Digital B2B Marketing

APRIL 2, 2013

The buying process may take 12 to 18 months. It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? The problem doesn’t begin with marketing though. Beyond cold, these leads may frozen solid.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 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

MARCH 1, 2012

Increasingly, marketers don’t know where their content is either. B2B technology marketers running lead generation programs are finding their content or offers on a wide range of sites they never intended to place their content on, yet they are paying $20 to $60, or more, every time someone downloads their content from these sites.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 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

APRIL 4, 2013

In marketing, and particularly in B2B marketing where we have fewer sources of reliable information, we are all looking for new opportunities for our business. Did it indicate how important social media is in the buying process? Do they have experience targeting your audience for similar marketers with similar goals?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 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

AUGUST 30, 2011

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 “). With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? And what does that have to do with a woozle?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

OCTOBER 11, 2012

B2B Marketing That Meets Needs Today, most sophisticated B2B marketers are focused on providing information that allows buyers to meet their business needs. As you help potential buyers through the process, they will become more familiar with you and your solutions as well, leading to an opportunity to make a sale.

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

SEPTEMBER 13, 2011

Here are two implications for marketers of this new state of partial attention. As attention spans are reduced, marketers must move to shorter, punchier formats that grab and briefly hold our attention. Marketers must deliver increasingly prescriptive information that requires less critical thought. Shortened attention spans.

Television marketing 100

Television marketing Mobile Marketing Buzz Lead Ranking 100

Digital B2B Marketing

NOVEMBER 1, 2011

Maybe not you, but some B2B marketer will). Marketing in this environment is not about one person. Marketing must address the perspectives of multiple influencers, meet a range of requirements and anticipate questions and objections. In Summary B2B marketers, you are marketing to people and that hasn’t changed.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 17, 2011

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The problem is, marketing advice is prescriptive. If you are not already, you need to develop an inbound marketing program. More than two-thirds of IT buyers use social media during the purchase process.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The problem is, marketing advice is prescriptive. If you are not already, you need to develop an inbound marketing program. More than two-thirds of IT buyers use social media during the purchase process.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 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

JUNE 11, 2014

Digital marketers are getting hooked on reporting bigger numbers, but in the process your marketing may actually be making a smaller and smaller impact. Marketers are making a land grab, including in their reporting big swaths of results that were not driven by their marketing efforts. Branded search.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 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? How do you drive demand for your product?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

AUGUST 14, 2012

CRM Retargeting Applications for B2B Marketing The possibilities are nearly endless. Bring Your Lead Nurturing Program to Advertising As potential customers move through the buying process, online advertising can be tailored, delivering the most appropriate message to each potential customer.

CRM 100

CRM Advertisements Advertising Tactics 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. The problem is, your buyer’s process is not built on your email or your phone. No thanks, I’ll pass.”

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 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. The problem is, your buyer’s process is not built on your email or your phone. No thanks, I’ll pass.”

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 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. “Why do you want my email and phone number again? So your sales consultant can contact me? No thanks, I’ll pass.”

Consulting 100

Consulting B2B Sales Marketing Automation Contact Marketing 100

Digital B2B Marketing

MAY 5, 2011

Lead generation, for purposes of this post, is collecting registration information for content, in order to build a marketing database or deliver leads to telemarketing and then on to sales. Delivering leads for sales drives today’s B2B marketing organization. B2B marketing is all about lead generation.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

OCTOBER 17, 2016

B2B marketers today are not optimizing programs to reach and engage their best prospects. We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. Who does that mean we are really optimizing our marketing for? Serial content consumers.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

JUNE 26, 2013

Despite the capabilities of modern marketing automation platforms, many B2B marketers still approach nurture with a short term mindset. Your primary goal is to increase engagement, raise lead scores and pass a more active “lead” to sales as quickly as possible. Long-Term Nurture Programs. Background Nurture.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 100

Digital B2B Marketing

FEBRUARY 16, 2015

I had a chance to talk to Toby recently (when he was still with CBSi) and he shared three of the most common mistakes he sees B2B marketers make when they first start working with publishers. I 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).

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

APRIL 11, 2012

In many B2B marketing organizations, marketing is expected to deliver leads and sales is expected to close. But is this really perfect sales and marketing alignment? But is this really perfect sales and marketing alignment? He also points out that sales and marketing both contribute through the entire funnel.

Top of Funnel 100

Top of Funnel Marketing Qualified Leads Sales Qualified Leads Advertising Agencies 100

Digital B2B Marketing

JUNE 7, 2012

Some days B2B marketing discussions seem more like a reading of alphabet soup. With lines like “we need SME commitment before developing DDMs for the ABM program”, it is no wonder marketers often struggle to communicate internally. Marketing Program and Concept Acronyms DM : Direct Mail DDM : Dimensional Direct Mail.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

DECEMBER 3, 2013

“Paid search is slowly failing B2B marketers.” For years paid search has been one of the most cost-effective media channels for B2B lead generation. But over the last year, I have seen or heard case after case of B2B marketers struggling to make paid search, and Google AdWords in particular, cost-effective.

Paid Content 100

Paid Content Search Marketing Paid Search Agency Budget Programs 100

Digital B2B Marketing

MAY 16, 2013

Last week we shared 5 B2B marketing mistakes that are hard to avoid , and asked for your contributions to complete the list. Below are six more mistakes, including your contributions, that are deceptively easy to make in B2B marketing. Then test marketing that is created for your audience, not for you. Logical, right?

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 6, 2012

The question is, are you delivering convenience for your audience at every stage of the the buying process? Why B2B Marketing Must Be Convenient What does convenient marketing look like? Making Your B2B Marketing Convenient Here are three ways to deliver convenience to your audience and improve your marketing: 1.

Work Management 100

Work Management Content Marketing Wikipedia Marketing Management 100

Digital B2B Marketing

MARCH 1, 2011

Digital B2B Marketing Eric Wittlake's Blog on B2B and Digital Marketing Home About Posts Comments Media Rants In Practice Measurement Content Research Social Media News In Theory Demand Generation ← Ad Networks, Exchanges and … B2B? Leads are an obvious choice for many B2B marketers. get the numbers b.

Advertisements 100

Advertisements Advertising Planning B2B Thought Leadership 100