Digital B2B Marketing

MAY 3, 2012

Lead Generation vs Advertising: The Strengths Lead generation programs are cost effective because they are solely focused on promoting your content , not the positioning or messaging that will drive demand. Conversely, advertising puts your message in front of your audience.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

MARCH 5, 2013

Eventually you will get to answers that highlight things like perceptions, competitive positioning or buying processes that are impacting your business’s success and can be changed through marketing. Why do we lose so often against competitor X? Why do we win so often again competitor Z? Your New Goals.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

AUGUST 30, 2012

Online marketing, although offering a flood of granular data, focuses primarily on directly attributed positive outcomes. Your Turn How do you understand the positive and negative impact of your marketing that isn’t reflected in your ROI reports? It misses the majority of both offline results and negative outcomes.

ROI 100

ROI Autoresponders Advertising Agencies Correlation 100

Digital B2B Marketing

AUGUST 2, 2011

Companies in this position consider strategic planning to be too expensive, even if is valued. Companies in this position often begin tactical planning and get into market before the team is aligned around a strategic plan. While the results may meet the stated goals, your plans are likely a collection of random acts of marketing.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

AUGUST 23, 2011

Your position may alienate some. Imagine if Alienware started selling low performance PCs positioned as gaming systems. This is your preference segment. In social media, your interaction and content must focus on your preference segment. That is OK. You are connecting with your audience, not the broader market.

Social Media 100

Social Media Buy Media Pricing 100

Digital B2B Marketing

DECEMBER 22, 2011

With complex messages and positions, advertising will be seen as the starting point for communication that supports a brand’s message and position. Media Buying 7. Brand advertising will shift towards demand. Creative and measurement will need to shift quickly to meet the new requirements.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

With complex messages and positions, advertising will be seen as the starting point for communication that supports a brand’s message and position. Media Buying 7. Brand advertising will shift towards demand. Creative and measurement will need to shift quickly to meet the new requirements.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

NOVEMBER 13, 2012

Despite the positive impact data can have, B2B marketing organizations have been slow to embrace new sources and types of data. Sirius Decisions research indicates that good data can increase revenue driven through marketing by 70%. It isn’t hard to believe, just ask any B2B marketer that has tried marketing to a bad prospect list.

B2B Marketing 100

B2B Marketing B2B Barriers Validation 100

Digital B2B Marketing

JULY 17, 2012

Decisions need to be justified and showing the case for positive ROI is not enough if a similar solution is available for a better price. Financial pressure in organizations remains high. A promotional offer may be just what you need to open the door and get that first meeting.

Pricing 100

Pricing Price B2B Sales Differentiation 100

Digital B2B Marketing

MAY 13, 2014

Unfortunately, others see this possibility as a positive development. You will still be following and he won’t know you put him on mute. It’s like a silent unfollow, letting you keep your reciprocal followers while ensuring you completely ignore them. Here is what Mashable said about it.

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 100

Digital B2B Marketing

APRIL 11, 2013

Why do you think content marketing landed in this position? Addressing the challenges content marketing faces today will require addressing the underlying issue that content, all rhetoric from bloggers and trade publications aside (notably people in the content business), isn’t really the priority they claim it is.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

APRIL 4, 2013

If someone positions themselves as the expert and implies you should trust them without questioning, just walk away. It is already proven through their experience with other, often similar, companies. But is it right for you? Does it really work as advertised when you dig below the surface? You Must Question.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

OCTOBER 11, 2012

Your Turn Does your marketing set you up as the company that will meet their needs or position you as the company they aspire to work with? Working with you needs to become an accomplishment and a milestone they measure their success by. Is it a level playing field or are you creating a home team advantage?

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

SEPTEMBER 27, 2012

Does your strategy and infrastructure position you to respond to changes as they happen? Like in these examples, many of the most important changes and the biggest opportunities you face will stem from changes that are beyond your control. Are you ready to respond to these threats and opportunities as they come up?

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 100

Digital B2B Marketing

JULY 23, 2013

The program reaches a small number of people and, outside of those who schedule a meeting, it doesn’t make a strong positive impression. Almost the entire value delivered by your outbound calling program is the meetings that you set.

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

NOVEMBER 22, 2011

When you care about your position in Google search results, you begin to care about backlinks, keywords, titles, headings, copy, social signals, Danny Sullivan and Matt Cutts. If you care about grades in school, you study for your exam. You are attempting to influence the result of the algorithm in your favor.

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

NOVEMBER 22, 2011

When you care about your position in Google search results, you begin to care about backlinks, keywords, titles, headings, copy, social signals, Danny Sullivan and Matt Cutts. If you care about grades in school, you study for your exam. You are attempting to influence the result of the algorithm in your favor.

