Five Ways to “Get Real” With B-to-B Social Media


Today, 89% of B-to-B marketers in the U.S. are using social media, says a study conducted by iTracks and the Business Marketing Association (BMA). In fact, B-to-B use of social media may have even eclipsed that of consumer marketers, according to another report from White Horse Productions. But the B-to-B marketers I talk to still sound confused. What you want to do is get out of the hype, get real, and get results.

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6 thorny data problems that Vex B2B marketers, and how to solve them


Business-to-business marketers are plagued by data problems. To shed some light on B2B data problems, Bernice Grossman and I compiled a working list of problems and solutions. Give them objective rules to follow. Then, develop a very simple process by which reps pass their data to this group. Dedicate particular group members to certain reps, so the input person builds experience about rep’s behavior and communication style. First you must develop a use case.


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Let your B2B content run free–the case against gating


Yesterday, in this very space, my friend Ruth Stevens made the case against “gating content” –placing your best stuff behind a registration or contact form so that you mine your Web visitors for those precious e-mail addresses and hand them off to your CRM system so they can be worked as “leads.” No, this is just an issue that I have a history with, going all the way back to my IBM days and with several clients since.

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Where to Get an Education in B2B Content Marketing


But this is the one to acquire for your marketing library, for two reasons. First, it’s your one-stop shop on the entire subject, from strategy and planning, to thorny execution matters like measuring the ROI. In fact, he commissioned me to write a piece of content for Penton, on B2B retention marketing techniques. Joe discusses the usual B2B content marketing suspects (blogs, white papers, case studies, e-newsletters, articles and videos) in a meaty chapter on Content Types.

How to Create a B2B Content Audit


In the B2B marketing world, content is used primarily to 1. Develop the relationship over time until the prospect is ready to see a salesperson, a process known as lead nurturing. For these two purposes, business marketers need to have on hand an array of very particular types of content assets. A good way to determine what’s available, and what additional content you need to create, is to perform a content audit. Case studies. White papers.

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How to Calculate Social Marketing ROI

Paul Gillin

This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. I’m particularly interested in your feedback on this chapter because it presents some new ideas I’ve been playing with about how to calculate the ROI of almost anything. ROI analysis enforces rigor that leads to better decisions. White paper.

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MarketingSherpa Seeks Case Study speakers for 2009 B2B Demand Generation Summits

B2B Lead Generation

If you have a great B2B story to tell, think about sharing it with other B2B marketers at MarketingSherpa’s 6th Annual B2B Demand Generation Summit 2009. These summits feature case studies based on real-life marketers’ actual lessons learned about what is working at this moment in advanced business marketing. Experienced B2B marketers who want to present will need to submit speech proposals by May 21, 2009. Click here to learn more.

How Marketing Helped Social Tables Increase Leads and Revenue 400+%

Ignite Tech

Social Tables has helped venues and event planners work more collaboratively and efficiently together to plan over 1,000,000 events to date. With our free mobile applications and 14-day free trial on our Website, we had figured out a way to consistently generate about 1400 leads per month. In this blog, we will be sharing details about how we increased leads from 1400 to over 6000 per month, and then how we started managing those leads for maximum efficiency and impact.

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5 Lead Nurturing Time Factors to Fine Tune Your Messages

B2B Lead Generation

Without lead nurturing in place to capture and cultivate early-stage leads, your marketing funnel misses out on valuable opportunities. I've gotten the okay to highlight 5 Nurture Campaign Time Factors from MarketingSherpa's new B-to-B Lead Generation Handbook that will help you to fine tune the nurturing timing. MarketingSherpa uses real-life examples and charts to hit home these five factors, but here's a quick look at them: 1.

The 5 Top Media for Cold Prospecting


These are the five essential channels you can rely on for generating a steady stream of inquiries that you can then convert to qualified leads, and have a prayer of closing enough sales to meet your revenue quota. Outbound telemarketing The telephone is the Swiss Army knife in the B-to-B marketer’s backpack: a flexible, personal, dependable resource with infinite applications. That compares to $7 billion spent on direct mail and $4.5

Craft a Compelling Offer for Paid Search Marketing


The best way to motivate a click online is to make a compelling offer and provide an urgent call to action. This is not news to Internet marketers. But when it comes to search engine advertising, like Google AdWords, you need to think about your offer and call to action a bit differently. Two important considerations undergird this point: You only have 95 characters, spread over 4 lines of type, to play with. Image via CrunchBase.

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The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content

The ROI Guy

These new channels have made it easier than ever for marketers to reach out to prospects, and marketers are certainly taking advantage of the available efficiency. email pitches per week, up 32 percent from 2006 according to sales and marketing research firm SiriusDecisions. To this end, are your marketing efforts connecting with these frugal buyers who don’t care about product features and benefits, and are instead value focused?

