Digital B2B Marketing

DECEMBER 11, 2012

Content marketing provides the information buyers need to determine the type of solution they need, develop internal support for a change, create a short list of providers and address objections , all while positioning your company as a trusted resource. The Buyer’s System Works Today Your prospect’s business works without you.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

OCTOBER 18, 2012

Until you know who you are targeting, you cannot identify the publications, sites or ad networks you should be working with. Here are a couple examples of how B2B target audiences are generalized for advertising: Juniper targets companies with large data centers. If you want to tailor your message to every company, you can.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

APRIL 4, 2013

Be aware, there are lies, damned lies and statistics spun to the advantage of the company presenting them. Media companies say they can target and engage your audience: how are they doing it? It is already proven through their experience with other, often similar, companies. Question it. There is almost always more to the story.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

JANUARY 9, 2014

The now common refrain says every company is a media company and every individual is a publisher. Companies, and many individuals, are now vying for your attention (but be honest, that was always the case). Many, like the media companies of old, are using content to earn that attention. In one sense, it is true.

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

MAY 17, 2012

Here is a particularly aggressive quote from one company’s website: We use your content and our database of over 20 million business contacts to manufacture marketing qualified leads for your business. The work is turning contacts into real leads. Summary Turning contacts into leads is hard work. Drawing by Kenny Madden.

Marketing Qualified Leads 100

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

Digital B2B Marketing

JULY 24, 2012

What if your message could get through to more of these individuals and companies? If you knew your advertising was only reaching people at these companies , would it be worth more? Today you can target online advertising in addition to email list rentals and lead generation programs to just your list of target companies.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

MARCH 25, 2013

Target by Company, Industry or Role. You probably already work with publications that cover your industry or role, such as Industry Week for manufacturing or Information Week for IT management. Company Targeting. Do you have a list of specific target companies or accounts? Providers: Retargeter, LiveRamp.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

JUNE 16, 2011

Earlier this week, Michael Brenner outlined the future of marketing , drawing from last fall’s future of advertising article in Fast Company. When every company has valuable marketing, any company will do. No one is excited to work with a company that merely meets their expectations, and you need more than just a customer.

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 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. Conceptually, companies can do this because you provide your email address online. One of the emerging trends in online advertising promises to make this possible.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

APRIL 29, 2014

Native Publishing Definition: Paying to publish your content within the property of an established media company which traditionally maintains editorial control over published content. Marketers before you have proven that you don’t have to be a media company to create a content brand that drives results. You can too.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 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. I work with B2B clients on media and integrated marketing programs.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

SEPTEMBER 18, 2012

Well timed, it arrives as she sits down in the office to check personal email before the real work day begins. 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.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

APRIL 30, 2012

Without traditional AORs as a natural lead for agency coordination and integration (AOR relationships dropped from 50% of companies to 15% in the last decade), you need to take on this role directly. To keep everyone working together, be prepared to step in as both sheriff and therapist whenever necessary.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

AUGUST 2, 2011

Today, many companies have replaced strategic planning with a set of goals and tactics, without a formalized marketing strategy. There are four barriers I frequently see that keep companies from adopting effective strategic planning. Many companies simply do not value marketing strategy. Time and resources. About Eric Wittlake.

Barriers 100

Barriers Planning B2B Marketing B2B 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? One company that does an excellent job of providing stage zero content is HubSpot. I work with B2B clients on media and integrated marketing programs. Question: Where is awareness most valuable in the buying cycle?

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 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

JULY 28, 2011

Using media mix models, companies like KMart assess incremental business impact , accounting for the fact that TV is one of many channels. Unfortunately, this approach doesn’t work with social media today. This is a gap social media measurement companies need to help close. My verdict: KMart’s CMO is right.

