Digital B2B Marketing

JUNE 16, 2011

Your product and service must always exceed expectations. You have heard the line “people don’t buy what you do, they buy why you do it.&# When I know you have a great product, I might recommend it. Your marketing must become so valuable the audience would miss it. Please Market to Me!

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 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

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

When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably. This is the most obvious solution to some, but solutions to automate and support monitoring identified prospects for intensity of product or category discussion are not yet mainstream.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Marketing Qualified Leads 100

Digital B2B Marketing

MARCH 25, 2013

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

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

OCTOBER 6, 2011

When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably. This is the most obvious solution to some, but solutions to automate and support monitoring identified prospects for intensity of product or category discussion are not yet mainstream.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Marketing Qualified Leads 100

Digital B2B Marketing

APRIL 2, 2013

The buying process may take 12 to 18 months. 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. 20 different people may be involved in the decision.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 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. Your passion should be visible in your product, service, sales and hiring, not just your marketing. I buy the seeds from Territorial , but when I need Momotaro (or other) starts, I will be buying them from Lisa from now on.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 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. They have not worked with you yet, they have not used your product. Customers that have experienced your product are the ultimate reference. Not in B2B.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

AUGUST 27, 2013

Buying B2B Email Lists Search Results. Age was determined using a variety of factors for pages that were not dated, including the content of the page itself, for instance pages referring to the beta launch of Google+ would have been labeled old, and the age of the domain for home pages or product pages. Search Results.

Content Marketing 100

Content Marketing Content Inbound Marketing Search Marketing 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. Much of it looks like a product pitch, full of promotional product-benefit language. Ideally, your content is easily discovered, naturally making you and your content a resource.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 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. They didn’t just notice it or remember it, but nearly half of potential buyers that watch a video actually bought a product because of it! Would they buy it again? Turn Stats Upside Down.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

SEPTEMBER 18, 2012

Imagine if the stores and products you browse offline was available to target marketing, just like the online browsing is today? 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?

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

AUGUST 9, 2012

When online marketing reporting is based on the most recent click (which is the standard across most solutions), your reporting will be inflated for any marketing that reaches your audience shortly before they buy, register or sign-up. The end result? You make the wrong marketing decisions. Search is simply facilitating the response.

Marketing Report 100

Marketing Report Search Marketing Peer-to-peer Marketing Budget 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. This post was sparked by a spirited, and at times emotional, debate during the #bizforum chat on Twitter yesterday evening. Beliefs are not absolute.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

AUGUST 14, 2012

How It Works You have seen retargeting ads, banners that promote whatever products you looked at or left in your shopping cart and follow you around the web. Rather than targeting an audience based on various characteristics, CRM retargeting allows you to target segments of your CRM database with online ads. CRM retargeting is similar.

CRM 100

CRM Advertisements Advertising Tactics 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. Gratuitous Creative. What made this extreme is not technology, it is identification and data.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

NOVEMBER 6, 2012

Perceptions are created by experience with your products, service and people, through what other people say about you (even competitors) and through your own marketing. No one buys from a company they distrust or pays a premium for a solution they see as a low cost provider. This is about the perception each individual has about you.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Accept the product development lead’s invitation to join the technology review meeting. 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. To use Choose Your Own Adventure language, the choices might be: Take a customer to dinner; or.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

JUNE 18, 2014

Advertising will tell us about the products we want to know about, give us a direct path to the content we need and provide access to discounts on products we want. Does BlueKai Know the Things I Buy? Does BlueKai Know What Brands I Buy? How will marketers do this? Data, of course. I could go on, and on, and on.

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

JANUARY 22, 2014

You learn that media buyers have put a bit of social lipstick on their buys but they still don’t understand the potential of social media, the importance of content, and so much more. I plan and buy media. But you don’t buy The Onion because you want to reach Males 18-34. What happens when you survey 50 media buyers?

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

DECEMBER 8, 2011

Last week, I shared the results of an informal survey about banner ads promoting a site or product you recently viewed. Frequency Cap Retargeting ads often run with high frequency caps because the results are good and marketers try to “buy more.” Online Marketers are Creepy , but they don’t have to be!

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

MARCH 14, 2013

Algorithmic Media Buying. A significant portion of the online media landscape is quickly moving towards algorithmic media buying. Dynamic Creative Optimization. Companies like MediaMind make this possible today.

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

APRIL 30, 2013

How can tweets you don’t see impact what you buy? ” Fixed: “A significant improvement in the quality of your product improves word of mouth and increases sales.” In other words, actually seeing positive or negative tweets isn’t nearly as important as their existence. They can’t.

Twitter 100

Twitter Research Word of Mouth Correlation 100