The Point

Trending Sources

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

through ads on display, video, mobile and social networks. Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

This kind of “social wall” is also commonly used for events to display live tweets as they posted. Origami Logic is a marketing analytics company and a global leader in marketing performance measurement. During the Olympics, many global brands run extensive campaigns, sometimes putting a large percentage of their yearly marketing budget towards these efforts.

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

The Point

– Programmatic display advertising, to reach ideal contacts at targeted accounts via ad networks, perhaps with account- or industry-specific ad creative. In our experience, the most effective ABM campaigns share 4 common traits. integrated – so that targeted contacts see a consistent, cohesive message via multiple channels. – Economic Buyer. – Technical Buyer.

Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

Why or why not? (HS) In some ways, the appeal of ABM is that marketers now have the ability to target individual companies, and decision-makers, through more than just the inbox – for example, through display advertising. The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

Targeted display advertising is an obvious candidate, but social media is also an intriguing possibility. More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing. Outbound is the New Inbound. For the last five years or so, inbound marketing and demand generation have been virtually synonymous.

Research Report: Lead Gen Not as Easy as Marketers Think

The Point

I just returned from a few days at Dreamforce in San Francisco, the annual circus-slash-conference hosted by CRM leader Salesforce.com, and was struck by the wave of technologies on display that centered on analytics. Just when did demand generation get this complicated? In reality, however, things aren’t quite so convoluted.

How the Answer to One Question Can Tell You How to Market Your Technology

The Point

Commodity products are tailor-made for inbound marketing: SEO, paid search (SEM), content marketing, online display advertising. One of the first questions I ask any prospective technology client is the following: “Imagine your product on a spectrum. Which end of the spectrum are you closer to?”. How a company answers this question tells me a great deal about two things: 1.

Broad Match is Not Your Friend: Using Match Types to Get More from Your PPC Campaign

The Point

For instance, your ad will not display for a query on “networking software” or “enterprise network software.” Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. With broad match, nearly any search query can trigger your ad as long as your search term is included. This is referred to as phrase match.

PPC 52

5 Best Practices You Can Borrow From This Email Campaign

The Point

It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best practices you can easily apply to your next lead generation campaign. 1. Make the offer look like an offer. The free guide on offer is an ebook, a downloadable PDF. Misleading, you say? Perhaps. Repeat the call to action.

MobileIron Harnesses End-User Demand to Drive Mobile IT Sales Leads

The Point

Spear developed a multi-step demand generation program that combined online text and display advertising, mobile landing pages, social sharing, and automated email response powered by Marketo , MobileIron’s marketing automation platform. If end users want your product, but their IT department makes the purchase decision, can you leverage that demand to drive IT sales leads?

7 Mistakes To Avoid In Your Next Webinar Invitation

The Point

The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. If you must use graphic images in an email (when most email clients won’t display them anyway) at least have them relevant to the topic or the event itself (for example, a headshot of the featured speaker). For example: 1.

3 Crucial Tips for Promoting Live Product Demos

The Point

As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. Let’s face it; a live product demo is a tough sell. So how do you make sure that a demo attracts those critical buyers who are actively evaluating solutions like yours? Here are 3 tips to consider: 1. Sell the demo, not the product.

3 Ways to Make Your Corporate Blog’s Sidebar Work Harder

The Point

These days, however, it’s not enough to simply display a row of icons (RSS, Tweet, Email) and expect the reader to act. Want a simple way to have your corporate blog show measurable results? Take a hard look at your sidebar. Here are 3 techniques guaranteed to make an impact: 1. Promote subscriptions prominently. Offer downloadable content. Increased Developer Productivity. Download Now.

RSS 53

Top 10 Tips for Better Email Templates

The Point

Plus they display more information at a glance (i.e. You’ll have less control over font display, but as HTML, your headline will always be visible, even with images turned off in Outlook. 6. The success of an email campaign depends on a number of variables, chief amongst them the quality of your list and the attractiveness of the offer. But one other element plays a key role even before you write one word of copy: the design template. However, if the creative foundation for those campaigns is suspect, even the best technology simply results in a faster time to failure.

How Much Copy Do I Need On My Landing Page?

The Point

Online display ads, text links, and PPC (search) ads impart very little information. An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal. Short and sweet is the way to go.

5 Mistakes to Avoid in Your Next Email Campaign

The Point

Worst crime on display here: the offer is completely buried. Can a campaign about how to improve email design be a prime example of how NOT to design an email? If it’s the campaign below, received this week from Lyris , an email marketing software company, the answer is (in the view of this blogger): yes. First, almost the entire phrase is a marketing cliché: optimizing, productivity, ROI.

