A B2B marketing communications (marcom) plan without SEO could undermine B2B lead generation programs and even worse, generate leads for your competitors. For some reason many B2B marketers don’t see the value of SEO. Often, B2B marcom managers are tasked with short term lead generation at the expense of long term search engine optimization. The harm in doing so is that without SEO, lead generation programs could drive leads to your competitors.

Here’s a good presentation on why B2B marketing communications professionals need a content marketing strategy as part of their marcom strategy. B2B marketers can benefit from a content management strategy because it can help engage and move prospects further through the complex B2B buying cycle. Tell us what you think about content marketing. Online Marketing […]

I don’t usually make predictions, but As a B2B marketer, I predict that social media is as big, if not bigger, than the internet was back in ’94 when everyone was scurrying to put up a website. I see it happening all over again with social media. It happened to a lesser extent in ’02 […]

Despite spending a collective $51 million/day on PPC, Fortune 500 Still ‘Largely Invisible’ In Natural Search says a Search Engine Land article by Matt McGee I had this conversationw with a B2B marketing colleague of mine and we both agreed that organic search is still an important part of an integrated marcom plan. It should […]

Here is one of the most effective case studies for integrated marketing communications–the 2008 presidential election. What’s really interesting is that it didn’t start with a grandiose message and slick creative. Instead, the focus was on a simple message and integrating the message within the fragmented communities making up the country. Enjoy the AdAge article, […]

In an older blog post–pre mainstream social media–I dicussed the B2B integrated marcom campaign and how the marcom mix shifts based on the buying cycle phase. Now that more B2B marketers are adding social media to the marcom mix, the question I’m often asked is, “Where does social media belong in the B2B marcom mix?” […]

The message I took away from yesterday’s B2B Magazine Netmarketing Breakfast was that B2B marketers can still market effectively–even with flat or reduced budgets. It’s all about optimizing the marcom mix that you already have. Most of the marketers in the room agreed that trying something new–even on a frugal budget–will be part of their […]

Integrated marketing communications is ripe with tools from basic printed materials to social networking. But the one tool that B2B marketers are integrating into their marcom mix is video. Why? It’s enagaging. It lets you convey messages in 3D, which means you can have greater impact than you could from just a single print or […]

A recent survey says that B2B marketers are slower to adopt Web 2.0 and social media than their B2C counterparts. The survey says that 15% consider themselves “pros” at Web 2.0 technology, while 54% are trying to learn it. The survey indicates that increasing reader engagement is the primary purpose of B2B websites. The tactics […]

OK… you’re probably sick of hearing about social media. So have you integrated it into your 2009 marketing communications program? A recent Forrester report indicated that more than 90% of B2B buyers are using some form of social media. (Thanks to my friends at HubSpot for posting this snippet.) Josh Bernoff goes on to say […]