Digital B2B Marketing

AUGUST 22, 2013

All too often marketers marketers end up with these funhouse mirror personas: grossly distorted and misleading views of the audience that focus attention on irrelevant features while obscuring the most important ones. Don’t just focus the discussion on views of your category or company. The Title Persona. Strategy personas'

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

DECEMBER 12, 2013

Here are two recent examples: Oppenheimer published their view on why actively managed funds are key in emerging markets. Of course, they offer actively managed funds and they hope that by publishing their marketing view on Forbes, you are more likely to believe it. For both their audience and Google. The Future for Native Advertising.

Advertisements 100

Advertisements Advertising Google Work Management 100

Digital B2B Marketing

JUNE 21, 2012

It Informs What could happen if someone compromised our systems, instead of a physical location? It is Worth Sharing Because of all of the elements above, the video is worth sharing and on YouTube has been viewed more than 1.1 And 150,000 views for a niche category like this is commendable. million times.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

Digital B2B Marketing

DECEMBER 20, 2011

Thought leadership requires your point of view to be broadly distributed and recognized across a peer group , where it can drive discussion and shape opinions. The content you are using for lead generation is expected to be valuable, you only need to establish the information’s relevance to the audience.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

MARCH 12, 2014

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. It is very similar with content. In Practice.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

NOVEMBER 14, 2011

Join #B2Bchat on Twitter, every Thursday at 8:00 Eastern time, follow @B2B_chat for more information on the discussion each week. Join the Discussion Do you have a view on content marketing in B2B? Highlights from the discussion along with my own summary and commentary are inline below. You can also see the summary on Storify.

B2B Marketing 100

B2B Marketing B2B Content Twitter 100

Digital B2B Marketing

NOVEMBER 14, 2011

Join #B2Bchat on Twitter, every Thursday at 8:00 Eastern time, follow @B2B_chat for more information on the discussion each week. Join the Discussion Do you have a view on content marketing in B2B? Highlights from the discussion along with my own summary and commentary are inline below. You can also see the summary on Storify.

B2B Marketing 100

B2B Marketing B2B Content Twitter 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Priorities, pain points, information sources, buying process, motivations and roles are key pieces of information. Information on their consumer profile is far less valuable in a B2B context. Looking for more information on creating and using B2B buyer personas? Keep personas focused on the business environment.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

OCTOBER 4, 2011

Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising. Your Turn What is your view on audience targeting?

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

AUGUST 16, 2012

Instead of making information easier to consume, many infographics make it harder to understand the information they present or even outright mislead. In particular, look at the environment key below and map that information in the infographic. If it isn’t informative, useful or entertaining, just stop.

Segmentation 100

Segmentation Statistics Internet Marketing Social Media 100

Digital B2B Marketing

DECEMBER 4, 2012

A good valuation methodology lets you look beyond the results of a current campaign and get a better view into the long term impact it will have on your business. Here are three examples of how marketers will be able to use this information to improve their social media marketing programs. via Wikimedia Commons.

Wikipedia 100

Wikipedia Social Media Hubspot Sample 100

Digital B2B Marketing

OCTOBER 4, 2011

Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising. Audience targeting was very cost effective, driving lower cost per page view and a highly engaged audience.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 30, 2012

Have a strong point of view and let it shine through. Use the format that presents the information clearly and concisely. Provide a path to more information. It takes more than brief to keep our attention. The more entertaining and engaging your content is, the longer it will keep someone’s attention. But keep it brief!

Content Marketing 100

Content Marketing Tips Content Act-On 100

Digital B2B Marketing

SEPTEMBER 13, 2011

Mobile is extending the always on, at our fingertips information environment. Without full and extended focus on information, our ability to consume, process and consider the full implications of information is reduced. Marketers must deliver increasingly prescriptive information that requires less critical thought.

Television marketing 100

Television marketing Mobile Marketing Buzz Lead Ranking 100

Digital B2B Marketing

MAY 22, 2012

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.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

FEBRUARY 14, 2012

Highlights from the Twitter chat are below, or you can view the summary here on Storify. Join #B2Bchat on Twitter, every Thursday at 8:00 PM Eastern time, follow @B2B_chat for more information on the discussion each week. Are you a B2B marketer or interested in B2B marketing?

