Digital B2B Marketing

JULY 28, 2011

KMart’s CMO made waves recently by saying TV, and other traditional channels, are easier to measure than social media. Social media proponents responded, defending social media’s measurability and highlight the data social media provides. CMO at KMART says TV is easier to track than social. I disagree.

Social Media 100

Social Media Media CMO Marketing Mix 100

Digital B2B Marketing

FEBRUARY 23, 2012

Have you ever wondered who is sharing your blog posts or other content on social media sites but don’t have access to expensive social media monitoring applications that can tell you? A future post will outline how to find who is sharing your information on Google+, Pinterest and Facebook.

Linkedin 100

Linkedin Twitter Stats Marketing Analytics Tools 100

Digital B2B Marketing

MAY 1, 2012

To ramp up quickly, identify opportunities that emulate or create inbound marketing from your audience’s perspective , before you have the social footprint, recognition, audience and search presence necessary to sustain your inbound program.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

JULY 17, 2013

You think the idea of talking to a brand on Facebook is completely natural. You believe in advertising as a force for social good. You wake up panicked by the decrease in global Facebook members. Social Media' You refer to your grocery list as a shopping strategy. You see a content opportunity in everything. Image source.

Planning 100

Planning Banner Ads Banners Ad Exchange 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Today, 70% of research starts with search and 65% of buyers turn to social media during the purchase process (statistic on slide 10). Traditional media properties continue to be major traffic drivers and that traffic can kickstart social sharing and linking.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 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? Although it may seem absurd, this question is relevant today, and valuable to consider. Here are two ways it might change your marketing.

Opt-in 100

Opt-in Social Media Opt-out Social Marketing 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Today, 70% of research starts with search and 65% of buyers turn to social media during the purchase process (statistic on slide 10). Being recommended (social media). Traditional media properties continue to be major traffic drivers and that traffic can kickstart social sharing and linking. Being discovered (search and PR).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

AUGUST 26, 2013

Will LinkedIn have a privacy backlash similar to what Facebook has faced at times in the past? Will LinkedIn use this information to refine the companies to follow suggestions, boosting company following and increasing the value of corporate social media activity on LinkedIn? News Social Media Demandbase eloqua LinkedIn video'

Linkedin 100

Linkedin DemandBase Eloqua Privacy 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 reality, time and spend should never have been compared.

Allocation 100

Allocation Emarketing Mobile Advertising PR 100

Digital B2B Marketing

APRIL 26, 2011

Social media links: Even though it is below the fold, the click rate on a link to the client’s Twitter account is 2x the top banner ad. 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.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

AUGUST 7, 2012

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. However, it isn’t the only viable approach.

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

Digital B2B Marketing

APRIL 4, 2013

If new research says B2B buyers rely on social media, dig into the survey. Just how was social media defined? Did it indicate how important social media is in the buying process? Did it even indicate that they use it in the buying process, or that they just have a Facebook account?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

JUNE 4, 2013

Social Media Advertising. Social media advertising isn’t targetable or scalable enough in many B2B markets to make the list above, but with recent updates from Facebook and rumored changes pending from Twitter, that may change. However, for most B2B marketers, banners don’t drive leads cost effectively.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

OCTOBER 15, 2013

Optimizing your content for search and distributing it through your own social and email channels is just the starting place. Social Advertising. Facebook Ads. Facebook’s targeting options for B2B marketers are far better than many people give it credit for. And they’re right. So what else can you do?

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

OCTOBER 16, 2012

We have all turned to Google or social media and discovered things that are completely useless or misleading. If it was posted by a friend on Facebook or at the top of organic search results, it was an organic part of the experience they were directing. Outbound marketing is about interruption. Inbound marketing is about discovery.

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

JUNE 11, 2014

According to Wordstream, the #1 and #2 keywords based on search volume are facebook and youtube. The top 25 includes google, hotmail, facebook login, yahoo, ebay, yahoo mail, craigslist, aol, gmail, and amazon. Sorry to break it to you, but brand followers on social media have the same bias. View-through Reporting.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

OCTOBER 30, 2012

Email alerts, Facebook replies, tweets , Google’s red box, … Everything around us is competing for our attention. Keep Attention If being brief was enough, marketers would ditch traditional content and turn exclusively to social media. Distraction is constant in our technology and communication-fueled lives.

Content Marketing 100

Content Marketing Tips Content Act-On 100

Digital B2B Marketing

MAY 27, 2011

Smartphones are used walking down the sidewalk and waiting in line as email, social networks or media capture a portion of our attention. We are not just on Facebook on our mobile devices. Now, with high resolution screens and simple navigation, mobile devices have become primary media consumption devices.

Mobile Marketing 100

Mobile Marketing Blogger B2B Marketing Social Networks 100

Digital B2B Marketing

DECEMBER 4, 2012

Dan Zarella and Hubspot gave the “what is your social media audience worth” pot a good stir last week. One day many businesses will put a value on their social media audience, if it is in the form of monthly impact to their business or the average value of an audience member. via Wikimedia Commons.

