Digital B2B Marketing

How We Systematically Overvalue Content Consumption

Digital B2B Marketing

If you are promoting a simple transactional purpose, this may not help you. Let’s get right to the point. B2B marketers today are not optimizing programs to reach and engage their best prospects. Sure, we talk about a buyer journey or about carefully mapping content.

LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

The article has about 75,000 views in less than a day and is a pitch to buy books or training (for as much as $299) to help you land that job. But do it with helpful, not hard selling, content. LinkedIn has gone Tumblr on us and B2B content marketers are drooling.

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Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

million in revenue from a $15,000 lead generation program and another that expected to use content created for help desk administrators in a program to increase visibility with VPs and CIOs.

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How To View Any Profile On LinkedIn

Digital B2B Marketing

Particularly if its a common name, adding a title, company, location or other info to your search will help to narrow the results and find the right person. I’m sure it has happened to you too. You look someone up on LinkedIn only to find they are a third degree connection (or not even!)

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Five Biggest Infographic Mistakes Marketers Make

Digital B2B Marketing

In addition to having no real reason to exist, this infographic from Lawyers.com is heavy on text and the design doesn’t help it to communicate the point it doesn’t have.

Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

Help People Find What They Are Looking For. 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. So how do you pair your outbound marketing activity with your inbound marketing?

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4 out of 5 Marketers are Zombies! [Infographic]

Digital B2B Marketing

Everyone else is creating infographics, so the folks at Confused.com, purveyors of discount car insurance, apparently decided an infographic about social media zombies would help them sell more car insurance. What, it’s changing? Quick, call it dead!

Too Much Crappy Social Media Content!

Digital B2B Marketing

You may justify this because they are sharing your content and helping to grow your audience. Anytime you feel the bar is slipping, find new content sources or revisit old favorites to help you reset the bar. We all know people that overshare.

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

I help marketers working on measurement, reporting, data and accountability. 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.

Does B2B Content Marketing Really Help Buyers Buy?

Digital B2B Marketing

In B2B marketing organizations, content marketing aims to help buyers buy. So before you start creating more content to move prospects through your buyers journey, step back and consider how to help prospective buyers buy.

10 Things You Need to Know About B2B Mobile Marketing

Digital B2B Marketing

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. You see them everywhere, crossing streets, in meetings, at lunch and even driving.

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A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

Tools like Little Bird can help you identify thought leaders and influencers on Twitter that you may not already be aware of. Helpful tools for following and listening beyond the standard social networks include: Newsle , RSS feeds, Google alerts , Disqus and Intense Debate.

7 Characteristics of Tomorrow’s Best B2B Marketers

Digital B2B Marketing

Service Oriented As marketers increasingly compete for attention, B2B marketers in particular are looking to stand out by being genuinely helpful to customers, prospects and the marketplace.

Why Content Curation Is Not The Answer

Digital B2B Marketing

If it helps you develop your own audience and, ultimately, share your own perspective, then yes. The biggest problem in B2B content marketing is that it requires content.

No, Content Will Not Kill Advertising

Digital B2B Marketing

” Although I believe marketing should have made a difference, this perception from sales reflects the fact that in B2B, sales is able to close even when marketing hasn’t helped. However, marketing cannot close an enterprise B2B sale without the help of sales.

The More You Share, The Less We Care

Digital B2B Marketing

Instead, your sharing should be helpful and useful to your audience. 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.

3 Common Problems with B2B Marketing Personas

Digital B2B Marketing

Titles do not define people and personas should help you connect with people! Developing personas is one of the first steps recommended by many B2B marketers. Understanding your audience is critical, and personas are one of the most effective solutions, right?

What Really Happens When Influence Increases?

Digital B2B Marketing

Joe Fernandez of Klout recently said Klout’s goal is to help every person maximize their individual influence. In summary, the most influential and our personal networks become more influential, but the mass of influencers Klout is looking to help will cannibalize their own influence.

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Banners Don’t Drive Leads in B2B Marketing

Digital B2B Marketing

If you need help identifying alternatives, you can send me an email. If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Period.

5 Lies About Easy Ways To Create Content

Digital B2B Marketing

This approach does help you identify topics for your content, but it doesn’t change the burden of creating content or address the quality of content that often comes from individuals not normally involved in creating content. There are easy ways to create good content, right? Sorry.

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

If you are new to B2B marketing, or just have to work with a B2B marketer, these acronyms and abbreviations may help decode the conversation. Your Turn What other acronyms would you add to the list to help out people coming into B2B marketing today?

