Digital B2B Marketing

JUNE 21, 2012

It is Worth Sharing Because of all of the elements above, the video is worth sharing and on YouTube has been viewed more than 1.1 A Day Made of Glass: Although this didn’t start as a traditional marketing initiative, it has captured our attention and has been viewed more than 19 million times. million times.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

Digital B2B Marketing

DECEMBER 13, 2011

You can also view the summary on Storify. Add your own view to this discussion in the comments below. 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.

B2B Marketing 100

B2B Marketing B2B Marketing Analytics Tools Twitter 100

Digital B2B Marketing

OCTOBER 4, 2011

Open Landing Page Results Audience targeting was very cost effective, driving lower cost per page view and a highly engaged audience. Your Turn What is your view on audience targeting? Please share your experience or view below or with me on Twitter ( @wittlake ).

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 4, 2011

Audience targeting was very cost effective, driving lower cost per page view and a highly engaged audience. What is your view on audience targeting? Please share your experience or view below or with me on Twitter ( @wittlake ). Open Landing Page Results. Registration Page Results.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

NOVEMBER 8, 2012

Larger marketers will almost certainly view it as part of the full marketing portfolio, with inbound and outbound marketing working together. Share your view in the comments below or with me on Twitter ( @wittlake ).

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 100

Digital B2B Marketing

DECEMBER 4, 2012

A good valuation methodology lets you look beyond the results of a current campaign and get a better view into the long term impact it will have on your business. Share your view in the comments below or with me on Twitter (@wittlake). Image by Lily15 (Hungarian Wikipedia) CC-BY-SA-3.0 via Wikimedia Commons.

Wikipedia 100

Wikipedia Social Media Hubspot Sample 100

Digital B2B Marketing

OCTOBER 24, 2011

.” Heretics have positions that are beyond the leading edge and the wisdom of their position or view is only seen over time. Share your view in the comments below or with me on Twitter (@wittlake). For individuals or companies, being labeled a heretic is about as far from self-serving as you can be.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 100

Digital B2B Marketing

MAY 7, 2012

View original on Pinterest You are ready for social media. Share your view in the comments below or with me on Twitter ( @wittlake ). You have staff, tools and resources. You have a clear strategy, well-defined goals and an execution plan. You have executive support. But how long will it last? Your social media program needs time.

Budget Programs 100

Budget Programs Social Media Curation Case Study 100

Digital B2B Marketing

AUGUST 23, 2012

You expect decision makers to attend your webcast or view your product demo when your persona indicates they rely on the recommendation of their team for more technical aspects of the evaluation. Share your view in the comments below or with me on Twitter ( @wittlake ). Photo Credit: Putting the Puzzle Together by Ken Teegardin.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 23, 2012

increase in page views in the three weeks following the launch of LinkedIn’s publishing platform versus the three weeks before. Share your view in the comments below or with me on LinkedIn ( @wittlake ). With their rich audience data, they will be able to sell even more of their inventory at premium rates.

Linkedin 100

Linkedin Cost Per Thousand CPM Business 100

Digital B2B Marketing

MAY 31, 2012

A quick Google Street View check confirmed the salon was across the street and the phone number was in the window! Share your view in the comments below or with me on Twitter ( @wittlake ). The physical address was bogus, something like 123 Main St, but the company only had one location and it was easily identified.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

NOVEMBER 14, 2011

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

B2B Marketing 100

B2B Marketing B2B Content Twitter 100

Digital B2B Marketing

NOVEMBER 14, 2011

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

B2B Marketing 100

B2B Marketing B2B Content Twitter 100

Digital B2B Marketing

MAY 3, 2011

Although consumer marketers, with recognized brands, use view-through tracking to get around this to a degree, view-through has been very slow to catch on in B2B marketing. Particularly in direct response campaigns, the call to action is always built around an immediate response. What happens to your campaign if no one clicks?

Banner Ads 100

Banner Ads Ads Click Rate Banners 100

Digital B2B Marketing

SEPTEMBER 14, 2011

What is your view on automated sharing? I would love to hear your view in the comments below, or share it with me on Twitter at @wittlake. Alternatively, is your sharing algorithm good enough that you are sharing great content and building a valuable audience, despite not being able to individually endorse each piece of content?

Automation 100

Automation Content Curation Twitter 100

Digital B2B Marketing

DECEMBER 20, 2011

Thought leadership requires your point of view to be broadly distributed and recognized across a peer group , where it can drive discussion and shape opinions. Share your view in the comments below or with me on Twitter ( @wittlake ). The problem is, registration and thought leadership are at odds with each other.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

NOVEMBER 1, 2011

Your Turn What is your view on Business to Person (B2P) marketing? Share your view in the comments below or with me on Twitter ( @wittlake ). Do not forget who those people are, the magnitude of the decisions they are making, the expertise they have, and the buying process they are working within.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

OCTOBER 18, 2011

A New Access Layer When we visit web pages or view content, we will see both the underlying content and the social interaction that has happened. Share your view in the comments below or with me on Twitter ( @wittlake ). Your Turn Will social media be integrated into the way we consume everything online?

Social Media 100

Social Media Media Linkedin Landing Pages 100

Digital B2B Marketing

FEBRUARY 14, 2012

Highlights from the Twitter chat are below, or you can view the summary here on Storify. As the focus on inbound marketing increases, having corporate sites play a bigger role in demand generation is a key challenge. Are you a B2B marketer or interested in B2B marketing?

