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]

Modern Marketing

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.

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.

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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.

B2B Lead Generation Blog: Inquiry management and search marketing strategy

B2B Lead Generation

to Generate and Follow Leads » Inquiry management and search marketing strategy BtoB Magazines Carol Krol interviewed Kevin Lee, executive chairman of Did-it Search Marketing on "Effective Search Strategies."

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

B2B Lead Generation

The DMA report found that the phone and e-mail produced the highest response rates respectively—among direct marketing media channels in terms of generating leads. 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.

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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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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.

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How Do You Define and Mine Modern Marketing?

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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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%).

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

Modern Marketing

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

Modern Marketing

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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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.

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

Modern Marketing

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

Modern Marketing

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

Modern Marketing

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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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.

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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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.

Social Media Lies, Damn Lies and Statistics

Marketing Insider Group

I saw a recent example of the popular saying “there are three kinds of lies: lies, damn lies and statistics ” in a BtoB Magazine front page headline “ Social Media Does Not Influence B2B Buyers “ The article covers research conducted by IDC of 199 B2B Technology Buyers and states that although 84% of B2B Tech buyers use social media, only 18.6% Find out what channels they use.

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 State of B2B Lead Nurturing [New Benchmark Research]

Modern Marketing

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.

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

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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Email Marketing: Best Practices in a Multichannel, Multi-Device World

Marketing Action

In the last twenty years, email’s become a well established, stalwart marketing channel with dependable ROI. But best practices for email evolve continuously, as today’s marketing mix progressively includes new channels and devices. John DiStefano, Research Director for BtoB led off a recent webinar by sharing the current state of context for email: Marketers using email prioritize customer acquisition and customer retention in equal measure.

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.

How Social Media Helps Marketing, PR, And Sales Become Better Friends

Marketing Insider Group

The alignment problem is what drove me into here… BtoB Magazine recently reported on a Forrester survey that proves the point that this is huge challenge: only 8% of B2B companies say they have tight alignment between sales and marketing. They can get along?

4 Steps for Better Lead Generation

Marketing Action

BtoB and Bizo did a study comparing marketing challenges in 2012 with those in 2013. BtoB then did a study (sponsored by Act-On) that drilled down into the nitty-gritty of that problematic lead generation. The report’s authors speculated that most of the marketing challenges might actually be rooted in cultural problems, such as poor communications among departments and unwillingness to learn new channels. What’s your single biggest marketing headache?

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.

4 New Marketing Fundamentals Impacting the B2B SEO Professional

KoMarketing Associates

However as discussed in recent BtoB Research Insights piece, “ Defining the Modern Marketer “, key metrics in the evaluation of overall marketing performance must end up focusing most heavily around sales performance and enablement. The real point is that regardless of how powerful a brand might be, it is unlikely that direct traffic is the only channel sending customers (new and existing), even if that channel is of the highest quality.

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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 survey revealed a striking contrast between occasional and heavy Twitter marketers.

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.

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