Digital B2B Marketing

OCTOBER 11, 2012

What companies do you want to work with? Those brands are out there in your personal live, from BMW or Louis Vuitton to Apple or Blendtec. Do people want to work with you? If you compete with Goldman Sachs and your prospect aspires to work with Goldman Sachs… yeah, that’s an uphill battle!

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

APRIL 25, 2013

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 a bad way.

RSS 100

RSS Social Media Twitter Traffic 100

Digital B2B Marketing

NOVEMBER 1, 2011

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?

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

APRIL 4, 2013

Does it really work as advertised when you dig below the surface? Your personal and business success are not the singular priority of any outside expert, partner, vendor or client. Why are we so quick to trust our business and personal success to companies or individuals simply because they present themselves with authority?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

JUNE 14, 2011

The content is applicable to a wide range of companies, from individuals to enterprises, but my focus is on companies, not personal marketing. 38% work in the marketing and advertising industry. Given my personal target audience, that is encouraging. I work with B2B clients on media and integrated marketing programs.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

NOVEMBER 14, 2013

A Personal Lesson in Changing Course. We live, work and market in a dynamic, changing world, and we expect our plans change and embrace change when it comes. The economy rolls on, changing (or stagnating). People around you set their own plans into motion. Yesterday, I went to see the house and land we were in the process of buying.

Planning 100

Planning Course Twitter Studies 100

Digital B2B Marketing

MAY 28, 2013

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. Subdomains will still work (i.e. You will have two profiles for every visitor and you will not have a complete view of what a visitor has done.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

APRIL 25, 2012

One of my personal goals in social media is to engage with people interested in modern B2B marketing. If my goal was to promote Babcock & Jenkins , the agency’s work would be more prominent on this blog, but my overall activity would be very similar.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

APRIL 11, 2012

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. But even working in advertising, I rarely notice banners. Here is a summary of 2011 online advertising in the US, based on data from ComScore: 4.8

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Banners 100

Digital B2B Marketing

SEPTEMBER 18, 2012

Well timed, it arrives as she sits down in the office to check personal email before the real work day begins. On Monday, you notice a crib in the sidebar of your Macy’s email. Across town, your friend receives an email from Macy’s at 8:25 AM.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

JUNE 28, 2012

This is why sales people with existing relationships are recruited and account managers work to develop personal relationships with clients. That click may be important, but calling it a conversation is an insult to the person with their hand on the mouse. Marketing is predominantly one-way communication.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

JULY 26, 2011

Stacey Herbert started a Niche Amnesty challenge on DIYBlogger last week and asked bloggers to share a more personal side for a change. I enjoy working through conceptual problems and tend to digress to the theoretical. In my personal life, I’m always running behind. I’m more anxious to start than to finish.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

OCTOBER 1, 2013

We want to know that we are doing good work. MailerMailer results are based on personalized email copy. We like to measure ourselves against something. 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?

Advertising Benchmark 100

Advertising Benchmark Click Rate Sample Statistics 100

Digital B2B Marketing

JUNE 11, 2014

No wonder 8 in 10 CEOs don’t trust the work marketing is doing. In one day our reported results increased by an order of magnitude across nearly every client we were working with. Marketers are making a land grab, including in their reporting big swaths of results that were not driven by their marketing efforts.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

APRIL 22, 2011

As personal relationships in your business are replaced by machine-personalized communications, your passion has been lost. Who do you want to work with, a competent company just doing their job, or one that is truly passionate about it ? That is what relationship marketing should be about. At least for me, the choice is easy.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

JANUARY 19, 2012

How “Google, Plus Your World” Works: A Brief Summary Google, Plus Your World adds search results from your circles to Google’s traditional search results. 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.

Google 100

Google SEO Branding Brand Identity 100

Digital B2B Marketing

NOVEMBER 22, 2011

The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result. But Klout’s results are public and even simpler to see than Google’s (no long list of keywords to consider or personalization of results, just one big number).

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

NOVEMBER 22, 2011

The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result. But Klout’s results are public and even simpler to see than Google’s (no long list of keywords to consider or personalization of results, just one big number).

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

SEPTEMBER 1, 2011

As Jessica Northey wrote recently, Don’t Should On Yourself and instead, find what works for you. If it is not worth mailing to at least one person, STOP. I work with B2B clients on media and integrated marketing programs. The rules are at best guidelines, and nobody is requiring you to share mediocre content.

