b2b marketing

Marketing in the Future

Hard to say what will really happen for B2B marketers in five years, but based on the evolution of world-class B2B marketing organizations now, as well as where they’re likely headed, here’s what I believe those same market-leading marketing groups will exhibit in 2017.[read more]

Content Marketing Institute reports that 33% of marketing budget spend in 2012 went to content, with 54% of marketers planning to increase content funding in the next year. Since B2B purchase decisions are not as straightforward as those in the B2C world, using content to generate high-quality leads quickly and cost effectively is a top priority.[read more]

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Fear motivates much buying behavior. B2B marketers are taught to “find the pain point.” B2C marketers know the desire to join the in crowd is trumped by the fear of being in the out crowd; “you smell” out-shouts “you can smell nice.”[read more]

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B2B marketers need to use mobile marketing as a means to win the zero moment of truth.[read more]

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With recent news that Twitter's verification process has become linked to monthly advertising, there has been conversation and debate about blurry lines in the sand. What does this change mean for your brand or company on Twitter? Is verification critical to your Twitter strategy?[read more]

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I presented at the LinkedIn #B2BConnect 2012 event on April 17, 2012 in Mumbai, India. A few weeks ago as I was preparing my talk, I asked my friends at HubSpot if they had any data on the effectiveness of LinkedIn that I could share with my audience. Rebecca Corliss came through with some awesome new data which I am releasing for the...[read more]

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We’re going to need scalable, reliable technologies, but we’re going to need to offer, yes, all you hippies out there I’m sorry to tell you this, greater control. Will B2B social be the same? Yes, I think so, and I think the rewards will be more efficient, accountable, and innovative (if not so disruptive) enterprises.[read more]

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If you're asked to write your company’s social media plan, these 8 steps will help you craft a plan that gets management approval and a clearer path to success.[read more]

Want to know the ROI of social media? So do we. With our latest Facebook campaign, we are doing just that; tying leads generated by Facebook directly into our revenue pipeline via Marketo.[read more]

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There are still what I consider a large portion of marketers who still believe social media is a passing fancy; that it’s not here to stay; that people will grow tired of it.[read more]

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A survey conducted by the Chief Marketing Officer (CMO) Council and Lithium, a social media tech firm, revealed a huge divide between what marketers think consumers want vs. what consumers really want when it comes to social media.[read more]

A recent study revealed that while 91% of business to business marketers are using Twitter as part of their integrated social media campaign only 15% state they generate leads from it compared to LinkedIn where nearly 1/3 of B2B marketers report generating a lead.[read more]

Late to the party or not, Twitter has followed in Facebook's and Google+'s footsteps with the launch of their new brand pages and brand marketers would be wise to sit up and take notice of the new features coming to a Twitter account near them. Clearly the brand battle lines are being drawn.[read more]

Is your investment in social media not paying the returns you expected? Are you getting no leads from all your effort? There are no excuses for not delivering measurable results from your investment in social media marketing. Then why are so many companies having troubles generating leads from social media? The reason has nothing to do with the complexity of the sale; it is more that B-2-B marketers need to focus less on building community and more on generating leads and sales. Number of Facebook friends is not revenue, your Twitter Klout is not revenue, the number of blog subscribers you have is not revenue, sales is revenue, and anything else is just an excuse for not achieving your goal.[read more]

Ho hum, another day, another example of a company or brand exhibiting all the traits of a company or brand who simply doesn't get it when it comes to social media - in this case Chapstick.[read more]

A great number of companies need to turn the spotlight on themselves for a true and honest evaluation of themselves before jumping into the social media pool.[read more]

In a wide-ranging survey of more than 1,700 chief marketing officers from 64 countries and 19 industries, IBM’s 2011 Global CMO Study revealed that a large portion of CMOs, while excited at all the changes happening in the marketplace - are ill-equipped to deal with and manage it.[read more]

The recent changes to LinkedIn and their Follow Company feature strike a similar chord with Facebook and Twitter.[read more]

A new study shows that 80% of online customers change their mind about making a purchase after reading negative online reviews.[read more]

A recent report on Twitter users and a recent development re: Twitter's functionality should make every marketer sit up and take notice of Twitter, if they haven't already that is.[read more]