Digital B2B Marketing

AUGUST 26, 2013

The video below is a short screen capture showing how Eloqua and Demandbase were added to the recently viewed block on my homepage after visiting their websites, not just LinkedIn company pages. Will LinkedIn allow this information to be used by advertisers?

Linkedin 100

Linkedin DemandBase Eloqua Privacy 100

Digital B2B Marketing

SEPTEMBER 24, 2013

Over time, this will effectively turn off data collection for ad networks and online data companies. A new type of advertising technology player will emerge, one that manages access to tracking information for networks and gives users the ability to manage their own data within a publisher environment they already visit. Summary.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

MAY 13, 2014

Adding these features, rather than a blanket user mute that is already served by unfollowing or blocking, could improve the experience people have with Twitter instead of adding duplicate features.

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 100

Digital B2B Marketing

AUGUST 14, 2012

What if banner ads could become as targeted and relevant as emails? Rather than targeting an audience based on various characteristics, CRM retargeting allows you to target segments of your CRM database with online ads. At this point, it becomes identical to a retargeting campaign: ads are delivered only to people on the targeted list.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

OCTOBER 29, 2013

Here is a comparison, from the same study: 41% purchased a product because they saw a banner ad on a tablet. When compared to a banner ad on a tablet, watching a video is just slightly better. Barely better than a banner ad will never be a claim to fame. Hat tip to Ardath Albee for information on the Passle sample audience.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

JUNE 20, 2013

Yes, QR codes can offer a convenient alternative to URLs or contact information, but stop making these QR code mistakes. QR codes in TV ads that briefly flash and disappear or on billboards that you zoom past? On a recent flight I counted a dozen ads with QR codes in the in-flight magazine. Make Scanning Urgent.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

OCTOBER 4, 2011

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 18, 2012

Until you know who you are targeting, you cannot identify the publications, sites or ad networks you should be working with. Targeting Online Ads to Specific Companies Bizo announced the ability to target named companies with online ads about a month ago. B2B advertising begins with the target audience. Today they can.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

JULY 31, 2012

Delivering Valuable Information Marketers have been blinded by the mandate to create content. Buyers need information. Content is the package that makes your information attractive, discoverable, consumable and sharable. Your information and solutions need to be available and easily discoverable whenever buyers are interested.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

MAY 3, 2012

In enterprise technology, publishers like IDG , Information Week and TechTarget have nearly turned these programs into a science, with guaranteed leads volume and a myriad of filtering and qualification options driven largely by email and newsletter promotions.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

APRIL 29, 2014

An uninspiring repetition of the information we already have. According to recent research from Chartbeat , native published content (or what they call native ad content) is suffering from low quality. On a typical article two-thirds of people are engaged for more than 15 seconds, on native ad content that plummets to about one-third.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

JULY 3, 2012

Increasingly, marketers are adding content curation to their marketing activity, often with objectives of sharing a certain amount of content each day. As long as you continue to be a better way for those people to get the information you share, you will keep their attention.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Priorities, pain points, information sources, buying process, motivations and roles are key pieces of information. Information on their consumer profile is far less valuable in a B2B context. Looking for more information on creating and using B2B buyer personas? Keep personas focused on the business environment.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

OCTOBER 4, 2011

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

APRIL 26, 2011

Likewise, we don’t pay attention to advertising that doesn’t give us something of value in return , either discounts, entertainment or information. But instead, below are real results comparing an ad unit to other elements of the page. the click rate of the top banner ad.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

MARCH 19, 2013

Use Your SlideShare Content in LinkedIn Ads. Of course, information about this offering is available in a SlideShare deck, embedded below. Note: If you use Flite , you can embed a SlideShare presentation easily into an ad for use across the web as well, although the functionality is a bit more limited.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

JUNE 12, 2013

It educates and informs. But embrace the fact your content draws an audience looking for the information you are offering! Others should be added to a slow drip that continues to educate and provide additional stage zero content. Others simply aren’t interested. Education Is About Aspiration. As it should.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

MARCH 21, 2012

From real time social media response campaigns to retargeting ads pitching products we looked at only moments before to traditional intercept marketing at malls or resorts, marketers will continue to interrupt what we are doing to get our attention. Aggressive Interruption. Note this is a prediction, not an endorsement!]

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

DECEMBER 20, 2012

and you get a profile page with basically no information. Particularly if its a common name, adding a title, company, location or other info to your search will help to narrow the results and find the right person. I’m sure it has happened to you too. Here is what it should look like.

Profiling 100

Profiling Linkedin Google Paid Search Agency 100

Digital B2B Marketing

MAY 28, 2015

We are just cluttering our minds and our desks with information that is far more interesting than useful. I don’t care one bit about most of the ads I see or even the marketing emails I receive, including the ones from companies that actually want to reach me. We need more actionable insights.

