Bidding Fond Farewell to BtoB Magazine

Paul Gillin

I was sad to learn this week that BtoB magazine , which has existed under various brands for nearly 100 years, will be swallowed by Advertising Age at the end of the year. I have worked with BtoB for nearly seven years, publishing about 120 columns and articles during that time. The staff has always been a joy to work with, and BtoB has played a critical role in my own education about the transformation of media. My association with BtoB began as a happy accident.

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9 Key Points & Action Items from BtoB Magazine’s Social Media Report

KoMarketing Associates

BtoB Magazine ‘s latest report on B2B social media marketing provides further support and insight into the strategies, applications, and challenges marketers face. The survey later revealed that it took an average of 13 months of usage in the most important social media channel before B2B marketers polled felt truly effective in using that channel. LinkedIn was considered the “most important channel” for B2B marketers.

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Which Channels Will Marketers Measure for Next Generation Digital Body Language? [CHART]


by Taha Sheikh | Tweet this In March, Eloqua released a report titled: “ Defining the Modern Marketer: From Real to Ideal “, which presents findings from a survey of 556 marketers conducted by BtoB Magazine into views and practices in modern marketing. We’re seeing a shift from outbound, advertising, and intuition based marketing to a new inbound model that emphasizes digital channels, multiple touchpoints and data analysis.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

Based on responses from more than 200 BtoB marketing professionals, it provides useful insight on the types of demand gen programs and content that are trending in the marketplace. The report, however, goes further – ranking trade shows as far and away the most effective demand gen channel in their “BtoB Channel Effectiveness Quadrant,” surpassing (by some margin) even demand gen workhorses like email marketing and PPC.

E-commerce: An Important Channel for Industrial Sales

Industrial Marketing Today

I am seeing more and more manufacturers and industrial distributors using e-commerce as a sales channel for growth. According to a survey conducted in 2011 by BtoB and Rainmarker Systems, while only 35% of B2B marketers are involved with selling directly online, 58% of those companies have an increasing commitment to the channel. However, I have noticed a growing trend among industrial companies using e-commerce as their primary sales channel.

Automating your marketing through the B2B customer journey: an interview with Rich Herbst


We help clients envision – and then deliver – more powerful customer and prospect journey experiences across their full life cycle and across all channels, using advanced data and automation technology. And the delivery of that experience should go well beyond the basic digital channels to incorporate sales channel experiences, personalized web experiences, and service experiences.

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B2B Lead Generation Blog: Inquiry management and search marketing strategy

B2B Lead Generation

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0 B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book.

B2B Lead Generation Blog: E-mail and the phone have high response rates, DMA report finds

B2B Lead Generation

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0 B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book.

Deconstructing a Quota


Partner or channel. B2B Sales btob sales Demand Generation sales leads sales quoteby Fergus Gloster The best time to start discussing quota and pipeline with a salesperson is at the interview stage, not after the salesperson has started in the company. It’s also a good way to find out if the interview candidate really knows their business and their territory. The quota should be related to the on-target-earnings (OTE) of the salesperson.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

Therefore B2B and industrial marketers continue to favor email marketing over other direct marketing channels. Today, the customer split is 55/45 in favor of B2B clients Read the full case study on BtoB Online at [link] Case study #2: Driving qualified traffic and growing in-house list using emails with videos links Business challenge: Milwaukee Electric Tool Corp.

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B2B Marketers Unsure of Twitter Effectiveness


BtoB Magazine, a national trade journal, recently conducted a survey of 400 B2B Marketers, and found that half of them were dissatisfied with the return on tweets. To its enthusiasts, however, Twitter is a powerful channel. That’s despite the fact that 70% of them spend less than 30 minutes a day managing their tweet stream. The [.].

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How Do You Define and Mine Modern Marketing?


The report underscores research from a comprehensive survey created in conjunction with BtoB Magazine , and explores the skills and technologies marketers need to improve ROI. Engagement (delivering value-based content through the right channels). Check out the full report: “ Defining the Modern Marketer: From Real to Ideal ” and join Eloqua, BtoB Magazine and an Eloqua customer for a survey results recap webinar March 28th.

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How Video Drove a 50% Increase in Form Submissions for Oracle Marketing Cloud [Case Study]


The program started with a research study conducted in tandem with BtoB Magazine to learn about the modern marketer—from our audience’s perspective. We used these points, what we refer to as The 5 Tenets of Modern Marketing , as a springboard for the integrated content campaign that ultimately spanned all our digital channels. As a feature component in our multi-channel campaign, video helped to drive interest and awareness to our 5 Tenets collateral.

Study Shows SMB Marketers Want to Communicate Value with Metrics


by Erick Mott | Tweet this Marketers from small-to-midsize companies are taking greater advantage of modern marketing techniques and are more reliant on key digital marketing activities than marketers overall, according to a new study by BtoB Magazine — SMBs: Maximizing Synergies in Technology, Branding, Customer Interaction. SMB marketers who are aware of these differences are not settling for a narrower set of channels, or avoiding the lessons from enterprise peers.

