Digital B2B Marketing

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LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

This approach will work well for companies that insource their content marketing and have individuals publishing under their own names already. 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. What should you expect going in? Yikes!

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

It comes from the people who are hands on, doing the work in a wide range of situations. thought it was great insight for B2B marketers looking to work with publishers for the first time (and a healthy reminder for many of us). Toby highlighted the tendency many marketers have to run small pilots with a large number of companies and then conclude advertising won’t work.

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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. Blunt truth about what works, what doesn’t and what really happens behind the scenes. I’ve had it! I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue.

Two Killer Google+ Mistakes

Digital B2B Marketing

Google tried to kill both birds with one stone and it just doesn’t work. Although I’m interested in your B2B marketing content, circles didn’t actually help me filter it at all. Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. ” However, despite reaching 105.1 Google has users running in Circles.

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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.

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. 91% of mobile workers use a smartphone for work. What’s more, many say they would be emotional (59%), disoriented (40%) or distraught (34%) if they worked without a smartphone for a week.

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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 Buyer’s System Works Today Your prospect’s business works without you. Right? Wow, that sounds amazing.

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A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

However, establishing thought leadership is a common objective and many B2B marketing organizations continue to work within a campaign framework. Tools like Little Bird can help you identify thought leaders and influencers on Twitter that you may not already be aware of. 7. Situation: Your B2B company is not seen as a thought leader in your industry. It gets you started. Your Turn.

Why Content Curation Is Not The Answer

Digital B2B Marketing

It sounds good on the surface, but becoming a go-to source and building your reputation through content curation simply doesn’t work for marketers. 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. Hallelujah! All your problems are solved! Here’s why: 1.

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.

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

With that in mind, in early 2012 I determined to test sharing 10 links per work day. 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. In a bad way. On the surface, that seems like a good thing, right? In Summary.

3 Common Problems with B2B Marketing Personas

Digital B2B Marketing

Unfortunately, many B2B marketers are working with personas that do more harm than good. And prospects that work with your competitors don’t go through their day terrified, while your customers sit on cloud nine popping bonbons all day. Titles do not define people and personas should help you connect with people! Here are some of the most common problems I see. Summary.

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. If 50 GRPs a month is working well, 500 GRPs won’t work 10x as well. 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.

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Banners Don’t Drive Leads in B2B Marketing

Digital B2B Marketing

Ok, here are how the numbers work out for different banner approaches targeting enterprise B2B audiences. Retargeting works for two reasons other banner tactics cannot replicate: It is your exact audience and they are already aware of you and have engaged with you. Banners will not work if your objective is directly driving enterprise B2B leads. Period. Remember that.

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.

5 Lies About Easy Ways To Create Content

Digital B2B Marketing

Once your video is created, your work isn’t done. 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. There are easy ways to create good content, right? Sorry. Creating good content is hard. Your Turn.

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. this list will be updated with your additions.

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SME CPM CPC CPL 103

Marketers Are Dramatically Underreporting Results from Twitter

Digital B2B Marketing

Although t.co has helped, as Twitter becomes more important for marketers, accurate measurement is more important as well. This works for all traffic, not just traffic coming from Twitter. B2B marketers are undervaluing Twitter’s contribution to their business. It is happening because web analytics packages are dramatically underreporting traffic from Twitter. The impact is big.

An Inconvenient Truth: Your Advertising is Invisible

Digital B2B Marketing

But even working in advertising, I rarely notice banners. They are simply one more quality indicator and data point that may help explain results or behavior of media partners. With this has come a new wave of quality control issues for online advertisers. According to recent research from ComScore , 31% of banner ads don’t ever have the chance to be seen.

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.

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

The Real Reason It Didn’t Work. 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? The Data Actually Sucked.

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

Digital B2B Marketing

While it is true that quality is lower, the relatively low cost still works out well for many companies. You are working on a very targeted program and will only be using the list a couple times in the year. Or let me know if you need help selecting the best path. So should you rent, buy or build an email list? This guide will get you started. Buying a B2B List. Your Turn.

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Inbound Marketing vs Outbound Marketing: The Real Difference

Digital B2B Marketing

The bigger that movement or change is, the harder your marketing needs to work to overcome resistance to change. But Pushing is Easier Than You Think Pushing to overcome the friction sounds like hard work… until you try to get someone else to push your content without payment! Outbound marketing is about interruption. Inbound marketing is about discovery. But so what?

Content Marketing Advice: Stop Competing with My Children!

Digital B2B Marketing

Attention that today is focused on our priorities at work and at home. Marketers are competing for attention instead of helping us focus our attention on our priorities. Today, marketers are locked in a battle for attention. As individuals, we are flooded with more marketing messages than we can consume. Getting our attention requires something exceptional. Content all about you.

CRM Retargeting: The Shiny New Advertising Tactic?

Digital B2B Marketing

How It Works You have seen retargeting ads, banners that promote whatever products you looked at or left in your shopping cart and follow you around the web. Reach Influencers Do you work with analysts, press, investors and others that can help spread your news? What if banner ads could become as targeted and relevant as emails? CRM retargeting is similar.

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B2B Marketing’s Missing Objective: Creating a Home Field Advantage

Digital B2B Marketing

What companies do you want to work with? Do people want to work with you? Are you simply helping your customers justify the decision they already want to make? The formula is pretty simple, even if it isn’t easy to execute: identify the buyers needs and priorities and provide information that helps them determine how to best meet those needs. Strategy

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B2B Online Advertising: Improve Targeting by 10x (or more!)