B2B Marketing 100

B2B Marketing Planning DemandBase B2B 100

Digital B2B Marketing

NOVEMBER 21, 2013

If you use Google Analytics, you can’t see the referring URL if tracking codes have been added to a URL. Below is a screenshot of the custom Google Analytics filter I am using to capture this information. However, with a custom filter you can capture and store the referring domain for later reporting.

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 100

Digital B2B Marketing

JUNE 23, 2011

The biggest factor driving the changes in today’s buyers is the accessibility of information technology has enabled. In the past, your prospect held the budget cards and you held the information cards. Today, buyers hold the budget cards and the information cards. This change has turned demand creation upside down.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

OCTOBER 25, 2011

Using bit.ly , you can often see this as well as a wealth of other information, such as what content someone shares and even what accounts they manage. Here is some of the information you can discover with a few minutes on Twitter and bitly. Here is an example link with a + added: [link] So how much traffic do they drive?

Social Media 100

Social Media Traffic Media Twitter 100

Digital B2B Marketing

JUNE 2, 2011

Current information is critical when I’m looking to stay abreast of the industry. While there may few real original content opportunities, simply reposting from Mashable or CIO isn’t adding value. And they have become recognized as a leader not for offering a simple solution, but for offering valuable information.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

JANUARY 5, 2012

On websites, they are improving information architecture to make the content, information and products they offer easier to find. Recommendation engines allow companies to surface the best product or information, based on your history, profile and activity from other customers or visitors. Our refusal to be content.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

FEBRUARY 13, 2012

Instead, ad networks stepped into the gap between publishers and agencies, repackaging inventory and often earning 50% gross margins for doing so. Today, there is another opportunity to shift the economic model and redistribute the margins that have been earned through information arbitrage. It is about real data now.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. Real time bidding platforms, ad exchanges and data exchanges will get a real foothold in B2B media buying. Content Marketing 1. Name recognition will rule. Flooded with content, audiences will turn to recognized sources.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. Real time bidding platforms, ad exchanges and data exchanges will get a real foothold in B2B media buying. Content Marketing 1. Name recognition will rule. Flooded with content, audiences will turn to recognized sources.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

JULY 26, 2011

Although my focus on numbers has evolved, in business, information still fuels me. Almost all of our information comes from online and old fashioned books. For example, I was one of the first people at any of the large ad agencies to place an online exchange buy from one of the first fledgling trading desks.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

AUGUST 25, 2011

Even when embraced, this response is eerily similar to early websites , which extended brochures to the web by merely converting to HTML and adding hyperlinks. What is the critical functionality, information and entertainment you provide? Mobile will be the assumption for marketing, not the extension. This is my favorite question.

Mobile Marketing 100

Mobile Marketing B2B Marketing Internet Marketing Twitter 100

Digital B2B Marketing

JANUARY 12, 2012

This should be obvious to everyone, yet we continue to hear about click rates on banner ads, a metric that is easily accessible but wrong for nearly everyone. Metrics may inform your vision, but purely following your metrics will lead you away from it. The wrong metrics lead to the wrong marketing investments.

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

DECEMBER 15, 2011

If a company begins using an ad network and includes viewthroughs in their tracking, performance can be dramatically overstated. Measurement of individual marketing channels or activities provides information, not results. DRTV or online display campaigns managed in a silo may be prematurely cancelled. Viewthrough tracking.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

MAY 17, 2012

emphasis added) Developing Real Leads These are not leads. You need to provide the information they need, answer the questions they have and proactively address concerns that may be raised. As many leads as you want, whenever you want them. That’s our promise. Some will not have recognized a need or opportunity yet.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

SEPTEMBER 11, 2012

We Pledge To Give You Control Of The Information Used To Target Paid Tweets Did we mess up and decide you are interested in topics you really are not interested in? Revenue streams beyond advertising expand Twitter’s revenue base without adding advertising that competes with the content that we expect to see on Twitter.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

DECEMBER 19, 2013

Your vendor’s analytics shows that people are seeing your ad and coming to your site without clicking, but since they can’t find the offer they were looking for, the campaign is actually delivering 1,000s of people a day that just turn and leave. When I reviewed my profile, 90% of the data I looked at was wrong.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

MAY 25, 2011

Both Facebook and email are used by companies to distribute information. In short, social media platforms meet the core functional purpose of email marketing – distributing content to your audience – while adding the collaboration and publishing features expected in Email Marketing 2.0. Email Marketing 2.0

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

DECEMBER 2, 2013

3 email blasts, 6 newsletter ads, calendar listing and 2 weeks of on-site promotions), choose content that will maximize your response and conversion rates. Instead create a nurture stream, which at its simplest is just a series of relevant emails with additional content or information sent over the following days or weeks.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100