Digital B2B Marketing

LinkedIn Just Went Into the Publishing Business

Digital B2B Marketing

Now LinkedIn Is In The Content Business With 150 recognized and respected contributors, LinkedIn just launched their publishing business with an all-star cast. With their reputation as a site for reaching a business audience, they will command a premium CPM.

Why Most B2B Marketing Efforts Are Wasted

Digital B2B Marketing

You care about the people who have the potential to drive business. Enterprise B2B marketers spend the majority of their effort marketing to individuals that don’t have any chance to become customers. Your marketing database is full of contacts that will never become clients.

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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).

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

Digital B2B Marketing

However, for B2B marketers looking to reach specific business audiences, it just might be the best social advertising option yet. Have you felt like social advertising just wasn’t right for your B2B marketing? If so, LinkedIn’s new Sponsored Updates may just change your mind.

30 Ways to Get Inside the Mind of Your Target Buyer

These 30 findings show the path from respect, to relationship, to business win Trust, support, and transparency: that's what your target buyer really wants.

Digital Marketing’s Massive Measurement Lies

Digital B2B Marketing

For marketers that want to earn the trust of the CEO and the business, put aside attribution. It is time instead to focus on understanding the difference marketing actually makes in your business and then start improving those results.

Two Killer Google+ Mistakes

Digital B2B Marketing

Until Google allows you to create an account for you as an individual, not an email address, this problem will continue to plague Google’s most loyal users and the business users they are looking to attract.

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Google+ for SEO? Don’t Focus on Your Brand Page!

Digital B2B Marketing

Business and Personal separation. Many people separate their business and personal activity. Having employees share your businesses content may require changing corporate and employee culture.

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9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

Strategy When you say strategy, or you referring to your 50 year strategic plan that considers things like the lack of potable water and the impact of peak oil on your business? The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning.

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Understanding Intent Behind Content Consumption

Digital B2B Marketing

Understand how businesses are using cloud computing. You know millions of people saw your content. But do you know the answer to the more important question: why did they take the time to read it or watch it? It isn’t because it was widely shared on Twitter or LinkedIn.

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4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. They may be more junior contacts or companies that are too small or large to be your best prospects, but they represent a real possibility of current or future business.

Why Good Content Delivers Bad Leads

Digital B2B Marketing

Ok, there are a few good opportunities mixed in, but most are not the decision makers you need to reach or they are from businesses that are too small. Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content.

The Real Challenge for B2B Content Marketers

Digital B2B Marketing

Addressing the challenges content marketing faces today will require addressing the underlying issue that content, all rhetoric from bloggers and trade publications aside (notably people in the content business), isn’t really the priority they claim it is.

The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

When the success of your business is less important than the success of your marketing, something is seriously wrong. Instead, how do you drive an increase in leads across the entire spectrum of your business’s lead sources?

Too Much Crappy Social Media Content!

Digital B2B Marketing

Of course, most businesses and professionals don’t share information like this in social media, but another kind of oversharing pervades social media: oversharing content. We all know people that overshare.

10 Things You Need to Know About B2B Mobile Marketing

Digital B2B Marketing

Busy professionals focused on their smartphone , nearly oblivious to everything else around them. These are the same business decision makers and influencers your B2B marketing is targeting. Your Audience is Mobile Business professionals live by their smartphones today.

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7 Blogging Mistakes B2B Marketers Make

Digital B2B Marketing

It Isn’t Connected to the Business Being “all about your audience” can go too far. If focusing on your audience took your blog to an area that isn’t relevant to your own business, you have gone too far. We have all seen the lackluster corporate blog.

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29 Signs You Need a Break From Marketing

Digital B2B Marketing

You know any business without a social media presence will be out of business in five years (bonus: you know that statement was first made nearly four years ago. Over time, your role in marketing begins to permeate every part of your life.

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A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

In addition, a campaign addresses two issues businesses often face when when they consider a thought leadership initiative. After all, you want Jamie to ultimately meet with people, speak at events and develop personal credibility that extends to your business.

Replacing “Authentic” in Social Media

Digital B2B Marketing

There are hints of your authentic business everywhere, and when you deviate too far, you are no longer believable. Authentic. You can’t turn around in the social media echo chamber without bumping into this word.

Looking Beyond Sales and Marketing Alignment

Digital B2B Marketing

The business needs to improve lead acquisition and nurturing by having sales and marketing partner through the entire process. Business Strategy adam needles DemandGen Reports sales and marketing

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7 Characteristics of Tomorrow’s Best B2B Marketers

Digital B2B Marketing

Business Savvy If B2B marketing will be connected more closely to the business and business results, B2B marketers must become more business savvy.

