Digital B2B Marketing

JANUARY 5, 2012

We cannot buy something without price checking it thoroughly. A Hypothetical Scenario Consider making the following changes to how you buy products online. Many smaller marketers have definitely found their voice and even individuals like me (with no associated company) are adding to the crushing number of voices. Can marketers help?

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

JULY 26, 2011

Stacey Herbert started a Niche Amnesty challenge on DIYBlogger last week and asked bloggers to share a more personal side for a change. 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. Many say I’m cheap.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

NOVEMBER 10, 2011

I do not want you to buy my product. I want other people to buy and use my products and services because of you. Influencers can range from individuals recognized within their personal networks for their expertise or opinion to journalists and analysts that may move an entire market. I do not even want you to use my product.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

I do not want you to buy my product. I want other people to buy and use my products and services because of you. Influencers can range from individuals recognized within their personal networks for their expertise or opinion to journalists and analysts that may move an entire market. I do not even want you to use my product.

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

APRIL 16, 2012

Cookies are used (among other things) for measuring performance, targeting advertising and personalizing sites. However, most advertising applications for cookies assume they are used to identify a person consistently over time. Site Personalization Recognizing repeat visitors is only one possible use case.

Marketing Attribution 100

Marketing Attribution Banners Paid Search Agency Sample 100

Digital B2B Marketing

SEPTEMBER 18, 2012

Well timed, it arrives as she sits down in the office to check personal email before the real work day begins. Your Turn These possibilities raise a moral and ethical question for some: is it right for companies to glean more and more information about you to get you to buy their products? If so, how far is too far?

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

APRIL 20, 2011

Give them a taste of that value before they buy the content. Include additional information for someone on the fence about buying it and clearly state that you protect and do not share contact information. Personally, I would not, here are a couple reasons why this fails the content selling test. The Page Function.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 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. When presented with the same rational arguments, another person may have a different belief, and the ensuing discussion can quickly become emotionally charged.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

JUNE 14, 2011

No Disclaimer Needed: I buy advertising through Bizo, which means I pay them, they don't pay me, although they probably bought me lunch once]. The content is applicable to a wide range of companies, from individuals to enterprises, but my focus is on companies, not personal marketing. 40% of clicks are from micro companies.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

MARCH 21, 2012

Data about who we are, what we like, what we buy and where we go will drive personalization of marketing even in environments that today we do not consider personal. The technology to suggest products to an identified individual based on their interests and purchasing behavior is widely used.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

MAY 17, 2011

As professional and personal lives intertwine, business marketing messages compete with new family pictures for attention. Demand creation activities must support the buying process on the buyers terms. Relevance, when combined with existing business connections, personal pursuits and friends and family, is critical. Publishing.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

SEPTEMBER 22, 2011

However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. 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. B2B buyers are well educated adults.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

OCTOBER 29, 2013

I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. Would they buy it again? Short of dismissing all of the data presented (a good idea, but not realistic for most of us), these five methods will be a good starting point. Turn Stats Upside Down.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

DECEMBER 8, 2011

Frequency Cap Retargeting ads often run with high frequency caps because the results are good and marketers try to “buy more.” ” The problem is, you can only buy more by reaching the same people more often , inundating your audience with retargeting. Set your frequency cap at one to two impressions per day.

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

OCTOBER 17, 2016

Meanwhile, another person actively researching a solution barely touches your content. Even if two people are looking to buy the same solution but they won’t engage with you in the same way! They will download a dozen reports looking for one nugget of information. They may rely more on peers or third-party perspectives.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

JUNE 7, 2012

May also refer to media buys that are paid for based on the number of clicks (as opposed to CPM). Used for performance-based online advertising buys, the cost is based on the number of actions (such as a registration or purchase) delivered. PURL : Personalized URL. CPM : Cost per 1,000 Impressions. CPN : Cost per Name.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

JUNE 18, 2014

I have no interest in personal international travel. Does BlueKai Know the Things I Buy? Does BlueKai Know What Brands I Buy? However, third-party data from companies like those selling through BlueKai continues to be a major way marketers buy advertising today. We don’t have pets (or even want pets right now).

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

MARCH 4, 2014

On LinkedIn, publishing is tied to an individual’s personal account. Someone who could publish personal interest articles in the future. A single executive can develop a personal following that benefits the company. If one person leaves, there is a smaller audience impact. Someone who could leave the company.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

JUNE 26, 2013

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. Engagement in long-term, welcome track and event followup programs helps you to identify where a prospect is in their buying process.

Buyer's Journey 100

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

Digital B2B Marketing

SEPTEMBER 6, 2012

In our personal lives, convenience is all around us and we expect it at every turn. The question is, are you delivering convenience for your audience at every stage of the the buying process? In short, it means you are going out of your way to make buying convenient for your audience.

Work Management 100

Work Management Content Marketing Wikipedia Marketing Management 100

Digital B2B Marketing

NOVEMBER 7, 2013

Fake follower sites can reportedly tell if you followers are real or fakes and fakes are a sign that you have been buying followers. Like most companies using favorite spam, a quick scroll through the favorites makes it clear a person isn’t behind the system.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

JANUARY 20, 2014

Even worse, those that do use data often use it to personalize instead of delivering relevance. Today, many B2B online advertising buys use a mix of audience targeting through data (retargeting or using data sources like Bizo) and targeting through site selection (running on Forbes to reach business audiences).

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

APRIL 5, 2012

Marketing automation is built on the premise of delivering the right communication to the right person at the right time. By scoring companies and likely buying teams, you have an opportunity to capture additional signals about how the buying process is progressing and re-assign the likely stage in the buying process.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Profiling 100