Digital B2B Marketing

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How We Systematically Overvalue Content Consumption

Digital B2B Marketing

Meanwhile, another person actively researching a solution barely touches your content. Let’s get right to the point. B2B marketers today are not optimizing programs to reach and engage their best prospects. Sure, we talk about a buyer journey or about carefully mapping content. But at the end of the day, what are we doing? Who does that mean we are really optimizing our marketing for?

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.

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.

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.

Understanding Intent Behind Content Consumption

Digital B2B Marketing

Find personal cloud computing solutions. Just like you do when you talk to someone in person! You know millions of people saw your content. But do you know the answer to the more important question: why did they take the time to read it or watch it? It isn’t because it was widely shared on Twitter or LinkedIn. Your SEO program didn’t make then read it. In Practice.

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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.

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.

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.

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? Over time, your role in marketing begins to permeate every part of your life. Just maybe, that means it is time to take a break.

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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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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.

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.

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.

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.

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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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.

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.

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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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.

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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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.

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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.

Social Media is Lowering Our Content Standards

Digital B2B Marketing

If it is not worth mailing to at least one person, STOP. Sharing has ceased to be an endorsement of the quality of content. Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. …&# or “+100 RT …&# ). Forget the Rules. Say Why. Is it because you agree?

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.

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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SME CPM CPC CPL 103

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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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 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

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.

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.

An Inconvenient Truth: Your Advertising is Invisible

Digital B2B Marketing

The average person online in the US was served 19,000 banners in 2011. If 31% of banners are not seen, every person still sees more than 13,000 banners a year. With this has come a new wave of quality control issues for online advertisers. According to recent research from ComScore , 31% of banner ads don’t ever have the chance to be seen. So how many banners really go unseen?

Bad Advertising Advice: Go Where Your Audience Is

Digital B2B Marketing

If you use audience targeting to reach the same person on ESPN.com, your ad is a bigger interruption and is asking them to make a bigger change in focus. It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive. This advice leaves B2B marketers looking at what their audience does.

Selfless Giving and Selfish Companies: A Social Media Conundrum

Digital B2B Marketing

Just like personal gifts with strings attached are not as appreciated, when we see the strings attached, they lose their impact. Gifts. When we receive them, we feel special. When we receive them from people we don’t expect them from, they are a wonderful surprise and make a far larger impression. When we receive these gifts, it makes an impact on us. Give a gift without obligation.

3 Reasons B2B Marketers Should Not Use Microsites

Digital B2B Marketing

Someone may be highly engaged on your microsite, but your dynamic content triggers will show basic 101 content when that same person comes back to your corporate site to learn more. 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. The Simple Solution.

Putting the Conversation Back into Twitter

Digital B2B Marketing

The only art applied is headlines and adding the personal endorsements (+100! Some days it seems Twitter has moved from a social platform to a headline and link platform. I don’t know about you, but I miss the old days of Twitter where people shared insightful thoughts or strangers met through a conversation. This art is already being lost. anyone?) How bad has it become? Your Turn.

7 B2B Content Marketing Lessons from Call of Duty 2

Digital B2B Marketing

Call of Duty 2 is not the only first person shooter game to include futuristic weapons and realistic scenarios. A documentary-style video featuring Oliver North? That definitely would not be marketing. The video is entertaining. It is educational. It isn’t about a video game. But it is. If you have not seen the documentary video for Call of Duty 2 , you can watch it below.

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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12 Surprising B2B Marketing Spammers on Twitter

Digital B2B Marketing

Like most companies using favorite spam, a quick scroll through the favorites makes it clear a person isn’t behind the system. Collecting followers is so last decade. It is easy to make arguments against simply trying to build up your following count and the tactics that are often used: Purchased followers aren’t real. Apparently, then its different. Twitter Favorite Spam.