Digital Solutions for the B2B Marketer


video-playHigh-level decision makers are harder than ever to reach. And in today’s world, buyers do not contact suppliers directly until most of the purchase process is complete. So how do businesses get in front of buyers exactly when they’re evaluating products and services? And where are smart executives going to learn more about what the market has to offer them? 

Meet Business.com, the leading destination for executives in growing companies to acquire the knowledge, products and services they need to run their businesses. It’s our mission to provide a better experience for our users while delivering better performance for you, our advertisers. Say hello to Frank and our latest video on how our ad products work.

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10 Ways to Avoid False Negatives in Performance Marketing Campaigns


10 Ways to Avoid False-Negatives in Performance Marketing CampaignsMany 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


7 Ways to Maximize Your Website for Lead Engagement


7 Ways to Maximize Your Website For Lead EngagementBusinesses 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


3 Big Shifts in B2B Marketing: How Marketers Are Reacting [Infographic]



Are You Trending?


tech 360 conferenceTech 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


3 Foundational Marketing Shifts and How B2B Marketers Can Benefit


Business.com Marketing FunnelOver 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


B2B Marketing Budgets Lean Towards All Things Digital in 2014


b2b marketers are increasing their digital spend  in 2014In 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%

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B2B Marketing Wipeouts to Avoid: A Lesson From Big-Wave Surfing


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.

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Turn it Up to 11: B2B Digital Media is Having It’s Spinal Tap Moment.


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.

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Test Your 2014 B2B Marketing Knowledge


2014 b2b marketing true/falseIt’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