Digital B2B Marketing

JANUARY 22, 2013

Collected from registration forms, browsing behavior or appended offline data sources, collecting online data is an imperfect process at best. Depending on your audience, you may find using data to target is significantly more cost effective. Your Turn What tips do you have for effectively using imperfect data? Glad you asked.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

OCTOBER 15, 2013

Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted and then organically spread. Outbrain recently booted low quality advertisers out of its network in a bid to make it more attractive to both the best publishers and brand marketers. Promoted Tweets. Placing your Content.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

MARCH 12, 2014

Intent is what has made search an effective channel for so many marketers. The best potential prospects are looking for information and the links they choose to follow, and those they skip, will give you significantly more information about their intent. It is time to bring a similar mindset to your content marketing.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

DECEMBER 2, 2013

You have carefully chosen your partners, negotiated an effective cost per lead and are diligently measuring your results. Content that guides prospects looking to create a short list of solutions can be particularly effective in these programs. You are easily spending thousands on lead generation media programs each month.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

SEPTEMBER 13, 2012

As a marketer, you need to stop staring into the depths of your advertising and make certain the first, and possibly the only, split-second exposure someone has to your ad is effective! Back It Up Most people will never look for the support, but the few that do are your best prospects. Here are the keys you are missing: 1.

Rules 100

Rules Advertisements Advertising Eye-Tracking 100

Digital B2B Marketing

NOVEMBER 27, 2012

This extends your retargeting program , often one of the best performing online advertising tactics, to include the audience you have developed in social media. However, when combined with Bizo’s new offering, it become a cost effective channel.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

DECEMBER 15, 2011

Imagine if you took the best individual ingredients, judged on their own merits, and made lasagna. Likewise, search may receive larger budgets because it appears to be far more cost effective than it actually is. Traditional marketing organizational structures and measurements are built around individual components.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 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. This isn’t a seasonal effect. 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

MARCH 28, 2012

The best format is the one that most effectively presents the information needed. 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. The format is simply the packaging.

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 100

Digital B2B Marketing

APRIL 20, 2016

By starting with a traditional database, these account-based advertising providers like Terminus effectively start with a list of individuals at the target companies. Share them in the comments below or connect with me on LinkedIn and I’ll do my best to answer! What questions do you have about account-based advertising?

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 100

Digital B2B Marketing

DECEMBER 3, 2013

For years paid search has been one of the most cost-effective media channels for B2B lead generation. But over the last year, I have seen or heard case after case of B2B marketers struggling to make paid search, and Google AdWords in particular, cost-effective. .” I never expected to say that. Leave Display On.

Paid Content 100

Paid Content Search Marketing Paid Search Agency Budget Programs 100

Digital B2B Marketing

DECEMBER 10, 2013

And yet most B2B marketers don’t feel like their content marketing is effective. Yet confidence in the effectiveness of their content programs remains low. Even the best content isn’t automatically discovered and appreciated on its own, but you act like if you publish it, blast it and Tweet it, then Poof!

Budget Programs 100

Budget Programs Content Marketing Paid Search Agency Wikipedia 100

Digital B2B Marketing

JANUARY 22, 2014

60% said Facebook delivers the best ROI, 25% picked LinkedIn and just 5% chose Twitter. For ad buyers dealing with budgets that equity analysts should care about, that’s an effective minimum of zero. Because they don’t understand Twitter and effective tools aren’t available, their programs aren’t effective yet.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

FEBRUARY 16, 2015

Sometimes the best advice and perspective doesn’t come from the public figures we hear at conferences or see quoted in publications. Content focusing on the challenges or needs of one audience can’t be used effectively with other audiences that don’t share the same challenge. Toby is one of those guys.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

SEPTEMBER 19, 2013

But do native advertising programs that let marketers publish directly on a media property distribute content effectively? Marketers that have embraced a publishing mindset, producing higher quality content at higher frequency, are seeing the best results. Do they really get the benefit of the media company’s audience?

Advertisements 100

Advertisements Advertising Research Distribution 100

Digital B2B Marketing

DECEMBER 8, 2011

A frequency cap of two run with three networks or providers is an effective frequency cap of six! When implemented correctly, retargeting reaches some of your best prospects, make the investment in creative that positions your offering and addresses potential concerns.

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

AUGUST 9, 2011

The best place to begin is with a key challenge or opportunity your company is facing, such as a new competitor or a new market. Tactical planning will more effectively align with the strategy when the entire team buys in and adopts the strategy as their own. Breaking down the barriers will likely be a bigger challenge than planning.

Barriers 100

Barriers Planning B2B Marketing Advertising Agencies 100

Digital B2B Marketing

FEBRUARY 16, 2012

Combining Demand Generation and Lead Generation For the best results, you cannot combine lead generation and demand generation. The sequence can go in either direction, but it cannot be accomplished effectively in a single step. Or do you effectively combine both in a single step?

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

APRIL 6, 2011

Without an understanding of social media, these marketers will not develop effective social media strategies. They will not implement effective programs. The best deep content tends to slow, or even pause, social sharing, but afterwards it normally winds back up. No wonder they are not embracing it as marketers.

Social Marketing 100

Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

APRIL 5, 2012

When judged against your competitors, continuing to deliver content at the best time requires continuing to push the boundaries in the data you collect and how you use that data. To my knowledge, this has not been automated effectively yet. Here are three things you can add today.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Profiling 100

Digital B2B Marketing

NOVEMBER 5, 2013

The value of a content curator is their ability to filter through the volumes of content and select the best, the most original, the most valuable, pieces. Yes, effective curators must understand the topic. It Makes You A Filter, Not An Authority. They must be able to differentiate between mediocre, good and great.

Curation 100

Curation Content Differentiation Twitter 100