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The state of B2B marketing in Asia—moving toward digital

Biznology

While teaching in Hong Kong for the semester, I’ve had the chance to meet some very interesting people.  A standout in the B2B marketing field is David Ketchum , CEO of the demand generation agency Current Asia , and author of Big M, little m Marketing: New Strategies for a New Asia. David also serves as chairman of the Digital + Direct Marketing Association of Hong Kong.

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Search: The art and science of identifying your target audience

Biznology

A common theme with marketers is to acquire as much intelligence, data, and insight as possible in order to “place your bets”: meaning, you want to make sure that the money you are spending on marketing will ensure the people you want to reach actually consume your messaging and then act accordingly. With digital, marketers have access to more data and insight than ever.

The more the messier for content marketing SEO success

Biznology

You need to spend only 20% of the time you do on your content marketing and marketing SEO than you’re doing — at least for now. Unfortunately, all this esprit de corps  is mostly wasted in your pursuit of search engine optimization (SEO) ranking and in your content marketing campaigns. Leave everything else as close to as-is as possible. Please. And though only.4%

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7 key roles in digital marketing

Biznology

It was a lot of fun presenting Outside-In Marketing to local executives and students at UConn Stamford, which hosted the event. “What kind of team do you need to create outside-in marketing content?” They come from all walks of marketing, but just want to learn how to get better results with their digital investments. Content strategist. You read that right.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

The ugly side of digital transformation

Biznology

Domino’s Pizza became a hub of digital innovation in its market only after its shares sank to $3 per share in 2008 and its brand was becoming a social media laughing stock. BPR spawned conferences, books, and countless consulting engagements, but there’s little evidence that anyone benefited from it other than the authors and consultants. Unfortunately, the latter is more likely.

Interactive video for sales just got a big boost from Apple

Biznology

And it could be a game-changer for marketing videos. Though much-used in eLearning, interactive video has been widely ignored by marketers for more than a decade. In a wide-ranging report, The Future of Video , Feng Li  of London’s Cass Business School  writes that “video is not simply an important part of the online experience. Increasingly, video is the internet.” Like this post?

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Design thinking

Biznology

Design thinkers rely on customer insights gained from real-world experiments, not just historical data or market research. In our days, design becomes the cornerstone of digital transformation projects. Regardless of the industry or the verticals companies or consultancies operated based on, (what does this mean exactly?), Batten Briefings 2015). Like this post? Sign up for our emails here.

Real examples of how account-based marketing & selling is driving higher revenues on LinkedIn

Biznology

In an article in Content Marketing Institute’s magazine , Jonathan Crossfield compares this scattershot “volume” method to a realtor’s flyer marketing efforts. targeted, account-based marketing approach is key in this case. Recent studies show that account-based marketing approaches generate a higher ROI. Our client had to give prospects a reason to change.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Analyze your target’s buying process, for greater marketing efficiency

Biznology

B2B selling is a complicated affair, but you can simplify your marketing strategies dramatically with buying process analysis. Your marketing investments will become much more efficient, being applied to their best use. The stages are pretty obvious—any marketer can create such a list on the back of a cocktail napkin. Voila! Let’s look at how this works. And so on.

Influencer marketing is one percent inspiration, ninety nine percent perspiration

Biznology

Last night I had the honor of dusting off my trusty old long tail earned media blogger outreach deck and updating it for the new world of earned media influencer marketing for the lovely  Brigitte Winter and her Georgetown School of Continuing Studies  students. So, today your speaker is  Chris Abraham :  Influencer Marketing is One Percent Inspiration, Ninety Nine Percent Perspiration.

Micro-influencer marketing is the new long tail

Biznology

Even more, I play so far down the long tail of influence that I can still create micro-influencer marketing campaigns that are earned media campaigns. Digital Marketing Strategy and The Rise of The Micro-Influencer. Micro-influencers are changing the way brands do social marketing according to new report. Influencer Marketing: The Beginner’s Guide To Micro-Influencers.

