Digital B2B Marketing

AUGUST 23, 2011

In social media, marketers buy attention with promotions or discounts. The problem is, buying attention is an old school mindset, plopped into a new communication paradigm. For social media to become an important part of the marketing mix [.]. And research shows consumers expect this from marketers.

Social Media 100

Social Media Pricing Price Media 100

Digital B2B Marketing

FEBRUARY 13, 2012

The digital media landscape is changing rapidly. Today, increasingly, advertisers and agencies are purchasing media in real time auctions, impression by impression. Purchased through modern media platforms, that would require winning 105 billion auctions, and participating in far more. In reality, the change is far bigger.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

JUNE 29, 2011

The objectives, outlined below, are admirable: Define transparent, standardized and consistent metrics and measurement systems to simplify the planning, buying and selling of digital media in a cross-platform environment. This is an attempt to match the TV market, not to facilitate cross-media standards. About Eric Wittlake.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 4, 2012

.” From the What We Do page: “We have become the leader in vertical marketing and media online by delivering qualified clicks and qualified inquiries at low cost and with great scalability.” They are not a traditional media company with an editorial focus. Are “Leads” the Only Thing Left?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JUNE 14, 2011

Audience research is invaluable and well developed personas provide a broad array of insights into the lives and minds of your target audience, insights that form the basis for your social media plans. Then, you put your social media plan in place, including sharing great content from others and creating your own.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

DECEMBER 22, 2011

Social Media 5. As companies enter social media late, they will turn to social advertising to develop an “audience” and as ways to extend digital media buys while satisfying internal requirements to test social media. Media Buying 7. Where is the ROI? The ROI debate will wage all year.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

Social Media 5. As companies enter social media late, they will turn to social advertising to develop an “audience” and as ways to extend digital media buys while satisfying internal requirements to test social media. Media Buying 7. Where is the ROI? The ROI debate will wage all year.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

FEBRUARY 16, 2015

Is your buy really big enough to meaningfully sway perception when your competitors aren’t just sitting silent? No, that doesn’t mean they want to buy from you. If your plan is to cold call everyone on the list, just skip the content promotion, buy yourself a list and start making calls. Jumping Straight to Sales.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

DECEMBER 4, 2012

Dan Zarella and Hubspot gave the “what is your social media audience worth” pot a good stir last week. One day many businesses will put a value on their social media audience, if it is in the form of monthly impact to their business or the average value of an audience member. via Wikimedia Commons.

Wikipedia 100

Wikipedia Social Media Hubspot Sample 100

Digital B2B Marketing

JANUARY 22, 2013

Today, algorithmic media buying is one of the fastest growing areas in online advertising and without data, it wouldn’t even exist. Here are three steps that will guide both media and creative. Media Buying: Start Testing It If you already advertise online with targeted publishers and relevant data is available, test it.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

JUNE 11, 2014

If I’m looking for a computer, search for Dell, click the top organic result and buy a new laptop, is search the reason I bought a laptop from Dell? Sorry to break it to you, but brand followers on social media have the same bias. Measurement Media analytics marketing analytics retargeting search view-through' Retargeting.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

JUNE 2, 2011

Current marketing wisdom says content should be mapped to buying cycles. Question: Where is awareness most valuable in the buying cycle? It is time to step back from planning content for the buying cycle and focus on Stage Zero Content. Stage zero content is fundamentally different from buying cycle content.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

MARCH 25, 2013

Search retargeting allows you to buy display ads targeted to people that have searched for your keywords. Buy your keywords in the text of articles on news and content sites. Providers: Vibrant Media, Kontera. You can also include competitors products that may be restricted in traditional search. InText Ads.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

APRIL 4, 2013

If new research says B2B buyers rely on social media, dig into the survey. Just how was social media defined? Did it indicate how important social media is in the buying process? Did it even indicate that they use it in the buying process, or that they just have a Facebook account? Question it.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 27, 2012

B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. Here is a better way, along with actual results, that companies can use to drive leads through social media. There is nothing social about this! Social advertisers.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

OCTOBER 6, 2011

Social Media Scoring. If your potential prospects are active in social media, their conversations and discussions can be an additional indication of their level of activity in the category. Traditional data appends can capture areas of buying influence and sometimes even buying intent. Appending Data.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

AUGUST 30, 2011

With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? The buying process in some businesses is clearly defined, but it is not rational. B2B buying decisions are emotional decisions with a rational justification. And what does that have to do with a woozle?

