March, 2013

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Getting Out of the B2B Lead Generation Trap

Digital B2B Marketing

Most B2B marketing organizations miss the biggest opportunities to impact their business because they have not identified the right goals. Why isn’t business coming out of your ears? Dig into that question, ask why of every answer or assumption you come up with, and you will eventually get to the root challenge and the basis for goals that can move your business forward.

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Bring Business Forecasting Out of the Basement and Shed Some Light on Predictive Analysis

Elegant BI

Bring Business Forecasting Out of the Basement and Shed Some Light on Predictive Analysis. Ever visit the offices of the analytical team that does your business forecasting? In the old days, you took the elevator to the bottom floor and walked down long halls containing boxes of files. When you entered the room, you found weary people slaving over spreadsheets and mumbling, ‘who knows’ and ‘anybody’s guess’.

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7 B2B Advertising Opportunities You Are Probably Missing

Digital B2B Marketing

B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising. However, many B2B marketing groups are continuing to use the same targeting options they mastered in print and direct mail, simply applied to newer digital marketing tactics. Today, B2B marketers have many new options available.

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B2B Marketing and the Cheap Tchotchke Mistake

Digital B2B Marketing

At a recent conference, I returned to my room to a bag full of tchotchkes from sponsors. Most went straight into the trash. Filling my hotel room with cheap junk is not a good way to make me think fondly of you or your product. When you are marketing a marketing service to marketers, the bar is even higher than it is for most B2B marketers. Your marketing will be seen as an indicator of the quality of your marketing service.

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Are Your Impact Comms Resonating With Stakeholders?

Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.

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Do You Trust Your Content?

Digital B2B Marketing

Looking at most B2B marketing, the answer is clearly “no, you don’t.” You do not trust your content to tell your story, grow your audience or sell your solutions. Instead, you put your trust in your outbound marketing and sales process. Don’t trumpet your content as your communication king, as the key way you connect with your audience, if the real way you connect with your audience comes after they fill out a registration form.

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

Digital B2B Marketing

If you are in B2B advertising, you cannot ignore LinkedIn. With great reach (#22 US site in January 2013 according to ComScore ), extensive profile data actively maintained by the audience and granular targeting options, LinkedIn is a powerhouse in the world of B2B advertising. So when LinkedIn introduces a new advertising option, as a B2B advertiser, you need to pay attention.

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Are Machines the Future of Marketing?

Digital B2B Marketing

The idea that someday the CEO or Head of Sales will click a few buttons to set objectives, budget and timing and a machine will create and execute a marketing plan seems pretty far-fetched. When IBM’s Watson can tackle healthcare issues , marketing advice from machines doesn’t seem so unlikely anymore. As marketers, we will soon be the managers of the machines that are managing our marketing.

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An OEM Partnership with BI/CPM Solution Provider Will Make Your Customers Think You Know it ALL!

Elegant BI

An OEM Partnership with BI/CPM Solution Provider Will Make Your Customers Think You Know it ALL! So, you think you know it all? I know you’re smart, but you can’t possibly be an expert at EVERYTHING. Consider how much you THINK you know about software development and about Business Intelligence software development. Maybe you understand Business Intelligence, forecasting, reporting, sensitivity analysis and other BI techniques to plan for business results and analyze performance.