Digital B2B Marketing

MAY 3, 2012

Among paid media and advertising tactics, lead generation programs like content syndication are a key source of leads for B2B marketers, especially in the enterprise technology space. For the sake of this post, lead generation programs refer to publisher programs that promote your content and capture registration.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

SEPTEMBER 11, 2013

The creative, content or campaign piece has your attention. For tips specific to online banners, see 4 Rules for Better Online Advertising Performance. Media advertising creative' As marketers, it is easy to be pulled into the detail. You are three weeks, or months, beyond the first impression. Your Turn.

Advertisements 100

Advertisements Advertising B2B Banners 100

Digital B2B Marketing

MAY 19, 2011

The Problem: Advertising will not create this brand. Before someone buys (and even for a period of time after), whether they are choosing an advertising agency or an ERP solution, they do not know the value. Google is the gateway to editorial, blogs and content published by you and your competitors. Not in B2B.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

JULY 12, 2012

An efficient and well targeted online advertising program often means the difference between merely average and outstanding results. These limitations mean B2B marketers need to get creative in order to identify and evaluate new online advertising opportunities. Tip: if individuals share content using the popular bit.ly

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

OCTOBER 15, 2013

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. Start incorporating content into your advertising. Social Advertising. Promoted Tweets.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

AUGUST 27, 2013

You don’t need more content. You need old content. Old content is the real king of content marketing. Better content isn’t enough when your competitors have good old content. Better content isn’t enough when your competitors have good old content. Increased Site Traffic.

Content Marketing 100

Content Marketing Content Inbound Marketing Search Marketing 100

Digital B2B Marketing

JULY 10, 2012

Lead generation continues to be a top objective for B2B marketers and content syndication is primary offering from publishers. Definitions: Content syndication refers to distributing content through publishers and requiring registration in order to capture contacts. Many networks can also offer advertising and custom programs.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

APRIL 11, 2013

B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). We said content marketing was cheap.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

MARCH 1, 2012

Comscore recently issued a release showing 31% of banner ads from a sample of advertiser had no opportunity to be seen. The problem is, advertisers often do not know where their ads are running. Increasingly, marketers don’t know where their content is either. Sage’s content is being promoted on Hey, It’s Free!,

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

MARCH 25, 2011

With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. Curated Sourcing Just as content is curated, sources are curated.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

MAY 30, 2013

Outbound Marketing Seeds Content. Outbound marketing gets your content into more hands, immediately increasing content consumption and increasing potential social sharing. Channels that drive organic sharing of content are a particularly good way to kickstart your inbound marketing program. Tactics: email, retargeting.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

MARCH 19, 2013

If you are in B2B advertising, you cannot ignore LinkedIn. With great reach (#22 US site in January 2013 according to ComScore ), extensive profile data actively maintained by the audience and granular targeting options, LinkedIn is a powerhouse in the world of B2B advertising. Use Your SlideShare Content in LinkedIn Ads.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

APRIL 9, 2013

However, as online publishers develop new “higher impact” online ads, recently published results should serve as a warning to both publishers and advertisers:: Don’t allow ads to come between your audience and the content they are looking for. How Advertisers Still Interrupt With Ads. Welcome Ads.

Ads 100

Ads Banner Ads Banners Effectiveness 100

Digital B2B Marketing

DECEMBER 22, 2011

Content Marketing 1. Flooded with content, audiences will turn to recognized sources. B2B marketers will use video as a way for subject matter experts to more easily create content. In addition, video will move beyond the website and social outlets and will be used to add depth to advertising messages. Social advertising.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

Content Marketing 1. Flooded with content, audiences will turn to recognized sources. B2B marketers will use video as a way for subject matter experts to more easily create content. In addition, video will move beyond the website and social outlets and will be used to add depth to advertising messages. Social advertising.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MAY 8, 2014

LinkedIn has become a powerhouse media company for B2B marketers , from opportunities for direct engagement (it does still have a few social media trappings) to publishing, content promotion and advertising. all data was gathered through the LinkedIn advertising campaign manager interface).

