Digital B2B Marketing

NOVEMBER 6, 2012

Do you care if potential prospects see your services as high value or a complete rip-off? 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. Of course you do. This is about the perception each individual has about you.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

MAY 29, 2012

You are expanding into managed services and addressing business pain points and need to begin selling directly to senior business executives (some solutions may even be threatening to your historical IT audience). How do you drive sales of your new higher price point and more profitable services to a new business audience?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

MARCH 27, 2013

When you are marketing a marketing service to marketers, the bar is even higher than it is for most B2B marketers. Your marketing will be seen as an indicator of the quality of your marketing service. Filling my hotel room with cheap junk is not a good way to make me think fondly of you or your product.

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

NOVEMBER 29, 2011

They have successfully differentiated with additional services and logistics, and they have become one of the leading businesses in their category. But what if your focus is providing excellent service and going above and beyond to support your customer’s business? Inbound marketing assumes you need a way to reach your audience.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 29, 2011

They have successfully differentiated with additional services and logistics, and they have become one of the leading businesses in their category. But what if your focus is providing excellent service and going above and beyond to support your customer’s business? Inbound marketing assumes you need a way to reach your audience.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Disclosure: I buy or recommend clients buy lead generation programs or data services from Madison Logic at times. B2B marketing has relied heavily on data for years, but are you tapping into today’s new data sources to improve your marketing. Share your experience or questions in the comments below or with me on Twitter ( @wittlake ).

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

JULY 6, 2011

In the enterprise software market, we see the rise of SaaS or Anything-as-a-Service offerings competing with traditional enterprise providers. Said another way, the Anything-as-a-Service model gives customers the freedom they need to pursue the best course for their business.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

MAY 13, 2014

“The feature will also be a boon for many businesspeople who use the service, as it allows you to pay someone you’ve networked with the courtesy of a follow on Twitter, even if you’d rather not consume the content in their Twitter stream.” Unfortunately, others see this possibility as a positive development.

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 100

Digital B2B Marketing

JUNE 19, 2012

Providing information as a service to your audience is at the heart of inbound marketing , it is no wonder this is such as important shift for marketers to make! Caution: Do not force a sales relationship your audience does not want. Opportunity: Inform and deliver value in your B2B social media program.

Social Media 100

Social Media BtoB Media B2B 100

Digital B2B Marketing

JANUARY 29, 2013

Your Brand Equity Lives On Awareness of your company, understanding of your solution and intent to purchase your goods or services don’t just drop to zero, even if you stop ALL marketing. The truth is, most companies can temporarily reduce their marketing budget. Here’s why.

Budget Programs 100

Budget Programs Marketing Budget Marketing Automation Services Paid Search Agency 100

Digital B2B Marketing

MAY 20, 2014

If you sell cloud services, your progressive questions could capture additional information about preferences (public vs private clouds), current state of cloud adoption or perspective on security in cloud computing.

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

MARCH 19, 2013

Note: Neither of these offerings are available through LinkedIn’s self-service platform but for larger B2B marketers that are already accustomed to running larger programs with LinkedIn, these new offerings are worth learning more about. What has your experience been with LinkedIn’s advertising programs?

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

MARCH 12, 2013

If you don’t trust your content to sell your services or speak for your brand on its own, recognize that and take the time to identify the role you need your content to play. Your content is like the teen that still needs a chaperone, you aren’t willing to send it out on its own yet. And that is ok!

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

JULY 3, 2012

It Starts with Attention If you consistently discover and share information and in doing so, become a better way for people to get the information they want or need, you are providing a valuable service. In exchange, you consistently receive a moment of their time and attention.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

JANUARY 15, 2013

Mobile is a vast improvement in location based services, but it is still evolutionary. Yes, just like they adopted broadband and laptops in the last decade. But mobile is local! Try Googling supermarket from your desktop and you will see results near you.

Cable 100

Cable Mobile Marketing Internet Marketing Display 100

Digital B2B Marketing

APRIL 2, 2013

New marketing technology or service investment will need to be made, likely increasing the infrastructure cost of marketing. All existing marketing performance will need to be updated, triggering an extended period of testing in order to determine the most effective tactics based on the new measurement.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 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. If you do not thrive in data, marketing will be increasingly frustrating.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 100

Digital B2B Marketing

MAY 9, 2011

Here is my view on how a service attitude towards prospective customers underlies three of the key messages from SiriusDecisions. Between companies sharing their own cases on sales and marketing alignment and the planning frameworks, examples and data from SiriusDecisions analysts, it was a three day information firehouse.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

NOVEMBER 27, 2012

Note email service providers could add a similar solution but many are not offering this today. Newsletter or email marketers. Since Bizo’s solution is tracking clicks, this solution can be used to target individuals that click on emails and go to offsite content.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

AUGUST 7, 2012

Example 2: Pingdom Pingdom offers a number of free tools, including a simple free monitoring service and a useful tool that breaks down load times for your site by each component. I use the free version, including the Android app and Chrome plugin, and I definitely recommend it. Sign up here.

