Digital B2B Marketing

5 2015 Predictions Only a B2B Marketer Would Care About

Digital B2B Marketing

Influencers will see through the marketing pitch and turn on companies that treat them like mouthpieces for hire, exposing shortcomings in their product or in how they are being treated. It is that time of year again.

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B2B Marketing’s Measurement Problem

Digital B2B Marketing

Assess the change in perception of your brand or product as well as the overall intent to purchase using attitudinal research (aka brand studies). No one makes a million dollar decision based on one white paper, one email or one Google search. The buying process may take 12 to 18 months.

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5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

You also provided content that supports the sale and likely established the initial overall perception of your company and product with the audience. You have a lead generation program. An influencer program. An advertising program. A marketing automation program.

Old Content is the King of Content Marketing

Digital B2B Marketing

Age was determined using a variety of factors for pages that were not dated, including the content of the page itself, for instance pages referring to the beta launch of Google+ would have been labeled old, and the age of the domain for home pages or product pages.

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

5 Key Elements of Modern Inbound Marketing

Digital B2B Marketing

Public Relations Journalists or analysts may not directly recommend your product, but when they cite your research, practices or case studies, they are indicating that what you are producing is worth reading, considering or discussing.

A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

Your focus needs to align with your audience’s focus and priority, not just your product and offering. Situation: Your B2B company is not seen as a thought leader in your industry.

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Demand generation: the practice of creating demand for an organization’s products or services through marketing. The direct outcome is your audience is more likely to purchase your products or services.

Three Reasons Content Curation is Overrated

Digital B2B Marketing

You are reinforcing someone else’s thought leadership With positive vendor profiles increasingly available for a fee and an increasing number of smaller firms that even provide product reviews, analyst content has lost much of its lustre.

B2B Marketing Meets Video: Insights from 21 Marketers

Digital B2B Marketing

Last week for #B2Bchat I moderated a discussion on video in B2B marketing, including why B2B marketers should care , how to get started, production quality and tools and resources. Hardware and software recommendations from participants are included below under Recommended Tools and Products.

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7 Characteristics of Tomorrow’s Best B2B Marketers

Digital B2B Marketing

You must understand and appreciate the importance of finance, sales, talent management, supply chain, product development and more to the business. If you are looking for another article that lists search, social media, persona development or lead management, this is not it.

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B2B Marketing and the Cheap Tchotchke Mistake

Digital B2B Marketing

Filling my hotel room with cheap junk is not a good way to make me think fondly of you or your product. The promotional product business was a $15.6 Save the t-shirts and other wearable products for your booth, not a gift bag.

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No, Content Will Not Kill Advertising

Digital B2B Marketing

At one end might be the experience someone has using your product or service as you intended. Each has a role to play in creating and shaping opinions of your company and product. Advertising is dead (again). The latest killers are the social media and content marketing stars.

You Are Not Building a Community

Digital B2B Marketing

As you get to know the people of your town, you start offering new products; products that meet their needs. Picture an old town. There is a town square, a general store, a watering hole or two in the town center and homes scattered beyond. People know each other.

New Research: B2B Content is a Dead End

Digital B2B Marketing

Five white papers did not include links to an appropriate product page for more information. According to research from the Content Marketing Institute , B2B marketers are now spending 26% of their budget on content marketing.

Why The Analysts Are Wrong About Twitter’s Ad Platform

Digital B2B Marketing

According to a report from InPowered and Marketing Evolution , when compared to a baseline control group, people who read “expert earned media had a 58% lift in purchase consideration and a 68% lift in likeliness to share info about the product with others.”

5 Lies About Easy Ways To Create Content

Digital B2B Marketing

If you are looking to present your perspective and incorporate your unique value proposition, you can outsource writing or production activity but the briefing and integration requirements are still significant. There are easy ways to create good content, right? Sorry.

20 B2B Marketers Losing their Brand on Pinterest

Digital B2B Marketing

Companies like HubSpot, Constant Contact and General Electric illustrate a range of ways B2B marketers can begin experimenting with Pinterest around products, content, events and culture. Pinterest is the marketing flavor du jour. Media and press are tauting the ability of Pinterest to drive traffic and the time spent on Pinterest. Many B2B marketers do not have any presence on Pinterest. In my search for major B2B marketers on Pinterest, I only found a handful using it actively.

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10 Lessons From Mom To Make You A Better B2B Marketer

Digital B2B Marketing

Don’t Stretch The Truth Your product really does that? Today, case studies, award submissions and product information are ripe with claims that stretch the truth to the breaking point. Productivity you have lost is lost for good.

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What Online Marketers Know About You

Digital B2B Marketing

Advertising will tell us about the products we want to know about, give us a direct path to the content we need and provide access to discounts on products we want. Even stretching it, there were only 6 products out of about 100 that our family would consider occasionally purchasing.