Linkedin 100

Linkedin Campaigns Social Media Advertisements 100

Digital B2B Marketing

MAY 1, 2012

You are creating great content and your website delivers a great experience with a strong conversion rate. Not only do you still need to create content to capture leads, nurture prospects and support sales, you need to create sharable and discoverable content also and then patiently wait before you see the return on this new investment.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 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. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience , based on a wide range of audience data available for targeting.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

NOVEMBER 27, 2012

Retargeting From Social Media Like many B2B marketers looking to drive engagement, you share content and drive conversation around other people’s content. But when you focus on promoting other people’s content, you don’t have an opportunity to capture a potential lead. Social advertisers.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

JANUARY 7, 2014

Some inbound marketers don’t include the cost of their time, and very few estimate the cost of including executives in content development. It’s like asking advertisers with a big percentage of their media budget in TV if TV advertising drives business, and then asking those with a small percentage in TV the same question.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Cost per Lead Correlation 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. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience , based on a wide range of audience data available for targeting.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

SEPTEMBER 11, 2012

One of the places this truth is on stark display is when media companies attempt to balance the demands and expectations of advertisers and users. I am both a Twitter user and an advertising buyer. By requiring targeting, advertisers will be forced to create more targeted and relevant campaigns.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

JULY 24, 2012

The investments you have made in building your marketing database, creating content, and developing a nurture program carefully mapped to the buyer’s journey does nothing if your communication doesn’t get through. Targeting Advertising To Your Key Accounts You probably have between 100 and 2,500 target accounts.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

NOVEMBER 15, 2012

Marketers have invested in marketing automation, content and, in many cases, creating complex business rules to determine what content and message to deliver when. Extending marketing automation into display advertising with specific vendors is the first small step. Every tablet sponsorship, online video ad or even TV ad?

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

JUNE 4, 2013

Inbound or Content Marketing. When used with content promotions, email continues to be a cost effective channel for marketers that need more granular targeting. Social Media Advertising. Print Advertising. The B2B Lead Generation List. Direct Mail. Photo Credit: mugley via Flickr cc.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

JULY 17, 2013

You see a content opportunity in everything. You attempt to decipher the intent behind marketing and advertising you see. You believe print advertising is poised for a major comeback. You believe in advertising as a force for social good. You believe content is something marketers create. Yes, that’s twice.

Planning 100

Planning Banner Ads Banners Ad Exchange 100

Digital B2B Marketing

NOVEMBER 6, 2012

B2B Marketing’s Lead Generation Focus B2B marketers are pitching white papers, webinars and other content at every turn. However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

MAY 28, 2013

If online advertising isn’t a meaningful part of your B2B marketing program, you may have dismissed the recent uproar caused by Firefox’s decision to block third party cookies. However, it doesn’t just impact online advertisers. Dynamic Content Triggers Will Misfire. Many B2B marketers will be impacted as well.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

JUNE 14, 2011

Then, you put your social media plan in place, including sharing great content from others and creating your own. Is the content you share via social media resonating with your target audience or a random audience? What content is most popular with your target audience? 38% work in the marketing and advertising industry.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

OCTOBER 25, 2012

In order to deliver something more memorable than most advertising, marketers are turning to content that tells a story, engages the audience and delivers value. But how do marketers reach a large audience with their content? The Light Reading example above was around well before native advertising entered the marketing lexicon.

Advertisements 100

Advertisements Advertising Content Marketing Advertorials 100

Digital B2B Marketing

FEBRUARY 4, 2012

Very little of their business is based on advertising, whether digital or traditional. Online advertising space is packaged as part of a lead generation program for a small premium cost. Sponsorships are built around the development of new research or content and are sold in part on their ability to deliver leads.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

MARCH 21, 2012

To be noticed above the clutter of competing advertising messages, many advertisers will simply bombard us. Information Will Be Everywhere Today, one of the biggest pain points for B2B marketers is creating content. Behind this trend is the fact that content will be everywhere and in every form. Carpet Bombing.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

JULY 14, 2011

Licensed analyst content to promote on its site and via advertising to capture leads. Made a bold leadership position claim, supported with solution-focused content. Advertising develops messages that claim a thought leadership position, but it is not backed up by the company’s activities.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

JUNE 6, 2013

You use advertising, content marketing, PR, and the influencer programs Klout wants to sell, to change perceptions and purchasing behavior. Traditional channels of marketing influence, such as advertising, will lose among the increasing volume of influential voices competing for our attention.

PR 100

PR Network Marketing Social Media Act-On 100

Digital B2B Marketing

AUGUST 20, 2013

An advertising program. An increase or decrease in traffic from advertising campaigns is far less important than a change in organic and referral traffic. You also provided content that supports the sale and likely established the initial overall perception of your company and product with the audience. An influencer program.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

OCTOBER 16, 2012

This is why context is so important in advertising that asks you to take an action, from making a call in response to a DRTV ad to clicking on a banner to scanning a QR code. In inbound marketing, discovering your content is natural. Friction is resistance to that movement.

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

AUGUST 30, 2011

To differentiate audience perception from logos and names (often referred to as brand elements) or branding (often referring to traditional advertising), we will refer to these behavior-changing perceptions as your Woozle. Your woozle was once created in a relatively controlled environment of advertising, marketing and sales.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100