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. More information is available every day and this information quickly overturns conflicting impressions created by advertising.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Branding 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. Information from publisher’s own research studies may be biased and does not allow for objective comparisons across properties. Suggested Resource: NextMark Mailing List Finder 3.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 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. I could launch from here into the value of developing personas to ensure advertising is delivering value. And it is true, understanding your audience is critical.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

MAY 30, 2013

Tactics: email, search, social advertising, native advertising , online banners. Tactics: social advertising, retargeting, search. In order to delight, inbound marketing must deliver something valuable, from information to entertainment, to your audience, and deliver it well. Tactics: sponsorships, native advertising.

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. Target Advertising Across the Web Using LinkedIn Data.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

JULY 10, 2012

Publisher-based Content Syndication Publishers are well positioned to deliver programs that include advertising, custom content and unique promotions in addition to content syndication, giving marketers significantly more options. Many networks can also offer advertising and custom programs.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

JANUARY 22, 2013

Data is reinventing the online advertising market. Today, algorithmic media buying is one of the fastest growing areas in online advertising and without data, it wouldn’t even exist. This isn’t just a consumer advertising trend, increasingly B2B advertising is being driven by data as well. Glad you asked.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

NOVEMBER 15, 2012

Extending marketing automation into display advertising with specific vendors is the first small step. It doesn’t integrate your marketing automation with the full spectrum of your digital advertising. Incorporation of Dynamic Creative Creative platforms like Flite allow advertisers and agencies to customize creative on the fly.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

AUGUST 26, 2013

Will LinkedIn allow this information to be used by advertisers? For instance, will you be able to target companies that have visited your site (retargeting) or even target companies, including competitors, as an interest in the advertising platform?

Linkedin 100

Linkedin DemandBase Eloqua Privacy 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. In addition, video will move beyond the website and social outlets and will be used to add depth to advertising messages. Social advertising. Brand advertising will shift towards demand. Content Marketing 1.

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. In addition, video will move beyond the website and social outlets and will be used to add depth to advertising messages. Social advertising. Brand advertising will shift towards demand. Content Marketing 1.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 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

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. Information Will Be Everywhere Today, one of the biggest pain points for B2B marketers is creating content.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 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

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

FEBRUARY 13, 2012

Once, most advertising was purchased directly from publishers. Today, increasingly, advertisers and agencies are purchasing media in real time auctions, impression by impression. With initiative, these margins could have gone to advertisers, agencies or publishers instead. Advertising inventory is moving.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 4, 2012

Very little of their business is based on advertising, whether digital or traditional. Lead generation has been driving growth and innovation at other technology publications, with CMP TechWeb (Information Week), IDG (CIO, ComputerWorld) and TechTarget all investing in improving their lead generation offerings in recent years.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Ranking Lead Scoring 100

Digital B2B Marketing

JUNE 14, 2011

No Disclaimer Needed: I buy advertising through Bizo, which means I pay them, they don't pay me, although they probably bought me lunch once]. Here is how you can use this information, using my own account Twitter account as an example: My target audience is marketing. 38% work in the marketing and advertising industry.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

APRIL 20, 2016

2015 seemed like a breakout year for account-based advertising, with a flurry of account-based advertising offerings hitting the market. Interest in account-based advertising is, no surprise, following the adoption of account-based marketing. But how do these solutions actually target ads to specific companies? IP Targeting.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 100

Digital B2B Marketing

DECEMBER 15, 2011

Here are two examples that will be familiar to people involved in online advertising in the last decade: 1. The ability of online advertising and TV to lift search results is well documented. Measurement of individual marketing channels or activities provides information, not results. Search attribution. Focus on the lasagna.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

APRIL 4, 2013

In marketing, and particularly in B2B marketing where we have fewer sources of reliable information, we are all looking for new opportunities for our business. Does it really work as advertised when you dig below the surface? It delivers exactly what you are looking for. But is it right for you? You Must Question.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

JULY 11, 2013

Branding doesn’t necessarily mean advertising either. However, if they already know and respect your company, they are far more likely to give you the courtesy of a couple minutes and information that may be valuable down the road, even if they are not ready to purchase today. How Branding Bridges the Opportunity Gap.

