B2B Marketing, Digital Media and Marketing Strategy
According to Nielson, smartphone users spend 87% of their time with apps, and just 13% of time with the mobile web. Last quarter, 41% of Facebook’s revenue came from their mobile user base.
What are you waiting for, you need a mobile app. Right now.
STOP.
You are asking the wrong question. As marketers, collectively, our perspective on mobile apps versus mobile web has had the wrong focus. [Read more…]
Today’s marketing simply wouldn’t exist without marketing technology. From marketing automation to demand side platforms to content management systems, technology puts the right message in front of the right person at the right time.
Or at least that’s how it is supposed to happen.
You no longer create your marketing communications. You just create the rules. The system does the rest. [Read more…]
What is a good ROI on marketing? If you can increase net income by 50 cents for every dollar spent on marketing, that’s good, right? The more you spend, the more money you make.
But what if you learned your primary competitor was getting $1.50 in income for every dollar spent on marketing? 3x the return you are getting on marketing! All of a sudden your marketing looks pretty ineffective! [Read more…]
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. [Read more…]
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 instead of the results for our business!
This is crazy folks! [Read more…]
Have you ever clicked on a promising headline and then been horribly disappointed by the results? Have you then been amazed at the number of social media shares you continue to see of that same thing post?
I know I have. Those writers have discovered the foolproof formula for creating killer content with minimal effort or original thought. Content that consistently delivers results (shares and visits, not people that actually care, that’s not worth the trouble to measure anyways) for your efforts. Warning, sarcasm may be found dripping at additional points throughout this article.
Do you want guaranteed success too? Just follow this simple formula, and ignore the people quietly laughing at your expense. [Read more…]
Have you felt like social advertising just wasn’t right for your B2B marketing?
If so, LinkedIn’s new Sponsored Updates may just change your mind. This looks like the most compelling social advertising offering yet for B2B marketers.
Up until now, advertising on LinkedIn was just advertising. With great targeting options, LinkedIn was compelling, but advertising opportunities didn’t fit the increasingly social framework of LinkedIn.
LinkedIn Sponsored Updates change that, giving marketers the ability to promote updates in the LinkedIn content stream beyond their own followers or connections. [Read more…]
Despite the capabilities of modern marketing automation platforms, many B2B marketers still approach nurture with a short term mindset.
Your primary goal is to increase engagement, raise lead scores and pass a more active “lead” to sales as quickly as possible.
The result is often a series of short term “nurture” programs combined with campaign blasts sent sporadically to a huge list of inactive contacts.
Yes, it may be an improvement from when all you had were batch email blasts, but you can and should do so much more today. [Read more…]
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. When my laptop was open and ready for more comfortable viewing.
Marketers, stop it! Yes, QR codes can offer a convenient alternative to URLs or contact information, but stop making these QR code mistakes. [Read more…]
![The B2B Content Solution: [Easy Button]. Warning: Will effect quality and results](https://b2bdigital.net/wp-content/uploads/2013/06/Easy-Content-Warning-Button-300x251.jpg)
There are easy ways to create good content, right?
No. Sorry.
Creating good content is hard. And it’s getting harder.
If you take the content shortcuts that are recommended by so many self-labeled content marketing experts, you will be sorely disappointed in the long run. [Read more…]