2011

Digital B2B Marketing

Social Media is Lowering Our Content Standards

Digital B2B Marketing

Sharing has ceased to be an endorsement of the quality of content. Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling.

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#NewNewTwitter: A New Opportunity for Marketers

Digital B2B Marketing

Twitter announced a new interface, rolling out over the next few weeks, this morning. You can preview the interface and the new features at fly.twitter.com. Compared to this change, the previous change to New Twitter (the current interface) was minor.

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Trending Sources

Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day.

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Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day.

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25 Content Marketing Questions Answered

Featuring LinkedIn's Jason Miller & Curata's Pawan Deshpande

B2B Marketing is Just B2P. Right?

Digital B2B Marketing

B2B salespeople are looking to talk to people that influence or make decisions for business purchases. Businesses do not make decisions. People make decisions on behalf of businesses. And outside of some trusts run by lawyers following the direction of legal documents, this has always been the case.

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Klout’s Best Move: Making You Not Care About Your Score

Digital B2B Marketing

Were you upset by Klout’s recent algorithm change? Do you pay less attention to Klout than you did before the algorithm changes? If so, you may be doing exactly what Klout wants you to do. If you care about grades in school, you study for your exam. The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result.

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Klout’s Best Move: Making You Not Care About Your Score

Digital B2B Marketing

Were you upset by Klout’s recent algorithm change? Do you pay less attention to Klout than you did before the algorithm changes? If so, you may be doing exactly what Klout wants you to do. If you care about grades in school, you study for your exam. The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result.

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Just Say No to Marketing Advice

Digital B2B Marketing

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience.

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The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

Just Say No to Marketing Advice

Digital B2B Marketing

All Marketing Advice Should Include a Disclaimer Your strategy is your direction; it should never be prescriptive. The strategy you develop should be unique to your business, an outgrowth of the challenge or opportunity you are facing and the environment surrounding your target audience.

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Integrated Marketing Measurement: It’s Like Lasagna

Digital B2B Marketing

All marketing is integrated, even if it is unintentional, poorly done or working against itself. Marketing activity does not happen in a vacuum void of other influences. What is the ROI of your social media activity? What is the ROI of search? What is the ROI of TV?

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12 B2B Marketing Predictions for 2012

Digital B2B Marketing

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Name recognition will rule.

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Can’t Buy Me (Social Media) Love!

Digital B2B Marketing

In social media, marketers buy attention with promotions or discounts. And research shows consumers expect this from marketers. 44% connect with brands on Twitter for discounts ( source ). The problem is, buying attention is an old school mindset, plopped into a new communication paradigm.

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Three Principles for the Future of Marketing

Digital B2B Marketing

In the future, marketing must be valuable. But that isn’t enough. Earlier this week, Michael Brenner outlined the future of marketing , drawing from last fall’s future of advertising article in Fast Company. It is a great perspective. The question is, how do you accomplish it?

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The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

What Comes After Lead Generation?

Digital B2B Marketing

Two weeks ago, I wrote Five Reasons Lead Generation is on its Last Legs , exploring the reasons why today’s common lead generation tactics are beginning to fail. However, the requirement that marketing deliver leads will not change.

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Five Keys to Creating Content that Drives Awareness

Digital B2B Marketing

Current marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42 , 78% of B2B marketers say awareness is an objective of content marketing. Question: Where is awareness most valuable in the buying cycle?

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B2B Marketing is Just B2P. Right?

Digital B2B Marketing

Businesses do not make decisions, people make decisions on behalf of businesses. So why is B2P a new idea, and what should B2B marketers think of it? Rants Strategy B2B marketing B2P Marketing complex sales

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Social Media is Lowering Our Content Standards

Digital B2B Marketing

Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. Here are three steps I am taking to bring my content standards back up. I hope you will join me. Content Content Curation content marketing jessica northey

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Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

TV Really Is Easier to Measure than Social Media

Digital B2B Marketing

KMart’s CMO made waves recently by saying TV, and other traditional channels, are easier to measure than social media. Social media proponents responded, defending social media’s measurability and highlight the data social media provides.

