Digital B2B Marketing

OCTOBER 29, 2013

I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. Look at the other side of the same metric: despite all of the videos vendors are creating, more than half of potential buyers say they have never purchased a product because of a video. Content marketing.

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Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

JUNE 26, 2012

Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. Or are you referring to a twitter strategy that includes your autoresponder rules, mass following tool and autoshared content sources? If you are using these terms today, it is time to stop and explain what you really mean.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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. Their research activity and purchase indicators are all happening in your blind spot.

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Lead Scoring Lead Ranking Peer-to-peer Marketing Qualified Leads 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. Their research activity and purchase indicators are all happening in your blind spot. Publishing.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Marketing Qualified Leads 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. Native published content functions like the publication’s own editorial content. The Reality of Marketing Content.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

JANUARY 10, 2012

In their report, DemandGen also includes a number of recommendations to improve B2B email list purchases: Work with multiple data or list sources. Establish a series of welcome emails with your best content. credit to Oceanos who I discovered the report through] Are you opposed to list purchases? Keep an audit trail.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 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). They are not a traditional media company with an editorial focus.

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Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JUNE 6, 2013

It is no secret, as a marketer you want to influence purchases. You use advertising, content marketing, PR, and the influencer programs Klout wants to sell, to change perceptions and purchasing behavior. Joe Fernandez of Klout recently said Klout’s goal is to help every person maximize their individual influence.

PR 100

PR Network Marketing Social Media Act-On 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. Our refusal to be content. We agonize over which smartphone to purchase (yes, that was me a year ago). Only research and purchase products online through Amazon.

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Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

MAY 20, 2014

Most people simply don’t come back to your site that frequently and they don’t see that much content from you. Source , Page 6). For many marketers, this minimum can be as simple as name, email and company.

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

DECEMBER 22, 2011

Content Marketing 1. Flooded with content, audiences will turn to recognized sources. B2B marketers will use video as a way for subject matter experts to more easily create content. Content will be designed to be easy to consume and share. Name recognition will rule. Inbound Marketing 4. Social Media 5. Where is the ROI?

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

Content Marketing 1. Flooded with content, audiences will turn to recognized sources. B2B marketers will use video as a way for subject matter experts to more easily create content. Content will be designed to be easy to consume and share. Name recognition will rule. Inbound Marketing 4. Social Media 5. Where is the ROI?

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

NOVEMBER 17, 2011

More than two-thirds of IT buyers use social media during the purchase process. Today, your content positions your company and delivers your message, and requiring registration reduces the distribution of your content by 90% to 99%. Remove registration forms and increase the reach of your content by 10x to 100x.

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Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

More than two-thirds of IT buyers use social media during the purchase process. Today, your content positions your company and delivers your message, and requiring registration reduces the distribution of your content by 90% to 99%. Remove registration forms and increase the reach of your content by 10x to 100x.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Today, 70% of research starts with search and 65% of buyers turn to social media during the purchase process (statistic on slide 10). Being worth discovering and sharing (content). Filed under: Content , Demand Generation , Social Media. Being discovered (search and PR). Being recommended (social media).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Today, 70% of research starts with search and 65% of buyers turn to social media during the purchase process (statistic on slide 10). For B2B marketers, this environment requires a renewed focus on three elements and one major change.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

JULY 11, 2013

PR, analyst relations, content marketing, events, social media, even internal marketing, can play important roles in establishing your brand. In addition, if you are asking visitors to register for content and they already value your perspective, they are more likely to value the content you are offering as well!

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

JULY 24, 2012

The investments you have made in building your marketing database, creating content, and developing a nurture program carefully mapped to the buyer’s journey does nothing if your communication doesn’t get through. When DoubleClick purchased Abacus in 1999 and planned to link online and offline identities, there was an uproar.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 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. Any marketing that does not directly deliver contacts or move contacts through the purchase process in an observable way is not valued in this environment.

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B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

MARCH 21, 2012

Information Will Be Everywhere Today, one of the biggest pain points for B2B marketers is creating content. Behind this trend is the fact that content will be everywhere and in every form. The technology to suggest products to an identified individual based on their interests and purchasing behavior is widely used.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

APRIL 11, 2012

A growing portion of online advertising is purchased through DSPs and ad networks, and with literally millions of sites that sell ads through these channels, online advertisers cannot rely on knowing every site their ads are on. The image at the right shows the results of an eye tracking study and how the focus is on the content.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Banners 100

Digital B2B Marketing

NOVEMBER 21, 2013

How many purchases? But in social media, most traffic will come from other people sharing your content. That’s hard to believe at a time when many B2B marketers are glomming on to Twitter like it’s the last shiny object opportunity they will ever have (even turning to spamming ), but it’s true.

