Digital B2B Marketing

JUNE 28, 2012

What do businesses really mean when they talk about relationships and what is marketing’s place in those relationships with clients, prospects and the marketplace at large? Identify Potential Prospects Sales is the first stop for relationship building in many organizations, but who should sales focus on?

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

MAY 9, 2011

Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers. Here is my view on how a service attitude towards prospective customers underlies three of the key messages from SiriusDecisions. Aligning Sales and Marketing. Extend Alignment to Product Management and Development.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

SEPTEMBER 27, 2011

When you insist on registration, you are in effect telling prospects: We don’t want to be involved in the first half of your research. That is not the message you want to give a new prospect. According to research, buyers only engage with companies directly during the last 40% of their research process.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

SEPTEMBER 27, 2011

When you insist on registration, you are in effect telling prospects: We don’t want to be involved in the first half of your research. That is not the message you want to give a new prospect. According to research, buyers only engage with companies directly during the last 40% of their research process.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

JULY 11, 2013

If that is you, I would suggest looking again at your branded search and direct site traffic: they probably represent a significant portion of marketing’s measured contribution, and that doesn’t include the value of increased recognition when sales is calling on potential prospects. But that is just execution. More Referrals.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

AUGUST 23, 2012

Lead Scoring B2B marketing uses lead scoring to determine what prospects should be sent to sales and when. The Missing Connection What do your personas say about how your prospects research and purchase? Your lead scoring is excluding a valuable segment of your audience and you have the information you need to identify the issue!

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

FEBRUARY 14, 2013

You need to start showing your customers, prospects and potential prospects you love them every day. Saying “We Love Our Customers” isn’t nearly enough. If you don’t believe me, ask your spouse. How do you show them you love them? You show your love by the sacrifices you make.

Word of Mouth 100

Word of Mouth Banners Custom Publishing Marketing & Strategy 100

Digital B2B Marketing

MAY 19, 2011

Your prospect is doing their own research. Due to the rise of social media and user generated content, prospects can connect directly with customers, bypassing your careful selection of reference clients. They have not worked with you yet, they have not used your product. No demo, trial or consultative sales process can change this.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

JUNE 12, 2013

So why do you expect the people who register for your educational content will be appropriate prospects today? An all too common mistake is to focus on content that is only useful to immediate prospects. Somewhere along the line, marketers forgot that people get an education because of who they want to become, not who they are today.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

MAY 14, 2012

Start solving the problems your prospects have. As long as your goal is to provide solutions to your target audience, prospects and clients, not to create content, you will begin creating content that doesn’t suck. Here is how you can do better: Stop creating content. The goal is not content. It never was and it never should be.

Content 100

Content Buyer's Journey Education Marketing Prospects 100

Digital B2B Marketing

JUNE 23, 2011

In the past, your prospect held the budget cards and you held the information cards. Through the sales and negotiation dance, the cards were slowly revealed one at a time, with you and your prospect jockeying for advantage through the entire process. This change has turned demand creation upside down.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

MARCH 12, 2014

Your best potential prospects won’t read just one high-level piece of content, but you need to give them the opportunity to find the next piece of content through you, not by going back to Google, by linking to your own more granular content for more specific or detailed information throughout your content.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

JULY 24, 2012

This approach allows you to start nurturing prospects before you capture their email address. 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

AUGUST 30, 2012

If that is too hard… Ask Customers and Prospects for Feedback : Dropping your biases and putting yourself in their shoes is hard. So keep your eyes and ears open, consider your prospect’s perspective and salt your ROI reports well before reading. Instead, go talk to them.

ROI 100

ROI Autoresponders Advertising Agencies Correlation 100

Digital B2B Marketing

JUNE 11, 2012

Prospects want to know what you think In enterprise B2B sales and marketing, prospects want to understand how you view their marketplace, challenges and opportunities. They want to know your vision positions you to continue solving their challenges in the years ahead.

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

MAY 24, 2012

Your website is your home and it leaves a far stronger impression on prospects that take the time to research your company or offerings than your advertising campaign will. Give Up Your Seat Look for the opportunities that will make your prospect’s lives and jobs better. Help, don’t sell, in these situations.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Digital B2B Marketing

DECEMBER 1, 2011

The Downside of Retargeting How do you feel about prospects describing your marketing as creepy, annoying or obnoxious? But unless you are marketing to other marketers, prospects just might think you are creepy. Tweet this] That’s the way many of them describe retargeting. As a marketer, you may think you are providing value.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

DECEMBER 1, 2011

The Downside of Retargeting How do you feel about prospects describing your marketing as creepy, annoying or obnoxious? But unless you are marketing to other marketers, prospects just might think you are creepy. Tweet this] That’s the way many of them describe retargeting. As a marketer, you may think you are providing value.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