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7 Nurture Programs You Need To Have

Digital B2B Marketing

Engagement in long-term, welcome track and event followup programs helps you to identify where a prospect is in their buying process. Despite the capabilities of modern marketing automation platforms, many B2B marketers still approach nurture with a short term mindset.

Marketers Are Dramatically Underreporting Results from Twitter

Digital B2B Marketing

has helped, as Twitter becomes more important for marketers, accurate measurement is more important as well. B2B marketers are undervaluing Twitter’s contribution to their business.

10 Lessons From Mom To Make You A Better B2B Marketer

Digital B2B Marketing

Help, don’t sell, in these situations. B2B marketing can quickly become complicated. Scoring leads, establishing marketing automation, building thought leadership, creating demand… it isn’t easy. Far too often, the complexity masks the important foundational elements.

An Inconvenient Truth: Your Advertising is Invisible

Digital B2B Marketing

They are simply one more quality indicator and data point that may help explain results or behavior of media partners.

How To Avoid the Biggest Pitfall of Progressive Profiling

Digital B2B Marketing

Each response helps to build a more complete profile, but it isn’t critical information. According to Google, progressive profiling is “a method of asking questions incrementally, gathering more information about a prospect over time.”

Marketing ROI Is a Broken Metric

Digital B2B Marketing

Listen for Anecdotes : Do you get feedback from sales discussions or your partners that your marketing is helping (or hurting) their efforts? Your marketing makes me dislike you. In fact, it makes me, once a potential customer, reconsider if I should even do business with you.

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Selfless Giving and Selfish Companies: A Social Media Conundrum

Digital B2B Marketing

Answer a question or help meet a need that is completely unrelated to your business. You might be surprised how you can help the people you want to connect with. Soon, although the reasons will be selfish, you just might authentically want to help your audience. Gifts.

Marketing Gimmicks versus Value: A Disappointing Example

Digital B2B Marketing

An Empty Promise As a marketer, my question was: can Triscuit help me grow a better garden? B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus.

12 Surprising B2B Marketing Spammers on Twitter

Digital B2B Marketing

Clients of the marketers are also included in some cases to help show these at least appear to be legitimate and serious businesses. Yesler is a B2B marketing agency from @Projectline that helps technology companies deliver predictable revenues, sustainable growth, and measurable results.

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

If someone is on a surfing site, getting them to watch a video about help desk management software is a huge ask. Programmatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. But it isn’t ready yet for today’s B2B marketer.

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B2B Email List Guide: Buy, Rent or Build Your List

Digital B2B Marketing

Or let me know if you need help selecting the best path. Whether you want to promote your upcoming webcast, send a multi-channel campaign, or give your telemarketing team a list of contacts to call down on, it starts with a list. So should you rent, buy or build an email list?

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The Mobile App Your Marketing Needs

Digital B2B Marketing

” To help answer that question, we need to dive beyond the popular mobile headlines. According to Nielson , smartphone users spend 87% of their time with apps, and just 13% of time with the mobile web. Last quarter, 41% of Facebook’s revenue came from their mobile user base.

2012: The Opportunity for the Few in the Year of More

Digital B2B Marketing

Can marketers help? Your Turn Are you planning to personally simplify in this Year of More (the Amazon scenario above is personally appealing to me), or how can you as a marketer help your customers to simplify?

Inbound Marketing vs Outbound Marketing: The Real Difference

Digital B2B Marketing

Two additional posts that can help you get started: 10 Ways to Kickstart Your Inbound Marketing Program Become An Inbound Marketer Without Creating (or Curating) Content Your Turn What keeps you from making the switch to inbound marketing, or have you already made it?

4 B2B Marketing Myths

Digital B2B Marketing

Could social media help his business in the next three years? The B2B marketing community has become so focused on the journey they have lost sight of the destination. The purpose of B2B marketing is not leads, relationships, content or branding.

Content Marketing Advice: Stop Competing with My Children!

Digital B2B Marketing

Marketers are competing for attention instead of helping us focus our attention on our priorities. Today, marketers are locked in a battle for attention. As individuals, we are flooded with more marketing messages than we can consume. Getting our attention requires something exceptional.

Is Your Content the Pretty Lady or the Old Hag?

Digital B2B Marketing

Since perspective can be difficult to judge, here are three indicators you should get independent help: You don’t know what your weakest content is. Sure, your content is excellent. It is unbiased, educates and provides valuable advice and perspectives.

CRM Retargeting: The Shiny New Advertising Tactic?

Digital B2B Marketing

Reach Influencers Do you work with analysts, press, investors and others that can help spread your news? What if banner ads could become as targeted and relevant as emails? One of the emerging trends in online advertising promises to make this possible.

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