B2B | Internet Marketing Blog

The mainstreaming of content marketing: ten implications

Let's face it, content marketing has gone mainstream. That kind of sucks, really, because it used to be a hugely powerful differentiator in most markets.

Soon it will just be the price of entry. Everyone will have a rich content library, so a new eBook or video won't be enough to make you jump out from that pack of pesky competitors.

So how will the world of digital marketing change when content marketing becomes the norm for everyone?

Here are ten predicions and what you can do about them...

by Doug Kessler 25 April 2012 11:33am 7 comments

B2B content marketing: tips from Digital Cream

One of the key areas covered in our B2B Digital Marketing Trends Briefing is that of content marketing.

Built on the views and experiences of B2B marketers who attended Digital Cream London in March this year, one point that was recognised by all was the importance of effective content when looking to become visible on the web.

by Andrew Warren-Payne 19 April 2012 10:09am 4 comments

How B2B digital marketers are using lead nurturing and automation

In our recently published B2B Digital Marketing Trends Briefing, we covered the highlights from 10 roundtables exclusively for B2B digital marketers.

Two related tables were on lead scoring and nurturing (moderated by Bob Apollo) and marketing automation (moderated by Jay Kerr).

The insights from both tables revealed that many B2B marketers did not know where to start with these disciplines, despite recognising their potential benefits.

by Andrew Warren-Payne 02 April 2012 15:21pm 2 comments

Digital B2B marketers struggle to overcome internal cultural challenges: new report

On 15th March 2012, Econsultancy held the largest ever Digital Cream event at the Emirates Stadium in London, where senior client-side digital marketers came together in order to share best practice and learn from their peers.

This year's event included separate tables for B2B marketers, who often face different challenges when compared to their B2C counterparts.

The feedback and commentary from both delegates and moderators has been used to create our B2B Digital Marketing Trends Briefing, which provides an insight into the challenges faced by digital B2B marketers.

by Andrew Warren-Payne 29 March 2012 10:15am 7 comments

B2B social media is easy (honest!)

Recently I’ve been looking a lot more closely at the B2B field, and I’ve noticed that a lot of businesses in the sector are still at the ‘testing the waters’ stage as far as social media goes.

This isn’t true across the board of course, there’s plenty of large B2Bs doing some wonderful stuff, but it struck me that there wasn’t a lot of beginner-level knowledge out there for B2B’s starting out in social media.

The reason I’ve avoided writing about the topic for a while is that most of this has probably been covered in articles we’ve published previously, but it’s always handy to have a quick glance at the principles of what we do and why we do it, and every week more people decide to take the plunge, so hopefully this will help them out as well.

by Matt Owen 07 March 2012 13:33pm 12 comments

The growth of content marketing: infographic

Content marketing is on the rise and relevant and timely content needs to be an integral part of your marketing strategy.

90% of marketers are already doing this but not all have realised the extent of content marketing or how to harness it to its full potential.

by Heather Taylor 10 February 2012 18:20pm 5 comments

The Digital Ocean: how to market to fishers and swimmers

More B2C and B2B marketers are shifting their focus towards increased digital in their tactical mix.

Understanding the digital locations of their target audiences is becoming a standard step in the creation of a digital plan, but many are overlooking the intentions of their online audiences, and adapting their tactics accordingly.

This blog introduces the concept of the digital ocean and the need to locate and market to both fishers (those actively researching products/services) and swimmers (those not looking and just ‘hanging out’ online).

by Andy McCartney 06 February 2012 13:01pm 1 comment

50 key takeaways and soundbites from FUNNEL

On Tuesday more than 500 B2B and B2C marketers attended FUNNEL, our first event to consider where marketing meets sales - and leads become revenue.

With a definite sense of new confidence in the air, the packed speaker programme looked at key challenges and opportunities facing ‘considered purchase’ marketers today – how to best attract, engage, nurture and convert leads.

I’ve collated some of the key takeaways and soundbites below...

by Vikki Chowney 03 November 2011 10:21am 9 comments

25 business-tastic B2B social media case studies

I’ve been asked quite a few times over the past couple of weeks for examples of social media marketing being used in a B2B context.

This is actually more prevalent than a lot of marketers appear to realise – and is certainly something that’s not new to the marketplace.

by Jake Hird 21 October 2011 11:34am 9 comments

Q&A: James Gurd on B2B content marketing

E-commerce and digital marketing consultant James Gurd is the author of our new B2B Content Marketing Best Practice Guide, which we've published this week in the build-up to our inaugural FUNNEL event on 1 November in London.