Digital B2B Marketing

JULY 31, 2012

Creating Demand Today, too many marketers are focused on a lead, or a contact record in their database that meets certain criteria. Demand generation , in contrast to lead generation, requires changing what is in your buyer’s mind, not what is in your database.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

MAY 20, 2014

Let me know in the comments below or on Twitter ( @wittlake ). Demand Generation DemandGen Reports lead generation marketing automation' If not, is it because you don’t give most companies the opportunity to put multiple forms in front of you over time? Photo Credit: Phil Manker via Flickr cc. (It

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

JULY 21, 2011

Comment below or share your reaction with me on Twitter. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Content , Demand Generation. About Eric Wittlake. I am a digital and B2B marketer with a background in online media and analytics.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

JUNE 4, 2013

Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch. To make this list, tactics must be cost effective, measurable and scalable. In addition, they need to offer sufficient targeting for the broader marketing efforts of many mid-sized or large enterprise marketers. Direct Mail.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

OCTOBER 6, 2011

Share your thoughts in the comments below or with me on Twitter ( @wittlake ). You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Demand Generation. About Eric Wittlake. I am a digital and B2B marketer with a background in online media and analytics.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

JULY 7, 2011

This post was sparked by a spirited, and at times emotional, debate during the #bizforum chat on Twitter yesterday evening. Share your belief in the comments below or with me on Twitter. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. About Eric Wittlake.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 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. Underlying the new demand generation activities will be two key changes. Avaya’s widely cited case of a $250,000 sale via Twitter is a great example.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

JUNE 16, 2011

Share your perspective in the comments below or with me on Twitter. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Branding , Demand Generation , In Theory. About Eric Wittlake. I work with B2B clients on media and integrated marketing programs.

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

MARCH 25, 2011

Most Twitter lists are examples of curating sources, not content. Say 100 is an excellent list of 100 individuals, curated by category thought leaders including Seth Godin and Clay Shirky. Good is no longer good enough. Today, success requires being the best at meeting the needs of your specific, focused audience.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

JULY 14, 2011

Share your view or your experience with thought leadership marketing in the comments below or with me on Twitter. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Branding , Demand Generation , Rants. About Eric Wittlake.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 19, 2013

Categorize all contacts from your programs into three groups: Contacts that meet your target company and contact criteria. if your target title is the Director of IT Operations, based on the available data across sources and normal variations in titles and roles, you might use Director or above in an IT role). Contacts Delivered.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Ranking Lead Scoring 100

Digital B2B Marketing

FEBRUARY 13, 2012

If marketing needs to serve and respect the audience (as I say in my Twitter bio), then in the case of DSPs, marketing will serve the audience by educating marketers about the doors DSPs open for them and where the industry is going. Share your perspective on modern media buying in the comments below or with me on Twitter ( @wittlake ).

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

JUNE 23, 2011

You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Filed under: Branding , Content , Demand Generation , Media , Mobile , Social Media. I am a digital and B2B marketer with a background in online media and analytics.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

OCTOBER 29, 2013

Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). However, if we list the answers differently, we might get a significantly different result. Consider the following list of choices: A. Lead generation. Brand awareness.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

DECEMBER 22, 2011

Demand generation 9. Marketers goals will shift from capturing leads to nurturing contacts in order to create demand. Let me know in the comments below or on Twitter ( @wittlake ). This shift will extend nurturing from email and phone into advertising and social media in order to nurture earlier stage contacts.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

Demand generation 9. Marketers goals will shift from capturing leads to nurturing contacts in order to create demand. Let me know in the comments below or on Twitter ( @wittlake ). This shift will extend nurturing from email and phone into advertising and social media in order to nurture earlier stage contacts.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2013

The content you choose, and the way it is presented, needs to uniquely appeal to your target audience. Content that guides prospects looking to create a short list of solutions can be particularly effective in these programs. Content publishers provide is generally early stage. Sponsored Content.

Lead Generation 100

Lead Generation Budget Programs Lead Ranking Lead Scoring 100

Digital B2B Marketing

NOVEMBER 15, 2012

This lets you take the demand generation or nurture program, for instance, and “send banners” to the same people you are sending emails too. Share your view in the comments below or with me on Twitter ( @wittlake ). Given the opportunity, Madison Avenue will do amazing things with these capabilities.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

JUNE 14, 2012

To broadly improve your visibility within your market, you need to focus this content marketing initiative on the priorities your target audience has when they are not in market for or considering your solutions. In most cases, it will not, particularly the more senior your target audience is and the more specific your solution is.

