Digital B2B Marketing

DECEMBER 20, 2011

Capturing registrations is an uphill battle, requiring you to establish the credibility and relevancy of every piece of content you offer in your lead generation program. The content you are using for lead generation is expected to be valuable, you only need to establish the information’s relevance to the audience.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

NOVEMBER 8, 2011

I often hear marketers say their older content is still relevant. However, if Google determines recency is relevant to the search query, that won’t matter. For B2B content marketing, here is the most notable aspect of this update: the importance of freshness is related to the search query, not the content.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

NOVEMBER 8, 2011

I often hear marketers say their older content is still relevant. However, if Google determines recency is relevant to the search query, that won’t matter. For B2B content marketing, here is the most notable aspect of this update: the importance of freshness is related to the search query, not the content.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

SEPTEMBER 5, 2013

Its last decade’s news and isn’t relevant for your business today. A colleague forwards you link with a short note: “this is awesome, we should be doing this.” ” Your interest is perked. Your expectations are high. You click and… your heart sinks. What was gold to your colleague was a waste of time for you.

Content 100

Content Rules Marketing Education 100

Digital B2B Marketing

DECEMBER 2, 2013

However, be wary of chasing hot topics though unless they are particularly relevant to your audience. Instead create a nurture stream, which at its simplest is just a series of relevant emails with additional content or information sent over the following days or weeks. If you are buying a program with a fixed set of promotions (i.e.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

SEPTEMBER 20, 2012

The perspective on how to determine which personas you need is particularly relevant to, and missing from, many discussions of B2B personas today. by Bryan and Jeffrey Eisenberg. This continues to be my favorite book on personas (note it is not specific to B2B). eMarketing Strategies for the Complex Sale by Ardath Albee.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

JULY 3, 2012

Content curation allows you to share relevant quality information more frequently than simply relying on your own content. The attention you gain through curation gives you an opportunity to share your perspectives and, over time, establish thought leadership.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

NOVEMBER 17, 2011

This is where relevant advice can be incorporated into your plans. If you are not discarding at least half of the generic advice you read or receive, you need to be more selective. It is good advice for someone but that doesn’t make it good advice for you. Build your marketing plans on your strategy. Advice is merely a prescription.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

This is where relevant advice can be incorporated into your plans. If you are not discarding at least half of the generic advice you read or receive, you need to be more selective. It is good advice for someone but that doesn’t make it good advice for you. Build your marketing plans on your strategy. Advice is merely a prescription.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

OCTOBER 2, 2012

Limit the change you ask your audience to make by ensuring your advertising is relevant not only to the audience but also do their current frame of mind. If you use audience targeting to reach the same person on ESPN.com, your ad is a bigger interruption and is asking them to make a bigger change in focus.

Advertisements 100

Advertisements Advertising DemandBase CRM 100

Digital B2B Marketing

JANUARY 31, 2012

As buyers take on more of the burden of research and education, sales must be ready to followup with a conversation that is relevant to a more informed buyer. Consider, for example, the Cisco Cius tablet for business, which some publishers have listed as a top product failure of 2011. Educated Buyers.

Business 100

Business B2B Sales Paid Search Agency Startups 100

Digital B2B Marketing

MAY 9, 2011

A major element of sales and marketing alignment is establishing how a prospect is handed from marketing to sales, when they return to marketing, and ensuring nurturing communications use the most relevant communication.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

APRIL 25, 2012

Set your bar for quality and relevance high, and do not deviate from it. 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. Your goal is to serve your prospective audience, not your tribemates. Filter topics.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

NOVEMBER 6, 2012

Your Turn Is creating and changing an audiences perceptions a missed opportunity in B2B marketing or a relic from the Mad Men era that is no longer relevant today? It is time for marketers to get back to developing a marketing strategy and creating demand instead of capturing contacts. What perception is today’s marketing creating?

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

SEPTEMBER 18, 2012

In Summary The potential for marketing to be one-to-one and extremely relevant is improving every year. Today’s possibilities are amazing and maybe a little bit scary.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

SEPTEMBER 10, 2013

List rentals are still the only way to access lists from some trade publications, and these lists often support the most extensive industry-relevant selection criteria. For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations. Renting a B2B List.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

MAY 24, 2011

The program didn’t rely on traditional marketing language, it skipped directly to presenting a relevant solution. In my opinion, the key was a solution created specifically for every company, including a 40 page recommendation.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

MARCH 12, 2014

It isn’t time for a buyer’s journey, first you need to determine if they are interested at all in the subtopic that is relevant to you! An eBook about what manufacturing will look like in 2025 is stage zero content.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

JANUARY 24, 2013

If focusing on your audience took your blog to an area that isn’t relevant to your own business, you have gone too far. It Isn’t Connected to the Business Being “all about your audience” can go too far. However in most cases it won’t drive the underlying business and it will lose support over time.

B2B Marketing 100

B2B Marketing Paid Search Agency B2B Press 100

Digital B2B Marketing

DECEMBER 1, 2011

Only two people told me they liked the ads or the ads were relevant. Some people asked if these ads meant they were being tracked, highlighting another potential negative implication for marketers. Both are marketers. I asked the same question in a simple online poll, sent out via Twitter and LinkedIn.

