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Lee Odden

31 Predictions on the Future of B2B Marketing

Lee Odden on Sep 23rd, 2014     B2B, Marketing & PR Industry

B2B Marketing Forum eBook

Precognitive Marketing, neural interfaces to marketing dashboards, Google cranial implants – is this science fiction or is it the future of B2B marketing? Maybe a bit of both!

These and many more insights (of the predictive and practical kind) can be found in our latest eBook, The Future of B2B Marketing as part of our promotions for MarketingProfs B2B Forum. With a conference theme of “Marketing for What Comes Next” we’ve connected with 31 of the top B2B marketers from Xerox to LinkedIn to Marketo to get their predictions about the future of marketing to businesses.

The future of B2B marketing is far from boring and now, more than ever, B2B marketers are thinking creatively and dreaming big about new ways to attract, engage and inspire business buyers.

Lee Odden

Over 100 B2B Content Marketing Statistics for 2014

Lee Odden on May 5th, 2014     Content Marketing

B2B content marketing statistics 2014

Thanks to Content Marketing Institute and MarketingProfs, each year there’s a new report covering the latest trends in B2B content marketing.

From insourcing vs. outsourcing to the most effective tactics, there is plenty of insight in this report to help guide B2B marketers in the right direction.

As a blogger, public speaker and strategist, I know how convenient it can be for statistics in a report like this to be broken out. I did this once before with 100+ B2B Content Marketing Statistics for 2013 and it was well received. So here is the list updated according to the 2014 report.

B2B content marketing

93% of B2B marketers are using content marketing (2013 91%)

Content Marketing Effectiveness: 42% of B2B marketers say they are effective at content marketing (2013 36%)

Ashley Zeckman

Online Marketing News: Create Content Gold, Google+ Communities, Instagram Snubs Twitter

Ashley Zeckman on Dec 7th, 2012     Online Marketing, Online Marketing News

Visual Gold Infographic Marketo

Visual Gold

This new infographic from Marketo (client) takes a dive into content marketing campaigns of the future.  Those that focus on creating visually appealing content in a way that still creates value to the readers.  In this infographic you’ll find ideas such as:

  • Content Formats
  • The Five Pillars of Visual Marketing
  • Promotion & Distribution

Pope Joins Tweeting Masses With @Pontifex Handle
Benedict XVI will begin tweeting in eight languages beginning December 12th, 2012 using the handle: @Pontifex.  The pope will use Twitter to respond to questions live during his weekly general audience.  Not surprisingly, within only 10 hours of the announcement, Benedict had already reached nearly a quarter million followers.  Via The New York Times.

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.

Ashley Zeckman

Online Marketing News: B2B Marketing History, Shake It For Coca-Cola, AdWords Credit Program, Facebook Collections, Emma Watson Dangerous Search

Ashley Zeckman on Oct 12th, 2012     Online Marketing, Online Marketing News

B2B Marketing: Our Shared History (From the 2012 MarketingProfs B2B Forum)

For the record, B2B Marketing is not boring.  It is an industry ripe with opportunity for innovation and creativity.  This video from MarketingProfs takes you on a short journey though the history of B2B Marketing.  For more helpful tips be sure to check out the B2B Marketing Innovation eBook.

Coca-Cola Equips Vending Machines With Kinects, Lets You Dance For Free Cokes
In an effort to remain the number 1 global brand, Coca-Cola has come up with an innovative and interactive advertising campaign.  Coca-Cola has equipped a number of their vending machines with webcams and Microsoft Kinect sensons.  In order to win a free soda you must follow a series of dance moves shown the on the screen.  Via SingularityHUB.

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.

Lee Odden

B2B Marketing Innovation: Tips On Creating Social Influence in B2B Marketing from Alan Belniak of PTC

Lee Odden on Sep 24th, 2012     B2B, Interviews, Marketing PR Conferences

Finding a way to influence your prospects, customers, and company advocates is an essential part of doing business in today’s digital world.  Finding different methods of creating influence is essential with complex purchasing processes often present with B2B marketing.

Fortunately, we have the insight of savvy B2B marketers who are out in the field, developing, testing and implementing best practices that are willing to share with our readers here at Online Marketing Blog.

To that end, next up in our series of B2B Marketing expert interviews is PTC’s Alan Belniak.  As Director of Social Media Marketing, Alan focuses on product lifecycle management developing strategy and innovating the right mix of social media tactics to create influence and and value with their business customers.

Lee Odden

B2B Marketing Innovation: Social Media Marketing Tips from Amber Naslund of SideraWorks

Lee Odden on Sep 24th, 2012     B2B, Interviews, Marketing PR Conferences

amber naslundAs customers evolve and change the way that they find and consume information, marketers must innovate their approach to meet customers where they’re looking, especially in the social media world.

Business to Business marketing can involve many decision makers and sales cycles that take weeks or months.  Navigating the mix of social content types for different customer segments over time can be a challenge. Luckily, we’ve picked the brains of some of the digital marketing’s world’s brightest to share their practical and innovative B2B marketing tips.

To that end, we visited with Amber Naslund, who is a business strategist with a strong focus on social media communication and community initiatives in the B2B Marketing arena.  Amber is the co-author of The NOW Revolution, and her blog Brass Tack Thinking has been recognized for excellence in social media and community related content.

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