AUGUST 30, 2011

The experience your prospect has at each touchpoint is critical, these experiences shape and reshape your audience’s perception. As a B2B marketer, you must accept new mandates: Be discoverable: Discovery allows you to present your perspective early in the prospect’s research process.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

NOVEMBER 13, 2012

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

B2B Marketing 100

B2B Marketing B2B Barriers Validation 100

Digital B2B Marketing

MAY 5, 2014

Whether you have thousands or millions of visitors a month, most of them do not even have the potential to become prospects. Even if it’s well maintained, it is full of tire kickers, companies that are too small or large, or contacts that just aren’t a good fit. All types of people visit your website.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

Digital B2B Marketing

OCTOBER 11, 2012

If you compete with Goldman Sachs and your prospect aspires to work with Goldman Sachs… yeah, that’s an uphill battle! I want Goldman Sachs to be my banker (ok, not really, but let’s pretend for the moment). Some companies are just companies. Others are aspirations. For Goldman Sachs it is an incredible home field advantage.

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

MARCH 12, 2013

Illustrate your understanding of your prospect’s industry. Here are just a few of the potential purposes you may have for a given piece of content. Introduce your solution. Provide a comparison with competitive solutions. Present your perspective on key industry trends. Address a common misperception about your solution or industry.

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

DECEMBER 20, 2012

If you are identifying contacts, researching prospects or just spying on a competitor, now you can access any profile on LinkedIn. Click to view the cached version, and viola, you will see the full public profile. Here is Eric Cantor’s full public profile (click to see it full size).

Profiling 100

Profiling Linkedin Google Paid Search Agency 100

Digital B2B Marketing

MAY 7, 2013

As marketers, we need to give our prospects choices. However, the popular study didn’t investigate giving people just one, take it or leave it, choice! As consumers, having choices is one of our subliminal trust cues. We can shape the experience but they must be in control. How do you provide choice?

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

SEPTEMBER 13, 2012

Back It Up Most people will never look for the support, but the few that do are your best prospects. You can still create layers of meaning and nuance, but you cannot allow the layers to obscure the message. Tweet this 3. Don’t leave them wondering if what you claimed is actually true.

Rules 100

Rules Advertisements Advertising Eye-Tracking 100

Digital B2B Marketing

AUGUST 28, 2012

Service Oriented As marketers increasingly compete for attention, B2B marketers in particular are looking to stand out by being genuinely helpful to customers, prospects and the marketplace. From increasing brand awareness or to driving the sales pipeline, analysis will uncover new opportunities.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Ideally, your content is easily discovered, naturally making you and your content a resource. But how do people find your content?

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

OCTOBER 4, 2011

Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising. The problem: consuming traditional B2B content used for demand generation requires a significant time commitment.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

APRIL 25, 2012

Your goal is to serve your prospective audience, not your tribemates. How to Use Triberr for B2B Marketing Here is how I use Triberr, and how I would recommend you use it as part of a marketing program: Read every post before sharing. Set your bar for quality and relevance high, and do not deviate from it. Filter topics.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

NOVEMBER 6, 2012

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. This is about your brand.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

APRIL 17, 2013

What happens when content has made a great impression but the experience with sales makes your prospect question if you can actually deliver? That’s a huge number relative to many B2B marketers but it pales in comparison to the breadth of most B2B advertising campaigns. The Sales Experience. The potential deal vanishes.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

SEPTEMBER 10, 2013

You need to reach a much higher percentage of prospects than you can through list purchases but will be using the data multiple times. You need the cleanest data possible for a program that has a very high investment per person (such as a gift or high end dimensional direct mail).

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

FEBRUARY 4, 2012

Here is how QuinStreet introduces themselves on their website: From QuinStreet’s Who We Are page: “Our reputation is built on results after consistently delivering to our clients the right inquires from qualified customer prospects at the right volumes.” ” In other words, QuinStreet is a lead generation company.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

OCTOBER 4, 2011

Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising. The problem: consuming traditional B2B content used for demand generation requires a significant time commitment.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

NOVEMBER 19, 2013

They may be more junior contacts or companies that are too small or large to be your best prospects, but they represent a real possibility of current or future business. While it may be worth sending emails to these contacts (people do lie on forms), it is definitely not worth the time of a salesperson. Everyone else.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JANUARY 10, 2012

The business sees a huge repository of customer and prospect data it believes is valuable for email marketing. Marketing lists are often acquired sporadically, and when these acquisitions are handled by various groups, companies lose the opportunity to learn from their successes or failures.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100