Social Media 100

Social Media Media CMO Marketing Mix 100

Digital B2B Marketing

AUGUST 30, 2011

The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “ Branding Doesn’t Work in B2B “). 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.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 100

Digital B2B Marketing

MAY 28, 2013

Subdomains will still work (i.e. Although many of these solutions can be adapted to work with Firefox’s new cookie handling rules, implementing and maintaining them across multiple domains is challenging. The cookies you use to identify visitors and build their profile will always be treated as first party cookies.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

APRIL 11, 2013

Your organization was on board when it was cheap, when you could drive results with thoughtless blog posts slammed out in 10 minutes or created by an offshore SEO company. Now that cheap content doesn’t work, the real lack of commitment is shining through. Content was a supporting element only.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

OCTOBER 31, 2012

Media companies are Dead. It worked 20 years ago (maybe when you were still one of the one-in-five living marketers), that doesn’t mean it will work now. 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.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Television marketing Social Media 100

Digital B2B Marketing

JANUARY 31, 2012

Not only does this hurt the company’s chances on selling this offering, it also hurts their chances of selling future new offerings until I see they have had the time to polish and refine them. Even large B2B companies have struggled with new products released without adequate sales education or before they were ready for the market.

Business 100

Business B2B Sales Paid Search Agency Startups 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. Alternatively, check out the work BlitzMetrics is doing for some B2B marketers. Promoted Tweets.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 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. As the Media Director working with a number of technology marketers at a B2B agency, Babcock & Jenkins , I have seen this evolution first hand over the last four years.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JULY 6, 2011

These companies offer cost efficiency, but more importantly, they give customers the freedom to quickly adapt to their market. In late 2009, Bob Evans, then with Information Week, wrote an open letter to Larry Ellison , taking Oracle to task for not allowing companies the freedom to control their own expense structures.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

JUNE 28, 2012

Business Relationships that Matter In the vast majority of enterprise B2B companies, relationships that matter are between people. This is why sales people with existing relationships are recruited and account managers work to develop personal relationships with clients. Photo by Natesh Ramasamy.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

MAY 24, 2011

It is sized for my business, it works in my environment. The program highlights are impressive: 25% of targeted companies converted to pipeline opportunities in only 90 days. 42% of companies responded to the program. You have a solution for me.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

MAY 29, 2012

Scenario 1: Growing an Account Without Intros You work with one division of a Fortune 50 company and are looking to grow the account into other divisions. Your solution is delivering significant process improvements for large insurance companies. How do you get high-level sales meetings?

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

NOVEMBER 29, 2012

Yes, these devices will deliver new conveniences and improve the way we work in both our personal and professional lives. A Facebook message will be sent to your webmaster, hosting provider and IT manager when your website is loading slowly. A jet engine will share an oil pressure alert with a team of engineers.

Work Management 100

Work Management Marketing Management Social Networks Social Media 100

Digital B2B Marketing

AUGUST 22, 2013

Unfortunately, many B2B marketers are working with personas that do more harm than good. And prospects that work with your competitors don’t go through their day terrified, while your customers sit on cloud nine popping bonbons all day. Don’t just focus the discussion on views of your category or company.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

APRIL 2, 2013

In short, they get the benefit of much of the work your other marketing efforts did. The conclusions are true because of the system marketers are working within. It is a complex sale, but most B2B companies will continue to use their simple measurement. The solution isn’t simple. Maybe (hopefully) I’m wrong.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 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. Is Your Sales Process Working. There is just one little problem: you are reporting on a series of programs. 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

JUNE 26, 2012

Demand Generation At many companies, demand generation has become synonymous with lead generation. Are you referring to awareness of your brand or company name? Or the perception your audience has of your company? Depending on the definition, the cost of a lead may be 50 cents or $1,500. Your product name? All of the above?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

JANUARY 10, 2012

Marketing lists are often acquired sporadically, and when these acquisitions are handled by various groups, companies lose the opportunity to learn from their successes or failures. In their report, DemandGen also includes a number of recommendations to improve B2B email list purchases: Work with multiple data or list sources.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

APRIL 17, 2013

Not every company needs each one, but they can’t just be substituted for each other. Any false perceptions created by sales and marketing activities are blown away, replaced by the real experience of working with you. Each has a role to play in creating and shaping opinions of your company and product. A television spot?

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

JULY 21, 2011

Too many companies are stuck in this rut, and because of it, email is filled with content promotions today. Yes, the content might be valuable, but it doesn’t improve the position of the company offering it. I work with B2B clients on media and integrated marketing programs. About Eric Wittlake.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

SEPTEMBER 27, 2011

According to research, buyers only engage with companies directly during the last 40% of their research process. Will B2B marketers embrace buyers that spend 60% of their time before engaging with the company or will they continue to focus on the traditional registration process and capturing contact information? About Eric Wittlake.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100