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Evan Prokop

SES Chicago: Building the B2B Social Media Machine – 6 Steps for Success

Evan Prokop on Nov 15th, 2012     B2B, Online Marketing, Search Engine Strategies, Social Media

B2B Social Media: 6 Steps to SuccessIt’s day 2 of SES Chicago, and the online marketing education is flowing full force.  I saw an excellent presentation about building a killer B2B social media strategy with Adriel Sanchez (@Adriel_S) of SAP.  With the sea of platforms, tactics, and schools of thought around B2B social media, it can be difficult to put together an actionable strategy that gets real results.

Follow the steps below to get your B2B social media strategy working for your business.

1. Forget Social Media, Think Content Marketing

Social media works best as a component of an overall content strategy.  The key is to think like a publisher, not a marketer.  This means avoiding the common pitfalls of being overly self-promotional or too sales oriented.

Lee Odden

100+ B2B Content Marketing Statistics for 2013

Lee Odden on Nov 5th, 2012     B2B, Content Marketing, Online Marketing

B2B Content Marketing Report 2013

Content Marketing Institute and MarketingProfs have partnered with Brightcove to research and produce a very useful report for North American marketers:

B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends  

As with most joint venture reports from CMI and MarketingProfs, this report has been shared and written about pretty enthusiastically in the media and blogosphere. It’s easy to understand why: B2B marketers “get” that they need content as a more substantial part of their overall marketing mix, but they need to know more about how.

There are many sharable nuggets in this report which you can view embedded at the end of this post.  I also thought it would be handy for other marketers/authors/speakers like myself that need to write articles, reports and give presentations to break some of the findings out into one line stats that would be easy to copy and share.

Lee Odden

Connecting Marketing & IT: 5 Tips for Creating a Shared Marketing Agenda with Your CIO

Lee Odden on Nov 1st, 2012     B2B, Guest Posts, Online Marketing, Social Business

connect marketing ITOn occasion we connect with smart people and ideas we think are worth sharing as a guest post here at Online Marketing Blog. Today, I’d like to introduce you to Heidi Ambler, Director of Social Business at IBM.  Heidi has over 20 years with IBM where she leads a team responsible for their enterprise social software business.

In a digital world where technology and  consumer behaviors are changing rapidly, Heidi makes the argument for better alignment between IT and marketing as a path towards greater success and competitive advantage.

Heidi Ambler IBM Social BusinessAccording to recent survey results, 60 percent of marketers cite a lack of alignment with the company’s IT department as the biggest obstacle to reaching today’s digitally empowered and social savvy consumers.

Ashley Zeckman

The B2B Lead Generation Manifesto [Infographic] by Oli Gardner

Ashley Zeckman on Oct 17th, 2012     B2B, Guest Posts, Online Marketing

[We're trying something different and including this sponsored post from Oli Gardner, Co-Founder & Creative director at Unbounce, a sponsor for the Minneapolis launch of Lee's book Optimize.  You may know Unbounce as that clever service that gives marketers and marketing agencies an easy way to create, publish and test landing pages without IT or developers.]

As a digital marketing agency that does a substantial amount of consulting in the B2B Marketing space, we’ve paid a lot of attention to the topic here at Online Marketing Blog with tips posts and the recent B2B Marketing Innovation eBook we put together in partnership with MarketingProfs.

Sara

5 Types of B2B Content Marketing Blunders That Offer Teachable Moments

Sara on Oct 10th, 2012     B2B, Content Marketing, Online Marketing

Nobody likes to make a mistake or fail at something. Even so, the beauty of an error is the fact that you can learn from the experience. It’s even better if you can learn from someone else’s gaffe – before you make a similar blunder.

The B2B content marketing stories you’re about to read are true.  The mistakes listed here are commonly experienced in digital marketing and weren’t major catastrophes. But each one provides a great teachable moment that could help you think about what to look for in your own marketing programs and how they may be improved for enhanced results.

Lee Odden

Content Marketing: Why to How with Business Innovation from SAP

Lee Odden on Oct 8th, 2012     B2B, Content Marketing, Marketing PR Conferences, Online Marketing

Michael Brenner SAP

Building the case for content marketing is an ongoing battle and while a huge number of companies are not on board with “brand as publisher” yet, many are. They “get it” but are in search of more practical advice on the how.

That’s what Michael Brenner, Senior Director, Global Integrated Marketing and Content Strategy at SAP and co-founder of Business to Community provided at the MarketingProfs B2B Forum last week in his session: Content Marketing: Moving From the “Why” to the “How”.

The world is changing faster than we can keep up with. Just a few years ago, no one used terms like “social media”. Today, it’s unusual not to. We went from not sharing much of anything to sharing a lot. Our kids are going to grow up with virtually everything digitally documented.

