Digital B2B Marketing

JULY 17, 2013

Over time, your role in marketing begins to permeate every part of your life. If more than a handful of these describe you, it is time to get to know, again, what the world beyond your marketing bubble is like. Your fingers instinctively type “campaign” instead. You know most people appreciate your marketing emails.

Planning 100

Planning Banner Ads Banners Ad Exchange 100

Digital B2B Marketing

MAY 21, 2013

Marketing automation is quickly becoming like the self-driving car for B2B marketing. Led by Eloqua (now part of Oracle) and Marketo (with a very successful IPO last week), today marketing automation companies are collectively worth billions. When Marketing Automation Is Unnecessary. You Don’t Have Scale.

Marketing Management 100

Marketing Management Marketing Automation Services Marketing Automation Automation 100

Digital B2B Marketing

AUGUST 20, 2013

A marketing automation program. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. Unless you are Google, IBM or Oracle, there is a good chance part of your market doesn’t really know you exist.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

MAY 24, 2012

B2B marketing can quickly become complicated. Scoring leads, establishing marketing automation, building thought leadership, creating demand… it isn’t easy. Remembering the things dear Mom taught you before you were old enough for school will make you an infinitely better marketer. Unfortunately, probably not.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Digital B2B Marketing

MARCH 7, 2013

If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Lead generation is still one of the top objectives of enterprise B2B marketers and many B2B publishers continue to propose banners as a way to deliver leads.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

DECEMBER 15, 2011

All marketing is integrated, even if it is unintentional, poorly done or working against itself. Marketing activity does not happen in a vacuum void of other influences. Most marketers don’t actually know. Traditional marketing organizational structures and measurements are built around individual components.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

OCTOBER 15, 2013

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. For most B2B marketers, it isn’t nearly enough. And they’re right. Employees and Partners.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

JANUARY 12, 2012

Without marketing metrics, marketers cannot manage investments or show the value of marketing. However, without careful selection of metrics, diligent analysis and a clear overarching vision, those same metrics can become the biggest barrier to successful long-term marketing programs. Is traffic a key goal?

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

NOVEMBER 10, 2011

Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you. So how do you plan and measure an influencer marketing program? Your Marketing Challenge Why are they not already using their influence this way?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you. So how do you plan and measure an influencer marketing program? Your Marketing Challenge Why are they not already using their influence this way?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

SEPTEMBER 18, 2012

With new advances in marketing technology, tailored marketing campaigns like this are around the corner. 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.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

JUNE 26, 2012

The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. ” To some people, this is an example of integrating their disparate marketing efforts. Clarity is critical.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

JULY 24, 2012

In B2B marketing, standing out from the crowd and getting your audience’s attention is absolutely critical. The investments you have made in building your marketing database, creating content, and developing a nurture program carefully mapped to the buyer’s journey does nothing if your communication doesn’t get through.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

MARCH 21, 2012

Over the last few months, I have been thinking about the world he is coming in to, how it is changing and what marketing, one of my focuses, will look like as grows up. Marketing Will Move to the Extremes Every day it becomes more difficult for marketers to get and keep our attention. Aggressive Interruption. Extreme Value.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

MAY 17, 2012

Here is a hypothetical, yet very realistic, snippet of a conversation with a publisher: Marketer: We are looking for demand generation opportunities that will deliver leads for sales. Marketer: Oh, and we have two new white papers we can use in this program. Marketer: 500 by the end of the quarter. What is your target audience?

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

APRIL 2, 2013

It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? The problem doesn’t begin with marketing though. If the results of your campaign aren’t visible in Salesforce, the campaign wasn’t successful.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

AUGUST 14, 2012

At this point, it becomes identical to a retargeting campaign: ads are delivered only to people on the targeted list. CRM Retargeting Applications for B2B Marketing The possibilities are nearly endless. Don’t let this, or any other program, turn your online advertising program into a creepy stalking campaign.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

SEPTEMBER 11, 2013

If your marketing requires an explanation to your audience, it has missed the point. As marketers, you agonize over creative and messaging. This folly plays out every day, and unfortunately, it does marketing a disservice. And marketing that is never seen is like the proverbial tree falling in the forest. You study it.

Advertisements 100

Advertisements Advertising B2B Banners 100

Digital B2B Marketing

MAY 3, 2011

If your marketing plan is dependent on a click, your audience is getting smaller. Two things are particularly notable about this trend for marketers. Most marketers have moved away from click rates as a success metric but many still assume a click is part of a response. What happens to your campaign if no one clicks?

Banner Ads 100

Banner Ads Ads Click Rate Banners 100

Digital B2B Marketing

OCTOBER 18, 2012

Again, that is generalized into industries, large companies or even geographic regions before it can be used as a target for advertising campaigns. Yesterday Demandbase launched Company-Targeted Advertising, giving marketers a second option with some different capabilities. What if you didn’t need to generalize your audience?

