Digital B2B Marketing

6 Ways B2B Marketers Are Falling Short Today

Digital B2B Marketing

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. Sure, marketing is changing faster today than it did yesterday. It doesn’t matter how fast marketing is changing!

LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

LinkedIn has gone Tumblr on us and B2B content marketers are drooling. B2B Content Marketing Will Flood LinkedIn. LinkedIn is already a must-have partner for nearly every large B2B marketing program. That means more competition for every marketer that gets involved.

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How to Solve the Marketing Skills Gap In Your Company

Digital B2B Marketing

A few weeks ago I was talking to Maureen Blandford about marketers, marketing technology, and the need for all of us to move faster. Our conversation turned to skill sets and the current digital and technology skills gap in marketing today.

5 2015 Predictions Only a B2B Marketer Would Care About

Digital B2B Marketing

Instead, here are my five B2B marketing predictions for 2015. Predictive Marketing Goes Mainstream. Predictive marketing is already a hot space, but it hasn’t hit its mainstream stride yet as a solution for B2B marketers to segment and prioritize leads for marketing and sales.

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation

B2B Marketing’s Measurement Problem

Digital B2B Marketing

It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? The problem doesn’t begin with marketing though. The conclusions are true because of the system marketers are working within.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

A marketing automation program. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. Since you are in B2B marketing, you probably want them to register.

Digital Marketing’s Massive Measurement Lies

Digital B2B Marketing

Digital marketers are getting hooked on reporting bigger numbers, but in the process your marketing may actually be making a smaller and smaller impact. Marketers are making a land grab, including in their reporting big swaths of results that were not driven by their marketing efforts.

Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

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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Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

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

Digital B2B Marketing

Have you felt like social advertising just wasn’t right for your B2B marketing? This looks like the most compelling social advertising offering yet for B2B marketers. Here are 7 reasons I believe this will be good for both B2B marketers and LinkedIn’s shareholders.

Five Biggest Infographic Mistakes Marketers Make

Digital B2B Marketing

It seems there is another marketing infographic hiding around every corner of the web, and it will probably fall well short of its potential. Here are 5 of the biggest infographic mistakes marketers make with an example of each.

No!! LinkedIn Just Went Klout On Us!

Digital B2B Marketing

There is no difference between a brand new coworker or sales contact and a client that has worked closely with me and has first-hand knowledge of my B2B marketing experience and skill set endorsing me.

Old Content is the King of Content Marketing

Digital B2B Marketing

Old content is the real king of content marketing. Old content is the reason content marketing takes so much time, in months or years of calendar time, not in hours of effort, to reach its potential. Below are organic search results for three B2B marketing oriented searches.

9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. Whitepaper All whitepaper means anymore is a PDF from marketing.

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

LinkedIn Just Went Into the Publishing Business

Digital B2B Marketing

Since LinkedIn has also been called the best social media site for B2B marketing, this is a change and you should care about. What Should Marketers Do With LinkedIn?

The Most Dangerous Opinion in Marketing: Yours

Digital B2B Marketing

How does your opinion influence your marketing activity? Has your personal experience with social media increased your perception of its marketing value? 31% of those same normal people disagree that brands should invest into their customers in social media, versus just 6% of marketers.

The Real Challenge for B2B Content Marketers

Digital B2B Marketing

B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%).

Change Is Overdue

Digital B2B Marketing

I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. The vast majority of marketers, and many individuals, are utterly failing to deliver what we expect from real media companies: Insight and perspective on the market.

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts

5 Key Elements of Modern Inbound Marketing

Digital B2B Marketing

Last week, I made the case for a new definition of inbound marketing , or as Michael Brenner ( @brennermichael ) called it in the comments, a “call to arms” for inbound marketers. As inbound marketing evolves, the components also need to change.

Two Killer Google+ Mistakes

Digital B2B Marketing

Here are two scenarios: I put you in my B2B marketing circle and you put me in your photography circle. Now my B2B marketing stream is filled with photography posts and your photography stream is getting my marketing posts.

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6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch. Inbound or Content Marketing.

The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. For most B2B marketers, it isn’t nearly enough.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

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

Digital B2B Marketing

Publications from mainstream (Mashable wrote “ get your Google+ brand page into as many influential people’s circles as possible “) to niche ( wrote “ brands need to invest more time into promoting their Google Plus brand pages “) are misleading marketers.

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4 out of 5 Marketers are Zombies! [Infographic]

Digital B2B Marketing

Like everything else in marketing, it lives on. Most marketers want everything around them to be dead. But the only thing dead in marketing are marketers. Marketers wandering the halls and invading meeting rooms. Marketers Repeat Over And Over Again.

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

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. Here are 15 hidden gems B2B marketers should be following. B2B Marketer and SiriusDecisions analyst.

7 Blogging Mistakes B2B Marketers Make

Digital B2B Marketing

It Smells Like Marketing Let’s face it, no one wants to be marketed too. See 7 Steps to Find Your Content Marketing Sweet Spot for tips on avoiding this. We have all seen the lackluster corporate blog. Some days, I wonder what went wrong.

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The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts

10 Things You Need to Know About B2B Mobile Marketing

Digital B2B Marketing

These are the same business decision makers and influencers your B2B marketing is targeting. Last week nearly 50 marketers joined #B2Bchat on Twitter to discuss the state of mobile marketing. 5 Reasons Your Marketing Needs to be Mobile 1.

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Understanding Intent Behind Content Consumption

Digital B2B Marketing

These are ways people find your content, and without them your content marketing would fail. B2B Content Marketing and Understanding Visitor Intent. Intent is what has made search an effective channel for so many marketers. How to Use Intent In Your Content Marketing.

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29 Signs You Need a Break From Marketing

Digital B2B Marketing

Over time, your role in marketing begins to permeate every part of your life. If more than a handful of these describe you, it is time to get to know, again, what the world beyond your marketing bubble is like. You attempt to decipher the intent behind marketing and advertising you see.

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4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue.

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. That's why we need to go beyond rational-logic based marketing to understand how our customers feel.

A New Definition for Inbound Marketing

Digital B2B Marketing

Inbound marketing is a hot topic in B2B marketing. However, as more B2B marketers grab the inbound marketing flag, many will miss the two keys to making inbound marketing effective: Be found through the recommendation of others.

Why Good Content Delivers Bad Leads

Digital B2B Marketing

Congratulations, you are a B2B content marketer. Somewhere along the line, marketers forgot that people get an education because of who they want to become, not who they are today. No, of course you don’t want to focus on just getting more leads that aren’t in your market.

B2B Marketing Meets Video: Insights from 21 Marketers

Digital B2B Marketing

Just over half (52%) of B2B marketers are now using video, a 27% increase over the year before. However, that means nearly half of B2B marketers are not using video yet. Here are two of the easiest opportunities for many B2B marketers to execute on: Repurpose existing content.

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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. Yet this is exactly how most B2B marketers approach lead generation today! Instead you care about the number of marketing sourced leads.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid