Digital B2B Marketing

JUNE 14, 2012

Now, you are ready to use content marketing to raise the profile of your company overall. Content that drives overall visibility for your company is different. Review the content marketing and PR efforts of the companies you will be competing with for visibility in this space. This is not a decision to take lightly.

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

JUNE 28, 2012

Business Relationships that Matter In the vast majority of enterprise B2B companies, relationships that matter are between people. Focusing on how marketing contributes will position your company to have more meaningful and productive relationships with customers. Photo by Natesh Ramasamy.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

MAY 12, 2014

No one opted in with a random list company to receive emails from you. When you buy an “opt-in” list, at best you are buying a list of email addresses that opted in to receive emails from some media company, newsletter vendor, event organizer, or similar. No, not every list provider builds their lists this way.

Opt-in 100

Opt-in Buy Privacy Policies Opt-out 100

Digital B2B Marketing

MAY 24, 2012

Scoring leads, establishing marketing automation, building thought leadership, creating demand… it isn’t easy. Your website is your home and it leaves a far stronger impression on prospects that take the time to research your company or offerings than your advertising campaign will.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Digital B2B Marketing

NOVEMBER 29, 2011

Every company is looking to differentiate by meeting specific business needs. I sat next to a gentleman on a flight who sells a commodity manufactured product to trucking companies. This company’s marketing consists of a catalog. This is why every company needs to own their own strategy.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 29, 2011

Every company is looking to differentiate by meeting specific business needs. I sat next to a gentleman on a flight who sells a commodity manufactured product to trucking companies. This company’s marketing consists of a catalog. This is why every company needs to own their own strategy.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

MAY 20, 2014

For many marketers, this minimum can be as simple as name, email and company. Each response helps to build a more complete profile, but it isn’t critical information. If not, is it because you don’t give most companies the opportunity to put multiple forms in front of you over time?

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 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. Demandbase provides the specific company and company information. Timing Email Delivery Numerous studies have looked at the best time to send email.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

JANUARY 24, 2012

Once upon a time (approximately 1,500 days ago) companies could reach out to influencers individually. 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.

Peer-to-peer 100

Peer-to-peer Cable Outreach PR 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 15, 2012

This represents a significant investment but, for many companies, the application has been limited to emails and landing pages. As marketers continue to create content, dynamic creative platforms that can build the most appropriate creative in real time will remove limitations imposed by creating and managing more creative.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

OCTOBER 11, 2011

Companies embracing content marketing were able to provide unique value to clients and prospects. A focus on relationships would improve almost all marketing activity , as it would focus on meeting each individual’s needs and on the quality of the interaction that builds each relationship. Content marketing was not the norm.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

OCTOBER 11, 2011

Companies embracing content marketing were able to provide unique value to clients and prospects. A focus on relationships would improve almost all marketing activity , as it would focus on meeting each individual’s needs and on the quality of the interaction that builds each relationship. Content marketing was not the norm.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 17, 2011

Today, your content positions your company and delivers your message, and requiring registration reduces the distribution of your content by 90% to 99%. It might be right for your company, but it might not be. Build your marketing plans on your strategy. All of this advice is prescriptive. In Summary Strategy is your direction.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

Today, your content positions your company and delivers your message, and requiring registration reduces the distribution of your content by 90% to 99%. It might be right for your company, but it might not be. Build your marketing plans on your strategy. All of this advice is prescriptive. In Summary Strategy is your direction.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

JANUARY 10, 2012

Marketing lists are often acquired sporadically, and when these acquisitions are handled by various groups, companies lose the opportunity to learn from their successes or failures. I would rather see a company build their list organically over time, creating a list of people that have opted in specifically to hear from them.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

APRIL 22, 2011

In B2B marketing, you build relationships around knowledge and a common interest. It sounds easy, but most companies have been delivering for so long that they don’t even know what they are passionate about. Look across your marketplace, not just within your company, for stories. Make your passion clear.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

MAY 28, 2013

The cookies you use to identify visitors and build their profile will always be treated as first party cookies. These solutions can also be used by the online ad networks and data companies Firefox is targeting, so they may be the next target of browser privacy changes. The Simple Solution. Subdomains will still work (i.e.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

JUNE 28, 2011

As companies develop social media plans and programs, anticipating the ways social media will deliver ROI is a challenge few have addressed. Most companies quickly implement traditional media measurements, slightly adapted for social media. How do you measure building real and valuable relationships in social media?

Media 100

Media Social Media ROI Media Plans 100

Digital B2B Marketing

JUNE 1, 2011

If you are serious about social media relationships, here are three tips to ensure you are building relationships, not borrowing tactics from ambulance chasers or used car salesmen. Without a relationship, there is no foundation to sell from. There is no ability to communicate over time.

