Digital B2B Marketing

JUNE 23, 2011

The biggest factor driving the changes in today’s buyers is the accessibility of information technology has enabled. This change has turned demand creation upside down. In the past, your prospect held the budget cards and you held the information cards. Today, buyers hold the budget cards and the information cards.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

DECEMBER 20, 2011

The content you are using for lead generation is expected to be valuable, you only need to establish the information’s relevance to the audience. Not only do people trust the information will be valuable, they believe it is information they need to have to stay on top of their category.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

MAY 17, 2012

Nearly every B2B publisher offers lead generation under a broader heading of demand generation. Here is a hypothetical, yet very realistic, snippet of a conversation with a publisher: Marketer: We are looking for demand generation opportunities that will deliver leads for sales. Actually creating demand is completely ignored.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

MAY 3, 2012

In enterprise technology, publishers like IDG , Information Week and TechTarget have nearly turned these programs into a science, with guaranteed leads volume and a myriad of filtering and qualification options driven largely by email and newsletter promotions. Conversely, advertising puts your message in front of your audience.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. Brand advertising will shift towards demand. Demand generation 9. Marketers goals will shift from capturing leads to nurturing contacts in order to create demand. Content Marketing 1. Name recognition will rule.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. Brand advertising will shift towards demand. Demand generation 9. Marketers goals will shift from capturing leads to nurturing contacts in order to create demand. Content Marketing 1. Name recognition will rule.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MARCH 25, 2011

Curating content reduces the burden of original content creation , allowing marketers to pull from the best information available for their audience, regardless of source. Extreme Expectations Audience demands are higher than ever. That is one of your objectives, right? Good is no longer good enough. Views expressed are my own.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

FEBRUARY 13, 2012

Today, there is another opportunity to shift the economic model and redistribute the margins that have been earned through information arbitrage. The Role I Want I want to work with a Demand Side Platform, the technology at the heart of making modern media buying possible for advertisers and agencies. It is about real data now.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 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

MAY 9, 2011

Between companies sharing their own cases on sales and marketing alignment and the planning frameworks, examples and data from SiriusDecisions analysts, it was a three day information firehouse. Marketing delivers information, answers questions, provokes thoughts and sparks ideas with content.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

JULY 11, 2013

However, if they already know and respect your company, they are far more likely to give you the courtesy of a couple minutes and information that may be valuable down the road, even if they are not ready to purchase today. Branding Demand Generation Brand branding lead generation' Increased Site Traffic. Higher Registration Rates.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

APRIL 20, 2011

You are selling it for contact information. It is valuable information, convey that on your registration page. Include additional information for someone on the fence about buying it and clearly state that you protect and do not share contact information. It immediately looks like it is out-of-date information.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

Digital B2B Marketing

OCTOBER 29, 2013

Assume that information is less favorable than what the marketer has chosen to present. Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). Hat tip to Ardath Albee for information on the Passle sample audience. Learn How The Questions Were Asked.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

JANUARY 31, 2012

Sales Readiness If marketing is driving demand for a new offering but sales is not ready to close on opportunities, the immediate impact of your effort will be lost. As buyers take on more of the burden of research and education, sales must be ready to followup with a conversation that is relevant to a more informed buyer.

Business 100

Business B2B Sales Paid Search Agency Startups 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Will B2B marketers embrace buyers that spend 60% of their time before engaging with the company or will they continue to focus on the traditional registration process and capturing contact information? Filed under: Content , Demand Generation , Social Media. Share your view below or with me on Twitter ( @wittlake ).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Filed under: Content , Demand Generation. Ideally, your content is easily discovered, naturally making you and your content a resource. But how do people find your content?

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 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. This week Marketo announced that AdRoll, a provider of retargeting ads, is part of their LaunchPoint ecosystem. Your Turn This is one possibility.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

SEPTEMBER 11, 2012

One of the places this truth is on stark display is when media companies attempt to balance the demands and expectations of advertisers and users. We Pledge To Give You Control Of The Information Used To Target Paid Tweets Did we mess up and decide you are interested in topics you really are not interested in?

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

OCTOBER 6, 2011

Hubspot is a great example of a company becoming an information source in a category. Filed under: Demand Generation. Purchasing data can fill in a slice of your current blind spot with activity from one or more major category publications. Publishing. I work with B2B clients on media and integrated marketing programs.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

DECEMBER 2, 2013

Instead create a nurture stream, which at its simplest is just a series of relevant emails with additional content or information sent over the following days or weeks. Demand Generation Media lead generation marketing automation' (Actually, no one should be, but that’s a topic for another article).

