Digital B2B Marketing

How We Systematically Overvalue Content Consumption

Digital B2B Marketing

B2B marketers today are not optimizing programs to reach and engage their best prospects. Let’s get right to the point. Sure, we talk about a buyer journey or about carefully mapping content. But at the end of the day, what are we doing?

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

He recently joined Business Insider as the Sales Director for the Southeast, after a number of years with CBSi, parent to B2B technology focused properties ZDNet and TechRepublic (among others). When you look at larger B2B publishers, start by focusing the specific sections of the site.

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6 Ways B2B Marketers Are Falling Short Today

Digital B2B Marketing

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. But they are places many B2B marketers, including myself, should be doing so much more.

5 2015 Predictions Only a B2B Marketer Would Care About

Digital B2B Marketing

Instead, here are my five B2B marketing predictions for 2015. Predictive marketing is already a hot space, but it hasn’t hit its mainstream stride yet as a solution for B2B marketers to segment and prioritize leads for marketing and sales. B2B Marketers Embrace Clickbait.

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Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

6 B2B Marketing Mistakes That Are Easy To Make

Digital B2B Marketing

Last week we shared 5 B2B marketing mistakes that are hard to avoid , and asked for your contributions to complete the list. Below are six more mistakes, including your contributions, that are deceptively easy to make in B2B marketing. In Practice Strategy B2B marketing mistakes

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4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

Enterprise B2B marketers face a conundrum. Measuring B2B Publisher Lead Generation Programs. For most B2B marketers, this group would include students, retirees, contacts from industries or regions you can’t service, etc.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

Since you are in B2B marketing, you probably want them to register. You have a lead generation program. An influencer program. An advertising program. A marketing automation program. You measure every detail about every program. And your programs are doing great.

Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

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.

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The Sales Enablement Handbook

the B2B world, the sales cycle can be a long drawn out process - making b2b sales. The Sales Enablement. Handbook WWW.MARKETJOY.COM Contact: +1 484-302-0110.

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? Big names in B2B marketing, content marketing and social media seem to be everywhere. Here are 15 hidden gems B2B marketers should be following. B2B Marketer and SiriusDecisions analyst.

B2B Lead Generation: Publisher Programs

Digital B2B Marketing

Over a series of three articles on B2B lead generation, we will look at types of programs or providers, how to measure the success of programs and things you can do to improve the results from your programs. Need leads? It will cost you.

Why Most B2B Marketing Efforts Are Wasted

Digital B2B Marketing

Enterprise B2B marketers spend the majority of their effort marketing to individuals that don’t have any chance to become customers. ” B2B marketers today are overwhelmed by the noise from all of the activity that is tracked and reported on from people who will never buy.

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

Digital B2B Marketing

Have you felt like social advertising just wasn’t right for your B2B marketing? This looks like the most compelling social advertising offering yet for B2B marketers. Here are 7 reasons I believe this will be good for both B2B marketers and LinkedIn’s shareholders.

The Real Challenge for B2B Content Marketers

Digital B2B Marketing

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%).

GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering.

The New Sirius Decisions Waterfall (and New B2B Marketing Acronyms)

Digital B2B Marketing

If you measure or benchmark B2B demand generation activity across sales and marketing, one of the best benchmark resources just received a major facelift and a number of improvements.

12 Surprising B2B Marketing Spammers on Twitter

Digital B2B Marketing

Or at least that’s the approach of these B2B marketers. The Dirty Dozen: Twitter’s B2B Marketing Spammers. Here are a dozen of the B2B marketing accounts I identified using Twitter favorites as a spam tactic to increase followers.

How Account Based Advertising Really Works

Digital B2B Marketing

According to a 2015 survey from Demand Metric and Demandbase, 45% of B2B marketers are testing or have adopted account-based marketing and more than 75% of those plan to increase their use of ABM in the next year.

7 Blogging Mistakes B2B Marketers Make

Digital B2B Marketing

Corporate blogs are increasingly standard in B2B organizations. We have all seen the lackluster corporate blog. Some days, I wonder what went wrong. Others, I wonder why they thought they could get it right. Some companies even have an entire suite of blogs.

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Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy. B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision.

