Digital B2B Marketing

OCTOBER 4, 2011

Audience targeting was very cost effective, driving lower cost per page view and a highly engaged audience. Despite much lower media costs, the average cost per registration for audience targeted media buys was 250% higher for from industry publications. I work with B2B clients on media and integrated marketing programs.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 13, 2011

It takes longer than driving and your travel companions are not always ideal, but for many of us that work downtown, TriMet is a better overall value and experience than driving and parking. Instead, they will continue to compete by providing a reliable and cost effective commuting option. They know the basis they compete on.

Service 100

Service Training Twitter B2B Marketing 100

Digital B2B Marketing

APRIL 20, 2016

Or to put it a little bit differently, how do all of these companies most of us have never heard of know where we all work? Think of it like a billboard outside an office: nearly anyone working in that location has the potential to see it. But people who travel, work from home or have their nose in their mobile likely won’t.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 100

Digital B2B Marketing

JANUARY 29, 2013

For a few companies, particularly those with a direct response marketing model, this might work. Your Marketing Infrastructure Still Works Assuming your infrastructure has been maintained over time, your current email solution, marketing automation implementation, community platform and so on are still working.

Budget Programs 100

Budget Programs Marketing Budget Marketing Automation Services Paid Search Agency 100

Digital B2B Marketing

OCTOBER 13, 2011

It takes longer than driving and your travel companions are not always ideal, but for many of us that work downtown, TriMet is a better overall value and experience than driving and parking. Instead, they will continue to compete by providing a reliable and cost effective commuting option. They know the basis they compete on.

Service 100

Service Training Twitter Cost 100

Digital B2B Marketing

MARCH 7, 2013

Ok, here are how the numbers work out for different banner approaches targeting enterprise B2B audiences. The vast majority of enterprise B2B marketers will not change the conclusion that the cost per lead from banner campaigns is simply too high to stomach until other alternatives have been maxed out. Banners don’t drive leads.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

FEBRUARY 4, 2012

” From the What We Do page: “We have become the leader in vertical marketing and media online by delivering qualified clicks and qualified inquiries at low cost and with great scalability.” Online advertising space is packaged as part of a lead generation program for a small premium cost.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 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

NOVEMBER 1, 2011

In contrast, the cost, complexity and feasibility of integration with existing systems and business processes is a key consideration for enterprise purchases. Determining the cost and complexity of integration is not trivial. In B2B, products and requirements are complex.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 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. Here are some of the most common problems I see. The Funhouse Mirror Persona.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

AUGUST 13, 2013

We were working towards it, saving and networking with people who have land. Take the time to sit down and work through your goals in enough detail to move forward confidently and as a team. And if you somehow create the infrastructure that is, your marketing will be crushed by the cost of the infrastructure.

Planning 100

Planning Marketing & Strategy Marketing Network Marketing 100

Digital B2B Marketing

DECEMBER 11, 2012

The Buyer’s System Works Today Your prospect’s business works without you. Instead, you need every stakeholder to be on board with moving from the manual solution to an automated one, from a known working solution to one that requires making changes. If it didn’t, they would already be out of business.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

APRIL 9, 2013

Banner ads work. Banner ads don’t work. Yes, they deliver a high click rate, but at what cost? Banner ads are just wallpaper. It doesn’t matter what your opinion is of banner ads, someone out there has a study that will agree with your position. The results from these ads can be misleading.

Ads 100

Ads Banner Ads Banners Effectiveness 100

Digital B2B Marketing

MARCH 5, 2013

If the priorities are not clear, begin estimating the cost, the time and the benefit to your business of each potential objective. You will still need to deliver leads, but as you work towards your additional goals, you will develop a stronger competitive position that is less dependent lead generation.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

APRIL 11, 2013

I’ve said before, if content marketing is really that cost effective today, it will become more expensive in the future. Now that cheap content doesn’t work, the real lack of commitment is shining through.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

DECEMBER 15, 2011

All marketing is integrated, even if it is unintentional, poorly done or working against itself. Likewise, search may receive larger budgets because it appears to be far more cost effective than it actually is. Marketing activity does not happen in a vacuum void of other influences. What is the ROI of your social media activity?

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

JULY 23, 2013

When working on media programs, media partners will often ask for a goal, and many meet it in their proposal. The measured cost to set an appointment should go down significantly. If you then learn you can do better, 50% will no longer be good enough to win your business. Then they wonder why they aren’t in the final plan.

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

MARCH 25, 2013

One of the oldest targeting tactics in B2C, retargeting is still underutilized by B2B marketers even though it is generally one of the most cost effective tactics. You probably already work with publications that cover your industry or role, such as Industry Week for manufacturing or Information Week for IT management. Retargeting.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

NOVEMBER 22, 2011

The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result. With a Klout Perks campaign rumored to cost $25,000 and up, Klout’s value is closely tied to their algorithm producing reasonably accurate results. If so, you may be doing exactly what Klout wants you to do.

