Digital B2B Marketing

OCTOBER 4, 2011

Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience. Have you had a different experience with audience targeting for enterprise B2B? Your Turn What is your view on audience targeting?

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 13, 2011

Over two days, we had an awful customer experience. But today, I am drafting this post on the train, living proof not every aspect of the customer experience matters. And it underlined that TriMet didn’t care about us, a train full of riders. The first time, we felt disregarded. The second time, we felt lied to.

Service 100

Service Training Twitter B2B Marketing 100

Digital B2B Marketing

MARCH 19, 2013

What has your experience been with LinkedIn’s advertising programs? Share your experience or reaction in the comments below or with me on Twitter (@wittlake). Photo Credit: Ian Sane via Flickr cc.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

OCTOBER 4, 2011

Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience. Have you had a different experience with audience targeting for enterprise B2B? What is your view on audience targeting? About Eric Wittlake.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

MAY 7, 2013

Here are five mistakes that often don’t look like mistakes until after all is said and done, pulling from my own (regrettable) experiences. We can shape the experience but they must be in control. What mistakes should you see coming? Chasing Random Acts of Marketing. Sometimes telling the difference is hard.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

MAY 19, 2011

You are selling an experience good. Site like ITToolbox.com and Spiceworks.com have extensive forum discussions about actual product usage and experience with providers. A strong brand opens doors for sales. It puts your company on the short list. The Problem: Advertising will not create this brand. Not in B2B.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

SEPTEMBER 22, 2011

We will be picking up the Mobile Marketing conversation this evening with a look at experiences in 2011, priorities for 2012 and how mobile is changing sales enablement. Here are the questions to start off this evening’s discussion: Q1. Where are we starting from: did you use mobile marketing this year? Why not or what [.].

Mobile Marketing 100

Mobile Marketing B2B Marketing B2B Marketing 100

Digital B2B Marketing

AUGUST 25, 2011

This is worth saying again: Your company’s digital experience will be primarily via mobile devices. Mobile devices are expected to be the primary mode of internet access in the next three years. The current response from marketing falls woefully short of where they need to be in a few short months.

Mobile Marketing 100

Mobile Marketing Internet Marketing Paid Search Agency Companies 100

Digital B2B Marketing

AUGUST 25, 2011

This is worth saying again: Your company’s digital experience will be primarily via mobile devices. If it is appropriate for a mobile experience, why isn’t it already there? Mobile devices are expected to be the primary mode of internet access in the next three years.

Mobile Marketing 100

Mobile Marketing B2B Marketing Internet Marketing Twitter 100

Digital B2B Marketing

APRIL 22, 2012

As always, the #B2Bchat participants shared a range of perspectives from both sales and marketing experiences. Danny lined up a great set of provocative questions for the group on aligning B2B sales and marketing.

B2B Sales 100

B2B Sales B2B Marketing B2B Training 100

Digital B2B Marketing

MAY 1, 2012

You are creating great content and your website delivers a great experience with a strong conversion rate. Here are ten paid marketing activities that will create much of the inbound marketing experience for your audience. Your initial inbound marketing results are promising, but you need more.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Share your experience or questions in the comments below or with me on Twitter ( @wittlake ). We all have a marketing database with high quality contact data (for at least part of it), and yet we don’t know what many of the people in our database actually care about today.

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

JUNE 23, 2011

Value the mobile experience like the desktop experience. As Michael Brenner said, Mobile Marketing is a Strategy, Not a Tactic. Make mobile the assumption, not the add-on throughout your planning. Your audience is driving, be ready in their channel of choice. Make Social Media About the Social, Not the Media.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

JUNE 1, 2011

Bring your own perspective, experience, or additional data. You will experience people butting into your conversations. On twitter, a common guideline is only one out of every eight tweets should be your own information. The point is: don’t focus on yourself. Add something to the conversation.

Social Media 100

Social Media Work Management Marketing Management Media 100

Digital B2B Marketing

SEPTEMBER 22, 2011

We will be picking up the Mobile Marketing conversation this evening with a look at experiences in 2011, priorities for 2012 and how mobile is changing sales enablement. Here are the questions to start off this evening’s discussion: Q1. Where are we starting from: did you use mobile marketing this year? Why not or what did you learn?

Mobile Marketing 100

Mobile Marketing Planning Mobile Advertising B2B Marketing 100

Digital B2B Marketing

AUGUST 30, 2011

The experience your prospect has at each touchpoint is critical, these experiences shape and reshape your audience’s perception. The perceptions someone had previously often continue to have an impact. How do you maintain and build your woozle through each of the touchpoints in the enterprise sales cycle?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

SEPTEMBER 22, 2011

We will be picking up the Mobile Marketing conversation this evening with a look at experiences in 2011, priorities for 2012 and how mobile is changing sales enablement. Here are the questions to start off this evening’s discussion: Q1. Where are we starting from: did you use mobile marketing this year? Why not or what did you learn?

Mobile Marketing 100

Mobile Marketing Planning Mobile Advertising B2B Marketing 100

Digital B2B Marketing

FEBRUARY 25, 2014

Whatever it takes, we strive to protect our experience if you do not. .” When you, as a marketer, break the golden rule, we, the people, respond. We create new legislation, new technology or change our behavior. Do you want unsolicited email? I didn’t think so.

Rules 100

Rules Paid Search Agency Banners Barriers 100

Digital B2B Marketing

OCTOBER 16, 2012

If it was posted by a friend on Facebook or at the top of organic search results, it was an organic part of the experience they were directing. Inbound Marketing Removes the Friction In sharp contrast to outbound marketing, inbound marketing has no friction. No one was interrupted with your message.

