• 2 Dirty Secrets About Content Marketing and Social Media

    by  • October 24, 2011 • 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.

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

    by  • October 6, 2011 • 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.

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    Is Your B2B Prospect Database Undermining Your Hard Work?

    by  • September 26, 2011 • 0 Comments

    Today, at the Marketing Sherpa conference in Boston, Brian Carroll (author of Lead Generation for the Complex Sale) listed the most common tactics B2B companies pursue to increase lead generation, then he cited the one B2B companies rarely address, though it often offers the highest return.

    Here’s the list, the exception, and a cautionary tale of how and why one of my clients was surprised to find out how poor their expensive prospect database was.

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

    by  • September 19, 2011 • 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.

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    B2B Marketing Lessons from Kayaking with Alligators

    by  • September 14, 2011 • 0 Comments

    B2B marketing is a little like kayaking in the everglades. You don’t have signs to let you know the exact right route. Deep experience elsewhere doesn’t always help in the current situation. Plotting your course by interpreting the moves of others can mislead you. You can spend a lot of time testing the wrong channels before you find the right one.

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    Why Your B2B Social Media Marketing Results May Disappoint

    by  • September 6, 2011 • 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.

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    Inbound Marketing Deception Uncovered

    by  • August 22, 2011 • 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.

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