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Modern B2B Marketing

This blog is where we share Marketo's latest thinking about B2B marketing, from best practices in demand generation and lead nurturing to accountability and marketing & sales alignment.
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Home / Branding

Modern B2B Marketing

November 24, 2009

Four Ways that B2B Social Media Marketing Builds Brands and Generates Leads

Social media can help build awareness and thought leadership, as well as encourage promoters and improve your organic rankings. Here's why you should allocate some of your demand generation budget to social media.

Read Full Post: Four Ways that B2B Social Media Marketing Builds Brands and Generates Leads

Posted by Jon Miller on November 24, 2009 in Branding , Demand Generation , Modern B2B Marketing , Social Media | Four Ways that B2B Social Media Marketing Builds Brands and Generates Leads | Comments (4) | TrackBack (0)

November 23, 2009

How B2B Social Media Marketing Drives Inbound Leads (Hint It’s All About Risk and Brand)

Risk is at the center of the the hard-to-measure but undeniable connection between brand building and lead generation, between buzz and demand, between social media and inbound leads.

Read Full Post: How B2B Social Media Marketing Drives Inbound Leads (Hint It’s All About Risk and Brand)

Posted by Jon Miller on November 23, 2009 in Branding , Demand Generation , Modern B2B Marketing , Social Media | How B2B Social Media Marketing Drives Inbound Leads (Hint It’s All About Risk and Brand) | Comments (0) | TrackBack (0)

October 14, 2009

Why Thought Leadership Is Your Most Valuable Asset

As a B2B marketer, thought leadership is one of the most valuable assets your brand — or you — can attain. Here are four strategies you can use to build your own thought leadership.

Read Full Post: Why Thought Leadership Is Your Most Valuable Asset

Posted by Jon Miller on October 14, 2009 in Branding , Modern B2B Marketing | Why Thought Leadership Is Your Most Valuable Asset | Comments (8) | TrackBack (0)

April 22, 2009

Beyond the B2B Buying Funnel: Exciting New Research about How Companies Make Complex Purchases

It turns out that B2B buying is far from rational. The latest research shows that 99% of buying behavior is about managing risk. Here's why, and what you can do about it.

Read Full Post: Beyond the B2B Buying Funnel: Exciting New Research about How Companies Make Complex Purchases

Posted by Jon Miller on April 22, 2009 in Branding , Modern B2B Marketing | Beyond the B2B Buying Funnel: Exciting New Research about How Companies Make Complex Purchases | Comments (3) | TrackBack (0)

March 18, 2007

B2B Branding - Why Branding Matters in B2B Marketing

Strewn around my house are pens, coffee cups, calculators, USB memory sticks, and assorted swag from various companies I've met over the years. What is the purpose of all this stuff? Does having a leather portfolio with a vendor's logo...

Read Full Post: B2B Branding - Why Branding Matters in B2B Marketing

Posted by Jon Miller on March 18, 2007 in Branding | B2B Branding - Why Branding Matters in B2B Marketing | Comments (3) | TrackBack (4)

March 08, 2007

How To Use Thought Leadership To Build Brands and Nurture Leads

RainToday.com's recent report "What's Working In Lead Generation" got me thinking about the relationship of thought leadership to branding and lead nurturing. In B2B marketing, all three serve the same purpose: to establish your company as a trusted adviser, so...

Read Full Post: How To Use Thought Leadership To Build Brands and Nurture Leads

Posted by Jon Miller on March 8, 2007 in Branding , Lead Nurturing | How To Use Thought Leadership To Build Brands and Nurture Leads | Comments (0) | TrackBack (2)

December 06, 2006

5. Help buyers research early in the sales cycle

Before the Internet, buyers got most of their information by talking directly with sales reps. As a result, it made sense for sales to engage with the customer early in the buying cycle. Today, however, buyers use the Internet to...

Read Full Post: 5. Help buyers research early in the sales cycle

Posted by Jon Miller on December 6, 2006 in Branding , Landing Page , Modern B2B Marketing | 5. Help buyers research early in the sales cycle | Comments (1) | TrackBack (1)

November 06, 2006

Banner Impact on Search Click-Thru

Seth Godin recently had a post called The 249% Solution, in which he referred to a Yahoo! study on how brand ads and search ads interact. The study found that for one Yahoo! client, (Harris Direct, an on-line brokerage), a...

Read Full Post: Banner Impact on Search Click-Thru

Posted by Jon Miller on November 6, 2006 in Accountability , Branding , Search Engine Marketing | Banner Impact on Search Click-Thru | Comments (0) | TrackBack (0)

October 07, 2006

Highlights from 2006 CMO Council Summit

I had the opportunity to attend this year’s CMO Council Summit in San Francisco, titled “The Power of Engagement: Gaining Customer Intimacy, Influence & Inspiration”. The sessions were heavily focused on consumer marketing and brand building, so this summary will...

Read Full Post: Highlights from 2006 CMO Council Summit

Posted by Jon Miller on October 7, 2006 in Branding | Highlights from 2006 CMO Council Summit | Comments (0) | TrackBack (0)