6 Best Tactics for B2B Lead Generation

Fireworks and Ferris WheelYou need to generate leads, right? If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes.

The B2B lead generation landscape has changed tremendously in the last decade. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch.

To make this list, tactics must be cost effective, measurable and scalable. In addition, they need to offer sufficient targeting for the broader marketing efforts of many mid-sized or large enterprise marketers. [Read more…]

Marketing Gimmicks versus Value: A Disappointing Example

B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus.

  • Omniture (now Adobe) wants to be a leader on driving business results with digital marketing, not just measurement.
  • Eloqua has an active voice on the entire spectrum of content marketing.

What happens when a company tries to align with something new to them? It could be a financial software package talking about supply chain management. Or a big cracker brand aligning with back to basics and real food.

In either case, the alignment must be believable. Here is an example that doesn’t make the grade and what B2B marketers can learn from it. [Read more…]

5 Key Elements of Modern Inbound Marketing

Last week, I made the case for a new definition of inbound marketing, or as Michael Brenner (@brennermichael) called it in the comments, a “call to arms” for inbound marketers.

The new inbound marketing definition: Be found through the recommendation of others and delight everyone that finds you.

As inbound marketing evolves, the components also need to change. Traditionally, inbound marketing has been functionally defined as the combination of search, social and content. However, these components are not enough for inbound marketers to excel in today’s environment.

This is what modern inbound marketing looks like: [Read more…]

B2B Social Media Opportunities [#B2Bchat Recap]

Join #B2BChat on Twitter every Thursday at 8:00 PM EasternIn our most recent #B2Bchat discussion, we looked at a number of social networks and how B2B marketers can take advantage of them, and once again I was pleased to have the opportunity to moderate the lively discussion.

Rather than a deep dive into a single network or objective, the discussion quickly touched on a number of social networks or platforms.

Participants identified a number of specific opportunities, however what was most apparent throughout the discussion is that social media is moving quickly. B2B marketers need to stay on top of the market if they are to identify and take advantage of new opportunities. [Read more…]

Marketers Ruin Good Marketing Opportunities

Innovative marketers constantly put new ideas into practice, and some of the most effective new ideas quickly become marketing best practices or emerging trends.

However, when marketing ideas initially move from early adopters to the majority of marketers, they tend to lose their luster. The incredible results the early adopters reported are not repeated.

This happens for two primary reasons: [Read more…]

Klout’s Best Move: Making You Not Care About Your Score

KloutWere you upset by Klout’s recent algorithm change? Do you pay less attention to Klout than you did before the algorithm changes? If so, you may be doing exactly what Klout wants you to do.

If you care about grades in school, you study for your exam. The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result. [Read more…]

All Media Will Be Social Media

This is a forward looking opinion post on the potential future of digital marketing.

The future of digital media is social. With the far-reaching tentacles of Google and Facebook, no digital marketer will be able to approach marketing without engaging in some form of social media.

Today, companies can choose to ignore social media. Although they cannot stop the conversation, they can ignore the conversation that is happening elsewhere.

In the future, social media will be harder to ignore. Social media will not be integrated into marketing, it will be integrated into our experience as individuals. As social media is integrated into the applications we use, marketers will no longer be able to ignore it or choose not to integrate it. Marketers will lose even more control than they already have.

Here are three predictions for what this future may include. [Read more…]

Content Will Not Be King

Coronation crown of Louis XVNearly every marketer in every industry has heard the cry “Content is King“. Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom.

The problem is, conventional wisdom is average. Following conventional marketing wisdom will not differentiate you.

Why is content king today:

  • Being customer-centric required moving away from creative executions as the primary way to deliver a message. Focusing on the customer requires providing something that meets their need, and content perfectly fits the bill.
  • Content marketing was not the norm. Companies embracing content marketing were able to provide unique value to clients and prospects.

Today, the situation has changed. [Read more…]

Buyers to Marketers: Don’t Call Me, I’ll Call You

“Why do you want my email and phone number again? So your sales consultant can contact me? No thanks, I’ll pass.”

Boonville Missing Bucky Walter PhoneMost B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone.

The problem is, your buyer’s process is not built on your email or your phone. According to research, buyers only engage with companies directly during the last 40% of their research process.

When you insist on registration, you are in effect telling prospects:

  • We don’t want to be involved in the first half of your research.
  • We are only willing to engage with you on our terms and timetable.

[Read more…]

Recommending Content and Automated Sharing of Content

You find a great blog, read regularly, and tweet or share everything posted. So why not automate sharing what you already share, and get a few minutes back each day?

On the surface, it seems logical. However, if you are using automation, it likely is having side effects.

  1. Automation has made your algorithm, primarily your selection of sources, more important than the content itself.
  2. You share more than you used to. I follow people that, with the addition of automation tools, now share more content than I have time to read, even if they were my only content source.
  3. It has disconnected you from your best content sources. Your time savings are from spending less time reading, considering or commenting on content from the best sources, those you are willing to automate. The simple act of sharing is a minimal time savings.
  4. Your sharing does not include a comment or note that adds context for your audience. The comment or note improves the recommendation, helping your audience see what content is right for them.

[Read more…]