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Social Media Marketing Important Part of B2B Marketing Landscape

KoMarketing Associates

This is according to BtoB’s “ Social Media: From Marginal to Mainstream ” report. Social marketing usage among B2B marketers has increased from a year ago, when just 28% of respondents said they were “very involved” or “fully integrated” with the channel. The study shows LinkedIn is the channel used most by B2B marketers (80%), followed closely by Facebook (75%) and Twitter (74%).

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Online Advertising Ready To Takeoff In 2012

Marketing Insider Group

Then this week, BtoB Magazine released their “2012 Outlook survey” showing how online advertising is poised to see significant growth in 2012 as well. With all this recent news, I believe it offers hope that marketers are beginning to catch up to consumer media habits that are shifting away fr0m traditional marketing channels like print to more engaging forms of content on social, mobile and digital channels.

Twitter Adds Brand Pages. The Brand Pages War Gets Bigger.


Twitter is a must-use channel for many B2B marketers. According to a study by BtoB magazine , it ranks behind LinkedIn and Facebook as a favorite social media channel, with 67% of b2b marketers using the platform. Yet, Twitter was only the top channel for 13% of respondents. by Jesse Noyes | Tweet this Twitter announced a new look on Thursday. And the facelift came with an early holiday present for marketers – brand pages!

What the Twitter IPO Means for Marketers


But Twitter is also one of Eloqua’s most effective communication channels as part of our social business strategy and media transformation. In a recent study with BtoB Research, 42% of marketers cite the shift of power from the brand to the customer as a key driver for evaluating the need for modern marketing strategies.

10 Tips to Help You Become a ‘Superhero’ Marketer


by Amanda Batista | Tweet this In the brave new world of Modern Marketing — where digital channels are fueling the need for more sophisticated strategies — marketers need to target, engage, and measure efforts more effectively. We collaborated with BtoB on recent research that highlighted how Modern Marketers understand the competencies that are required in their jobs, but admit falling short on cohesively connecting the right mix.

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Good Reads for B2B Marketing - Staple Yourself to a Lead


Amy Guarino says marketers should follow along as a prospect journeys through the company’s various channels. Adding relevant content and extracting data can revitalize the tried-and-true tactic of e-mail marketing campaigns, according to a BtoB email research report “Email Marketing: An Established Channel Evolves.” Via BtoB Magazine. According to a recent survey conducted by BtoB magazine and Bizo, the B2B digital marketing mix is not addressing longer sales cycles.

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Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

Obviously, those channels have dried up, otherwise we wouldn’t be having a conversation about needing my industrial marketing consultation in the first place. From BtoB LinkedIn group ). The more I talk to manufacturers and industrial companies, the more I’m convinced that RFQs and sales conversations are all that matter to them. I get it that industrial marketing must be held accountable and I firmly believe that it should make a direct contribution to growing sales and revenues.

I’ve Been Writing A Lot Lately, Just Not Here

Paul Gillin

Marketing’s big miss (BtoB magazine). Repackage (BtoB magazine). If you talk at customers in earned the channels the way you do in paid channels, your results will probably disappoint you. I only update this blog occasionally because most of my writing these days appears on other people’s websites. But my blog is still my home base. Here’s a round up of what I’ve been scribbling about elsewhere of later.

The Thin Line Between Social Media Marketing and Spam

Digital B2B Marketing

With more people publishing and more competition for our attention, free and easy-to-use communication channels lead to spam. One presumably well-intentioned individual spammed influential individuals and organizations in B2B marketing, from BtoB Magazine ( @btobmagazine ) to Jonathon Block ( @jblock ) to Steve Farnsworth ( @steveology ). You can share. You can publish. You can broadcast. You can spam. Today, communication is more accessible than ever before.

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The State of B2B Lead Nurturing [New Benchmark Research]


He joined Bizo in 2012 after more than a decade as an editor at Crain Communications’ BtoB magazine. You can also find out more about Bizo Multi-Channel Nurturing by downloading this guide, “ Multi-Channel Nurturing: Beyond the Inbox. by Contributor Friendly | Tweet this Editor’s Note: Today’s post comes courtesy of Sean Callahan , marketing director at Bizo and editor of Digital Marketing Remix.

8 Great LinkedIn Groups for B2B Marketers

KoMarketing Associates

According to a recent report released by Regalix, 91 percent of respondents said that LinkedIn was the most effective channel in terms of helping them reach their target audience. This LinkedIn group provides support and guidance for the platform and can be used in conjunction with the Analytics Help Center and YouTube channel. BtoB Marketing. It is no secret that LinkedIn is a valuable social media platform for B2B marketers.

