Digital B2B Marketing

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How We Systematically Overvalue Content Consumption

Digital B2B Marketing

How are you responding to lead scoring that misses opportunities? I’d love to hear your perspective in the comments below or on Twitter (@wittlake)! Let’s get right to the point. B2B marketers today are not optimizing programs to reach and engage their best prospects. Sure, we talk about a buyer journey or about carefully mapping content. Serial content consumers. Your Turn.

6 Ways B2B Marketers Are Falling Short Today

Digital B2B Marketing

What are the shortcomings and areas of opportunity you see today for B2B marketers? I’d love to hear your thoughts in the comments below or on Twitter ( @wittlake )! As I came back from the B2B Marketing Innovation Summit, put on by Demandbase, I couldn’t shake the feeling that we aren’t doing enough. That I’m not doing enough. Blah blah blah. We need to test.

Social Sleuthing: Who is Sharing Your Content: Twitter & LinkedIn Edition

Digital B2B Marketing

Here are ways you can find out who is sharing your content, and in some cases how much traffic each share is driving, on Twitter and LinkedIn. Who is Sharing Your Content on Twitter Because almost all tweets are public, Twitter is the easiest platform to discover who is sharing your content. The biggest limitation with Twitter is tweets are searchable for less than a week.

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

As a B2B marketer, it is easy to find people to follow on Twitter, right? They will add the variety and perspective your Twitter stream just may be missing. Nearly all of them will engage in a discussion on Twitter and not just broadcast the same links you already see from everyone else. New media entrepreneur, Duke fan, Mediocre Twitter-er. Ryan Skinner @rskin11.

B2B Marketing Trends for 2016

and Twitter followers. B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. know which half." Look for.

Why The Analysts Are Wrong About Twitter’s Ad Platform

Digital B2B Marketing

60% said Facebook delivers the best ROI, 25% picked LinkedIn and just 5% chose Twitter. Sell Twitter. They expect Twitter’s stock price to fall to $32 (it closed at $62.53 on 1/21). And Twitter will be just fine. Why Media Buyers Don’t Like Twitter. Twitter Has High Minimum Spends. Facebook Delivers Better ROI Than Twitter. My conclusion?

A New Way To Connect Twitter To Lead Generation

Digital B2B Marketing

B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. In the last couple weeks, two companies have emailed or called me because I follow influential sales and marketing accounts on Twitter. Share your view in the comments below or with me on Twitter ( @wittlake ). Social advertisers.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

You can find Toby on Twitter ( @tobyhudsonse ) or on LinkedIn. Sometimes the best advice and perspective doesn’t come from the public figures we hear at conferences or see quoted in publications. It comes from the people who are hands on, doing the work in a wide range of situations. Toby is one of those guys. You probably don’t know Toby, but maybe you should. Content.

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Is Twitter Using Research to Mislead Marketers?

Digital B2B Marketing

” That is an impressive statistic, quoted directly from a Twitter infographic and attributed to a study by Deloitte. Twitter’s claim highlights why questioning is so important. Twitter, of course, does have a bias here. If marketers believe Twitter is key to their success, marketers will focus more of their attention on Twitter. Seriously, everything.

B2B Marketing Trends for 2016

and Twitter followers. B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. know which half." Look for.

Why Most B2B Marketing Efforts Are Wasted

Digital B2B Marketing

Let me know in the comments below or on Twitter ( @wittlake ). Enterprise B2B marketers spend the majority of their effort marketing to individuals that don’t have any chance to become customers. Your marketing database is full of contacts that will never become clients. All types of people visit your website. The problem is, you don’t want everyone to register. Your Turn.

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How To View Any Profile On LinkedIn

Digital B2B Marketing

If so, please share them in the comments below or with me on Twitter (@wittlake)! I’m sure it has happened to you too. You look someone up on LinkedIn only to find they are a third degree connection (or not even!) and you get a profile page with basically no information. Searching in LinkedIn, this is all I was able to see of his profile: 1. Here is what it should look like.

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LinkedIn Sponsored Updates: The Best B2B Social Advertising Option Yet?

Digital B2B Marketing

Unlike Twitter, which bills for every interaction (follow, reply, retweet, etc) of a Sponsored Tweet, LinkedIn is focusing on a pure CPC on the shared link. Share your view in the comments below or with me on Twitter ( @wittlake ). Have you felt like social advertising just wasn’t right for your B2B marketing? Up until now, advertising on LinkedIn was just advertising.

