• Inbound Marketing

    2 Dirty Secrets About Content Marketing and Social Media

    by  • October 24, 2011 • Content Marketing, Inbound Marketing, Marketing, Positioning and Messaging, Social Media Marketing • 2 Comments

    The recently published 2011 Demandbase B2B Website Demand Generation Survey Results highlighted 5 findings from its survey of 100 B2B marketing and IT professionals.

    But what I found most interesting was what their data revealed but they didn’t highlight: 2 dirty secrets of content marketing.

    To highlight these conclusions, I converted Demandbase’s results into graphics.

    Read more →

    B2B Paid Advertising Flopped For You? Retargeting Is a Reason to Revisit It

    by  • October 6, 2011 • Content Marketing, Inbound Marketing, Lead Gen, Marketing • 0 Comments

    Let’s face it: paid advertising – banner ads or PPC – has been a huge failure for most B2B companies. The ROI has been pitiful.

    But retargeting ads are dramatically different. They change the cost of customer acquisition so radically, they make paid advertising worth a second look.

    But I’ll warn you, retargeting ads are being miscast as Lead Gen campaigns, when they are really Lead Capture and Nurture campaigns. They play a valuable role, but boost the effectiveness of rather than replace other lead gen initiatives.

    Here’s what you need to know.

    Read more →

    Infographic: How to Estimate the Value of Social Media Marketing for Your B2B Company

    by  • September 19, 2011 • Content Marketing, Inbound Marketing, Marketing, Social Media Marketing • 4 Comments

    When marketing techniques like inbound marketing, social media marketing, and content marketing are on a hot streak, they are promoted as if they have equal value to all B2B companies.

    Some B2B companies get burned investing too much in these tactics, then protest that these tactics don’t work for B2B companies.

    The truth is, their value in terms of helping produce leads or driving prospect awareness and interest is proportional to the number of prospects you target.

    Here’s how to size up how much of your time and budget should be spent on these investments.

    Read more →

    Why Your B2B Social Media Marketing Results May Disappoint

    by  • September 6, 2011 • Inbound Marketing, Marketing, Social Media Marketing • 4 Comments

    So your B2B company invested heavily in social media marketing, and the results were underwhelming to say the least. Were you incompetent or just unlucky? The fact is, you might have been doomed from the outset – you just didn’t realize it.

    If you haven’t already experienced this pain, here’s how to avoid being lured into relying on social media when it’s not appropriate.

    Read more →

    Inbound Marketing Deception Uncovered

    by  • August 22, 2011 • Analytics, Inbound Marketing, Marketing • 3 Comments

    Inbound marketing is great. Done well in the right situations, it can be a cost-effective way to reach new prospects.

    But it doesn’t work for everyone. Some companies that should be focused on outbound marketing are deceived into thinking that inbound marketing is working for them when it’s really not.

    Here’s an example of how this happened to one company, and what you can do to avoid a similar fate.

    Read more →