Remove differences work

Digital B2B Marketing

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How Google Is Killing Native Advertising

Digital B2B Marketing

Google requires publishers to disclose paid content in sitemaps and treats paid content, including the Forbes BrandVoice articles I looked at, differently than editorial content. The difference on a site like Forbes can be thousands of pageviews on each article. In short, when publishers and advertisers work together to trick readers.

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Banners Don’t Drive Leads in B2B Marketing

Digital B2B Marketing

Ok, here are how the numbers work out for different banner approaches targeting enterprise B2B audiences. Retargeting works for two reasons other banner tactics cannot replicate: It is your exact audience and they are already aware of you and have engaged with you. Banners don’t drive leads. Remember that. Still reading?

Banners 100
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Digital Marketing’s Massive Measurement Lies

Digital B2B Marketing

No wonder 8 in 10 CEOs don’t trust the work marketing is doing. In one day our reported results increased by an order of magnitude across nearly every client we were working with. It is time instead to focus on understanding the difference marketing actually makes in your business and then start improving those results.

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Does B2B Content Marketing Really Help Buyers Buy?

Digital B2B Marketing

The Buyer’s System Works Today Your prospect’s business works without you. Your solution isn’t the difference between a spiral into obsolescence and a viable ongoing business. If it didn’t, they would already be out of business. is the length of the sales cycle.

Buy 100
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No, Content Will Not Kill Advertising

Digital B2B Marketing

Comparing different parts of the marketing spectrum is like comparing visible light to X-rays; “better” is entirely dependent on your purpose. ” Although I believe marketing should have made a difference, this perception from sales reflects the fact that in B2B, sales is able to close even when marketing hasn’t helped.

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Content Marketing and Choose Your Own Adventure Books

Digital B2B Marketing

I could read them for hours, choosing different paths and seeing each outcomes unfold. Make Choices Specific and Different. Links to a webcast and white paper on the same topic do not give your audience two different paths, only two different formats. I work with B2B clients on media and integrated marketing programs.

Planning 100
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Are You Ready for Change?

Digital B2B Marketing

We live, work and market in a dynamic, changing world, and we expect our plans change and embrace change when it comes. Are you ready to have your final 2014 plan, 12 months from now, look completely different from what you invested your blood, sweat and tears into getting approved? Our Marketing Must Change.

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