#B2Bchat — B2B Digital Marketing

B2B Marketing Metrics [#B2Bchat Recap]

December 13, 2011 By Eric Wittlake 5 Comments

What are B2B marketers biggest measurement challenges? How do they effectively communicate results within the organization? What are the trends they are looking towards in 2012?

We tackled these and other questions during the weekly #B2Bchat discussion on Twitter on December 8, 2011. Highlights from the discussion along with additional commentary on each question is below. [Read more…]

Discussion Recap: Content in B2B Marketing

November 14, 2011 By Eric Wittlake 2 Comments

Thursday’s B2Bchat discussion focused on content marketing for B2B. Highlights from the discussion along with my own summary and commentary are inline below. You can also see the summary on Storify. [Read more…]

Thought Leadership in B2B Marketing [#B2Bchat Recap]

October 24, 2011 By Eric Wittlake 3 Comments

Why should companies invest in thought leadership? And just what does thought leadership mean anyways?

These and other questions were debated during a Twitter #B2Bchat on Thought Leadership in B2B Marketing on October 13, and I had the privilege of moderating the discussion.

Here are the key takeaways I took from the discussion. [Read more…]

Mobile Marketing in B2B: #B2Bchat at 8 PM EST on 9/22

September 22, 2011 By Eric Wittlake Leave a Comment

We will be picking up the Mobile Marketing conversation this evening with a look at experiences in 2011, priorities for 2012 and how mobile is changing sales enablement.

Here are the questions to start off this evening’s discussion: [Read more…]

The Importance of Woozles in B2B Marketing

August 30, 2011 By Eric Wittlake 14 Comments

The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “Branding Doesn’t Work in B2B“). With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? And what does that have to do with a woozle?

Woozle’s live in the hearts and minds of Pooh and his friends. And most importantly, woozle’s change behavior in the Hundred Acre Wood.

Like a woozle, your brand [Read more…]

Not Just Automation, Marketing Needs REAL Conversation

July 19, 2011 By Eric Wittlake 10 Comments

Create a personalized dialogue with each prospect at every point in the sales process!

This sounds like a pitch for marketing automation. While the result is valuable, it is not a dialogue. Here are some of the characteristics of this “dialogue” marketing has created with automation:

Most of the audience response is a click and inferred consumption. In mass it is a valuable indicator but it isn’t a valuable individual response (Scott Brinker discussed this at Insights from the explosion of marketing touchpoints)
It is based on well educated guesses about what information someone needs next, not answering a specific question or need.
It is designed to replace the conversation that once happened directly between sales and a potential new prospect.

Real conversations need to come back into marketing communications. [Read more…]

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