Digital B2B Marketing

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LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

On LinkedIn, publishing is tied to an individual’s personal account. Someone who could publish personal interest articles in the future. single executive can develop a personal following that benefits the company. If one person leaves, there is a smaller audience impact. LinkedIn has gone Tumblr on us and B2B content marketers are drooling. Get Ready To Pay. Yikes!

How To View Any Profile On LinkedIn

Digital B2B Marketing

Particularly if its a common name, adding a title, company, location or other info to your search will help to narrow the results and find the right person. Add the title or headline to your search and you will get directly to the right person. By viewing the cached results, you can identify the person and get their full name, even if you are not connected to them at all.

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Digital Marketing’s Massive Measurement Lies

Digital B2B Marketing

If you managed to completely suppress this group from all of your marketing, they would probably still be far more likely to come back than the average person you reach through your programs. Digital marketers are getting hooked on reporting bigger numbers, but in the process your marketing may actually be making a smaller and smaller impact. Yikes! Here are four common culprits. 1.

6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

Rather than base this list on published benchmarks, which often don’t reflect the differences in program costs or quality, this list is based on my own personal experience and on conversations with other marketers. You need to generate leads, right? The B2B lead generation landscape has changed tremendously in the last decade. The B2B Lead Generation List. 1. Search marketing. Email.

Staffing and Launching Your Content Marketing Program

The funda- mentals of voice comes down to a personality—priori- tizing a set of traits that comprise an identity, and then. personality of, well, an actual person (the Supreme Court. The logical question now is, “So what personality traits. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY10 Another way to think of it is this: If your brand was the person at the dinner.

Two Killer Google+ Mistakes

Digital B2B Marketing

mean Eric Wittlake, as a person, does not exist on Google+. Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. In short, it highlighted the drive by Google to make Google+ pervasive across other Google services. ” However, despite reaching 105.1 Here is why: There is no Google+ identity. I don’t mean a brand identity.

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

Digital B2B Marketing

Since it was shared by Ford (not a personal connection I would trust to have an unbiased view) this isn’t a recommendation I trust. 2. Business and Personal separation. Many people separate their business and personal activity. Multiple articles point to brand pages as the solution. The problem is, Google+ Brand Pages are not the ticket to SEO success.

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The Most Dangerous Opinion in Marketing: Yours

Digital B2B Marketing

Has your personal experience with social media increased your perception of its marketing value? How does your opinion influence your marketing activity? Has your opinion ever biased your creative selection? Do your watching and reading habits influence the publishers you advertise with? The Problem: Your Perspective You are not selling to yourself. The differences are extreme.

A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

Jamie is the person in your organization that is passionate about your area of focus and can fake his or her way as a thought leader for an extended period of time. Publish your content: Publish two additional pieces of content every week and promote across personal and corporate social media accounts. Jamie cannot be a fictional person. It gets you started. Preparation is key.

Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. short film series, “Year of Surprises”; a personalized. have a personal plane or a flying car.” “ We are a science, tech, innovation. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. That’s why.

7 Blogging Mistakes B2B Marketers Make

Digital B2B Marketing

Your readers should be able to relate to the person behind the article just like they follow certain columns in a magazine or newspaper. 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. This blog doesn’t develop an audience.

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7 Step Guide To Creating Perfect Content

Digital B2B Marketing

The bar is low, the content is predictable, and the format is repeated over and over again throughout personal, professional and corporate blogs and even publications. Have you ever clicked on a promising headline and then been horribly disappointed by the results? Have you then been amazed at the number of social media shares you continue to see of that same thing post? know I have.

5 Key Elements of Modern Inbound Marketing

Digital B2B Marketing

Personally, I am less likely to share an article through social media if it is on a site that is covered with garish ad units or is always popping up subscribe forms. 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. It is what others recommend.

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 is no secret, as a marketer you want to influence purchases. Your Turn.

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

of only hiring one person to run an entire operation. to be set up for success: one person focused on strategy, another to handle execution, and a third to deal with. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

7 Characteristics of Tomorrow’s Best B2B Marketers

Digital B2B Marketing

Those are skills that can easily be learned by the right person. The more important thing to know is what type of person can learn both the skills they need today and the new ones they will need tomorrow? Isn’t that the kind of person you need on your team? 1. Appetite for Knowledge Successful marketers are voracious consumers. Photo Credit: The Wizard. Strategy

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6 Cringeworthy Marketing Technology Failures

Digital B2B Marketing

From marketing automation to demand side platforms to content management systems, technology puts the right message in front of the right person at the right time. However, when emails with personalized links are shared, your new hot lead may actually reflect the behavior of multiple individuals. Today’s marketing simply wouldn’t exist without marketing technology.

The More You Share, The Less We Care

Digital B2B Marketing

Here is the problem: As an individual building your own personal brand or as a marketer, you have taken the advice to share other people’s content to heart. If you just shared your own stuff, wouldn’t you be the online equivalent of the person at a cocktail party that just talks about themselves? In other words, you have become the person that just never shuts up!

