Digital B2B Marketing

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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!

How We Systematically Overvalue Content Consumption

Digital B2B Marketing

B2B marketers today are not optimizing programs to reach and engage their best prospects. Who does that mean we are really optimizing our marketing for? Content content marketing lead scoring measurementLet’s get right to the point.

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.

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.

7 Inspiring B2B Marketing Campaigns

Must-See Examples of Marketing Success That You Can Replicate

Why Most B2B Marketing Efforts Are Wasted

Digital B2B Marketing

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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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.

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.

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.

B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. Marketers need to take the. marketing, revenue.

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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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.

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.

B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. Marketers need to take the. marketing, revenue.

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.

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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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.

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?

B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. Marketers need to take the. marketing, revenue.

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.

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.

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.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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.

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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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 (HelloBloggerz.com 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.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

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.

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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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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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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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

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.

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.

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.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all