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- 16 readers -
  • Big data for marketing? You ain’t seen nothing yet.

    … at “Big Data for marketing” and chuckle at how worked up we got over so little. Why? The data we have today is just a tiny sliver of the data we will be swimming in soon. Some of this new data may be terrifying. But the data we have today was terrifying in concept just 10 years ago. As we have in the past, we will come to accept that much…

    Eric Wittlake/ {grow}- 16 readers -
  • If you can’t measure marketing ROI, find the right alternative

    … the first step or two). 1. Find the right metrics Better metrics start by answering a pretty simple question: would you spend money to change that number? You are investing time and money into your marketing, you need measure what justifies that investment! There is, of course, an obvious answer for many of us that meets this test: profit…

    Eric Wittlake/ {grow}- 16 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- 9 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- 11 readers -
  • Do People Trump Content in Marketing?

    …. Not a video. Not a white paper. Not any of the content we produce as marketers. But a real live presentation from sales. We are overwhelmed with content today. Courtesy of Google, we have an immeasurable library of information in the palm of our hand. Through reviews or social media, we have a window into the real experience hundreds, even thousands…

    Eric Wittlake/ {grow}in Content- 9 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}- 6 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}- 14 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- 7 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}- 11 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…

    Eric Wittlake/ {grow}- 11 readers -
  • 5 Reasons LinkedIn Has Lost Its Luster

    …. LinkedIn started pushing content on you LinkedIn Signal and LinkedIn Today were once great ways to discover interesting content. But now almost all I see in LinkedIn Pulse is content published on LinkedIn. Gone is the variety, the original content and the opportunity to discover new and interesting source. Chad Pollitt nailed the issue a year ago…

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