Digital B2B Marketing

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone. For B2B marketers, this environment requires a renewed focus on three elements and one major change. No thanks, I’ll pass.”

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

APRIL 4, 2013

In marketing, and particularly in B2B marketing where we have fewer sources of reliable information, we are all looking for new opportunities for our business. Did it even indicate that they use it in the buying process, or that they just have a Facebook account? Strategy advice marketing advice'

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone. For B2B marketers, this environment requires a renewed focus on three elements and one major change. No thanks, I’ll pass.”

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

APRIL 28, 2011

When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. THECOOLIST : Facebook is completely dominate. In targeted B2B marketing, this same approach will work for breaking into individual targeted accounts.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

OCTOBER 30, 2012

Email alerts, Facebook replies, tweets , Google’s red box, … Everything around us is competing for our attention. 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? If so, can it be shorter? Cut cut cut!

Content Marketing 100

Content Marketing Tips Content Act-On 100

Digital B2B Marketing

AUGUST 7, 2012

Inbound marketing is all about your content, right? If you use the components of inbound marketing I have shared or the common definition centered on content, social and search, content is at the core. During Marketo’s Social Rockstar Tour presentation, they presented two alternatives to content in inbound marketing.

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

Digital B2B Marketing

OCTOBER 15, 2013

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. For most B2B marketers, it isn’t nearly enough. Facebook Ads. And they’re right.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

AUGUST 11, 2011

What would happen to your marketing programs if every channel required explicit opt-in and opting out or unsubscribing was just a click away? On Facebook, it is the only option. Preparing for opt-in marketing requires recognizing your audience is in control. I work with B2B clients on media and integrated marketing programs.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

MAY 27, 2011

Yes, mobile is pervasive, but numbers alone don’t capture how much mobile can change marketing. Many B2B marketers are catching on slowly, distracted by low mobile usage on corporate websites or a limited understanding of how mobile marketing and mobile accessibility contributes to goals. Mobile Changes How We Communicate.

Mobile Marketing 100

Mobile Marketing Blogger B2B Marketing Social Networks 100

Digital B2B Marketing

NOVEMBER 29, 2012

But as devices join you on Facebook, Twitter or other social platforms, are they really becoming social? Your refrigerator won’t just tell you that you are out of milk, it will send you a reminder when you check in on Foursquare at the market.

Work Management 100

Work Management Marketing Management Social Networks Social Media 100

Digital B2B Marketing

OCTOBER 18, 2011

This is a forward looking opinion post on the potential future of digital marketing. With the far-reaching tentacles of Google and Facebook, no digital marketer will be able to approach marketing without engaging in some form of social media. Marketers will lose even more control than they already have.

Social Media 100

Social Media Media Linkedin Landing Pages 100

Digital B2B Marketing

OCTOBER 18, 2011

This is a forward looking opinion post on the potential future of digital marketing. With the far-reaching tentacles of Google and Facebook, no digital marketer will be able to approach marketing without engaging in some form of social media. The future of digital media is social. Although [.].

Social Media 100

Social Media Media Opinions Facebook 100

Digital B2B Marketing

APRIL 11, 2011

Look at Google and Facebook. Time spent on Facebook passed all Google sites in September 2010 (including YouTube), yet Google will capture 44% of 2011 online spending, Facebook will only get 8% , because of the impact of search. In an efficient market, media spend is driven by its impact, not time spent with media.

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Allocation Emarketing Mobile Advertising PR 100

Digital B2B Marketing

JUNE 11, 2014

Digital marketers are getting hooked on reporting bigger numbers, but in the process your marketing may actually be making a smaller and smaller impact. Marketers are making a land grab, including in their reporting big swaths of results that were not driven by their marketing efforts. Here are four common culprits.

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Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 24, 2013

Long-term, these could change the face of online marketing and advertising for almost every company. Not even Facebook comes close. Online advertising companies that use big data in advertising are today’s market darlings. Going forward, marketers will not be able to report on or segment organic search traffic from Google.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

APRIL 26, 2011

Sponsored posts: Sponsored posts, running approximately every other week, are shared on Facebook and Twitter more often than the top banner is clicked, by nearly a 2-1 margin. Editorial articles: There are 96x as many Twitter and Facebook shares on articles as their are clicks on the top banner. the click rate of the top banner ad.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

AUGUST 26, 2013

Although tracking isn’t unusual, most companies don’t make tracking nearly this obvious and it raises a number of questions for LinkedIn users and for B2B marketers: How will LinkedIn’s audience react when tracking is this visible? Will LinkedIn have a privacy backlash similar to what Facebook has faced at times in the past?

Linkedin 100

Linkedin DemandBase Eloqua Privacy 100

Digital B2B Marketing

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone. “Why do you want my email and phone number again? So your sales consultant can contact me? No thanks, I’ll pass.”

Consulting 100

Consulting B2B Sales Marketing Automation Contact Marketing 100

Digital B2B Marketing

JUNE 4, 2013

If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch. Inbound or Content Marketing. Search marketing. Direct Mail. Telemarketing.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

DECEMBER 17, 2013

Stop grumbling about Facebook’s latest blow to marketers. Others have finally jumped on the social media bandwagon, adding their own voice to the marketing cacophony of Facebook. Of course your posts aren’t reaching as many people on Facebook! Media Social Media Facebook print television twitter'

Facebook 100

Facebook Television marketing Branding Brand Identity 100

Digital B2B Marketing

AUGUST 11, 2011

What would happen to your marketing programs if every channel required explicit opt-in and opting out or unsubscribing was just a click away? Here are two ways it might change your marketing. Although it may seem absurd, this question is relevant today, and valuable to consider.

