T-Shaped Marketer skill set

The T Shaped B2B Marketer: The Importance of Being Deep and Wide

I was first introduced to the idea of a “T shaped marketer” in Mike King’s session “Technical marketing is just the price of admission” at Inbound 2015. It gave me a better understanding of where marketing is today and what I need to do to be a successful marketer.

If you’ve been in inbound marketing for very long you know that no piece of inbound marketing can succeed on it’s own. In order to succeed, your different inbound tactics have to work together to form a comprehensive strategy. As I showed in my post “The B2B Inbound Solar System: Dimensions of A Solid Inbound Strategy” you can’t do SEO if you don’t have content, you can’t have content if you don’t have a website, you can’t have social media if you don’t have content and so on and so forth.

Because of this, it often helps to have a broad understanding of inbound marketing to be effective. But you can’t know everything about everything, so what’s the balance? The solution to this predicament that many have proposed is the “T-shaped marketer.”

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Dangers of Inbound Marketing

The Seven Deadly Dangers of B2B Inbound Marketing

This post has been updated to include links to the 2017 State of Inbound Marketing Report. The Seven Dangers are all still Deadly so they remain the same.

If you have a paralyzing fear of failure, you may not want to read any further.

If you seek the B2B marketing treasure of more visits, more leads, more sales and customers that love you then let’s keep going…

Begin with a search of the term “Inbound Marketing Methodology” and your results will reveal what looks like a simple map. This bright and colorful chart indicates riches are there for any B2B marketing team that simply follows four easy steps to the land of unlimited leads and delighted customers.

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B2B SEO confusion

SEO Makes The Internet A Better Place For B2B Marketing

There are two kinds of b2b marketers in the world: ones that know something about SEO and ones that think they know something about SEO.

As someone that is attempting to move from the second group to the first, I’d like to give you some insights into what it is, give you some guidance on how to do it and explain why it actually makes the world a better place.

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The B2B Inbound Solar System

The B2B Inbound Solar System: Dimensions of a Solid Inbound Strategy

B2B inbound marketing is complex and multifaceted. Each inbound discipline works best as one piece in an overall strategy. It’s not enough to have great content, or a stunningly designed website. In order to get the most out of inbound, you have to understand how all these different things work together. In that sense, it’s better to have every piece of your inbound strategy functioning, than to have a few of the pieces working perfectly.

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Drip. Drip. Splash!

Lead Nurturing Drip Campaigns Need Splash

The marketing phrase “drip campaign” sounds so weak and wimpy.

Unfortunately, it’s often an accurate description. We’ve all been on the receiving end of what seems like a non-stop series of marketing emails from someone trying to tell or sell us something.

As part of an Inbound Marketing methodology, digital drip campaigns are initiated by a website visitor that converts on an offer for content. By their online behavior and completing a form, they have self-identified and opted-in for more information. They have now triggered a sequence of personalized emails that will be sent to them automatically as part of a direct marketing work flow.

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Email Marketing: The B2B Marketer's Loyal Hound

Email Marketing: The B2B Marketer’s Loyal Hound

There a lot of different content mediums these days. Every couple of months or so we hear about a new social platform or the demise of an old one. Us marketers are always chomping at the bit to learn the newest trend, tool or trick so that we can say we’re at the forefront of the societal shift that these new content mediums are creating.

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Blogs, Vlogs, Podcasts and Email Marketing Pros and Cons

Blogs, Vlogs, Newsletters and Podcasts: B2B Marketing Pros and Cons

Are you strapped for time? Don’t have the resources to crank out content on a blog, podcast and a complex workflow of lead nurturing emails? Great! This article is for you.

There are a lot of methods of packaging great b2b marketing content: newsletters, blogs, podcasts, youtube channels, Periscope, Twitter and a million more. Blogs, vlogs, podcasts and newsletters are in a category of their own because of their ability to serve as a foundation for a content strategy. There are many businesses right now that use one of these four methods as their primary method for publishing their content.

In this article I will explore the roles of these different kinds of content, their different strengths and weaknesses and hopefully help you to know what’s best for your business.

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Three b2b marketers following each other off of a cliff

Using The Theory of Reasoned Action To Improve Your B2B Marketing

“If everyone else jumped off a cliff, would you?” The famous words uttered by mothers everywhere in response to children who desperately want to follow the crowd. Kids aren’t the only one’s influenced by their peers. Even into adulthood, social attitudes play a significant role in the decisions we make.

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Club Inbound 2015

7 Takeaways From HubSpot’s Inbound 2015 Conference

14,000 marketers, over 250 speakers, 4 days, Inbound 2015 was crazy. You can get a little taste of what I mean from the above picture. HubSpot, like their annual conference has grown exponentially every years. In 2013 there was a mere 5,000 marketers. This was my first time to Inbound, so it was all new to me.

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Joe Pulizzi's Content Inc. book cover

Joe Pulizzi’s Content Inc.: Building A Business With Content Marketing

The term “content marketing” has graduated from a trendy term to a tried and true method of growing a business. With the rise of content marketing has come the ability to look at what works and what doesn’t and develop a comprehensive strategy to help companies use content marketing more effectively than ever before.

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