Digital B2B Marketing

MARCH 12, 2014

Your broad category content, the content that often pulls in the largest audience, gives you very little information on its own about the individual’s intent. Your highly focused, long-tail content provides the most information about intent, yet it reaches only a small audience. How to Uncover Intent. In Practice.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

APRIL 29, 2014

Branded content is delivering the results advertisers are looking for, and native publishing is one of the easiest ways to start creating branded content and ensure it is actually seen by your audience. An uninspiring repetition of the information we already have. valuable) information in a space many might see as boring.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

AUGUST 26, 2013

Although tracking isn’t unusual, most companies don’t make tracking nearly this obvious and it raises a number of questions for LinkedIn users and for B2B marketers: How will LinkedIn’s audience react when tracking is this visible? Will LinkedIn allow this information to be used by advertisers?

Linkedin 100

Linkedin DemandBase Eloqua Privacy 100

Digital B2B Marketing

MAY 28, 2015

We are just cluttering our minds and our desks with information that is far more interesting than useful. Most marketing organizations move at the pace of refrigerated molasses, while the audiences we are trying to reach are moving along like a rushing river. We need to be more relevant to our audience.

B2B Marketing 100

B2B Marketing Planning DemandBase B2B 100

Digital B2B Marketing

JUNE 19, 2012

Social Is Not About Selling If you are using social media to sell, you are not connecting with your audience. Caution: Do not force a sales relationship your audience does not want. Social Informs and Connects In the same research, 84% of respondents report using social networks to keep up with trends and stay connected.

Social Media 100

Social Media BtoB Media B2B 100

Digital B2B Marketing

JULY 31, 2012

Delivering Valuable Information Marketers have been blinded by the mandate to create content. Buyers need information. Content is the package that makes your information attractive, discoverable, consumable and sharable. Your information and solutions need to be available and easily discoverable whenever buyers are interested.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

MAY 30, 2013

Outbound Marketing Reaches Your Audience Again. Outbound Marketing Grows Your Audience. Outbound marketing can grow those audience you can share with directly through various channels. Delight The Audience. You have invested in great content that answers the questions your audience has. Tactic: search.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

MARCH 25, 2011

Curating content reduces the burden of original content creation , allowing marketers to pull from the best information available for their audience, regardless of source. Marketers using content curation to build an audience and develop their brand today need to overcome two new challenges. Good is no longer good enough.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Some marketers do not see value in personas beyond the audience research. Priorities, pain points, information sources, buying process, motivations and roles are key pieces of information. Information on their consumer profile is far less valuable in a B2B context. Keep personas focused on the business environment.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

DECEMBER 4, 2012

Dan Zarella and Hubspot gave the “what is your social media audience worth” pot a good stir last week. One day many businesses will put a value on their social media audience, if it is in the form of monthly impact to their business or the average value of an audience member. via Wikimedia Commons.

Wikipedia 100

Wikipedia Social Media Hubspot Sample 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. Use Your Own Audience Data. Data is one of the keys to modern online advertising, take full advantage of the audience data you already have in house. InText Ads.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

MARCH 19, 2013

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. Of course, information about this offering is available in a SlideShare deck, embedded below.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

JANUARY 22, 2013

Trade sites reach reach students, marketers, vendors and journalists and draw search and social media traffic from a broad audience. Depending on your audience, you may find using data to target is significantly more cost effective. Yes, some of your ads will reach the wrong person, but they will on trade publication sites as well.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

SEPTEMBER 24, 2013

If Google shuts off access to AdID for a network, either because they are not paying Google’s fees (it isn’t clear if there would be a cost to providers over time) or they are not abiding by Google’s terms, they would lose the ability to sell audience-targeted advertising. What does this have to do with big data?

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. As a marketer, your role is to lay out the potential paths and start your audience down a path that will engage them. Don’t worry about filtering off an audience this is really engaged in the content. Circle Back.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

OCTOBER 29, 2013

Assume that information is less favorable than what the marketer has chosen to present. every publisher reports the audience likes their specific publication best. Instead of recruiting a cross-section of the audience, respondents are recruited through social media or their own database. Learn How The Questions Were Asked.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

APRIL 28, 2011

Each audience is different, and the question for your business is not what is best, but what is best for you. The general advice is to understand your audience and what sites they use. Actually getting this information isn’t just a quick research run. THECOOLIST : Facebook is completely dominate.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

AUGUST 11, 2011

Preparing for opt-in marketing requires recognizing your audience is in control. Your audience holds the power to block all future communications at any time, and this raises the bar for communications. Being valuable to an audience is a challenge. Second, I unfollowed a number of accounts that provide valuable information.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

DECEMBER 6, 2011

Focus on your audience. Know Your Audience What are your audience’s priorities? Connect to your audience through their priorities, not your product offerings. If you don’t know, you don’t know your audience yet. Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO?

