Digital B2B Marketing

NOVEMBER 17, 2011

The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The problem is, marketing advice is prescriptive.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience. All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The problem is, marketing advice is prescriptive.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

MAY 7, 2013

The business environment, buyer behavior and competitive landscapes are changing rapidly. But what are you doing to ensure that feedback represents the needs of your entire audience, not just the most vocal minority? Just Doing What You Know Works. Business is more competitive and the bar for “ good enough ” keeps rising.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

MARCH 22, 2012

However, if you understand why elements of your marketing plans have succeeded or failed in the past , you can reevaluate them in light of the current environment. The situation is unknown and may impact any element of your plan. Keep Resources Available In business, keeping resources in the wings is a challenge.

Planning 100

Planning Course Resources Twitter 100

Digital B2B Marketing

SEPTEMBER 25, 2012

Please share how endorsements will increase the value of LinkedIn without introducing additional spam and clutter into the environment. Your Turn I hope I am wrong and I would love it if you give me hope and point out the positive in this change. The comments are yours.

Linkedin 100

Linkedin CAN-SPAM Ideal Customer Profiles Display 100

Digital B2B Marketing

AUGUST 16, 2012

In particular, look at the environment key below and map that information in the infographic. Here are 5 of the biggest infographic mistakes marketers make with an example of each. Creating Confusion Instead of Clarity Even as a gardener, this infographic was very difficult to follow for me. Beyond being hard to read, it can even mislead.

Segmentation 100

Segmentation Statistics Internet Marketing Social Media 100

Digital B2B Marketing

NOVEMBER 6, 2012

Any marketing that does not directly deliver contacts or move contacts through the purchase process in an observable way is not valued in this environment. Focusing on Linear Results Measurement Marketing measurement starts when a contact is captured and continues as contacts move into and through the sales pipeline.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

MAY 24, 2011

It is sized for my business, it works in my environment. By taking the time to create an appropriate solution instead of sending me a solution sheet without context, you show my business is important and worth investing in. You have a solution for me.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

JUNE 21, 2012

Life Technologies: What struck me about this video were the comments that show Life Technologies “gets” the lab environment, its pressures, stresses and errors. A Day Made of Glass: Although this didn’t start as a traditional marketing initiative, it has captured our attention and has been viewed more than 19 million times.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

Digital B2B Marketing

AUGUST 11, 2011

In an opt-in marketing environment, what would you change about your communications? Most businesses are not ready for an opt-in marketing world, but if you claim to deliver value to your audience through marketing, considering it is a valuable exercise. What is keeping you from making those changes today? About Eric Wittlake.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

NOVEMBER 1, 2011

Marketing in this environment is not about one person. They are vetted through committees, negotiated with procurement, risk assessed, and budgeted. Multi-million dollar expenditure decisions are not made lightly. You need to remove rational barriers to a recommendation and win internal champions for your solution.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

MARCH 27, 2012

For instance, an ROI tool needs to illustrate potential value to your audience in their own environment, not simply deliver average savings percentages or productivity increases. This sets the bar for B2B marketers far higher than for Triscuit. Deliver Value, not Gimmicks. Be an Expert. You are selling to experts in their fields.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 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. The technology to suggest products to an identified individual based on their interests and purchasing behavior is widely used.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

MARCH 15, 2012

However, these components are not enough for inbound marketers to excel in today’s environment. Traditionally, inbound marketing has been functionally defined as the combination of search, social and content. This is what modern inbound marketing looks like: Source: b2bdigital.net via Eric on Pinterest 1.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

SEPTEMBER 24, 2013

A new type of advertising technology player will emerge, one that manages access to tracking information for networks and gives users the ability to manage their own data within a publisher environment they already visit.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

AUGUST 30, 2011

Your woozle was once created in a relatively controlled environment of advertising, marketing and sales. If not, the damage can be staggering. How has the role of enterprise B2B marketing changed with respect to woozles? With consistency and repetition, your message become the primary driver of your audience’s perception.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

JULY 26, 2011

But in today’s “I want it NOW&# marketing environment, few have the patience for this and I think the industry suffers for it. For me, theory avoids the trap of always repeating the mistakes of the past and forces today’s situation to be assessed from the ground up.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

JUNE 29, 2011

The objectives, outlined below, are admirable: Define transparent, standardized and consistent metrics and measurement systems to simplify the planning, buying and selling of digital media in a cross-platform environment. Drive industry consensus around a solution.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

MAY 16, 2013

Once you understand your potential customers, look to understand the competitive environment. Yes, the traditional decision maker is still influential, but focusing your efforts on a mythical decision dictator means you are ignoring the vast majority of the individuals involved in the ultimate decision. Focusing on Your Competition.

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

Digital B2B Marketing

DECEMBER 6, 2012

Google Glasses have the potential to make the billboards of Minority Report a reality, even in the most crowded environments (and even without a physical billboard of any sort). As new technology emerges, new marketing extremes emerge as well.

Internet Marketing 100

Internet Marketing Twitter Marketing & Strategy Facebook 100

Digital B2B Marketing

JUNE 26, 2013

However, in the right environment it can significantly improve the prospect experience versus a single email with a series of links or attachments from a salesperson. Your sales team can use a nurture program to augment their own contact with a prospect and provide additional educational material around a key topic they have identified.

Buyer's Journey 100

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

Digital B2B Marketing

APRIL 6, 2011

I’m concerned these companies will conduct some experiments, but will not see the success they suspect, and attribute it to social not being appropriate for their company, when in fact, the problem may well be their strategy and execution in an environment that is relatively foreign to them and they need to learn it, hands on, first.

Social Marketing 100

Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

MARCH 25, 2011

Although this would be easy for competitors to emulate, the trend is to more intrusive and more cluttered ad environments in B2B. Advertising stands out rather than getting lost in competing site and advertising clutter, while the primary function of LinkedIn remains front and center. Resisting this trend is benefiting LinkedIn.

Linkedin 100

Linkedin Media B2B Digg 100

Digital B2B Marketing

MARCH 1, 2011

Is it in a transactional environment, where someone isn’t likely to click, and you need to bring additional functionality directly into the creative? For example, a site with high audience quality measures (bottom right box) is reaching the right audience. If the audience isn’t responsive, look at the placement.

Advertisements 100

Advertisements Advertising Planning B2B Thought Leadership 100

Digital B2B Marketing

JULY 19, 2011

The platform was an improvement on the Tweetchat model and the hosts were able to lightly brand the chat environment and provide additional information. I have recently participated in chats on Stanzr hosted by Crowdbooster and NetProspex. Is a Trend Forming?

Automation 100

Automation Conversion Forrester Marketing Automation Services 100

Digital B2B Marketing

JANUARY 17, 2012

Your Turn How do you plan to meet the challenge of an increasingly competitive content marketing environment? In Summary Content marketing is a never ending journey of continuing to refine your focus on meeting the needs of your audience better than anyone else. Last quarter’s content won’t be good enough this quarter.

Mobile Advertising 100

Mobile Advertising Content Work Management Mobile Marketing 100