Digital B2B Marketing

JUNE 29, 2011

Drive industry consensus around a solution. The problem is, as someone that has spent the last ten years (gulp) in this industry, the principles and their intended impact are mostly nonsense. A viewable impression standard will address the specific problem that shady industry players have created. About Eric Wittlake.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

DECEMBER 6, 2011

Many of these changes, like the well publicized rounds of Google’s Panda updates, are designed to remove ways companies have found to game Google’s search results. Learn their Language How do they describe their problems, solutions, company, industry and clients? Avoid using your own company’s unique language.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Many of these changes, like the well publicized rounds of Google’s Panda updates, are designed to remove ways companies have found to game Google’s search results. Learn their Language How do they describe their problems, solutions, company, industry and clients? Avoid using your own company’s unique language.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

SEPTEMBER 18, 2012

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. Demandbase provides the specific company and company information. Timing Email Delivery Numerous studies have looked at the best time to send email.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

FEBRUARY 13, 2012

Each piece of industry data. Advertiser’s own data, not data collected by a third-party and mapped into industry-wide generic segments, finally makes it possible for marketers to develop quality models of advertising value and purchase directly against those models. In business, big data means far more than that. Every sale.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

OCTOBER 4, 2011

The challenges these platforms continue to face are access to sufficient high quality inventory and access to data appropriate for targeting company sizes and roles. Despite much lower media costs, the average cost per registration for audience targeted media buys was 250% higher for from industry publications.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

MAY 5, 2014

Even if it’s well maintained, it is full of tire kickers, companies that are too small or large, or contacts that just aren’t a good fit. You need to take targeting and segmentation well beyond industry, role or previous responsiveness to your marketing. All types of people visit your website.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

Digital B2B Marketing

SEPTEMBER 10, 2013

While it is true that quality is lower, the relatively low cost still works out well for many companies. List rentals are still the only way to access lists from some trade publications, and these lists often support the most extensive industry-relevant selection criteria. You are targeting very specific roles and/or companies.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 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. Have leads become the primary focus for B2B technology media companies? Your Turn How important is editorial and advertising for B2B media companies today?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

OCTOBER 4, 2011

The challenges these platforms continue to face are access to sufficient high quality inventory and access to data appropriate for targeting company sizes and roles. The registration rates for visitors driven by audience targeted media buys were significantly lower than for visitors from targeted industry publications.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

JUNE 14, 2012

Now, you are ready to use content marketing to raise the profile of your company overall. Content that drives overall visibility for your company is different. Review the content marketing and PR efforts of the companies you will be competing with for visibility in this space.

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

AUGUST 23, 2012

Company characteristics, including company size, industry and structure. Lead Scoring B2B marketing uses lead scoring to determine what prospects should be sent to sales and when. Lead scores are often based on a combination of the following criteria: Role, including function, title and seniority.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

APRIL 26, 2011

The results below are from a sponsorship program on a major blog-format media company. Banner Ad: The top banner ad is outperforming the industry average 0.10% click rate [actual rate has been removed to protect client and publisher details, advertising has 'performed well' on a number of measures].

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

OCTOBER 31, 2012

Media companies are Dead. Marketers Blindly Follow They adopt the industry buzzwords and borrow “best practices” from those around them. Write an article about how social media is killing advertising! Advertising is Dead. SEO is Dead. Television is Dead. Magazines are Dead. Newspapers are Dead. Websites are Dead.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Television marketing Social Media 100

Digital B2B Marketing

JUNE 12, 2013

You have created a great industry blog and library of premium content. 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. Congratulations, you are a B2B content marketer.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

MAY 28, 2013

All of the inferred preferences you picked up about a visitor, from content formats to industry, is lost when someone crosses domains. These solutions can also be used by the online ad networks and data companies Firefox is targeting, so they may be the next target of browser privacy changes.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

NOVEMBER 19, 2013

Categorize all contacts from your programs into three groups: Contacts that meet your target company and contact criteria. For most B2B marketers, this group would include students, retirees, contacts from industries or regions you can’t service, etc. Everyone else. This should now be lower value but potentially useful contacts.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JUNE 14, 2011

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. 38% work in the marketing and advertising industry. Given my personal target audience, that is encouraging.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

JUNE 2, 2011

Question: Would it be better if prospects where aware of your company when they started the research process? Current information is critical when I’m looking to stay abreast of the industry. One company that does an excellent job of providing stage zero content is HubSpot. Answer: “Well, DUH!&#.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

MARCH 25, 2011

Seeding your Content Curation Program You don’t need to seed it with industry influencers or folks with a strong following (although it is great if you can!). Look for opportunities to seed with people that already look to your company. Media companies always curated content to appeal to an audience. Long time clients.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

JULY 9, 2012

External Influences External influences are entirely beyond the control of your company yet you still need to take these changes in stride. Major consolidation among industry competitors. Is the content it replaces easily removed, existing links updated and incoming traffic redirected to the appropriate location?

