Digital B2B Marketing

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LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

The article has about 75,000 views in less than a day and is a pitch to buy books or training (for as much as $299) to help you land that job. But do it with helpful, not hard selling, content. LinkedIn has gone Tumblr on us and B2B content marketers are drooling. Finally, you can publish directly on LinkedIn, along with people like Bill Gates and Richard Branson. Get Ready To Pay.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

million in revenue from a $15,000 lead generation program and another that expected to use content created for help desk administrators in a program to increase visibility with VPs and CIOs. Sometimes the best advice and perspective doesn’t come from the public figures we hear at conferences or see quoted in publications. Toby is one of those guys. Setting Unrealistic Expectations.

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How To View Any Profile On LinkedIn

Digital B2B Marketing

Particularly if its a common name, adding a title, company, location or other info to your search will help to narrow the results and find the right person. I’m sure it has happened to you too. You look someone up on LinkedIn only to find they are a third degree connection (or not even!) and you get a profile page with basically no information. Here is what it should look like.

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Change Is Overdue

Digital B2B Marketing

And I hope you will help (more on that in a minute). I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. I’ve had it! I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. The now common refrain says every company is a media company and every individual is a publisher.

Content Marketing Playbook: Strategy and Roadmap

cultivated every internal asset that could help them. outside help when needed. that’s proven to work—one we’ve refined after helping. that sports an audience of over 300,000 readers. “We want to try to help marketers first,” Fishkin says. If you can help people solve their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. emerge.

Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

Help People Find What They Are Looking For. Inbound marketing may be the hot topic for B2B marketers today, but today’s big B2B inbound marketers are all active outbound marketers as well. So how do you pair your outbound marketing activity with your inbound marketing? How Outbound Marketing Contributes to Inbound Marketing. 1. Outbound Marketing Seeds Content. Delight The Audience.

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4 out of 5 Marketers are Zombies! [Infographic]

Digital B2B Marketing

Everyone else is creating infographics, so the folks at, purveyors of discount car insurance, apparently decided an infographic about social media zombies would help them sell more car insurance. What, it’s changing? Quick, call it dead! Write an article about how social media is killing advertising! Advertising is Dead. SEO is Dead. Television is Dead. Magazines are Dead.

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

help marketers working on measurement, reporting, data and accountability. As a B2B marketer, it is easy to find people to follow on Twitter, right? Big names in B2B marketing, content marketing and social media seem to be everywhere. They will add the variety and perspective your Twitter stream just may be missing. Here are 15 hidden gems B2B marketers should be following. Writer. Producer.

Too Much Crappy Social Media Content!

Digital B2B Marketing

You may justify this because they are sharing your content and helping to grow your audience. Anytime you feel the bar is slipping, find new content sources or revisit old favorites to help you reset the bar. We all know people that overshare. These are all conversations I have overheard recently on public transit). You focused on a quantity rule. Get out of your rut.

Content Methodology: A Best Practices Report

It also helps maintain relationships with vendors, agencies, and. suppliers, and can help facilitate corporate communications and build company culture. The studio helps unify the company around a. Ultimately, a strong content methodology can help get you there. and triggers, which will help inspire different content types and formats that can be. help address?

10 Things You Need to Know About B2B Mobile Marketing

Digital B2B Marketing

You can read the summary here on Storify ) Following are five key facts to help make the case for mobile in B2B marketing and five aspects of mobile marketers need to be aware of. You see them everywhere, crossing streets, in meetings, at lunch and even driving. Busy professionals focused on their smartphone , nearly oblivious to everything else around them. Mobile mobile smartphones Stats

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Does B2B Content Marketing Really Help Buyers Buy?

Digital B2B Marketing

In B2B marketing organizations, content marketing aims to help buyers buy. So before you start creating more content to move prospects through your buyers journey, step back and consider how to help prospective buyers buy. The coach’s real expertise is helping you overcome barriers, make changes and ultimately succeed. Right? Wow, that sounds amazing.

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A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

Tools like Little Bird can help you identify thought leaders and influencers on Twitter that you may not already be aware of. 7. Helpful tools for following and listening beyond the standard social networks include: Newsle , RSS feeds, Google alerts , Disqus and Intense Debate. 8. Situation: Your B2B company is not seen as a thought leader in your industry. It gets you started.

