Digital B2B Marketing

JANUARY 5, 2012

Recommendation engines allow companies to surface the best product or information, based on your history, profile and activity from other customers or visitors. Individual marketers, companies or technologies are not creating the Year of More. I believe it is the Year of More for two reasons. The Roots of the Year of More 1.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

AUGUST 20, 2013

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. Here are the five metrics you should be tracking.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

APRIL 16, 2012

Using Google Ad Planner , you can see the difference between the number of estimated cookies and actual people for a site. Here is comparison data for a range of sites (all stats are for US visitors through Google Ad Planner): Yahoo: 190M unique people, 980M unique cookies YouTube: 170M unique people, 1.1B How Reliable are Cookies?

Marketing Attribution 100

Marketing Attribution Banners Paid Search Agency Sample 100

Digital B2B Marketing

OCTOBER 15, 2013

For consumable, spreadable content without a strong sales or company spin, start with this list. Try typing job titles, industries, affiliations or companies in the self-serve platform, you may be surprised by what is available. Google still reigns as the king of search with approximately two-thirds of all US searches.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

SEPTEMBER 27, 2011

According to research, buyers only engage with companies directly during the last 40% of their research process. Facebook, Twitter, Google+, LinkedIn and various niche platforms will be potential ways to nurture prospects, in the environment each prospect chooses.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

JUNE 11, 2014

The problem starts when you begin measuring your programs based on the companies or individuals you reached and what they did. The top 25 includes google, hotmail, facebook login, yahoo, ebay, yahoo mail, craigslist, aol, gmail, and amazon. Many turned to Google. That’s a lot of navigational search.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 27, 2011

According to research, buyers only engage with companies directly during the last 40% of their research process. Facebook, Twitter, Google+, LinkedIn and various niche platforms will be potential ways to nurture prospects, in the environment each prospect chooses.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

MAY 20, 2014

According to Google, progressive profiling is “a method of asking questions incrementally, gathering more information about a prospect over time.” For many marketers, this minimum can be as simple as name, email and company. Then, as they come back over time, continue to gather a little bit more.

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

NOVEMBER 29, 2011

Every company is looking to differentiate by meeting specific business needs. I sat next to a gentleman on a flight who sells a commodity manufactured product to trucking companies. This company’s marketing consists of a catalog. This is why every company needs to own their own strategy.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 29, 2011

Every company is looking to differentiate by meeting specific business needs. I sat next to a gentleman on a flight who sells a commodity manufactured product to trucking companies. This company’s marketing consists of a catalog. This is why every company needs to own their own strategy.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Differentiation Marketing & Strategy 100

Digital B2B Marketing

AUGUST 11, 2011

Companies like Cisco and Intel manage multiple social media accounts, allowing people to opt-in to accounts with a specific focus. Google+ circles have the potential to offer a new way to give the audience control over content (although it can’t be used for this with the current implementation yet).

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

FEBRUARY 4, 2012

” In other words, QuinStreet is a lead generation company. They are not a traditional media company with an editorial focus. According to a post on Google+ from Steven Vaughan-Nichols, nearly all of the editorial staff from Ziff Davis Enterprise have been laid off as part of the acquisition as well.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

MAY 31, 2012

According to SiriusDecisions , companies with the best quality data drive 70% more revenue through marketing programs than those with simply average data quality. One particular record still sticks in my mind: The name, company and title matched (based on LinkedIn). In B2B marketing, bad data represents a huge lost opportunity.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

JUNE 12, 2013

For mid-market and large companies looking to be leaders in their market, you cannot afford to leave that educational and stage zero content to your competitors. I’d love to hear your view in the comments below, on Twitter ( @wittlake ) or on Google+. If not, why not? Photo Credit: gideon_wright via Flickr cc.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

JANUARY 24, 2013

Some companies even have an entire suite of blogs. If your corporate blog is just promoting your company and your service, you probably need a new website before thinking about a blog again. We have all seen the lackluster corporate blog. Some days, I wonder what went wrong. Others, I wonder why they thought they could get it right.

B2B Marketing 100

B2B Marketing Paid Search Agency B2B Press 100

Digital B2B Marketing

MAY 19, 2011

It puts your company on the short list. Google is the gateway to editorial, blogs and content published by you and your competitors. Ahh, brand. You want a strong brand , right? A strong brand opens doors for sales. The Problem: Advertising will not create this brand. Not in B2B. You are selling an experience good.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Branding 100

Digital B2B Marketing

APRIL 2, 2013

No one makes a million dollar decision based on one white paper, one email or one Google search. It is a complex sale, but most B2B companies will continue to use their simple measurement. The buying process may take 12 to 18 months. 20 different people may be involved in the decision. Maybe (hopefully) I’m wrong.

Top of Funnel 100

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

Digital B2B Marketing

AUGUST 30, 2011

The perception your audience has of your company is the reality of your brand. Yes, the perception of your company and offering is critical to closing deals. Today, with analyst content, media coverage and peer perspective quickly uncovered through a Google search, you no longer control the message.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

FEBRUARY 21, 2012

Cisco Ciena AT&T BMC Dell Canon Google Sprint FedEx UPS DHL Monster Oracle Xerox MetLife Intel SAP The current legal discussion of Pinterest and copyright should give some marketers pause, but for marketers focused on sharing their own material, the risk appears to be minimal. Is there a place for B2B marketers on Pinterest?

B2B Marketing 100

B2B Marketing Branding Brand Identity B2B 100

Digital B2B Marketing

MARCH 25, 2011

Look for opportunities to seed with people that already look to your company. Media companies always curated content to appeal to an audience. Like the media companies of old, these marketers will find curation isn’t only sharing content. Long time clients. Personal connections. What content will you begin curating?

