Digital B2B Marketing

JULY 12, 2012

However, there is very little quality research available for online planning in B2B. 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.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

MAY 22, 2012

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. One of the primary ways B2B marketers capture leads online is asking prospects to register for content. Does Your Content Create A Barrier?

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

APRIL 29, 2014

It isn’t because publishers’ offerings are flawed, because visitors have developed sponsored content blindness or because we have all developed an aversion to all sponsored content. Then we will look at the research that points to an upcoming challenge to the growing native publishing market.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

APRIL 28, 2011

Unless your audience cleanly matches a common research segment, there is likely limited information available about what social networks they are actively engaged with. Actually getting this information isn’t just a quick research run. Blogs and media companies : where is their content widely shared?

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

AUGUST 23, 2012

What if your objective is to deliver highly engaged leads to sales, but your persona indicates that sizable segments of your audience are not likely to engage with marketing content or even to register. Your lead scoring is excluding a valuable segment of your audience and you have the information you need to identify the issue!

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

DECEMBER 20, 2011

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. Your Turn If you are willing to share, how do you measure the thought leadership impact of your content marketing?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

MAY 31, 2012

With a growing body of research showing current marketing practices are consistently delivering bad data, it is time for change. What Is Your Content Really Worth? You have seen the registration forms that go on and on, asking for information about an individual’s role in the buying process, project budget, timeline and more.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

JUNE 23, 2011

The biggest factor driving the changes in today’s buyers is the accessibility of information technology has enabled. In the past, your prospect held the budget cards and you held the information cards. Today, buyers hold the budget cards and the information cards. Set Your Content Free.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

MAY 17, 2011

Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. It is no longer content or context. Ardath Albee has a great example of buyers driving the new research process in The Contagious Content Challenge.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

AUGUST 25, 2011

Discussions of mobile marketing quickly turn to apps, mobile sites and how to make content mobile-friendly. How do we need to adapt this content for a full size monitor? Increasingly, content is key to marketing, and most content is designed for the desktop. Filed under: Mobile , Rants , Research.

Mobile Marketing 100

Mobile Marketing B2B Marketing Internet Marketing Twitter 100

Digital B2B Marketing

SEPTEMBER 27, 2011

According to research, buyers only engage with companies directly during the last 40% of their research process. When you insist on registration, you are in effect telling prospects: We don’t want to be involved in the first half of your research. Being worth discovering and sharing (content).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

MAY 30, 2013

Outbound Marketing Seeds Content. Outbound marketing gets your content into more hands, immediately increasing content consumption and increasing potential social sharing. Channels that drive organic sharing of content are a particularly good way to kickstart your inbound marketing program. Tactics: email, retargeting.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound 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. When you insist on registration, you are in effect telling prospects: We don’t want to be involved in the first half of your research. We are only willing to engage with you on our terms and timetable.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

AUGUST 16, 2012

Instead of making information easier to consume, many infographics make it harder to understand the information they present or even outright mislead. In particular, look at the environment key below and map that information in the infographic. If it isn’t informative, useful or entertaining, just stop.

Segmentation 100

Segmentation Statistics Internet Marketing Social Media 100

Digital B2B Marketing

MAY 9, 2011

Between companies sharing their own cases on sales and marketing alignment and the planning frameworks, examples and data from SiriusDecisions analysts, it was a three day information firehouse. Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers. Effective Content Marketing.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

MAY 19, 2011

Your prospect is doing their own research. Google is the gateway to editorial, blogs and content published by you and your competitors. More information is available every day and this information quickly overturns conflicting impressions created by advertising.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

MARCH 19, 2012

In fact, Sirius Decisions, a research firm focused on B2B markets, predicts more than 75% of leads will be sourced through inbound channels by 2015. What are the key challenges to B2B inbound marketing, how does inbound marketing change the type of content B2B marketers need to create and what tools are critical to inbound marketing?

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

OCTOBER 6, 2011

It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The problem is, you only see how people respond to your content and your offers. These are the prospects that have identified you and are spending time researching you already.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 4, 2011

Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience. The problem: consuming traditional B2B content used for demand generation requires a significant time commitment.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

JANUARY 5, 2012

On websites, they are improving information architecture to make the content, information and products they offer easier to find. Recommendation engines allow companies to surface the best product or information, based on your history, profile and activity from other customers or visitors. Our refusal to be content.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

JUNE 14, 2011

Audience research is invaluable and well developed personas provide a broad array of insights into the lives and minds of your target audience, insights that form the basis for your social media plans. Then, you put your social media plan in place, including sharing great content from others and creating your own.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

OCTOBER 6, 2011

It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. The problem is, you only see how people respond to your content and your offers. These are the prospects that have identified you and are spending time researching you already.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

FEBRUARY 28, 2012

Research and observation tell you where your audience has been and what they have been interested in. Here are statements I was hearing regularly just two years ago: B2B decision makers don’t use search engines, their team provides all the information they need. B2B buyers won’t read content on their smartphones.

