B2B Marketing Zone

Influencer Marketing: 10 Questions for Successful Plans

Digital B2B Marketing

NOVEMBER 10, 2011

Here are 10 questions that will help refine your goals, the barriers marketing needs to overcome and how you can measure your campaign. What other key discovery questions would you add? These are questions I have developed through my work with clients over the last few years and I believe they area a good starting point.

Planning

Planning Word of Mouth Barriers Marketing & Strategy

Influencer Marketing: 10 Questions for Successful Plans

Digital B2B Marketing

NOVEMBER 10, 2011

Here are 10 questions that will help refine your goals, the barriers marketing needs to overcome and how you can measure your campaign. What other key discovery questions would you add? These are questions I have developed through my work with clients over the last few years and I believe they area a good starting point.

Planning

Planning Word of Mouth Barriers Marketing & Strategy

Does B2B Social Media Work? That’s the Wrong Question

Digital B2B Marketing

FEBRUARY 12, 2013

It is a common question, and starting point for (normally) friendly debate, in B2B marketing. The problem is, they are arguing about the wrong question. The real answer to “does it work” is almost always “it can” Here is the right question to ask: “ is it the right thing for my business to do?

Social Media

Social Media Media B2B Case Study

Webinars

Sales & Marketing Alignment: How to Synergize for Success

How to Leverage Behavioral Science Insights for Direct Mail Success

MORE WEBINARS

3 Questions For When Mobile is the First Screen

Digital B2B Marketing

AUGUST 25, 2011

When mobile is first, here are questions you might hear: The email is great. This is my favorite question. What questions would you add, and are you hearing any of these questions asked yet? Mobile will be the assumption for marketing, not the extension. How different is this? Does it look OK on a laptop too?

Mobile Marketing

Mobile Marketing B2B Marketing Internet Marketing Twitter

Three Questions for Measuring Social, Not Media

Digital B2B Marketing

JUNE 28, 2011

Before you continue, ask the following questions: What is the return on relationships? As companies develop social media plans and programs, anticipating the ways social media will deliver ROI is a challenge few have addressed. Most companies quickly implement traditional media measurements, slightly adapted for social media.

Media

Media Social Media ROI Media Plans

3 Questions For When Mobile is the First Screen

Digital B2B Marketing

AUGUST 25, 2011

Mobile devices are expected to be the primary mode of internet access in the next three years. This is worth saying again: Your company’s digital experience will be primarily via mobile devices. The current response from marketing falls woefully short of where they need to be in a few short months. Discussions of mobile marketing [.].

Mobile Marketing

Mobile Marketing Internet Marketing Paid Search Agency Companies

The One Thing Every Marketer Must Do

Digital B2B Marketing

APRIL 4, 2013

Question everything you hear, see or read. However, if you don’t question what you see, read or hear, you will fall prey to new “research” or the bevy of experts peddling “solutions” that benefit them more than you. Question Research. Question it. Question Networks and Publishers.

Advertising Agencies

Advertising Agencies Sample Marketing & Strategy Paid Search Agency

Is Focusing On Your Audience Getting In Your Way?

Digital B2B Marketing

FEBRUARY 28, 2012

Asking the Right Questions The problem is, you are asking the wrong questions yet still expecting to get the right answers. When it comes to new or emerging areas, be it technology, channels or communication styles, the question isn’t if your audience is using them today. Who cares if they are!

Twitter

Twitter B2B Marketing Internet Marketing Course

Getting Out of the B2B Lead Generation Trap

Digital B2B Marketing

MARCH 5, 2013

Dig into that question, ask why of every answer or assumption you come up with, and you will eventually get to the root challenge and the basis for goals that can move your business forward. It makes sense, it is logical and it can be difficult to question. Here are just a few of the why questions to start with.

Lead Generation

Lead Generation Lead Scoring Lead Ranking Generation

Change Is Overdue

Digital B2B Marketing

JANUARY 9, 2014

Ask your questions. Do you have specific questions you would like to see answered in future posts? If you subscribe to get posts by email, you can even reply directly to those emails with questions. I listed four types of content I believe will be valuable, not just another entertaining attention sinkhole, to marketers today.

