Digital B2B Marketing

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6 Ways B2B Marketers Are Falling Short Today

Digital B2B Marketing

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. Sure, marketing is changing faster today than it did yesterday. It doesn’t matter how fast marketing is changing! But they are places many B2B marketers, including myself, should be doing so much more. 1. Your turn.

How We Systematically Overvalue Content Consumption

Digital B2B Marketing

B2B marketers today are not optimizing programs to reach and engage their best prospects. Who does that mean we are really optimizing our marketing for? When we start incorporating data from beyond just interactions with our own content, we get a little bit broader view, and our marketing can be measurably improved. 2. Content content marketing lead scoring measurement

How to Solve the Marketing Skills Gap In Your Company

Digital B2B Marketing

A few weeks ago I was talking to Maureen Blandford about marketers, marketing technology, and the need for all of us to move faster. Our conversation turned to skill sets and the current digital and technology skills gap in marketing today. ” We continue to hear about the skills gap in marketing today and marketers are continuing to get trained on technology.

5 2015 Predictions Only a B2B Marketer Would Care About

Digital B2B Marketing

Instead, here are my five B2B marketing predictions for 2015. 1. Predictive Marketing Goes Mainstream. Predictive marketing is already a hot space, but it hasn’t hit its mainstream stride yet as a solution for B2B marketers to segment and prioritize leads for marketing and sales. Look for one of the “marketing cloud” companies (i.e.

The B2B Marketer's Field Guide To Customer Engagement

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

Digital Marketing’s Massive Measurement Lies

Digital B2B Marketing

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. No wonder 8 in 10 CEOs don’t trust the work marketing is doing. Yikes!

B2B Marketing’s Measurement Problem

Digital B2B Marketing

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. In short, they get the benefit of much of the work your other marketing efforts did. The conclusions are true because of the system marketers are working within.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

marketing automation program. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. Unless you are Google, IBM or Oracle, there is a good chance part of your market doesn’t really know you exist. You have a lead generation program. Just Get Started.

Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

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? How Outbound Marketing Contributes to Inbound Marketing. 1. Outbound Marketing Seeds Content. Your Turn.

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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.

LinkedIn Sponsored Updates: The Best B2B Social Advertising Option Yet?

Digital B2B Marketing

Have you felt like social advertising just wasn’t right for your B2B marketing? This looks like the most compelling social advertising offering yet for B2B marketers. LinkedIn Sponsored Updates change that, giving marketers the ability to promote updates in the LinkedIn content stream beyond their own followers or connections. Supports Content Marketing Programs.

Old Content is the King of Content Marketing

Digital B2B Marketing

Old content is the real king of content marketing. Old content is the reason content marketing takes so much time, in months or years of calendar time, not in hours of effort, to reach its potential. Below are organic search results for three B2B marketing oriented searches. B2B Marketing Strategy Search Results. Content Research inbound marketing search

Five Biggest Infographic Mistakes Marketers Make

Digital B2B Marketing

It seems there is another marketing infographic hiding around every corner of the web, and it will probably fall well short of its potential. Here are 5 of the biggest infographic mistakes marketers make with an example of each. 1. link] Source: [link] Your Turn What other mistakes do marketers make with infographics? Beyond being hard to read, it can even mislead.

No!! LinkedIn Just Went Klout On Us!

Digital B2B Marketing

There is no difference between a brand new coworker or sales contact and a client that has worked closely with me and has first-hand knowledge of my B2B marketing experience and skill set endorsing me. If you have viewed a LinkedIn profile in the last couple days, chances are you have seen a new box at the top of the page prompting you to endorse the individuals skills. Gamified LinkedIn?

9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. ” To some people, this is an example of integrating their disparate marketing efforts. Whitepaper All whitepaper means anymore is a PDF from marketing.

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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.

The Most Dangerous Opinion in Marketing: Yours

Digital B2B Marketing

How does your opinion influence your marketing activity? Has your personal experience with social media increased your perception of its marketing value? Further proof that marketers are different: The infographic below, originally created by Heat, highlights just how extreme some of the differences are. As a marketer, simply getting to know your audience is not enough.

LinkedIn Just Went Into the Publishing Business

Digital B2B Marketing

Since LinkedIn has also been called the best social media site for B2B marketing, this is a change and you should care about. What Should Marketers Do With LinkedIn? Your Turn What do you think of the changes or what new opportunities do you see for marketers in LinkedIn’s changes? Nowhere. Not even the Wall Street Journal, Forbes or Huffington Post (irony, huh?)

The Real Challenge for B2B Content Marketers

Digital B2B Marketing

B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). The content marketing community is misleading itself. source ). How did we get here?

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. The vast majority of marketers, and many individuals, are utterly failing to deliver what we expect from real media companies: Insight and perspective on the market. In one sense, it is true. Share them!

