Digital B2B Marketing

DECEMBER 22, 2011

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. Real time bidding platforms, ad exchanges and data exchanges will get a real foothold in B2B media buying.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

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. Real time bidding platforms, ad exchanges and data exchanges will get a real foothold in B2B media buying.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

OCTOBER 6, 2011

Furthermore, your scoring is biased against potential prospects that are looking for a solution but predisposed to purchasing from one of your competitors. Their research activity and purchase indicators are all happening in your blind spot. The potential of these prospects is not reflected in your lead score.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 6, 2011

Furthermore, your scoring is biased against potential prospects that are looking for a solution but predisposed to purchasing from one of your competitors. Their research activity and purchase indicators are all happening in your blind spot. The potential of these prospects is not reflected in your lead score. Appending Data.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

JANUARY 5, 2012

We cannot buy something without price checking it thoroughly. We agonize over which smartphone to purchase (yes, that was me a year ago). A Hypothetical Scenario Consider making the following changes to how you buy products online. Only research and purchase products online through Amazon. Our refusal to be content.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 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. Look at the other side of the same metric: despite all of the videos vendors are creating, more than half of potential buyers say they have never purchased a product because of a video.

Statistics 100

Statistics Banner Ads Stats Sample 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

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

MAY 5, 2014

” B2B marketers today are overwhelmed by the noise from all of the activity that is tracked and reported on from people who will never buy. You need to identify the audience that is most likely to purchase and then focus your effort and evolve your marketing based on how these segments respond.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

Digital B2B Marketing

JUNE 19, 2012

of B2B technology buyers say social media has influenced their purchase decisions or interactions with vendors. Your Turn I believe marketers optimism and increased investment is warranted and that if marketers focus on providing value, buyers will begin reporting that social media is more important in their buying process as well.

Social Media 100

Social Media BtoB Media B2B 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

Digital B2B Marketing

MAY 20, 2014

Even the people who ultimately buy from you will never see it! Progressive profiling can then be used to capture additional nice-to-have information, from location to current purchase plans to preferences and attitudes that can shape the following communications from both sales and marketing. Source , Page 6).

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

APRIL 20, 2011

If you did, would the content you purchased live up to your expectations? 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. Go to one of your registration pages.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 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. Here are the signs your content marketing may be an illusion, it is really just email marketing: Your “best content&# is content you licensed or purchased, not created. Five Signs of Illusion.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 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. Any marketing that does not directly deliver contacts or move contacts through the purchase process in an observable way is not valued in this environment.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

SEPTEMBER 18, 2012

Based on company information, installed hardware/software and purchase plans are available from providers like Harte Hanks. 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

MARCH 21, 2012

The technology to suggest products to an identified individual based on their interests and purchasing behavior is widely used. 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.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 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. But simplifying planning and buying will require addressing the source of the problem, not merely their tactic du jour.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

JUNE 18, 2014

Does BlueKai Know the Things I Buy? However, I would still expect to see purchase information that at least makes sense if I did purchase more. Some of the companies that make their data available through BlueKai link off-line purchasing to your web activity. Does BlueKai Know What Brands I Buy? Home decor?

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

JUNE 26, 2013

Rather than just focusing on short-term programs that quickly drive engagement (likely from those that were already well into the purchase process), recognize many contacts will not be ready to engage anytime soon, but will become valuable opportunities in the future. Short-Term Nurture Programs. In Summary.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 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 pricing email, telemarketing or postal list rentals or purchases. Used for performance-based online advertising buys, the cost is based on the number of actions (such as a registration or purchase) delivered.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 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

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. Fake follower sites can reportedly tell if you followers are real or fakes and fakes are a sign that you have been buying followers.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

APRIL 30, 2013

How can tweets you don’t see impact what you buy? We know that word of mouth has a powerful influence on purchase behavior. We also know that positive media coverage and reviews have a positive impact on purchase behavior. They can’t. They can predict it though, we will get to that in a moment).

Twitter 100

Twitter Research Word of Mouth Correlation 100

Digital B2B Marketing

NOVEMBER 12, 2013

Direct Publisher Buys. Purchased Contacts. You can purchase contacts that fit your basic target criteria (i.e. Some will be excellent, high quality targeted sites, others are probably just OK for your audience. Here are three alternative publisher lead generation programs you should consider: 1.

Lead Generation 100

Lead Generation Generation Marketing Qualified Leads Leads 100

Digital B2B Marketing

APRIL 5, 2012

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. Buyers and influencers are not just in a linear purchase process, they also need to stay on top of the category as a whole.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Profiling 100

Digital B2B Marketing

MAY 14, 2013

Consider the following statistics: 57% of the buying process happens before a buyer contacts sales. Although the exact numbers will be different in your market, the fact remains: increasingly, buyers are researching and purchasing on their own terms, not on yours. 78% of B2B buyers start with search.

B2B Marketing 100

B2B Marketing Campaigns Planning B2B 100