LinkedIn Just Went Into the Publishing Business

Digital B2B Marketing

LinkedIn content is now being broadly shared on Twitter and other networks. I’ve seen the change in just what I see on Twitter, you likely have too. A number of publishers and blogs covered the launch of LinkedIn’s new follow feature for 150 thought leaders or influencers over the last few weeks. Nowhere. can match that contributor list. daily reason to visit.

B2B Marketing’s Measurement Problem

Digital B2B Marketing

Let me know in the comments below or on Twitter ( @wittlake ) if you see most B2B organizations moving away from Salesforce (or similar) lead source as the primary measurement of their lead generation campaigns. No one makes a million dollar decision based on one white paper, one email or one Google search. The buying process may take 12 to 18 months. Sweeping up late stage contacts.

B2B Marketing Trends for 2016

and Twitter followers. B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. know which half." Look for.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

Share your answer in the comments or with me on Twitter ( @wittlake ). You have a lead generation program. An influencer program. An advertising program. marketing automation program. You measure every detail about every program. And your programs are doing great. There is just one little problem: you are reporting on a series of programs. Here are the five metrics you should be tracking.

Two Killer Google+ Mistakes

Digital B2B Marketing

The Missing Google+ Identity I have a single account on Facebook, LinkedIn, Twitter, Pinterest…, on every “social network” I am a part of. Share your view in the comments or with me on Twitter ( @wittlake ) or Google+ ! Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. ” However, despite reaching 105.1

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Putting the Conversation Back into Twitter

Digital B2B Marketing

Some days it seems Twitter has moved from a social platform to a headline and link platform. I don’t know about you, but I miss the old days of Twitter where people shared insightful thoughts or strangers met through a conversation. Learn how here: Use Filters to Manage Twitter. Share your view in the comments below or just say hello to me on Twitter (@wittlake)!

Five Biggest Infographic Mistakes Marketers Make

Digital B2B Marketing

Share your views, or even links to the worst offenders, in the comments below or with me on Twitter (@wittlake). It seems there is another marketing infographic hiding around every corner of the web, and it will probably fall well short of its potential. Here are 5 of the biggest infographic mistakes marketers make with an example of each. 1. Beyond being hard to read, it can even mislead.

Old Content is the King of Content Marketing

Digital B2B Marketing

Share your opinion on the value of old content in the comments below or with me on Twitter ( @wittlake ). You don’t need more content. You need old content. know, that’s not what you usually hear, so stick with me. Old content is the real king of content marketing. It’s why established publishers still have a huge advantage. How big of a difference does old content make?

Google+ for SEO? Don’t Focus on Your Brand Page!

Digital B2B Marketing

Share your approach or opinion in the comments below or with me on Twitter ( @wittlake ) or Google+. Google, Plus Your World was rolled out just over a week ago, and the online world has adopted the rallying call to get onto Google+ for the SEO benefits. Multiple articles point to brand pages as the solution. The problem is, Google+ Brand Pages are not the ticket to SEO success.

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6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

Social media advertising isn’t targetable or scalable enough in many B2B markets to make the list above, but with recent updates from Facebook and rumored changes pending from Twitter, that may change. 3. Share your views in the comments below or with me on Twitter ( @wittlake ). You need to generate leads, right? The B2B Lead Generation List. 1. Inbound or Content Marketing.

Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

Share your answer in the comments below or with me on Twitter ( @wittlake ). Inbound marketing may be the hot topic for B2B marketers today, but today’s big B2B inbound marketers are all active outbound marketers as well. So how do you pair your outbound marketing activity with your inbound marketing? How Outbound Marketing Contributes to Inbound Marketing. 1. Delight The Audience.

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9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

Integrated “Sure, we can add a twitter icon to our email. Or are you referring to a twitter strategy that includes your autoresponder rules, mass following tool and autoshared content sources? 4. Add to the list in the comments below or share your reaction with me on Twitter ( @wittlake ). Unfortunately much of it reflects zero thought and leads no where. Awesome ROI!

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Understanding Intent Behind Content Consumption

Digital B2B Marketing

It isn’t because it was widely shared on Twitter or LinkedIn. Share your perspective with me on Twitter ( @wittlake ) or in the comments below! You know millions of people saw your content. But do you know the answer to the more important question: why did they take the time to read it or watch it? Your SEO program didn’t make then read it. Search provides a good model.

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A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

Tools like Little Bird can help you identify thought leaders and influencers on Twitter that you may not already be aware of. 7. Depending on your industry, this may include Facebook, Twitter or industry-specific networks. would love to hear your story, either in the comments below, on Twitter ( @wittlake ) or by email (in the sidebar on my blog ). It gets you started.