What can Donald Trump teach us about market research?

Biznology

So what does this have to do with market research? Electoral polls are actually one of the purest forms of market research. Businesses conduct market research all the time, but have no election day results to prove that it works. Could your market research be equally flawed because your customers don’t want to tell you the truth? What happened? Plenty.

What is structured content?

Biznology

Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing , the one that has attracted the most questions from my colleagues is the section on structured content. All that did was change the shape of the content.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

How even social media & social selling experts are getting LinkedIn wrong – Part 1

Biznology

showed how the actions of these CMOs and others are the reasons behind why 8 out of 10 sales and marketing leaders are unable to prove a clear social media ROI on LinkedIn. except for anyone in marketing automation) and “Why Microsoft Buying LinkedIn is Like the Warriors Signing Kevin Durant.” Click here to read the post on the Biznology.com blog. Like this post?

Earned media influencer marketing demands your awesome

Biznology

I’ll be honest with you, relatively few companies can conduct a successful earned media influencer marketing campaign. Earned Once the influencer loses editorial control by virtue of receiving pay-per-post compensation, the campaign is no longer public relations or even marketing, it becomes advertising. Earned media influencer marketing is time-consuming. Well, you can.

IT buyers are calling for a change in how you market & sell to them on LinkedIn

Biznology

If you want to reach, connect and engage with more IT buyers, then as a sales and marketing professional, you need to position yourself as an expert who wants to have a real relationship that’s based on up-front value. Yes, I’m saying that the marketing standard of giving value after the fact needs to change! They want a relationship based on real, up-front value.

Today’s online influencers are wicked tough

Biznology

They’ve even sorted out the dark art of affiliate marketing and have tuned their lowly Honda Civic blogs into Fast and Furious: Tokyo Drift ! So, welcome all you online influencer marketers , and you’re welcome! So, welcome to this fine world of influencer marketing, be it earned media blogger outreach or paid micro-influencer engagement. Landmine? Solid ground?

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Socialize your videos for business development

Biznology

Sales and marketing people take note: v ideo is a medium used for everyday social communication. Marketers surveyed by Ascend2 ranked the importance and effectiveness of common video types as follows: Customer testimonials. People spend more than 100,000,000 hours every day  watching video on Facebook , which will soon be 100% video, according to Mark Zuckerberg. Video blogs.

Selling is to hunting like marketing is to trapping

Biznology

Do you live and breathe social media marketing ? Even if you’re coddled by a sales team or protected by the full force of an agency, you’re developing the skills associated with selling and marketing. That said, you can take advantage of contextual advertising and affiliate marketing in a vacuum. Selling is to hunting like marketing is to trapping.

4 Ways to really engage your customers on social media

Biznology

Public Relations Social Media Marketing Social Media/PR branding campaign contests customer engagement Customer experience email updates events Facebook graphics holidays images March Madness new traffic Papa John's reliable content social cause social media social media audience videosWord questions with care. If you ask your fans or followers questions, you may get a few brief responses.

What content to blog for Google search success

Biznology

After I wrote  The More the Messier for Content Marketing SEO Success  I received an email thanking me for the post, but also noting something else. While learning how to write content to best support your marketing goals, the golden ticket is what to write, week-after-week, that will drive people organically, over time, more and more, to your website. What to Write? You heard me.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

If you post it will they come?

Biznology

Content Marketing Internet Marketing Social Media Marketing Facebook Google Google Analytics Hootsuite Search engine optimization Self Incorporation social media twitter Uniform Resource Locator YouTubeI work harder promoting my online content than I do writing the posts themselves. And so does everyone else, including mainstream media. Not even revolutions just happen.