Marketing Report

Marketing Report Social Media Email Marketing Traffic

B2B Sales and Marketing Integration

Digital B2B Marketing

APRIL 22, 2012

Danny lined up a great set of provocative questions for the group on aligning B2B sales and marketing. The variety of responses and the disagreements among participants on reporting structures, aligning goals and the best approach to training is its own additional insight into each of the questions.

B2B Sales

B2B Sales B2B Marketing B2B Training

Why B2B Marketers Are Slow To Invest In Data

Digital B2B Marketing

NOVEMBER 13, 2012

Data Quality Start asking the questions about how data is captured and how it is maintained. The real question is if there is enough information to improve your marketing. Here is how you can address these concerns with new data opportunities. Partial Profiles There is no perfectly complete source of data available.

B2B Marketing

B2B Marketing B2B Barriers Validation

B2B Marketing Metrics [#B2Bchat Recap]

Digital B2B Marketing

DECEMBER 13, 2011

We tackled these and other questions during the weekly #B2Bchat discussion on Twitter on December 8, 2011. Highlights from the discussion along with additional commentary on each question is below. How do they effectively communicate results within the organization? What are the trends they are looking towards in 2012?

B2B Marketing

B2B Marketing B2B Marketing Analytics Tools Twitter

A New Way to Understand Your Social Media Audience

Digital B2B Marketing

JUNE 14, 2011

Here are two questions that are difficult to answer. Faced with these questions, you are handicapped, relying on the total figures from tools like bit.ly I’m excited to see my digital media and data background combine with social media measurement to attempt to answer these questions.

Social Media

Social Media Media Curation Ideal Customer Profiles

How To Avoid the Biggest Pitfall of Progressive Profiling

Digital B2B Marketing

MAY 20, 2014

According to Google, progressive profiling is “a method of asking questions incrementally, gathering more information about a prospect over time.” Then, as they come back over time, continue to gather a little bit more. Each response helps to build a more complete profile, but it isn’t critical information.

Profiling

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation

Mobile Marketing in B2B: #B2Bchat at 8 PM EST on 9/22

Digital B2B Marketing

SEPTEMBER 22, 2011

Here are the questions to start off this evening’s discussion: Q1. Are there other questions we should cover in future B2Bchat discussions or add to today’s discussion if there is time? Where are we starting from: did you use mobile marketing this year? Why not or what did you learn? Share them in the comments below!

Mobile Marketing

Mobile Marketing Planning Mobile Advertising B2B Marketing

Mobile Marketing in B2B: #B2Bchat at 8 PM EST on 9/22

Digital B2B Marketing

SEPTEMBER 22, 2011

Here are the questions to start off this evening’s discussion: Q1. Are there other questions we should cover in future B2Bchat discussions or add to today’s discussion if there is time? Where are we starting from: did you use mobile marketing this year? Why not or what did you learn? Share them in the comments below!

Mobile Marketing

Mobile Marketing Planning Mobile Advertising B2B Marketing

The Trick to Seeing Through Marketing Statistics

Digital B2B Marketing

OCTOBER 29, 2013

Learn How The Questions Were Asked. Market researchers can bias the response based on how the question is asked or by the choices that were given. Go back to the original question, the full list of choices and the responses to see where the results were biased. If you were doing the research, what else would you want to know?

Statistics

Statistics Banner Ads Stats Sample

Your Marketing Results Are Not In Your Control

Digital B2B Marketing

SEPTEMBER 27, 2012

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? 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.

Godaddy

Godaddy Marketing Management Planning Marketing & Strategy

When Marketing Automation Is the Wrong Solution

Digital B2B Marketing

MAY 21, 2013

The interesting question is, where is the tradeoff? Alternatively, do you have questions about when it makes sense? You would never consider creating rules with complex branching logic to send a followup email to just one person; you would look at the situation and write only the email needed, when its needed.

