Tony Karrer (l.) and Tom Pick launched B2B Marketing Zone in 2009 and have turned it into one of the most useful sources of information about its namesake topic on the Internet. B2B Marketing Zone is an aggregation site and newsletter that selects articles and blog posts from nearly 200 contributors. It has 50,000 subscribers and sends buckets of traffic to the authors it syndicates.
The site is build on the Aggregage platform developed by Karrer, a veteran chief technology officer who has a Ph.D. in computer science. Aggregage is an example of how technology and marketing are merging to create individualized experiences for customers and build brand value by amplifying others’ voices. Tony has consulted with some of the world’s largest companies, helping them get their web/mobile strategies in gear.
Tom Pick is an award-winning digital marketing consultant who has helped clients ranging from single-person businesses to billion-dollar corporations improve their online visibility, web traffic, visitor engagement, and lead generation. He writes about content and social media marketing topics on the Webbiquity blog. Although some people say blogging has become less relevant with the growth of social networks and publishing platforms like Medium, Tom still gets plenty of value out of the traffic and relationships he generates with his blog.
In this interview we discuss the value of aggregation and how to get value from organizing and promoting other people’s content. Tom and Tony also offer advice on how to use tried-and-true aggregation tactics to generate visibility and business, such as their new B2B Marketing Trends for 2016 e-book.