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

MAY 24, 2012

Scoring leads, establishing marketing automation, building thought leadership, creating demand… it isn’t easy. Today, case studies, award submissions and product information are ripe with claims that stretch the truth to the breaking point. B2B marketing can quickly become complicated. Unfortunately, probably not.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Digital B2B Marketing

JUNE 14, 2012

Up until here, this is hopefully information you already have. Examples: Eloqua has done a great job of focusing on content marketing as a topic, a priority for the demand generation marketers who are driving adoption of marketing automation platforms. Where do the line up exactly?

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 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. The result is a single content marketing program that is expected to both deliver leads and drive demand.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

MAY 31, 2012

You have seen the registration forms that go on and on, asking for information about an individual’s role in the buying process, project budget, timeline and more. Individuals simply are not willing to share this much information , and sometimes they do not expect to share any information at all.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

AUGUST 23, 2012

Your lead scoring is excluding a valuable segment of your audience and you have the information you need to identify the issue! Explicit provided information, such as a timeframe to purchase, role in the purchase process or existing solutions. Let’s look at lead scoring, personas, and the connection that needs to be made.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

JULY 3, 2012

It Starts with Attention If you consistently discover and share information and in doing so, become a better way for people to get the information they want or need, you are providing a valuable service. As long as you continue to be a better way for those people to get the information you share, you will keep their attention.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

MAY 22, 2012

Doing it effectively requires creating content prospects want in a format that is easy to engage with while capturing the information you need. Informing Is Not Selling Your content should solve your prospects problems, not deliver a sales pitch. Key Takeaway: Use your content to educate and inform, not sell.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Your Turn Will B2B marketers embrace buyers that spend 60% of their time before engaging with the company or will they continue to focus on the traditional registration process and capturing contact information? Share your view below or with me on Twitter ( @wittlake ).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

JANUARY 19, 2012

To maximize the traffic benefits, you need the Google+ account that shared the information to be an account your audience trusts. Of course Ford Motor Company has shared information about the new Ford vehicles and Ford.com. A brand’s recommendation doesn’t create an endorsement.

Google 100

Google SEO Brand Identity Branding 100

Digital B2B Marketing

MARCH 19, 2012

Rallying an organization accustomed to producing product information sheets, webcasts and white papers around creating content that is optimized for search, easy to consume, timely and worth sharing is a difficult organizational change. The New Inbound Marketing Content Requirements. Timely Content is a Key Opportunity.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

DECEMBER 6, 2011

Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? and GetCurata can bring content you find onto your site. If you regularly share via Twitter, consider Twylah also. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? and GetCurata can bring content you find onto your site. If you regularly share via Twitter, consider Twylah also. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

OCTOBER 6, 2011

Publishing Hubspot is a great example of a company becoming an information source in a category. Purchasing data can fill in a slice of your current blind spot with activity from one or more major category publications.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

AUGUST 14, 2012

For more information, see how to keep your retargeting campaign from becoming creeping. A Cautionary Note Like any program that targets individuals, CRM retargeting has the potential to become obnoxious. Don’t let this, or any other program, turn your online advertising program into a creepy stalking campaign.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

DECEMBER 19, 2013

Time and time again, B2B marketers fall prey to a wonderful sounding sales pitch for their demand generation plan that goes something like this: “We use 100′s of data points and sophisticated technology that optimizes every single impression in your campaign. But it isn’t ready yet for today’s B2B marketer.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

FEBRUARY 17, 2014

This will provide air cover and soften the market for our demand generation campaign.” You were never really focused on demand generation, your real focus was lead generation. Consider this: is the difference between 50% and 53% awareness really going to make that big of a difference in your demand generation results?

Advertisements 100

Advertisements Advertising Brand Identity Branding 100

Digital B2B Marketing

SEPTEMBER 6, 2012

Your favorite TV shows are recorded or are available on demand, conveniently available anytime you want. Google and Wikipedia have put information on nearly any subject just a keystroke or click away. Let Your Audience Control Access With DVRs and Video On Demand, we look for the content we like and we expect it to be easy to access.

Work Management 100

Work Management Content Marketing Wikipedia Marketing Management 100