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

SEPTEMBER 11, 2012

As Twitter evolves from a technology company that was focused on serving users to a media company (at least in its business model) attempting to balance the demands of both marketers and users, the conflict is in full view. Effective options for marketers. I am both a Twitter user and an advertising buyer.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

SEPTEMBER 6, 2011

When should you optimize your campaign? Here are three guidelines I have used over the years to cut through emotions and focus on optimization opportunities in digital campaigns. For a brand campaign, some have the impulse to optimize based on click rate. Why is the biggest unanswered question in marketing.

Optimization 100

Optimization B2B Marketing Campaigns Planning 100

Digital B2B Marketing

JUNE 11, 2014

Digital marketers are getting hooked on reporting bigger numbers, but in the process your marketing may actually be making a smaller and smaller impact. Marketers are making a land grab, including in their reporting big swaths of results that were not driven by their marketing efforts. Here are four common culprits.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

APRIL 17, 2013

The latest killers are the social media and content marketing stars. Marketing is a spectrum. Comparing different parts of the marketing spectrum is like comparing visible light to X-rays; “better” is entirely dependent on your purpose. The Spectrum of Marketing. Not so fast. Advertising isn’t dead.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

DECEMBER 4, 2012

How do you use the value of a like, follower, circler, or similar to improve the value of your marketing and your business? A good valuation methodology lets you look beyond the results of a current campaign and get a better view into the long term impact it will have on your business. Image by Lily15 (Hungarian Wikipedia) CC-BY-SA-3.0

Wikipedia 100

Wikipedia Social Media Hubspot Sample 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. In the last couple weeks, two companies have emailed or called me because I follow influential sales and marketing accounts on Twitter. Newsletter or email marketers.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

JULY 11, 2013

When the success of your business is less important than the success of your marketing, something is seriously wrong. Yet this is exactly how most B2B marketers approach lead generation today! Instead you care about the number of marketing sourced leads. You don’t care about the number of leads your sales team has.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

DECEMBER 2, 2013

They shouldn’t be subjected to your general outbound email campaign. More robust platforms (including nearly any marketing automation program) will let you include conditional and branching logic and integrate with your sales or telemarketing systems. Demand Generation Media lead generation marketing automation'

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

SEPTEMBER 10, 2013

Whether you want to promote your upcoming webcast, send a multi-channel campaign, or give your telemarketing team a list of contacts to call down on, it starts with a list. For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations. So should you rent, buy or build an email list?

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

JUNE 30, 2011

It is an engaged audience, not one with artificial bulk developed with Like campaigns or using tools like TweetAdder. Social media marketers need to constantly improve the condition of the market they serve. I am a digital and B2B marketer with a background in online media and analytics. Naturally, it is organic.

Social Media 100

Social Media Organization Terms and Conditions Media 100

Digital B2B Marketing

JULY 12, 2012

Here are some of the common challenges marketers face planning a B2B advertising program: The majority of research services are designed for consumer marketers and provide little information on professional roles. With a little creativity, these free resources will help you uncover new opportunities for B2B advertising campaigns.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

FEBRUARY 27, 2013

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. Normally I am opposed to the idea of thought leadership and campaign being used together. An initial campaign is a starting point and an opportunity for inital success.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

DECEMBER 8, 2011

Online Marketers are Creepy , but they don’t have to be! More than 90% of the people I spoke with had a distinctly negative view of these ads and the few that liked them were marketers. However, retargeting does not need to make online marketers creepy. However, retargeting does not need to make online marketers creepy.

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

JUNE 29, 2011

This is an attempt to match the TV market, not to facilitate cross-media standards. But demographics should not be the currency in a market that should be differentiating itself on the ability to target beyond simple demographics. Creating a marketing strategy and channel plan is not like creating a Whopper.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

MAY 19, 2011

These impressions of your brand are far more powerful than a traditional advertising campaign and they happen before your prospect ever connects with sales. Site like ITToolbox.com and Spiceworks.com have extensive forum discussions about actual product usage and experience with providers.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Branding 100

Digital B2B Marketing

NOVEMBER 22, 2011

With a Klout Perks campaign rumored to cost $25,000 and up, Klout’s value is closely tied to their algorithm producing reasonably accurate results. When you care about the result of Klout’s algorithm and begin trying to influence it, the results are no longer pure.

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

NOVEMBER 22, 2011

With a Klout Perks campaign rumored to cost $25,000 and up, Klout’s value is closely tied to their algorithm producing reasonably accurate results. When you care about the result of Klout’s algorithm and begin trying to influence it, the results are no longer pure.

Best Practices 100

Best Practices Keywords Intent Google 100