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 100

Digital B2B Marketing

JANUARY 22, 2014

You learn that media buyers have put a bit of social lipstick on their buys but they still don’t understand the potential of social media, the importance of content, and so much more. Marketers and traditional media buyers wanted to purchase against demographics. Advertising People Still Don’t Grok Content.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 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. However, I would still expect to see purchase information that at least makes sense if I did purchase more. How will marketers do this? Data, of course. Home decor?

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

JULY 25, 2013

From marketing automation to demand side platforms to content management systems, technology puts the right message in front of the right person at the right time. Too Many Segments, Not Enough Content. Today banner advertising is increasingly purchased and placed by systems. You no longer create your marketing communications.

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Eloqua Auto Responder Banners Marketo 100

Digital B2B Marketing

JUNE 26, 2013

Rather than just focusing on short-term programs that quickly drive engagement (likely from those that were already well into the purchase process), recognize many contacts will not be ready to engage anytime soon, but will become valuable opportunities in the future. Background Nurture. Lost Opportunities. You begin a fresh nurture program!

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 100

Digital B2B Marketing

JUNE 7, 2012

Used for pricing email, telemarketing or postal list rentals or purchases. Used for performance-based online advertising buys, the cost is based on the number of actions (such as a registration or purchase) delivered. Marketing Technology Infrastructure CMS : Content Management System. CPN : Cost per Name. CPA : Cost per Action.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

NOVEMBER 7, 2013

It is easy to make arguments against simply trying to build up your following count and the tactics that are often used: Purchased followers aren’t real. Here is a screenshot showing 11 favorites of Tweets that include my account in just 5 hours, mostly Tweets of the same piece of content. Collecting followers is so last decade.

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Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

FEBRUARY 16, 2012

Lead generation: collecting registration information, often in exchange for content, in order to build a marketing database for email or telemarketing followup. The direct outcome is your audience is more likely to purchase your products or services. Content educates your audience, shapes their perspective and positions your offerings.

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Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

DECEMBER 8, 2011

Most likely, they remove people from retargeting when they convert (purchase hosting), this is an easy step and one most providers recommend. Consider Context Limit your retargeting campaign to content that is contextually relevant or on an adjacent topic (for instance, business content for an enterprise technology offering).

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

FEBRUARY 5, 2013

For example, what if you optimized your website content based on the average time spent on site? and most marketers in your industry send unsegmented email blasts to big purchased lists, your carefully constructed, opt-in only, triggerred email program better beat the benchmark.

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Research Advertising Benchmark Blast Campaigns Customer Surveys 100

Digital B2B Marketing

JULY 19, 2012

Check Their Focus You could review all of the content, but you don’t have time. Weed out any options you can before you brew a pot of coffee and sit down to read the last month’s worth of content from each site. It is not unusual for content pages to have significantly more advertising than the homepage.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Tips 100

Digital B2B Marketing

NOVEMBER 12, 2013

Part 1: Lead Generation Alternatives to a Content Syndication Network. Madison Logic promotes content across a broad network of topical sites. Some B2B publishers have introduced a broad range of offerings that include research, content creation, advertising and lead generation. Co-Sponsored Content. Purchased Contacts.

Lead Generation 100

Lead Generation Generation Marketing Qualified Leads Leads 100

Digital B2B Marketing

MARCH 1, 2011

Digital B2B Marketing Eric Wittlake's Blog on B2B and Digital Marketing Home About Posts Comments Media Rants In Practice Measurement Content Research Social Media News In Theory Demand Generation ← Ad Networks, Exchanges and … B2B? Metric 1) Number of purchases made online. Answer 2) Go to the website.

Advertisements 100

Advertisements Advertising Planning B2B Thought Leadership 100

Digital B2B Marketing

APRIL 5, 2012

Successfully delivering the right content at the right time hinges on data. Data that is provided explicitly by prospects, and more importantly, data that is provided implicitly through their engagement with your communications and content. I recently explored Why Your Content Will Never Be Good Enough.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Profiling 100

Digital B2B Marketing

MAY 14, 2013

Although the exact numbers will be different in your market, the fact remains: increasingly, buyers are researching and purchasing on their own terms, not on yours. All too often, campaigns are allowed to dictate messaging and content development, leaving marketers unable to deliver on the three points above.

B2B Marketing 100

B2B Marketing Campaigns Planning B2B 100

Digital B2B Marketing

JANUARY 17, 2012

Quite simply, the marketing content you create will never be good enough. You will need to produce better content every single day. Today, someone trumped your content. How Your Content was Trumped Content quality is relative. Your content may have been good when it was created, but now it’s merely average.

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Mobile Advertising Content Work Management Mobile Marketing 100