Digital B2B Marketing

JULY 26, 2011

For an example of this influence, see the bio I use on Twitter. I enjoy working through conceptual problems and tend to digress to the theoretical. For example, I was one of the first people at any of the large ad agencies to place an online exchange buy from one of the first fledgling trading desks. Food is important.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

APRIL 2, 2013

In short, they get the benefit of much of the work your other marketing efforts did. The conclusions are true because of the system marketers are working within. The solution isn’t simple. Is your entire organization, not just the marketing department, ready to change how you measure marketing?

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

DECEMBER 15, 2011

All marketing is integrated, even if it is unintentional, poorly done or working against itself. Here are two examples that will be familiar to people involved in online advertising in the last decade: 1. 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 14, 2011

Here are examples of thought leadership marketing I have seen: Company 1. Company 3 is an example of what happens when marketing is charged with positioning a company as a thought leader without support of the broader organization. I work with B2B clients on media and integrated marketing programs. About Eric Wittlake.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

OCTOBER 15, 2013

Alternatively, check out the work BlitzMetrics is doing for some B2B marketers. GaggleAMP and Addvocate are examples of platforms that make it easier to include your partners and employees in your content distribution and for you to monitor and track results. StumbleUpon Paid Discovery. Employees and Partners.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

JANUARY 9, 2014

I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. Blunt truth about what works, what doesn’t and what really happens behind the scenes. I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue.

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

JANUARY 31, 2012

Consider, for example, the Cisco Cius tablet for business, which some publishers have listed as a top product failure of 2011. Ardath Albee’s ( @ardath421 ) post What Happens When Inbound Marketing Works illustrates this nicely. New Releases. Educated Buyers. In Summary Make sure your product or service is ready.

Business 100

Business B2B Sales Paid Search Agency Startups 100

Digital B2B Marketing

NOVEMBER 6, 2012

Here are three examples from magazines or proposals that are within arms reach on my desk. However, marketing automation works with identified audiences only and can completely miss today’s self-directed buyer. In a recent logistics magazine, 60% of the full page ads are lead generation focused.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

MAY 29, 2012

Scenario 1: Growing an Account Without Intros You work with one division of a Fortune 50 company and are looking to grow the account into other divisions. All of the discussion and setup happened on Twitter, so the scenarios and responses are light by necessesity, yet they show a range of very specific possible solutions.

Work Management 100

Work Management B2B Marketing Marketing Management B2B 100

Digital B2B Marketing

JUNE 14, 2011

Here is how you can use this information, using my own account Twitter account as an example: My target audience is marketing. 38% work in the marketing and advertising industry. I work with B2B clients on media and integrated marketing programs. 40% of clicks are from micro companies. About Eric Wittlake.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

MAY 24, 2011

It is sized for my business, it works in my environment. Here is a great example of an unsolicited solution delivering results: From the Babcock & Jenkins blog: Qwest Enterprise Marketing ROCKS Their Targeted Accounts. You have a solution for me. You respect my time. 42% of companies responded to the program.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

OCTOBER 6, 2011

Hubspot is a great example of a company becoming an information source in a category. I work with B2B clients on media and integrated marketing programs. In addition, some B2B publishers are considering selling data about content consumption on their properties. Publishing. About Eric Wittlake. Filed under: Demand Generation.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 18, 2012

Until you know who you are targeting, you cannot identify the publications, sites or ad networks you should be working with. Here are a couple examples of how B2B target audiences are generalized for advertising: Juniper targets companies with large data centers. B2B advertising begins with the target audience.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

APRIL 29, 2014

Here are just a few examples: Since launching in 2010, Content Marketing Institute has a built a professional services business by establishing its own content brand. There is still a short-term opportunity for native publishing, but long-term the best marketers will work to build their own audience. You can too.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

JUNE 26, 2012

” To some people, this is an example of integrating their disparate marketing efforts. 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. Clarity is critical. Should it link to somewhere?”

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

AUGUST 23, 2011

Example: Alienware targets gamers. I work with B2B clients on media and integrated marketing programs. In social media, your interaction and content must focus on your preference segment. Your position may alienate some. That is OK. You are connecting with your audience, not the broader market. About Eric Wittlake.