Influencer outreach is more PR than marketing or advertising

Biznology

When I pitch my influencer marketing services these days on behalf of my digital agency Gerris , I find that I am not competing against humans at other agencies, I am fighting it out with Google AdWords , Facebook Ads , Twitter Ads, Bing Ads and even Pinterest Ads. You need to start with an amazing product even before you start an influencer marketing campaign ). Payola, baby!

Personalized content for more effective content marketing

Biznology

Content marketing is, of course, a great way to attract and engage an audience, but if you’re putting out one set of content for all comers, you’re wasting an opportunity to engage more deeply. It can be a part of your website content strategy, email marketing, and social media marketing, with implementation range from DIY-simplicity to enterprise-level technological wizardry.

Why don’t more marketers use keyword research?

Biznology

The main point of the talk was about building brands using the methods Mike and I promote in our book: Outside-In Marketing: Using Big Data to Guide Your Content Marketing. Over the course of the podcast, David wondered out loud why more marketers don’t consult keyword data when writing and editing content. Marketers are notorious for not liking math. Like this post?

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

Earned-media micro-influencer marketing master class

Biznology

To guest lecture at Professor Shashi Bellamkonda ‘s Social, Mobile and Search Marketing class at  Georgetown University School of Continuing Studies , XCPD-732. Micro-Influencer Marketing is 1% Inspiration, 99% Perspiration. Try out all the tools : it’s a buyer’s market. The post Earned-media micro-influencer marketing master class appeared first on Biznology.

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Are you taking advantage of B2B marketing data?

Biznology

Frequent readers know that most of my marketing experience is B2B rather than B2C, and that virtually everything I do is data driven. So, perhaps you might think that I didn’t have much to learn when I picked up  B2B Data-Driven Marketing by fellow Biznology blogger Ruth Stevens and Theresa Kushner. No B2B marketer should be without this book. Wrong. Like this post?

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How to implement a Video 1st content marketing strategy that drives action

Biznology

Because of the importance consumers and business decision makers are putting on content, many marketers and business owners are challenged with how to create the ongoing flow of quality business content that they need to drive their marketing objectives. Why a Video First content marketing strategy makes sense. How to execute a Video 1st content marketing strategy?

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Influencer marketing tools of the trade

Biznology

Dan Krueger and I just launched a new influencer marketing campaign on behalf of the best pure, extra virgin, raw cold pressed, and alkaline coconut oil, Skinny Coconut Oil. If you’re an aggressive email marketer, GoDaddy can really zing you if they, for whatever reason, are displeased by your behavior. While influencer marketing is PR, you need to treat it like sales.

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Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

What is Social Media Marketing?

Biznology

guess it all boils down into the catch-alls of Internet Marketing , Digital Marketing, and Digital PR. Social Media Marketing  — according to Wikipedia , “social media marketing is the process of gaining website traffic or attention through social media sites.” ” Notice a strange similarity to Inbound Marketing? development (is anyone listening?),

Do-it-yourself influencer marketing

Biznology

Chris Abraham’s latest webinar was about influencer marketing. You’ll get tools for your own influencer outreach campaign for as little as a bit more time than you’re already currently wasting on content marketing.  . Content marketing is expensive in time and cash. The post Do-it-yourself influencer marketing appeared first on Biznology. Like this post?

3 predictions for online marketing in 2016

Biznology

Pre-order Outside-In Marketing by  James Mathewson and   Mike Moran. . It’s just like investing in the stock market: brokerages and agencies always have the advantages; and, high-revenue corporations can just absorb some bad decisions as part of a larger plan (which is, they can afford to make bad decisions). There’s more! It’s amazing stuff. And the free ones?

Search Engine Marketing is Legion

Biznology

I just discovered that Search Engine Marketing (SEM) isn’t just a rebrand of Search Engine Optimization (SEO), a marketing discipline that is almost universally damned as being shifty, black-hat, and more than just a little shady. In that chat, I learned the difference between Search Engine Optimization and Search Engine Marketing: SEO is tactical, SEM is strategic.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful