Digital B2B Marketing

FEBRUARY 14, 2012

The latest #B2Bchat discussion focused on the relationship (or lack thereof) between corporate websites and demand generation. Can corporate websites support demand generation and lead capture? Or do marketers need to build microsites to support demand generation effectively?

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 100

Digital B2B Marketing

JULY 10, 2012

Lead generation continues to be a top objective for B2B marketers and content syndication is primary offering from publishers. As demand for B2B lead generation programs increases, new providers are springing up, sporting slick new websites, massive email databases, lower costs and brand new approaches.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

OCTOBER 4, 2011

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. 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.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 4, 2011

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. 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.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

APRIL 20, 2011

You have committed to content marketing, you have invested in creating content, and your website has turned into a veritable content hub. Most marketers fail this test. Filed under: Content , Demand Generation. You have enough traffic, but you need more registrations to fuel your nurture program. If your form included a $39.99

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

Digital B2B Marketing

MAY 3, 2012

Among paid media and advertising tactics, lead generation programs like content syndication are a key source of leads for B2B marketers, especially in the enterprise technology space. Tell a B2B publisher that you are interested in lead generation and the majority will point to some form of white paper syndication program they offer.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

NOVEMBER 27, 2012

B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. In the last couple weeks, two companies have emailed or called me because I follow influential sales and marketing accounts on Twitter. Newsletter or email marketers.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

OCTOBER 4, 2011

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience, based on a wide range of audience data available for targeting.

Demand Generation 100

Demand Generation Ad Exchange Buy Demand 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. However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. All they see are leads.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

JULY 31, 2012

B2B marketing is complex. Sales cycles are long, measurement can be convoluted, and segmentation, lead scoring and sales and marketing alignment take traditional marketers into uncomfortable spaces. Amid the details and uncomfortable spaces, the bigger marketing picture is often lost. Buyers need information.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

AUGUST 20, 2013

You have a lead generation program. A marketing automation program. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. Since you are in B2B marketing, you probably want them to register.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

JUNE 26, 2012

The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. ” To some people, this is an example of integrating their disparate marketing efforts. Clarity is critical.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

MAY 23, 2012

If you measure or benchmark B2B demand generation activity across sales and marketing, one of the best benchmark resources just received a major facelift and a number of improvements. The New Demand Generation Funnel Here are the biggest changes in the new Sirius Decisions funnel. Teleprospecting generated leads.

Demand Generation 100

Demand Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 100

Digital B2B Marketing

MAY 17, 2012

If you talk to a publisher or lead generation firm, it would seem leads have become a commodity. Nearly every B2B publisher offers lead generation under a broader heading of demand generation. Marketer: Oh, and we have two new white papers we can use in this program. Marketer: 500 by the end of the quarter.

Marketing Qualified Leads 100

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

Digital B2B Marketing

MAY 22, 2012

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. Sirius Decisions actually labels this as inbound marketing, however I use a more limited definition of inbound marketing.)

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

OCTOBER 29, 2013

One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. Marketing often isolates statistics, removing them from any context that would allow for appropriate comparisons. Content marketing. Lead generation. Brand awareness.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

MARCH 7, 2013

If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Lead generation is still one of the top objectives of enterprise B2B marketers and many B2B publishers continue to propose banners as a way to deliver leads.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

JULY 14, 2011

Thought leadership is a common marketing topic, but unfortunately thought leadership is not a common outcome of marketing. Part of the problem is that thought leadership marketing has lost all notions of actual thought leadership. Thought leaders understand their own business, clients needs and the larger market context.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 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. Here are the signs your content marketing may be an illusion, it is really just email marketing: Your “best content&# is content you licensed or purchased, not created.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Despite the magic of marketing automation and the ability to collect information on every mouse movement on every page of our sites, we only get a tiny window into the lives of our prospects. We have a better understanding of what people are interested in and our marketing performs significantly better. Of course we get it wrong!

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Video will come into its own for B2B marketers in 2012.

