Digital B2B Marketing
MARCH 15, 2012
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. The new definition: Inbound marketing is marketing focused on being found through the recommendation of others and delighting everyone that finds you. As inbound marketing evolves, the components also need to change.
Elegant BI
MARCH 30, 2012
BI Strategy Map: Transform the Long and Winding Road into the Road to Success! The English language is strange! We interpret words based on what they SEEM to mean. Business Intelligence (BI) is NOT a business that can think, and a Balanced Scorecard doesn’t mean that two teams have a tied score! In the world of BI and Balanced Scorecards, a Strategy Map is NOT a map of a country named ‘Strategy’, it is a map designed to help us monitor and achieve success.
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Digital B2B Marketing
MARCH 28, 2012
I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey. Multiple B2B publishers are pedaling this misinformation and as B2B marketers struggle with content marketing, it is diverting their focus. Here is one example from TechTarget : eBooks are earlier than white papers which are earlier than virtual trade shows?
Digital B2B Marketing
MARCH 21, 2012
We just welcomed our third son, Caleb, into our family. Over the last few months, I have been thinking about the world he is coming in to, how it is changing and what marketing, one of my focuses, will look like as grows up. Innovation is happening so quickly that predictions like this are a fool’s errand, but for the sake of Caleb and discussion, here are trends I see that I believe will continue to carry through the next 18 years.
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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.
Digital B2B Marketing
MARCH 19, 2012
Inbound marketing is a clear trend in B2B marketing. In fact, Sirius Decisions, a research firm focused on B2B markets, predicts more than 75% of leads will be sourced through inbound channels by 2015. What are the key challenges to B2B inbound marketing, how does inbound marketing change the type of content B2B marketers need to create and what tools are critical to inbound marketing?
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Digital B2B Marketing
MARCH 7, 2012
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. Delight those that find you. According to Hubspot , a leader in inbound marketing, the definition of inbound marketing is “ marketing focused on getting found by your customers. ” The most common functional definition of inbound marketing is the combination o
Digital B2B Marketing
MARCH 22, 2012
As a marketer, you have carefully established plans. But are you ready for when things don’t go as planned? Our son, Caleb, was born last weekend, but we expected him more than a week earlier. Although births are rarely predictable, we had attempted to plan, and our plans were completely thrown off. As marketers, things often don’t go as we expect.
Digital B2B Marketing
MARCH 1, 2012
Comscore recently issued a release showing 31% of banner ads from a sample of advertiser had no opportunity to be seen. The problem is, advertisers often do not know where their ads are running. Increasingly, marketers don’t know where their content is either. B2B technology marketers running lead generation programs are finding their content or offers on a wide range of sites they never intended to place their content on, yet they are paying $20 to $60, or more, every time someone downloa
Elegant BI
MARCH 14, 2012
BI Partnership – The Smartest Move I Ever Made! As you’ve probably deduced, I work in the world of technology. I have learned over the decades that we can’t be good at everything! While we are focused on one technology or IT consulting strategy, project or market segment, the world is moving on and, before we know it, we are behind the competition. We want to offer our clients the best available services and knowledge.
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Digital B2B Marketing
MARCH 13, 2012
The latest report shows Pinterest now drives more traffic than Twitter. You may want to know not just how much traffic Pinterest is driving but also what users are pinning your content and driving the most traffic. Fortunately for marketers, Pinterest is one of the easiest platforms to track. Recently I published tricks I have learned to discover who is sharing your content on Twitter and LinkedIn and how much traffic each is driving.
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