Opt-in 100

Opt-in Social Media Opt-out Social Marketing 100

Digital B2B Marketing

OCTOBER 2, 2012

It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive. This advice leaves B2B marketers looking at what their audience does. Are they on Facebook? However, B2B marketing requires more focus on context.

Advertisements 100

Advertisements Advertising DemandBase CRM 100

Digital B2B Marketing

MAY 7, 2012

At the end of a year, that has likely grown to 250 or 300, plus your tweets, Facebook posts, Pinterest images and more. With content fueling inbound marketing , the content you create can drive results for years. When you start, you probably have 20 or 30 pieces of content.

Budget Programs 100

Budget Programs Social Media Curation Case Studies 100

Digital B2B Marketing

JUNE 11, 2012

B2B marketers are looking for a shortcut to thought leadership , but the shortcut many are taking lead somewhere else completely. According to a recent report on eMarketer , 85% of marketers curate content in order to establish thought leadership! Does sharing someone else’s content make you a thought leader?

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

JULY 28, 2011

Early attempts to include social media in a marketing mix model, even once history is available, will initially struggle because of this. It doesn’t consider the possibility that someone saw a TV commercial and responded by visiting your Facebook page or saw a recruitment billboard and looked up your company on LinkedIn.

Social Media 100

Social Media Media CMO Marketing Mix 100

Digital B2B Marketing

FEBRUARY 23, 2012

Some of the approaches here use Google Analytics or WordPress statistics, the measurement solutions I use here on B2B Digital Marketing. A future post will outline how to find who is sharing your information on Google+, Pinterest and Facebook. The biggest limitation with Twitter is tweets are searchable for less than a week.

Twitter 100

Twitter Linkedin Stats Marketing Analytics Tools 100

Digital B2B Marketing

MARCH 4, 2011

The number is impressive on its own, particularly since only two years ago, Facebook had developed a huge audience but still had almost no revenue to show for it. Facebook is even more important to marketers. Facebook is even more important to marketers. of all US online display dollars, according to eMarketer.

Facebook 100

Facebook Emarketing Digg Stats 100

Digital B2B Marketing

JULY 25, 2013

Today’s marketing simply wouldn’t exist without marketing technology. From marketing automation to demand side platforms to content management systems, technology puts the right message in front of the right person at the right time. You no longer create your marketing communications. The Auto-Responder.

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Eloqua Auto Responder Banners Marketo 100

Digital B2B Marketing

JULY 31, 2013

Last quarter, 41% of Facebook’s revenue came from their mobile user base. As marketers, collectively, our perspective on mobile apps versus mobile web has had the wrong focus. Facebook (with an estimated reach of 76% of US smartphone users). People will find you through friends on Facebook. Google Maps (65.9%).

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 100

Digital B2B Marketing

JANUARY 22, 2014

60% said Facebook delivers the best ROI, 25% picked LinkedIn and just 5% chose Twitter. Facebook Delivers Better ROI Than Twitter. Have you seen how cheap Facebook ads are? Take a look at the ad interface in Facebook or LinkedIn. It maps perfectly to traditional consumer (Facebook) or B2B (LinkedIn) audience definitions.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

DECEMBER 4, 2012

How do you use the value of a like, follower, circler, or similar to improve the value of your marketing and your business? Here are three examples of how marketers will be able to use this information to improve their social media marketing programs. Share your view in the comments below or with me on Twitter (@wittlake).

Wikipedia 100

Wikipedia Social Media Hubspot Sample 100

Digital B2B Marketing

MARCH 4, 2014

LinkedIn has gone Tumblr on us and B2B content marketers are drooling. B2B Content Marketing Will Flood LinkedIn. LinkedIn is already a must-have partner for nearly every large B2B marketing program. So what will B2B content marketers do once they have the opportunity to publish on LinkedIn? You have a Facebook page.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

JUNE 18, 2014

According to many in the digital advertising industry, at some point in the future digital marketing will be so targeted that consumers will want to see the ads. How will marketers do this? Information marketers can use to determine what you are interested in. Data, of course. Does BlueKai Know What Brands I Buy? Your Turn.

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

APRIL 20, 2016

2015 seemed like a breakout year for account-based advertising, with a flurry of account-based advertising offerings hitting the market. Interest in account-based advertising is, no surprise, following the adoption of account-based marketing. Any marketer with a sizable database can onboard data. Your Personal Profiles.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 100

Digital B2B Marketing

AUGUST 16, 2011

I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog. Discuss your view below or with me on Twitter. About Eric Wittlake.

Twitter 100

Twitter Social Media Google Advertising Channels 100

Digital B2B Marketing

OCTOBER 25, 2012

In order to deliver something more memorable than most advertising, marketers are turning to content that tells a story, engages the audience and delivers value. But how do marketers reach a large audience with their content? Here are two examples of publishers offering native advertising opportunities appropriate for B2B marketing.

Advertisements 100

Advertisements Advertising Content Marketing Advertorials 100

Digital B2B Marketing

NOVEMBER 15, 2011

Sadly, B2B marketing sometimes includes some of the same mistakes. Here are three traps from Kim and Kris’s wedding that catch B2B marketers as well. ” Similarly, B2B marketing often includes sweeping claims, but too often they don’t hold up to scrutiny or are controversial at best. Does it have staying power?

B2B Marketing 100

B2B Marketing Advertising Agencies Paid Search Agency B2B 100