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. If you regularly share via Twitter, consider Twylah also. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 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

JULY 12, 2012

Here are some of the common challenges marketers face planning a B2B advertising program: The majority of research services are designed for consumer marketers and provide little information on professional roles. Add keywords like magazine, blog, news or site that describe media properties to the audience or category you are looking for.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 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

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. Everyone else is already curating Look at Twitter, LinkedIn industry groups or Facebook pages.

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

FEBRUARY 14, 2012

These are some of the questions we tackled on B2Bchat on February 8, 2012, and I had the privledge of moderating the discussion on Twitter. Demand generation is too focused on lead capture and not focused enough on meeting the needs of their audience. As always, there were some great insights shared during the chat.

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 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. However, sharing content or a link on Facebook or Twitter is not only appropriate, it is welcomed. Marketers are developing audiences.

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 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

JUNE 23, 2011

The biggest factor driving the changes in today’s buyers is the accessibility of information technology has enabled. In the past, your prospect held the budget cards and you held the information cards. Today, buyers hold the budget cards and the information cards. Develop Your Own Audience.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 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

SEPTEMBER 27, 2011

Meeting the needs of an audience that is hesitant to register and engage directly will require B2B marketers to redefine a marketing contact and restructuring their marketing automation around a new channel-agnostic contact. Share your view below or with me on Twitter ( @wittlake ). About Eric Wittlake.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 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

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. Filed under:

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Meeting the needs of an audience that is hesitant to register and engage directly will require B2B marketers to redefine a marketing contact and restructuring their marketing automation around a new channel-agnostic contact. Share your view below or with me on Twitter ( @wittlake ).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

AUGUST 23, 2012

What if your objective is to deliver highly engaged leads to sales, but your persona indicates that sizable segments of your audience are not likely to engage with marketing content or even to register. Your lead scoring is excluding a valuable segment of your audience and you have the information you need to identify the issue!

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 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

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

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

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. And it is true, understanding your audience is critical. Editorial articles: There are 96x as many Twitter and Facebook shares on articles as their are clicks on the top banner.

Advertisements 100

Advertisements Advertising Banner Ads Banners 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 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

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

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

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

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. Noting the launch of Twitter lists today isn’t helpful. Stage zero content is fundamentally different from buying cycle content. Consumable.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

JUNE 1, 2011

You jump into the middle of conversations on Twitter, forums, LinkedIn groups and elsewhere, pitching a solution before you even know what the problem is. Share information from others freely. Like, comment on, or retweet good information, insight or entertainment from others. The point is: don’t focus on yourself.

Social Media 100

Social Media Work Management Marketing Management Media 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

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. Share them in the comments below or with me on Twitter ( @wittlake ).

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

JULY 26, 2011

For an example of this influence, see the bio I use on Twitter. Although my focus on numbers has evolved, in business, information still fuels me. Almost all of our information comes from online and old fashioned books. I’m passionate about marketing that serves the audience and helps the audience make the right decision.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

AUGUST 25, 2011

If you are a B2B marketer, your email should already be designed with mobile users as one of your primary audiences. When mobile is the first screen, content will be designed for the mobile audience first. What is the critical functionality, information and entertainment you provide? About Eric Wittlake.

Mobile Marketing 100

Mobile Marketing B2B Marketing Internet Marketing Twitter 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

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

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

JUNE 12, 2013

It educates and informs. But embrace the fact your content draws an audience looking for the information you are offering! I’d love to hear your view in the comments below, on Twitter ( @wittlake ) or on Google+. Others simply aren’t interested. Education Is About Aspiration. As it should. If not, why not?

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 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

OCTOBER 30, 2012

Turn it into multiple shorter pieces and let your audience decide what parts they want. Use the format that presents the information clearly and concisely. Provide a path to more information. Share your answer in the comments below or with me on Twitter ( @wittlake ). Break it up. Get to the point. Cut cut cut!

Content Marketing 100

Content Marketing Tips Content Act-On 100