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

JUNE 23, 2011

With the prevalence of personal publishing and peer networks, even information you attempt to hold close is often freely available, published by someone and discoverable through a peer network or a quick Google search. Your content was designed to benefit your audience and position your company favorably. Develop Your Own Audience.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

FEBRUARY 13, 2012

Your Turn Do you work with one of the leaders in this space, a company like Turn, MediaMath, DataXu or Invite Media (Google), or are in a position to introduce me? Since moving to B2B, I’ve continued to watch this space and I believe it is time for this and my B2B marketing focuses to come together.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

JUNE 18, 2014

Susan Wojcicki, Google ( source ). You can browse through the information a number of companies have about you on BlueKai (now owned by Oracle). Some of the companies that make their data available through BlueKai link off-line purchasing to your web activity. …one thing has been missing. Does BlueKai Know Where I Live?

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

JULY 31, 2013

Google Maps (65.9%). Google Play (54.3%). Google Search (53.5%). One thing is immediately clear reading this list: every application here delivers a core service of a company or product. Consider how people may actually come across your business on their mobile device: Your business will be tagged on Google Maps.

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 100

Digital B2B Marketing

MARCH 14, 2013

Companies like MediaMind make this possible today. Demand Media showed the potential, prior to Google’s Panda and Penguin updates, to automate the identification of content opportunities. Identifying Content to Create. In this case, the machine was feeding work to the people instead of the people feeding work to the machine.

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

FEBRUARY 17, 2014

Companies like IBM and Coca-Cola have invested billions in building their brands. Google delivers millions of search results pages a day, every single one is another experience with Google and it’s mission to organize the world’s information. The Awareness Campaign Lie.

Advertisements 100

Advertisements Advertising Branding Brand Identity 100

Digital B2B Marketing

DECEMBER 3, 2013

But over the last year, I have seen or heard case after case of B2B marketers struggling to make paid search, and Google AdWords in particular, cost-effective. Tip: Don’t use Google’s report to add negatives. Repeat after me: “Google Display Network is not search.” Leave Display On.

Paid Content 100

Paid Content Search Marketing Paid Search Agency Budget Programs 100

Digital B2B Marketing

MARCH 24, 2011

In fact, an older Knowledge Storm survey published by Marketing Sherpa showed only 38% consistently provide accurate phone numbers and nearly half don’t even provide an accurate company name. It will be interesting to see how this evolves as more people learn that services like Google share the underlying email address.

B2B Thought Leadership 100

B2B Thought Leadership Demand Generation Agencies Digg Demand Generation 100

Digital B2B Marketing

MARCH 27, 2011

Sure, companies respond with donations. Your Company Is Full of Caring People. Even if it is difficult to highlight corporate contributions without appearing self-serving, companies can always recognize the contributions employees make to society. Companies should care, which requires organizational attention, not just give.

Social Media 100

Social Media Social Marketing B2B Marketing Media 100

Digital B2B Marketing

APRIL 6, 2011

Thanks for pointing out that SM still isn’t right for many B2B companies. Every company needs to decide for themselves if social media meets their needs, and how it is used to meet them. However, some of the world’s largest B2B companies are blazing trails with success. link] | 2 days ago Have you seen Google [Tilt]?

Social Marketing 100

Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

MARCH 31, 2011

link] | 2 days ago Have you seen Google [Tilt]? Google "Tilt" from an iPhone or Android device. Maybe tied to Google's social goals? In B2B, where thought leadership is nearly every marketers goal, it is even more critical. But B2B marketers are responding slowly. They got this right, love it!

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Demand Generation Agencies 100

Digital B2B Marketing

MARCH 4, 2011

EmailExpert posted “ We WILL Share Your Email Address &# a few weeks ago, after receiving an email from Kodak, modifying the original permission received and notifying recipients that Kodak will begin sharing email addresses with other Kodak companies. They rent their list to most companies willing to pay the expense.

Enterprise Management 100

Enterprise Management Advertising Agencies Digg Demand Generation Agencies 100

Digital B2B Marketing

MARCH 21, 2011

When marketing looks to establish a company as a category thought leader, marketing and product must align around the same overall category vision. All three can be distinct , and companies can establish leadership today in any one of these areas, but all three are likely a part of the future BI marketplace.

Thought Leadership 100

Thought Leadership Top of Funnel B2B Thought Leadership Digg 100

Digital B2B Marketing

MARCH 17, 2011

This goes beyond the shaming threatened by the DMA to member companies. Regulation will extend the reach to all companies and financial liability will change the investment and partner decisions marketers and publishers make. link] | 2 days ago Have you seen Google [Tilt]? Maybe tied to Google's social goals?

Advertising Agencies 100

Advertising Agencies Advertisements Advertising CAN-SPAM 100

Digital B2B Marketing

MARCH 15, 2011

Online Behavioral Advertising The online advertising industry’s inability to self-regulate to date, combined with profiling practices that are not well understood or disclosed, have brought the focus of regulators and technology solutions from browser companies. link] | 2 days ago Have you seen Google [Tilt]?

Paid Search Agency 100

Paid Search Agency Ad Frequency Digg CAN-SPAM 100

Digital B2B Marketing

MARCH 25, 2011

The company is profitable, growing, and for the moment, on top of business social media networking. With company pages and groups, campaigns can run within LinkedIn. Although Facebook will continue to challenge LinkedIn as a place to build business-focused communities, LinkedIn is way ahead of other B2B media companies.

Linkedin 100

Linkedin Media B2B Digg 100

Digital B2B Marketing

FEBRUARY 27, 2013

Situation: Your B2B company is not seen as a thought leader in your industry. 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. While you are developing profiles, ensure Jamie’s profile is set up under the Google Authorship project.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100