Digital B2B Marketing

FEBRUARY 4, 2012

Very little of their business is based on advertising, whether digital or traditional. They purchased IT Business Edge in September 2011 and Internet.com in 2009. Online advertising space is packaged as part of a lead generation program for a small premium cost. Are “Leads” the Only Thing Left?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JULY 23, 2013

No business would accept a 50% ROI if there is a 150% ROI available with no additional risk, but that same 50% would look great when you were only expecting 20%. Our expectations are a function of our historical measured ROI, our business requirements and what we see from others around us. But is that always the best decision?

ROI 100

ROI Advertising Agencies Telemarketing Planning 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

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. In business, big data means far more than that. With initiative, these margins could have gone to advertisers, agencies or publishers instead.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

JANUARY 7, 2014

If you published 250 blog posts over the last year and saw no benefit to any area of your business from that effort, what would you do? What if you were just getting started, you published 20 posts over the last quarter, and you already saw an immediate positive impact on your business? That’s what I thought. Source slides ).

Inbound Marketing 100

Inbound Marketing Paid Search Agency Cost per Lead Correlation 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. Your fingers instinctively type “campaign” instead. You refer to your grocery list as a shopping strategy.

Planning 100

Planning Banner Ads Banners Ad Exchange 100

Digital B2B Marketing

SEPTEMBER 25, 2012

As people collect endorsements, the value of LinkedIn as a business network and as an advertising property will decrease. Giving endorsements and the endorsement notifications LinkedIn sends will increase total traffic and available advertising inventory. With endorsements, LinkedIn just embraced gaming their network.

Linkedin 100

Linkedin CAN-SPAM Ideal Customer Profiles Display 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. Here is a screenshot of Sage’s white paper “7 Steps to Building a Business Case for ERP” promoted on the site.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 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. Or are you confident measuring marketing activities individually moves your business in the right direction? Search attribution.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

MARCH 27, 2013

The promotional product business was a $15.6 billion business in 2009 ( source ). Yes, I get it, you offer targeted advertising. Two sentences with what makes your solution worth remembering, a URL and a business card, included with the package, is appropriate. Yes, that’s a lot of marketing in two sentences.

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

AUGUST 20, 2013

An advertising program. Yes, this is a gross generalization, but all else equal, increasing traffic is a very good sign for your business. An increase or decrease in traffic from advertising campaigns is far less important than a change in organic and referral traffic. You have a lead generation program. An influencer program.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 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. The buying process in some businesses is clearly defined, but it is not rational.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

JULY 14, 2011

Here is the definition of thought leader provided by Wikipedia: “Thought leader is business jargon for an entity that is recognized for having innovative ideas.&#. Thought leaders understand their own business, clients needs and the larger market context. I see the following as the key points: Thought leadership is recognized.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 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 is already proven through their experience with other, often similar, companies. But is it right for you?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 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

JULY 16, 2012

This focus on the day-to-day marketing and business activities has given rise to a number of B2B marketing myths. B2B is Dead Rick Segal of Gyro has built an impressive business and there is a lot of wisdom in his defense of why B2B marketing is dead. However, these are just changes in business. Yeah, content is like that.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

MAY 5, 2014

You don’t want everyone to respond to your advertising. You care about the people who have the potential to drive business. The problem is, you don’t want everyone to register. You don’t want everyone to spend time on your site. The probability of most of these people becoming customers is zero.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

Digital B2B Marketing

MAY 7, 2012

At today’s pace of business, time is a luxury few business initiatives are afforded. Committing a meaningful investment of time, money and attention over multiple quarters for what is still a trial is nearly impossible for most businesses. Your social media program needs time. It needs months, quarters or even years.

Budget Programs 100

Budget Programs Social Media Curation Case Study 100

Digital B2B Marketing

JUNE 28, 2012

What do businesses really mean when they talk about relationships and what is marketing’s place in those relationships with clients, prospects and the marketplace at large? Business Relationships that Matter In the vast majority of enterprise B2B companies, relationships that matter are between people.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

JUNE 7, 2011

Advertised Price: Free. Judging by the $1 to $10 per month price tags for a number of tools, outside of business accounts, it isn’t very much. Drive traffic and increase our advertising revenue. Real Price: Your Reputation and Influence. How much will you pay for a service that saves you time in social media?