Lead Generation 100

Lead Generation Lead Ranking Lead Scoring Generation 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

OCTOBER 4, 2012

For additional information on selecting metrics see Online Advertising Metrics: A Simple Framework The Pitfall Too often, marketers skip Step 2 at the strategic planning phase. Well defined metrics are critical. For example, if your metric is leads, then you cannot leave ambiguity about what is and is not a lead.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 100

Digital B2B Marketing

JUNE 1, 2011

This quote, from a survey response published in Lab Manager Magazine , captured what is happening perfectly: “Social media is being abused by vendors as a “free advertising&# conduit: if someone asks a question in a forum, they immediately get jumped on by vendors trying to sell them something.”. Share information from others freely.

Social Media 100

Social Media Work Management Marketing Management Media 100

Digital B2B Marketing

JANUARY 12, 2012

Reducing online display and traditional advertising investments based on performance will quickly lower cost per lead, but long-term it will hurt search results and leads from organic traffic. Metrics may inform your vision, but purely following your metrics will lead you away from it. Is cost per lead a key metric? Is revenue key?

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

MARCH 25, 2011

Curating content reduces the burden of original content creation , allowing marketers to pull from the best information available for their audience, regardless of source. With so much content and so many great sources, simply sharing great information (as if it is simple) isn’t enough. That is one of your objectives, right?

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

MAY 24, 2012

Today, case studies, award submissions and product information are ripe with claims that stretch the truth to the breaking point. Your website is your home and it leaves a far stronger impression on prospects that take the time to research your company or offerings than your advertising campaign will. Unfortunately, probably not.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Digital B2B Marketing

MARCH 27, 2013

Yes, I get it, you offer targeted advertising. I was astounded by the number of branded products with no information about the company. Unfortunately (or not) attendees are generally going home with one small suitcase. If your promotional items don’t fit, they will never make it back to the office. A big Velcro dart board?

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

FEBRUARY 17, 2014

Google delivers millions of search results pages a day, every single one is another experience with Google and it’s mission to organize the world’s information. Branding advertising branding' Companies like IBM and Coca-Cola have invested billions in building their brands. Image: T-Shirt available at RedMolotov.com.

Advertisements 100

Advertisements Advertising Branding Brand Identity 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. In the past, marketers relied on advertising and PR to get to these audiences, but those approaches mean the marketer’s own content is still a step removed.

Advertisements 100

Advertisements Advertising Content Marketing Advertorials 100

Digital B2B Marketing

SEPTEMBER 19, 2013

Native advertising, and more specifically native content publishing, is hot. But do native advertising programs that let marketers publish directly on a media property distribute content effectively? Information was gathered for all 15 established BrandVoice advertisers listed in the BrandVoice discovery page.

Advertisements 100

Advertisements Advertising Research Distribution 100

Digital B2B Marketing

MAY 25, 2011

Both Facebook and email are used by companies to distribute information. However, fundamentally, the ability to reach our audience, without paying rent (for advertising real estate), makes having an audience incredibly valuable to marketers. Facebook is (part of) Email Marketing 2.0. But email marketing is a one-way blast channel.

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

JULY 19, 2012

Last week we looked at 6 ways to find new B2B advertising opportunities using free resources and a bit of creativity. Find the Advertising Link Where is the link to advertising info on their site? Sites with advertising info buried in the footer are almost always focused on their audience instead of advertising.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Tips 100

Digital B2B Marketing

MARCH 17, 2011

Online marketers collect reams of information about everyone, without permission, and profit by using this data to sell advertising. This is coming as the industry finally embraces an attempt at self-regulation, behind the Digital Advertising Alliance and supported by the DMA and IAB. Likewise, networks come and go like flies.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising CAN-SPAM 100

Digital B2B Marketing

JULY 1, 2013

Have you felt like social advertising just wasn’t right for your B2B marketing? This looks like the most compelling social advertising offering yet for B2B marketers. Up until now, advertising on LinkedIn was just advertising. It includes your update, link, and information about the target page.

Cost Per Click 100

Cost Per Click Linkedin Advertisements Advertising 100

Digital B2B Marketing

JUNE 18, 2014

According to many in the digital advertising industry, at some point in the future digital marketing will be so targeted that consumers will want to see the ads. Advertising will tell us about the products we want to know about, give us a direct path to the content we need and provide access to discounts on products we want.

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100