5 B2B Marketing Mistakes That Are Hard To Avoid

Digital B2B Marketing

Share the top mistakes you see B2B marketers making today in the comments below or with me on Twitter ( @wittlake ). In Practice Strategy B2B marketing mistakes The hardest mistakes to avoid are the ones that initially look like the right decision. We all make mistakes.

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B2B Marketing and the Cheap Tchotchke Mistake

Digital B2B Marketing

When you are marketing a marketing service to marketers, the bar is even higher than it is for most B2B marketers. Business Rants B2B marketing event marketing promotional products tchotchkeAt a recent conference, I returned to my room to a bag full of tchotchkes from sponsors.

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The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

Yet this is exactly how most B2B marketers approach lead generation today! We all know B2B marketing measurement is imperfect, yet we momentarily suspend all reservations in order to judge our effectiveness based on results attributed to our efforts instead of the results for our business!

The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

For most B2B marketers, it isn’t nearly enough. Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted and then organically spread. Alternatively, check out the work BlitzMetrics is doing for some B2B marketers.

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead

9 Crippling Mistakes B2B Search Marketers Make

Digital B2B Marketing

“Paid search is slowly failing B2B marketers.” For years paid search has been one of the most cost-effective media channels for B2B lead generation. ” Google has effectively convinced B2B marketers everywhere to think of the Google Display Network like search.

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B2B Marketing’s Measurement Problem

Digital B2B Marketing

It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? In most B2B organizations, Salesforce.com or a similar solution is the system of record.

Top 3 Reasons Your Content Marketing Program Fails

Digital B2B Marketing

Everyone in B2B marketing says content marketing is important. And yet most B2B marketers don’t feel like their content marketing is effective. Time and time again, B2B marketers keep making the same mistakes. Related: Why Your B2B Marketing Content Sucks.

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

But it isn’t ready yet for today’s B2B marketer. B2B demand generation marketers face challenge here their branding and B2C peers do not: you have a complex message to deliver. Putting Programmatic Buying In Its B2B Place.

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Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing

Digital Marketing’s Massive Measurement Lies

Digital B2B Marketing

But since most B2B marketers measure view-through results in an ad management platform using cookies that cannot be read by the rest of marketing technology stack, the same activity can be independently attributed to two or three different marketing activities.

Old Content is the King of Content Marketing

Digital B2B Marketing

Below are organic search results for three B2B marketing oriented searches. Buying B2B Email Lists Search Results. B2B Advertising Search Results. B2B Marketing Strategy Search Results. You don’t need more content. You need old content.

LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

LinkedIn has gone Tumblr on us and B2B content marketers are drooling. B2B Content Marketing Will Flood LinkedIn. LinkedIn is already a must-have partner for nearly every large B2B marketing program.

Why The Analysts Are Wrong About Twitter’s Ad Platform

Digital B2B Marketing

It maps perfectly to traditional consumer (Facebook) or B2B (LinkedIn) audience definitions. In B2B marketing, media buyers just want to put a lead generation form in front of content. What happens when you survey 50 media buyers?

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

Getting Out of the B2B Lead Generation Trap

Digital B2B Marketing

Most B2B marketing organizations miss the biggest opportunities to impact their business because they have not identified the right goals. Most B2B marketing organizations start with a goal that looks like “deliver 18,000 leads to sales.”

A Simple Trick To Improve Your LinkedIn Campaign Performance

Digital B2B Marketing

If you are a B2B marketer, you are paying attention to LinkedIn. LinkedIn has become a powerhouse media company for B2B marketers , from opportunities for direct engagement (it does still have a few social media trappings) to publishing, content promotion and advertising.

3 Common Problems with B2B Marketing Personas

Digital B2B Marketing

Developing personas is one of the first steps recommended by many B2B marketers. Unfortunately, many B2B marketers are working with personas that do more harm than good. B2B personas should illuminate your audience and provide a clear roadmap to relevance in your marketing.

B2B Marketing: Moving Beyond Campaigns

Digital B2B Marketing

Is your B2B marketing activity still built around a series of campaigns? Today, B2B marketing must always be on. 78% of B2B buyers start with search. Strategy B2B marketing DemandGen Reports Q1: Security. Q2: Cloud and Mobile. Q3: Lower Cost. Q4: Compliance.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth