Digital B2B Marketing

APRIL 29, 2014

Native advertising, and specifically native publishing programs, will struggle in the future. Native publishing is a subset of in-feed native advertising, as defined by the IAB. Largely driven by content, Hubspot is delivering numbers many marketers can’t match with much larger advertising budgets.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 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. The results wouldn’t mean TV works or doesn’t work. Does this mean inbound marketing will not work?

Inbound Marketing 100

Inbound Marketing Paid Search Agency Cost per Lead Correlation 100

Digital B2B Marketing

MARCH 25, 2013

B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising. Data is one of the keys to modern online advertising, take full advantage of the audience data you already have in house. Providers: Vibrant Media, Kontera.

Advertisements 100

Advertisements Advertising DemandBase B2B 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

OCTOBER 18, 2012

B2B advertising begins with the target audience. Until you know who you are targeting, you cannot identify the publications, sites or ad networks you should be working with. However, one of the first things advertisers do is generalize their target audience. For many B2B advertisers it will be a closer to a 100x improvement.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 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? Today, there are a number of new and emerging opportunities to do exactly that. Here are three of the opportunities I am watching.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 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

SEPTEMBER 13, 2012

The Part You Are Forgetting Your advertising, which is important to you, may simply be an irritation to your audience. Instead you should assume they will avoid your advertising whenever possible. Eye-tracking studies have confirmed people are focused on the content of the page , not your advertising.

Rules 100

Rules Advertisements Advertising Eye-Tracking 100

Digital B2B Marketing

JULY 23, 2013

When working on media programs, media partners will often ask for a goal, and many meet it in their proposal. Have you been running an advertising program to set meetings for years and now want to test outbound telemarketing? Does that mean your advertising program is now ineffective and should be scrapped?

ROI 100

ROI Advertising Agencies Telemarketing Planning 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. They have not worked with you yet, they have not used your product. It puts your company on the short list. Not in B2B.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 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. You talk to friends about your work and only slowly realize they have no idea what you are talking about.

Planning 100

Planning Banner Ads Banners Ad Exchange 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. Subdomains will still work (i.e. Many B2B marketers will be impacted as well.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

OCTOBER 31, 2012

Write an article about how social media is killing advertising! Advertising is Dead. It worked 20 years ago (maybe when you were still one of the one-in-five living marketers), that doesn’t mean it will work now. What, it’s changing? Quick, call it dead! SEO is Dead. Television is Dead. Magazines are Dead.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Television marketing Social Media 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. If 50 GRPs a month is working well, 500 GRPs won’t work 10x as well. It is no secret, as a marketer you want to influence purchases.

PR 100

PR Network Marketing Social Media Act-On 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

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.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

FEBRUARY 4, 2012

Very little of their business is based on advertising, whether digital or traditional. As the Media Director working with a number of technology marketers at a B2B agency, Babcock & Jenkins , I have seen this evolution first hand over the last four years. .” In other words, QuinStreet is a lead generation company.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

SEPTEMBER 25, 2012

There is no difference between a brand new coworker or sales contact and a client that has worked closely with me and has first-hand knowledge of my B2B marketing experience and skill set endorsing me. As people collect endorsements, the value of LinkedIn as a business network and as an advertising property will decrease.

Linkedin 100

Linkedin CAN-SPAM Ideal Customer Profiles Display 100

Digital B2B Marketing

AUGUST 30, 2011

The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “ Branding Doesn’t Work in B2B “). Your woozle was once created in a relatively controlled environment of advertising, marketing and sales. And what does that have to do with a woozle?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

DECEMBER 15, 2011

All marketing is integrated, even if it is unintentional, poorly done or working against itself. 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. What is the ROI of search?

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 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

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]. I write about and share content about B2B marketing, online advertising, content marketing and social media. 38% work in the marketing and advertising industry.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 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. Is Your Sales Process Working. You have a lead generation program. An influencer program. A marketing automation program. You measure every detail about every program.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

NOVEMBER 6, 2012

However, marketing automation works with identified audiences only and can completely miss today’s self-directed buyer. If pipeline and revenue fall short, marketers turn to lead generation to feed the marketing automation machine and in doing so you may completely miss the real issues causing the shortfall.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 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. The bigger that movement or change is, the harder your marketing needs to work to overcome resistance to change. Friction is resistance to that movement.

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

JUNE 7, 2011

Advertised Price: Free. Drive traffic and increase our advertising revenue. I work with B2B clients on media and integrated marketing programs. Real Price: Your Reputation and Influence. How much will you pay for a service that saves you time in social media? Expand our user base and increase opportunity for a big cash out.

Social Media 100

Social Media Word of Mouth Cost Media 100

Digital B2B Marketing

APRIL 2, 2013

In short, they get the benefit of much of the work your other marketing efforts did. Ultimately most B2B marketers focused on lead generation come to the conclusion that banners don’t drive leads , print advertising is ineffective or telemarketing still reigns supreme. The solution isn’t simple.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

JUNE 29, 2011

If you don’t like rants, or think the advertising associations can do no wrong, stop reading and go back to Lycos. The proliferation of ad units is driven by publishers attempts to give advertisers an opportunity to stand out and this is not unique to online. I work with B2B clients on media and integrated marketing programs.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

JULY 14, 2011

Licensed analyst content to promote on its site and via advertising to capture leads. Advertising develops messages that claim a thought leadership position, but it is not backed up by the company’s activities. I work with B2B clients on media and integrated marketing programs. About Eric Wittlake.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

APRIL 11, 2013

When push comes to shove, a little bit of a national advertising budget can fund a lot of content marketing, but it isn’t a priority. Now that cheap content doesn’t work, the real lack of commitment is shining through. All of the other content marketing challenges research continues to point to are merely symptoms.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

APRIL 4, 2013

Does it really work as advertised when you dig below the surface? It delivers exactly what you are looking for. It is already proven through their experience with other, often similar, companies. But is it right for you? If someone positions themselves as the expert and implies you should trust them without questioning, just walk away.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

OCTOBER 23, 2012

In short, LinkedIn now has a publishing and advertising business. If LinkedIn worked well for you six months ago, it doesn’t mean anything today. Similarly, if LinkedIn hasn’t worked in the past, consider another test. With their reputation as a site for reaching a business audience, they will command a premium CPM.

Linkedin 100

Linkedin Cost Per Thousand CPM Business 100

Digital B2B Marketing

AUGUST 27, 2013

B2B Advertising Search Results. Even though the number of monthly posts has dropped, and with that, the monthly work that goes into publishing, traffic continues to steadily increase. Let’s look at it two different ways. Search Results. Below are organic search results for three B2B marketing oriented searches. A Cautionary Note.

Content Marketing 100

Content Marketing Content Inbound Marketing Search Marketing 100

Digital B2B Marketing

JUNE 16, 2011

Earlier this week, Michael Brenner outlined the future of marketing , drawing from last fall’s future of advertising article in Fast Company. No one is excited to work with a company that merely meets their expectations, and you need more than just a customer. I work with B2B clients on media and integrated marketing programs.

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

JUNE 28, 2012

This is why sales people with existing relationships are recruited and account managers work to develop personal relationships with clients. Marketing’s first stepping stone is getting attention , using advertising, content marketing or any other tools at their disposal.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

JUNE 26, 2012

At others, it refers to more traditional advertising metrics like increasing intent to purchase or interest in the product. If you are using these terms, particularly if there are new people on your team or you work with agencies or consultants, stop and take a minute to clarify what you mean.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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.”. About Eric Wittlake.

Social Media 100

Social Media Work Management Marketing Management Media 100