful to customers, prospects and the marketplace. From increasing brand awareness or to driving the sales pipeline, analysis will uncover new opportunities.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 100

Digital B2B Marketing

JULY 24, 2012

Of course, both approaches work with your email segmentation, so customers, active prospects and cold contacts can all receive the most appropriate messages. Now you can extend this approach to people that are not opening your emails regularly as well by building a pool of individuals for targeting using email addresses.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

NOVEMBER 15, 2012

Incorporation of Dynamic Creative Creative platforms like Flite allow advertisers and agencies to customize creative on the fly. As marketers continue to create content, dynamic creative platforms that can build the most appropriate creative in real time will remove limitations imposed by creating and managing more creative.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

JULY 16, 2012

Social media can benefit many businesses, but so can your sales team, advertising, product, customer service or supply chain management. Social media will not be the key determinate of success or failure for most businesses over the next three years. I recently spoke with an executive that sells to trucking companies.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

AUGUST 16, 2011

Twitter is not a communication channel, it is a platform that allows each of us to create and evolve our own custom communication channel. If Twitter is not working for communication, it is not a problem with Twitter. The societal norms for Twitter have yet to be established.

Twitter 100

Twitter Social Media Google Advertising Channels 100