2013

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Old Content is the King of Content Marketing

Digital B2B Marketing

'You don’t need more content. You need old content. I know, that’s not what you usually hear, so stick with me. Old content is the real king of content marketing. It’s why established publishers still have a huge advantage. It is why new successful publications like Huffington Post or Copyblogger really aren’t all that new. Better content isn’t enough when your competitors have good old content.

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Five Top Reasons a Business will Fail

Elegant BI

Five Top Reasons a Business will Fail. Betsy says: I’m going to give you a list of things that often result in business failure. It is far from a complete list, but maybe it will help you see Business Intelligence in a different light. Here is my list of the “Top 5 Reasons a Business will Fail”. 1. You have incomplete or incorrect information about competitive products, changes in the market or customers. 2.

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Operating on different source SQL Server instances in a single SSIS package

BI Insight

In some cases we need to do a single task for lots of SQL Server instances. Assume that we have a web based programme. The programme’s database is distributed across the country and we have 10 different virtual (VM) servers to host the programme’s databases. The programme is working based on some configurations that are … Continue reading Operating on different source SQL Server instances in a single SSIS package.

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6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

'You need to generate leads, right? If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes. The B2B lead generation landscape has changed tremendously in the last decade. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch.

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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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29 Signs You Need a Break From Marketing

Digital B2B Marketing

'Over time, your role in marketing begins to permeate every part of your life. You adopt behavior, language or perspective that is completely natural to you, but doesn’t make sense to anyone around you. Just maybe, that means it is time to take a break. If more than a handful of these describe you, it is time to get to know, again, what the world beyond your marketing bubble is like.

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7 Blogging Mistakes B2B Marketers Make

Digital B2B Marketing

We have all seen the lackluster corporate blog. Some days, I wonder what went wrong. Others, I wonder why they thought they could get it right. Corporate blogs are increasingly standard in B2B organizations. Some companies even have an entire suite of blogs. However, for every great corporate blog, there are a dozen corporate blogs that just shouldn’t be.

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5 Steps To Improve B2B Lead Generation Program Results

Digital B2B Marketing

'You are easily spending thousands on lead generation media programs each month. You have carefully chosen your partners, negotiated an effective cost per lead and are diligently measuring your results. But you are still leaving money on the table. You can increase the value you get by changing how you run each of your programs. From content to process to branding, here are five steps you can take to improve the results from your publisher lead generation programs. 1.

Sales 86
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6 QR Code Mistakes Marketers Make

Digital B2B Marketing

'I was sitting in a conference hall and everyone around me had a smartphone, tablet (often with a keyboard) or laptop out. The title on a sponsors flyer on the table caught my attention. I really did want to look them up at the break and learn more. But when I looked closer, my only option was a QR code. To use it, I needed to set my laptop aside, pull out my phone, scan the URL, and then use a tiny screen.

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Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

'Inbound marketing may be the hot topic for B2B marketers today, but today’s big B2B inbound marketers are all active outbound marketers as well. So how do you pair your outbound marketing activity with your inbound marketing? Here are six ways outbound marketing can support and scale your inbound marketing efforts and some of the channels that are appropriate for each one.

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7 Strategies to Gather (and Actually Use) Competitive Intel from Employees

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.

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5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

'You have a lead generation program. An influencer program. An advertising program. A marketing automation program. You measure every detail about every program. And your programs are doing great. There is just one little problem: you are reporting on a series of programs. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position.

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4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

'Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. However, sales cycles are long. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue. And you can’t afford to wait that long to optimize your investment and show results.

Sales 85
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What Really Happens When Influence Increases?

Digital B2B Marketing

'Joe Fernandez of Klout recently said Klout’s goal is to help every person maximize their individual influence. It is no secret, as a marketer you want to influence purchases. You use advertising, content marketing, PR, and the influencer programs Klout wants to sell, to change perceptions and purchasing behavior. But what would happen if Klout achieved this goal and every person became more influential?

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Marketers Are Dramatically Underreporting Results from Twitter

Digital B2B Marketing

'B2B marketers are undervaluing Twitter’s contribution to their business. That’s hard to believe at a time when many B2B marketers are glomming on to Twitter like it’s the last shiny object opportunity they will ever have (even turning to spamming ), but it’s true. It is happening because web analytics packages are dramatically underreporting traffic from Twitter.

