Digital B2B Marketing

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6 Ways B2B Marketers Are Falling Short Today

Digital B2B Marketing

We are just cluttering our minds and our desks with information that is far more interesting than useful. As I came back from the B2B Marketing Innovation Summit, put on by Demandbase, I couldn’t shake the feeling that we aren’t doing enough. That I’m not doing enough. Sure, marketing is changing faster today than it did yesterday. Blah blah blah. No, they aren’t new.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

If you are asking for someone’s email in exchange for content or information, you better be ready to followup with additional content that is useful, entertaining or timely. 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. Content.

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LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

Initially, you will need to carefully include links to additional relevant information directly in your article and you will not be able to rotate out links or promotions the way you can on most sites. 5. 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. Yikes!

How To View Any Profile On LinkedIn

Digital B2B Marketing

and you get a profile page with basically no information. For Eric Cantor again, here is the cached search results page, showing significantly more information than the typical LinkedIn search results page offers. 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!) Here is what it should look like.

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Content Methodology: A Best Practices Report

feedback on its content from financial advisors via surveys that, in turn, inform the. personas already seek information relevant to. and informative content, or utility content—and. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I.

Change Is Overdue

Digital B2B Marketing

It doesn’t inform and if it is actionable at all, at best it drives us to mediocre actions. I’ve had it! I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. 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.

Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

In order to delight, inbound marketing must deliver something valuable, from information to entertainment, to your audience, and deliver it well. 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? Tactic: search.

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Understanding Intent Behind Content Consumption

Digital B2B Marketing

Your broad category content, the content that often pulls in the largest audience, gives you very little information on its own about the individual’s intent. Your highly focused, long-tail content provides the most information about intent, yet it reaches only a small audience. Instead, give someone a real reason to share the information. Search provides a good model.

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Two Killer Google+ Mistakes

Digital B2B Marketing

But until we can have an individual identity on Google+ and circles become useful for filtering information, I don’t see it taking off with a general population. Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. In short, it highlighted the drive by Google to make Google+ pervasive across other Google services. Except Google+.

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Content Marketing Playbook: Strategy and Roadmap

of information. The primary source of information is specialized. source of information is specialized investment media and financial. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

Why Good Content Delivers Bad Leads

Digital B2B Marketing

It educates and informs. But embrace the fact your content draws an audience looking for the information you are offering! Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content. You promote your content through search, social, emails, newsletters, even banners. There’s just one little problem: the leads are crap.

The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

However, if they already know and respect your company, they are far more likely to give you the courtesy of a couple minutes and information that may be valuable down the road, even if they are not ready to purchase today. 3. Visitors are more willing to share their information with a brand they respect and trust than one that is completely unknown. This is crazy folks!

Google+ for SEO? Don’t Focus on Your Brand Page!

Digital B2B Marketing

To maximize the traffic benefits, you need the Google+ account that shared the information to be an account your audience trusts. Of course Ford Motor Company has shared information about the new Ford vehicles and Ford.com. Google, Plus Your World was rolled out just over a week ago, and the online world has adopted the rallying call to get onto Google+ for the SEO benefits.

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LinkedIn Now Tracks You Across The Web [And Flaunts It]

Digital B2B Marketing

Will LinkedIn allow this information to be used by advertisers? Will LinkedIn use this information to refine the companies to follow suggestions, boosting company following and increasing the value of corporate social media activity on LinkedIn? We know companies track us across the web, but most companies don’t make the tracking obvious. LinkedIn, in quite a departure, is showing right on the homepage the company websites you have visited. Will LinkedIn have a privacy backlash similar to what Facebook has faced at times in the past? This isn’t showing every website.

Staffing and Launching Your Content Marketing Program

and information. give you information you can’t find anywhere else on the. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY17 This is another step that should be informed by the. INFOGRAPHIC Graphic visual representation of information, data, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. growth.

7 Step Guide To Creating Perfect Content

Digital B2B Marketing

Is it just me, or do you see a sea of content today that is just ok, that might have one or two small nuggets (at best) but does little to educate, inform or inspire versus the time you spend finding and reading it? Have you ever clicked on a promising headline and then been horribly disappointed by the results? know I have. Do you want guaranteed success too? Yep, more sarcasm. 1.

Too Much Crappy Social Media Content!

Digital B2B Marketing

Of course, most businesses and professionals don’t share information like this in social media, but another kind of oversharing pervades social media: oversharing content. We all know people that overshare. They are the people that discuss their sex lives, their drinking problems or their last conversation with their probation officer for all to hear. You focused on a quantity rule.

Mute Represents Everything Wrong with Twitter Today

Digital B2B Marketing

For more information on how I use filters in Twitter, see Putting the Conversation Back Into Twitter and Beyond Lists: Use Filters to Manage Twitter. Finally, you can mute on Twitter. Everything that’s wrong with Twitter has been fixed confirmed. If you don’t want to see what someone Tweets, unfollow them. If they are spamming with mentions, favorites or retweets, block them.