Digital B2B Marketing

Until you know who you are targeting, you cannot identify the publications, sites or ad networks you should be working with. If you want help getting started with a program, you can contact Bizo or Demandbase (the only current providers I’m aware of), or reach out to me directly and I will be happy to discuss it with you. B2B advertising begins with the target audience.

Five Keys to Creating Content that Drives Awareness

Digital B2B Marketing

Noting the launch of Twitter lists today isn’t helpful. When I look for information on inbound marketing, I turn to HubSpot, and if I’m looking to work with anyone in the category, HubSpot will be the first company I call. work with B2B clients on media and integrated marketing programs. Current marketing wisdom says content should be mapped to buying cycles.

TV Really Is Easier to Measure than Social Media

Digital B2B Marketing

Unfortunately, this approach doesn’t work with social media today. This is a gap social media measurement companies need to help close. work with B2B clients on media and integrated marketing programs. KMart’s CMO made waves recently by saying TV, and other traditional channels, are easier to measure than social media. Follow @jaybaer @jaybaer Jay Baer. disagree.

Influencer Marketing: 10 Questions for Successful Plans

Digital B2B Marketing

Here are 10 questions that will help refine your goals, the barriers marketing needs to overcome and how you can measure your campaign. These are questions I have developed through my work with clients over the last few years and I believe they area a good starting point. I do not want you to buy my product. I do not even want you to use my product.

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Influencer Marketing: 10 Questions for Successful Plans

Digital B2B Marketing

Here are 10 questions that will help refine your goals, the barriers marketing needs to overcome and how you can measure your campaign. These are questions I have developed through my work with clients over the last few years and I believe they area a good starting point. I do not want you to buy my product. I do not even want you to use my product.

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A New Way to Understand Your Social Media Audience

Digital B2B Marketing

Today, Bizo announced Switchboard, the first viable attempt I’ve seen to help marketers answer these questions. [No Disclaimer Needed: I buy advertising through Bizo, which means I pay them, they don't pay me, although they probably bought me lunch once]. 38% work in the marketing and advertising industry. work with B2B clients on media and integrated marketing programs. Then, you put your social media plan in place, including sharing great content from others and creating your own. And you hit a fundamental disconnect. 40% of clicks are from micro companies.

4 Ways to Plan for Unexpected Changes

Digital B2B Marketing

Do Your Post-Mortem First When things are still going good, grab a couple people and start working out the things that can possibly go wrong. Doing a post-mortem now will help you adjust plans to accomodate a broader range of possibilities and will prepare you to react to the unexpected. 2. Always Know Why Things Work When the unexpected happens, it isn’t possible to still know what will work. As a marketer, you have carefully established plans. But are you ready for when things don’t go as planned? As marketers, things often don’t go as we expect.

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Three Reasons Advertising Isn’t the B2B Branding Answer

Digital B2B Marketing

They have not worked with you yet, they have not used your product. Yes, being the first brand that comes to mind in the category will help them find you. Ahh, brand. You want a strong brand , right? strong brand opens doors for sales. It puts your company on the short list. The Problem: Advertising will not create this brand. Not today. Not in B2B. You are selling an experience good.

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6 Free Ways to Find the Best B2B Advertising Opportunities

Digital B2B Marketing

Media Kits and Research If you are working in a vertical for the first time, look at the sources publishers compare themselves too in their media kits and audience comparisons. With a little creativity, these free resources will help you uncover new opportunities for B2B advertising campaigns. However, there is very little quality research available for online planning in B2B.

A Brief Marketing Break: #NicheAmnesty and 14 Things About Me

Digital B2B Marketing

enjoy working through conceptual problems and tend to digress to the theoretical. When I put on a media planning and buying hat, this and my analytical side drive planning. I’m passionate about marketing that serves the audience and helps the audience make the right decision. work with B2B clients on media and integrated marketing programs. Stacey Herbert started a Niche Amnesty challenge on DIYBlogger last week and asked bloggers to share a more personal side for a change. But don’t expect to hear a lot about my family. Food is important.

The Importance of Woozles in B2B Marketing

Digital B2B Marketing

The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “ Branding Doesn’t Work in B2B “). Thank you to Christy Ferguson for leading a spirited discussion on the role of branding in B2B and helping to inspire this post. work with B2B clients on media and integrated marketing programs. Your Turn.

Three Social Media Lessons Learned

Digital B2B Marketing

When I was wondering if I would ever see this blog get a comment from someone I didn’t know or help make a new connections, Michael encouraged me, and since then I have met a number of people through Michael. If I can write content that has created dialogue and helped to forge relationships, you can too. work with B2B clients on media and integrated marketing programs. There is no learning like hands on learning. Books, seminars, or cocktail discussions are valuable, but it cannot compare to what you learn by rolling up your sleeves and doing something yourself.

Optimizing Digital B2B Marketing Campaigns

Digital B2B Marketing

Doing something that doesn’t work is learning. Continuing to do something that doesn’t work is lunacy. Using a statistical test like chi-squared can also be helpful. Marketing does not have a single right solution, understanding why something is working or not working gives you clues you need to uncover new winners and avoid potential failures in the future. work with B2B clients on media and integrated marketing programs. Plans are carefully laid. The creative is impactful. The content is compelling. The media surrounds your audience.