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

NOVEMBER 22, 2011

The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result. With a Klout Perks campaign rumored to cost $25,000 and up, Klout’s value is closely tied to their algorithm producing reasonably accurate results. If so, you may be doing exactly what Klout wants you to do.

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

AUGUST 20, 2013

Conversion rate optimization, including A/B testing, is one of the most cost effective investments you can make once you have sufficient site traffic. Is Your Sales Process Working. Are You Getting The Right People. As your process improves, your conversion rate from marketing qualified lead to closed deal will improve as well.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

SEPTEMBER 24, 2013

With two changes announced in the last week, Google is moving to control all online data, from the data used by today’s most innovative online advertising companies to the data B2B marketers need for simple microsites to work effectively. Announcement One: Google AdID.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

JUNE 2, 2011

Ways to improve business or reduce cost that require purchasing your product are only valuable when I’m in market. When I look for information on inbound marketing, I turn to HubSpot, and if I’m looking to work with anyone in the category, HubSpot will be the first company I call. No Investment Required.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

NOVEMBER 6, 2012

No one buys from a company they distrust or pays a premium for a solution they see as a low cost provider. However, marketing automation works with identified audiences only and can completely miss today’s self-directed buyer.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

APRIL 17, 2013

Each makes an impression, each has a cost and each can be scaled to some degree. Any false perceptions created by sales and marketing activities are blown away, replaced by the real experience of working with you. The Spectrum of Marketing. A mobile banner? A television spot? A white paper? Talking to a salesperson?

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

MAY 24, 2011

Lower cost, reduce risk, increase visibility. It is sized for my business, it works in my environment. We don’t want to be sold. When we expect a sales pitch, we put our defenses up, or just turn away. We always need solutions to challenges. Your solution does that, right? The problem is, everyone else’s does too.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

JUNE 26, 2012

Depending on the definition, the cost of a lead may be 50 cents or $1,500. If you are using these terms, particularly if there are new people on your team or you work with agencies or consultants, stop and take a minute to clarify what you mean. If you are talking about leads and lead generation, setting the definition is critical.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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. I work with B2B clients on media and integrated marketing programs. In the enterprise software market, we see the rise of SaaS or Anything-as-a-Service offerings competing with traditional enterprise providers.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

JUNE 29, 2011

If the audience measurement companies step forward with lower cost solutions to measure audience impressions, it will be a valuable outcome. But standardizing on metrics that work for everyone will just create another click rate, a metric whose only value is its standardization and that does not represent a meaningful measurement for anyone.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

JUNE 30, 2011

Others will acknowledge the value, but question if it justifies the increased cost. I work with B2B clients on media and integrated marketing programs. Organic social media is slower and it requires more time and energy. Some will question if the resulting community is really more valuable. Naturally, it is organic.

Social Media 100

Social Media Organization Terms and Conditions Media 100

Digital B2B Marketing

DECEMBER 19, 2013

Through our connections to every major exchange, we evaluate billions of impressions across millions of sites every day to find the exact audience and inventory you need at a fraction of the cost you would otherwise pay.” Cost-effective, constantly optimized, highly targeted. The Real Reason It Didn’t Work.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

JUNE 7, 2012

If you are new to B2B marketing, or just have to work with a B2B marketer, these acronyms and abbreviations may help decode the conversation. CPC : Cost per Click. Generally used for paid media programs and calculated media cost divided by clicks. CPM : Cost per 1,000 Impressions. CPN : Cost per Name.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

SEPTEMBER 19, 2013

Nearly every major publisher already has a program or is working on one. Does the quality of the audience, and any cache that comes from having content on Forbes, make up for the high cost of distributing content for these marketers? Native advertising, and more specifically native content publishing, is hot.

Advertisements 100

Advertisements Advertising Research Distribution 100

Digital B2B Marketing

JANUARY 22, 2014

Three clicks and Facebook lets you know there are 42 million people who will meet your criteria and what it will cost to get them to your site. In their view, that’s not the way advertising works. It maps perfectly to traditional consumer (Facebook) or B2B (LinkedIn) audience definitions. ” Those are eye-popping stats.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

JUNE 18, 2013

Once your video is created, your work isn’t done. Outsourcing content is always a shortcut (with cost) option, but what are you looking to accomplish with your content? What other content shortcuts do you see individuals or businesses take that simply don’t work? Easy Content Myth 4: Outsource It.

Content 100

Content Opinions Video Marketing Advertising Agencies 100

Digital B2B Marketing

MARCH 14, 2013

In this case, the machine was feeding work to the people instead of the people feeding work to the machine. Companies that are willing to risk potential machine-driven goofs will see if machines can learn fast enough and if human resource costs can be lowered far enough for the marketing machines to beat the human marketers.

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

OCTOBER 25, 2012

With costs ranging from a $5,000 for a single contributed blog post on established B2B sites to $1,000,000 a year for Forbes BrandVoice program ( source ), placement within editorial can come at a significant premium. Here are three marketers working with Forbes that are getting significant distribution for their content.

Advertisements 100

Advertisements Advertising Content Marketing Advertorials 100