Digital B2B Marketing

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Email Best Practice or Recipe for Disaster?

Digital B2B Marketing

Personalizing email subject lines dramatically increased open rates, according to this post from Eloqua. When you make a marketing email look like an email from a personal acquaintance or a confirmation message, of course you get a better open rate and a better opportunity to make your pitch! Spammers figured out this trick years ago.

Practices 100
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What Really Happens When Influence Increases?

Digital B2B Marketing

Joe Fernandez of Klout recently said Klout’s goal is to help every person maximize their individual influence. But what would happen if Klout achieved this goal and every person became more influential? Our personal network, those we know, know the expertise of and trust, become more influential. It seems so to me.

PR 100
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29 Signs You Need a Break From Marketing

Digital B2B Marketing

You attempt to type “camping” in a personal email. You know your target persona better than you know any real person in your target audience. Or if you aren’t ready to get so personal, which ones describe the marketers around you? Your fingers instinctively type “campaign” instead. Image source.

Planning 100
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3 Common Problems with B2B Marketing Personas

Digital B2B Marketing

The Personal Persona. Yes, personal and professional lives are inextricably linked. But if a persona tells you more about a person’s family, pets and free time activity than their professional career and motivations, you are missing an absolutely critical part of the picture. These are your potential personas.

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When Marketing Automation Is the Wrong Solution

Digital B2B Marketing

You would never consider creating rules with complex branching logic to send a followup email to just one person; you would look at the situation and write only the email needed, when its needed. And you would really personalize it to everything you know about the recipient! The interesting question is, where is the tradeoff?

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3 Steps to Using Data in an Imperfect Data World

Digital B2B Marketing

Yes, some of your ads will reach the wrong person, but they will on trade publication sites as well. That is merely personalization and a mechanism to capture your attention. Remember that your test covers both the data and the space where the ads are running. Caution: Protect Your Backside This is the step everyone misses.

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B2B Marketing is Just B2P. Right?

Digital B2B Marketing

So why all the fuss about B2B being B2P (business to person)? They Make Bigger Decisions There is more resting on business decisions than on personal decisions. Marketing in this environment is not about one person. Your Turn What is your view on Business to Person (B2P) marketing? What makes these people different?