Kicking Off Eloqua Experience Europe With The 5 Tenets of Modern Marketing


Shootman focused on the 5 Tenets of Modern Marketing , derived from Eloqua’s study with BtoB Magazine called ‘Defining the Modern Marketer: From Real to Ideal”. Tomorrow’s modern marketers will have to use the same concept of personalized content, but it will need to show up in every channel and/or location that the buyer frequents. Today’s modern marketers need to have reports on key attributes about the buyer, channel, and offer, to understand what works and what does not.

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Perspective on the B2B Demand Generation Benchmark Survey Report

KoMarketing Associates

In a poll of 155 primarily C-level marketing experts, social media received the largest percentage of votes for demand generation channels that marketers will spend more on in 2013. While it is clear that business-to-business marketers will throw more weight behind social channels, the B2B Demand Generation Benchmark Survey illustrated the range in tactics and channels B2B marketers use for lead generation initiatives. Spending Changes by Channel in 2013.

Social media ROI sucks! (Or, you can prove anything if you send out a survey)


Social media marketing is now precariously ensconced as a more-or-less mainstream marketing channel. Companies try to dutifully engage with customers and prospects on all the main social channels, plus as many of the secondary ones as possible. LinkedIn was rated eighth out of 13 channels and YouTube was 10th, followed by Google+, and Twitter. First, this array of channels reflects a certain compelling reality: It’s a highly integrated landscape.

Tom Pisello: The ROI Guy: Tech Marketers May Need to Rethink.

The ROI Guy

Friday, October 22, 2010 Tech Marketers May Need to Rethink Budgets for 2011 according to new Harte-Hanks research Technology marketers are challenged today with handling proliferating marketing channels to reach and engage more overloaded, skeptical and frugal buyers than ever before. The research implies growing skepticism over sales pitches and marketing fatigue make these once effective channels less so at raising awareness.

B2B Blogging Gets Publishing Discipline

Paul Gillin

I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. I was also struck by the attention they paid to avoiding the temptation to use blogs as a promotional channel. As I’ve pointed out here as well as in BtoB magazine , the social media space is getting mighty crowded.

B2B Marketers Unsure of Twitter Effectiveness


BtoB Magazine, a national trade journal, recently conducted a survey of 400 B2B Marketers, and found that half of them were dissatisfied with the return on tweets. To its enthusiasts, however, Twitter is a powerful channel. That’s despite the fact that 70% of them spend less than 30 minutes a day managing their tweet stream. The survey revealed a striking contrast between occasional and heavy Twitter marketers.

The Disconnect Between B2B Content Marketing and Customer Engagement

Industrial Marketing Today

As a result, most BtoB marketers tend to credit sales-ready leads to the last marketing touchpoint. This tendency often neglects the other marketing channels that played a role in early stages of the purchase funnel. The report was based on a survey of over 70 BtoB marketers and was conducted by

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Content Marketing: Think Like a Publisher, Act Like an Investor

Industrial Marketing Today

Build a larger base of loyal customers and spread the word via social media channels. In an article published by BtoB Online , Short said, “Once we become trusted, then and only then will the customer contact us; and that’s what we want—highly qualified, self-qualified and urgent prospects. For more, visit Indium’s blogs and their YouTube channel. Thriving in today’s content-driven online marketing world, demands that you think like a publisher.

B2B Marketing Events Around The World - Dec 2011

MLT Creative

December 5-7 Direct Marketing Institute New York, NY: DMA promotes this DMI seminar that will cover the core areas of each marketing channel, from offers and propositions, to copywriting and design. December 8, BtoB's Digital Edge 2011 Virtual Show Join BtoB for our third annual Digital Edge virtual tradeshow, showcasing the best demand generation technologies and tactics for b-to-b marketers. Sources: BtoB, AiMA, AMA Atlanta, BMA Atlanta, DMA, TAG, ILM.

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B2B Content Marketing Report – Need To Focus On The Basics

Marketing Insider Group

In partnership with the Netline Corporation, the CMO Council surveyed 400 BtoB buyers and content seekers around the world. ” And this is causing marketing dollars to be wasted as BtoB buyers are running from overly-promotional content that doesn’t meet their needs. Effective content utilizes a multi-channel, multi-format approach. What is the biggest challenges in B2B Content Marketing? Creating content that our customers actually want to consume.

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PowerViews with Christopher Hosford – CRM/Marketing Automation/Social Convergence


He is East Coast Bureau Chief for BtoB Magazine. Often their own salaries and their bonuses are tied to revenue and increases in pipeline channel.” Click to start video at this point — Christopher notes that inbound marketing is the current rage and shares a recent BtoB Magazine study that reveals 74% of marketers plan to increase their online marketing efforts this year. BtoB Magazine Website:

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32 Influential B2B Social Media Profiles (People) to Follow on Twitter

KoMarketing Associates

It’s no secret that social media is an important channel of digital marketing. BtoB Online (@btobmagazine) : “The resource for #marketing strategists” Follow BtoB Online at For B2B marketers, there are endless opportunities for leveraging social media platforms and strategies. Research from Optify’s 2012 B2B Marketing Benchmark Report supports these statements.