Digital B2B Marketing

APRIL 26, 2011

Banner Ad: The top banner ad is outperforming the industry average 0.10% click rate [actual rate has been removed to protect client and publisher details, advertising has 'performed well' on a number of measures]. the click rate of the top banner ad. Just how much more engaging is editorial content?

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

NOVEMBER 27, 2012

Now, with a new Social Retargeting offering from Bizo, you can buy banner ads targeted only to people that click on content you share, even when it isn’t your content. Upload banner ads promoting your own content, or other lead generation offers, that can drive traffic back to your site.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

AUGUST 14, 2012

What if banner ads could become as targeted and relevant as emails? How It Works You have seen retargeting ads, banners that promote whatever products you looked at or left in your shopping cart and follow you around the web. One of the emerging trends in online advertising promises to make this possible. The possibilities are endless.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

OCTOBER 29, 2013

Here is a comparison, from the same study: 41% purchased a product because they saw a banner ad on a tablet. When compared to a banner ad on a tablet, watching a video is just slightly better. Barely better than a banner ad will never be a claim to fame. Put metrics into context of other measurements before evaluating them.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

OCTOBER 16, 2012

If it is an email promotion for an upcoming webcast or a banner ad showing how much money your business can save, a marketer is interrupting you and asking you to move on to something else. Friction is resistance to that movement.

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

JULY 17, 2013

You like seeing retargeted banner ads. You believe serving a banner to every internet user is your inalienable right. You steadfastly believe email marketing is a good thing. You wish for the days before spam filters. You still read Adage religiously. You talk about the days before ad exchanges.

Planning 100

Planning Banner Ads Banners Ad Exchange 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. In short, they get the benefit of much of the work your other marketing efforts did.

Top of Funnel 100

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

Digital B2B Marketing

APRIL 17, 2013

At the other might be a tiny mobile banner or a transit bench on a side street. A mobile banner? At one end might be the experience someone has using your product or service as you intended. Advertising isn’t dead. The Spectrum of Marketing. A television spot? A white paper?

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

NOVEMBER 15, 2012

This lets you take the demand generation or nurture program, for instance, and “send banners” to the same people you are sending emails too. Instead of adding banners to your marketing automation program, your marketing automation platform will become the nerve center for all advertising messages.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

MAY 3, 2012

Here is an example, paraphrased to protect the identity of the publisher: A leaderboard banner highlighting multiple assets with guaranteed impressions and leads. The leaderboard banner will likely drive less than 5% of the leads. A perfect way to promote whitepapers and webcasts.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

MAY 5, 2014

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. All types of people visit your website. Whether you have thousands or millions of visitors a month, most of them do not even have the potential to become prospects.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

Digital B2B Marketing

FEBRUARY 14, 2013

They see email, direct mail, promoted Tweets, Facebook ads, banners and TV ads clamoring for their attention and cluttering their lives without adding any value. Behind closed doors, many marketers don’t like or even respect them. In turn, consumers and B2B buyers have come to dislike marketing.

Word of Mouth 100

Word of Mouth Banners Custom Publishing Marketing & Strategy 100

Digital B2B Marketing

SEPTEMBER 11, 2013

For tips specific to online banners, see 4 Rules for Better Online Advertising Performance. You are three weeks, or months, beyond the first impression. But your audience is not, and if you just focus on the details, they will run by and not even notice it. Your Turn.

Advertisements 100

Advertisements Advertising B2B Banners 100

Digital B2B Marketing

JUNE 12, 2013

You promote your content through search, social, emails, newsletters, even banners. Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content. You are seeing strong traffic, engagement with your blog content and a steady increase in registrations for your premium content.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

JANUARY 22, 2013

Creative: Create Serendipity Serendipity isn’t a banner ad or landing page that knows your name, company or industry. For B2B marketing organizations, Bizo continues to develop more robust data. Providers like Madison Logic, Demandbase and D&B are worth watching in the B2B marketing space as well.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

SEPTEMBER 13, 2012

Deliver On Every Frame With Flash (or other animated) banners, do not assume someone sees your message from start to finish. Back It Up Most people will never look for the support, but the few that do are your best prospects. Don’t leave them wondering if what you claimed is actually true.

Rules 100

Rules Advertisements Advertising Eye-Tracking 100

Digital B2B Marketing

JANUARY 12, 2012

This should be obvious to everyone, yet we continue to hear about click rates on banner ads, a metric that is easily accessible but wrong for nearly everyone. Pick the Right Marketing Metrics With the wrong metrics, your investment in analysis and optimization is wasted. The wrong metrics lead to the wrong marketing investments.

