Digital B2B Marketing

SEPTEMBER 22, 2011

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. Is your sales team equipped with mobile devices? If so, how is it changing how marketing supports sales? Why not or what did you learn? If so, why not?

Mobile Marketing 100

Mobile Marketing Planning Mobile Advertising B2B Marketing 100

Digital B2B Marketing

MAY 23, 2012

If you measure or benchmark B2B demand generation activity across sales and marketing, one of the best benchmark resources just received a major facelift and a number of improvements. By incorporating Sales Generated Leads, the Sirius Decisions funnel now aligns with an organization’s full direct sales pipeline.

Demand Generation 100

Demand Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 100

Digital B2B Marketing

JANUARY 31, 2012

Your Sales Organization. If your sales organization is not ready to sell your new offerings, your marketing will not solve the problem. Sales Readiness If marketing is driving demand for a new offering but sales is not ready to close on opportunities, the immediate impact of your effort will be lost. Educated Buyers.

Business 100

Business B2B Sales Paid Search Agency Startups 100

Digital B2B Marketing

JULY 7, 2011

This post was sparked by a spirited, and at times emotional, debate during the #bizforum chat on Twitter yesterday evening. A challenge faced by sales and marketing is the emotions that matter are not the easy ones to create. Here are some of the stronger and more powerful emotions at play in B2B marketing and sales: Trust.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 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. Everyone else is already curating Look at Twitter, LinkedIn industry groups or Facebook pages. Share your perspective below or with me on Twitter ( @wittlake ).

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

AUGUST 30, 2012

How many other people are tired of your spammy keyword autoresponder on Twitter? Listen for Anecdotes : Do you get feedback from sales discussions or your partners that your marketing is helping (or hurting) their efforts? Share your tips in the comments below or with me on Twitter ( @wittlake ). More than you realize.

ROI 100

ROI Autoresponders Advertising Agencies Correlation 100

Digital B2B Marketing

SEPTEMBER 20, 2012

eMarketing Strategies for the Complex Sale by Ardath Albee. Share your view in the comments below or with me on Twitter (@wittlake). Join the discussion on Twitter every Thursday at 8:00 PM New York time using the #b2Bchat hashtag and follow @b2b_chat for announcements of each week’s topic. Interested in #B2Bchat?

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

AUGUST 30, 2011

With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? It is important to remember the interaction with your sales team, one-to-one, will have a tremendous impact on your woozle, but it is not the only factor. Share your view in the comments below or with me on Twitter.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

JULY 17, 2012

Today’s buyers complete 70% or more of their research before ever engaging with sales. If pricing is a key point of differentiation and reason for them to engage with your sales team, do not be afraid to make that clear! If so, I would love to hear your perspective in the comments, on Twitter ( @wittlake ) or by email.

Pricing 100

Pricing Price B2B Sales Differentiation 100

Digital B2B Marketing

APRIL 2, 2013

It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? As a results, B2B acquisition marketing often devolves into one of two places: Just getting a lead (really just some contact details, but I digress) into the marketing and sales machine.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

JULY 31, 2012

Sales cycles are long, measurement can be convoluted, and segmentation, lead scoring and sales and marketing alignment take traditional marketers into uncomfortable spaces. Until your marketing efforts create a level of demand, you are not setting your sales team up to succeed. B2B marketing is complex.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

NOVEMBER 6, 2012

Focusing on Linear Results Measurement Marketing measurement starts when a contact is captured and continues as contacts move into and through the sales pipeline. Share your view in the comments below or with me on Twitter ( @wittlake ). Here are the issues that may be blinding you today. Photo Credit: Day 55/365 by ?ah33l

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

JUNE 19, 2012

Since the majority of your social media activity will be public, and on display for all to see, a sales attitude poses a serious risk, turning off potential buyers. Caution: Do not force a sales relationship your audience does not want. Share your prediction in the comments below or with me on Twitter ( @wittlake ).

Social Media 100

Social Media BtoB Media B2B 100

Digital B2B Marketing

NOVEMBER 19, 2013

However, sales cycles are long. Here we will look at how to measure and optimize your program effectively in the face of long sales cycles. Pipeline and Sales. Depending on your sales cycle and process, that may be the number of sales qualified leads or value of pipeline opportunities.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

AUGUST 23, 2012

Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities. Lead Scoring B2B marketing uses lead scoring to determine what prospects should be sent to sales and when. Share your view in the comments below or with me on Twitter ( @wittlake ).

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

JUNE 28, 2012

This is why sales people with existing relationships are recruited and account managers work to develop personal relationships with clients. Here are three reasons marketing cannot be focused on developing relationships with these people: Marketing will need to transfer the relationship to sales or account teams.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

MARCH 5, 2013

Most B2B marketing organizations start with a goal that looks like “deliver 18,000 leads to sales.” ” The lead goal was determined by the new revenue goal, the number of leads sales will need to reach the goal, and the portion of leads that marketing will need to contribute. It is easier said than done.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

AUGUST 20, 2013

Is Your Sales Process Working. Marketing contributed at least some of the current sales opportunities. You also provided content that supports the sale and likely established the initial overall perception of your company and product with the audience. If deals aren’t closing, look in the mirror before you point at sales.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

