Digital B2B Marketing

NOVEMBER 27, 2012

B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. Here is a better way, along with actual results, that companies can use to drive leads through social media. Social advertisers. There is nothing social about this!

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 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. Leads in this post refer to contacts captured through a registration form, in line with the way B2B publishers label their programs. Many networks can also offer advertising and custom programs.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

JULY 11, 2013

Yet this is exactly how most B2B marketers approach lead generation today! You don’t care about the number of leads your sales team has. Instead you care about the number of marketing sourced leads. The Lead Generation Opportunity Gap. Branding doesn’t necessarily mean advertising either. Your Turn.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

FEBRUARY 4, 2012

” In other words, QuinStreet is a lead generation company. Very little of their business is based on advertising, whether digital or traditional. Are “Leads” the Only Thing Left? Today, publishers are integrating lead generation into everything they offer. What About Other Publishers?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

MARCH 7, 2013

If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Lead generation is still one of the top objectives of enterprise B2B marketers and many B2B publishers continue to propose banners as a way to deliver leads.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

NOVEMBER 6, 2012

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’s Lead Generation Focus B2B marketers are pitching white papers, webinars and other content at every turn. All they see are leads.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 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

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. Marketers goals will shift from capturing leads to nurturing contacts in order to create demand. Media Buying 7. Demand generation 9.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

AUGUST 20, 2013

You have a lead generation program. An advertising program. An increase or decrease in traffic from advertising campaigns is far less important than a change in organic and referral traffic. As you do a better job of reaching the right people, the percentage of contacts that become marketing qualified leads will increase.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 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. Marketers goals will shift from capturing leads to nurturing contacts in order to create demand. Media Buying 7. Demand generation 9.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MAY 1, 2012

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. Traditional B2B marketers face a challenge.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 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. Following the lead of Forbes and others, many B2B trade publications are rolling out their own native publishing programs.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 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. Just like online advertisers need to monitor and measure where their ads are run, B2B marketers need to know where their content is.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 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? Here are three of the opportunities I am watching. Share your opinion in the comments below or with me on Twitter (@wittlake).

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

APRIL 2, 2013

It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? As a results, B2B acquisition marketing often devolves into one of two places: Just getting a lead (really just some contact details, but I digress) into the marketing and sales machine.

Top of Funnel 100

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

Digital B2B Marketing

JANUARY 7, 2014

Inbound marketers have a lower cost per lead (slide 60). 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. That’s what I thought. Source slides ). This is a correlation problem.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Cost per Lead Correlation 100

Digital B2B Marketing

JUNE 26, 2012

Unfortunately much of it reflects zero thought and leads no where. Depending on the definition, the cost of a lead may be 50 cents or $1,500. If you are talking about leads and lead generation, setting the definition is critical. Otherwise, we may hear you, but we will think you mean something completely different.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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 Ad Exchange Buy Demand 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

JULY 14, 2011

Licensed analyst content to promote on its site and via advertising to capture leads. Captured leads with required registration by promoting case studies to senior IT executives. This may be an effective lead generation tactic, but it isn’t thought leadership.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

OCTOBER 4, 2012

For many B2B companies, marketing’s key contribution may be qualified leads. For example, if your metric is leads, then you cannot leave ambiguity about what is and is not a lead. Determine What Marketing Will Contribute Marketing is not the only contributor to the objective, make it clear what marketing will contribute.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 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. In fact, the measurement may be dangerous, providing bad data and leading to bad decisions. Search attribution. Focus on the lasagna.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

JANUARY 12, 2012

Is cost per lead a key metric? 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. The wrong metrics lead to the wrong marketing investments. Is revenue key?

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 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

Digital B2B Marketing

MAY 3, 2011

In addition, these people are likely to click on the same ad multiple times, leading one to question if banner clickers are losing control of their faculties , a group that is on average older and less likely to be employed. Or is your advertising promoting a walled experience, only accessible to the 1% of people that might click your ad?

Banner Ads 100

Banner Ads Ads Click Rate Banners 100

Digital B2B Marketing

OCTOBER 9, 2012

With more people publishing and more competition for our attention, free and easy-to-use communication channels lead to spam. In this case, a Twitter search showed there were 44 Tweets of an advertising agency’s post in the prior week. Today, communication is more accessible than ever before. Enter the opportunity for spam.

Social Media 100

Social Media Social Marketing Advertising Agencies CAN-SPAM 100

Digital B2B Marketing

OCTOBER 16, 2012

We have all been interrupted and had it lead to something wonderful. 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. Outbound marketing is about interruption. Inbound marketing is about discovery. But so what?

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

JUNE 28, 2012

Marketing’s first stepping stone is getting attention , using advertising, content marketing or any other tools at their disposal. Activities ranging from inbound marketing to lead scoring and distribution are critical for marketers to master here.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

APRIL 4, 2013

Are they using tactics beyond the core program to deliver the promised leads, followers or visits? Does it really work as advertised when you dig below the surface? Media companies say they can target and engage your audience: how are they doing it? How can they possibly know it is the best thing for you? But is it right for you?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 17, 2014

You were never really focused on demand generation, your real focus was lead generation. After the campaign wrapped up, you judged it on the leads that were directly attributed to the campaign. If 30% of your budget went to awareness, did you get enough additional leads to justify the expense? Branding advertising branding'

Advertisements 100

Advertisements Advertising Brand Identity Branding 100

Digital B2B Marketing

JULY 16, 2012

The purpose of B2B marketing is not leads, relationships, content or branding. Social media can benefit many businesses, but so can your sales team, advertising, product, customer service or supply chain management. The B2B marketing community has become so focused on the journey they have lost sight of the destination.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

MAY 24, 2012

Scoring leads, establishing marketing automation, building thought leadership, creating demand… it isn’t easy. 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

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

FEBRUARY 16, 2015

Particularly with “lead guarantee” programs, where a publisher contracts to provide a certain number of contacts meeting specific criteria, marketers fall into the trap of believing their content isn’t critical. Media advertising lead generation mistakes toby hudson' Photo Credit: Melissakis, H. via Flickr cc.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

NOVEMBER 12, 2013

Need leads? The more targeting you need, the more expensive those leads become. The more targeting you need, the more expensive those leads become. Part 1: Lead Generation Alternatives to a Content Syndication Network. Part 1: Lead Generation Alternatives to a Content Syndication Network. It will cost you.

Lead Generation 100

Lead Generation Generation Leads Lead 100

Digital B2B Marketing

JANUARY 22, 2014

Twitter has a very reasonable $15,000 minimum for their direct sales team, and anyone with an account has received emails promoting Twitter’s self-serve advertising platform where the minimum spend is less than you spend on your morning Americano from Starbucks. Online advertising faced a similar challenge in its early years.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100