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

APRIL 11, 2013

Content was part of SEO, social or a crazy skunkworks company blog experiment. Now that cheap content doesn’t work, the real lack of commitment is shining through. Content was a supporting element only. It was necessary to feed your newsletter or nurture programs through your marketing automation platform. It supported your sales team.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

OCTOBER 24, 2011

You must carefully consider who in your organization has the experience, insight and communication skills to broadly earn recognition as a thought leader and invest the time required to earn that recognition. They must earn it and it must be recognized by the audience.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 100

Digital B2B Marketing

APRIL 28, 2011

Although incredibly valuable, it requires significantly more time and some prior experience using listening tools. If you are engaging at the category level, this is a good indication of where category information is shared or conversations are happening. Listening is intentionally excluded from this list.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

JULY 3, 2012

Share your experience in the comments below or with me on Twitter ( @wittlake ). In Summary The primary value of content curation is the attention quality curation delivers, but curation is only one of the many ways you can capture attention and deliver against your objectives.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

JANUARY 15, 2013

The drive towards improving functionality and user experience is not unique to mobile. Remember the Yahoo and Google desktop widgets? Have you seen the apps available for Chrome or Salesforce? Apps are often a better way to deliver functionality. Even Windows 8 is adopting it! But customers are adopting mobile! But mobile is local!

Cable 100

Cable Mobile Marketing Internet Marketing Display 100

Digital B2B Marketing

AUGUST 22, 2013

Explore their role, experience and emotions around purchasing decisions that ended up being very successful and around those that failed. The solution (this one is easier): Get to know them professionally: how do they spend their time, what are their priorities or concerns and what are their aspirations and fears.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

AUGUST 13, 2013

And our experience is reinforcing three key requirements to be agile in marketing, and in life. We just sold our house. It wasn’t on the market, and frankly, we didn’t think it would close. In short, we were not ready. Now, we need a place to live. Know Where You Are Headed.

Planning 100

Planning Marketing & Strategy Marketing Network Marketing 100

Digital B2B Marketing

MAY 3, 2011

Or is your advertising promoting a walled experience, only accessible to the 1% of people that might click your ad? What happens to your campaign if no one clicks? Are you prepared for someone to respond to your online campaign without clicking? Is your marketing integrated? Is your marketing ready for the day no one is left to click?

Banner Ads 100

Banner Ads Ads Click Rate Banners 100

Digital B2B Marketing

AUGUST 2, 2011

Share your experiences in the comments below or with me on Twitter. Next week I will share some of the successful approaches I have seen to addressing these challenges, including value, which in my opinion is the most difficult challenge to address. What other barriers do you see to strategic planning? About Eric Wittlake.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

SEPTEMBER 25, 2012

There is no difference between a brand new coworker or sales contact and a client that has worked closely with me and has first-hand knowledge of my B2B marketing experience and skill set endorsing me. Unlike a written recommendation, you cannot differentiate between meaningful endorsements and throwaways. A Gamified LinkedIn?

Linkedin 100

Linkedin CAN-SPAM Ideal Customer Profiles Display 100

Digital B2B Marketing

FEBRUARY 21, 2012

Companies like HubSpot, Constant Contact and General Electric illustrate a range of ways B2B marketers can begin experimenting with Pinterest around products, content, events and culture. Is there a place for B2B marketers on Pinterest? I believe there is. Your Turn Do you believe there is a place for B2B marketers on Pinterest?

B2B Marketing 100

B2B Marketing Brand Identity Branding B2B 100

Digital B2B Marketing

APRIL 25, 2012

If so, please share your thoughts or experience below. When I read someone’s blog AND they read mine, comments and discussion have more context and better relationships are formed. Your Turn Have you used Triberr for business? Do you blog about B2B or digital marketing and want to try Triberr?

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

JUNE 20, 2013

Stopping what you are doing in order to pull out your phone and scan a code creates a poor user experience. Yes, QR codes can offer a convenient alternative to URLs or contact information, but stop making these QR code mistakes. Make Scanning Urgent. QR codes in TV ads that briefly flash and disappear or on billboards that you zoom past?

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

NOVEMBER 6, 2012

Perceptions are created by experience with your products, service and people, through what other people say about you (even competitors) and through your own marketing. Do you care if potential prospects see your services as high value or a complete rip-off? Of course you do. This is about the perception each individual has about you.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

OCTOBER 23, 2012

With all of the changes LinkedIn has made, you can no longer use prior experience as a predictor of future performance. From LinkedIn Endorsements to a new design to this new publishing model, if you looked away for two months, LinkedIn would be almost unrecognizable today.

Linkedin 100

Linkedin Cost Per Thousand CPM Business 100

Digital B2B Marketing

APRIL 25, 2013

I continue to see my own social media usage, and this blog, in part as one (growing) experiment and learning exercise. I now view it like a group RSS reader, sharing selectively and expecting others to do the same.). Following Advice From the Experts. With that in mind, in early 2012 I determined to test sharing 10 links per work day.

RSS 100

RSS Social Media Twitter Traffic 100

Digital B2B Marketing

SEPTEMBER 18, 2012

The experience outlined requires just three data sources; two of them are available today, the last one is being developed. Well timed, it arrives as she sits down in the office to check personal email before the real work day begins. With new advances in marketing technology, tailored marketing campaigns like this are around the corner.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

MAY 29, 2012

For a recent #B2Bchat discussion (#B2Bchat is an open discussion hosted on Twitter each week), we looked at four different scenarios, loosely pulled from the experiences or situations of #B2Bchat regulars. Shouldn’t B2B marketing solutions be just as unique?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100