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Three Data Opportunities B2B Marketers Are Missing Today

Digital B2B Marketing

Even worse, those that do use data often use it to personalize instead of delivering relevance. For all of the discussion of data in marketing, and Big Data in 2014, most B2B marketers are showing they are inept when it comes to actually using data to improve the majority of their marketing. B2B marketing performance is being carefully tracked and optimized based on reported results.

Content Strategy for Marketing

personality through voice or tone. such as personalization. Content. Strategy for. Marketing: Sustainable, Scalable, and Sale-able As the web weaves into every aspect of your customers’ lives, they expect the. right content in the right place at the right time. Content as an afterthought or. even as a one-time campaign no longer works. Today, marketing is digital, so. Content to.

Why Marketing Benchmarks Are Bogus

Digital B2B Marketing

MailerMailer results are based on personalized email copy. We like to measure ourselves against something. We want to know that we are doing good work. Is my my email click rate good? Is my search conversion rate where it should be? Is my brand lift above average? Ummm, but what are you comparing yourself too? Published Benchmarks Are Garbage. Benchmarks make easy to lie about your results.

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. Developing personas is one of the first steps recommended by many B2B marketers. Summary.

How Account Based Advertising Really Works

Digital B2B Marketing

Half a million impressions a month isn’t unreasonable (that is an average of just 5 impressions per person per month), which could cost $10,000 a month for a significant presence in front of the target company. Your Personal Profiles. 2015 seemed like a breakout year for account-based advertising, with a flurry of account-based advertising offerings hitting the market.

5 Lies About Easy Ways To Create Content

Digital B2B Marketing

Third party perspectives are a valuable part of your content, but if it’s just a shortcut to content, the only person it might help in the end is the guest. There are easy ways to create good content, right? Sorry. Creating good content is hard. And it’s getting harder. Here are five common bits of advice you shouldn’t follow. Yeah, I didn’t think so. Not so fast.

Content Marketing Playbook: Strategy and Roadmap

person who is in no way connected to GE, interested in GE, or [who]. they’ll get smaller, and everybody will have a person- al plane or a flying car. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. years prior.

Replacing “Authentic” in Social Media

Digital B2B Marketing

Belieavable Encourages Personality Today, brands need to engage, not broadcast. Personality creates more memorable conversation, and brands are no different. Being believable requires having a personality (or even lack of one!) Authentic. You can’t turn around in the social media echo chamber without bumping into this word. Authentic is the wrong objective.

7 Nurture Programs You Need To Have

Digital B2B Marketing

Depending on the type of event and information you have on each person, contacts that don’t engage at all may be moved into the active prospect program or put into your background nurture. 5. Despite the capabilities of modern marketing automation platforms, many B2B marketers still approach nurture with a short term mindset. The Right Way To Approach Nurture. Background Nurture.

The Trick to Seeing Through Marketing Statistics

Digital B2B Marketing

Turn Stats Upside Down. I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. If you torture the data long enough, it will confess to anything. One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. Check the Sample.

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

PURL : Personalized URL. A URL created for a single person, allows both a personalized first impression as well as personalized messaging on a landing page or site in 1-1 marketing programs. Some days B2B marketing discussions seem more like a reading of alphabet soup. Is there an abbreviation or acronym you see regularly in B2B marketing that isn’t listed here?

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Content Methodology: A Best Practices Report

stories per person • Total attention time • Total people • Total social actions • Avg. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. 12 21 28 Table of.

The Future of Marketing Is Extreme

Digital B2B Marketing

Extreme Technology Data for targeting and personalization will continue to advance. From Facebook to DMPs, CRM Retargeting , personalization and new data sources, every interruption will become more noticeable, more relevant and more targeted than the last. Louder. Bigger. Sexier. Shocking And just maybe: More Useful We are inundated by marketing today. Strategy

Three Key Requirements of Agile Marketing

Digital B2B Marketing

Are you ready to respond to a reality that is changing, in unexpected ways, around you? I’ve had a recent (and continuing) personal lesson in agility. Like many long term business and marketing goals, our personal dream was still fuzzy around the edges. Are you ready to be an agile marketer? We just sold our house. In short, we were not ready. Now, we need a place to live.

What Online Marketers Know About You

Digital B2B Marketing

have no interest in personal international travel. According to many in the digital advertising industry, at some point in the future digital marketing will be so targeted that consumers will want to see the ads. Advertising will tell us about the products we want to know about, give us a direct path to the content we need and provide access to discounts on products we want. Data, of course.

20 B2B Marketers Losing their Brand on Pinterest

Digital B2B Marketing

The most notable element isn’t the silence, it is the personal accounts sitting on what could be brand pages. Pinterest is the marketing flavor du jour. Media and press are tauting the ability of Pinterest to drive traffic and the time spent on Pinterest. 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. Hubspot : In classic Hubspot style, Hubspot’s boards are all about content. IBM Juniper CSC. CSC believe there is.

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B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

The Golden Rule for Marketing

Digital B2B Marketing

Gary Thuerk, referred to as the father of spam, said “I never fill out any personal information on Web sites because it all goes into some kind of marketing database” in an interview with eSecurity Planet. Marketers are looking for a way to get attention, to get their message across and ultimately to get an advantage over their competitors. The Golden Rule. didn’t think so.

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