The Most Dangerous Opinion in Marketing: Yours

Digital B2B Marketing

Share your opinion in the comments below or with me on Twitter ( @wittlake ). How does your opinion influence your marketing activity? Has your opinion ever biased your creative selection? Has your personal experience with social media increased your perception of its marketing value? Do your watching and reading habits influence the publishers you advertise with?

The Thin Line Between Social Media Marketing and Spam

Digital B2B Marketing

Twitter Mention Spam You have probably seen the spam on Twitter promoting iPhones, gift cards and similar. However, when someone replies to you on Twitter, says “must read, check it out” and the topic is clearly the kind of thing you read and share, you expect it to be a genuine recommendation. Social Media Spam twitterYou can share. You can publish.

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4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

Share your advice, or questions you have, in the comments below or with me on Twitter ( @wittlake ). Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. However, sales cycles are long. And you can’t afford to wait that long to optimize your investment and show results. Everyone else.

Why Good Content Delivers Bad Leads

Digital B2B Marketing

If not, why not? I’d love to hear your view in the comments below, on Twitter ( @wittlake ) or on Google+. Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content. You promote your content through search, social, emails, newsletters, even banners. There’s just one little problem: the leads are crap. As it should.

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The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted and then organically spread. While the program is new, it has the potential to replace Twitter as the first choice to seed content through paid promotions. 3. Share your feedback in the comments below or with me on Twitter ( @wittlake ). And they’re right. Reddit.

The Real Challenge for B2B Content Marketers

Digital B2B Marketing

Share your view in the comments below or with me on Twitter (@wittlake). B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). source ). How did we get here?

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

Digital B2B Marketing

Share your view in the comments below or with me on Twitter ( @wittlake ). We know companies track us across the web, but most companies don’t make the tracking obvious. LinkedIn, in quite a departure, is showing right on the homepage the company websites you have visited. The video below is a short screen capture showing how Eloqua and Demandbase were added to the recently viewed block on my homepage after visiting their websites, not just LinkedIn company pages. Will LinkedIn have a privacy backlash similar to what Facebook has faced at times in the past? Your Turn.

Why Your Content Sucks!

Digital B2B Marketing

Share your own situation or observations of the market in the comments below or with me on Twitter (@wittlake). If it doesn’t benefit us, entertain us, educate us, solve our problems or advance our causes, we don’t want it. If we find something better, we switch. Today, our mantra is “What’s in it for me?” ” All too often, the answer is “Not much.”

5 Key Elements of Modern Inbound Marketing

Digital B2B Marketing

As always, I welcome your feedback in the comments below or share your perspective with me on Twitter ( @wittlake ). Last week, I made the case for a new definition of inbound marketing , or as Michael Brenner ( @brennermichael ) called it in the comments, a “call to arms” for inbound marketers. As inbound marketing evolves, the components also need to change.

B2B Lead Generation: Publisher Programs

Digital B2B Marketing

Share your thoughts in the comments below or with me on Twitter ( @wittlake ). Need leads? It will cost you. Between $35 and $65 per registration according to statistics recently published by Madison Logic. And that is if you are just targeting a broad function, like “marketing” or “technology.” ” Do you want a specific industry? Level of seniority? Geography?

Too Much Crappy Social Media Content!

Digital B2B Marketing

Let me know in the comments below or on Twitter ( @wittlake ). We all know people that overshare. They are the people that discuss their sex lives, their drinking problems or their last conversation with their probation officer for all to hear. These are all conversations I have overheard recently on public transit). You focused on a quantity rule. Get out of your rut.

10 Things You Need to Know About B2B Mobile Marketing

Digital B2B Marketing

Last week nearly 50 marketers joined #B2Bchat on Twitter to discuss the state of mobile marketing. Social is Mobile Consumers now spend more time with Facebook and Twitter from a mobile device than from laptops and desktops. On Twitter, MySocialCloud said it well: @ b2b_chat A7 Content is designed for ppl. Reasons Your Marketing Needs to be Mobile 1.

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29 Signs You Need a Break From Marketing

Digital B2B Marketing

Let me know in the comments below or share your reaction with me on Twitter ( @wittlake ). Over time, your role in marketing begins to permeate every part of your life. You adopt behavior, language or perspective that is completely natural to you, but doesn’t make sense to anyone around you. Just maybe, that means it is time to take a break. You see a content opportunity in everything.

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