Online Marketing 100

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

Digital B2B Marketing

DECEMBER 1, 2011

Only two people told me they liked the ads or the ads were relevant. Some people asked if these ads meant they were being tracked, highlighting another potential negative implication for marketers. Both are marketers. I asked the same question in a simple online poll, sent out via Twitter and LinkedIn.

Online Marketing 100

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

Digital B2B Marketing

FEBRUARY 7, 2012

The problem is, beyond the social media land of unicorns, authentic isn’t relevant. You can’t turn around in the social media echo chamber without bumping into this word. As I explored in Don’t Be Authentic: Real Social Media Marketing Advice on SpinSucks , we don’t really want to see authentic in social media.

Social Media 100

Social Media Media Broadcasting Social Marketing 100

Digital B2B Marketing

AUGUST 14, 2012

What if banner ads could become as targeted and relevant as emails? One of the emerging trends in online advertising promises to make this possible. Rather than targeting an audience based on various characteristics, CRM retargeting allows you to target segments of your CRM database with online ads.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

AUGUST 11, 2011

Although it may seem absurd, this question is relevant today for two reasons: Congress continues to consider privacy legislation every year, and although not well understood, it is broadly supported by constituents. In need of popular support, this Congress may finally take on extensive privacy reform.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

APRIL 29, 2014

Native publishing is a subset of in-feed native advertising, as defined by the IAB. The Allure of Native Publishing.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

JANUARY 20, 2014

Yes, B2B marketers are doing a few things well when it comes to using data: B2B marketers are increasingly adopting marketing automation and using past behavior to deliver more relevant content. Ads are (occasionally) targeted and relevant to discrete audiences, using retargeting or through data providers like Bizo.

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

JUNE 18, 2014

In order to serve things that are relevant to me, you need to know something about me. Despite the outrage over cookies, tracking and privacy, much of the data driving the industry to this future of highly relevant advertising looks like someone wearing a blindfold threw a few hundred darts at a board of potential audience segments.

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

DECEMBER 8, 2011

Consider Context Limit your retargeting campaign to content that is contextually relevant or on an adjacent topic (for instance, business content for an enterprise technology offering). Staying in contextually relevant areas limits the chance your audience feels your banner ads are following them around the web.

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

MARCH 4, 2014

This approach is particularly relevant for small companies where this can be the owner or founder. Initially, you will need to carefully include links to additional relevant information directly in your article and you will not be able to rotate out links or promotions the way you can on most sites. A group approach.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

FEBRUARY 27, 2013

Develop social media profiles for Jamie on the core relevant networks for your target audience. Begin sharing content that is relevant to your selected area of focus through each of Jamie’s relevant profiles. Your brand should already have an active presence. If it doesn’t, fix that now. Identify the Thought Leaders.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

DECEMBER 6, 2012

From Facebook to DMPs, CRM Retargeting , personalization and new data sources, every interruption will become more noticeable, more relevant and more targeted than the last. Extreme Technology Data for targeting and personalization will continue to advance. As new technology emerges, new marketing extremes emerge as well.

Internet Marketing 100

Internet Marketing Twitter Marketing & Strategy Facebook 100

Digital B2B Marketing

JULY 19, 2012

Are the tags on Delicious relevant or do they reveal a different focus? Look at Social Media Engagement Is the site driving sharing on Twitter, LinkedIn or Facebook? Are there comments or active discussion taking place on the site?

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Tips 100

Digital B2B Marketing

MARCH 4, 2011

Ziff does not rent their lists only to a carefully-selected list of companies with timely and relevant information. Ziff is promising the audience, with carefully constructed marketing language, something they will not deliver. They rent their list to most companies willing to pay the expense. Lower List Quality.

Enterprise Management 100

Enterprise Management Advertising Agencies Digg Demand Generation Agencies 100

Digital B2B Marketing

MARCH 24, 2011

2 Responses to That’s John Doe to You Carmen Hill says: March 24, 2011 at 3:13 pm This is so relevant for marketers evaluating the trade-offs of gating vs. not gating content. Reply Eric Wittlake says: March 26, 2011 at 9:08 am Thanks Carmen. I hope we will see more marketers ungate more of their content.

B2B Thought Leadership 100

B2B Thought Leadership Demand Generation Agencies Digg Demand Generation 100

Digital B2B Marketing

NOVEMBER 12, 2013

industry, role, company size, etc) and have recently registered to access relevant content (i.e. An increasing number of lead generation providers today sell contacts based on recent activity. You can purchase contacts that fit your basic target criteria (i.e. enterprise mobility, IT security, etc).

Lead Generation 100

Lead Generation Generation Leads Lead 100

Digital B2B Marketing

MARCH 25, 2011

For many B2B marketers, the data is more relevant than Facebook. LinkedIn has tremendous B2B data for targeting advertising. Accurate professional profiles, maintained by each of us, group membership, even a business social graph (check out InMaps ).

Linkedin 100

Linkedin Media B2B Digg 100

Digital B2B Marketing

APRIL 5, 2012

Listening ensures followup is timely and incorporating history improves the relevance of the followup communication. Jump on Opportunities Being timely and relevant sometimes means going off-script. Mine Social Media Expand your social media listening program to identify opportunities to connect with current prospects.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Profiling 100