Social Media 100

Social Media Buy Media Pricing 100

Digital B2B Marketing

NOVEMBER 3, 2011

Passionate supporters are not passionate about this change , Dan and Dino will need to do more of the work this time. For example, it needs to be easier to edit tweets and control the final tweet. Dan and Dino can use their privileged position as Triberr founders to help distribute their story through Triberr.

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 100

Digital B2B Marketing

JUNE 30, 2011

A great example is Tom Johansmeyer’s article, Accelerate Growth: 5 Secrets to Achieving Organic Social Media Growth. 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.

Social Media 100

Social Media Organization Terms and Conditions Media 100

Digital B2B Marketing

JANUARY 19, 2012

How “Google, Plus Your World” Works: A Brief Summary Google, Plus Your World adds search results from your circles to Google’s traditional search results. Example: Included in search results for “best cars” because it was shared by Ford on Google+: Ford.com.

Google 100

Google SEO Brand Identity Branding 100

Digital B2B Marketing

FEBRUARY 16, 2015

It comes from the people who are hands on, doing the work in a wide range of situations. Like many of the people I work with at publishers, Toby works on more programs in a month than many of us work on in a year and that position gives him first hand insight into what is working, and what isn’t, at scale.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

NOVEMBER 7, 2013

My colleague Tom Bacon also contributed a number of examples. 60dayMBA’s account provides a great example of what you see in the favorites of accounts using favorite spam: repeated favorites of similar and apparently low-quality tweets, likely triggered just by keyword searches. 139 favorites per day. Managed by @AmandaMaks.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

OCTOBER 25, 2012

Here are two examples of publishers offering native advertising opportunities appropriate for B2B marketing. ” Here is an example from Light Reading’s homepage: Native Advertising is a relatively new term but it is not a new idea. .”

Advertisements 100

Advertisements Advertising Content Marketing Advertorials 100

Digital B2B Marketing

JUNE 3, 2014

In B2B marketing and many high-ticket B2C categories, this is the way content marketing often works today. This was a perfect example of transactional content marketing. Common examples include: A newsletter is a classic relationship. Transactional Content Marketing. But I didn’t want the barrage of emails and phone calls.

Content Marketing 100

Content Marketing Ad Exchange Webcast Banner Ads 100

Digital B2B Marketing

AUGUST 19, 2011

The filters I use, for example, remove some of the noise created by Klout’s +K. For example, if you are not interested in checkins or already see them directly in location apps, filter those applications. I work with B2B clients on media and integrated marketing programs. Applications. About Eric Wittlake.

Twitter 100

Twitter Work Management CAN-SPAM Social Media 100

Digital B2B Marketing

JANUARY 20, 2014

These are listed in the order of adoption that makes sense for the majority of B2B marketers I’ve worked with over the last few years. If you work for a hospital and visit IBM.com, it would be very unnatural if the entire homepage was about hospital and healthcare provider research and solutions. Better Ways To Use Data.

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

SEPTEMBER 6, 2011

Doing something that doesn’t work is learning. Continuing to do something that doesn’t work is lunacy. For example, if you expect a $20,000 search program to deliver 400 registrations and $5,000 has been spent to date, compare your actual registrations to 100. Your plan is the result of your passion.

Optimization 100

Optimization B2B Marketing Campaigns Planning 100

Digital B2B Marketing

APRIL 14, 2011

It took less than 10 seconds for the perception they had worked to develop over nearly two years to unravel. Here are two excerpts from the email chain, modified slightly to protect the identity of the company (this is an example , not a vendetta): … give them more than one week. And it was damning.

Paid Search Agency 100

Paid Search Agency Companies Opinions Vendors 100

Digital B2B Marketing

FEBRUARY 25, 2013

Every single marketing touchpoint should be working together. Executed well, it is a great example of 1 + 1 + 1 = 5. Integrated marketing is hard. However, integrated marketing isn’t an exact science, there is not a simple litmus test that tells you if your marketing is integrated.

Landing Pages 100

Landing Pages Mobile Advertising Touchpoints Mobile Marketing 100

Digital B2B Marketing

MARCH 1, 2011

Step Four: Learn and Apply Learn from what is working, and from what isn’t. For example, a site with high audience quality measures (bottom right box) is reaching the right audience. It balances quality and efficiency, and it is easy to expand on (for example, try using reach and unique metrics for quality measures).

Advertisements 100

Advertisements Advertising Planning B2B Thought Leadership 100