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

OCTOBER 6, 2011

Social Media Scoring If your potential prospects are active in social media, their conversations and discussions can be an additional indication of their level of activity in the category. Appending Data Traditional data appends can capture areas of buying influence and sometimes even buying intent.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 11, 2011

Soon, not offering content that supports the research and buying process may be the equivalent of not having a website, phone number or email contact for your business. Social Media. I am a proponent of social media, and I’m including it here because its absence would be notable. Filed under: Content , Social Media.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

APRIL 22, 2011

But all to often, the relationship is like buying a tomato start at Home Depot instead of from Lisa. I buy the seeds from Territorial , but when I need Momotaro (or other) starts, I will be buying them from Lisa from now on. Filed under: Branding , Demand Generation , Social Media.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

MAY 9, 2011

This isn’t about operations and process though, it is about serving prospective customers through their entire buying process. A clear focus on serving our future customers throughout their research and buying process aligns the organization around delivering customer focused content.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

MAY 19, 2011

Before someone buys (and even for a period of time after), whether they are choosing an advertising agency or an ERP solution, they do not know the value. Due to the rise of social media and user generated content, prospects can connect directly with customers, bypassing your careful selection of reference clients. Not in B2B.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

OCTOBER 11, 2011

Soon, not offering content that supports the research and buying process may be the equivalent of not having a website, phone number or email contact for your business. Social Media I am a proponent of social media, and I’m including it here because its absence would be notable. Today, the situation has changed.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

JULY 26, 2011

For example, I was one of the first people at any of the large ad agencies to place an online exchange buy from one of the first fledgling trading desks. When I put on a media planning and buying hat, this and my analytical side drive planning. I believe social media should be about being social and developing relationships.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

MAY 17, 2011

Demand creation activities must support the buying process on the buyers terms. Conversational Social Media. More companies will listen in social media, responding to individuals with tailored information. More marketers will become media companies, developing an audience that regularly turns to them for information.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

JUNE 16, 2011

You have heard the line “people don’t buy what you do, they buy why you do it.&# I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. Thank You for Always Thinking of Me! Why is even more important for advocacy.

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Your social media pilot is about making your email more social. I am a digital and B2B marketer with a background in online media and analytics. But how do people find your content?

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

JULY 7, 2011

B2B buying is complex because the products are complex. There is not a simple rational process that will consistently create the same buying decision. I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. About Eric Wittlake.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

DECEMBER 19, 2013

Programmatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. Your vendor requests you add some sort of incentive offer and justifies it based on how targeted the media is. You’ve already proven they are effective in other targeted buys. The Data Actually Sucked.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

OCTOBER 29, 2013

Would they buy it again? Social media research often has the similar problem. Instead of recruiting a cross-section of the audience, respondents are recruited through social media or their own database. No wonder the results say social media is so important, the heaviest social media users are the only people who responded!

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

NOVEMBER 6, 2012

No one buys from a company they distrust or pays a premium for a solution they see as a low cost provider. Even traditional “branding” venues are filled with lead generation offers and publishers are bundling traditional media programs with lead generation.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

OCTOBER 13, 2011

Why do customers buy from you? I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs at Babcock & Jenkins. Decide How You Compete. As marketers, you need to remember the basis you compete on. Trimet understands this.

Service 100

Service Training Twitter B2B Marketing 100

Digital B2B Marketing

DECEMBER 2, 2013

You are easily spending thousands on lead generation media programs each month. If you are buying a program with a fixed set of promotions (i.e. Demand Generation Media lead generation marketing automation' You have carefully chosen your partners, negotiated an effective cost per lead and are diligently measuring your results.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

SEPTEMBER 22, 2011

The choice someone makes provides information about the type of content they are interested in or the stage in the buying cycle they are at. I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. About Eric Wittlake. Filed under:

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

MARCH 27, 2013

When I can buy a three-pack of 16 GB drives at my local Costco, an old 512 MB or 1 GB drive seems like a joke. My favorite product from the conference was a mug from NextMark and their Digital Media Happiness Project. USB flash drives have become a standard. Connect It To Your Story. I’m using it in the office now.

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

MARCH 21, 2012

From real time social media response campaigns to retargeting ads pitching products we looked at only moments before to traditional intercept marketing at malls or resorts, marketers will continue to interrupt what we are doing to get our attention. Increased frequency is one way marketing stands out, but it often isn’t welcome.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

AUGUST 14, 2012

Bring Your Lead Nurturing Program to Advertising As potential customers move through the buying process, online advertising can be tailored, delivering the most appropriate message to each potential customer. CRM Retargeting Applications for B2B Marketing The possibilities are nearly endless.

CRM 100

CRM Advertisements Advertising Tactics 100