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

OCTOBER 15, 2013

Online banner ads are not the most cost effective way to promote your content, with relatively high prices and relatively low response rates versus most of the other options here. Look at these (and other) search engines as opportunities to expand an effective program. Advertising. And there is always advertising.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

MARCH 1, 2012

Comscore recently issued a release showing 31% of banner ads from a sample of advertiser had no opportunity to be seen. The problem is, advertisers often do not know where their ads are running. Increasingly, marketers don’t know where their content is either.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

APRIL 16, 2012

This will increase the reported efficiency of branded search and decrease the efficiency of category search or banners for most marketers. Attribution Modeling Because cookie deletion happens over time, marketing activities that are generally early in the process will be under-reported relative to late-stage touches.

Marketing Attribution 100

Marketing Attribution Banners Paid Search Agency Sample 100

Digital B2B Marketing

DECEMBER 19, 2013

You need a promotional unit on your homepage and other key pages with the same offer you are running in the banner. Even if you don’t have a registration form, the brief impact of a banner just won’t cut it. Demand Generation Media banners Demandbase dsp online advertising RTB' You need to get them engaged.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

JULY 25, 2013

How Much Does Half a Banner Cost? Today banner advertising is increasingly purchased and placed by systems. Unfortunately, the system didn’t check that VerticalResponse’s banner would actually fit. Nope, That’s Not Me. Using behavior to identify warm prospects is an increasingly common tactic.

Eloqua 100

Eloqua Auto Responder Banners Marketo 100

Digital B2B Marketing

JULY 31, 2013

If you think click rates on banner ads are bad, this should be a wakeup call. Someone is 20 times more likely to click the banner ad in front of them right now than they are to install your app, ever. Less than 8 of those applications are actually launched on any given day. The average person is not using 99.999% of apps. source ).

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 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. Staying in contextually relevant areas limits the chance your audience feels your banner ads are following them around the web. Online Marketers are Creepy , but they don’t have to be!

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

APRIL 20, 2016

Like the email spam folder, you also worry about ad blocking, as most onboarding solutions rely heavily on banner inventory. And like a list, you are limited to the data your provider has available.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 100

Digital B2B Marketing

FEBRUARY 17, 2014

You were able to point to a few print pages or brand banners, but six weeks later, the change in awareness was nearly imperceptible. It fails, consistently, for two reasons. The biggest impact the limited awareness effort had was to make you and your team feel good.

Advertisements 100

Advertisements Advertising Branding Brand Identity 100

Digital B2B Marketing

DECEMBER 1, 2011

A creepy alligator has been stalking me. Yes, an alligator. Ads for HostGator , perpetually offering 20% off, have been on nearly every site I visit. Unfortunately for HostGator, I already chose a hosting provider, and now, I’m tired of HostGator’s advertising and their alligator mascot.

Online Marketing 100

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

Digital B2B Marketing

DECEMBER 1, 2011

A creepy alligator has been stalking me. Yes, an alligator. Ads for HostGator , perpetually offering 20% off, have been on nearly every site I visit. Unfortunately for HostGator, I already chose a hosting provider, and now, I’m tired of HostGator’s advertising and their alligator mascot.

Online Marketing 100

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

Digital B2B Marketing

JUNE 3, 2014

We’ve all seen the promotional emails, banner ads and Tweets. Free white paper! Free webinar! Free eBook! It’s Free! It’s Free! The fine print: we will send you weekly emails with more content you didn’t ask for.

Content Marketing 100

Content Marketing Ad Exchange Webcast Banner Ads 100

Digital B2B Marketing

JANUARY 20, 2014

Your online ads are the banner equivalent of batch-and-blast email. They visit industry sites, competitive sites and even still talk to peers and read offline! Data from just your site or email is woefully incomplete. Everyone sees the same set of ads across your entire program.

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

JUNE 7, 2012

The most common pricing model for online banner advertising. May also refer to media buys that are paid for based on the number of clicks (as opposed to CPM). CPM : Cost per 1,000 Impressions. CPN : Cost per Name. Used for pricing email, telemarketing or postal list rentals or purchases. CPA : Cost per Action.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

MARCH 15, 2011

Stalking Banners Generally known as retargeting (and a tactic I advocate with caution), without strict frequency controls, retargeting turns into stalking. Diligent marketers see this in the results, with significantly lower engagement and higher bounce rates than other placements on the same site.

Paid Search Agency 100

Paid Search Agency Ad Frequency Digg CAN-SPAM 100

Digital B2B Marketing

JUNE 5, 2012

Search Testing: Google Adwords (campaign experiments are particularly useful for testing) Banner Creative Testing: Flite (simple creative testing and dynamic creative) Email Testing: Even a free MailChimp account supports A/B testing and every commercial ESP supports testing.

Opinions 100

Opinions Adwords Paid Search Agency Banners 100

Digital B2B Marketing

MAY 9, 2012

Mobile traffic can come from the same search, banner, direct mail or social activity that drives laptop and desktop traffic. Dianna Huff ( @diannahuff ) published her view and tips after attempting to reference a site that was not as mobile ready as it should be.

Mobile Marketing 100

Mobile Marketing Paid Search Agency B2B Marketing Planning 100