Digital B2B Marketing

FEBRUARY 4, 2012

If you follow the B2B technology publishing landscape, you are almost certainly familiar with the Ziff Davis Enterprise brands. This isn’t QuinStreet’s first B2B technology media acquisition. Have leads become the primary focus for B2B technology media companies? However QuinStreet may be a newer name.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 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

APRIL 2, 2013

The buying process may take 12 to 18 months. 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? In most B2B organizations, Salesforce.com or a similar solution is the system of record. Sweeping up late stage contacts.

Top of Funnel 100

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

Digital B2B Marketing

DECEMBER 22, 2011

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. Video will come into its own for B2B marketers in 2012. B2B marketers will use video as a way for subject matter experts to more easily create content. Media Buying 7.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

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. Video will come into its own for B2B marketers in 2012. B2B marketers will use video as a way for subject matter experts to more easily create content. Media Buying 7.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

SEPTEMBER 2, 2014

There are many new ways B2B marketers can use data. B2B marketing has relied heavily on data for years, but are you tapping into today’s new data sources to improve your marketing. Disclosure: I buy or recommend clients buy lead generation programs or data services from Madison Logic at times.

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

NOVEMBER 1, 2011

B2B salespeople are looking to talk to people that influence or make decisions for business purchases. So why all the fuss about B2B being B2P (business to person)? Maybe not you, but some B2B marketer will). Enterprise B2B is different, the products and solutions are complex and need to be understood.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 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. And let’s not even start with banners for B2B marketing, where most of the audience of even the most targeted sites will never represent an opportunity for you. “The signal is the truth.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 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. Today, B2B marketers have many new options available. If you are like most B2B marketers, search is a staple component of your outbound marketing mix.

Advertisements 100

Advertisements Advertising DemandBase B2B 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%). Only 39% report a lack of budget.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Buyer personas are a hot topic of discussion in the B2B marketing world, but how do you create the personas that you need and ensure you are getting the value you need out of them? Do you even need to create B2B buyer personas at all? Information on their consumer profile is far less valuable in a B2B context.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

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 “). With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? And what does that have to do with a woozle?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

MARCH 5, 2013

Most B2B marketing organizations miss the biggest opportunities to impact their business because they have not identified the right goals. Most B2B marketing organizations start with a goal that looks like “deliver 18,000 leads to sales.” Why isn’t business coming out of your ears? It is easier said than done.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

JUNE 19, 2012

of B2B technology buyers say social media has influenced their purchase decisions or interactions with vendors. So should B2B organizations shutter their social media efforts or reduce their investments? Stepping back from the details, the research from IDC reaffirms two key guidelines for B2B social media.

Social Media 100

Social Media BtoB Media B2B 100

Digital B2B Marketing

NOVEMBER 6, 2012

No one buys from a company they distrust or pays a premium for a solution they see as a low cost provider. However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. What perception is today’s marketing creating?

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

MAY 31, 2012

In B2B marketing, bad data represents a huge lost opportunity. You have seen the registration forms that go on and on, asking for information about an individual’s role in the buying process, project budget, timeline and more. These forms are asking for far more than the content is worth. If so, you are begging for bad data.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

JULY 31, 2012

B2B marketing is complex. The recent rise of inbound marketing is, in part, reflective of the new buyer that is in control of much of the buying process. Your Turn What other parts of the bigger picture marketing fundamentals are being lost in B2B marketing? Take a step back and consider the three bigger picture items below.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

JULY 7, 2011

B2B buying is complex because the products are complex. Evaluating B2B solutions is hard, and the final decision is not made with absolute knowledge it is the right decision. In B2B, buyers are incredibly knowledgeable, but they simply cannot be certain. I work with B2B clients on media and integrated marketing programs.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

DECEMBER 2, 2013

If you are buying a program with a fixed set of promotions (i.e. Today I received an email from a B2B marketer that is “nurturing” me. The B2B Lead Generation Series. The B2B Lead Generation Series. B2B marketers are spending big budgets to run lead generation programs through publishers.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

OCTOBER 18, 2012

B2B advertising begins with the target audience. Here are a couple examples of how B2B target audiences are generalized for advertising: Juniper targets companies with large data centers. Normally I do not promote clients here on B2B Digital Marketing. For many B2B advertisers it will be a closer to a 100x improvement.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 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. When I can buy a three-pack of 16 GB drives at my local Costco, an old 512 MB or 1 GB drive seems like a joke. Filling my hotel room with cheap junk is not a good way to make me think fondly of you or your product.

