Digital B2B Marketing

NOVEMBER 13, 2012

Cost Some data providers will offer free tests to determine both cost efficiency and quality, others will offer discounts or waive minimums to prove the effectiveness of the information they are offering. Look for opportunities to test and prove the effectiveness.

B2B Marketing 100

B2B Marketing B2B Barriers Validation 100

Digital B2B Marketing

FEBRUARY 14, 2012

Or do marketers need to build microsites to support demand generation effectively? Most corporate sites serve too many masters to effectively serve as the demand generation hub. These are some of the questions we tackled on B2Bchat on February 8, 2012, and I had the privledge of moderating the discussion on Twitter.

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 100

Digital B2B Marketing

JULY 17, 2012

It isn’t the right path for everyone, but it is likely an effective path for someone in your market. It is time to stop dismissing marketers that do it “their way” and start embracing effective marketing, whatever the method. Yes, leading with price can devalue your solution.

Pricing 100

Pricing Price B2B Sales Differentiation 100

Digital B2B Marketing

AUGUST 2, 2011

There are four barriers I frequently see that keep companies from adopting effective strategic planning. There is not one magical strategic plan for a business, there are multiple strategies that will be effective for your business (and a few that will not be). Many companies simply do not value marketing strategy.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

FEBRUARY 12, 2013

TV can work for even the most niche B2B marketer, it just won’t be very cost effective. However, they may require putting significant effort into refinement and they may never be as cost effective as other alternatives for you. There are very few marketers that can say ZERO influencers or decision makers use social media.

Social Media 100

Social Media Media B2B Case Study 100

Digital B2B Marketing

AUGUST 22, 2013

Understanding your audience is critical, and personas are one of the most effective solutions, right? Instead of unique and useful insights, you will be capturing information that could be had far more cost effectively by just reading 20 job descriptions on Craigslist. It was a stark reminder of how common bad personas are today.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100

Digital B2B Marketing

MARCH 25, 2013

B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising. 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.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

DECEMBER 2, 2013

You have carefully chosen your partners, negotiated an effective cost per lead and are diligently measuring your results. Content that guides prospects looking to create a short list of solutions can be particularly effective in these programs. You are easily spending thousands on lead generation media programs each month.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

JANUARY 22, 2013

Depending on your audience, you may find using data to target is significantly more cost effective. Your Turn What tips do you have for effectively using imperfect data? Trade sites reach reach students, marketers, vendors and journalists and draw search and social media traffic from a broad audience.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

OCTOBER 4, 2012

Without solid performance measurement, how do you even know if you are managing marketing effectively? With disparate data being collected, overall results cannot be effectively analyzed, optimized and managed. You Don’t! Go Back To Measurement Basics There are good reasons why marketers are not satisfied with their measurement.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 100

Digital B2B Marketing

AUGUST 20, 2013

Pay attention to how your conversion rate changes over time and how it varies by traffic source and landing page to differentiate between improvements in your traffic mix and in the effectiveness of your site. Are You Getting The Right People.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

SEPTEMBER 14, 2011

However, if you are using automation, it likely is having side effects. So why not automate sharing what you already share, and get a few minutes back each day? On the surface, it seems logical. Automation has made your algorithm, primarily your [.].

Automation 100

Automation Content Effectiveness Social Media 100

Digital B2B Marketing

JUNE 21, 2012

But it is the only one I have seen that packages these elements so effectively into a story that transcends the game. Here are two examples of B2B videos that have effectively incorporated some of these elements. Call of Duty 2 is not the only first person shooter game to include futuristic weapons and realistic scenarios.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

Digital B2B Marketing

MAY 3, 2012

Lead Generation vs Advertising: The Strengths Lead generation programs are cost effective because they are solely focused on promoting your content , not the positioning or messaging that will drive demand. Conversely, advertising puts your message in front of your audience.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 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

SEPTEMBER 11, 2012

As someone with a perspective from both sides, I believe Twitter is in a position to overcome this challenge by making a pledge that protects the experience for users while allowing them to develop effective offerings for marketers. Effective options for marketers.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

DECEMBER 13, 2011

How do they effectively communicate results within the organization? What are B2B marketers biggest measurement challenges? What are the trends they are looking towards in 2012? We tackled these and other questions during the weekly #B2Bchat discussion on Twitter on December 8, 2011.

B2B Marketing 100

B2B Marketing B2B Marketing Analytics Tools Twitter 100

Digital B2B Marketing

DECEMBER 22, 2011

Fueled by availability of better data for display ad buying and increased accessibility of these platform, B2B marketers will use these platforms as a cost effective compliment to current online advertising. Real time bidding platforms, ad exchanges and data exchanges will get a real foothold in B2B media buying. Demand generation 9.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

Fueled by availability of better data for display ad buying and increased accessibility of these platform, B2B marketers will use these platforms as a cost effective compliment to current online advertising. Real time bidding platforms, ad exchanges and data exchanges will get a real foothold in B2B media buying. Demand generation 9.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

OCTOBER 15, 2013

Look at these (and other) search engines as opportunities to expand an effective program. Online banner ads are not the most cost effective way to promote your content, with relatively high prices and relatively low response rates versus most of the other options here. Advertising. And there is always advertising. Retargeting.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

JULY 23, 2012

Judging Content Effectiveness How do you measure your content? Can you measure the full impact of social media? If so, you can turn to measurement to address its value. If not, you cannot reliably point to measurement to show it is not valuable. Your Turn Do you have your own answers to add to any of the discussion points?