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 100

Digital B2B Marketing

JULY 26, 2011

My Christian outlook has a strong influence on my view of marketing, something a number of people have assumed need to be at odds. Although my focus on numbers has evolved, in business, information still fuels me. Almost all of our information comes from online and old fashioned books. Both views are probably right.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

JANUARY 22, 2013

If you want a better understanding of the data that is available about you, you can view your profile on BlueKai or Bizo. Serendipity is when you deliver exactly the information needed, without it being requested or making the recipient feel like you have hacked into their email. Glad you asked.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

NOVEMBER 15, 2012

Rather than push the business rules and logic over to the DMP, marketing automation firms need to bring this information into their platform, allowing it to improve today’s right message right time algorithm. Share your view in the comments below or with me on Twitter ( @wittlake ). Your Turn This is one possibility.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services Marketing Management DemandBase 100

Digital B2B Marketing

MAY 13, 2014

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. Share your view in the comments below or with me on Twitter ( @wittlake ). What am I missing, what do you plan to use Twitter’s mute button for?

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 100

Digital B2B Marketing

JUNE 11, 2012

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. Content curation can be a valuable activity. Similarly, a research librarian is valuable.

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

JUNE 20, 2013

When my laptop was open and ready for more comfortable viewing. Yes, QR codes can offer a convenient alternative to URLs or contact information, but stop making these QR code mistakes. When you scanned it (yes, I did, I was so floored by the execution), you went to a page with a flash video providing more information.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

MAY 9, 2011

Between companies sharing their own cases on sales and marketing alignment and the planning frameworks, examples and data from SiriusDecisions analysts, it was a three day information firehouse. Here is my view on how a service attitude towards prospective customers underlies three of the key messages from SiriusDecisions.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

JUNE 2, 2011

Current information is critical when I’m looking to stay abreast of the industry. You can’t break the news, but you can at least bring a point of view. And they have become recognized as a leader not for offering a simple solution, but for offering valuable information. No Investment Required. Consumable. Accessible.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

SEPTEMBER 24, 2013

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. and Chango collect information about what you search for and that information is sold and used to target advertising.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

OCTOBER 18, 2011

A New Access Layer When we visit web pages or view content, we will see both the underlying content and the social interaction that has happened. With tools like Summify or LinkedIn Signal , it is already possible to discover information from your network without ever looking at individual updates or shares.

Social Media 100

Social Media Media Linkedin Landing Pages 100

Digital B2B Marketing

FEBRUARY 25, 2014

Gary Thuerk, referred to as the father of spam, said “I never fill out any personal information on Web sites because it all goes into some kind of marketing database” in an interview with eSecurity Planet. Share your view in the comments below or with me on Twitter ( @wittlake ). Strategy banners Email Spam Toyota'

Rules 100

Rules Paid Search Agency Banners Barriers 100

Digital B2B Marketing

JULY 11, 2013

When peers recommend your company to a prospect who already knows and is interested in you, the recommendation is more memorable and confirms their view that your company should be considered. Visitors are more willing to share their information with a brand they respect and trust than one that is completely unknown.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. The choice someone makes provides information about the type of content they are interested in or the stage in the buying cycle they are at. Share your view on this approach below or with me on Twitter ( @wittlake ). Circle Back.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 28, 2012

Here are statements I was hearing regularly just two years ago: B2B decision makers don’t use search engines, their team provides all the information they need. Just don’t keep staring in the rear view mirror to decide where to go. B2B buyers won’t read content on their smartphones.

Twitter 100

Twitter B2B Marketing Internet Marketing Course 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Your Turn Will B2B marketers embrace buyers that spend 60% of their time before engaging with the company or will they continue to focus on the traditional registration process and capturing contact information? Share your view below or with me on Twitter ( @wittlake ).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

JANUARY 31, 2012

As buyers take on more of the burden of research and education, sales must be ready to followup with a conversation that is relevant to a more informed buyer. Share your view in the comments below or with me on Twitter ( @wittlake ). Educated Buyers. In Summary Make sure your product or service is ready. Finally, start your marketing.

Business 100

Business B2B Sales Paid Search Agency Startups 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Will B2B marketers embrace buyers that spend 60% of their time before engaging with the company or will they continue to focus on the traditional registration process and capturing contact information? Share your view below or with me on Twitter ( @wittlake ). About Eric Wittlake.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

JANUARY 12, 2012

Metrics may inform your vision, but purely following your metrics will lead you away from it. Share your views and examples in the comments below or with me on Twitter ( @wittlake ). Or as Twain would likely have summarized it: Lies, Damn Lies and Marketing Metrics.

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

MARCH 25, 2011

Curating content reduces the burden of original content creation , allowing marketers to pull from the best information available for their audience, regardless of source. With so much content and so many great sources, simply sharing great information (as if it is simple) isn’t enough. Views expressed are my own.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

OCTOBER 6, 2011

When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably. Publishing Hubspot is a great example of a company becoming an information source in a category.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100