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

MAY 1, 2012

Here are social platforms to consider: Twitter StumbleUpon Digg Slideshare YouTube Facebook LinkedIn Although Facebook and LinkedIn may be core to your long-term inbound marketing program, you cannot emulate organic social media sharing with paid programs on these sites nearly as well.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

MAY 29, 2012

B2B marketing discussions on Twitter and blogs have a tendency to focus on singular topics, such as Twitter, marketing automation , or lead generation , as if they are right for everyone and we just need to do them well. Your Turn Do you also see the one size fits all discussion of specific solutions in blogs and on Twitter?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Facebook, Twitter, Google+, LinkedIn and various niche platforms will be potential ways to nurture prospects, in the environment each prospect chooses. Share your view below or with me on Twitter ( @wittlake ). This look at the new buyer and the implications listed above will continue in additional posts over the coming weeks.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

FEBRUARY 16, 2012

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. Instead, lead generation and demand generation work together in sequence.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

DECEMBER 6, 2011

If you regularly share via Twitter, consider Twylah also. Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? Share your advice in the comments below or with me on Twitter ( @wittlake ). 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

If you regularly share via Twitter, consider Twylah also. Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? Share your advice in the comments below or with me on Twitter ( @wittlake ). and GetCurata can bring content you find onto your site. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

NOVEMBER 7, 2013

Mass following is frowned on by Twitter and if carefully managed, your follower ratio eventually makes you look like a spammer. But what if there was a way to get more followers without paying to promote your account through Twitter, hurting your follower ratio or filling your stream with an excessive number of tweets?

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

NOVEMBER 6, 2012

Share your view in the comments below or with me on Twitter ( @wittlake ). Thank you to Casey Carey ( @caseycarey ) and Michael Brenner ( @brennermichael ) for a twitter exchange that inspired the overall topic for this article. What perception is today’s marketing creating? Photo Credit: Day 55/365 by ?ah33l ah33l on Flickr.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

MARCH 19, 2012

Marketers Have Only Tapped the Surface of Inbound’s Potential Steve Cassady ( @stevecassady ) shared a great example of using targeted social media to trigger conversations (his example is included in the chat summary below). Join the Discussion Join #B2Bchat every Thursday at 8:00 PM Eastern time on Twitter.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

JULY 17, 2012

If so, I would love to hear your perspective in the comments, on Twitter ( @wittlake ) or by email. It is time to stop dismissing marketers that do it “their way” and start embracing effective marketing, whatever the method. Your Turn Do you believe selling B2B solutions based in part on price is always a bad idea?

Pricing 100

Pricing Price B2B Sales Differentiation 100

Digital B2B Marketing

MARCH 5, 2013

Do you see B2B marketers get caught in the lead generation trap, striving to deliver more volume to support growth every year? Share your observations in the comments below or with me on Twitter ( @wittlake ). Photo Credit: archer10 (Dennis) via Flickr cc.

Lead Generation 100

Lead Generation Lead Ranking Lead Scoring Generation 100

Digital B2B Marketing

JULY 3, 2012

Share your experience in the comments below or with me on Twitter ( @wittlake ). Your Turn What role does curation play in your marketing, and what do you do with the attention your curation activity earns?

Curation 100

Curation Lead Ranking Lead Scoring Thought Leadership 100

Digital B2B Marketing

MARCH 7, 2012

Share your perspective in the comments below or with me on Twitter ( @wittlake ). Your Turn Does this definition of inbound marketing capture the opportunity or do other elements need to be added? This definition means changes!

Inbound Marketing 100

Inbound Marketing Customer Satisfaction Curation Broadcasting 100

Digital B2B Marketing

APRIL 2, 2013

Tactics like buying branded search terms or running retargeting campaigns are particularly cost-effective on paper because only target people who have already shown a level of interest or familiarity with your solution. Sweeping up late stage contacts. In short, they get the benefit of much of the work your other marketing efforts did.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

AUGUST 23, 2012

In Summary If your personas and lead scoring rules are like those of most B2B marketers, you are missing an opportunity to identify segments of your target audience that are interested in your solution but will not provide the explicit information or exhibit the behavior needed for marketing to pass them on to sales.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

MAY 31, 2012

Share your view in the comments below or with me on Twitter ( @wittlake ). Your Turn What will it take for marketers to change their approach to registration? What marketers are already making this change successfully? Thank you to Colin O’Neill for the Million Dollar Analyst Report graphic.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

MAY 22, 2012

Share your opinion or experience in the comments below or with me on Twitter ( @wittlake ). Since 81% start looking for content through search, someone else’s content is just a click away. Your Turn How else do marketers turn away prospects? You can view the full slidedeck of results from DemandGen Reports here on Slideshare.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

OCTOBER 6, 2011

Share your thoughts in the comments below or with me on Twitter ( @wittlake ). Your Turn What ways have you found to check your blind spot? What other opportunities do you see in the market today to check your blind spot?

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100