Social Media 100

Social Media Work Management Marketing Management Media 100

Digital B2B Marketing

AUGUST 30, 2011

The perception your audience has of your company is the reality of your brand. Yes, the perception of your company and offering is critical to closing deals. How do you maintain and build your woozle through each of the touchpoints in the enterprise sales cycle? Does your woozle play a role in closing a deal in enterprise B2B?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

MARCH 25, 2011

Marketers using content curation to build an audience and develop their brand today need to overcome two new challenges. Look for opportunities to seed with people that already look to your company. Media companies always curated content to appeal to an audience. Extreme Expectations Audience demands are higher than ever.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

OCTOBER 15, 2013

For consumable, spreadable content without a strong sales or company spin, start with this list. Try typing job titles, industries, affiliations or companies in the self-serve platform, you may be surprised by what is available. Taboola has focused on building a network of the largest properties. Promoted Tweets. Facebook Ads.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

MARCH 4, 2014

Hundreds of executives will begin publishing on LinkedIn as part of their company’s content marketing effort. As more individuals and companies get on board, there will be an uptick in the amount of marketing content in the LinkedIn stream. Now you have a tough decision to make on LinkedIn: what audience will you build?

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

APRIL 20, 2016

But how do these solutions actually target ads to specific companies? Or to put it a little bit differently, how do all of these companies most of us have never heard of know where we all work? The earliest account-based advertising providers used lists of IP addresses to serve ads to people from specific companies.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 100

Digital B2B Marketing

OCTOBER 17, 2016

Score companies, not individuals. But if you are thinking about buying committees and always referencing statistics about how many people are involved in the buying decision, you can get a far better picture by looking at all activity for a company, not just a single individual. Only score meaty content.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

NOVEMBER 7, 2013

It is easy to make arguments against simply trying to build up your following count and the tactics that are often used: Purchased followers aren’t real. Yesler is a B2B marketing agency from @Projectline that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. lattice_engines.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

FEBRUARY 16, 2015

Yes, marketing should build the business, but it doesn’t make the trees around your office burst into beautiful blooms of money. Many marketers start with retargeting because it reaches a very finite audience that is already familiar with your company (people who visited your site) and is relatively inexpensive.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

DECEMBER 19, 2013

You need to give the program time to run and build frequency and recognition with the audience. If you are interested in seeing what information companies have about you, go to BlueKai. Company-based targeting with a control group makes this particularly easy to measure. Your brand awareness is low. Looking Ahead.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

MARCH 27, 2011

“Likes&# and “follows&# build an audience, but marketers want more. Sure, companies respond with donations. Your Company Is Full of Caring People. Even if it is difficult to highlight corporate contributions without appearing self-serving, companies can always recognize the contributions employees make to society.

Social Media 100

Social Media Social Marketing B2B Marketing Media 100

Digital B2B Marketing

FEBRUARY 17, 2014

Companies like IBM and Coca-Cola have invested billions in building their brands. If 30% of your budget went to awareness, did you get enough additional leads to justify the expense? Would you have been better off with more direct mail, content promotion or telemarketing? The Awareness Campaign Lie.

Advertisements 100

Advertisements Advertising Brand Identity Branding 100

Digital B2B Marketing

JULY 31, 2013

One thing is immediately clear reading this list: every application here delivers a core service of a company or product. Then, maybe, you can ask about building your own mobile app again. Pandora Radio (42%). Apple iTunes (41%). Cooliris (38%). Messenger (32%). Your App Solution: Other People’s Apps. The comments are yours.

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 100

Digital B2B Marketing

JULY 25, 2013

When you can no longer actually review every single iteration that may be produced, you need to build checks and controls into your system, which just makes your system that much more complex! Unfortunately, as systems become more complex, more marketers will make this mistake. How Much Does Half a Banner Cost?

Eloqua 100

Eloqua Auto Responder Banners Marketo 100

Digital B2B Marketing

JUNE 26, 2013

Over a 6 to 12 month window for many companies, your content must be 100% educational and applicable to companies not using your solutions. For many companies, simply maintaining visibility and increasing mindshare between buying cycles will be more valuable than actively pushing towards a change and the start of a new buying process.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 100

Digital B2B Marketing

FEBRUARY 27, 2013

Situation: Your B2B company is not seen as a thought leader in your industry. You have been asked to develop a campaign to establish your company as a thought leader and become one of the leading voices within your industry. Ensure the key findings are embeddable and will link back to Jamie or your company when embedded.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

MARCH 25, 2011

The company is profitable, growing, and for the moment, on top of business social media networking. With company pages and groups, campaigns can run within LinkedIn. Although Facebook will continue to challenge LinkedIn as a place to build business-focused communities, LinkedIn is way ahead of other B2B media companies.

Linkedin 100

Linkedin Media B2B Digg 100

Digital B2B Marketing

NOVEMBER 12, 2013

industry, role, company size, etc) and have recently registered to access relevant content (i.e. Larger marketers with an appropriate email infrastructure should consider this as an option for quickly building a database and then running their own lead generation programs. enterprise mobility, IT security, etc).

Lead Generation 100

Lead Generation Generation Leads Lead 100