Do Email Open Rates Really Matter?

The Point

When the client or browser used to display the email requests that image, then an “open&# is recorded for that email by the image’s host server.&#. Open rates are generally paid more attention than they’re due. The ugly truth is this: an open rate is NOT an accurate measure of how many people opened or read an email, neither is it an absolute measure of a subject line’s success.

7 Lead Gen Techniques I Learned From My Junk Mail

The Point

But the very fundamental direct marketing principles on display here [.]. Sometimes it pays to look outside your normal circle of peers for inspiration. Here’s a postcard I received recently from the Washington State Department of Fish & Wildlife. What do fishing licenses have to do with B2B demand generation? Not much.

B2B 2

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

b2b display advertising b2b marketing marketing automation terminus Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components. Despite my best efforts, and much cooperation from Adobe, I’m sure it still misses many nuances of how Adobe components do or don’t work together. email-based targeting. sales stages.

Paid Advertising 101: Understanding Search and Display Advertising

Synecore

Search and display advertising on major platforms like Google AdWords and Bing Ads (Yahoo!/Bing In fact, businesses of all sizes and industry segments not only use paid advertising formats like search and display to generate new leads, but also rely on tools like ad retargeting (aka remarketing) to convert existing leads into paying customers. year over year. Read on. Bing Network.

Digital Display Advertising in the Data Analytics Age (with Jennifer Davis, VP Marketing and Product Strategy at Planar Systems)

Crimson Marketing

Tracking data, identifying buyers and following leads throughout the entire sales cycle has become a conventional practice, even in areas like digital display signage. Display Data: The importance of martech in collecting user engagement data is not lost in the world of video displays. Marketing Technology Podcasts #advertising #digital display data analytics

Online Display Advertising, Targeting, and Capturing Leads

NuSpark

A Look at Online Display Advertising for Lead Generation. It’s time to take another look at online display advertising strategy now that Google has revamped its ad planner tool; now calling itself the Google Display Network Ad Planner, and eliminate site research from non-GDN sites. The role of online display can be huge if executed properly and tracked accordingly.

Are Display Ads Worth Your Time? [Flowchart]

Hubspot

There are a lot of reasons to avoid display ads. In recent years search, social, and video ads have cruised past display as the go-to ad format for digital marketers looking to give their campaigns a boost -- and for good reason. There’s not much to love when you look at display ad performance in aggregate. There's evidence that display is undergoing a bit of a renaissance.

20 Display Advertising Stats That Demonstrate Digital Advertising's Evolution

Hubspot

When display advertising first surfaced in the world of marketing, many marketers were left with a bad taste in their mouth. As technology advanced, we started looking at display advertising -- digital advertising in general, really -- in a new light. To learn how to make display advertising actually work for you, download our free guide here. What Is Display Advertising?

5 AdWords Hacks to Ramp Up Your Display Ads

Modern B2B Marketing

In this blog, I’ll share some effective AdWords Display tricks with you that not many people know about. But before we get into how you can create your own AdWords Display Network plan , you need to understand the key difference between AdWords Search and AdWords Display. hese are the five AdWords Display hacks you won’t find outlined in user manuals : 1. Tools. Tickets.

The Complete Display Ads Overview For B2B Marketers

bizible

Display advertising is a bit of a mystery. You have countless referral sites and it is entirely onerous to track the opportunities and revenue generated from each display ad. But this doesn’t have to be the case with display ads in B2B marketing. We’ll also talk about getting transparency into your display advertising so you can see its true impact on revenue.

10 Horrifying Stats About Display Advertising

Hubspot

We are biased inbound marketers at HubSpot, and normally I ignore many of the stats I see about display ads because I know their engagement rate is incredibly low: The average banner ad has a 0.1% 10 Shocking But True Display Advertising Stats. Only 8% of internet users account for 85% of clicks on display ads (and some of them aren''t even humans!). So here they are. seconds.

Display Advertising Is Broken Says Agency CEO

B2B Marketing Insider

The post Display Advertising Is Broken Says Agency CEO appeared first on Marketing Insider Group. 22% of UK adults now use ad blockers online, according to the latest figures released by IAB/YouGov. ComScore study found that 10% of US consumers are already using ad blocking. Worldwide, there are approximately 200 million monthly active users of ad blockers. Content Marketing

Online Display & Social Media, Branding & Attribution- Affects on Conversions

NuSpark

Marketers have for years been struggling to determine how online display campaigns contribute to sales, conversions, and branding. The industry has made great strides with research initiatives and attribution modeling to determine how online display, and also social media and other internet marketing channels, contribute to “lift.” Rebook? We know better, don’t we? Nielsen/Vizu.

