Eric Wittlake

  • Four overlooked B2B marketing ideas you can use now

    By Eric Wittlake, {grow} Contributing Columnist Many of us are faced with a dizzying array of new marketing technologies and tactics competing for a slice of our time and budget. So what new B2B marketing ideas should you focus on next? Here are four gems you might have overlooked. In my experience, these are not yet widely used technologies, and the un-tapped potential is ...

    Eric Wittlake/ {grow}in Social Facebook- 19 readers -
  • 5 Big tips to make LinkedIn ads work for you

    By Eric Wittlake, {grow} Contributing Columnist LinkedIn is today’s B2B media powerhouse. If you are a B2B marketer, in nearly any sector, chances are you are paying attention to LinkedIn, as well you should. LinkedIn brings three things that make it stand out from other B2B media companies. Scale.

    Eric Wittlake/ {grow}in Mobile- 10 readers -
  • Big data for marketing? You ain’t seen nothing yet.

    By Eric Wittlake, {grow} Contributing Columnist The data that informs your marketing today is probably the equivalent of a few quick notes quickly jotted down on a sticky note on your desk. I know, I know, we have more data than ever before. We have so much data we’ve even coined a name for using it.

    Eric Wittlake/ {grow}- 17 readers -
  • If you can’t measure marketing ROI, find the right alternative

    By Eric Wittlake, {grow} Contributing Columnist We’ve all seen it. We’ve probably all done it. Maybe as recently as today (gulp). “…and our click rate is 30% above the benchmark!” Click rate? No one cares!! Yet this isn’t uncommon. We are still reporting back to the business we are charged to support using metrics that don’t matter one bit to the business.

    Eric Wittlake/ {grow}- 17 readers -
  • How I am Embracing Change and Living Purposefully

    By Eric Wittlake, {grow} Contributing Columnist We can all recite the now cliche quote that marketing will change more in the next 5 years than it did in the last 50. We’ve all said at some point that change is the only constant. But do we really love it? Change can be downright terrifying, yet for many of us it isn’t because we are terrified of something new.

    Eric Wittlake/ {grow}in How To's- 10 readers -
  • Stop Nurturing Me

    By Eric Wittlake, {grow} Contributing Columnist I’m sick of being “nurtured.” To nurture, according to Google, is to “care for and encourage the growth or development of.” The problem is, when a marketer is “nurturing” me, they are clearly caring for and encouraging the growth of their pipeline and revenue. Not me. Not my career. Not my business.

    Eric Wittlake/ {grow}in Social- 13 readers -
  • Do People Trump Content in Marketing?

    By Eric Wittlake, {grow} Contributing Columnist The world is digital. We find, research, and buy online. But when it comes to big decisions, we still lean on real people, even if that leaning is often digital. At the Sirius Decisions conference earlier this month, Sirius introduced new research based on responses from more than 1,000 B2B executives recently involved in signi ...

    Eric Wittlake/ {grow}in Content- 11 readers -
  • The Best Way to Measure Thought Leadership

    By Eric Wittlake, {grow} Contributing Columnist The more we use a word, the more we destroy its meaning. Thought leadership? Sure! We’ll just start publishing the barely regurgitated points of view previously shared by others that actually took the time to think about them. Piece of cake. Sadly, this seems to be what thought leadership means to many marketers today.

    Eric Wittlake/ {grow}- 8 readers -
  • Two questions to help you find the value of marketing

    By Eric Wittlake, {grow} Contributing Columnist I was just starting out in this marketing world and we were preparing to present the results of our first online advertising program to our largest client. We were thrilled. Our data clearly showed a big increase in the number of customers from advertising, and that our approach was significantly more cost effective than the prior agency’s.

    Eric Wittlake/ {grow}- 15 readers -
  • Three Tips for Improving Twitter Ad Campaigns

    By Eric Wittlake, {grow} Contributing Columnist You could say I’ve become mildly addicted to Twitter ads recently. Without the benefits of business information, like LinkedIn, or granular interest information, like Facebook, Twitter ad campaigns are a unique challenge for B2B marketers, and that makes a successful program that much more rewarding.

    Eric Wittlake/ {grow}in Social Twitter- 10 readers -
  • The Chasm of Expectations Between B2B Marketers and Buyers

    By Eric Wittlake, {grow} Contributing Columnist If marketing cannot reach potential buyers, if it cannot engage them, if it cannot capture and hold their attention, even briefly, marketing will disappear. It will be like the tree that falls in a deserted forest. Of course, this would never happen… or would it? I recently attended LinkedIn’s Tech Connect 14 event.

    Eric Wittlake/ {grow}in Content Google Twitter- 8 readers -
  • Does Content Marketing Really Have a Confidence Problem?

    By Eric Wittlake, {grow} Contributing Columnist You’ve seen the CMI content marketing research stat: only 42% of B2B marketers believe they are effective at content marketing. Often, it is paired with a statistic like 93% of all B2B marketers use content marketing or 73% are producing more content than they did a year ago. What’s going on here? Low confidence in success.

    Eric Wittlake/ {grow}in Content Google Facebook Twitter- 12 readers -
  • 3 Steps to Building a Better B2B Target Account List

    By Eric Wittlake, {grow} Contributing Columnist Back when direct mail was a staple of B2B marketing, everyone involved knew your list could make or break your marketing. Yes, your offer, creative and message mattered too, but the list was the biggie. Today, the right B2B Target Account List is even more important if you are adopting account-based marketing, but it doesn’t sp ...

    Eric Wittlake/ {grow}- 13 readers -
  • 5 Reasons LinkedIn Has Lost Its Luster

    By Eric Wittlake, {grow} Contributing Columnist Twitter may be my favorite social network, but LinkedIn was always the network I valued the most. LinkedIn is where I connected with colleagues, clients and business partners. I knew when they moved, when they were promoted and sometimes even what they were working on.

    Eric Wittlake/ {grow}in Social- 29 readers -