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.

6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch. In addition, they need to offer sufficient targeting for the broader marketing efforts of many mid-sized or large enterprise marketers.

The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. For most B2B marketers, it isn’t nearly enough. Facebook’s targeting options for B2B marketers are far better than many people give it credit for.

5 Key Elements of Modern Inbound Marketing

Digital B2B Marketing

Last week, I made the case for a new definition of inbound marketing , or as Michael Brenner ( @brennermichael ) called it in the comments, a “call to arms” for inbound marketers. The new definition: Inbound marketing is marketing focused on being found through the recommendation of others and delighting everyone that finds you. It is what others recommend.

Two Killer Google+ Mistakes

Digital B2B Marketing

Here are two scenarios: I put you in my B2B marketing circle and you put me in your photography circle. Now my B2B marketing stream is filled with photography posts and your photography stream is getting my marketing posts. I put you in my B2B marketing circle and I begin seeing all of your updates, on any topic, so long as they are public. Except Google+.

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The Rise of the Customer Marketer

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

How Account Based Advertising Really Works

Digital B2B Marketing

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. LUMA Partners even singled out Account Based Marketing as an area they expect to take off within MarTech this year. IP Targeting.

4 out of 5 Marketers are Zombies! [Infographic]

Digital B2B Marketing

Like everything else in marketing, it lives on. Most marketers want everything around them to be dead. But the only thing dead in marketing are marketers. Marketers wandering the halls and invading meeting rooms. Marketers Blindly Follow They adopt the industry buzzwords and borrow “best practices” from those around them. Quick, call it dead!

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

Digital B2B Marketing

Publications from mainstream (Mashable wrote “ get your Google+ brand page into as many influential people’s circles as possible “) to niche (HelloBloggerz.com wrote “ brands need to invest more time into promoting their Google Plus brand pages “) are misleading marketers. Multiple articles point to brand pages as the solution. Each has its challenges. 1.

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Understanding Intent Behind Content Consumption

Digital B2B Marketing

These are ways people find your content, and without them your content marketing would fail. B2B Content Marketing and Understanding Visitor Intent. Particularly for B2B content marketers, understanding the intent behind someone spending time with your content is key to improving your content marketing. It is time to bring a similar mindset to your content marketing.

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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

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

As a B2B marketer, it is easy to find people to follow on Twitter, right? Big names in B2B marketing, content marketing and social media seem to be everywhere. Here are 15 hidden gems B2B marketers should be following. Championing efficacious sales support & marketing for B2Bs – figurative middleware for B2B Sales & Marketing Alignment.

7 Blogging Mistakes B2B Marketers Make

Digital B2B Marketing

It Smells Like Marketing Let’s face it, no one wants to be marketed too. See 7 Steps to Find Your Content Marketing Sweet Spot for tips on avoiding this. 3. We have all seen the lackluster corporate blog. Some days, I wonder what went wrong. Others, I wonder why they thought they could get it right. Corporate blogs are increasingly standard in B2B organizations.

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29 Signs You Need a Break From Marketing

Digital B2B Marketing

Over time, your role in marketing begins to permeate every part of your life. If more than a handful of these describe you, it is time to get to know, again, what the world beyond your marketing bubble is like. You attempt to decipher the intent behind marketing and advertising you see. You steadfastly believe email marketing is a good thing. Yes, that’s twice.

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10 Things You Need to Know About B2B Mobile Marketing

Digital B2B Marketing

These are the same business decision makers and influencers your B2B marketing is targeting. Last week nearly 50 marketers joined #B2Bchat on Twitter to discuss the state of mobile 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.

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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

4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue. However, sales cycles are long. Measuring B2B Publisher Lead Generation Programs. Pipeline and Sales.

Why Good Content Delivers Bad Leads

Digital B2B Marketing

Congratulations, you are a B2B content marketer. Somewhere along the line, marketers forgot that people get an education because of who they want to become, not who they are today. No, of course you don’t want to focus on just getting more leads that aren’t in your market. You have created a great industry blog and library of premium content. As it should.

A New Definition for Inbound Marketing

Digital B2B Marketing

Inbound marketing is a hot topic in B2B marketing. However, as more B2B marketers grab the inbound marketing flag, many will miss the two keys to making inbound marketing effective: Be found through the recommendation of others. ” The most common functional definition of inbound marketing is the combination of search, social and content. Social media?

B2B Marketing Meets Video: Insights from 21 Marketers

Digital B2B Marketing

Just over half (52%) of B2B marketers are now using video, a 27% increase over the year before. However, that means nearly half of B2B marketers are not using video yet. Last week for #B2Bchat I moderated a discussion on video in B2B marketing, including why B2B marketers should care , how to get started, production quality and tools and resources.

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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