Online Display & Social Media, Branding & Attribution- Affects on Conversions

NuSpark

Marketers have for years been struggling to determine how online display campaigns contribute to sales, conversions, and branding. The industry has made great strides with research initiatives and attribution modeling to determine how online display, and also social media and other internet marketing channels, contribute to “lift.” Rebook? We know better, don’t we? Nielsen/Vizu.

Targeting B2B Companies with Online Display and Social Media Advertising

NuSpark

With all of the emphasis on search marketing and social media with regard to b2b digital internet marketing strategies, I have been writing lately on online display advertising, covering such topics as retargeting and demand side platforms (DSPs).  Therefore, this is my third and final post in this series on display advertising targeting opportunities. Really. . LINKEDIN. FACEBOOK.

Is Display Advertising Really in Trouble?

Hubspot

wouldn’t suggest sounding the death knell for display advertising just quite yet, however. Even with these predictions of doom and gloom from some marketers the investment in display advertising continues to grow. Why are Some Marketers Complaining About Display Advertising? So those marketers attempting to use display advertising to distribute top funnel content are correct.

How to Choose the Right Display Advertising Network

Vertical Response

You’ve decided to spend some money on online display advertising to help drive your business. Many people have the perception that online display advertising is difficult and choosing an ad network can seem daunting. Some networks also have additional offerings other than just online display advertising. SEO/SEM Ad Network Display online display paid search PPC SEM

A Look at Google Display Network Data over the Past 365 Days

Fathom

decided to look at Google Display Network (GDN) placements over the past 365 days. Which placements accounts for the highest costs within the past 365 days on the Google Display Network? The post A Look at Google Display Network Data over the Past 365 Days appeared first on Fathom. We’ve definitely seen a mixed bag in terms of conversion performance on a client by client basis.

Are Display Ads Worth Your Time? [Flowchart]

Opentopic

There are a lot of reasons to avoid display ads. In recent years search, social, and video ads have cruised past display as the go-to ad format for digital marketers looking to give their campaigns a boost — and for good reason. There’s not much to love when you look at display ad performance in aggregate. People don’t generally click. Cognitive Technology Cmo cognitive technology

Why Good Content Will Always Beat Display Ads

ScribbleLive

The stats paint a pretty bleak picture: Online display ads draw a .1% The post Why Good Content Will Always Beat Display Ads appeared first on Visually Blog. click-through and 40% of those clicks are made by mistake; plus, only 8% of all Internet users account for 85% of all ad traffic. As online advertising flounders, eMarketer predicts content marketing spending is expected to increase from $112 billion to $300 billion in the next four years. What do these numbers suggest? Two-thirds of marketers say they’re going to increase their native ad budgets in 2015. Design

A Tour of Online Display Advertising; DSP, DMP, RTB, Ad Exchanges

NuSpark

The low CTR of banner ads should never be the only measure of online display effectiveness.  By using analytics tools, you can measure reach, frequency, attribution, and affect on conversions.  Here’s an amazing chart detailing the major players in online display advertising.    . My friends at WPP put together this nice diagram of how display works.  .  . DEMAND SIDE PLATFORM.

Facebook and Google Going Big on Online Display Ads

It's All About Revenue

Digital Future in Focus for 2012 on Friday and it showed big brands are pushing online display ads hard. In the last quarter of 2011, 145 advertisers delivered more than 1 billion display ad each, a 38% increase over the year before. But the growth in online display advertising isn’t just due to Google’s deep pockets. You’re not imagining things. ComScore released its U.S.

Buying Online Display; Click-through Rate & Conversion Considerations

NuSpark

The online display industry has gone through significant changes over the years.  Unless you have a compelling offer that drives audiences to lead capture landing pages, the CTR is a misleading stat when it comes to measuring performance.  If you are running display campaigns, and showing a typical 80-90% bounce rate, you have a reason to be concerned.  Display Targeting with Google.

5 Steps to Set Up, Launch, and Manage an Online Display Campaign

Marketing Action

Today, there are more than 30, which include paid search, social media, mobile apps, online display and a few dozen more. With that in mind, we thought we’d take a dive into one of the more important channels – online display – and show you how to set up, launch and manage a campaign of your own. What is online display advertising? Why choose display advertising?