Digital B2B Marketing

SEPTEMBER 22, 2011

I could read them for hours, choosing different paths and seeing each outcomes unfold. However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. Make Choices Specific and Different. B2B buyers are well educated adults.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

OCTOBER 29, 2013

I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. However, if we list the answers differently, we might get a significantly different result. When you look at the sample audiences, they are vastly different. Turn Stats Upside Down.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

FEBRUARY 7, 2012

Belieavable Encourages Personality Today, brands need to engage, not broadcast. Personality creates more memorable conversation, and brands are no different. Being believable requires having a personality (or even lack of one!) It requires identifying a well rounded image you will project and never veering from it.

Social Media 100

Social Media Media Broadcasting Social Marketing 100

Digital B2B Marketing

SEPTEMBER 10, 2013

How much do the different options cost and when are they most appropriate? You are promoting a one-off event, such as a webcast or local in-person event, and the additional available reach is key. So should you rent, buy or build an email list? This guide will get you started. Buying a B2B List.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

NOVEMBER 10, 2011

Influencer marketing is fundamentally different. Influencers can range from individuals recognized within their personal networks for their expertise or opinion to journalists and analysts that may move an entire market. Each type of influencer has different limits in how they will use their influence.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

Influencer marketing is fundamentally different. Influencers can range from individuals recognized within their personal networks for their expertise or opinion to journalists and analysts that may move an entire market. Each type of influencer has different limits in how they will use their influence.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

DECEMBER 1, 2011

Beyond the unscientific nature of the two surveys, they are different audiences. However, my personal network is heavily skewed towards people in online marketing. The difference shows why it is so important to focus on your target audience. Get Out of Your Bubble!

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

DECEMBER 1, 2011

Beyond the unscientific nature of the two surveys, they are different audiences. However, my personal network is heavily skewed towards people in online marketing. The difference shows why it is so important to focus on your target audience. Get Out of Your Bubble!

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

MARCH 21, 2012

Data about who we are, what we like, what we buy and where we go will drive personalization of marketing even in environments that today we do not consider personal. Eighteen years from now, privacy will be a very different debate.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

OCTOBER 25, 2011

timeline, you see links from two different sites, the Portland Business Journal and Oregon Sustainable Business. The same person is likely managing Twitter for both sites’ accounts. The same person was handling social media for small parts of both AT&T and Verizon. However, when you look at their public bit.ly

Social Media 100

Social Media Traffic Media Twitter 100

Digital B2B Marketing

FEBRUARY 21, 2012

Turning to the broader pool of B2B marketers, the situation is significantly different. The most notable element isn’t the silence, it is the personal accounts sitting on what could be brand pages. Individuals and brands are claiming the same space.

B2B Marketing 100

B2B Marketing Brand Identity Branding B2B 100

Digital B2B Marketing

APRIL 25, 2012

One of my personal goals in social media is to engage with people interested in modern B2B marketing. Your standard for sharing through Triberr should be no different than your overall standard for sharing. No, despite the reputation Triberr has with some people, these points are not contradictory. Share sparingly. Take time to engage.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

JUNE 4, 2013

Rather than base this list on published benchmarks, which often don’t reflect the differences in program costs or quality, this list is based on my own personal experience and on conversations with other marketers. Your additions and feedback is welcomed.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 1, 2011

When you find content you REALLY like, you have to share it differently, emphatically stating how great it is to differentiate it from the only OK content you shared before. (ie If it is not worth mailing to at least one person, STOP. ie “LOVE this post! …&# or “+100 RT …&# ).

Social Media 100

Social Media Media Content Rules 100

Digital B2B Marketing

JULY 7, 2011

When presented with the same rational arguments, another person may have a different belief, and the ensuing discussion can quickly become emotionally charged. Beliefs are not absolute. A rational process may shape or support our beliefs, but they are still beliefs. Our beliefs are emotional! Emotion is the root of business needs.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

APRIL 20, 2016

Or to put it a little bit differently, how do all of these companies most of us have never heard of know where we all work? Half a million impressions a month isn’t unreasonable (that is an average of just 5 impressions per person per month), which could cost $10,000 a month for a significant presence in front of the target company.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 100

Digital B2B Marketing

NOVEMBER 7, 2013

Apparently, then its different. Like most companies using favorite spam, a quick scroll through the favorites makes it clear a person isn’t behind the system. I noticed Lattice Engines’ behavior a few weeks ago when they favorited at least 6 different tweets linking to a single post of mine. Twitter Favorite Spam.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

MARCH 4, 2014

On LinkedIn, publishing is tied to an individual’s personal account. Someone who could publish personal interest articles in the future. A single executive can develop a personal following that benefits the company. If one person leaves, there is a smaller audience impact. Someone who could leave the company.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

OCTOBER 17, 2016

Meanwhile, another person actively researching a solution barely touches your content. These are different people, we should expect different behavior! They will download a dozen reports looking for one nugget of information. They may rely more on peers or third-party perspectives. But as a prospect?

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

AUGUST 19, 2011

Filters change the list/follow/unfollow decision, giving you more control over the tweets you see from each person. The difference in the stream of a single person may be minor, but across even 50 people, filters can be the difference between a stream of noise and a source of content and conversation.

Twitter 100

Twitter Work Management CAN-SPAM Social Media 100

Digital B2B Marketing

JULY 31, 2013

App Statistics From a Different Angle. Now let’s look at these stats a bit differently. The average person is not using 99.999% of apps. Flurry’s data shows that the average user launched 7.9 apps per day in Q4 of 2012. The average smartphone has 41 apps installed. Or approximately 0.005% of the available apps.

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 100

Digital B2B Marketing

JUNE 18, 2014

I have no interest in personal international travel. Below are a series of screenshots with that include data on my income and age according to different data companies. I’m not looking at luxury cars (although if you have a deal on a ~10 year old 4×4 pickup I might be interested). I’m not dieting (not even close).

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

JUNE 26, 2013

To handle these contacts and the ones you may already be nurturing successfully today, here are seven different types of prospect nurture programs you need to create. Long-Term Nurture Programs. These programs reach potential prospects that are not in market today and may run for years. Active Prospects.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 17, 2013

You create numerous versions for different audience segments, multiple triggered email streams and possibly even personalize your send times. You are a significantly better email marketer than you were a few years ago and you put a lot more effort into it as well.

Facebook 100

Facebook Television marketing Brand Identity Branding 100

Digital B2B Marketing

MARCH 28, 2011

Every day, new connections are formed based on common interests instead of existing personal connections. But that is no different than most networking events. In doing so, Twitter is the first major social media platform that doesn’t merely extend existing connections. Twitter creates brand new social connections.

Twitter 100

Twitter Social Marketing B2B Marketing Broadcasting 100

Digital B2B Marketing

JUNE 5, 2012

Has your personal experience with social media increased your perception of its marketing value? Further proof that marketers are different: The infographic below, originally created by Heat, highlights just how extreme some of the differences are. The differences are extreme.

Opinions 100

Opinions Adwords Paid Search Agency Banners 100

Digital B2B Marketing

APRIL 6, 2011

Maybe its time to champion personal involvement in social media first. That said, it was notably different from most events in the absolute silence, other than the two of us. They will not engage. They won’t understand the social side of social media, and it will clearly show. B2B marketing thought leaders champion social media.

Social Marketing 100

Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

SEPTEMBER 19, 2011

My secret personal wish list at the launch of this blog: I hoped to have 10,000 page views in my first year (I hit that in less than six months), and I thought it would be cool if my Klout score could get to 40 (it is in the 60′s today). My objectives when I started this blog included a personal one: become a better writer.

Social Media 100

Social Media Media Paid Search Agency Twitter 100