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

How McDonald’s Used Video Marketing to Educate Buyers

Salty, crispy and mouthwatering McDonald’s Chicken McNuggets have arguably earned themselves an unfortunate reputation as of late for being made with questionable ingredients. To Ronald McDonald’s dismay, a picture of a rose-colored poultry paste, aptly coined “pink goop” went viral, cementing consumer fear: that their favorite fast-food snack is a fried paste consisting of mechanically separated  and highly processed chicken parts.

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5 Insider Tips from OMI’s Special Event: B2B Digital Marketing Essentials for 2014

Business.com Marketing FunnelAs a devoted Netflix aficionado, I love sinking into my leather couch and chowing down on popcorn while I watch an entire season of Breaking Bad or Dexter in the confines of a single day. But yesterday I was able to tune into an all-day marathon series on a topic that’s more vital to my career as a marketer  than anything offered  from the video-on-demand powerhouse (and much more beneficial to my overall health and well-being). On January 28th, the Online Marketing Institute hosted a series of information-packed webinars featuring seven leading experts in the B2B digital marketing sphere. 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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KPI 101: A Primer on Selecting Key Performance Indicators

A KPI 101  LessonWhen it comes to running a company, the 3 P’s is a simple but highly effective management construct: People, Product, Process. Do I have the right people, with the right skills, in the right positions?  Are my products well aligned to meet market demand, and are they packaged and marketed correctly? Do my business processes enable me to scale and fully leverage my assets?

Core to execution is a deep understanding of how the various aspects of your business are performing.

  • How is my workforce performing?
  •  Where are there inefficiencies/opportunities in our processes and workflow?
  • Are our products selling and generating the anticipated ROI?

This is where Key Performance Indicators (“KPIs”) come in, as these questions require data. Read the full entry

B2B Marketers Lick their Chops at SMB Forecasts

Small Businesses Expect a Big Year in 2014 eMarketerRocket Lawyer’s recent “December 2013 Semi-Annual Small Business Survey” has not only rekindled confidence and optimism among small business owners nationwide, the biannually-gathered data has left B2B marketers and companies licking their chops. eMarketer provided a breakdown of the rose-colored forecast for 2014 small business growth:

  •  55% of businesses saw growth last year
  • 10% “boomed” by achieving more growth than expected
  • A whopping 81% of small businesses expect to outperform their 2013 results (Tweet This!)

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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

The B2B Content Marketer’s Holiday Gift Guide

b2b content marketer holiday gift guideThey’re everywhere. Holiday gift guides are now spread across the digital space, obviously trying to persuade clueless shoppers into buying their products. Grouping products to fit a “consumer persona”, these holiday gift guides help people find the perfect special something for a specific personality based off their label as a man, woman, mom, dad, boyfriend, boss, etc.

We’ve created our own Holiday Gift Guide, but this one is for the beloved B2B content marketer. Read the full entry