Marketing Management

Marketing Management Marketing Automation Services Marketing Automation Automation

Understanding Intent Behind Content Consumption

Digital B2B Marketing

MARCH 12, 2014

But do you know the answer to the more important question: why did they take the time to read it or watch it? Whatever you do, don’t just add a question to a form in front of your content! You know millions of people saw your content. It isn’t because it was widely shared on Twitter or LinkedIn.

Intent

Intent Long Tail Marketing Marketing Automation Services Content

Social Media, Opt-In Marketing, and When Valuable Isn’t Enough

Digital B2B Marketing

AUGUST 11, 2011

Although it may seem absurd, this question is relevant today, and valuable to consider. What would happen to your marketing programs if every channel required explicit opt-in and opting out or unsubscribing was just a click away? Here are two ways it might change your marketing.

Opt-in

Opt-in Social Media Opt-out Social Marketing

Mobile Marketing in B2B: #B2Bchat at 8 PM EST on 9/22

Digital B2B Marketing

SEPTEMBER 22, 2011

Here are the questions to start off this evening’s discussion: Q1. We will be picking up the Mobile Marketing conversation this evening with a look at experiences in 2011, priorities for 2012 and how mobile is changing sales enablement. Where are we starting from: did you use mobile marketing this year? Why not or what [.].

Mobile Marketing

Mobile Marketing B2B Marketing B2B Marketing

Discussion Recap: Content in B2B Marketing

Digital B2B Marketing

NOVEMBER 14, 2011

Add your own answer to any of the questions discussed in the comments below. Join #B2Bchat on Twitter, every Thursday at 8:00 Eastern time, follow @B2B_chat for more information on the discussion each week. Join the Discussion Do you have a view on content marketing in B2B?

B2B Marketing

B2B Marketing B2B Content Twitter

Discussion Recap: Content in B2B Marketing

Digital B2B Marketing

NOVEMBER 14, 2011

Add your own answer to any of the questions discussed in the comments below. Join #B2Bchat on Twitter, every Thursday at 8:00 Eastern time, follow @B2B_chat for more information on the discussion each week. Join the Discussion Do you have a view on content marketing in B2B?

B2B Marketing

B2B Marketing B2B Content Twitter

There Is No Vending Machine For Marketing Qualified Leads

Digital B2B Marketing

MAY 17, 2012

You need to provide the information they need, answer the questions they have and proactively address concerns that may be raised. Many may not have an understanding of the types of solutions available or how to select the right one. Some will not have recognized a need or opportunity yet. Nurturing fills this gap.

Marketing Qualified Leads

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead

LinkedIn Now Tracks You Across The Web [And Flaunts It]

Digital B2B Marketing

AUGUST 26, 2013

Although tracking isn’t unusual, most companies don’t make tracking nearly this obvious and it raises a number of questions for LinkedIn users and for B2B marketers: How will LinkedIn’s audience react when tracking is this visible?

Linkedin DemandBase Eloqua Privacy

One change that dramatically improved B2B marketing results

Digital B2B Marketing

SEPTEMBER 2, 2014

Share your experience or questions in the comments below or with me on Twitter ( @wittlake ). B2B marketing has relied heavily on data for years, but are you tapping into today’s new data sources to improve your marketing.

B2B Marketing

B2B Marketing B2B Click Rate Marketing Automation Services

Three Principles for the Future of Marketing

Digital B2B Marketing

JUNE 16, 2011

The question is, how do you accomplish it? Any marketer that can answer that question with an honest and resounding yes has an audience to begin mobilizing. Earlier this week, Michael Brenner outlined the future of marketing , drawing from last fall’s future of advertising article in Fast Company. It is a great perspective.

Webcast

Webcast Demand Generation Agencies Demand Generation Mobile Advertising

Five Keys to Creating Content that Drives Awareness

Digital B2B Marketing

JUNE 2, 2011

Question: Where is awareness most valuable in the buying cycle? Question: Would it be better if prospects where aware of your company when they started the research process? Yet according to a study from MarketingProfs and Junta42 , 78% of B2B marketers say awareness is an objective of content marketing. Answer: “Well, DUH!

Buying Cycle

Buying Cycle B2B Thought Leadership Content Hubspot

Corporate Websites for Demand Generation: B2B Discussion Highlights

Digital B2B Marketing

FEBRUARY 14, 2012

These are some of the questions we tackled on B2Bchat on February 8, 2012, and I had the privledge of moderating the discussion on Twitter. Can corporate websites support demand generation and lead capture? Or do marketers need to build microsites to support demand generation effectively?

Demand Generation

Demand Generation Demand Generation Marketing Websites

Is Your Content the Pretty Lady or the Old Hag?

Digital B2B Marketing

APRIL 18, 2012

The question is, how does your audience see your content? Marketers get caught in the same trap with their content. From your perspective, your content may be unique and valuable, but that isn’t the perspective that matters. If you can’t see it from your audience’s perspective, get someone independent to assess your content.

Content

Content Education Twitter Best Practices

6 Ways B2B Marketers Are Falling Short Today

Digital B2B Marketing

MAY 28, 2015

The real question is “how are you changing?” That I’m not doing enough. Sure, marketing is changing faster today than it did yesterday. Blah blah blah. It doesn’t matter how fast marketing is changing! ” Here are six areas that struck me. No, they aren’t new.

B2B Marketing

B2B Marketing Planning DemandBase B2B

5 Steps To Improve B2B Lead Generation Program Results

Digital B2B Marketing

DECEMBER 2, 2013

Or alternatively, what questions do you have about publisher lead generation programs? Or if you prefer, email (eric@b2bdigital.net) me with your questions. How else can B2B marketers improve the results from publisher lead generation programs? Photo Credit: Lincolnian (Brian) via Compfight cc.

Lead Generation

Lead Generation Budget Programs Lead Scoring Lead Ranking

Social Media Needs an Organic Movement

Digital B2B Marketing

JUNE 30, 2011

Some will question if the resulting community is really more valuable. Others will acknowledge the value, but question if it justifies the increased cost. It creates noise and saps time, money and energy from your audience. Organic social media is slower and it requires more time and energy.

Social Media

Social Media Organization Terms and Conditions Media

Measuring Success in B2B Marketing

Digital B2B Marketing

JULY 23, 2012

Here are just a few of the questions you will need to address: Should you be focused on revenue that is directly attributed to your marketing activities? In B2B marketing, collecting numbers is easy. Picking the right measurements and consistently using them to improve your marketing is the real challenge. Is the data you have reliable?

B2B Marketing

B2B Marketing B2B Social Media Twitter

Social Media Does Not Influence B2B Buyers

Digital B2B Marketing

JUNE 19, 2012

The big question is, as marketers increase investments, will they be focused on selling or on providing value to others? Your Turn I believe marketers optimism and increased investment is warranted and that if marketers focus on providing value, buyers will begin reporting that social media is more important in their buying process as well.

Social Media

Social Media BtoB Media B2B

Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

MAY 30, 2013

You have invested in great content that answers the questions your audience has. However, don’t overlook the potential to deliver this same value directly on sites your audience is already visiting. Tactics: sponsorships, native advertising. Help People Find What They Are Looking For. Tactic: search.

B2B Marketing

B2B Marketing Banners Paid Search Agency Inbound Marketing

3 Reasons B2B Marketers Should Not Use Microsites

Digital B2B Marketing

MAY 28, 2013

Are there other activities the loss of third party cookies will impact, or questions you have about the impact? These solutions can also be used by the online ad networks and data companies Firefox is targeting, so they may be the next target of browser privacy changes. Share them in the comments below or with me on Twitter ( @wittlake ).

Microsite

Microsite B2B Marketing Domain B2B

The Inbound Marketing Propaganda Machine

Digital B2B Marketing

JANUARY 7, 2014

It’s like asking advertisers with a big percentage of their media budget in TV if TV advertising drives business, and then asking those with a small percentage in TV the same question. The results wouldn’t mean TV works or doesn’t work.