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Focus on your audience. Know Your Audience What are your audience’s priorities? Connect to your audience through their priorities, not your product offerings. If you don’t know, you don’t know your audience yet. Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO?

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

JANUARY 3, 2013

Look at your spam folder, you will see numerous emails confirming your order, information or comment and you will likely see a few that still use your email username in the subject line in a feeble attempt at personalization. Email Marketing 101 Your audience is gold , or at least the closest thing you have to it.

Practices 100

Practices Eloqua Best Practices Open Rate 100

Digital B2B Marketing

JANUARY 19, 2012

To see SEO benefits from Google+, your site, pages and content need to become part of “Your Audience’s World” on Google+. To maximize the traffic benefits, you need the Google+ account that shared the information to be an account your audience trusts. Each has its challenges. Brands are not people.

Google 100

Google SEO Brand Identity Branding 100

Digital B2B Marketing

MAY 17, 2011

Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. Your Audience is Driving. Your job is to ensure prospective buyers have the information they need to make a decision. Inbound Marketing. Publishing.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

AUGUST 22, 2013

Understanding your audience is critical, and personas are one of the most effective solutions, right? All too often marketers marketers end up with these funhouse mirror personas: grossly distorted and misleading views of the audience that focus attention on irrelevant features while obscuring the most important ones.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

OCTOBER 4, 2011

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. In total, audience targeting could deliver the same level of engagement and content consumption for a 35% lower investment.

Demand Generation 100

Demand Generation Demand Buy Generation 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.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

MAY 3, 2012

In enterprise technology, publishers like IDG , Information Week and TechTarget have nearly turned these programs into a science, with guaranteed leads volume and a myriad of filtering and qualification options driven largely by email and newsletter promotions. Conversely, advertising puts your message in front of your audience.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

OCTOBER 4, 2011

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. Audience targeting was very cost effective, driving lower cost per page view and a highly engaged audience.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

DECEMBER 20, 2011

An Average Market Participant Your company is known to a few, but the audience doesn’t recognize you for your research or perspective. The content you are using for lead generation is expected to be valuable, you only need to establish the information’s relevance to the audience.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

JULY 3, 2012

It may be one of the primary ways you stay in touch with your audience. It Starts with Attention If you consistently discover and share information and in doing so, become a better way for people to get the information they want or need, you are providing a valuable service. That doesn’t mean curation is not valuable.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

JUNE 11, 2012

Done well, it can make you a recognized resources for news and information and keep you in front of your audience. You respect their opinion of sources and value the skill they have at discovering and delivering the right information. Content curation can be a valuable activity. Similarly, a research librarian is valuable.

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

JUNE 2, 2011

This content is valuable to a far broader audience than even early stage buying cycle content. Current information is critical when I’m looking to stay abreast of the industry. The tools and research they offer are applicable to their marketing audience, even if they are not looking for a solution. No Investment Required.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

MAY 25, 2011

Facebook marketing and email marketing are both about developing an audience that allows you to engage over time. Both Facebook and email are used by companies to distribute information. everyone has the potential to reach a large audience. Individuals and small companies can create and reach large audiences. In Email 2.0,

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

JUNE 14, 2012

To broadly improve your visibility within your market, you need to focus this content marketing initiative on the priorities your target audience has when they are not in market for or considering your solutions. Get To Know Your Audience It has been said a million times, but it is still critical. Where do the line up exactly?

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

MARCH 28, 2012

Instead of focusing on content formats by stage, marketers need to focus on the information that is needed at each stage in the buyers journey. Information , not format, is the key: Information can be early stage, mid stage or late stage. The purpose of your content is to deliver information. Vis cu exerci prompta.

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 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. Media companies say they can target and engage your audience: how are they doing it? Do they have experience targeting your audience for similar marketers with similar goals?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 13, 2011

Mobile is extending the always on, at our fingertips information environment. Without full and extended focus on information, our ability to consume, process and consider the full implications of information is reduced. Marketers must deliver increasingly prescriptive information that requires less critical thought.

Television marketing 100

Television marketing Mobile Marketing Buzz Lead Ranking 100