7 Characteristics of Tomorrow’s Best B2B Marketers

Digital B2B Marketing

Service Oriented As marketers increasingly compete for attention, B2B marketers in particular are looking to stand out by being genuinely helpful to customers, prospects and the marketplace. If you are naturally inclined to help, you will see new ways to help the audience and, in doing so, help your organization to stand out in their minds. Photo Credit: The Wizard.

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Why Content Curation Is Not The Answer

Digital B2B Marketing

If it helps you develop your own audience and, ultimately, share your own perspective, then yes. The biggest problem in B2B content marketing is that it requires content. Somehow, this most obvious of truths has become the thorn in the side of B2B marketing (and the inspiration for 1,000s of pieces of content). So what if you could be a content marketer without actually creating content?

Staffing and Launching Your Content Marketing Program

to help you get that promotion. We want to try and help marketers. helpful to keep your goals focused on the audience you want to serve. helping people tell amazing stories instead of polluting the web with me- diocrity, and in the power of ditching intrusive advertising in favor of great. But while freelance resources can be a great help, it’s. Introduction 3 II.

No, Content Will Not Kill Advertising

Digital B2B Marketing

” Although I believe marketing should have made a difference, this perception from sales reflects the fact that in B2B, sales is able to close even when marketing hasn’t helped. However, marketing cannot close an enterprise B2B sale without the help of sales. Advertising is dead (again). The latest killers are the social media and content marketing stars. Not so fast.

The More You Share, The Less We Care

Digital B2B Marketing

Instead, your sharing should be helpful and useful to your audience. It’s true. When people share too much, we tune them out. We only half-listen, or we just walk away. In social media, we do the same thing. We skim over the update from the chatterboxes , not giving them the same attention as updates from others we see less frequently in our stream. In a bad way. In Summary. Your Turn.

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3 Common Problems with B2B Marketing Personas

Digital B2B Marketing

Titles do not define people and personas should help you connect with people! Developing personas is one of the first steps recommended by many B2B marketers. Understanding your audience is critical, and personas are one of the most effective solutions, right? recently had the privilege (cough) of reviewing personas created for a client by a large, respected agency. The Title Persona.

What Really Happens When Influence Increases?

Digital B2B Marketing

Joe Fernandez of Klout recently said Klout’s goal is to help every person maximize their individual influence. In summary, the most influential and our personal networks become more influential, but the mass of influencers Klout is looking to help will cannibalize their own influence. It is no secret, as a marketer you want to influence purchases. How Influence May Shift.

Study: How Much of Your Content Marketing Is Effective?

on non-audience-relevant sites in the hope of getting more con- tent out there and the vain hope of helping our SEO.” can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. Marketing is Effective?

Banners Don’t Drive Leads in B2B Marketing

Digital B2B Marketing

If you need help identifying alternatives, you can send me an email. 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. Period. Publishers that continue to do this are doing a disservice to marketers that don’t know better and are losing the respect of those that do.

5 Lies About Easy Ways To Create Content

Digital B2B Marketing

This approach does help you identify topics for your content, but it doesn’t change the burden of creating content or address the quality of content that often comes from individuals not normally involved in creating content. Third party perspectives are a valuable part of your content, but if it’s just a shortcut to content, the only person it might help in the end is the guest.

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

If you are new to B2B marketing, or just have to work with a B2B marketer, these acronyms and abbreviations may help decode the conversation. Your Turn What other acronyms would you add to the list to help out people coming into B2B marketing today? Some days B2B marketing discussions seem more like a reading of alphabet soup. If so, add it to the comments (and please define it!),

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7 Nurture Programs You Need To Have

Digital B2B Marketing

Engagement in long-term, welcome track and event followup programs helps you to identify where a prospect is in their buying process. Despite the capabilities of modern marketing automation platforms, many B2B marketers still approach nurture with a short term mindset. Yes, it may be an improvement from when all you had were batch email blasts, but you can and should do so much more today.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Would spending more money help? tools can help companies maximize their efficiency. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. But brands.

Marketers Are Dramatically Underreporting Results from Twitter

Digital B2B Marketing

Although has helped, as Twitter becomes more important for marketers, accurate measurement is more important as well. B2B marketers are undervaluing Twitter’s contribution to their business. It is happening because web analytics packages are dramatically underreporting traffic from Twitter. How many leads came from Twitter? How many website visits? How many purchases? Your Turn.

