Digital B2B Marketing

AUGUST 14, 2012

One of the emerging trends in online advertising promises to make this possible. Advertising is targeted to individual people and may appear on a broad range of sites. In B2B, many of these contacts may not read the industry and trade publications you are advertising in, CRM retargeting lets you get in front of them.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

APRIL 11, 2012

A growing portion of online advertising is purchased through DSPs and ad networks, and with literally millions of sites that sell ads through these channels, online advertisers cannot rely on knowing every site their ads are on. With this has come a new wave of quality control issues for online advertisers.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Banners 100

Digital B2B Marketing

OCTOBER 18, 2012

B2B advertising begins with the target audience. However, one of the first things advertisers do is generalize their target audience. Here are a couple examples of how B2B target audiences are generalized for advertising: Juniper targets companies with large data centers.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

OCTOBER 2, 2012

You need to identify opportunities to target your audience and almost no one else, otherwise you are just advertising to everyone! Possibilities could include: LinkedIn profile-targeted advertising. Target advertising to individual contacts, like those in your CRM database. CRM retargeting. Company targeting.

Advertisements 100

Advertisements Advertising DemandBase CRM 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. We don’t overpay at Walmart out of the goodness of our hearts.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

SEPTEMBER 11, 2013

For tips specific to online banners, see 4 Rules for Better Online Advertising Performance. Let me know in the comments below or on Twitter ( @wittlake ). Media advertising creative' But your audience is not, and if you just focus on the details, they will run by and not even notice it. Your Turn.

Advertisements 100

Advertisements Advertising B2B Banners 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. Photo Credit: On Target by viZZZual.com on Flickr.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

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. Conversely, advertising puts your message in front of your audience. Lead Generation vs Advertising: The Numbers How big is the difference?

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

MAY 1, 2012

Social Advertising It may be some time before your social media presence is large enough to effectively seed your content through your own social media footprint. Until then, look to social advertising opportunities to present your content in a way that is similar to how it would be discovered in social media.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 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). Just how much data is LinkedIn missing?

Linkedin 100

Linkedin Campaigns Social Media Advertisements 100

Digital B2B Marketing

OCTOBER 9, 2012

Twitter Mention Spam You have probably seen the spam on Twitter promoting iPhones, gift cards and similar. However, when someone replies to you on Twitter, says “must read, check it out” and the topic is clearly the kind of thing you read and share, you expect it to be a genuine recommendation.

Social Media 100

Social Media Social Marketing Advertising Agencies CAN-SPAM 100

Digital B2B Marketing

OCTOBER 15, 2013

Start incorporating content into your advertising. With that, here are 22 opportunities to incorporate content distribution into your paid media or advertising programs. Social Advertising. Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted and then organically spread.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

MAY 30, 2013

Tactics: email, search, social advertising, native advertising , online banners. Tactics: social advertising, retargeting, search. Tactics: sponsorships, native advertising. Share your answer in the comments below or with me on Twitter ( @wittlake ). Outbound Marketing Amplifies What Is Said About You.

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

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 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. Photo Credit: M.

Ads 100

Ads Banner Ads Banners Effectiveness 100

Digital B2B Marketing

NOVEMBER 6, 2012

This Is Not Just About B2B Advertising Yes, advertising is one way marketers can broadly distribute a message, but the focus on lead generation is impacting marketers approach to social media, content marketing and events as well. Share your view in the comments below or with me on Twitter ( @wittlake ). ah33l on Flickr.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 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

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? Share your view in the comments below or with me on Twitter ( @wittlake ).

Linkedin 100

Linkedin DemandBase Eloqua Privacy 100

Digital B2B Marketing

JUNE 4, 2013

Social Media Advertising. Social media advertising isn’t targetable or scalable enough in many B2B markets to make the list above, but with recent updates from Facebook and rumored changes pending from Twitter, that may change. Print Advertising. Photo Credit: mugley via Flickr cc.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 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

APRIL 11, 2011

Otherwise, read on, and please share your thoughts below or with me on Twitter. According to eMarketer’s Ad Dollars Still Not Following Online and Mobile Usage , on hour spent online drives 77% fewer advertising dollars than an hour spent with newspapers. Comment below, or share your perspective with me on Twitter at @wittlake.

Allocation 100

Allocation Emarketing Mobile Advertising PR 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

SEPTEMBER 22, 2011

i.e. apps, mobile website, email, search/advertising Q3. Please join us for the discussion at 8 PM Eastern / 5 PM Pacific on Twitter and use the hashtag #B2Bchat, or join at [link]. Where are we starting from: did you use mobile marketing this year? Why not or what did you learn? What is your top mobile priority in 2012 and why?

Mobile Marketing 100

Mobile Marketing Planning Mobile Advertising B2B Marketing 100

Digital B2B Marketing

DECEMBER 22, 2011

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. This shift will extend nurturing from email and phone into advertising and social media in order to nurture earlier stage contacts.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

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. This shift will extend nurturing from email and phone into advertising and social media in order to nurture earlier stage contacts.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

JULY 24, 2012

Targeting Advertising To Your Key Accounts You probably have between 100 and 2,500 target accounts. If you knew your advertising was only reaching people at these companies , would it be worth more? Share your opinion in the comments below or with me on Twitter (@wittlake). Here are three of the opportunities I am watching.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

SEPTEMBER 22, 2011

i.e. apps, mobile website, email, search/advertising. Please join us for the discussion at 8 PM Eastern / 5 PM Pacific on Twitter and use the hashtag #B2Bchat, or join at [link]. Where are we starting from: did you use mobile marketing this year? Why not or what did you learn? What is your top mobile priority in 2012 and why?

Mobile Marketing 100

Mobile Marketing Planning Mobile Advertising B2B Marketing 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

JULY 23, 2013

Have you been running an advertising program to set meetings for years and now want to test outbound telemarketing? However, your advertising program reached far more people and (ideally) shifted the perception of some of those that did not respond. Does that mean your advertising program is now ineffective and should be scrapped?

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

JULY 17, 2013

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. Let me know in the comments below or share your reaction with me on Twitter ( @wittlake ). You still read Adage religiously.

Planning 100

Planning Banner Ads Banners Ad Exchange 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

APRIL 16, 2012

Cookies are used (among other things) for measuring performance, targeting advertising and personalizing sites. However, most advertising applications for cookies assume they are used to identify a person consistently over time. For online advertising, cookie deletion means reach reporting is often overstated.

Marketing Attribution 100

Marketing Attribution Banners Paid Search Agency Sample 100

Digital B2B Marketing

DECEMBER 1, 2011

Unfortunately for HostGator, I already chose a hosting provider, and now, I’m tired of HostGator’s advertising and their alligator mascot. I asked the same question in a simple online poll, sent out via Twitter and LinkedIn. Share your examples in the comments below or with me on Twitter ( @wittlake ).

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

DECEMBER 1, 2011

Unfortunately for HostGator, I already chose a hosting provider, and now, I’m tired of HostGator’s advertising and their alligator mascot. I asked the same question in a simple online poll, sent out via Twitter and LinkedIn. Share your examples in the comments below or with me on Twitter ( @wittlake ).

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

JANUARY 7, 2014

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. Share your view in the comments below or with me on Twitter ( @wittlake ). Source slides ). Inbound Marketing’s Challenges.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Cost per Lead Correlation 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