Digital B2B Marketing

FEBRUARY 28, 2012

Of course not! As B2B marketers, focusing on your audience is absolutely critical. However, you must look forward, at where your audience will be. Research and observation tell you where your audience has been and what they have been interested in. But what will they be interested in and using in 6, 12 or 24 months? If you are focused on what your B2B target audience has done in the past or is doing today, you will miss new opportunities like the Internet (2000), Twitter (2009) or Pinterest (201

Twitter 106

Twitter B2B Marketing Internet Marketing Course 106

Digital B2B Marketing

FEBRUARY 23, 2012

Have you ever wondered who is sharing your blog posts or other content on social media sites but don’t have access to expensive social media monitoring applications that can tell you? Here are ways you can find out who is sharing your content, and in some cases how much traffic each share is driving, on Twitter and LinkedIn. Some of the approaches here use Google Analytics or WordPress statistics, the measurement solutions I use here on B2B Digital Marketing.

Linkedin 145

Linkedin Twitter Stats Marketing Analytics Tools 145

Digital B2B Marketing

FEBRUARY 21, 2012

Pinterest is the marketing flavor du jour. Media and press are tauting the ability of Pinterest to drive traffic and the time spent on Pinterest. Many B2B marketers do not have any presence on Pinterest. In my search for major B2B marketers on Pinterest, I only found a handful using it actively. Here are three of the better B2B marketing examples I found.

B2B Marketing 156

B2B Marketing Brand Identity Branding B2B 156

Digital B2B Marketing

FEBRUARY 14, 2012

The latest #B2Bchat discussion focused on the relationship (or lack thereof) between corporate websites and demand generation. Can corporate websites support demand generation and lead capture? Or do marketers need to build microsites to support demand generation effectively? These are some of the questions we tackled on B2Bchat on February 8, 2012, and I had the privledge of moderating the discussion on Twitter.

Demand Generation 111

Demand Generation Demand Generation Marketing Websites 111

Digital B2B Marketing

FEBRUARY 13, 2012

The digital media landscape is changing rapidly. Once, most advertising was purchased directly from publishers. Today, increasingly, advertisers and agencies are purchasing media in real time auctions, impression by impression. To put this into context, AT&T purchased 105 billion impressions in 2011, according to research from ComScore. Purchased through modern media platforms, that would require winning 105 billion auctions, and participating in far more.

Demand Generation Agencies 110

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 110

Digital B2B Marketing

FEBRUARY 9, 2012

Chris Koch shared Four Reasons to Hate Thought Leadership earlier this week. He made some great points in his call to end the use of the phrase thought leadership, but ultimately I disagree with his conclusion. We don’t need to stop using the phrase, we need to start using it right. The problem is thought leadership has become a catchall for any marketing that includes content.

Thought Leadership 120

Thought Leadership Wikipedia Paid Search Agency Blogger 120

Digital B2B Marketing

FEBRUARY 7, 2012

Authentic. You can’t turn around in the social media echo chamber without bumping into this word. The problem is, beyond the social media land of unicorns, authentic isn’t relevant. As I explored in Don’t Be Authentic: Real Social Media Marketing Advice on SpinSucks , we don’t really want to see authentic in social media. It is an idealized view that for most organizations is as unrealistic as it is attractive. ( Aaron Wagner makes some great comments about this in the di

Social Media 125

Social Media Media Broadcasting Social Marketing 125