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. Companies like IBM and Coca-Cola have invested billions in building their brands. These budgets and experiences contribute to a brand. The Bigger Brand Picture. It won’t.

Advertisements 100

Advertisements Advertising Branding Brand Identity 100

Digital B2B Marketing

APRIL 29, 2014

It will lead to a degradation of media brands, an influx of low quality content and ultimately the loss of many of the benefits that made native publishing attractive in the first place. Build Your Own Content Brand. Everyone offering native publishing programs today has built a valuable content brand. You can too.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

JUNE 23, 2011

Stop Relying on Brand Marketing for Influence. According to recent research from WPP Group’s Kantar Video and Synaptic Digital, there was zero lift in men’s brand awareness from adding brand media exposure to earned media exposure. Here are three more powerful influences than brand marketing.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

JANUARY 29, 2013

Your Brand Equity Lives On Awareness of your company, understanding of your solution and intent to purchase your goods or services don’t just drop to zero, even if you stop ALL marketing. Similarly, investments in rebranding or a brand new website can often be delayed as well. But it isn’t the solution in most cases.

Budget Programs 100

Budget Programs Marketing Budget Marketing Automation Services Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 6, 2012

This is about your brand. Even traditional “branding” venues are filled with lead generation offers and publishers are bundling traditional media programs with lead generation. Do you care if potential prospects see your services as high value or a complete rip-off? Of course you do.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

JULY 3, 2012

Turning Attention into Marketing Success The top three content marketing objectives according a recent survey by Curata (notably, a company that offers a solution for content curation), are driving leads/sales, thought leadership and brand awareness. Thought Leadership Without attention, your thinking cannot lead anyone.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

AUGUST 30, 2011

Like woozles, your brand lives in the hearts and minds of your audience. Woozle's live in the hearts and minds of Pooh and his friends. And most importantly, woozle's change behavior in the Hundred Acre Wood. It impacts deals, but you can't create it today in the traditional ways.

B2B Marketing 100

B2B Marketing B2B Marketing Brand Identity 100

Digital B2B Marketing

DECEMBER 2, 2013

From content to process to branding, here are five steps you can take to improve the results from your publisher lead generation programs. Brand Your Content And Promotions. When promotions and content aren’t branded, it shouldn’t be a surprise that your followup phone calls or emails are ignored. Follow Up NOW!

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

DECEMBER 22, 2011

Brand advertising will shift towards demand. With complex messages and positions, advertising will be seen as the starting point for communication that supports a brand’s message and position. Media Buying 7. Creative and measurement will need to shift quickly to meet the new requirements.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

Brand advertising will shift towards demand. With complex messages and positions, advertising will be seen as the starting point for communication that supports a brand’s message and position. Media Buying 7. Creative and measurement will need to shift quickly to meet the new requirements.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

JUNE 16, 2011

There are three principles to excel in the future of marketing that Michael presented and create the advocates and evangelists that will drive your brand. Filed under: Branding , Demand Generation , In Theory. How do you, as Michael said, “create communities of customer advocates and evangelists&# ?

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

AUGUST 9, 2012

Search captures credit from other marketing programs in two ways: Search as a response channel : People searching for your brand, your campaign or your products already know you. Non-brand terms are the primary acquisition element of your campaign, brand terms capture credit from other marketing programs.

Marketing Report 100

Marketing Report Search Marketing Peer-to-peer Marketing Budget 100

Digital B2B Marketing

JUNE 2, 2011

Stage zero content is intended to establish your brand, your expertise or your perspective in the mind of your target market, when they are not researching or considering solutions. Filed under: Branding , Content , Rants , Social Media. Answer: “Well, DUH!&#. I work with B2B clients on media and integrated marketing programs.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

JUNE 11, 2014

Branded search. Unfortunately Google makes it difficult to identify branded search traffic today, ensuring marketers will continue to credit search for what would have happened regardless. Sorry to break it to you, but brand followers on social media have the same bias. Here are four common culprits. View-through Reporting.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

APRIL 9, 2013

more likely to think unfavorably of the brand! No wonder consumers have a negative view of a pre-roll advertising brands in the study referenced above. Do you carefully shepherd your brand , monitoring frequency and avoiding programs that could undermine the brand equity you have built to date? Welcome Ads.

Ads 100

Ads Banner Ads Banners Effectiveness 100

Digital B2B Marketing

MARCH 27, 2013

One vendor gave a pair of branded flip flops. It is lightly branded and connected to a research project I found interesting. I was astounded by the number of branded products with no information about the company. Otherwise, your tchotchke is likely just a branded product that tells us nothing about why we should care about you.

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

APRIL 2, 2013

Tactics like buying branded search terms or running retargeting campaigns are particularly cost-effective on paper because only target people who have already shown a level of interest or familiarity with your solution. Sweeping up late stage contacts. Measure the impact of your overall marketing mix using sophisticated statistical models.

Top of Funnel 100

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

Digital B2B Marketing

SEPTEMBER 13, 2012

You tell the story around the table of how the message and design combine to illustrate your brand’s superiority. You have agonized over your copy, crafting something with depth and nuance. As you explain it heads begin to nod, the connection becomes clear and the program moves forward.