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All Media Will Be Social Media

Digital B2B Marketing

This is a forward looking opinion post on the potential future of digital marketing. The future of digital media is social. With the far-reaching tentacles of Google and Facebook, no digital marketer will be able to approach marketing without engaging in some form of social media. Today, companies can choose to ignore social media. Although they cannot stop the conversation, they can ignore the conversation that is happening elsewhere. In the future, social media will be harder to ignore.

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All Media Will Be Social Media

Digital B2B Marketing

This is a forward looking opinion post on the potential future of digital marketing. The future of digital media is social. With the far-reaching tentacles of Google and Facebook, no digital marketer will be able to approach marketing without engaging in some form of social media. Today, companies can choose to ignore social media. Although [.]. Social Media conversation delicious Facebook Google integration LinkedIn social media summify

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4 Reasons You Need a Blog

Digital B2B Marketing

Last week, Google announced an algorithm update. The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it.

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Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

4 Reasons You Need a Blog

Digital B2B Marketing

Last week, Google announced an algorithm update. The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it.

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Three B2B Marketing Mistakes from Kim Kardashian’s Wedding

Digital B2B Marketing

The Kim Kardashian and Kris Humphries wedding made a big splash, but the lasting impact hasn’t been what the couple was likely looking for. Sadly, B2B marketing sometimes includes some of the same mistakes. Here are three traps from Kim and Kris’s wedding that catch B2B marketers as well. Each of these problems is familiar, and examples are included with each mistake. Empty promises Kim and Kris’s vows were empty.

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Three B2B Marketing Mistakes from Kim Kardashian’s Wedding

Digital B2B Marketing

The Kim Kardashian and Kris Humphries wedding made a big splash, but the lasting impact hasn’t been what the couple was likely looking for. Sadly, B2B marketing sometimes includes some of the same mistakes. Here are three traps from Kim and Kris’s wedding that catch B2B marketers as well. Each of these problems is familiar, and examples are included with each mistake. Empty promises Kim and Kris’s vows were empty.

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Three Reasons to Give Me a Solution, Not a Sales Pitch

Digital B2B Marketing

We don’t want to be sold. When we expect a sales pitch, we put our defenses up, or just turn away. We always need solutions to challenges. Lower cost, reduce risk, increase visibility. Your solution does that, right? The problem is, everyone else’s does too.

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

7 Point Checklist for Retargeting Campaigns That AREN’T Creepy

Digital B2B Marketing

Online Marketers are Creepy , but they don’t have to be! Last week, I shared the results of an informal survey about banner ads promoting a site or product you recently viewed.

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Are Smartphones Making Us Stupid?

Digital B2B Marketing

Smartphones always have a corner of our attention. When they beep, buzz or blink, we take notice. Walking down the sidewalk, on public transit, or while watching television, our smartphones are our sidekicks. Even during meetings, or maybe especially during meetings.

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Online Marketers are Creepy

Digital B2B Marketing

A creepy alligator has been stalking me. Yes, an alligator. Ads for HostGator , perpetually offering 20% off, have been on nearly every site I visit. Unfortunately for HostGator, I already chose a hosting provider, and now, I’m tired of HostGator’s advertising and their alligator mascot.

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Online Marketers are Creepy

Digital B2B Marketing

A creepy alligator has been stalking me. Yes, an alligator. Ads for HostGator , perpetually offering 20% off, have been on nearly every site I visit. Unfortunately for HostGator, I already chose a hosting provider, and now, I’m tired of HostGator’s advertising and their alligator mascot.

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Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

Your Lead Scoring Blind Spot: The Internet

Digital B2B Marketing

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. Your blind spot is there.

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Buyers to Marketers: Don’t Call Me, I’ll Call You

Digital B2B Marketing

“Why do you want my email and phone number again? So your sales consultant can contact me? No thanks, I’ll pass.” ” Most B2B marketers are still fixated on capturing registration data, and no wonder.

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Three Ways to Break Down Barriers to Strategic Planning in B2B Marketing

Digital B2B Marketing

B2B marketers often face internal obstacles to strategic planning.

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A New Way to Understand Your Social Media Audience

Digital B2B Marketing

Audience research is invaluable and well developed personas provide a broad array of insights into the lives and minds of your target audience, insights that form the basis for your social media plans. Then, you put your social media plan in place, including sharing great content from others and creating your own. And you hit a fundamental disconnect. Your planning is based on your target audience, but you are measuring activity from everyone. Here are two questions that are difficult to answer.

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Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.