Eric Wittlake

  • Four overlooked B2B marketing ideas you can use now

    … in your sales pipeline. Demandbase has clearly established themselves as a leader in this space, if you are looking at account based advertising, they certainly should be on your calling list. Other interesting more recent entrants to the space include Terminus and Madison Logic, and a number of B2B publishers, including TechTarget and IDG, offer…

    Eric Wittlake/ {grow}in Social Facebook- 24 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. But five years from now, we’ll look back…

    Eric Wittlake/ {grow}- 19 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…

    Eric Wittlake/ {grow}- 18 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…

    Eric Wittlake/ {grow}in How To's- 12 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…

    Eric Wittlake/ {grow}in Social- 19 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…

    Eric Wittlake/ {grow}in Content- 13 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…

    Eric Wittlake/ {grow}- 9 readers -
  • Two questions to help you find the value of marketing

    … how many of them would have become customers anyway. We had not measured our impact. Re-thinking the value of marketing Despite the advancements in data and analytics over the last 10 years, this same thing still happens every day. What’s worse, it is celebrated, with awards or case studies highlighting the success of things like social media…

    Eric Wittlake/ {grow}- 16 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…

    Eric Wittlake/ {grow}in Content Google Twitter- 9 readers -
  • 3 Steps to Building a Better B2B Target Account List

    … marketers: Nuance: Engaged 46% of their targets and delivered a 19-1 ROI. CenturyLink: 26% of targets won and an 8-1 ROI. (I was fortunate to have had a hand in this program) What has been your experience creating account lists and account-based marketing programs? Disclosure: I’ve purchased and/or evaluated the offerings listed here but have…

    Eric Wittlake/ {grow}- 14 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. In comparison…

    Eric Wittlake/ {grow}in Social- 34 readers -
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