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. They Buy Complex Products Not many people try to decipher the ingredients on a toothpaste label, understand what their purpose is and if they are safe. In B2B, products and requirements are complex.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

JULY 21, 2011

Much of it looks like a product pitch, full of promotional product-benefit language. Yes, the content might be valuable, but it doesn’t improve the position of the company offering it. Almost invariably, it is content that I would not consider sharing and would not expect someone else to share with me.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 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

DECEMBER 6, 2011

Connect to your audience through their priorities, not your product offerings. Tweet This ] Your Turn What other ways do you improve your search position by focusing on your audience? Know Your Audience What are your audience’s priorities? Are they clients, customers or partners?

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Connect to your audience through their priorities, not your product offerings. Tweet This ] Your Turn What other ways do you improve your search position by focusing on your audience? Know Your Audience What are your audience’s priorities? Are they clients, customers or partners?

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

MARCH 27, 2012

B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus. For instance, an ROI tool needs to illustrate potential value to your audience in their own environment, not simply deliver average savings percentages or productivity increases. Be an Expert.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

JUNE 30, 2011

Without high doses of nutrients pushing extreme levels of growth or supplemental potassium adding bulk without nutritional value, the resulting product is more valuable. The end product is more expensive, but it is more valuable, and I feel far better about the positive impact organic practices have throughout both ecosystems.

Social Media 100

Social Media Organization Terms and Conditions Media 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. You also provided content that supports the sale and likely established the initial overall perception of your company and product with the audience. Just Get Started.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

NOVEMBER 6, 2012

Perceptions are created by experience with your products, service and people, through what other people say about you (even competitors) and through your own marketing. Do you care if potential prospects see your services as high value or a complete rip-off? Of course you do. This is about the perception each individual has about you.

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

AUGUST 30, 2011

Influence influencers: Ensure a positive discovery of your company or product when it is referenced by influencers (who are often more discoverable then you). Delivering value in your product or service only is no longer enough. Provide value: Marketing must deliver the value that has your audience coming back.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

MAY 24, 2011

No, not the worn out demo, where I commit my time and you share a mostly canned view of your product. 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. As a buyer, I understand that.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

JULY 7, 2011

B2B buying is complex because the products are complex. Will your sales and marketing address these emotional needs, or will you rely on rational positioning? Thanks to @ samfiorella for instigating and @ chieflemonhead , @ MaureenB2B , @ PrashSabharwal and @ josepf , among others, for a spirited discussion.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

APRIL 30, 2013

“Overall, a 30% increase in positive Tweets is four times more effective in driving sales than a 30% increase in existing above-the-line advertising.” If they are positively correlated, it doesn’t mean a faster internet connection is the reason a home is more valuable! Volume Barely Matters. They can’t.

Twitter 100

Twitter Research Word of Mouth Correlation 100

Digital B2B Marketing

NOVEMBER 15, 2011

A recent product example (outside B2B) is HP’s TouchPad, the tablet offering that was abruptly scrapped following a chilly reception by the market. Infor identified real pain points with Big ERP companies and highlighted them with a cheeky integrated campaign that positioned Infor as the alternative. Modernista!

B2B Marketing 100

B2B Marketing Advertising Agencies Paid Search Agency B2B 100

Digital B2B Marketing

NOVEMBER 15, 2011

A recent product example (outside B2B) is HP’s TouchPad, the tablet offering that was abruptly scrapped following a chilly reception by the market. Infor identified real pain points with Big ERP companies and highlighted them with a cheeky integrated campaign that positioned Infor as the alternative. Modernista!

B2B Marketing 100

B2B Marketing Advertising Agencies Paid Search Agency B2B 100

Digital B2B Marketing

FEBRUARY 16, 2012

Demand generation: the practice of creating demand for an organization’s products or services through marketing. The direct outcome is your audience is more likely to purchase your products or services. Content educates your audience, shapes their perspective and positions your offerings.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

DECEMBER 8, 2011

Last week, I shared the results of an informal survey about banner ads promoting a site or product you recently viewed. When implemented correctly, retargeting reaches some of your best prospects, make the investment in creative that positions your offering and addresses potential concerns.

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

JANUARY 6, 2015

Influencers will see through the marketing pitch and turn on companies that treat them like mouthpieces for hire, exposing shortcomings in their product or in how they are being treated. That real, hands-on experience trumps, overriding both positive and negative perceptions we had formed. That means the bite will hurt.

Planning 100

Planning B2B Marketing B2B Paid Search Agency 100

Digital B2B Marketing

JANUARY 17, 2012

In content marketing, your competitors are not just product competitors. Increasingly, content marketers are vying for this position. You are sunsetting a product and dictating to your clients that they need to upgrade. Your content may have been good when it was created, but now it’s merely average.

Mobile Advertising 100

Mobile Advertising Content Work Management Mobile Marketing 100