Twitter 100

Twitter B2B Marketing Internet Marketing Course 100

Digital B2B Marketing

OCTOBER 4, 2011

Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience. The problem: consuming traditional B2B content used for demand generation requires a significant time commitment. Open Landing Page Results.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

APRIL 26, 2012

According to research from the Content Marketing Institute , B2B marketers are now spending 26% of their budget on content marketing. What happens when someone downloads or accesses some of the highest value and most in-depth content marketers are offering? This practice should not stop at your website.

Research 100

Research B2B Paper Content 100

Digital B2B Marketing

FEBRUARY 4, 2012

Lead generation has been driving growth and innovation at other technology publications, with CMP TechWeb (Information Week), IDG (CIO, ComputerWorld) and TechTarget all investing in improving their lead generation offerings in recent years. What About Other Publishers?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

DECEMBER 4, 2012

Here are three examples of how marketers will be able to use this information to improve their social media marketing programs. Engage Differently How will mixing up the content you share or focusing more on creating discussion impact your marketing?

Wikipedia 100

Wikipedia Social Media Hubspot Sample 100

Digital B2B Marketing

SEPTEMBER 11, 2012

In addition, advertisers with Paid Tweet programs that you engage with will be prioritized and programs with very low engagement rates will be stopped, giving advertisers another incentive to deliver the most targeted and relevant content. By requiring targeting, advertisers will be forced to create more targeted and relevant campaigns.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

SEPTEMBER 19, 2013

Native advertising, and more specifically native content publishing, is hot. It shouldn’t be a surprise, as marketers increasingly turn to content, publishers need to offer solutions to promote and distribute that content. BrandVoice Potential Annual Content Distribution. of the Forbes staff average! Conclusion.

Advertisements 100

Advertisements Advertising Research Distribution 100

Digital B2B Marketing

FEBRUARY 5, 2013

Marketers, encouraged by self-proclaimed gurus, experts and thought leaders, are increasingly misusing and abusing research and statistics when developing their marketing approach. Yes, market and audience research can be incredibly valuable. But when it is misused, even the best information can lead you in the wrong direction.

Research 100

Research Advertising Benchmark Blast Campaigns Customer Surveys 100

Digital B2B Marketing

OCTOBER 17, 2016

Sure, we talk about a buyer journey or about carefully mapping content. We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. Serial content consumers. They will download a dozen reports looking for one nugget of information.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

JUNE 21, 2011

If your audience is marketing, that probably describes nearly everyone that would tweet your content. [If … Can LinkedIn truly become a hub for information-sharing?&# It seems the answer to the first question is a resounding yes, but LinkedIn has not become the hub for information-sharing. Link expansion.

Linkedin 100

Linkedin Content Ideal Customer Profiles Aggregators 100

Digital B2B Marketing

MARCH 11, 2011

This is the content you slaved over and chased your subject matter experts for weeks, even months, for. And the days tick by, until one day your content is out of date, its jail term turned into a forgotten life sentence. Your content was developed to support your position. Your content will be sharable.

Peer-to-peer 100

Peer-to-peer Content Digg Demand Generation 100

Digital B2B Marketing

JUNE 18, 2014

Advertising will tell us about the products we want to know about, give us a direct path to the content we need and provide access to discounts on products we want. Information marketers can use to determine what you are interested in. With access to all of that information, companies should be able to get close to my income and age.

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

MAY 5, 2011

Lead generation, for purposes of this post, is collecting registration information for content, in order to build a marketing database or deliver leads to telemarketing and then on to sales. Contact Information Isn’t Accurate. Bad contact information undermines the entire premise of lead generation.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

FEBRUARY 16, 2015

We are all awash in content today. If a publication can target your audience, you are likely one of dozens of marketers trying to offer up your content to their audience. Content focusing on the challenges or needs of one audience can’t be used effectively with other audiences that don’t share the same challenge.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

JANUARY 20, 2014

Yes, B2B marketers are doing a few things well when it comes to using data: B2B marketers are increasingly adopting marketing automation and using past behavior to deliver more relevant content. Your site and content represent a tiny fraction of the time your prospects spend online.

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100