Inbound Marketing

Inbound Marketing Paid Search Agency Cost per Lead Correlation

Thought Leadership in B2B Marketing [#B2Bchat Recap]

Digital B2B Marketing

OCTOBER 24, 2011

These and other questions were debated during a Twitter #B2Bchat on Thought Leadership in B2B Marketing on October 13, and I had the privilege of moderating the discussion. Why should companies invest in thought leadership? And just what does thought leadership mean anyways? Here are the key takeaways I took from the discussion.

B2B Thought Leadership

B2B Thought Leadership Thought Leadership B2B Marketing B2B

Buyer Personas in B2B Marketing

Digital B2B Marketing

SEPTEMBER 20, 2012

B2B buyer personas were the topic of discussion recently on #B2Bchat and the group shared their perspective on these and a number of other questions. Do you even need to create B2B buyer personas at all? Here are three of the takeaways I came away from the conversation with: Many B2B marketers do not understand what a persona is.

Buyer Personas

Buyer Personas B2B Marketing Paid Search Agency B2B

7 B2B Advertising Opportunities You Are Probably Missing

Digital B2B Marketing

MARCH 25, 2013

Share your answer, or a question about where to start, in the comments below, with me on Twitter ( @wittlake ) or by email (available under my bio in the sidebar). Although some tactics, such as retargeting, are catching on in B2B now, B2B advertisers are still missing many of the new opportunities modern online media provides.

Will Jet Engines Ever Be Social?

Digital B2B Marketing

NOVEMBER 29, 2012

Wow, what a question. What would a jet engine say if it was on a social network? The CMO of GE talked about this in a video earlier this year at Dreamforce. To think, soon your refrigerator, car and, yes, jet engines may be part of your social network.

Work Management

Work Management Marketing Management Social Networks Social Media

Digital B2B Marketing

Influencer Marketing: 10 Questions for Successful Plans

Influencer Marketing: 10 Questions for Successful Plans

Webinars

Trending Sources

Does B2B Social Media Work? That’s the Wrong Question

Webinars

3 Questions For When Mobile is the First Screen

Three Questions for Measuring Social, Not Media

3 Questions For When Mobile is the First Screen

The One Thing Every Marketer Must Do

Is Focusing On Your Audience Getting In Your Way?

Getting Out of the B2B Lead Generation Trap

Change Is Overdue

B2B Sales and Marketing Integration

Why B2B Marketers Are Slow To Invest In Data

B2B Marketing Metrics [#B2Bchat Recap]

A New Way to Understand Your Social Media Audience

How To Avoid the Biggest Pitfall of Progressive Profiling

Mobile Marketing in B2B: #B2Bchat at 8 PM EST on 9/22

Mobile Marketing in B2B: #B2Bchat at 8 PM EST on 9/22

The Trick to Seeing Through Marketing Statistics

Your Marketing Results Are Not In Your Control

When Marketing Automation Is the Wrong Solution

Understanding Intent Behind Content Consumption

Social Media, Opt-In Marketing, and When Valuable Isn’t Enough

Mobile Marketing in B2B: #B2Bchat at 8 PM EST on 9/22

Discussion Recap: Content in B2B Marketing

Discussion Recap: Content in B2B Marketing

There Is No Vending Machine For Marketing Qualified Leads

LinkedIn Now Tracks You Across The Web [And Flaunts It]

One change that dramatically improved B2B marketing results

Three Principles for the Future of Marketing

Five Keys to Creating Content that Drives Awareness

Corporate Websites for Demand Generation: B2B Discussion Highlights

Is Your Content the Pretty Lady or the Old Hag?

6 Ways B2B Marketers Are Falling Short Today

5 Steps To Improve B2B Lead Generation Program Results

Social Media Needs an Organic Movement

Measuring Success in B2B Marketing

Social Media Does Not Influence B2B Buyers

Outbound Marketing for Modern B2B Marketers

3 Reasons B2B Marketers Should Not Use Microsites

The Inbound Marketing Propaganda Machine

Thought Leadership in B2B Marketing [#B2Bchat Recap]

Buyer Personas in B2B Marketing

7 B2B Advertising Opportunities You Are Probably Missing

Will Jet Engines Ever Be Social?

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