Digital B2B Marketing

SEPTEMBER 24, 2013

With two changes announced in the last week, Google is moving to control all online data, from the data used by today’s most innovative online advertising companies to the data B2B marketers need for simple microsites to work effectively. Announcement Two: Google Is Shutting Off Organic Search Keyword Data.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

JANUARY 31, 2012

Your Sales Organization. If your sales organization is not ready to sell your new offerings, your marketing will not solve the problem. This may seem like a small business or startup problem, but it can be seen in a wide range of organizations. Next, check that the sales organization is ready. Your Product or Service.

Business 100

Business B2B Sales Paid Search Agency Startups 100

Digital B2B Marketing

MARCH 22, 2012

Do Your Post-Mortem First When things are still going good, grab a couple people and start working out the things that can possibly go wrong. If not, look at your organization and make the changes necessary that allow you to change course as needed. If the only constant is change, why does change so often take us by surprise?

Planning 100

Planning Course Resources Twitter 100

Digital B2B Marketing

AUGUST 2, 2011

Strategic planning is time intensive and requires people who are already in high demand in your organization. Since strategy cannot be definitively proven right, getting alignment around a strategy may be a challenge in your organization. Not every organization has people familiar with strategic planning. Time and resources.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

APRIL 11, 2013

Here is the real problem: organizations are not on board with content marketing as a core B2B marketing initiative. Your organization was on board when it was cheap, when you could drive results with thoughtless blog posts slammed out in 10 minutes or created by an offshore SEO company. Content was a supporting element only.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

AUGUST 22, 2013

Unfortunately, many B2B marketers are working with personas that do more harm than good. And prospects that work with your competitors don’t go through their day terrified, while your customers sit on cloud nine popping bonbons all day. Here are some of the most common problems I see. The Funhouse Mirror Persona.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

OCTOBER 1, 2013

We want to know that we are doing good work. Your own results are the only benchmark that really matters for your organization. We like to measure ourselves against something. Is my my email click rate good? Is my search conversion rate where it should be? Is my brand lift above average? Ummm, but what are you comparing yourself too?

Advertising Benchmark 100

Advertising Benchmark Click Rate Sample Statistics 100

Digital B2B Marketing

APRIL 25, 2012

If my goal was to promote Babcock & Jenkins , the agency’s work would be more prominent on this blog, but my overall activity would be very similar. If Triberr works for me in this context, it can work for individuals in your organization as well.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

JUNE 11, 2014

No wonder 8 in 10 CEOs don’t trust the work marketing is doing. If I’m looking for a computer, search for Dell, click the top organic result and buy a new laptop, is search the reason I bought a laptop from Dell? Many even count the same results twice, all to show that marketing is contributing to results. Branded search.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

OCTOBER 13, 2011

It takes longer than driving and your travel companions are not always ideal, but for many of us that work downtown, TriMet is a better overall value and experience than driving and parking. Like any organization, TriMet has room to improve, but we won’t see large comfy seats or meal service on TriMet. About Eric Wittlake.

Service 100

Service Training Twitter B2B Marketing 100

Digital B2B Marketing

OCTOBER 15, 2013

Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted and then organically spread. Alternatively, check out the work BlitzMetrics is doing for some B2B marketers. On sites like Reddit and StumbleUpon, your traditional content may be unwelcome and your form simply won’t work.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

OCTOBER 13, 2011

It takes longer than driving and your travel companions are not always ideal, but for many of us that work downtown, TriMet is a better overall value and experience than driving and parking. Like any organization, TriMet has room to improve, but we won’t see large comfy seats or meal service on TriMet.

Service 100

Service Training Twitter Cost 100

Digital B2B Marketing

AUGUST 27, 2013

Below are organic search results for three B2B marketing oriented searches. Even though the number of monthly posts has dropped, and with that, the monthly work that goes into publishing, traffic continues to steadily increase. And it is why you need to start now, before all of your competitors get their old content established.

Content Marketing 100

Content Marketing Content Inbound Marketing Search Marketing 100

Digital B2B Marketing

AUGUST 20, 2013

An increase or decrease in traffic from advertising campaigns is far less important than a change in organic and referral traffic. Is Your Sales Process Working. Yes, this is a gross generalization, but all else equal, increasing traffic is a very good sign for your business. Pay attention to where traffic is coming from.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

JUNE 28, 2012

This is why sales people with existing relationships are recruited and account managers work to develop personal relationships with clients. Identify Potential Prospects Sales is the first stop for relationship building in many organizations, but who should sales focus on?

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

JULY 26, 2011

Organic is good, whole foods, raw foods and live foods (such as yogurt and kombucha) are even better. I enjoy working through conceptual problems and tend to digress to the theoretical. I work with B2B clients on media and integrated marketing programs. For an example of this influence, see the bio I use on Twitter.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

MAY 29, 2012

Scenario 1: Growing an Account Without Intros You work with one division of a Fortune 50 company and are looking to grow the account into other divisions. All of the discussion and setup happened on Twitter, so the scenarios and responses are light by necessesity, yet they show a range of very specific possible solutions.

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

JANUARY 10, 2012

In their report, DemandGen also includes a number of recommendations to improve B2B email list purchases: Work with multiple data or list sources. I would rather see a company build their list organically over time, creating a list of people that have opted in specifically to hear from them.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

MAY 1, 2012

Here are social platforms to consider: Twitter StumbleUpon Digg Slideshare YouTube Facebook LinkedIn Although Facebook and LinkedIn may be core to your long-term inbound marketing program, you cannot emulate organic social media sharing with paid programs on these sites nearly as well.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

JULY 28, 2011

Unfortunately, this approach doesn’t work with social media today. Organizations that embraced social media two years ago, on faith or based on direct measurement, have a huge head start. I work with B2B clients on media and integrated marketing programs. Here’s why: Scale. The Challenge. About Eric Wittlake.

Social Media 100

Social Media Media CMO Marketing Mix 100

Digital B2B Marketing

JULY 14, 2011

Company 3 is an example of what happens when marketing is charged with positioning a company as a thought leader without support of the broader organization. I work with B2B clients on media and integrated marketing programs. About Eric Wittlake. I am a digital and B2B marketer with a background in online media and analytics.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

AUGUST 9, 2011

Below are three steps you can take to begin breaking down these barriers in your organization. Both authority within the organization (seniority) and the respect of the marketing department as a strategist are critical. I work with B2B clients on media and integrated marketing programs. Sell the Value. Assign an Owner.

Barriers 100

Barriers Planning B2B Marketing Advertising Agencies 100

Digital B2B Marketing

NOVEMBER 7, 2013

Lattice Engines has become a recognized name in B2B marketing circles and works with a number of big names in B2B marketing, including Dell, NetApp, Kronos, CA, Adobe, Bank of America and more. Meetup Organizer in NYC | #PR #contentmarketing. Managed by @AmandaMaks. cooperatize. 603 favorites per day. priceintel.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

MARCH 4, 2014

By slowly building an audience for multiple individuals in the organization, each individual will naturally lean towards different topics or types of content. This approach will work well for companies that insource their content marketing and have individuals publishing under their own names already. A group approach.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

APRIL 14, 2011

It took less than 10 seconds for the perception they had worked to develop over nearly two years to unravel. Two other people in the organization read the lines above and didn’t speak up. I experienced this earlier this year. A vendor inadvertently forwarded an internal email chain. And it was damning.

Paid Search Agency 100

Paid Search Agency Companies Opinions Vendors 100

Digital B2B Marketing

FEBRUARY 16, 2012

Demand generation: the practice of creating demand for an organization’s products or services through marketing. Unfortunately, it doesn’t work that way. Instead, lead generation and demand generation work together in sequence. The direct outcome of lead generation is new contacts available for sales or marketing.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

JUNE 7, 2012

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. Activity intended to improve organic search rankings. Is there an abbreviation or acronym you see regularly in B2B marketing that isn’t listed here? SEM : Search Engine Marketing.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

FEBRUARY 27, 2013

However, establishing thought leadership is a common objective and many B2B marketing organizations continue to work within a campaign framework. Jamie is the person in your organization that is passionate about your area of focus and can fake his or her way as a thought leader for an extended period of time. Identify Jamie.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

APRIL 4, 2011

In fact, you may find it works much better in some of these areas than on its own. Stop only looking for results in your social media program, look for results that meaningfully contribute to your overall organization by giving social media the attention and integration it needs.

Social Media 100

Social Media Media Budget Programs B2B 100