Many beginner marketers launch new performance marketing campaigns without having the fundamentals in place. In doing so, they run the risk of making bad decisions on the long-term potential of an online marketing campaign. This post explores one potential pitfall for marketers in this situation, which I call the “false negative.” Read the full entry
Businesses are focused on using their websites as a source of new customers. 47% of B2B buyers reported that the most likely way they find sales information was to go directly to a supplier website (Tweet This!). And because of this, companies have invested in site optimization to make sure they have user-focused content designed specifically to convert visitors into inbound sales leads.
Powerful content might include benefits of what you offer, use cases of your products & services, customer testimonials, and plenty of answers to the very-important question of “Why you?”. Read the full entry
Tech marketers must constantly be adapting to the latest technologies and trends. More and more, B2B marketers are made to face the reality that our marketing is not so different from B2C marketing. And the reason is because the people we are marketing to are the same – human beings. They use the latest technology at the office to manage their business, as well as becoming experts at home on their own time. Many of the sessions and keynotes at the Tech Marketing 360 Conference in Dana Point, California last week focused on how tech marketers can use the rapidly changing tech world to their advantage. Read the full entry
Over the last decade, digital technology has disrupted nearly every aspect of the media and marketing industries. This disruption is not over. We see several patterns emerging, however, that B2B marketers can harness to take advantage of the disruption of technology to drive smarter, more powerful marketing. Let’s start with the data. Read the full entry
In a recent post, we spoke of the rose-colored forecast for 2014 SMB growth that left B2B marketers licking their chops at potential opportunities. CMOs are enthusiastically devising viable marketing strategies while ideas are free-flowing throughout psyched marketing departments. Advertising Age’s 2014 BtoB’s Outlook: Marketing Priorities and Planning survey attests to this optimism, shedding light on the increase in overall marketing budgets. Of the 364 B2B marketers surveyed,
- 52.5% plan to increase their overall B2B marketing budget in 2014 and,
- 36.4% of respondents plan to see an increase in budget greater than 10%
Every year the surfing community gathers to honor those that battle and survive the heaviest blood-curling waves that would make a layperson soil themselves. The Billabong XXL Awards celebrate these dauntless big-wave surfers, but also showcase the year’s worst wipeouts and near-death experiences. Despite the countless hours these athletes devote in preparation to face gigantic mountains of seawater, little mistakes are still made that result in hefty consequences.
There is a famous scene in the movie Spinal Tap, where fictional heavy metal guitarist Nigel Tufnel explains that his custom-made amplifiers go up to 11. The interviewer asks why he didn’t just go with the standard 10 as the highest level and Nigel answers, “Well 11 is higher. Isn’t it”? Today’s business-to-business digital media market is going through it’s Spinal Tap moment.
In a recent post for Business.com I tackled marketing complexity. In this post I want to expose the age old problem of “marketing waste”. We know that online has become the dominant platform for business people to acquire knowledge, products and services. However, a quick audit of various B2B ad networks, marketing automation companies and lead generation suppliers reflect numbers that simply don’t add up however.
It’s that time of year again- not for Christmas shopping, overloading on eggnog and inappropriate White Elephant gifts, but for setting those New Year’s resolutions that determine the trajectory of success we follow in the coming year. With the ever-quickening pace with which the digital space is evolving, it’s vital to get an early start on your B2B marketing goals. But first you’ll have to assess how well you think you know the 2014 B2B marketing trends. Take this quick and easy “True/False” evaluation and test your CMO knowledge. Read the full entry
Reflecting on our Digital Talent And Knowledge Gap study (which I’m happy to share, BTW), there is clearly high demand for great digital talent and execution. Sadly, there is a dearth of people qualified to perform at a high level. The lack of quality practitioners can be seen across the industry in particular for B2B Marketing teams, small businesses and the agency.
It’s clear that we have some issues as an industry but let’s focus on how we can address this gap. Read the full entry