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. Do you care if potential prospects see your services as high value or a complete rip-off? Of course you do. This is about the perception each individual has about you.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

MARCH 21, 2012

To be noticed above the clutter of competing advertising messages, many advertisers will simply bombard us. Data Will Underly Everything In Minority Report we saw advertisements targeted to John Anderton as he walked into a store. Unfortunately, many of these extremes are ones we, as consumers, do not want to see.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 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

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. You also provided content that supports the sale and likely established the initial overall perception of your company and product with the audience. An influencer program.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

JUNE 7, 2011

Advertised Price: Free. However, increasingly companies are asking us to pay by promoting their products and services to our connections. Drive traffic and increase our advertising revenue. Carefully consider before signing up for a product that uses your network for its own promotions: are you willing to endorse this?

Social Media 100

Social Media Word of Mouth Cost Media 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 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. Over the last six weeks, I asked people around me on my commute what they think of online ads for sites they recently visited or for products they recently looked at.

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. Over the last six weeks, I asked people around me on my commute what they think of online ads for sites they recently visited or for products they recently looked at.

Online Marketing 100

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

Digital B2B Marketing

AUGUST 27, 2013

B2B Advertising Search Results. Age was determined using a variety of factors for pages that were not dated, including the content of the page itself, for instance pages referring to the beta launch of Google+ would have been labeled old, and the age of the domain for home pages or product pages. Search Results.

Content Marketing 100

Content Marketing Content Inbound Marketing Search Marketing 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. Your product name? Recognition of brand or product attributes? Recognition of brand or product attributes? Affinity for your product? Brand Your name and logo? All of the above?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

MAY 24, 2012

Don’t Stretch The Truth Your product really does that? Today, case studies, award submissions and product information are ripe with claims that stretch the truth to the breaking point. Productivity you have lost is lost for good. Your client really saw those results because of your services? Unfortunately, probably not.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 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. Your product and service must always exceed expectations. When I know you have a great product, I might recommend it. In the future, marketing must be valuable. Please Market to Me!

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

OCTOBER 4, 2012

Clearly Identify Your Objectives For example, your overall objective might be increasing revenue or marketshare for a certain product or solution group. 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

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. Assess the change in perception of your brand or product as well as the overall intent to purchase using attitudinal research (aka brand studies).

Top of Funnel 100

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

Digital B2B Marketing

JULY 16, 2012

Social media can benefit many businesses, but so can your sales team, advertising, product, customer service or supply chain management. Social media will not be the key determinate of success or failure for most businesses over the next three years. I recently spoke with an executive that sells to trucking companies.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

JUNE 28, 2012

Focusing on how marketing contributes will position your company to have more meaningful and productive relationships with customers. 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

JULY 11, 2013

Branding doesn’t necessarily mean advertising either. Improving awareness and perception of your product, brand or company increases the leads across all sources. What really matters is shaping what others think of you before you engage one-to-one through your sales or other marketing efforts.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

FEBRUARY 17, 2014

As you continue to strengthen the perception of your brand, through marketing and through the experience people have with your product and service, you will see these benefits. Branding advertising branding' It is a higher bar your competitors must reach. Share your view in the comments below or with me on Twitter ( @wittlake ).

Advertisements 100

Advertisements Advertising Brand Identity Branding 100

Digital B2B Marketing

JUNE 18, 2014

According to many in the digital advertising industry, at some point in the future digital marketing will be so targeted that consumers will want to see the ads. Advertising will tell us about the products we want to know about, give us a direct path to the content we need and provide access to discounts on products we want.

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 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

Digital B2B Marketing

DECEMBER 8, 2011

Last week, I shared the results of an informal survey about banner ads promoting a site or product you recently viewed. Online Marketers are Creepy , but they don’t have to be! More than 90% of the people I spoke with had a distinctly negative view of these ads and the few that liked them were marketers.

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

APRIL 30, 2013

“Overall, a 30% increase in positive Tweets is four times more effective in driving sales than a 30% increase in existing above-the-line advertising.” Deloitte used a traditional advertising stock model for the value of Tweets. Volume Barely Matters. Where is the impact of media coverage and editorial reviews?

Twitter 100

Twitter Research Word of Mouth Correlation 100

Digital B2B Marketing

MARCH 14, 2013

Providers like Turn , MediaMath or RocketFuel are able to take your creative, budget and goal and run online advertising programs that are managed and optimized by algorithms, making billions (literally) of ad buying decisions for their clients every single day. Dynamic Creative Optimization.

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

MARCH 15, 2011

Today, ecommerce marketers are frequently guilty, with products briefly considered and rejected stalking you to every corner of the web. Eventual technology or regulatory solutions will limit the potential effectiveness of behavioral advertising.

Paid Search Agency 100

Paid Search Agency Ad Frequency Digg CAN-SPAM 100

Digital B2B Marketing

NOVEMBER 15, 2011

Consider Sitewire , an advertising agency in Arizona with a Twitter account ( @sitewireagency ) that has been updated twice in the last month. A recent product example (outside B2B) is HP’s TouchPad, the tablet offering that was abruptly scrapped following a chilly reception by the market. Or Modernista! , Modernista!

B2B Marketing 100

B2B Marketing Advertising Agencies Paid Search Agency B2B 100

Digital B2B Marketing

NOVEMBER 15, 2011

Consider Sitewire , an advertising agency in Arizona with a Twitter account ( @sitewireagency ) that has been updated twice in the last month. A recent product example (outside B2B) is HP’s TouchPad, the tablet offering that was abruptly scrapped following a chilly reception by the market. Or Modernista! , Modernista!

B2B Marketing 100

B2B Marketing Advertising Agencies Paid Search Agency B2B 100

Digital B2B Marketing

MARCH 4, 2011

To keep you informed of important technology products, services and business opportunities, Ziff Davis Enterprise would like to occasionally send you valuable information via email from our business partners. A few days ago, I was shocked to find, in my spam folder, a similar email from Ziff Davis Enterprise.

Enterprise Management 100

Enterprise Management Advertising Agencies Digg Demand Generation Agencies 100

Digital B2B Marketing

JANUARY 17, 2012

In content marketing, your competitors are not just product competitors. Analyst firms ( irony: whose papers you may listen and distribute ), media companies (who you purchase advertising from) and individual influencers are all competing to be your audience’s primary information source.

Mobile Advertising 100

Mobile Advertising Content Work Management Mobile Marketing 100