Content Marketing 100

Content Marketing Planning Marketing Management Content 100

Digital B2B Marketing

AUGUST 23, 2011

This is much more than a broad industry, title or demographic definition, it requires focusing on a segment of that audience, defined by preferences in your category (value, feature, quality, integration, etc) that align with your offering. Know Your Audience. Why does your audience choose you? Great Product.

Social Media 100

Social Media Buy Media Pricing 100

Digital B2B Marketing

OCTOBER 11, 2011

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Companies embracing content marketing were able to provide unique value to clients and prospects. The problem is, conventional wisdom is average.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

JUNE 1, 2011

Like pages from others in your industry, follow on Twitter or join at least five groups on LinkedIn. If you participate actively and look to build individual relationships, you will quickly identify the companies and individuals that are just using social media to blast their own message.

Social Media 100

Social Media Work Management Marketing Management Media 100

Digital B2B Marketing

OCTOBER 11, 2011

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Companies embracing content marketing were able to provide unique value to clients and prospects. The problem is, conventional wisdom is average.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

JULY 26, 2011

But in today’s “I want it NOW&# marketing environment, few have the patience for this and I think the industry suffers for it. I landed in marketing by chance, looking for a small startup company to join. I have no traditional training in marketing. The one I choose was a digital agency, and it just fit.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 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. There are some places where sharing and discovering content is natural. Promoted Tweets.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

JUNE 18, 2014

According to many in the digital advertising industry, at some point in the future digital marketing will be so targeted that consumers will want to see the ads. You can browse through the information a number of companies have about you on BlueKai (now owned by Oracle). How will marketers do this? No, No, NO!

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

FEBRUARY 16, 2015

Many marketers start with retargeting because it reaches a very finite audience that is already familiar with your company (people who visited your site) and is relatively inexpensive. Toby highlighted the tendency many marketers have to run small pilots with a large number of companies and then conclude advertising won’t work.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 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. You can get creative here, it does not need to include Chief or Vice in many industries).

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

MARCH 17, 2011

What matters is perception has turned public opinion, and Congress, against practices in the industry. This is coming as the industry finally embraces an attempt at self-regulation, behind the Digital Advertising Alliance and supported by the DMA and IAB. This goes beyond the shaming threatened by the DMA to member companies.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising CAN-SPAM 100

Digital B2B Marketing

JANUARY 20, 2014

They visit industry sites, competitive sites and even still talk to peers and read offline! Today, too many companies ignore the opportunity to use data to create a more relevant first visit to their site. Why aren’t you striving to create a more relevant experience on the first visit?

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

JULY 1, 2013

In addition, you can follow the company, like an update or comment. Wouldn’t it be nice if you could target social ads to senior marketers at large companies or owners at startups? As you can see in the screenshot below, sponsored updates look very similar to a traditional update. Fills the Mobile Gap.

Cost Per Click 100

Cost Per Click Linkedin Advertisements Advertising 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.

Paid Search Agency 100

Paid Search Agency Ad Frequency Digg CAN-SPAM 100

Digital B2B Marketing

NOVEMBER 12, 2013

” Do you want a specific industry? industry, role, company size, etc) and have recently registered to access relevant content (i.e. Between $35 and $65 per registration according to statistics recently published by Madison Logic. Level of seniority? The more targeting you need, the more expensive those leads become.

Lead Generation 100

Lead Generation Generation Leads Lead 100

Digital B2B Marketing

MARCH 7, 2011

The research is based on a survey of approximately 1,500 IT and business professionals, with good representation of senior IT management and large companies. And IT is a key stakeholder in cloud decisions at larger companies (more than 80% of the time). I just wish I had looked at it earlier. IT’s needs must be met.

Enterprise Management 100

Enterprise Management B2B Thought Leadership Marketing Management Thought Leadership 100