Rules 100

Rules Advertisements Advertising Eye-Tracking 100

Digital B2B Marketing

APRIL 17, 2013

Branding Content Media Rants advertising content marketing' Each has a role to play in creating and shaping opinions of your company and product. Ok, I’m done ranting, the comments are yours. Photo Credit: brainware3000 via Flickr cc.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

OCTOBER 29, 2013

Improving brand metrics (including awareness, perception, intent to purchase and likelihood to recommend). Brand awareness. Demand generation marketers will split their answers among the last four choices and brand awareness might become the top priority based on this survey structure. Consider the following list of choices: A.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

FEBRUARY 7, 2012

Belieavable Encourages Personality Today, brands need to engage, not broadcast. Personality creates more memorable conversation, and brands are no different. I would offer believable as the word Augie Ray means in his post about Chrysler, Fiat and the Brand Value of Authenticity. that is infused throughout everything you do.

Social Media 100

Social Media Media Broadcasting Social Marketing 100

Digital B2B Marketing

JULY 17, 2013

You think the idea of talking to a brand on Facebook is completely natural. You believe your brand is what you tell people it is. You refer to your grocery list as a shopping strategy. You see a content opportunity in everything. You attempt to decipher the intent behind marketing and advertising you see. Really folks?).

Planning 100

Planning Banner Ads Banners Ad Exchange 100

Digital B2B Marketing

JANUARY 9, 2014

Even worse, I’m tired of publishers that like to name drop and associate big brands with bad behaviors because it drives traffic, even when the brand was innocent. I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. In one sense, it is true.

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

DECEMBER 17, 2013

All Your Brand Communications Are Slowly Disappearing. Facebook isn’t the only social network where brands aren’t reaching their audience as effectively today. No, Twitter isn’t filtering out your brand updates, everyone else’s content is bumping it aside though. Social: Twitter Click Rates Are Falling.

Facebook 100

Facebook Television marketing Brand Identity Branding 100

Digital B2B Marketing

APRIL 22, 2011

Filed under: Branding , Demand Generation , Social Media. For Northwest gardeners, with our cooler and shorter summers, it is one of the best tasting tomatoes (in my opinion), and you will get more ripe fruit earlier than with varieties like Brandywine.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

JULY 14, 2011

Filed under: Branding , Demand Generation , Rants. I work with B2B clients on media and integrated marketing programs. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

JULY 7, 2011

Filed under: Branding , Business , Demand Generation , In Theory. I work with B2B clients on media and integrated marketing programs. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

AUGUST 23, 2011

44% connect with brands on Twitter for discounts (source). In social media, marketers buy attention with promotions or discounts. And research shows consumers expect this from marketers. The problem is, buying attention is an old school mindset, plopped into a new communication paradigm.

Social Media 100

Social Media Pricing Price Media 100

Digital B2B Marketing

MARCH 25, 2011

In Content Curation – It’s What’s for Breakfast These Days on Social Media Explorer , Stephanie Schwab says brands the curate interesting content from outside sources ultimately expand their brands. Marketers using content curation to build an audience and develop their brand today need to overcome two new challenges.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

JULY 28, 2011

Filed under: Branding , Measurement , Media , Research , Social Media. I work with B2B clients on media and integrated marketing programs. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Social Media 100

Social Media Media CMO Marketing Mix 100

Digital B2B Marketing

OCTOBER 1, 2013

Is my brand lift above average? We like to measure ourselves against something. We want to know that we are doing good work. Is my my email click rate good? Is my search conversion rate where it should be? Ummm, but what are you comparing yourself too? A number in some book or website, based on the results of businesses nothing like yours?

Advertising Benchmark 100

Advertising Benchmark Click Rate Sample Statistics 100

Digital B2B Marketing

FEBRUARY 25, 2014

Even some of the best brands fall for the worst marketing tactics at times. As a marketer you may even cringe in certain settings when you are asked what you do. Unfortunately, you know the feelings toward marketing is sometimes justified. The Golden Rule. “Do unto others as you would have them do unto you.”

Rules 100

Rules Paid Search Agency Banners Barriers 100

Digital B2B Marketing

JANUARY 24, 2012

If cable and online video fragmented TV audiences, then audiences are shattered when everyone produces their own channel or subscribes to a handpicked list of channels produced by their friends, influencers, entertainers and chosen brands. Once upon a time (approximately 1,500 days ago) companies could reach out to influencers individually.

Peer-to-peer 100

Peer-to-peer Cable Outreach PR 100

Digital B2B Marketing

APRIL 30, 2012

Every provider will look to push the boundaries of your brand and marketing guidelines. Without traditional AORs as a natural lead for agency coordination and integration (AOR relationships dropped from 50% of companies to 15% in the last decade), you need to take on this role directly.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

APRIL 7, 2011

It lives on, its very existence reducing the effectiveness of your brand campaign. The problem is, click rates hurt brand campaigns. Optimize towards broader reach and lower frequency placements, counter to both traditional marketing theory and research on online brand lift. Your plan reflects your brand objectives, at first.

Click Rate 100

Click Rate Demand Generation Agencies B2B Marketing Enterprise Management 100

Digital B2B Marketing

OCTOBER 11, 2012

Those brands are out there in your personal live, from BMW or Louis Vuitton to Apple or Blendtec. Not just the ones that seem safe or are good for your resume, but the ones you just want? The ones that would make your day, even if they didn’t make your wallet? You don’t need them, you want them. Now consider your business.

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

MARCH 12, 2013

If you don’t trust your content to sell your services or speak for your brand on its own, recognize that and take the time to identify the role you need your content to play. Your content is like the teen that still needs a chaperone, you aren’t willing to send it out on its own yet. And that is ok!

Content 100

Content Comparison Trust Marketing Distribution 100