Digital B2B Marketing

NOVEMBER 14, 2013

You make your plan. And your backup plan. Your competitors went through a similar planning process. People around you set their own plans into motion. You must be ready to let go of the plan you invested months of your time and energy into and change course. We had made our plans, we were almost ready to close.

Planning 100

Planning Course Twitter Studies 100

Digital B2B Marketing

JULY 31, 2012

Long-Term Planning Buyers needs do not turn on and off the way your marketing campaigns do. Short-term planning often leads to reactionary activity and random acts of marketing. Until your marketing efforts create a level of demand, you are not setting your sales team up to succeed.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

SEPTEMBER 27, 2012

The moves your competitors make, the regulatory changes that impact your industry or the overall economy can multiply your results or sour your best laid plans. The question is not necessarily what your plan is, the question is what will your plan be and will you be able to move as quickly as your competitors and your marketplace?

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 100

Digital B2B Marketing

AUGUST 13, 2013

Being agile means you need to be prepared to change any of your plans. In our home, our summer plans have been turned upside down. When we’ve let go and been willing to create new plans, it has gone well. Yes, anything. Nothing can be sacrosanct.

Planning 100

Planning Marketing & Strategy Marketing Network Marketing 100

Digital B2B Marketing

MAY 7, 2012

You have a clear strategy, well-defined goals and an execution plan. With daily reporting, weekly results reviews and quarterly budget evaluations, long-term planning is increasingly challenging. Creating Content Your social media plan likely calls for creating some type of content daily (hopefully), and definitely weekly.

Budget Programs 100

Budget Programs Social Media Curation Case Study 100

Digital B2B Marketing

MAY 28, 2015

The output of long planning cycles should be a framework or direction that allow us to make decisions quickly and infrastructure that let’s us execute quickly. Not a rigid plan that keeps us from taking advantage of opportunities as they rise.

B2B Marketing 100

B2B Marketing Planning DemandBase B2B 100

Digital B2B Marketing

SEPTEMBER 6, 2011

Plans are carefully laid. Your plan is the result of your passion. The creative is impactful. The content is compelling. The media surrounds your audience. Search, social and email are integrated in support of the overarching program. But the results are not there.

Optimization 100

Optimization Planning B2B Marketing Campaigns 100

Digital B2B Marketing

NOVEMBER 17, 2011

Build your marketing plans on your strategy. This is where relevant advice can be incorporated into your plans. Before acting on any of the advice contained on this site or on other sites linked to from this site, discuss your specific situation, strategy and plans with an experienced marketing professional.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

Build your marketing plans on your strategy. This is where relevant advice can be incorporated into your plans. Before acting on any of the advice contained on this site or on other sites linked to from this site, discuss your specific situation, strategy and plans with an experienced marketing professional.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

JUNE 29, 2011

The objectives, outlined below, are admirable: Define transparent, standardized and consistent metrics and measurement systems to simplify the planning, buying and selling of digital media in a cross-platform environment. But simplifying planning and buying will require addressing the source of the problem, not merely their tactic du jour.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Is there an element of mobile you do not plan to pursue in 2012? Are you considering mobile-specific use cases as you develop your mobile marketing plans? apps, mobile website, email, search/advertising Q3. If so, why not? Is your sales team equipped with mobile devices? If so, how is it changing how marketing supports sales?

Mobile Marketing 100

Mobile Marketing Planning Mobile Advertising B2B Marketing 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Is there an element of mobile you do not plan to pursue in 2012? Are you considering mobile-specific use cases as you develop your mobile marketing plans? apps, mobile website, email, search/advertising. If so, why not? Is your sales team equipped with mobile devices? If so, how is it changing how marketing supports sales?

Mobile Marketing 100

Mobile Marketing Planning Mobile Advertising B2B Marketing 100

Digital B2B Marketing

MARCH 27, 2012

As both a marketer and a gardener, who struggles each year with finding a better way to create a garden plan, log activity and track results, I was intrigued. You can’t actually create a useful garden plan, using the space you have and crops you want to grow. Unfortunately, the answer was no. Gimmicks Instead of Valuable Tools.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

JUNE 14, 2011

Audience research is invaluable and well developed personas provide a broad array of insights into the lives and minds of your target audience, insights that form the basis for your social media plans. Then, you put your social media plan in place, including sharing great content from others and creating your own.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

JUNE 26, 2012

Strategy When you say strategy, or you referring to your 50 year strategic plan that considers things like the lack of potable water and the impact of peak oil on your business? They are widely used in planning discussions, in agency briefs and in the media, but they no longer clearly communicate your intent. Our ROI was -25%, yikes!

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

JULY 12, 2012

However, there is very little quality research available for online planning in B2B. Here are some of the common challenges marketers face planning a B2B advertising program: The majority of research services are designed for consumer marketers and provide little information on professional roles.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

AUGUST 9, 2011

B2B marketers often face internal obstacles to strategic planning. Common barriers I outlined in Removing the Barriers to Strategic Planning in B2B Marketing are not valuing strategic planning, not having sufficient time and resources, lacking alignment around a strategy and a lack of internal expertise. Sell the Value.

Barriers 100

Barriers Planning B2B Marketing Advertising Agencies 100

Digital B2B Marketing

JUNE 28, 2011

As companies develop social media plans and programs, anticipating the ways social media will deliver ROI is a challenge few have addressed. Don’t ignore the return on the social side in your social media planning and the long-term return of developing valuable new relationships. Social media has both social and media elements.

