Digital B2B Marketing

6 Ways B2B Marketers Are Falling Short Today

Digital B2B Marketing

We are just cluttering our minds and our desks with information that is far more interesting than useful. 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. That I’m not doing enough.

How We Systematically Overvalue Content Consumption

Digital B2B Marketing

They will download a dozen reports looking for one nugget of information. Well, their lead score leaves a lot to be desired… Sure, all else equal, someone consuming more specific information about your offering is a better prospect. Let’s get right to the point.

Trending Sources

LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

Initially, you will need to carefully include links to additional relevant information directly in your article and you will not be able to rotate out links or promotions the way you can on most sites. LinkedIn has gone Tumblr on us and B2B content marketers are drooling.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

If you are asking for someone’s email in exchange for content or information, you better be ready to followup with additional content that is useful, entertaining or timely.

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How To View Any Profile On LinkedIn

Digital B2B Marketing

and you get a profile page with basically no information. For Eric Cantor again, here is the cached search results page, showing significantly more information than the typical LinkedIn search results page offers. I’m sure it has happened to you too.

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Five Biggest Infographic Mistakes Marketers Make

Digital B2B Marketing

Instead of making information easier to consume, many infographics make it harder to understand the information they present or even outright mislead. In particular, look at the environment key below and map that information in the infographic.

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

Digital B2B Marketing

To maximize the traffic benefits, you need the Google+ account that shared the information to be an account your audience trusts. Of course Ford Motor Company has shared information about the new Ford vehicles and Ford.com.

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Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

In order to delight, inbound marketing must deliver something valuable, from information to entertainment, to your audience, and deliver it well.

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Understanding Intent Behind Content Consumption

Digital B2B Marketing

Your broad category content, the content that often pulls in the largest audience, gives you very little information on its own about the individual’s intent. Your highly focused, long-tail content provides the most information about intent, yet it reaches only a small audience.

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Why Good Content Delivers Bad Leads

Digital B2B Marketing

It educates and informs. But embrace the fact your content draws an audience looking for the information you are offering! Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content.

The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

However, if they already know and respect your company, they are far more likely to give you the courtesy of a couple minutes and information that may be valuable down the road, even if they are not ready to purchase today.

LinkedIn Now Tracks You Across The Web [And Flaunts It]

Digital B2B Marketing

Will LinkedIn allow this information to be used by advertisers? Will LinkedIn use this information to refine the companies to follow suggestions, boosting company following and increasing the value of corporate social media activity on LinkedIn? We know companies track us across the web, but most companies don’t make the tracking obvious. LinkedIn, in quite a departure, is showing right on the homepage the company websites you have visited.

Social Sleuthing: Who is Sharing Your Content: Twitter & LinkedIn Edition

Digital B2B Marketing

A future post will outline how to find who is sharing your information on Google+, Pinterest and Facebook.

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.

Social Media Does Not Influence B2B Buyers

Digital B2B Marketing

Social Informs and Connects In the same research, 84% of respondents report using social networks to keep up with trends and stay connected. Opportunity: Inform and deliver value in your B2B social media program.

Three Reasons Content Curation is Overrated

Digital B2B Marketing

Done well, it can make you a recognized resources for news and information and keep you in front of your audience. You respect their opinion of sources and value the skill they have at discovering and delivering the right information.

How Account Based Advertising Really Works

Digital B2B Marketing

Then we turn around and give them a wealth of other information, all of which serves you, the marketer and advertiser, when it comes to targeting ads. 2015 seemed like a breakout year for account-based advertising, with a flurry of account-based advertising offerings hitting the market.

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

The problem is, one is focused on changing the audience’s perspective, the other is focused on capturing their information. Lead generation: collecting registration information, often in exchange for content, in order to build a marketing database for email or telemarketing followup.

Three Data Opportunities B2B Marketers Are Missing Today

Digital B2B Marketing

Use third-party data about visitors here to deliver information that is more likely to be relevant to each visitor. You need to clean up your data and append information that enables relevant segmentation.

Pinterest: Who Pins Your Content & How Much Traffic Do They Drive

Digital B2B Marketing

Here is how to get the same information about Pinterest, even if you aren’t using Pinterest. Once you identify who is sharing your information, you can identify specific boards and people you should be following or even reaching out too.

7 Step Guide To Creating Perfect Content

Digital B2B Marketing

Is it just me, or do you see a sea of content today that is just ok, that might have one or two small nuggets (at best) but does little to educate, inform or inspire versus the time you spend finding and reading it?

Why Content Curation Is Not The Answer

Digital B2B Marketing

By consistently and carefully curating over time, become the source your audience looks to for the news and information that matters to them. The biggest problem in B2B content marketing is that it requires content.