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

Digital B2B Marketing

JULY 16, 2012

Social media can benefit many businesses, but so can your sales team, advertising, product, customer service or supply chain management. Social media will not be the key determinate of success or failure for most businesses over the next three years. I recently spoke with an executive that sells to trucking companies.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

NOVEMBER 10, 2011

I want other people to buy and use my products and services because of you. I do not want you to buy my product. I do not even want you to use my product. Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

I want other people to buy and use my products and services because of you. I do not want you to buy my product. I do not even want you to use my product. Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

APRIL 17, 2013

At one end might be the experience someone has using your product or service as you intended. The latest killers are the social media and content marketing stars. Not so fast. Marketing is a spectrum. At the other might be a tiny mobile banner or a transit bench on a side street. Advertising isn’t dead.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

FEBRUARY 9, 2012

This is a position that creates differentiation for a company, before getting to any individual product or service. .” Many other definitions would add a unique and forward-looking element as well. It is not a position every company is able to claim, but for those that are, it continues to have significant potential.

Thought Leadership 100

Thought Leadership Wikipedia Paid Search Agency Blogger 100

Digital B2B Marketing

AUGUST 9, 2012

Look at non-brand search : Ensure your search campaign is split between brand terms (including products, campaigns, services and other terms that could be capturing a response or a navigation) and non-brand terms. Correcting for the Bias Marketers can take two steps to improve this bias in search reporting.

Marketing Report 100

Marketing Report Search Marketing Peer-to-peer Marketing Budget 100

Digital B2B Marketing

APRIL 9, 2012

Recommended Tools and Products There were a number of hardware, software and service recommendations during the course of the discussion. Just make sure anything you want some to see is in the first 2 minutes! b2bchat — James Lauffer (@jameslauffer) April 6, 2012 4. Recent prices have been included where available.

B2B Marketing 100

B2B Marketing Video Marketing B2B Paid Search Agency 100

Digital B2B Marketing

JANUARY 24, 2013

If your corporate blog is just promoting your company and your service, you probably need a new website before thinking about a blog again. Too often, it is clear they made one (or more) of these mistakes. It Smells Like Marketing Let’s face it, no one wants to be marketed too. This blog doesn’t develop an audience.

B2B Marketing 100

B2B Marketing Paid Search Agency B2B Press 100

Digital B2B Marketing

NOVEMBER 8, 2011

In contrast, product and service pages are often more difficult to modify, and continuing to add new pages creates a confusing user experience and navigation structure. 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

In contrast, product and service pages are often more difficult to modify, and continuing to add new pages creates a confusing user experience and navigation structure. 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 11, 2011

Impact is media channel agnostic (for that matter, it can come from PR, customer service or social), it can be perfectly substituted across channels. Pricing across media channels will be in equilibrium when the last dollar spent has the same impact in every channel. If a marketer can get 1 unit of impact for a dollar on TV, but only 0.9

Allocation 100

Allocation Emarketing Mobile Advertising PR 100

Digital B2B Marketing

MAY 24, 2012

Your client really saw those results because of your services? Here are ten lessons from Mom that B2B marketers (and really all marketers) would be wise to remember. Don’t Stretch The Truth Your product really does that? Unfortunately, probably not. Respect Others Respect people’s time and opinions.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Digital B2B Marketing

NOVEMBER 19, 2013

For most B2B marketers, this group would include students, retirees, contacts from industries or regions you can’t service, etc. You may need to broaden your definition slightly for sake of consistent comparison (e.g. Completely worthless contacts. Everyone else. This should now be lower value but potentially useful contacts.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

APRIL 29, 2014

Here are just a few examples: Since launching in 2010, Content Marketing Institute has a built a professional services business by establishing its own content brand. Marketers before you have proven that you don’t have to be a media company to create a content brand that drives results.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

SEPTEMBER 1, 2011

Remember when you shared content using the postal service? Sharing is acting as a content filter for your connections, and your reason for sharing is a critical component of the filter. If you don’t have a reason to share it, STOP. Who Would You Mail it to? We carefully selected what we sent and who we sent it to.

Social Media 100

Social Media Media Content Rules 100

Digital B2B Marketing

APRIL 22, 2011

Your passion should be visible in your product, service, sales and hiring, not just your marketing. Future employees and customers will likely come from these connections. Reflect your passion across all facets of your business. Who do you want to work with, a competent company just doing their job, or one that is truly passionate about it ?

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100