Digital B2B Marketing

APRIL 17, 2013

The latest killers are the social media and content marketing stars. Although it is a weak impression, advertising delivers that impression at scale while often pushing towards a marketer’s content. Conveniently, content is the next step. The Content Experience. However, content doesn’t deliver the same scale.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

JUNE 11, 2012

According to a recent report on eMarketer , 85% of marketers curate content in order to establish thought leadership! Does sharing someone else’s content make you a thought leader? Content curation can be a valuable activity. However, the content curator and librarian are not the thought leaders.

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

APRIL 26, 2011

The sponsorship included advertising as well as custom integration of the sponsors content into the site, and allowed a comparison of the performance of various components. Sponsored resources: A small text link to access content from the client is getting 2.5x Just how much more engaging is editorial content?

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

JANUARY 26, 2012

To date, the currency that purchases our attention is content. Content that is useful and connects with our priorities, content that entertains, content that teaches. Content that offers us something beyond your brand and message. However, content is merely the vehicle. Content all about you.

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

MARCH 28, 2012

I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey. Multiple B2B publishers are pedaling this misinformation and as B2B marketers struggle with content marketing, it is diverting their focus. The purpose of your content is to deliver information.

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 100

Digital B2B Marketing

MARCH 25, 2011

With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. Curated Sourcing Just as content is curated, sources are curated.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

APRIL 29, 2014

Native advertising, and specifically native publishing programs, will struggle in the future. 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. The Allure of Native Publishing.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

DECEMBER 12, 2013

According to a recent survey, the majority of publishers now offer or plan to offer native advertising programs. Two months ago, I examined the performance of more than 300 BrandVoice articles on Forbes, one of the most established native publishing platforms for B2B marketers. How Google Is Penalizing Native Publishing Programs.

Advertisements 100

Advertisements Advertising Google Work Management 100

Digital B2B Marketing

DECEMBER 2, 2013

From content to process to branding, here are five steps you can take to improve the results from your publisher lead generation programs. Select Your Content Carefully. The content you should use depends on how the lead generation program is structured. Content For Fixed Promotional Package. Sponsored Content.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

JANUARY 9, 2014

I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. The now common refrain says every company is a media company and every individual is a publisher.

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

MAY 3, 2012

Among paid media and advertising tactics, lead generation programs like content syndication are a key source of leads for B2B marketers, especially in the enterprise technology space. Tell a B2B publisher that you are interested in lead generation and the majority will point to some form of white paper syndication program they offer.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

NOVEMBER 19, 2013

The first article in this series on publisher lead generation programs looked at the cost of lead generation programs. Measuring B2B Publisher Lead Generation Programs. Despite the marketing technology stack many marketers have today, measuring publisher lead generation programs effectively continues to be a challenge.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JUNE 4, 2013

Inbound or Content Marketing. Publisher Lead Generation Programs. This category covers a wide range of programs that vary by publisher. When used with content promotions, email continues to be a cost effective channel for marketers that need more granular targeting. The B2B Lead Generation List. Direct Mail.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

JULY 12, 2012

Information from publisher’s own research studies may be biased and does not allow for objective comparisons across properties. List Tools Most trade publishers still rent email or postal lists, making list searches a good way to identify publishers as well. Tip: if individuals share content using the popular bit.ly

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

JANUARY 7, 2014

If you published 250 blog posts over the last year and saw no benefit to any area of your business from that effort, what would you do? What if you were just getting started, you published 20 posts over the last quarter, and you already saw an immediate positive impact on your business? Content Research inbound marketing'

Inbound Marketing 100

Inbound Marketing Paid Search Agency Cost per Lead Correlation 100

Digital B2B Marketing

MAY 17, 2012

If you talk to a publisher or lead generation firm, it would seem leads have become a commodity. Nearly every B2B publisher offers lead generation under a broader heading of demand generation. Publisher: Sure, we have a number of programs that will do that! Publisher: No problem, we can do that. That’s our promise.

Marketing Qualified Leads 100

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

Digital B2B Marketing

APRIL 9, 2013

However, as online publishers develop new “higher impact” online ads, recently published results should serve as a warning to both publishers and advertisers:: Don’t allow ads to come between your audience and the content they are looking for. The results from these ads can be misleading. source ).