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. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Video will come into its own for B2B marketers in 2012.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MAY 31, 2012

In B2B marketing, bad data represents a huge lost opportunity. According to SiriusDecisions , companies with the best quality data drive 70% more revenue through marketing programs than those with simply average data quality. Your Turn What will it take for marketers to change their approach to registration?

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

NOVEMBER 15, 2012

Marketers have invested in marketing automation, content and, in many cases, creating complex business rules to determine what content and message to deliver when. The next evolution in marketing automation will be extending the application of these rules across the full spectrum of digital and addressable marketing channels.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

MAY 1, 2012

Your initial inbound marketing results are promising, but you need more. Inbound marketing represents a major investment for B2B marketers. Traditional B2B marketers face a challenge. Their marketing has been built from the start around the idea of inbound marketing (even if they didn’t call it that).

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone. For B2B marketers, this environment requires a renewed focus on three elements and one major change. No thanks, I’ll pass.”

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

JUNE 23, 2011

If B2B marketing isn’t dead, it is changing very quickly. But the real change isn’t the marketing , it is how marketing has evolved in response to the evolving buyer. Here are five changes your marketing needs to make. As Michael Brenner said, Mobile Marketing is a Strategy, Not a Tactic.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

MAY 29, 2012

B2B marketing discussions on Twitter and blogs have a tendency to focus on singular topics, such as Twitter, marketing automation , or lead generation , as if they are right for everyone and we just need to do them well. Shouldn’t B2B marketing solutions be just as unique?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

JUNE 16, 2011

In the future, marketing must be valuable. Earlier this week, Michael Brenner outlined the future of marketing , drawing from last fall’s future of advertising article in Fast Company. These are the lights you strive towards, not a destination you ever reach (although as a consumer, I wish every marketer could!).

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

APRIL 22, 2011

That is what relationship marketing should be about. That passion is what B2B marketing is missing. In the spring, she grows more than 100 tomato varieties alone for sale as starts at their small farm and local farmers markets. In B2B marketing, you build relationships around knowledge and a common interest.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

JULY 7, 2011

A challenge faced by sales and marketing is the emotions that matter are not the easy ones to create. Here are some of the stronger and more powerful emotions at play in B2B marketing and sales: Trust. Will your sales and marketing address these emotional needs, or will you rely on rational positioning? About Eric Wittlake.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

JULY 24, 2012

In B2B marketing, standing out from the crowd and getting your audience’s attention is absolutely critical. The investments you have made in building your marketing database, creating content, and developing a nurture program carefully mapped to the buyer’s journey does nothing if your communication doesn’t get through.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

JUNE 14, 2012

You are ready to take your content marketing to the next level. Now, you are ready to use content marketing to raise the profile of your company overall. Identifying where to focus your Stage Zero content efforts can be an unnatural process for marketers accustomed to focusing on the buying process.

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

JULY 17, 2012

” It wasn’t a complement of their marketing prowess or focus. It was a knock, the final proof that this B2B marketer did not know how to market. Solution selling and never undermining your value are anthems in marketing. But has it gone too far? Yes, leading with price can devalue your solution.

Pricing 100

Pricing Price B2B Sales Differentiation 100

Digital B2B Marketing

MARCH 7, 2012

Inbound marketing is a hot topic in B2B marketing. However, as more B2B marketers grab the inbound marketing flag, many will miss the two keys to making inbound marketing effective: Be found through the recommendation of others. Here are other activities that can easily masquerade as inbound marketing: Paid search?

Inbound Marketing 100

Inbound Marketing Customer Satisfaction Curation Broadcasting 100

Digital B2B Marketing

MARCH 19, 2012

Inbound marketing is a clear trend in B2B marketing. In fact, Sirius Decisions, a research firm focused on B2B markets, predicts more than 75% of leads will be sourced through inbound channels by 2015. The discussion highlighted three specific areas where content is challenging B2B inbound marketers.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

MAY 20, 2014

Marketers bury critical information they need to identify a prospect in the second, or even the third, form. Marketing never gets the opportunity to identify and deliver a lead. For many marketers, this minimum can be as simple as name, email and company. Even the people who ultimately buy from you will never see it!

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100