Digital B2B Marketing

DECEMBER 13, 2011

What are B2B marketers biggest measurement challenges? You can also view the summary on Storify. Add your own view to this discussion in the comments below. How do they effectively communicate results within the organization? What are the trends they are looking towards in 2012?

B2B Marketing 100

B2B Marketing B2B Marketing Analytics Tools Twitter 100

Digital B2B Marketing

FEBRUARY 25, 2014

Marketers are looking for a way to get attention, to get their message across and ultimately to get an advantage over their competitors. Marketing has become a bad word to many. As a marketer you may even cringe in certain settings when you are asked what you do. The Golden Rule. I’ll spare you the link to the ad).

Rules 100

Rules Paid Search Agency Banners Barriers 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. View-through Reporting.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

JUNE 21, 2012

That definitely would not be marketing. It is an example of content marketing that many B2B marketers can learn from. Here are a few of the things that set this video apart as part of a marketing program. Here are a few of the things that set this video apart as part of a marketing program. It is educational.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

Digital B2B Marketing

NOVEMBER 14, 2011

Thursday’s B2Bchat discussion focused on content marketing for B2B. 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

Thursday’s B2Bchat discussion focused on content marketing for B2B. 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 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

APRIL 9, 2012

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. Here are two of the easiest opportunities for many B2B marketers to execute on: Repurpose existing content. A summary of the discussion is included below.

B2B Marketing 100

B2B Marketing Video Marketing B2B Paid Search Agency 100

Digital B2B Marketing

OCTOBER 24, 2011

These and other questions were debated during a Twitter #B2Bchat on Thought Leadership in B2B Marketing on October 13, and I had the privilege of moderating the discussion. Notably, when people shared their own marketing thought leaders at the end of the discussion, there were no companies mentioned.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 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

APRIL 11, 2013

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%). We said content marketing was cheap.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

AUGUST 13, 2013

Are you ready to be an agile marketer? It wasn’t on the market, and frankly, we didn’t think it would close. And our experience is reinforcing three key requirements to be agile in marketing, and in life. Like many long term business and marketing goals, our personal dream was still fuzzy around the edges.

Planning 100

Planning Marketing & Strategy Marketing Network Marketing 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Buyer personas are a hot topic of discussion in the B2B marketing world, but how do you create the personas that you need and ensure you are getting the value you need out of them? Here are three of the takeaways I came away from the conversation with: Many B2B marketers do not understand what a persona is.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

JUNE 28, 2012

You talk about relationships as a marketer. What do businesses really mean when they talk about relationships and what is marketing’s place in those relationships with clients, prospects and the marketplace at large? There are far too many people for marketing to develop meaningful relationships.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

JULY 14, 2011

Thought leadership is a common marketing topic, but unfortunately thought leadership is not a common outcome of marketing. Part of the problem is that thought leadership marketing has lost all notions of actual thought leadership. Thought leaders understand their own business, clients needs and the larger market context.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 15, 2012

Marketers have invested in marketing automation, content and, in many cases, creating complex business rules to determine what content and message to deliver when. The next evolution in marketing automation will be extending the application of these rules across the full spectrum of digital and addressable marketing channels.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

MAY 28, 2013

If online advertising isn’t a meaningful part of your B2B marketing program, you may have dismissed the recent uproar caused by Firefox’s decision to block third party cookies. Many B2B marketers will be impacted as well. What impact does this have on your marketing? Here are a few things that will be change.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

JULY 23, 2013

What is a good ROI on marketing? If you can increase net income by 50 cents for every dollar spent on marketing, that’s good, right? in income for every dollar spent on marketing? 3x the return you are getting on marketing! All of a sudden your marketing looks pretty ineffective! Setting Partner Objectives.