Ads 100

Ads Banner Ads Banners Effectiveness 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

MAY 25, 2011

However, sharing content or a link on Facebook or Twitter is not only appropriate, it is welcomed. We could be able to create and publish too. It continues to be a one-way channel, at times simply promoting discussion or sharing elsewhere. Here are some of the key differences in Email Marketing 2.0. Email will be easy to share.

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

MARCH 19, 2013

Use Your SlideShare Content in LinkedIn Ads. More B2B marketers are embracing content every day, but maximizing distribution of content continues to be a challenge. You can even include, in typical SlideShare fashion, lead capture within your content.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

MARCH 7, 2013

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. Publishers that continue to do this are doing a disservice to marketers that don’t know better and are losing the respect of those that do. Banners don’t drive leads.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Your prospects spend the vast majority of their time doing everything except opening your emails, visiting your site or viewing your content. Here are a few recently published results: Case 1: Email click rates increased 279%. You can’t rely on your own data. What happens when we start to fill in the picture?

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

OCTOBER 29, 2013

But is 46% a lot more, or a lot less, than the same metric for other types of content? Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). Content marketing. This is a favorite trick among magazine publishers. Brand awareness. Sales enablement.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

FEBRUARY 4, 2012

Although it has not been publicly announced, it appears QuinStreet has purchased Ziff Davis Enterprise , the publishers of eWeek, Baseline, CIO Insight and Channel Insider (not to be confused with Ziff Davis, the publisher of PC Magazine, or ZDNet, which is owned by CBSi). What About Other Publishers?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

OCTOBER 25, 2011

Ever wonder how much traffic social media A-listers and publishers drive with their own Twitter stream? Using bit.ly , you can often see this as well as a wealth of other information, such as what content someone shares and even what accounts they manage. How much traffic do publishers and social media A-listers drive?

Social Media 100

Social Media Traffic Media Twitter 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. Set Your Content Free. Your content was designed to benefit your audience and position your company favorably.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

MARCH 19, 2012

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? The discussion highlighted three specific areas where content is challenging B2B inbound marketers. Content Development Resources.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

DECEMBER 6, 2011

Create Content For Your Audience Create content that addresses your audience’s priorities, problems and solutions, using the language they use. Describe your content accurately in titles, headlines and links. and GetCurata can bring content you find onto your site. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Create Content For Your Audience Create content that addresses your audience’s priorities, problems and solutions, using the language they use. Describe your content accurately in titles, headlines and links. and GetCurata can bring content you find onto your site. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

NOVEMBER 6, 2012

B2B Marketing’s Lead Generation Focus B2B marketers are pitching white papers, webinars and other content at every turn. Even traditional “branding” venues are filled with lead generation offers and publishers are bundling traditional media programs with lead generation. All they see are leads.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

OCTOBER 25, 2011

Ever wonder how much traffic social media A-listers and publishers drive with their own Twitter stream? Using bit.ly, you can often see this as well as a wealth of other information, such as what content someone shares and even what accounts they manage. If you know me, you probably know that I am part analyst, [.].

Social Media 100

Social Media Traffic Media Twitter 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. In addition, some B2B publishers are considering selling data about content consumption on their properties.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

JULY 31, 2012

Delivering Valuable Information Marketers have been blinded by the mandate to create content. However, buyers don’t need content. Content is the package that makes your information attractive, discoverable, consumable and sharable. This post expands on a perspective I originally provided for Neolane and was published here.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 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. In addition, some B2B publishers are considering selling data about content consumption on their properties.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

MAY 27, 2011

I have spoken with a number of B2B publishers that report 8% to 10%, or more, of their traffic is now from mobile devices, and it is growing. With applications like Posterous, WordPress and Blogger available for iPhone and Android, content creators are now creating on their mobile devices. Mobile Changes How We Create.

Mobile Marketing 100

Mobile Marketing Blogger B2B Marketing Social Networks 100

Digital B2B Marketing

NOVEMBER 8, 2011

The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it. I often hear marketers say their older content is still relevant.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

NOVEMBER 8, 2011

The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it. I often hear marketers say their older content is still relevant.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100