JUNE 4, 2013

If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes. Share your views in the comments below or with me on Twitter ( @wittlake ). You need to generate leads, right? Print Advertising. Photo Credit: mugley via Flickr cc.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

JULY 26, 2011

To stop with the sales, the marketing or the technology, and share a bit more about who we are when we don’t put on a public face. For an example of this influence, see the bio I use on Twitter. With that, I’ll close and ask you to share a little bit about yourself, in a blog post, on Twitter, or in the comments below.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

OCTOBER 15, 2013

For consumable, spreadable content without a strong sales or company spin, start with this list. Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted and then organically spread. Of course you can (anything is for sale in the publishing world these days). Promoted Tweets.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

MAY 8, 2014

If you aren’t certain where to start, just exclude sales and marketing). Let me know in the comments below or on Twitter ( @wittlake )! Exclude job functions you specifically do not want to reach (since you are already targeting by skills or groups, this can be more limited. Run your traditional and new campaign side-by-side.

Linkedin 100

Linkedin Campaigns Social Media Advertisements 100

Digital B2B Marketing

AUGUST 28, 2012

You must understand and appreciate the importance of finance, sales, talent management, supply chain, product development and more to the business. From increasing brand awareness or to driving the sales pipeline, analysis will uncover new opportunities. Please share your list in the comments below or with me on Twitter ( @wittlake ).

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 100

Digital B2B Marketing

MARCH 12, 2013

Instead, you put your trust in your outbound marketing and sales process. Leave the primary communication to your followup marketing and sales efforts. Share your view in the comments below or with me on Twitter ( @wittlake ). Looking at most B2B marketing, the answer is clearly “no, you don’t.”

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

DECEMBER 11, 2012

If you don’t know who Sharon Drew is, she is the creator of Buying Facilitation and has written multiple books delving into how and why businesses buy, including the behind-the-scenes issues that sales, content and marketing automation often do not address today. is the length of the sales cycle.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

MAY 22, 2012

Informing Is Not Selling Your content should solve your prospects problems, not deliver a sales pitch. Fully 75% of respondents, when asked how marketers could improve content, said drop the sales pitch. Yes, marketers ultimately need to move towards a sale, but no one wants to be marketed or sold to. BY ND).

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

JANUARY 3, 2013

You examine everything in your bid for more opens, more clicks, more leads and more sales. Share your opinion in the comments below or with me on Twitter ( @wittlake ). You pore over every benchmark and research study. Subject lines, call to action, offer, design, images. Image by planeta via Flickr.

Practices 100

Practices Eloqua Best Practices Open Rate 100

Digital B2B Marketing

MAY 20, 2014

Progressive profiling can then be used to capture additional nice-to-have information, from location to current purchase plans to preferences and attitudes that can shape the following communications from both sales and marketing. Let me know in the comments below or on Twitter ( @wittlake ). Photo Credit: Phil Manker via Flickr cc. (It

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

APRIL 11, 2013

It supported your sales team. Share your view in the comments below or with me on Twitter (@wittlake). Content was part of SEO, social or a crazy skunkworks company blog experiment. It was necessary to feed your newsletter or nurture programs through your marketing automation platform.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

JANUARY 10, 2012

There are many reputable email data providers, however telling the difference can sometimes be difficult, as Welcome to the Murky World of Email List Sales outlined now more than three years ago. However, list purchases are a reality in B2B sales and marketing and an area marketers need to understand before wading in.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

OCTOBER 11, 2012

As you help potential buyers through the process, they will become more familiar with you and your solutions as well, leading to an opportunity to make a sale. Share your reaction in the comments below or with me on Twitter ( @wittlake ). The outcome is really good marketing and business results.

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

SEPTEMBER 27, 2012

The B2B Marketing Implication As a marketer, you have objectives that may range from sales to leads to unaided awareness. Share your perspective in the comments below or with me on Twitter ( @wittlake ). It was because other good (or better, according to Google) sites were simply not available, offline because of the GoDaddy outage.

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 100

Digital B2B Marketing

OCTOBER 29, 2013

When you see a sales pitch full of statistics, how do you differentiate the real story from the spin? I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. Sales enablement. Let me know in the comments below or on Twitter ( @wittlake ).

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

MARCH 7, 2013

Share this post with every B2B marketer or media sales rep that needs to see it. Banner supporters, sound off in the comments below or flame me on Twitter ( @wittlake ). Publishers, stop chasing budgets with banner proposals that simply won’t pan out. Do you agree? If so, spread the message.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

JULY 3, 2012

Turning Attention into Marketing Success The top three content marketing objectives according a recent survey by Curata (notably, a company that offers a solution for content curation), are driving leads/sales, thought leadership and brand awareness. Share your experience in the comments below or with me on Twitter ( @wittlake ).

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

AUGUST 22, 2013

Talk to potential prospects that have not engaged with sales in order to understand prospects your marketing needs to reach. Share your view in the comments below or with me on Twitter ( @wittlake ). Instead, personas should be like a caricature: immediately recognizable while focusing on the defining characteristics of each segment.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

FEBRUARY 13, 2012

Every sale. If marketing needs to serve and respect the audience (as I say in my Twitter bio), then in the case of DSPs, marketing will serve the audience by educating marketers about the doors DSPs open for them and where the industry is going. In business, big data means far more than that. Every customer touchpoint.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100