Engaging Multimedia Content: Making a Human Connection

B2B Digital Marketer

Companies need to realize that if they want to stay afloat during these trying times they need to adapt and use content and technology to engage more with their potential customers. 12:42 – How to stand out from everybody even if you’re late to the game.

Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. At the same time, B2B buyers are taking advantage of the wealth of information available via the Internet and social media to become more empowered, taking charge of the buying cycle.

64 B2B Marketing Tools and Resources


There is an amazing amount of great content about B2B marketing out there, ranging from trends in demand generation to best practices in lead nurturing, lead scoring, and landing page optimization to how to buy and select marketing automation systems. As always, if you have an additional tool or resource you'd like to share, please let me know. Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to buy.

Writing Your Own Book to Establish Authority

B2B Digital Marketer

There’s no doubt that having a book published is a great way to establish authority in the domain you are in. There is a lot of writing and preparation involved and the majority of people are not able to publish a book without having to spend a lot of money on book publishers.

Who Do B2B Buyers Trust?

The ROI Guy

A common debate in B2B marketing is how to create and deliver the right content at the right time to help improve the connection and engagement with prospects and their buying decisions. Overall, buyers continue to prefer documents such as research briefs, white papers and blog posts as the most important form of content along each stage in the buyer’s journey.

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Before Deep Diving Into B2B Social Media Marketing.

MLT Creative

As a B2B marketing agency, we encourage our clients to work on their website content before diving in too aggressively in social media. In most cases it makes sense for our clients to be blogging, providing white papers, case studies, video and other content that will be helpful to their customers and prospects. To be successful in social media, it helps to be human. Chris Brogan says, “You need to grow bigger ears.”

ClickInsights: Mistakes to avoid in copy used for lead generation

Ambal's Amusings

One of the purposes of writing copy is to generate leads. We have invited White Paper Experts to shed light on the following question: "What mistakes must a copywriter avoid in copy used for lead generation?" " Read on to get their insights. Recommended Resources from Experts on white papers. Michael Stelzner's Book Writing White Papers: How to Capture Readers and Keep Them Engaged. Jonathan Kantor's Crafting White Paper 2.0.

Webinar Recap: Inside the Buyer’s Brain

Hinge Marketing

In our recent webinar, "Inside the Buyer’s Brain: How to Turn Insights into Action," we dove deep into the issue of misalignments between buyers and sellers of professional services. Many firms present their value proposition and differentiators as a foregone conclusion – without asking their own clients or prospects what is most important to them. Thus, the relevancy to key issues and priorities is not answered for the client. Bonus : Make a video case study.

Content Optimization: How to Write Effective, High-Quality Content Faster

B2B Digital Marketer

It’s not enough to just produce a generic piece of content that’s good enough. You go back in making sure the right keyword is in place and to put in the right number of internal links. You update it and make sure everything written is relevant to the audience.

Paul Slack: B2B Digital Marketing Has Never Been Easier

B2B Digital Marketer

However, compared to that time, access to the internet and digital resources is much easier now and provides companies more opportunities to get into digital marketing. 24:32 – Risks for being unable to build the authority pillar. Click to access unedited transcript.

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Joe Apfelbaum: Building a Long-Term Relationship with Your B2B Customers

B2B Digital Marketer

Developing a relationship with B2B customers is different compared to B2C. According to Joe Apfelbaum, it’s going to take a significant amount of planning. Joe is the author of High Energy Secrets, How To Lose 95 Pounds and Keep it Off. Why do I have to date?

Top 111 B2B Marketing Posts and 34 Hottest Topics for 2010

B2B Marketing Zone Posts

Congrats to all for making the list! Ten reasons to blog – even if nobody reads it - grow - Practical Marketing Solutions , November 7, 2010. How to Calculate Social Marketing ROI - Paul Gillin , June 24, 2010. 35 Ways to Market Your Blog - Junta 42 , September 27, 2010. Seven Ways to Revive a Neglected B2B Blog - B2B Ideas @ Work , August 26, 2010. How to use social media for B2B - Chris Koch , March 19, 2010. Want to Fail at Telesales?

18 of the Best Content Marketing Strategy Guides of 2013

Webbiquity SMM

What are the critical elements to include, and pitfalls to avoid, in developing a strategy? Discover the answers to those questions are more here in 18 of the best guides to crafting a content marketing strategy of the past year. According to the brilliant Rebecca Lieb, “One of content marketing’s biggest challenges is coming up with new material. How to Build Your First Content Marketing Strategy by Search Engine Watch.

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How To Create A Know-It-All Company - - Business Technology Leadership

Buzz Marketing for Technology

White Papers |. How-To. B-to-B. The Leader in Face-to-Face Education for Senior Executives. buy a link » SUBSCRIBE TO CIO. Apply today for a FREE subscription to CIO Magazine! How To Create A Know-It-All Company. Even in the best of times, its a battle to convince employees to participate in knowledge management programs. But in tough times, the tendency is for employees to horde what they know.