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

MAY 19, 2011

Not in B2B. 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. A strong brand opens doors for sales. It puts your company on the short list. The Problem: Advertising will not create this brand. You are selling an experience good.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

JUNE 2, 2011

Current marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42 , 78% of B2B marketers say awareness is an objective of content marketing. Question: Where is awareness most valuable in the buying cycle? Here are five general characteristics of stage zero content.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

FEBRUARY 13, 2012

Today, this change is often wrapped up in discussions of technology, buying media based on audiences (instead of sites), optimization algorithms and new skill sets. Modern media buying is giving businesses a way to act on all of this data, not just marketing data, in real time. In reality, the change is far bigger.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

JANUARY 22, 2013

Today, algorithmic media buying is one of the fastest growing areas in online advertising and without data, it wouldn’t even exist. This isn’t just a consumer advertising trend, increasingly B2B advertising is being driven by data as well. For B2B marketing organizations, Bizo continues to develop more robust data.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

OCTOBER 6, 2011

Traditional data appends can capture areas of buying influence and sometimes even buying intent. In addition, some B2B publishers are considering selling data about content consumption on their properties. I am a digital and B2B marketer with a background in online media and analytics. Appending Data.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

APRIL 22, 2011

That passion is what B2B marketing is missing. In B2B marketing, you build relationships around knowledge and a common interest. But all to often, the relationship is like buying a tomato start at Home Depot instead of from Lisa. As a B2B marketer, you want to be like Lisa, not Home Depot.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 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. If new research says B2B buyers rely on social media, dig into the survey. Did it indicate how important social media is in the buying process? Question Research.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 16, 2015

He recently joined Business Insider as the Sales Director for the Southeast, after a number of years with CBSi, parent to B2B technology focused properties ZDNet and TechRepublic (among others). I thought it was great insight for B2B marketers looking to work with publishers for the first time (and a healthy reminder for many of us).

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

JUNE 16, 2011

You have heard the line “people don’t buy what you do, they buy why you do it.&# I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. Thank You for Always Thinking of Me! Why is even more important for advocacy.

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

AUGUST 27, 2013

Below are organic search results for three B2B marketing oriented searches. Buying B2B Email Lists Search Results. B2B Advertising Search Results. B2B Marketing Strategy Search Results. Below is a chart showing the growth in traffic for this blog ( B2B Digital Marketing , in case you are reading this elsewhere).

Content Marketing 100

Content Marketing Content Inbound Marketing Search Marketing 100

Digital B2B Marketing

DECEMBER 19, 2013

Programmatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. But it isn’t ready yet for today’s B2B marketer. You’ve already proven they are effective in other targeted buys. Putting Programmatic Buying In Its B2B Place.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

SEPTEMBER 18, 2012

For B2B Marketing For B2B marketers, Bizo provides information on the likely role and level of seniority of a visitor as well as industry and company size. For B2B Marketing What if Staples or Office Depot could identify regular in-store visitors that may be business customers? If so, how far is too far?

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

JUNE 12, 2013

Congratulations, you are a B2B content marketer. Your content doesn’t tell people how to buy from you or why they should buy from you. You have created a great industry blog and library of premium content. You promote your content through search, social, emails, newsletters, even banners. Education Is About Aspiration.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

JUNE 11, 2014

If I’m looking for a computer, search for Dell, click the top organic result and buy a new laptop, is search the reason I bought a laptop from Dell? If you have a well-known brand and run a well-targeted campaign, you are reaching people who would buy from you without your marketing. Here are four common culprits. Branded search.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

JULY 26, 2011

For example, I was one of the first people at any of the large ad agencies to place an online exchange buy from one of the first fledgling trading desks. When I put on a media planning and buying hat, this and my analytical side drive planning. I am a digital and B2B marketer with a background in online media and analytics.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

MAY 9, 2011

SiriusDecisions’ B2B Sales and Marketing: Forging a New Alliance was an impressive event last week, and I was glad to have the opportunity to attend. This isn’t about operations and process though, it is about serving prospective customers through their entire buying process.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100