Digital B2B Marketing

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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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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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.

Secrets to Successful B2B Webinars

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

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.

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.

6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes. The B2B lead generation landscape has changed tremendously in the last decade. The B2B Lead Generation List.

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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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

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%).

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.

Social Media Does Not Influence B2B Buyers

Digital B2B Marketing

of B2B technology buyers say social media has influenced their purchase decisions or interactions with vendors. So should B2B organizations shutter their social media efforts or reduce their investments? Opportunity: Inform and deliver value in your B2B social media program.

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.

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!

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

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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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.

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.

10 Things You Need to Know About B2B Mobile Marketing

Digital B2B Marketing

These are the same business decision makers and influencers your B2B marketing is targeting. You can read the summary here on Storify ) Following are five key facts to help make the case for mobile in B2B marketing and five aspects of mobile marketers need to be aware of.

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A Content Formula for Complex B2B Organizations

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

No!! LinkedIn Just Went Klout On Us!

Digital B2B Marketing

There is no difference between a brand new coworker or sales contact and a client that has worked closely with me and has first-hand knowledge of my B2B marketing experience and skill set endorsing me.

LinkedIn Just Went Into the Publishing Business

Digital B2B Marketing

Since LinkedIn has also been called the best social media site for B2B marketing, this is a change and you should care about. 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.

B2B Marketing Meets Video: Insights from 21 Marketers

Digital B2B Marketing

Just over half (52%) of B2B marketers are now using video, a 27% increase over the year before. However, that means nearly half of B2B marketers are not using video yet. Here are two of the easiest opportunities for many B2B marketers to execute on: Repurpose existing content.

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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.

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

Two Killer Google+ Mistakes

Digital B2B Marketing

Here are two scenarios: I put you in my B2B marketing circle and you put me in your photography circle. Now my B2B marketing stream is filled with photography posts and your photography stream is getting my marketing posts.

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7 Characteristics of Tomorrow’s Best B2B Marketers

Digital B2B Marketing

Here are 7 key characteristics of B2B marketers that will be able to learn the skills needed today and tomorrow and will be able to identify and pursue new B2B marketing opportunities as they emerge.

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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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Three Data Opportunities B2B Marketers Are Missing Today

Digital B2B Marketing

For all of the discussion of data in marketing, and Big Data in 2014, most B2B marketers are showing they are inept when it comes to actually using data to improve the majority of their marketing. B2B marketing performance is being carefully tracked and optimized based on reported results.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

B2B Marketers Are Turning Away Prospects

Digital B2B Marketing

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online.

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.

9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. Awareness Awareness is easy to define, but B2B marketers that are more focused on direct marketing results use the term far to liberally.

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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.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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

The Most Dangerous Opinion in Marketing: Yours

Digital B2B Marketing

Today, particularly for B2B marketers focused on driving engagement online, tests are relatively simple to execute. How does your opinion influence your marketing activity? Has your opinion ever biased your creative selection?

B2B Marketers Are Begging For Bad Data

Digital B2B Marketing

In B2B marketing, bad data represents a huge lost opportunity. Based on a recent study from DemandGen Report , most B2B buyers feel long registration forms are appropriate.

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Understanding Intent Behind Content Consumption

Digital B2B Marketing

B2B Content Marketing and Understanding Visitor Intent. Particularly for B2B content marketers, understanding the intent behind someone spending time with your content is key to improving your content marketing. Related: B2B Content Is a Dead End.

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Why Most B2B Advertising Doesn’t Matter (And Steps To Fix It)

Digital B2B Marketing

I believe most B2B marketers today are spending too much time in the weeds of their creative, content or campaign and missing the opportunity to get the audience’s attention and make a first impression. If your marketing requires an explanation to your audience, it has missed the point.