The Trick to Seeing Through Marketing Statistics

Digital B2B Marketing

I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. They didn’t just notice it or remember it, but nearly half of potential buyers that watch a video actually bought a product because of it!

Is Twitter Using Research to Mislead Marketers?

Digital B2B Marketing

” Fixed: “A significant improvement in the quality of your product improves word of mouth and increases sales.” “Overall, a 30% increase in positive Tweets is four times more effective in driving sales than a 30% increase in existing above-the-line advertising.”

Are Machines the Future of Marketing?

Digital B2B Marketing

What if you could create a template for an ad, dynamically create hundreds of versions for different audiences, products or messages, and then have an algorithm optimize your creative, determining the best performing version for each audience?

5 B2B Marketing Mistakes That Are Hard To Avoid

Digital B2B Marketing

Do you incorporate feedback into your marketing and your product? The hardest mistakes to avoid are the ones that initially look like the right decision. We all make mistakes.

Does B2B Social Media Work? That’s the Wrong Question

Digital B2B Marketing

What other “does it work” debates need to be replaced by a more productive conversation? It is a common question, and starting point for (normally) friendly debate, in B2B marketing. Does X really work for Y? Does social media work for B2B? Does newspaper work for real estate?

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4 B2B Marketing Scenarios: One Size Does Not Fit All

Digital B2B Marketing

Your product has a number of elements that differentiate it, but your buyers are relatively unsophisticated about the category and it is not a priority for them to learn more about it. How do you drive demand for your product?

Marketing Gimmicks versus Value: A Disappointing Example

Digital B2B Marketing

B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus. Omniture (now Adobe) wants to be a leader on driving business results with digital marketing, not just measurement.

7 B2B Advertising Opportunities You Are Probably Missing

Digital B2B Marketing

You can also include competitors products that may be restricted in traditional search. B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising.

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Why Inbound Marketing Will Cost More

Digital B2B Marketing

The utility (value) of perfect substitute products will eventually be equal as demand shifts from one product (outbound) to another product (inbound) in order to equalize value. Inbound marketing leads, according to Hubspot, cost 62% less than leads from outbound marketing.

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Become An Inbound Marketer Without Creating Content

Digital B2B Marketing

If you have a freemium product model, if you offer referral bonuses or if you have a collection of free tools, then you have probably realized that inbound marketing does not have to center on your own content. Affinity Is there a strong community around your product?

Why Lead Scoring and Personas Need To Be Connected

Digital B2B Marketing

You expect decision makers to attend your webcast or view your product demo when your persona indicates they rely on the recommendation of their team for more technical aspects of the evaluation. Lead scoring and personas are popular topics in B2B marketing.

9 Tips for Content Marketing in an ADD World

Digital B2B Marketing

How can B2B content marketers, who are often marketing complex products and need to share a meaningful level of detail, be effective in this environment? Distraction is constant in our technology and communication-fueled lives.

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Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Connect to your audience through their priorities, not your product offerings. Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day.

Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Connect to your audience through their priorities, not your product offerings. Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day.

Why Your Content Will Never Be Good Enough

Digital B2B Marketing

In content marketing, your competitors are not just product competitors. You are sunsetting a product and dictating to your clients that they need to upgrade. Quite simply, the marketing content you create will never be good enough.

4 Problems Killing Thought Leadership Marketing

Digital B2B Marketing

Thought Leadership Isn’t About You Marketing organizations are instinctively focused on their product, message and position. Real thought leadership needs to exist on its own, independent of your company and product. Thought leadership and “Product X is the fastest in its class” should never coexist in the same space. This is a position that creates differentiation for a company, before getting to any individual product or service.

Is Your Business Ready for Marketing?

Digital B2B Marketing

Your Product or Service. Product and Service Readiness Similarly, sales cannot sell an offering that your are not ready to deliver on. Products that are released before they are fully tested, if sold, undermine the trust sales has developed with your customers.

What Will Marketing Look Like in 2030?

Digital B2B Marketing

From real time social media response campaigns to retargeting ads pitching products we looked at only moments before to traditional intercept marketing at malls or resorts, marketers will continue to interrupt what we are doing to get our attention.

The Mobile App Your Marketing Needs

Digital B2B Marketing

One thing is immediately clear reading this list: every application here delivers a core service of a company or product. According to Nielson , smartphone users spend 87% of their time with apps, and just 13% of time with the mobile web.

Inbound Marketing for B2B: Discussion Recap

Digital B2B Marketing

Rallying an organization accustomed to producing product information sheets, webcasts and white papers around creating content that is optimized for search, easy to consume, timely and worth sharing is a difficult organizational change. Inbound marketing is a clear trend in B2B marketing.

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