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 100

Digital B2B Marketing

JULY 26, 2011

My Christian outlook has a strong influence on my view of marketing, something a number of people have assumed need to be at odds. Both views are probably right. I am a Christian, a family man, a marketer and a gardener. But don’t expect to hear a lot about my family. They are an important and a private part of my life.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

FEBRUARY 7, 2013

Share your view in the comments below or just say hello to me on Twitter (@wittlake)! Learn how here: Use Filters to Manage Twitter. Do you feel Twitter is a good place for conversation, or has it been taken over by links and promotions?

Twitter 100

Twitter Conversion Promotion Practices 100

Digital B2B Marketing

JULY 14, 2011

I do believe real thought leadership marketing is possible, but very few companies are embracing this view of it. Share your view or your experience with thought leadership marketing in the comments below or with me on Twitter. Innovative ideas and perspectives, broadly discussed and distributed, are key to thought leadership.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

MAY 28, 2014

How do you view unsubscribes? A clean email list of people happy to hear from you is far more valuable than a larger list that tuned you out long ago. So embrace unsubscribes and focus your efforts on continuing to meet (and exceed) the expectations of the people who haven’t tuned out your emails. Email mailchimp unsubscribe'

Click Rate 100

Click Rate Opt-out Deliverability CAN-SPAM 100

Digital B2B Marketing

OCTOBER 1, 2013

Share your view in the comments below or with me on Twitter ( @wittlake ). So stop measuring yourself against a collection of irrelevant benchmarks. Your own results are the only benchmark that really matters for your organization. How do you feel about published benchmarks? Image Credit: Email by Keith Ramsey on Flickr.

Advertising Benchmark 100

Advertising Benchmark Click Rate Sample Statistics 100

Digital B2B Marketing

MAY 13, 2014

Share your view in the comments below or with me on Twitter ( @wittlake ). For more information on how I use filters in Twitter, see Putting the Conversation Back Into Twitter and Beyond Lists: Use Filters to Manage Twitter. What am I missing, what do you plan to use Twitter’s mute button for? I promise, I won’t mute you.

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 100

Digital B2B Marketing

FEBRUARY 25, 2014

Share your view in the comments below or with me on Twitter ( @wittlake ). Would you really want your dinner interrupted by a marketer, even one giving you, in their words, a great opportunity? Do you wish more marketers used to the golden rule to evaluate marketing opportunities? Image of a wall plaque available on Amazon.com.

Rules 100

Rules Paid Search Agency Banners Barriers 100

Digital B2B Marketing

OCTOBER 30, 2012

Have a strong point of view and let it shine through. Keep Attention If being brief was enough, marketers would ditch traditional content and turn exclusively to social media. It takes more than brief to keep our attention. The more entertaining and engaging your content is, the longer it will keep someone’s attention.

Content Marketing 100

Content Marketing Tips Content Act-On 100

Digital B2B Marketing

MAY 20, 2014

According to DemandGen Reports’ 2014 B2B Buyer Behavior Survey, only 38% of buyers said they viewed more than 4 pieces of content from the vendor they ultimately selected, and that includes videos, articles and other content that doesn’t require registration. Source , Page 6).

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

MAY 28, 2013

You will have two profiles for every visitor and you will not have a complete view of what a visitor has done. Do people visit both your microsite and your core site? Hopefully they do, otherwise why do you have a microsite?). Dynamic Content Triggers Will Misfire.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

JANUARY 7, 2014

Share your view in the comments below or with me on Twitter ( @wittlake ). What would you like to see changed in the inbound marketing research that is available today? Or have you seen inbound marketing failures that you are willing to share? Photo Credit: stevendepolo via Flickr cc. Content Research inbound marketing'

Inbound Marketing 100

Inbound Marketing Paid Search Agency Cost per Lead Correlation 100

Digital B2B Marketing

JANUARY 24, 2012

Share your view in the comments below or with me on Twitter ( @wittlake ). Your Turn In the next two years, I believe these two approaches will emerge as ways to reach out to influencers.

Peer-to-peer 100

Peer-to-peer Cable Outreach PR 100

Digital B2B Marketing

APRIL 11, 2013

Share your view in the comments below or with me on Twitter (@wittlake). Addressing the challenges content marketing faces today will require addressing the underlying issue that content, all rhetoric from bloggers and trade publications aside (notably people in the content business), isn’t really the priority they claim it is.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

APRIL 30, 2012

View on Pinterest Not only are the trends towards digital, social, mobile and content changing the B2B marketing landscape, the roles of agencies, publishers and marketers in that landscape are blurring as well. This is one more introduction in a long line of changes that are blurring traditional roles in the marketing landscape.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

JANUARY 3, 2012

Share your view in the comments below or with me on Twitter ( @wittlake ). If you are a B2B marketer entering 2012 with increased budgets for social media, content marketing, mobile marketing and marketing automation, consider how your investments will benefit your audience. Your Turn How else do marketers ruin good marketing ideas?

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

JUNE 6, 2013

Here is what I would expect to see happen, I’d love to hear your view in the comments! If, at the advice of your financial advisor, you start spending less and saving more, your financial advisor becomes more influential in your life while others that were influencing your spending become less influential. How Influence May Shift.

PR 100

PR Network Marketing Social Media Act-On 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Share your view in the comments below or with me on Twitter (@wittlake). If you are looking to develop better B2B personas or put your personas into action, pick up Ardath’s book and subscribe to her blog. Your Turn How do you see personas adding value beyond other forms of audience research, or do you feel personas are simply fluff?

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

JULY 23, 2013

As you learn more, what you once considered a good ROI will quickly become just average, in your view. Meeting the goal, when there is an opportunity to exceed it, isn’t enough. This will move your marketing to new partners and new tactics over time. But is that always the best decision? Consider this second scenario.

ROI 100

ROI Advertising Agencies Telemarketing Planning 100