Social Media 100

Social Media Media Content Rules 100

Digital B2B Marketing

JULY 7, 2011

When presented with the same rational arguments, another person may have a different belief, and the ensuing discussion can quickly become emotionally charged. Like does not automatically create trust or a desire to work with you. I work with B2B clients on media and integrated marketing programs. Beliefs are not absolute.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

NOVEMBER 10, 2011

These are questions I have developed through my work with clients over the last few years and I believe they area a good starting point. Influencers can range from individuals recognized within their personal networks for their expertise or opinion to journalists and analysts that may move an entire market.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

These are questions I have developed through my work with clients over the last few years and I believe they area a good starting point. Influencers can range from individuals recognized within their personal networks for their expertise or opinion to journalists and analysts that may move an entire market.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

MAY 24, 2011

And by skipping directly to showing me a personalized solution, you also show me three things that are important in selecting a partner. It is sized for my business, it works in my environment. Skip the traditional positioning step and tell me what you will do specifically for me. As a buyer, I understand that.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

SEPTEMBER 22, 2011

However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. I work with B2B clients on media and integrated marketing programs. Today, B2B marketers use content to meet the information needs of their audiences. About Eric Wittlake.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

JUNE 23, 2011

With the prevalence of personal publishing and peer networks, even information you attempt to hold close is often freely available, published by someone and discoverable through a peer network or a quick Google search. I work with B2B clients on media and integrated marketing programs. Your traditional cards are gone.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

MARCH 4, 2014

On LinkedIn, publishing is tied to an individual’s personal account. Someone who could publish personal interest articles in the future. A single executive can develop a personal following that benefits the company. If one person leaves, there is a smaller audience impact. Someone who could leave the company.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

JUNE 18, 2013

Once your video is created, your work isn’t done. 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. What other content shortcuts do you see individuals or businesses take that simply don’t work?

Content 100

Content Opinions Video Marketing Advertising Agencies 100

Digital B2B Marketing

SEPTEMBER 6, 2012

In our personal lives, convenience is all around us and we expect it at every turn. If you are more difficult to work with, people will spend their time with your competitors. Your Turn Will you be the convenient, one-stop shopping destination willing to work on your audience’s terms?

Work Management 100

Work Management Content Marketing Wikipedia Marketing Management 100

Digital B2B Marketing

NOVEMBER 7, 2013

Like most companies using favorite spam, a quick scroll through the favorites makes it clear a person isn’t behind the system. Lattice Engines has become a recognized name in B2B marketing circles and works with a number of big names in B2B marketing, including Dell, NetApp, Kronos, CA, Adobe, Bank of America and more.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

AUGUST 19, 2011

Filters change the list/follow/unfollow decision, giving you more control over the tweets you see from each person. The difference in the stream of a single person may be minor, but across even 50 people, filters can be the difference between a stream of noise and a source of content and conversation. About Eric Wittlake.

Twitter 100

Twitter Work Management CAN-SPAM Social Media 100

Digital B2B Marketing

JUNE 7, 2012

If you are new to B2B marketing, or just have to work with a B2B marketer, these acronyms and abbreviations may help decode the conversation. 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.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

JANUARY 20, 2014

These are listed in the order of adoption that makes sense for the majority of B2B marketers I’ve worked with over the last few years. If you work for a hospital and visit IBM.com, it would be very unnatural if the entire homepage was about hospital and healthcare provider research and solutions. Better Ways To Use Data.

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

SEPTEMBER 6, 2011

When someone says it isn’t performing, it is nearly a personal affront, but it shouldn’t be. Doing something that doesn’t work is learning. Continuing to do something that doesn’t work is lunacy. I work with B2B clients on media and integrated marketing programs. But the results are not there.

Optimization 100

Optimization B2B Marketing Campaigns Planning 100

Digital B2B Marketing

JANUARY 8, 2013

I mean Eric Wittlake, as a person, does not exist on Google+. Google tried to kill both birds with one stone and it just doesn’t work. I don’t mean a brand identity. Google has users running in Circles. Circles were born out of a real need to better filter what you see and better control what you distribute.

Google 100

Google Social Networks Network Marketing Stats 100

Digital B2B Marketing

APRIL 14, 2011

It took less than 10 seconds for the perception they had worked to develop over nearly two years to unravel. In an instant, one person with two accomplices, showing complete disregard for running a successful program or even honoring basic contract terms, destroyed my opinion of an entire organization. And it was damning.

Paid Search Agency 100

Paid Search Agency Companies Opinions Vendors 100

Digital B2B Marketing

DECEMBER 17, 2013

We need to work harder than ever to reach our audiences. You create numerous versions for different audience segments, multiple triggered email streams and possibly even personalize your send times. It doesn’t matter what channel you look at, your message isn’t getting through the way it once did. in 2011.

Facebook 100

Facebook Television marketing Branding Brand Identity 100

Digital B2B Marketing

FEBRUARY 27, 2013

However, establishing thought leadership is a common objective and many B2B marketing organizations continue to work within a campaign framework. 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. Identify Jamie.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100