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. Even traditional “branding” venues are filled with lead generation offers and publishers are bundling traditional media programs with lead generation.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

MAY 19, 2011

They have not worked with you yet, they have not used your product. Google is the gateway to editorial, blogs and content published by you and your competitors. Customers that have experienced your product are the ultimate reference. No demo, trial or consultative sales process can change this.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

APRIL 17, 2013

At one end might be the experience someone has using your product or service as you intended. Even HubSpot, a prolific content marketer, and in many ways a publisher, just crossed a million visits a month to their website. Each has a role to play in creating and shaping opinions of your company and product. Not so fast.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

JANUARY 5, 2012

Mark isn’t going to write 500 posts this year and publish three books (or at least I hope not!). On websites, they are improving information architecture to make the content, information and products they offer easier to find. A Hypothetical Scenario Consider making the following changes to how you buy products online.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

NOVEMBER 8, 2011

Lower Technical Requirements Creating content today is often technical, requiring video production, layout, or other more specialized support. Blogs remove many of the technical barriers to publishing content, with no design or technical assistance needed for most posts.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

NOVEMBER 8, 2011

Lower Technical Requirements Creating content today is often technical, requiring video production, layout, or other more specialized support. Blogs remove many of the technical barriers to publishing content, with no design or technical assistance needed for most posts.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

APRIL 13, 2011

Cisco has seen huge success from social media (and other non-traditional channels) for product launches , but Cisco was investing in social media for years before seeing these results. More impressive even than the results is the breadth of the audience and publishing operation Cisco has created. This doesn’t happen overnight.

Social Media 100

Social Media Media Impressions Social Marketing 100

Digital B2B Marketing

DECEMBER 6, 2011

Connect to your audience through their priorities, not your product offerings. Participate in the Content Community Your company does not exist in a vaccuum, get out and comment on blogs and articles, join forums, and publish on other sites. Know Your Audience What are your audience’s priorities? Think Twylah.

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. Participate in the Content Community Your company does not exist in a vaccuum, get out and comment on blogs and articles, join forums, and publish on other sites. Know Your Audience What are your audience’s priorities? Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

MARCH 19, 2012

Rallying an organization accustomed to producing product information sheets, webcasts and white papers around creating content that is optimized for search, easy to consume, timely and worth sharing is a difficult organizational change. The New Inbound Marketing Content Requirements. Timely Content is a Key Opportunity.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

JUNE 11, 2012

Here are the key tenants of thought leadership I use (originally published in Thought Leadership Marketing is an Oxymoron ). They are valued for what they discover and deliver, not for their own perspectives on the subject matter.

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

AUGUST 23, 2012

Here are examples of issues to watch for: You expect high scoring leads to engage with content on your site or through your emails when your persona indicates they are more likely to look to peers or publishers for information.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

JANUARY 26, 2012

As a media buyer, it baffles me when publishers put a media kit behind a registration form, and then send the kit via email a day later. When I want information about your product, deliver it or lose your opportunity. Once your solution finally is our priority, make it easy to find content about your solution!

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

MARCH 15, 2012

Public Relations Journalists or analysts may not directly recommend your product, but when they cite your research, practices or case studies, they are indicating that what you are producing is worth reading, considering or discussing. Everyone shares their own content, even their bad content.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

JUNE 18, 2013

If you are looking to present your perspective and incorporate your unique value proposition, you can outsource writing or production activity but the briefing and integration requirements are still significant. Easy Content Myth 5: Just Publish Guest Posts! Your unique voice and expertise is completely lost. Your perspective is lost.

Content 100

Content Opinions Video Marketing Advertising Agencies 100

Digital B2B Marketing

APRIL 26, 2012

I reviewed white papers from 10 large B2B marketers, mostly downloaded through third party sites (paid placement with publishers). Only one white paper included a link to a topical page where content published since the white paper could be available.

Research 100

Research B2B Paper Content 100

Digital B2B Marketing

JANUARY 22, 2014

LinkedIn is easier to deal with than any of the old trade publishers serving that market. And with the investment Twitter appears to be making in both their product and ad sales teams, they will have an opportunity to educate buyers. Do you want to reach senior executives at large manufacturing companies? full report ).

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

FEBRUARY 27, 2013

Your focus needs to align with your audience’s focus and priority, not just your product and offering. Nearly everything published will ultimately drive people back to Jamie’s blog. Begin Drip Publishing. Select your focus. Pick your area of focus carefully. Here is more info on finding your content sweet spot.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

MARCH 4, 2011

To keep you informed of important technology products, services and business opportunities, Ziff Davis Enterprise would like to occasionally send you valuable information via email from our business partners. What is shocking is Ziff’s business is publishing, including email. Here is an excerpt from the email.

Enterprise Management 100

Enterprise Management Advertising Agencies Digg Demand Generation Agencies 100

Digital B2B Marketing

MARCH 15, 2011

Today, ecommerce marketers are frequently guilty, with products briefly considered and rejected stalking you to every corner of the web. Thankfully auto-play with audio has been banned in ads by almost every publisher, if you still do this on your.com site, stop.

Paid Search Agency 100

Paid Search Agency Ad Frequency Digg CAN-SPAM 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. I published 19 times here last year, down from 70+ in 2013 (and even more in years prior). That means the bite will hurt. And One Resolution.

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. Publishing companies are experts at building and serving an audience by meeting their needs. You are sunsetting a product and dictating to your clients that they need to upgrade. These features have been well received in the market.

Mobile Advertising 100

Mobile Advertising Content Work Management Mobile Marketing 100