Media 100

Media Social Media ROI Media Plans 100

Digital B2B Marketing

JANUARY 5, 2012

Mark Schaefer posted an excellent article this morning: Your 2012 Marketing Plan: Tell Me What to Do. Your Turn Are you planning to personally simplify in this Year of More (the Amazon scenario above is personally appealing to me), or how can you as a marketer help your customers to simplify?

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

JULY 26, 2011

When I put on a media planning and buying hat, this and my analytical side drive planning. For example, I was one of the first people at any of the large ad agencies to place an online exchange buy from one of the first fledgling trading desks. Many say I’m cheap. I prefer to say I’m focused on value.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

MAY 13, 2014

What am I missing, what do you plan to use Twitter’s mute button for? For more information on how I use filters in Twitter, see Putting the Conversation Back Into Twitter and Beyond Lists: Use Filters to Manage Twitter. Share your view in the comments below or with me on Twitter ( @wittlake ). I promise, I won’t mute you.

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 100

Digital B2B Marketing

MAY 20, 2014

Progressive profiling can then be used to capture additional nice-to-have information, from location to current purchase plans to preferences and attitudes that can shape the following communications from both sales and marketing. For many marketers, this minimum can be as simple as name, email and company.

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

JANUARY 3, 2012

Step away from your own marketing plan and look at your marketing through your audience’s perspective. However, you can learn from their successes and mistakes and develop your own vision by focusing on how your marketing will uniquely meet the needs of your audience. Is it merely marketing noise or is it valuable?

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

JULY 23, 2013

Then they wonder why they aren’t in the final plan. If you then learn you can do better, 50% will no longer be good enough to win your business. When working on media programs, media partners will often ask for a goal, and many meet it in their proposal. The answer is simple: competitors had better offers.

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

JULY 17, 2013

You still believe taking 3 months or more to create a marketing plan is normal. You believe print advertising is poised for a major comeback. You think CAN-SPAM was unnecessary and doesn’t actually do anything. You think mobile browsing is a fad that will pass soon. You know print is poised for a comeback. Yes, that’s twice.

Planning 100

Planning Banner Ads Banners Ad Exchange 100

Digital B2B Marketing

MAY 21, 2013

Like anything else in B2B marketing, automation should be an outcome of your objectives and planning process, not an assumption going in. But like the self-driving car, just because you can doesn’t mean you should. When Marketing Automation Is Unnecessary.

Marketing Management 100

Marketing Management Marketing Automation Services Marketing Automation Automation 100

Digital B2B Marketing

DECEMBER 12, 2013

According to a recent survey, the majority of publishers now offer or plan to offer native advertising programs. Native advertising has been one of the hottest advertising topics of 2013.

Advertisements 100

Advertisements Advertising Google Work Management 100

Digital B2B Marketing

MAY 7, 2013

If you can’t answer yes to both questions, it’s clearly a random act of marketing, not part of your integrated plan. Do other ongoing marketing activities improve this specific opportunity? Focusing on Your Campaign Idea Over Your Customer.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

APRIL 9, 2013

What other ad formats or marketing tactics are so obnoxious that they actually undermine a marketing plan, in spite of any positive measured results they may drive? If so, interruptive advertising is the wolf in sheep’s clothing in your marketing. Share your examples in the comments below or with me on Twitter ( @wittlake ).

Ads 100

Ads Banner Ads Banners Effectiveness 100

Digital B2B Marketing

JULY 24, 2012

When DoubleClick purchased Abacus in 1999 and planned to link online and offline identities, there was an uproar. Of course, both approaches work with your email segmentation, so customers, active prospects and cold contacts can all receive the most appropriate messages. With this capability, will privacy be an issue.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

MAY 9, 2011

Between companies sharing their own cases on sales and marketing alignment and the planning frameworks, examples and data from SiriusDecisions analysts, it was a three day information firehouse. Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

MAY 3, 2011

If your marketing plan is dependent on a click, your audience is getting smaller. In 2009, that number increased to 84%, and only 8% of internet users represented 85% of all clicks. These results are from ComScore research. Now Collective Media released new research showing 99% of internet users do not click ads. A lot smaller.

Banner Ads 100

Banner Ads Ads Click Rate Banners 100

Digital B2B Marketing

AUGUST 23, 2012

You expect prospects to provide accurate information about their purchasing plans, when research shows only 36% of buyers provide accurate answers to these questions.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

JANUARY 12, 2012

Do the Analysis Simply optimizing a campaign based on your success metrics may quickly improve measured results, but you will be left with a subset of your original plan. The wrong metrics lead to the wrong marketing investments. Insight into why elements of your marketing performed well or missed the mark is critical.

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

AUGUST 7, 2012

With more content competing for attention every day, is it time to add these alternatives to your inbound marketing plan? During Marketo’s Social Rockstar Tour presentation, they presented two alternatives to content in inbound marketing. Utility Do you offer something useful for free?

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

Digital B2B Marketing

SEPTEMBER 18, 2012

Based on company information, installed hardware/software and purchase plans are available from providers like Harte Hanks. For B2B Marketing For B2B marketers, Bizo provides information on the likely role and level of seniority of a visitor as well as industry and company size.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

MAY 31, 2012

In a (now older) report from TechTarget , the majority of people lie when asked about specific buying plans. A quick Google Street View check confirmed the salon was across the street and the phone number was in the window! Furthermore, willingness to provide accurate contact data like email and phone number is decreasing.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100