Social Media 100

Social Media Word of Mouth Cost Media 100

Digital B2B Marketing

APRIL 2, 2013

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. Yes, there are ways to more effectively measure the impact of marketing on your business, solutions that many mid-sized B2B marketers have access too.

Top of Funnel 100

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

Digital B2B Marketing

OCTOBER 16, 2012

If it is an email promotion for an upcoming webcast or a banner ad showing how much money your business can save, a marketer is interrupting you and asking you to move on to something else. Friction is resistance to that movement.

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

JULY 11, 2013

When the success of your business is less important than the success of your marketing, something is seriously wrong. We all know B2B marketing measurement is imperfect, yet we momentarily suspend all reservations in order to judge our effectiveness based on results attributed to our efforts instead of the results for our business!

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 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. Here is the real problem: organizations are not on board with content marketing as a core B2B marketing initiative. If they did, simply creating content wouldn’t be the top challenge.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

JANUARY 12, 2012

Here are a few common metrics for B2B marketers and ways some businesses influence the metric without driving long-term results. High volume, low cost traffic sources will immediately your metrics, but they may not improve your business. Short term metrics are easily gamed, and it often happens unintentionally. Is traffic a key goal?

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

OCTOBER 4, 2012

Develop Your Marketing Plan Once you have identified the marketing objective in Step 2 (not the overall business objective) develop your marketing plan. 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.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 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 24, 2012

Keep Your Promises If you fail to deliver on the promises you make to clients, you lose the opportunity for both repeat and referral business. 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.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Digital B2B Marketing

MAY 25, 2011

Jay Baer proposed in a blog post on Monday that Facebook for Business is Email Marketing 2.0 , and that email can then be used to value marketing efforts on Facebook. However, fundamentally, the ability to reach our audience, without paying rent (for advertising real estate), makes having an audience incredibly valuable to marketers.

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

JUNE 26, 2012

Strategy When you say strategy, or you referring to your 50 year strategic plan that considers things like the lack of potable water and the impact of peak oil on your business? At others, it refers to more traditional advertising metrics like increasing intent to purchase or interest in the product.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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. Social Advertising, With LinkedIn Targeting. Supports Content Marketing Programs.

Cost Per Click 100

Cost Per Click Linkedin Advertisements Advertising 100

Digital B2B Marketing

FEBRUARY 16, 2015

He recently joined Business Insider as the Sales Director for the Southeast, after a number of years with CBSi, parent to B2B technology focused properties ZDNet and TechRepublic (among others). Yes, marketing should build the business, but it doesn’t make the trees around your office burst into beautiful blooms of money.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

JUNE 7, 2012

The Basics B2B : Business to business. SMB : Small and Medium Businesses. In the US, research generally considers businesses with less than 100 employees to be small businesses and those with 100 to 1,000 employees to be medium buisnesses. The most common pricing model for online banner advertising.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

JANUARY 20, 2014

One or multiple ads are queued and cycle everywhere, with HR leaders, business execs and IT staff getting the exact same message. Make your online advertising relevant. But if you have a sizable online advertising budget and are running sites like Forbes with a relatively broad audience, you can do so much more.

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

DECEMBER 8, 2011

Consider Context Limit your retargeting campaign to content that is contextually relevant or on an adjacent topic (for instance, business content for an enterprise technology offering). A frequency cap of two run with three networks or providers is an effective frequency cap of six!

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

NOVEMBER 7, 2013

Clients of the marketers are also included in some cases to help show these at least appear to be legitimate and serious businesses. Yes, you can start your own business. Lattice delivers data-driven business applications that help companies market and sell more intelligently. Reachforce. 117 favorites per day. lattice_engines.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

JULY 25, 2013

Here is my best guess: Eloqua populates this content dynamically and they didn’t have enough content, or content that matched to the business rules, to populate the entire template for some individuals. Today banner advertising is increasingly purchased and placed by systems. How Much Does Half a Banner Cost?

Eloqua 100

Eloqua Auto Responder Banners Marketo 100