10 Lessons From Mom To Make You A Better B2B Marketer

Digital B2B Marketing

Help, don’t sell, in these situations. B2B marketing can quickly become complicated. Scoring leads, establishing marketing automation, building thought leadership, creating demand… it isn’t easy. Far too often, the complexity masks the important foundational elements. Here are ten lessons from Mom that B2B marketers (and really all marketers) would be wise to remember. 1.

An Inconvenient Truth: Your Advertising is Invisible

Digital B2B Marketing

They are simply one more quality indicator and data point that may help explain results or behavior of media partners. A growing portion of online advertising is purchased through DSPs and ad networks, and with literally millions of sites that sell ads through these channels, online advertisers cannot rely on knowing every site their ads are on. So how many banners really go unseen?

How To Avoid the Biggest Pitfall of Progressive Profiling

Digital B2B Marketing

Each response helps to build a more complete profile, but it isn’t critical information. According to Google, progressive profiling is “a method of asking questions incrementally, gathering more information about a prospect over time.” Then, as they come back over time, continue to gather a little bit more. And then it all falls apart. Source , Page 6). Your Turn.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

Marketing ROI Is a Broken Metric

Digital B2B Marketing

Listen for Anecdotes : Do you get feedback from sales discussions or your partners that your marketing is helping (or hurting) their efforts? Your marketing makes me dislike you. In fact, it makes me, once a potential customer, reconsider if I should even do business with you. How many more people like me are out there? More than you realize. Quite simply: you don’t know.

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Selfless Giving and Selfish Companies: A Social Media Conundrum

Digital B2B Marketing

Answer a question or help meet a need that is completely unrelated to your business. You might be surprised how you can help the people you want to connect with. Soon, although the reasons will be selfish, you just might authentically want to help your audience. Gifts. When we receive them, we feel special. When we receive these gifts, it makes an impact on us.

Marketing Gimmicks versus Value: A Disappointing Example

Digital B2B Marketing

An Empty Promise As a marketer, my question was: can Triscuit help me grow a better garden? B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus. Omniture (now Adobe) wants to be a leader on driving business results with digital marketing, not just measurement. In either case, the alignment must be believable. Be an Expert.

12 Surprising B2B Marketing Spammers on Twitter

Digital B2B Marketing

Clients of the marketers are also included in some cases to help show these at least appear to be legitimate and serious businesses. Lattice delivers data-driven business applications that help companies market and sell more intelligently. We Help You Make Sense of a Changing World | Identification of opportunities and risks before they are well recognized. 3. Reachforce.

Evangelizing a Content Marketing Program

how content marketing helps generate. strengths, and where do you need outside help? “ The entire ecosysystem is competing. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II. Why This Guide 6 III. Marriott, then 76.

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

If someone is on a surfing site, getting them to watch a video about help desk management software is a huge ask. Programmatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. But it isn’t ready yet for today’s B2B marketer. ” Wow, sign me up, right? Cost-effective, constantly optimized, highly targeted. Retargeting.

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B2B Email List Guide: Buy, Rent or Build Your List

Digital B2B Marketing

Or let me know if you need help selecting the best path. Whether you want to promote your upcoming webcast, send a multi-channel campaign, or give your telemarketing team a list of contacts to call down on, it starts with a list. So should you rent, buy or build an email list? How much do the different options cost and when are they most appropriate? This guide will get you started.

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The Mobile App Your Marketing Needs

Digital B2B Marketing

” To help answer that question, we need to dive beyond the popular mobile headlines. According to Nielson , smartphone users spend 87% of their time with apps, and just 13% of time with the mobile web. Last quarter, 41% of Facebook’s revenue came from their mobile user base. What are you waiting for, you need a mobile app. Right now. You are asking the wrong question. source ).

2012: The Opportunity for the Few in the Year of More

Digital B2B Marketing

Can marketers help? Your Turn Are you planning to personally simplify in this Year of More (the Amazon scenario above is personally appealing to me), or how can you as a marketer help your customers to simplify? Mark Schaefer posted an excellent article this morning: Your 2012 Marketing Plan: Tell Me What to Do. If you haven’t already, go read Mark’s post.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.