B2B Digital Marketing is About Relationships and Trust

B2B Digital Marketer

Are relationships and trust important to B2B Digital Marketing? Growing up in NYC, Joseph Knecht learned the science of navigating through challenges by helping engage diverse groups of people to find solutions at an early age. 20:33 – The shift of power to the buyer side.

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Five Reasons You May Not Be Spending Enough on Content Marketing

The ROI Guy

Interactive Smart Content™ and Dynamic Sales Tools Required to Meet Changing Buyer Needs Marketing of B2B solutions has clearly become more difficult over the past several years, evident in research from IDC indicating that: 62% of B2B vendors now need more leads in order to generate the same amount of sales; 72% indicate an increase in buying cycle time over the past 6 month, while the buying cycle timeframe has increased over 10% in the past 12 months.

Viral Marketing for B2B Lead Generation, Part 3: Caveats and Links


Here are some considerations to keep in mind when design viral marketing programs: Viral Marketing Caveats To maximize your odds of success with viral marketing, create a yearly plan for viral campaigns (the operating principle here is that even baseball's best sluggers don't get a hit every time they step up to the plate, but more at-bats generally means more hits). B2B viral marketing campaigns are most likely to be shared among mid-level decision makers and influencers.

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6000+ Word Transcript & Video: John Barrows On Staying Top Of Mind in Long Deals

Our co-founder and CTO Steve Woods did an interview with sales influencer John Barrows on how to use AI insights to drive progress in long and complex deal cycles. Topics of conversation included on how to stay top of mind and how to develop a relationship with a buyer. The conversation with John also brings forward elements from our series on how to #HoldtheHustle. I want to introduce Steve. I’m really excited here to have Steve on with us.

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Digital Natives in Our Midst | Advice and Opinion

Buzz Marketing for Technology

White Papers |. How-To. B-to-B. RSS Feeds » SUBSCRIBE TO CIO. Apply today for a FREE subscription to CIO Magazine! Marc Prensky coined this term in 2001, in a paper titled, â??Digital s students are no longer the people our educational system was designed to teach.â?? Things need to change, and they need to change fast. As Digital Immigrants learn to adapt to their environment,â?? We want to hear it!

Demand Generation In the Face of Frugalnomics and Internet Fueled Decisions

The ROI Guy

Formally defined, Demand Generation is the use of targeted marketing programs to address four key objectives for B2B marketers: Building awareness of a company’s products and services; Establishing relevance to a prospective buyer/end user; Supporting validation for the purchase; and Mitigating customer concerns. The more buying organizations are a forced to do-more-with-less they adopt different business patterns.” But the successful ways to sell in the past are long gone.

Sirius Decisions Summit 2019 Takeaways

Ledger Bennett

We had loads of great conversations, met some fantastic people, and were even able to catch some good sessions.If you weren’t able to attend this year, here are our biggest takeaways. for a high performing team compared to 5.5% This model of connecting all automation, technology, media, organic efforts to a funnel model is one that Ledger Bennett puts in place frequently. times more likely to make portfolio marketers responsible for defining target market segments.

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Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

Ten reasons to blog – even if nobody reads it - grow - Practical Marketing Solutions , November 7, 2010 Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Social Media in B2B Marketing - Survey Results - Everything Technology Marketing , November 16, 2010 The B2B Technology Marketing Community on LinkedIn conducted a survey earlier this year to explore the rapidly changing landscape of social media in the context of B2B marketing.

Top 56 B2B Marketing Posts for September 2010

B2B Marketing Zone Posts

I hadn’t even talked to her on the phone. Want to talk? Savvy B2B Marketing , September 1, 2010 The other week I had a post on the Content Marketing Institute about how to develop an editorial calendar for content marketing. was trading some tweets about this, and Beth Harte (via Serengeti Communications ) asked me: “How can people stick to an editorial calendar when other work pops up?&#. You think you know what is important to customers. Want to talk?

Top 47 B2B Marketing Posts - Hot Topics Ning and Facebook - July 2010

B2B Marketing Zone Posts

July 1, 2010 to July 31, 2010. But the human race is made up of all kinds of people and some of them have more important things to do. Like hooking their toilet up to Twitter. Marketing Dashboard: Active Discovery - Digital Body Language , July 27, 2010 One of the most valuable areas to gain an understanding of is the current state of how your prospects actively discover your company and your solutions. What Does It Take to Be a Thought Leader? Love to see that.

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Summary of Sold-out "Science of Inbound Marketing" Session at Dreamforce 2011


Way back in September (seems so long ago), I had the opportunity to speak at's Dreamforce conference (which is now the largest software conference in the world, with over 45,000 registrants). There are three parts to this article. Also, you can find me on Google+ here -- +Dharmesh (hanging out there in addition to my usual twitter stuff @dharmesh ). This makes inbound marketing a much more effective, and cheaper way to reach people.