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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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Advertising, Big Data, and Google’s Moves To Own It All

Digital B2B Marketing

'Google just made two major announcements. Long-term, these could change the face of online marketing and advertising for almost every company. But before we look at how they are related, two background points are key. 1. When it comes to online advertising revenue, no one is bigger than Google. Not even Facebook comes close. 2. Online advertising companies that use big data in advertising are today’s market darlings.

IT 83
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5 B2B Marketing Mistakes That Are Hard To Avoid

Digital B2B Marketing

'The hardest mistakes to avoid are the ones that initially look like the right decision. We all make mistakes. Sometimes you can see them coming, other times you only see them in hindsight unless you already know what to look for. What mistakes should you see coming? Here are five mistakes that often don’t look like mistakes until after all is said and done, pulling from my own (regrettable) experiences. 1.

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The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

'When the success of your business is less important than the success of your marketing, something is seriously wrong. Yet this is exactly how most B2B marketers approach lead generation today! You don’t care about the number of leads your sales team has. Instead you care about the number of marketing sourced leads. We all know B2B marketing measurement is imperfect, yet we momentarily suspend all reservations in order to judge our effectiveness based on results attributed to our efforts i

Airline 82
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The Real Challenge for B2B Content Marketers

Digital B2B Marketing

'B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). ( source ). In the Content Marketing Institute’s 2013 benchmarks (released in October 2012, in addition to content they mastered time travel), the top challenges are producing enough content (64%), producing

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Maximize Productivity and Simplify IT Management with Conversational AI

ChatGPT has dominated boardroom conversations for months now. From drafting a stock trading program, to creating a SQL query to model data, there are practically no limits to the applications of the AI language model assistant. At ManageEngine, we have been working on our own AI-assistant, Zia. Zia is a fully-trained analytics assistant that can perform a range of functions such as creating and adding reports to dashboards, providing conversational support to data analysis, insight discovery, bu

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Why Good Content Delivers Bad Leads

Digital B2B Marketing

'Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content. You promote your content through search, social, emails, newsletters, even banners. You are seeing strong traffic, engagement with your blog content and a steady increase in registrations for your premium content. There’s just one little problem: the leads are crap.

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

Digital B2B Marketing

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? Does digital work for pharmaceuticals? Does content marketing work for local businesses? People that say “no” tend to say it doesn’t work anymore because behavior is changing (newspaper), it doesn’t work because their audience doesn’t use it (social media) or it doesn’t work

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4 Characteristics of Great Marketing Content

Digital B2B Marketing

'A colleague forwards you link with a short note: “this is awesome, we should be doing this.” Your interest is perked. Your expectations are high. You click and… your heart sinks. Its last decade’s news and isn’t relevant for your business today. What was gold to your colleague was a waste of time for you. Content quality is in the eye of the beholder.

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B2B Marketing’s Measurement Problem

Digital B2B Marketing

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. 20 different people may be involved in the decision. Peers, consultants and analysts will provide their input. It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead?

Sales 77
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A Practical Guide to Business Intelligence Governance

Speaker: Marius Moscovici, CEO Metric Insights & Mike Smitheman, VP Metric Insights

While the proper governance of data is clearly critical to the success of any business intelligence organization, focusing on data governance alone is a huge mistake. Organizations continually fail to generate ROI on their governance initiatives because they are too narrow in scope. To be effective, Business Intelligence (BI) governance must cover both data and visualizations.

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The Trick to Seeing Through Marketing Statistics

Digital B2B Marketing

'If you torture the data long enough, it will confess to anything. One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. When you see a sales pitch full of statistics, how do you differentiate the real story from the spin? Short of dismissing all of the data presented (a good idea, but not realistic for most of us), these five methods will be a good starting point. 1.

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How Google Is Killing Native Advertising

Digital B2B Marketing

'Native advertising has been one of the hottest advertising topics of 2013. According to a recent survey, the majority of publishers now offer or plan to offer native advertising programs. Two months ago, I examined the performance of more than 300 BrandVoice articles on Forbes, one of the most established native publishing platforms for B2B marketers.

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Putting the Conversation Back into Twitter

Digital B2B Marketing

Some days it seems Twitter has moved from a social platform to a headline and link platform. I don’t know about you, but I miss the old days of Twitter where people shared insightful thoughts or strangers met through a conversation. Communicating something useful or interesting in 140 characters was an art , and some practiced it well. This art is already being lost.

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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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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission