Digital B2B Marketing

JULY 12, 2012

Information from publisher’s own research studies may be biased and does not allow for objective comparisons across properties. Media Kits and Research If you are working in a vertical for the first time, look at the sources publishers compare themselves too in their media kits and audience comparisons.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

OCTOBER 29, 2013

Marketing often isolates statistics, removing them from any context that would allow for appropriate comparisons. Here is a comparison, from the same study: 41% purchased a product because they saw a banner ad on a tablet. Consider carefully the comparisons that are not made or the metrics that are not reported. Well, no duh.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

MARCH 12, 2013

Provide a comparison with competitive solutions. Sure, it can (and will) accomplish multiple things but it will be best at one, and only one, thing. Take a step back and determine the real purpose of each piece of content. Here are just a few of the potential purposes you may have for a given piece of content. Introduce your solution.

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

JUNE 26, 2012

Is it perspectives on where your industry is going, best practices, or technical expertise? A best practice guide, vendor comparison, industry perspective and even a sell sheet have been lumped under the heading of whitepaper by many marketers. Unfortunately much of it reflects zero thought and leads no where.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

OCTOBER 23, 2012

Since LinkedIn has also been called the best social media site for B2B marketing, this is a change and you should care about. In 2011, traffic was down 5% for the same comparison. LinkedIn just launched as a publisher with 150 thought leaders, influencers and public figures as their first journalists and contributors.

Linkedin 100

Linkedin Cost Per Thousand CPM Business 100

Digital B2B Marketing

NOVEMBER 19, 2013

You may need to broaden your definition slightly for sake of consistent comparison (e.g. They may be more junior contacts or companies that are too small or large to be your best prospects, but they represent a real possibility of current or future business. Everyone else. This should now be lower value but potentially useful contacts.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Ranking Lead Scoring 100

Digital B2B Marketing

SEPTEMBER 19, 2013

This calculation likely underestimates the total for most marketers, as older content continues to drive results over time , but it does make for a useful comparison between marketers. Marketers that have embraced a publishing mindset, producing higher quality content at higher frequency, are seeing the best results.

Advertisements 100

Advertisements Advertising Research Distribution 100