6 B2B Marketing Mistakes That Are Easy To Make

Do Not Enter SignThe hardest mistakes to avoid are the ones that don’t look like mistakes at all.

Last week we shared 5 B2B marketing mistakes that are hard to avoid, and asked for your contributions to complete the list.

Below are six more mistakes, including your contributions, that are deceptively easy to make in B2B marketing. [Read more...]

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B2B Marketing: Moving Beyond Campaigns

B2B marketing campaigns may look nice, but like this Model T, they aren't enough anymore.Is your B2B marketing activity still built around a series of campaigns?

Q1: Security
Q2: Cloud and Mobile
Q3: Lower Cost
Q4: Compliance

Like an old Model T, it might look nice, but it just isn’t practical anymore. [Read more...]

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5 B2B Marketing Mistakes That Are Hard To Avoid

Marketing Mistakes: But it looked like a good decision!The hardest mistakes to avoid are the ones that initially look like the right decision.

We all make mistakes. Sometimes you can see them coming, other times you only see them in hindsight unless you already know what to look for.

What mistakes should you see coming? Here are five mistakes that often don’t look like mistakes until after all is said and done, pulling from my own (regrettable) experiences. [Read more...]

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B2B Marketing and the Cheap Tchotchke Mistake

At a recent conference, I returned to my room to a bag full of tchotchkes from sponsors. Most went straight into the trash.

Filling my hotel room with cheap junk is not a good way to make me think fondly of you or your product.

When you are marketing a marketing service to marketers, the bar is even higher than it is for most B2B marketers. Your marketing will be seen as an indicator of the quality of your marketing service. [Read more...]

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Getting Out of the B2B Lead Generation Trap

TrapsMost B2B marketing organizations miss the biggest opportunities to impact their business because they have not identified the right goals.

Why isn’t business coming out of your ears?

Dig into that question, ask why of every answer or assumption you come up with, and you will eventually get to the root challenge and the basis for goals that can move your business forward.

It is easier said than done. [Read more...]

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4 B2B Marketing Scenarios: One Size Does Not Fit All

Join #B2BChat on Twitter every Thursday at 8:00 PM EasternB2B marketing discussions on Twitter and blogs have a tendency to focus on singular topics, such as Twitter, marketing automation, or lead generation, as if they are right for everyone and we just need to do them well.

However, the people B2B marketers want to reach are ultimately trying to solve a challenge or embrace an opportunity based on their unique business.

Shouldn’t B2B marketing solutions be just as unique? [Read more...]

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Is Focusing On Your Audience Getting In Your Way?

St Petersburg Pier as seen through rear view mirrorOf course not! As B2B marketers, focusing on your audience is absolutely critical.

However, you must look forward, at where your audience will be. Research and observation tell you where your audience has been and what they have been interested in. But what will they be interested in and using in 6, 12 or 24 months?

If you are focused on what your B2B target audience has done in the past or is doing today, you will miss new opportunities like the Internet (2000), Twitter (2009) or Pinterest (2011) to connect with your audience. [Read more...]

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20 B2B Marketers Losing their Brand on Pinterest

Pinterest LogoPinterest is the marketing flavor du jour. Media and press are touting the ability of Pinterest to drive traffic and the time spent on Pinterest.

Many B2B marketers do not have any presence on Pinterest. In my search for major B2B marketers on Pinterest, I only found a handful using it actively. Here are three of the better B2B marketing examples I found. [Read more...]

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Corporate Websites for Demand Generation: B2B Discussion Highlights

Join #B2BChat on Twitter every Thursday at 8:00 PM EasternThe latest #B2Bchat discussion focused on the relationship (or lack thereof) between corporate websites and demand generation.

Can corporate websites support demand generation and lead capture? Or do marketers need to build microsites to support demand generation effectively?

These are some of the questions we tackled on B2Bchat on February 8, 2012, and I had the privledge of moderating the discussion on Twitter.

As always, there were some great insights shared during the chat. Here are my key takeaways from the discussion. [Read more...]

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4 Problems Killing Thought Leadership Marketing

Chris Koch shared Four Reasons to Hate Thought Leadership earlier this week. He made some great points in his call to end the use of the phrase thought leadership, but ultimately I disagree with his conclusion. We don’t need to stop using the phrase, we need to start using it right.

The problem is thought leadership has become a catchall for any marketing that includes content. Unfortunately, looking back, it isn’t surprising that this happened.

Here are four of the underlying problems that created the situation. [Read more...]

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