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. In the example above, the video statistic was highlighted on its own. Here is a hypothetical example: 79% of end users agree that our solution is easy to use. Turn Stats Upside Down.

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Digital B2B Marketing

OCTOBER 25, 2011

Here is an example link with a + added: [link] So how much traffic do they drive? The same person is likely managing Twitter for both sites’ accounts. Here are two examples of information I found through a brief bit of bit.ly The same person was handling social media for small parts of both AT&T and Verizon.

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Digital B2B Marketing

JULY 26, 2011

Stacey Herbert started a Niche Amnesty challenge on DIYBlogger last week and asked bloggers to share a more personal side for a change. For an example of this influence, see the bio I use on Twitter. In my personal life, I’m always running behind. They are an important and a private part of my life. Food is important.

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Digital B2B Marketing

MAY 17, 2011

As professional and personal lives intertwine, business marketing messages compete with new family pictures for attention. Ardath Albee has a great example of buyers driving the new research process in The Contagious Content Challenge. Avaya’s widely cited case of a $250,000 sale via Twitter is a great example.

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Digital B2B Marketing

JUNE 21, 2012

It is an example of content marketing that many B2B marketers can learn from. Call of Duty 2 is not the only first person shooter game to include futuristic weapons and realistic scenarios. Here are two examples of B2B videos that have effectively incorporated some of these elements. The video is entertaining. It is educational.

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Digital B2B Marketing

DECEMBER 1, 2011

However, my personal network is heavily skewed towards people in online marketing. Another example of marketers not being aligned with their audience is comparing the content valued by marketers and by buyers. Share your examples in the comments below or with me on Twitter ( @wittlake ). Get Out of Your Bubble!

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Digital B2B Marketing

DECEMBER 1, 2011

However, my personal network is heavily skewed towards people in online marketing. Another example of marketers not being aligned with their audience is comparing the content valued by marketers and by buyers. Share your examples in the comments below or with me on Twitter ( @wittlake ). Get Out of Your Bubble!

Online Marketing 100

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

Digital B2B Marketing

JUNE 14, 2011

Here is how you can use this information, using my own account Twitter account as an example: My target audience is marketing. The content is applicable to a wide range of companies, from individuals to enterprises, but my focus is on companies, not personal marketing. Given my personal target audience, that is encouraging.

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Digital B2B Marketing

JANUARY 19, 2012

Example: Included in search results for “best cars” because it was shared by Ford on Google+: Ford.com. Since it was shared by Ford (not a personal connection I would trust to have an unbiased view) this isn’t a recommendation I trust. Business and Personal separation. How much further can employees reach?

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Digital B2B Marketing

FEBRUARY 21, 2012

Here are three of the better B2B marketing examples I found. The most notable element isn’t the silence, it is the personal accounts sitting on what could be brand pages. Many B2B marketers do not have any presence on Pinterest. In my search for major B2B marketers on Pinterest, I only found a handful using it actively.

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Digital B2B Marketing

MAY 24, 2011

And by skipping directly to showing me a personalized solution, you also show me three things that are important in selecting a partner. Here is a great example of an unsolicited solution delivering results: From the Babcock & Jenkins blog: Qwest Enterprise Marketing ROCKS Their Targeted Accounts. As a buyer, I understand that.

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Digital B2B Marketing

APRIL 20, 2011

Here is an example of content that does not sell, and it isn’t uncommon. Personally, I would not, here are a couple reasons why this fails the content selling test. As you make new promises about the value of your content, make certain your content lives up to the expectations you set. Link to the registration page.

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Digital B2B Marketing

MARCH 25, 2011

Most Twitter lists are examples of curating sources, not content. Personal connections. Today, success requires being the best at meeting the needs of your specific, focused audience. Curated Sourcing Just as content is curated, sources are curated. Look for opportunities to seed with people that already look to your company.

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Digital B2B Marketing

NOVEMBER 7, 2013

My colleague Tom Bacon also contributed a number of examples. 60dayMBA’s account provides a great example of what you see in the favorites of accounts using favorite spam: repeated favorites of similar and apparently low-quality tweets, likely triggered just by keyword searches. 139 favorites per day. Your Turn.

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Digital B2B Marketing

JULY 25, 2013

From marketing automation to demand side platforms to content management systems, technology puts the right message in front of the right person at the right time. However, when emails with personalized links are shared, your new hot lead may actually reflect the behavior of multiple individuals. You just create the rules.

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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. Applications.

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Digital B2B Marketing

DECEMBER 8, 2011

For example, most B2B marketing is very out of context on sites like Parents.com or WebMD.com, and drawing your audience back from a personal context to your business offer or content is a significant hurdle, even when you are reaching the right person.

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Digital B2B Marketing

APRIL 14, 2011

Here are two excerpts from the email chain, modified slightly to protect the identity of the company (this is an example , not a vendetta): … give them more than one week. It took less than 10 seconds for the perception they had worked to develop over nearly two years to unravel.

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Digital B2B Marketing

JANUARY 20, 2014

Even worse, those that do use data often use it to personalize instead of delivering relevance. For example: You can serve specific creative to people who have previously been to your site (or certain sections of your site) within your primary media plan. The result is both an unnatural and often unhelpful first experience.

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Digital B2B Marketing

SEPTEMBER 6, 2011

When someone says it isn’t performing, it is nearly a personal affront, but it shouldn’t be. For example, if you expect a $20,000 search program to deliver 400 registrations and $5,000 has been spent to date, compare your actual registrations to 100. But the results are not there. Your plan is the result of your passion.

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Digital B2B Marketing

APRIL 6, 2011

Maybe its time to champion personal involvement in social media first. For example, I chose not to tweet during Reid Hoffman’s keynote address at the recent South by Southwest conference because I needed my whole brain to wrap around what he was saying, without the distraction of tweeting. They will not engage.

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Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

MARCH 31, 2011

A personal example: When I joined Babcock & Jenkins, one of the first things I did was sign up again for IAB SmartBrief , a great daily information source on interactive advertising. It means they look to you instead of you always chasing them.

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Digital B2B Marketing

MARCH 15, 2011

Perception is reality, and the perception is that online behavioral advertising companies collect and use personal information without regard for the wishes of the audience. Check out kikin.com for an example of a browser plugin that limits auto-play audio today. What other marketing activities belong on the list?

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Digital B2B Marketing

JUNE 5, 2012

Has your personal experience with social media increased your perception of its marketing value? For example: Landing Page Testing: Google Website Optimizer , Unbounce. How does your opinion influence your marketing activity? Has your opinion ever biased your creative selection?

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