B2B Marketers Are Turning Away Prospects

Digital B2B Marketing

Doing it effectively requires creating content prospects want in a format that is easy to engage with while capturing the information you need. Informing Is Not Selling Your content should solve your prospects problems, not deliver a sales pitch.

Stop Being a Transactional Content Marketer

Digital B2B Marketing

We will also give your information to our green sales team and tell them to go close the deal now Now NOW as part of our commitment to make it as easy as possible for you to buy. I wanted a data point (a quote, if I recall) and gave my information. Free white paper! Free webinar!

Advertising, Big Data, and Google’s Moves To Own It All

Digital B2B Marketing

A new type of advertising technology player will emerge, one that manages access to tracking information for networks and gives users the ability to manage their own data within a publisher environment they already visit. Google just made two major announcements.

B2B Marketers Are Begging For Bad Data

Digital B2B Marketing

You have seen the registration forms that go on and on, asking for information about an individual’s role in the buying process, project budget, timeline and more. Only 10% of individuals are willing to provide information beyond basic contact details for a webcast.

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3 Common Problems with B2B Marketing Personas

Digital B2B Marketing

Instead of unique and useful insights, you will be capturing information that could be had far more cost effectively by just reading 20 job descriptions on Craigslist. Developing personas is one of the first steps recommended by many B2B marketers.

One change that dramatically improved B2B marketing results

Digital B2B Marketing

Despite the magic of marketing automation and the ability to collect information on every mouse movement on every page of our sites, we only get a tiny window into the lives of our prospects. You can’t rely on your own data.

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The Dark Future of Native Advertising

Digital B2B Marketing

An uninspiring repetition of the information we already have. valuable) information in a space many might see as boring. Native advertising, and specifically native publishing programs, will struggle in the future.

New Research: B2B Content is a Dead End

Digital B2B Marketing

Today, many large B2B marketers are putting a stop to the conversation and cutting off prospects ability to continue finding additional information when potential customers get to their best content. Five white papers did not include links to an appropriate product page for more information.

7 Steps to Find Your Content Marketing Sweet Spot

Digital B2B Marketing

Up until here, this is hopefully information you already have. You are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content.

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6 QR Code Mistakes Marketers Make

Digital B2B Marketing

Yes, QR codes can offer a convenient alternative to URLs or contact information, but stop making these QR code mistakes. When you scanned it (yes, I did, I was so floored by the execution), you went to a page with a flash video providing more information. I was sitting in a conference hall and everyone around me had a smartphone, tablet (often with a keyboard) or laptop out. The title on a sponsors flyer on the table caught my attention.

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Mute Represents Everything Wrong with Twitter Today

Digital B2B Marketing

For more information on how I use filters in Twitter, see Putting the Conversation Back Into Twitter and Beyond Lists: Use Filters to Manage Twitter. Finally, you can mute on Twitter. Everything that’s wrong with Twitter has been fixed confirmed.

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

Digital B2B Marketing

Of course, information about this offering is available in a SlideShare deck, embedded below. If you are in B2B advertising, you cannot ignore LinkedIn.

7 Nurture Programs You Need To Have

Digital B2B Marketing

Anyone that engages with you for the first time but that you have limited information about should be placed in a welcome track program. Despite the capabilities of modern marketing automation platforms, many B2B marketers still approach nurture with a short term mindset.

B2B Marketing and the Cheap Tchotchke Mistake

Digital B2B Marketing

I was astounded by the number of branded products with no information about the company. At a recent conference, I returned to my room to a bag full of tchotchkes from sponsors. Most went straight into the trash.

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The Future of Marketing Is Extreme

Digital B2B Marketing

Extreme Value Marketers will become publishers or provide free services, offering better information, tools and services to their target audience in order to capture attention. Louder. Bigger. Sexier. Shocking And just maybe: More Useful We are inundated by marketing today.

#NewNewTwitter: A New Opportunity for Marketers

Digital B2B Marketing

Use Photos and Videos Liberally The integration of photos and videos effectively allows you to share significantly more information directly on Twitter with a single tweet. Twitter announced a new interface, rolling out over the next few weeks, this morning.

Marketers Are Dramatically Underreporting Results from Twitter

Digital B2B Marketing

Below is a screenshot of the custom Google Analytics filter I am using to capture this information. B2B marketers are undervaluing Twitter’s contribution to their business.

10 Lessons From Mom To Make You A Better B2B Marketer

Digital B2B Marketing

Today, case studies, award submissions and product information are ripe with claims that stretch the truth to the breaking point. B2B marketing can quickly become complicated.