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

JULY 3, 2012

When you earn attention through curation, you have the opportunity to share your own gated content or position your own products along with the information you curate. Lead Generation Lead generation (referring to capturing contacts through an online registration for the sake of this article) starts with attention.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

MAY 19, 2011

You need to create a positive discover. Yes, being the first brand that comes to mind in the category will help them find you. But buyers do their homework and discover potential providers. When your solution is discovered, what do they discover about it first? Your future customer is connecting with your current customers.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

DECEMBER 6, 2011

Tweet This ] Your Turn What other ways do you improve your search position by focusing on your audience? Anytime you are tempted to game Google, remember: If your game is gaming Google, Google’s goal is to beat you at your game. Share your advice in the comments below or with me on Twitter ( @wittlake ).

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Tweet This ] Your Turn What other ways do you improve your search position by focusing on your audience? Anytime you are tempted to game Google, remember: If your game is gaming Google, Google’s goal is to beat you at your game. Share your advice in the comments below or with me on Twitter ( @wittlake ).

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

JULY 10, 2012

Publisher-based Content Syndication Publishers are well positioned to deliver programs that include advertising, custom content and unique promotions in addition to content syndication, giving marketers significantly more options. Publisher programs are generally the most expensive and may not deliver higher quality contacts.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

NOVEMBER 17, 2011

Today, your content positions your company and delivers your message, and requiring registration reduces the distribution of your content by 90% to 99%. More than two-thirds of IT buyers use social media during the purchase process. Make sure your business is ready to connect with today’s social buyer.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

Today, your content positions your company and delivers your message, and requiring registration reduces the distribution of your content by 90% to 99%. More than two-thirds of IT buyers use social media during the purchase process. Make sure your business is ready to connect with today’s social buyer.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

MAY 9, 2011

By focusing on the customer, a position no one is likely to disagree with, your organization will be aligned. My biggest takeaway from the conference is get to know and start serving your audience. Align sales, marketing, product management and development on serving customer needs and meeting them on their terms.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

AUGUST 20, 2013

Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. There is just one little problem: you are reporting on a series of programs. Here are the five metrics you should be tracking.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

JULY 21, 2011

Yes, the content might be valuable, but it doesn’t improve the position of the company offering it. Much of it looks like a product pitch, full of promotional product-benefit language. Almost as common is analyst content , offered by a marketer. Marketers that approach content marketing this way optimize promotions, not content.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

SEPTEMBER 25, 2012

Your Turn I hope I am wrong and I would love it if you give me hope and point out the positive in this change. At the end of this road is a very different LinkedIn, one that has lost much of the potential professional value it offers today. The comments are yours.

Linkedin 100

Linkedin CAN-SPAM Ideal Customer Profiles Display 100

Digital B2B Marketing

NOVEMBER 6, 2012

Marketing that increases awareness of your solutions, positions it against competitors or introduces your offering, but does not deliver leads, is ignored by today’s measurement. Any marketing that does not directly deliver contacts or move contacts through the purchase process in an observable way is not valued in this environment.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

JUNE 28, 2012

Focusing on how marketing contributes will position your company to have more meaningful and productive relationships with customers. Marketing’s Real Role In Business Relationships Marketing doesn’t create relationships, but marketing does have an important role.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

MAY 24, 2011

Skip the traditional positioning step and tell me what you will do specifically for me. Claims like these are so broadly used in marketing they have become cliche and have lost nearly all meaning. The answer is to show me your solution. No, not the worn out demo, where I commit my time and you share a mostly canned view of your product.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

DECEMBER 20, 2011

Requiring registration limits distribution and recognition of the content that is supposed to position your company as a thought leader. Thought leadership requires your point of view to be broadly distributed and recognized across a peer group , where it can drive discussion and shape opinions.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

DECEMBER 11, 2012

Content marketing provides the information buyers need to determine the type of solution they need, develop internal support for a change, create a short list of providers and address objections , all while positioning your company as a trusted resource. Wow, that sounds amazing.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

JULY 9, 2012

Does your approach to content marketing give you the flexibility to expand and does your infrastructure position you to expand easily? If doubling budget changes your strategy, you just have a tactical plan. Expansion of your offerings into a new market. The departure of a key team member.

Content Marketing 100

Content Marketing Planning Marketing Management Content 100

Digital B2B Marketing

NOVEMBER 1, 2011

If a business decision impacts a career, positively or negatively, the impact over a career is far bigger than a mortgage. Consider buying a home: a huge personal decision, but until recent low interest rates and home buying booms, a common rule of thumb was that a mortgage should be no more than 2x your income. These are big decisions!

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

MARCH 27, 2012

If you are focused on your internal positions instead of your audience’s interests or needs, you simply won’t connect. Take the time to make certain your information and advice is correct. If it isn’t, everything else you provide will be written off. Put Your Audience First. Be Discovered.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

SEPTEMBER 11, 2012

As someone with a perspective from both sides, I believe Twitter is in a position to overcome this challenge by making a pledge that protects the experience for users while allowing them to develop effective offerings for marketers. I am both a Twitter user and an advertising buyer.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100