SEO Mistakes B2B Marketers Must Avoid

I’m pleased to welcome guest blogger Brad Shorr to share his insight on one of today’s most important B2B marketing topics — SEO. ——————————- For B2B marketers wishing to use search engine optimization (SEO) as a source of qualified leads, the most crucial element to remember is to think long term. “SEO campaign,” a phrase […]

Perfectly time your contact with B2B buyers.

It’s widely understood that most B2B buyers conduct product or service research on the Web during the buying process. Knowing when they do this online research can give B2B marketers great insight into what marketing practices to put in place and when. Fortunately, Derek Singleton, a B2B Sales and Marketing Analyst for Software Advice, studied […]

1-Minute Quiz May Reveal Your Best B2B Marketing Tool

In the early days of this B2B marketing blog I wrote a post about social media called “Getting over our own marketing bias.” In the post I clearly stated that I didn’t “get” social media. I couldn’t see what benefits it brings to B2B marketing. Of course, because I recognize my bias, I work hard […]

Lookin’ for B2B buyers in all the wrong places?

Sometimes B2B marketing is conducted like the country song “Lookin’ for Love” made popular by Johnny Lee in the 1980 film Urban Cowboy. I was reminded of how common this problem is when working on a recent copywriting project. The work was for a B2B marketing agency whose client was selling products and services to […]

B2B marketing that talks “Outside-In” not “Inside-Out”

A few weeks ago, a colleague forwarded a post — “Better SEO through Integrated Content Marketing,” by Scott Fasser — that was on the Optify blog in 2012. In the post, Scott recognizes that SEO is no longer a separate tactic but an integral part of B2B marketing strategy. He discusses four essentials to maximizing […]

Why B2B marketers must read this book on lead generation.

The title of David Scott’s new book “The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI” is a bit misleading. It doesn’t just cover the new rules of lead generation marketing that involve LinkedIn, Twitter and Facebook. It covers all the channels and all the practices necessary to achieve successful B2B marketing […]

5 must-dos in B2B marketing measurement and metrics.

I just attended another fabulous live presentation by the San Diego Direct Marketing Association. The speakers, Randy Gerson of Gerson & Associates and Chris d’Eon of Deon Direct, knocked one out of the park — again. Last time I saw Chris speak was when he was at ProFlowers. It was at that talk that I […]

Personas: They’re not just for B2C marketing anymore.

Thanks to Software San Diego, I finally got the opportunity to learn about why there is such a widespread interest in personas these days. I always thought of them in terms of B2C marketing. Although creating personas is more formalized than it used to be, we B2B direct marketers have been targeting messaging to customer […]

Three B2B marketing practices driving me crazy this week

Some B2B marketing best practices are costly or complex. For example, B2B lead generation that uses direct mail is a best practice as it’s always proven to work better than email marketing. But it is much more complex and costly than email. I understand it when B2B marketers do not follow best practices because of […]

Last-ditch B2B marketing metric.

Recently I responded to an offer for a paper, “Getting Started with Marketing Measurement,” from Act-On Software. The paper opens with: “The B2B marketing world has changed a lot over the past decade. One especially important new trend is the growing emphasis on measurement and analysis.” Coming from a direct marketing background in which measurement […]