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

DECEMBER 20, 2011

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. Consider the lead generation activities of the following three types of marketers.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

AUGUST 27, 2013

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 Marketing 100

Content Marketing Content Inbound Marketing Search Marketing 100

Digital B2B Marketing

JUNE 20, 2013

When my laptop was open and ready for more comfortable viewing. Marketers, stop it! In marketing, QR codes should be an alternative to typing a URL, they should never be the only option. But that hasn’t stopped marketers from using them underground in subway stations and in in-flight magazines. Make Scanning Urgent.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 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

MAY 22, 2012

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. Sirius Decisions actually labels this as inbound marketing, however I use a more limited definition of inbound marketing.)

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

JANUARY 31, 2012

Businesses turn to marketing to drive revenue, but are you really ready? Before investing in marketing you must ensure other key areas of your business are ready first. If your offering isn’t ready for the market, your marketing will not solve your problems. Finally, start your marketing. New Releases.

Business 100

Business B2B Sales Paid Search Agency Startups 100

Digital B2B Marketing

APRIL 30, 2012

In April Crain Communications, the publisher of BtoB Magazine, announced the creation of CrainsSocial , a new marketing services group offering social media solutions to marketers. This is one more introduction in a long line of changes that are blurring traditional roles in the marketing landscape.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

JULY 9, 2012

Content marketers need to deliver results in an environment that is constantly changing. Faced with these constant changes, content marketing can either devolve into a series of reactionary random acts of marketing or take the changes in stride. Expansion of your offerings into a new market. They select a competitor.

Content Marketing 100

Content Marketing Planning Marketing Management Content 100

Digital B2B Marketing

OCTOBER 30, 2012

How can B2B content marketers, who are often marketing complex products and need to share a meaningful level of detail, be effective in this environment? Keep Attention If being brief was enough, marketers would ditch traditional content and turn exclusively to social media. Have a strong point of view and let it shine through.

Content Marketing 100

Content Marketing Tips Content Act-On 100

Digital B2B Marketing

AUGUST 7, 2012

Inbound marketing is all about your content, right? If you use the components of inbound marketing I have shared or the common definition centered on content, social and search, content is at the core. During Marketo’s Social Rockstar Tour presentation, they presented two alternatives to content in inbound marketing.

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

Digital B2B Marketing

NOVEMBER 21, 2013

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. But Twitter’s introduction of the t.co

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 100

Digital B2B Marketing

AUGUST 16, 2012

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. link] Source: [link] Your Turn What other mistakes do marketers make with infographics?

Segmentation 100

Segmentation Statistics Internet Marketing Social Media 100

Digital B2B Marketing

JANUARY 12, 2012

Without marketing metrics, marketers cannot manage investments or show the value of marketing. However, without careful selection of metrics, diligent analysis and a clear overarching vision, those same metrics can become the biggest barrier to successful long-term marketing programs. Is traffic a key goal?

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

FEBRUARY 21, 2012

Pinterest is the marketing flavor du jour. Many B2B marketers do not have any presence on Pinterest. In my search for major B2B marketers on Pinterest, I only found a handful using it actively. Here are three of the better B2B marketing examples I found. Constant Contact : Looking for marketing and social media tips?

B2B Marketing 100

B2B Marketing Brand Identity Branding B2B 100

Digital B2B Marketing

NOVEMBER 10, 2011

Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you. So how do you plan and measure an influencer marketing program? Your Marketing Challenge Why are they not already using their influence this way?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you. So how do you plan and measure an influencer marketing program? Your Marketing Challenge Why are they not already using their influence this way?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

MARCH 15, 2012

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. As inbound marketing evolves, the components also need to change. As inbound marketing evolves, the components also need to change.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

JULY 24, 2012

In B2B marketing, standing out from the crowd and getting your audience’s attention is absolutely critical. The investments you have made in building your marketing database, creating content, and developing a nurture program carefully mapped to the buyer’s journey does nothing if your communication doesn’t get through.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

JULY 26, 2011

To stop with the sales, the marketing or the technology, and share a bit more about who we are when we don’t put on a public face. I am a Christian, a family man, a marketer and a gardener. My Christian outlook has a strong influence on my view of marketing, something a number of people have assumed need to be at odds.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100