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

The problem is, one is focused on changing the audience’s perspective, the other is focused on capturing their information. Lead generation: collecting registration information, often in exchange for content, in order to build a marketing database for email or telemarketing followup. Lead generation and demand generation, although related, are at odds with each other.

Definitive Guide to Planning a New Content Initiative

trying to inform a specific type of influencer who regularly recommends your product. Using your website’s blog to post weekly fitness video snippets and informative. you getting the information you need to read your gauges? THE DEFINITIVE GUIDE 1 THE DEFINITIVE GUIDE 2 Introduction For the last decade, DivvyHQ’s founders have been helping the world’s leading marketers. target.

Pinterest: Who Pins Your Content & How Much Traffic Do They Drive

Digital B2B Marketing

Here is how to get the same information about Pinterest, even if you aren’t using Pinterest. Once you identify who is sharing your information, you can identify specific boards and people you should be following or even reaching out too. When looking at this information, it is important to note that each repin is tracked separately.

Social Sleuthing: Who is Sharing Your Content: Twitter & LinkedIn Edition

Digital B2B Marketing

future post will outline how to find who is sharing your information on Google+, Pinterest and Facebook. Have you ever wondered who is sharing your blog posts or other content on social media sites but don’t have access to expensive social media monitoring applications that can tell you? The biggest limitation with Twitter is tweets are searchable for less than a week. shortened URL.

Advertising, Big Data, and Google’s Moves To Own It All

Digital B2B Marketing

Solutions similar to AdID will be announced by Facebook, Twitter, and a handful of other major players, leveraging their access to first party cookie spaces. A new type of advertising technology player will emerge, one that manages access to tracking information for networks and gives users the ability to manage their own data within a publisher environment they already visit. Summary.

Why Content Curation Is Not The Answer

Digital B2B Marketing

By consistently and carefully curating over time, become the source your audience looks to for the news and information that matters to them. 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). Hallelujah! Here’s why: 1.

Evangelizing a Content Marketing Program

metrics are the core components that inform how you. 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. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

Three Reasons Content Curation is Overrated

Digital B2B Marketing

Done well, it can make you a recognized resources for news and information and keep you in front of your audience. You respect their opinion of sources and value the skill they have at discovering and delivering the right information. B2B marketers are looking for a shortcut to thought leadership , but the shortcut many are taking lead somewhere else completely.

Social Media Does Not Influence B2B Buyers

Digital B2B Marketing

Social Informs and Connects In the same research, 84% of respondents report using social networks to keep up with trends and stay connected. Providing information as a service to your audience is at the heart of inbound marketing , it is no wonder this is such as important shift for marketers to make! Opportunity: Inform and deliver value in your B2B social media program.

One change that dramatically improved B2B marketing results

Digital B2B Marketing

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. You can’t rely on your own data. Your prospects spend the vast majority of their time doing everything except opening your emails, visiting your site or viewing your content. Your Turn.

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How Account Based Advertising Really Works

Digital B2B Marketing

Then we turn around and give them a wealth of other information, all of which serves you, the marketer and advertiser, when it comes to targeting ads. 2015 seemed like a breakout year for account-based advertising, with a flurry of account-based advertising offerings hitting the market. Interest in account-based advertising is, no surprise, following the adoption of account-based marketing.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Three Data Opportunities B2B Marketers Are Missing Today

Digital B2B Marketing

Use third-party data about visitors here to deliver information that is more likely to be relevant to each visitor. You need to clean up your data and append information that enables relevant segmentation. Don’t be lulled into a false sense of confidence even if you have relatively current information collected on your website. Sound ok? Better Ways To Use Data.

B2B Marketers Are Turning Away Prospects

Digital B2B Marketing

Doing it effectively requires creating content prospects want in a format that is easy to engage with while capturing the information you need. Informing Is Not Selling Your content should solve your prospects problems, not deliver a sales pitch. Key Takeaway: Use your content to educate and inform, not sell. Does Your Content Create A Barrier? Only 40% share webcasts.

Marketers Are Dramatically Underreporting Results from Twitter

Digital B2B Marketing

Below is a screenshot of the custom Google Analytics filter I am using to capture this information. B2B marketers are undervaluing Twitter’s contribution to their business. That’s hard to believe at a time when many B2B marketers are glomming on to Twitter like it’s the last shiny object opportunity they will ever have (even turning to spamming ), but it’s true.

Top 3 Reasons Your Content Marketing Program Fails

Digital B2B Marketing

You need to meet an information or entertainment desire of your audience and you have to become recognized for it. Everyone in B2B marketing says content marketing is important. Everyone is increasing content marketing’s share of the budget. And yet most B2B marketers don’t feel like their content marketing is effective. Stats available from CMI’s benchmark report ). Sorry.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

7 Steps to Find Your Content Marketing Sweet Spot

Digital B2B Marketing

Up until here, this is hopefully information you already have. 3. You are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content. Your content supports the sales process and effectively communicates the value of your solutions to prospects. Content that drives overall visibility for your company is different.

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