Digital B2B Marketing
JULY 31, 2012
B2B marketing is complex. Sales cycles are long, measurement can be convoluted, and segmentation, lead scoring and sales and marketing alignment take traditional marketers into uncomfortable spaces. Amid the details and uncomfortable spaces, the bigger marketing picture is often lost. Take a step back and consider the three bigger picture items below.
Elegant BI
JULY 30, 2012
BI and CPM. Low TCO, Fast ROI. Acronyms Have Never Looked So Good! Call me old fashioned, but I remember a time when software developers assumed that the average user was not a technology geek. They designed programs that every member of your staff could use. OK, so everything wasn’t perfect back then, nor is it perfect today. But the average user still needs and wants easy-to-use, sophisticated tools.
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Digital B2B Marketing
JULY 9, 2012
Is your strategy and organization up to the task? Content marketers need to deliver results in an environment that is constantly changing. Faced with these constant changes, content marketing can either devolve into a series of reactionary random acts of marketing or take the changes in stride. The difference comes down to your content marketing strategy and your marketing organization.
Digital B2B Marketing
JULY 16, 2012
The B2B marketing community has become so focused on the journey they have lost sight of the destination. The purpose of B2B marketing is not leads, relationships, content or branding. Social media, mobile, search and local are all irrelevant at the end of the day. This focus on the day-to-day marketing and business activities has given rise to a number of B2B marketing myths.
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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
JULY 23, 2012
In B2B marketing, collecting numbers is easy. Picking the right measurements and consistently using them to improve your marketing is the real challenge. Here are just a few of the questions you will need to address: Should you be focused on revenue that is directly attributed to your marketing activities? Is the data you have reliable? How do you measure and manage newer segments of marketing, including social media?
Competitive Intelligence Brief brings together the best content for intelligence professionals from the widest variety of industry thought leaders.
Digital B2B Marketing
JULY 10, 2012
Lead generation continues to be a top objective for B2B marketers and content syndication is primary offering from publishers. Definitions: Content syndication refers to distributing content through publishers and requiring registration in order to capture contacts. Leads in this post refer to contacts captured through a registration form, in line with the way B2B publishers label their programs.
Digital B2B Marketing
JULY 17, 2012
Sitting in a meeting recently and reviewing various B2B sites, someone said “they even have a promotional offer with pricing on their site.” It wasn’t a complement of their marketing prowess or focus. It was a knock, the final proof that this B2B marketer did not know how to market. Say what? Solution selling and never undermining your value are anthems in marketing.
Digital B2B Marketing
JULY 24, 2012
In B2B marketing, standing out from the crowd and getting your audience’s attention is absolutely critical. The investments you have made in building your marketing database, creating content, and developing a nurture program carefully mapped to the buyer’s journey does nothing if your communication doesn’t get through. What if your message could get through to more of these individuals and companies?
Digital B2B Marketing
JULY 12, 2012
An efficient and well targeted online advertising program often means the difference between merely average and outstanding results. However, there is very little quality research available for online planning in B2B. Here are some of the common challenges marketers face planning a B2B advertising program: The majority of research services are designed for consumer marketers and provide little information on professional roles.
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Leaders in competitive intel know that the employees who interact with customers and prospects every day hold valuable competitive insights that could help win sales. But they don’t have a good plan or system to gather, organize, and share these insights with the stakeholders who need them. In this eBook, we outline 7 strategies to make it easier to build and scale an employee sharing program that will drive competitive advantage.
Elegant BI
JULY 14, 2012
Handcuff and Blindfold Your Staff? Don’t Be That Guy! You wouldn’t blindfold and handcuff your employees and then expect them to do their job! Without access to up-to-date, relevant data, your staff may as well be handcuffed and blindfolded! Improve productivity and business decisions, and give your staff the data they need in a way that is meaningful to them.
Digital B2B Marketing
JULY 19, 2012
Last week we looked at 6 ways to find new B2B advertising opportunities using free resources and a bit of creativity. But how do you evaluate new potential publishers you are not familiar with? Of course, you can look at each publisher’s own audience profile and costs (and you should), but don’t stop there. Here are eight ways to dig a little deeper and determine if an online publisher is a good potential match for your campaign, again using only free tools and a bit of creativity. 1
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