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B2B Marketing, Shiny Objects and the REAL Million Dollar Question

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Shiny ObjectB2B marketing organizations in particular seem to be drawn to the newest shiny marketing object.

Pinterest? Native Advertising? The World Wide Web? Responsive Design? Inbound Marketing?

Before diving headfirst into an empty pool, yes, you need to take the time to determine if you should be diving in the first place. (No duh, you already knew that).

But the real million dollar question is this one:

Why is everyone throwing themselves at that shiny object in the center of the bandwagon like a bunch of teenage girls at a Justin Bieber contest in the first place? [Read more…]

Mythbusting in the Social Media Echochamber

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Marketing Directions: There is more than one right choiceAs a marketer it may be difficult to believe, but marketing is not a business objective.

Marketing must maintain or advance the business in order to be valuable and there is no single right way to do this.

Unfortunately, when ideas need to be encapsulated in 140 characters or forced into a list post template, marketers end up talking about a path instead of how to select the right path or uncover new innovative solutions. [Read more…]

Does B2B Content Marketing Really Help Buyers Buy?

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In B2B marketing organizations, content marketing aims to help buyers buy. Right?

Content marketing provides the information buyers need to determine the type of solution they need, develop internal support for a change, create a short list of providers and address objections, all while positioning your company as a trusted resource.

Wow, that sounds amazing. But is your content really what stood between a prospect and a purchase?

I had the opportunity to speak with Sharon Drew Morgen a couple times recently. Each time I came away thinking we can do so much more. [Read more…]

The Future of Marketing Is Extreme

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Louder. Bigger. Sexier. Shocking

And just maybe: More Useful

We are inundated by marketing today. In a bid to stand out in the sea of marketing competing for our attention, marketing continues to move to the extremes.

The future will push the boundaries of what we accept and expect in marketing. Here are just a few ways marketers will push the boundaries in the coming years. [Read more…]

Why B2B Marketers Are Slow To Invest In Data

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Join #B2BChat on Twitter every Thursday at 8:00 PM EasternGood data is essential for B2B marketing organizations to excel. Sirius Decisions research indicates that good data can increase revenue driven through marketing by 70%. It isn’t hard to believe, just ask any B2B marketer that has tried marketing to a bad prospect list.

Despite the positive impact data can have, B2B marketing organizations have been slow to embrace new sources and types of data.

In a recent #B2Bchat about new data available for B2B marketers, participants shared a number of concerns or barriers to using new data. [Read more…]

Why Inbound Marketing Will Cost More

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Joyful SimplicitiesInbound marketing leads, according to Hubspot, cost 62% less than leads from outbound marketing. But don’t expect that cost advantage to last.

One of two things is happening:

  1. Inbound isn’t really more cost effective. Maybe Hubspot’s sample is biased or methodology is bad, but for whatever reason, the 62% isn’t true.
  2. Inbound really is more cost effective today and early adopters are reaping the benefit.

If reports of inbound marketing’s cost effectiveness are wrong, then inbound today may be far more expensive than Hubspot’s research indicates. If not, it will be soon. [Read more…]

Balancing Inbound Marketing and Outbound Marketing

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Join #B2BChat on Twitter every Thursday at 8:00 PM EasternInbound marketing has captured the attention of B2B marketers, and no wonder. According to Hubspot, leads from inbound marketing cost 62% less than leads from outbound marketing.

However, opinions and knowledge of inbound marketing vary widely among B2B marketers.

Dan Hanssel (@dannyhanssel) moderated a recent #b2bchat discussion on Twitter that tackled some of these issues. The result was not only some good advice for marketers, but also a window into the varying opinions marketers hold about inbound marketing, testing, budget allocations and more. [Read more…]

Inbound Marketing vs Outbound Marketing: The Real Difference

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Outbound marketing is about interruption. Inbound marketing is about discovery.

But so what? We have all been interrupted and had it lead to something wonderful. We have all turned to Google or social media and discovered things that are completely useless or misleading.

So why is inbound marketing a better way to market?

The difference is friction. [Read more…]

B2B Marketing’s Missing Objective: Creating a Home Field Advantage

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What companies do you want to work with? Not just the ones that seem safe or are good for your resume, but the ones you just want? The ones that would make your day, even if they didn’t make your wallet?

Those brands are out there in your personal live, from BMW or Louis Vuitton to Apple or Blendtec. You don’t need them, you want them.

Now consider your business. Do people want to work with you? Are you simply helping your customers justify the decision they already want to make? Or are you approaching every opportunity as if it is a level playing field and looking to win on your merits alone? [Read more…]

Bad Advertising Advice: Go Where Your Audience Is

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It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive.

This advice leaves B2B marketers looking at what their audience does. Do they watch the Super Bowl? Are they on Facebook? Do they read Sports Illustrated?

Media sales representatives perpetuate the problem, comparing reach to their competitors. The “more read our stuff” chart is in nearly every major media kit in one form or another and every day it leads marketers astray. [Read more…]