B2B Marketing 100

B2B Marketing B2B Social Media Twitter 100

Digital B2B Marketing

JANUARY 29, 2013

However, unless other changes dramatically improve the cost effectiveness of your marketing, a reduced marketing budget will take its toll over time. Marketing is in part a relative activity; when a category cuts marketing spending overall, a reduced investment can deliver the same share of voice in the category.

Budget Programs 100

Budget Programs Marketing Budget Marketing Automation Services Paid Search Agency 100

Digital B2B Marketing

OCTOBER 30, 2012

How can B2B content marketers, who are often marketing complex products and need to share a meaningful level of detail, be effective in this environment? We may not have ADD, but we definitely act like it. Be Brief Attention spans are short, your content should be too. Break it up.

Content Marketing 100

Content Marketing Tips Content Act-On 100

Digital B2B Marketing

JANUARY 24, 2012

How do you reach the mass of influencers cost effectively? As a marketer, if you can figure out how to engage enough individuals and have them share your cause, you can turn this mass of influencers into a marketing channel that delivers scale. The challenge is: How. How do you identify them, engage them, and track them?

Peer-to-peer 100

Peer-to-peer Cable Outreach PR 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. Instead, challenges like integration, measurement or keeping up with changes in the market would rise to the top. How did we get here? We said content marketing was cheap.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

JANUARY 3, 2012

Innovative marketers constantly put new ideas into practice, and some of the most effective new ideas quickly become marketing best practices or emerging trends. However, when marketing ideas initially move from early adopters to the majority of marketers, they tend to lose their luster.

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Ardath’s book builds on personas to develop more effective B2B marketing. The perspective on how to determine which personas you need is particularly relevant to, and missing from, many discussions of B2B personas today. eMarketing Strategies for the Complex Sale by Ardath Albee.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

SEPTEMBER 27, 2011

When you insist on registration, you are in effect telling prospects: We don’t want to be involved in the first half of your research. The problem is, your buyer’s process is not built on your email or your phone. According to research, buyers only engage with companies directly during the last 40% of their research process.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

SEPTEMBER 13, 2012

As a marketer, you need to stop staring into the depths of your advertising and make certain the first, and possibly the only, split-second exposure someone has to your ad is effective! How To Make Every Ad Count Your creative needs to deliver your message, even when someone is actively avoiding it or their focus is elsewhere.

Rules 100

Rules Advertisements Advertising Eye-Tracking 100

Digital B2B Marketing

OCTOBER 13, 2011

Instead, they will continue to compete by providing a reliable and cost effective commuting option. Like any organization, TriMet has room to improve, but we won’t see large comfy seats or meal service on TriMet. They know the basis they compete on. Your Turn Do you know the basis you compete on?

Service 100

Service Training Twitter Cost 100

Digital B2B Marketing

AUGUST 28, 2012

As marketing is increasingly integrated with sales, technology and other aspects of the business, marketers need to communicate effectively within the marketing group and across the entire organization. Communicators Communication is critical well beyond creating marketing material. Analytically Inclined Marketing is a data-driven discipline.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 100

Digital B2B Marketing

JULY 24, 2012

Your Turn Can new ways to target your audience and deliver the right message through online advertising make your marketing more effective? Share your opinion in the comments below or with me on Twitter (@wittlake).

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

MAY 9, 2011

Effective Content Marketing. The entire product development and delivery organization needs to be focused on delivering solutions to customer pain points or needs. When the organization is focused on the problems and pains for customers it is solving, alignment will naturally follow. Content is at the heart of how marketing serves.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

OCTOBER 4, 2011

Open Landing Page Results Audience targeting was very cost effective, driving lower cost per page view and a highly engaged audience. In total, audience targeting could deliver the same level of engagement and content consumption for a 35% lower investment.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

SEPTEMBER 27, 2011

When you insist on registration, you are in effect telling prospects: We don’t want to be involved in the first half of your research. The problem is, your buyer’s process is not built on your email or your phone. According to research, buyers only engage with companies directly during the last 40% of their research process.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

NOVEMBER 27, 2012

However, when combined with Bizo’s new offering, it become a cost effective channel. As you can see the chart below, Promoted Tweets by themselves were an expensive lead source (defined here as a net new contact in Bizo’s marketing automation system).

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

DECEMBER 15, 2011

Likewise, search may receive larger budgets because it appears to be far more cost effective than it actually is. The ability of online advertising and TV to lift search results is well documented. DRTV or online display campaigns managed in a silo may be prematurely cancelled. Viewthrough tracking.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100