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Three Data Opportunities B2B Marketers Are Missing Today

Digital B2B Marketing

One or multiple ads are queued and cycle everywhere, with HR leaders, business execs and IT staff getting the exact same message.

B2B Marketers Are Turning Away Prospects

Digital B2B Marketing

In the past year, 88% of people report using white papers for business research, followed by 73% for webinars.

6 B2B Marketing Mistakes That Are Easy To Make

Digital B2B Marketing

Your marketing needs to be mapped against all revenue drivers in your business plan. If you have expectations in your sales and revenue forecasts and your marketing isn’t being built to support those expectations, you are not supporting your business plan!

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Why Marketing Benchmarks Are Bogus

Digital B2B Marketing

A number in some book or website, based on the results of businesses nothing like yours? We like to measure ourselves against something. We want to know that we are doing good work. Is my my email click rate good? Is my search conversion rate where it should be? Is my brand lift above average?

No, Content Will Not Kill Advertising

Digital B2B Marketing

Conversely, a great sales experience that directly addresses how your solution is right for their business can overcome a tarnished perspective from marketing. Advertising is dead (again). The latest killers are the social media and content marketing stars. Not so fast.

The More You Share, The Less We Care

Digital B2B Marketing

Prior to that I had generally been sharing 3 to 5 links a day and would often not share anything on busy days. It’s true. When people share too much, we tune them out. We only half-listen, or we just walk away. In social media, we do the same thing.

B2B Marketing and the Cheap Tchotchke Mistake

Digital B2B Marketing

The promotional product business was a $15.6 billion business in 2009 ( source ). Two sentences with what makes your solution worth remembering, a URL and a business card, included with the package, is appropriate.

7 Steps to Find Your Content Marketing Sweet Spot

Digital B2B Marketing

This perspective should be completely independent of your business and your offerings. For instance, if a database firm chooses to focus on business intelligence and the business applications of their data, they need to consider new competitors like Microstrategy.

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One change that dramatically improved B2B marketing results

Digital B2B Marketing

I have no financial interest in their business. You can’t rely on your own data. Your prospects spend the vast majority of their time doing everything except opening your emails, visiting your site or viewing your content.

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The Dark Future of Native Advertising

Digital B2B Marketing

Here are just a few examples: Since launching in 2010, Content Marketing Institute has a built a professional services business by establishing its own content brand. Native advertising, and specifically native publishing programs, will struggle in the future.

Three Key Requirements of Agile Marketing

Digital B2B Marketing

Like many long term business and marketing goals, our personal dream was still fuzzy around the edges. Are you ready to be an agile marketer? Are you ready to respond to a reality that is changing, in unexpected ways, around you?

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5 Lies About Easy Ways To Create Content

Digital B2B Marketing

What other content shortcuts do you see individuals or businesses take that simply don’t work? There are easy ways to create good content, right? Sorry. Creating good content is hard. And it’s getting harder.

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

The Basics B2B : Business to business. SMB : Small and Medium Businesses. In the US, research generally considers businesses with less than 100 employees to be small businesses and those with 100 to 1,000 employees to be medium buisnesses.

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6 Cringeworthy Marketing Technology Failures

Digital B2B Marketing

Here is my best guess: Eloqua populates this content dynamically and they didn’t have enough content, or content that matched to the business rules, to populate the entire template for some individuals. Today’s marketing simply wouldn’t exist without marketing technology.

LinkedIn: Do New Offerings Make It the King of B2B?

Digital B2B Marketing

If you are looking to increase distribution of your content within a targeted business audience, this offering is definitely worth learning more about. If you are in B2B advertising, you cannot ignore LinkedIn.

7 Nurture Programs You Need To Have

Digital B2B Marketing

For some businesses, this may mean six emails a quarter, for others it might only be two. Despite the capabilities of modern marketing automation platforms, many B2B marketers still approach nurture with a short term mindset.

There Is No Vending Machine For Marketing Qualified Leads

Digital B2B Marketing

Here is a particularly aggressive quote from one company’s website: We use your content and our database of over 20 million business contacts to manufacture marketing qualified leads for your business.

10 Lessons From Mom To Make You A Better B2B Marketer

Digital B2B Marketing

Keep Your Promises If you fail to deliver on the promises you make to clients, you lose the opportunity for both repeat and referral business. B2B marketing can quickly become complicated.