Digital B2B Marketing

SEPTEMBER 24, 2013

Long-term, these could change the face of online marketing and advertising for almost every company. When it comes to online advertising revenue, no one is bigger than Google. Online advertising companies that use big data in advertising are today’s market darlings. Not even Facebook comes close.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 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. This post reflects my own opinion and perspective only.

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Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

OCTOBER 2, 2012

It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive. This advice leaves B2B marketers looking at what their audience does. Possibilities could include: LinkedIn profile-targeted advertising. Are they on Facebook?

Advertisements 100

Advertisements Advertising DemandBase CRM 100

Digital B2B Marketing

SEPTEMBER 11, 2013

If your marketing requires an explanation to your audience, it has missed the point. As marketers, you agonize over creative and messaging. This folly plays out every day, and unfortunately, it does marketing a disservice. And marketing that is never seen is like the proverbial tree falling in the forest. You study it.

Advertisements 100

Advertisements Advertising B2B Banners 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

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. As a marketer, you should be encouraged by the sponsorship results.

Advertisements 100

Advertisements Advertising Banner Ads 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.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 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. More information is available every day and this information quickly overturns conflicting impressions created by advertising.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

MAY 30, 2013

Inbound marketing may be the hot topic for B2B marketers today, but today’s big B2B inbound marketers are all active outbound marketers as well. So how do you pair your outbound marketing activity with your inbound marketing? How Outbound Marketing Contributes to Inbound Marketing.

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B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

OCTOBER 15, 2013

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. For most B2B marketers, it isn’t nearly enough. Start incorporating content into your advertising.

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Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Video will come into its own for B2B marketers in 2012.

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. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Video will come into its own for B2B marketers in 2012.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 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. The next evolution in marketing automation will be extending the application of these rules across the full spectrum of digital and addressable marketing channels.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

JANUARY 7, 2014

Now, consider some of the popular statistics used to support inbound marketing. Inbound marketers have a lower cost per lead (slide 60). Some inbound marketers don’t include the cost of their time, and very few estimate the cost of including executives in content development. Inbound Marketing’s Challenges.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Cost per Lead Correlation 100

Digital B2B Marketing

MAY 1, 2012

Your initial inbound marketing results are promising, but you need more. Inbound marketing represents a major investment for B2B marketers. Traditional B2B marketers face a challenge. Their marketing has been built from the start around the idea of inbound marketing (even if they didn’t call it that).

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

NOVEMBER 6, 2012

Perceptions are created by experience with your products, service and people, through what other people say about you (even competitors) and through your own marketing. However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. All they see are leads.

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B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

JULY 23, 2013

What is a good ROI on marketing? If you can increase net income by 50 cents for every dollar spent on marketing, that’s good, right? in income for every dollar spent on marketing? 3x the return you are getting on marketing! All of a sudden your marketing looks pretty ineffective! Setting Partner Objectives.

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

JULY 24, 2012

In B2B marketing, standing out from the crowd and getting your audience’s attention is absolutely critical. The investments you have made in building your marketing database, creating content, and developing a nurture program carefully mapped to the buyer’s journey does nothing if your communication doesn’t get through.

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Digital B2B Marketing

JULY 17, 2013

Over time, your role in marketing begins to permeate every part of your life. If more than a handful of these describe you, it is time to get to know, again, what the world beyond your marketing bubble is like. You attempt to decipher the intent behind marketing and advertising you see. You still read Adage religiously.

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Digital B2B Marketing

OCTOBER 16, 2012

Outbound marketing is about interruption. Inbound marketing is about discovery. So why is inbound marketing a better way to market? Outbound Marketing Outbound marketing interrupts what you are doing and asks you to change. In inbound marketing, discovering your content is natural. But so what?

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

AUGUST 20, 2013

An advertising program. A marketing automation program. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. Since you are in B2B marketing, you probably want them to register. An influencer program.

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Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 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. Many B2B marketers will be impacted as well. The Simple Solution.

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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. Retargeting ads are inexpensive and for online direct marketers, they usually perform very well on click rate, conversion rate and cost per conversion metrics. Both are marketers.

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. Retargeting ads are inexpensive and for online direct marketers, they usually perform very well on click rate, conversion rate and cost per conversion metrics. Both are marketers.

Online Marketing 100

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

Digital B2B Marketing

OCTOBER 31, 2012

Write an article about how social media is killing advertising! Advertising is Dead. Like everything else in marketing, it lives on. Most marketers want everything around them to be dead. But the only thing dead in marketing are marketers. Marketers wandering the halls and invading meeting rooms.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Television marketing Social Media 100

Digital B2B Marketing

MARCH 21, 2012

Over the last few months, I have been thinking about the world he is coming in to, how it is changing and what marketing, one of my focuses, will look like as grows up. Marketing Will Move to the Extremes Every day it becomes more difficult for marketers to get and keep our attention. Carpet Bombing. Aggressive Interruption.

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Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

DECEMBER 15, 2011

All marketing is integrated, even if it is unintentional, poorly done or working against itself. Marketing activity does not happen in a vacuum void of other influences. Most marketers don’t actually know. Traditional marketing organizational structures and measurements are built around individual components.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

MAY 5, 2014

Enterprise B2B marketers spend the majority of their effort marketing to individuals that don’t have any chance to become customers. Your marketing database is full of contacts that will never become clients. You don’t want everyone to respond to your advertising. “The signal is the truth.

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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 “). How has the role of enterprise B2B marketing changed with respect to woozles? Provide value: Marketing must deliver the value that has your audience coming back.

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B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

APRIL 11, 2013

B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). We said content marketing was cheap.

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B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

JULY 14, 2011

Thought leadership is a common marketing topic, but unfortunately thought leadership is not a common outcome of marketing. Part of the problem is that thought leadership marketing has lost all notions of actual thought leadership. Thought leaders understand their own business, clients needs and the larger market context.

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Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

JULY 16, 2012

The B2B marketing community has become so focused on the journey they have lost sight of the destination. The purpose of B2B marketing is not leads, relationships, content or branding. This focus on the day-to-day marketing and business activities has given rise to a number of B2B marketing myths. It isn’t likely.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 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. Do they have experience targeting your audience for similar marketers with similar goals? Does it really work as advertised when you dig below the surface?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

JUNE 28, 2012

You talk about relationships as a marketer. 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? There are far too many people for marketing to develop meaningful relationships.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

AUGUST 27, 2013

Old content is the real king of content marketing. Old content is the reason content marketing takes so much time, in months or years of calendar time, not in hours of effort, to reach its potential. Below are organic search results for three B2B marketing oriented searches. B2B Advertising Search Results. Search Results.

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Content Marketing Content Inbound Marketing Search Marketing 100

Digital B2B Marketing

MARCH 27, 2013

When you are marketing a marketing service to marketers, the bar is even higher than it is for most B2B marketers. Your marketing will be seen as an indicator of the quality of your marketing service. Yes, that’s a lot of marketing in two sentences. Yes, I get it, you offer targeted advertising.

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

MAY 8, 2014

If you are a B2B marketer, you are paying attention to LinkedIn. 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. You almost can’t ignore it today.

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