Lee Odden

MarketingProfs B2B Forum: Integrating Social Media & Content to Optimize the Sales Funnel

Lee Odden on Oct 4th, 2012     B2B, Content Marketing, Marketing PR Conferences

MarketingProfs B2B Forum Lee Odden

The importance of integrating earned, owned, paid and shared media couldn’t be any greater and this week I’ll be giving a track keynote at the MarketingProfs B2B Forum conference in Boston on just that. My presentation will focus on the essential strategies and tactics for sales funnel optimization success with content, search and social media marketing.

To get things started, here are some handy general stats on search, social and content marketing plus quite a few specifically for B2B marketing:

50 Billion – By 2020, Ericcson predicts there will be 50 billion internet connected devices. The world population is estimated to be at around 7 -8 billion.

Social Media Marketing:

60% of B2B decision makers use social media, according to a Global Web Index study reported by Social Media B2B, late 2011.

Lee Odden

B2B Marketing Innovation: The Truth About Influence in B2B Marketing from Master Strategist Paul Gillin

Lee Odden on Oct 1st, 2012     B2B, Interviews, Marketing PR Conferences, Online Marketing

Paul GillinThe final interview in our series on B2B Marketing Innovation comes from Paul Gillin, a veteran journalist, author and strategist. He’s the author of several books on new media including, Social Marketing to the Business Customer, with Eric Schwartzman.  Paul is giving a sold out workshop and an interactive presentation on influence.

In this interview, Paul shares the truth about the role influence plays in B2B Marketing, the importance of community building, common mistakes with marketing planning, deciding on the right tactical mix and his favorite B2B Marketing tools.

Please tell us a little about you and the kind of b2b marketing work you’re most excited about. Solve any tough ones lately?

Lee Odden

B2B Marketing Innovation eBook – Break Free of Boring B2B With These 33 Tips

Lee Odden on Sep 28th, 2012     B2B, Marketing PR Conferences

b2b marketing innovation

Is your B2B marketing feeling “old fashioned” and out of date? Have your white papers, direct mail and webinars been called out as “boring”? Maybe you’re losing interest with prospects because corporate chest beating about products and services just isn’t enough anymore?

There’s a growing movement amongst progressive business to business marketers to break free of stale and antiquated digital marketing tactics. While consumer product marketing has long been associated with more interesting and compelling marketing efforts, modern B2B marketers include numerous companies that are creating amazing programs to attract, engage and convert business buyers with infotaining content, compelling social engagement and memorable calls to action.

Lee Odden

B2B Marketing Innovation: What B2B Marketers Can Learn From Cartoons with Tom Fishburne

Lee Odden on Sep 27th, 2012     B2B, Interviews, Marketing PR Conferences, Online Marketing

Customer preferences for information discovery, consumption and engagement have evolved in a way that requires marketers to adapt. In particular, B2B marketers have had to find new and innovative ways to communicate with customers over long sales cycles filled with digital distractions from smartphones, tablets, computers and other connected devices.  Content types are equally diverse and can range from videos to white papers to infographics and even cartoons.

Tom Fishburne is the Founder and CEO of the wildly popular Marketoonist and in this interview, he’ll share a sneak peek into his B2B Marketing Forum presentation, the importance of storytelling, deciding on visual content and his prediction on the future of B2B Marketing and innovation.

We’re big fans of your work!  Please describe how you become a “Marketoonist”.  Did your journey really start with doodling on business cases at Harvard?

Lee Odden

B2B Marketing Innovation: Why Before What in Social Media Strategy – B2B Insights from Mack Collier

Lee Odden on Sep 26th, 2012     B2B, Interviews, Marketing PR Conferences

Determining why your company should engage in a social media plan is one of the first and most important steps.  Working towards the “what” without the “why” can result in wasted time, money and set a B2B marketing program off track.

Next up in our B2B marketing innovation interview series is Mack Collier, a well known and respected social media strategist and trainer specializing in helping companies better connect with their customers via social media. Mack is also the force behind #BlogChat, the largest organized chat on Twitter.

In this interview, Mack dives into four things brands can do to cultivate and connect with fans, as well as well as three basic questions every marketer should ask themselves before embarking on a social media marketing program. He also offers sage advice on B2B marketing innovation and tools.

Lee Odden

B2B Marketing Innovation: Create More Compelling Content from Rob Yoegel of Monetate

Lee Odden on Sep 25th, 2012     B2B, Interviews, Marketing PR Conferences

Rob Yoegel - Speaker- MarketingProfs B2B Marketing ForumBuilding a solid marketing team and ensuring the company is on the same page with prospect and customer communications is essential for B2B marketing success.

In the 3rd interview of this week’s series on B2B Marketing Innovation, Monetate’s Rob Yoegel takes a deep dive into working with a team to create compelling content for more effective B2B marketing.  From marketing on a shoestring budget to practical tips on being more innovative with B2B content, Rob gives a great overview on the importance of innovation for B2B marketing success.

Please tell us about your role at Monetate and the kind of B2B marketing work you’re most excited about there.

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