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. This is your preference segment. In social media, your interaction and content must focus on your preference segment. Your position may alienate some.

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Digital B2B Marketing

AUGUST 23, 2011

In social media, marketers buy attention with promotions or discounts. And research shows consumers expect this from marketers. 44% connect with brands on Twitter for discounts (source). The problem is, buying attention is an old school mindset, plopped into a new communication paradigm.

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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. You need to take targeting and segmentation well beyond industry, role or previous responsiveness to your marketing.

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Digital B2B Marketing

JULY 24, 2012

If you profile companies instead of only contacts (and you should), segment your list of companies the same way you do in your nurturing and outbound email programs, delivering the most appropriate message or content to every company, even if they are not. With this capability, will privacy be an issue.

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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. Instead, personas should be like a caricature: immediately recognizable while focusing on the defining characteristics of each segment.

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B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

AUGUST 14, 2012

Rather than targeting an audience based on various characteristics, CRM retargeting allows you to target segments of your CRM database with online ads. One of the emerging trends in online advertising promises to make this possible. Here are just a few of the more obvious and interesting applications: 1.

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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.

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