Wikipedia 100

Wikipedia Social Media Hubspot Sample 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! Social: Twitter Click Rates Are Falling.

Facebook 100

Facebook Television marketing Brand Identity Branding 100

Digital B2B Marketing

NOVEMBER 22, 2011

When you care about your position in Google search results, you begin to care about backlinks, keywords, titles, headings, copy, social signals, Danny Sullivan and Matt Cutts. The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result.

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

NOVEMBER 22, 2011

When you care about your position in Google search results, you begin to care about backlinks, keywords, titles, headings, copy, social signals, Danny Sullivan and Matt Cutts. The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result.

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

AUGUST 16, 2011

Filed under: In Theory , Social Media. 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.

Twitter 100

Twitter Social Media Google Advertising Channels 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. Subscribe to Email Updates @Wittlake on Twitter Stats: Only 28% of social media marketers outsource any social activity.

Facebook 100

Facebook Emarketing Digg Stats 100

Digital B2B Marketing

JANUARY 22, 2014

You learn that media buyers have put a bit of social lipstick on their buys but they still don’t understand the potential of social media, the importance of content, and so much more. 60% said Facebook delivers the best ROI, 25% picked LinkedIn and just 5% chose Twitter. Facebook Delivers Better ROI Than Twitter.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

JULY 1, 2013

Have you felt like social advertising just wasn’t right for your B2B marketing? This looks like the most compelling social advertising offering yet for B2B marketers. With great targeting options, LinkedIn was compelling, but advertising opportunities didn’t fit the increasingly social framework of LinkedIn.

Cost Per Click 100

Cost Per Click Linkedin Advertisements Advertising 100

Digital B2B Marketing

MARCH 28, 2011

In fact, they question if Twitter is more of a broadcast medium than a social medium. Twitter may not be a social network if Facebook or LinkedIn define social networking. In doing so, Twitter is the first major social media platform that doesn’t merely extend existing connections. Views expressed are my own.

Twitter 100

Twitter Social Marketing B2B Marketing Broadcasting 100

Digital B2B Marketing

JANUARY 8, 2013

(Stats from this Mashable article ) Google’s Fatal Google+ Errors While Google has effectively tied Google+ to services and features (such as Hangouts on Air), today it has no hope of becoming a competitive social network. Advantage: Facebook, and every other network except Google+. Here is why: There is no Google+ identity.

Google 100

Google Social Networks Network Marketing Stats 100

Digital B2B Marketing

MARCH 4, 2014

As a marketer, you will need to pay on LinkedIn, just like you do on any other social platform, if your content is going to be widely seen. As more marketers get on board, competition for space in the stream will increase and just like we have seen recently with Facebook, visibility of your content will decrease. Get Ready To Pay.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

SEPTEMBER 27, 2011

“Why do you want my email and phone number again? So your sales consultant can contact me? No thanks, I’ll pass.” ” 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. The problem [.].

Consulting 100

Consulting B2B Sales Marketing Automation B2B Marketing 100

Digital B2B Marketing

AUGUST 16, 2011

Twitter is not a communication channel, it is a platform that allows each of us to create and evolve our own custom communication channel. If Twitter is not working for communication, it is not a problem with Twitter. As a platform, Twitter is developing and our behavior reflects its infancy, with the full spectrum of [.].

Twitter 100

Twitter Advertising Channels Social Media Facebook 100

Digital B2B Marketing

JUNE 21, 2011

I fell for it , the numbers on the share buttons fooled me two months ago when I wrote Which Social Network is Right for B2B Marketing. With LinkedIn’s valuation soaring like its the next Fortune 500, you have to ask, if we are not sharing on LinkedIn, is LinkedIn really a major social platform?

Linkedin 100

Linkedin Content Ideal Customer Profiles Aggregators 100

Digital B2B Marketing

OCTOBER 25, 2012

For purposes of this article, we are focused on native advertising within traditional editorial publications, not native advertising formats used by social media platforms like Twitter and Facebook. Here are two examples of publishers offering native advertising opportunities appropriate for B2B marketing. Does your content measure up?

Advertisements 100

Advertisements Advertising Content Marketing Advertorials 100

Digital B2B Marketing

NOVEMBER 15, 2011

You see this impact in social media pilots started without a commitment. The result is twitter accounts, facebook pages or blogs that have been abandoned or nearly abandoned by companies that were not committed to social media. Sadly, marketing often suffers from a similar lack of commitment. Or Modernista! , Modernista!

B2B Marketing 100

B2B Marketing Advertising Agencies Paid Search Agency B2B 100

Digital B2B Marketing

NOVEMBER 15, 2011

You see this impact in social media pilots started without a commitment. The result is twitter accounts, facebook pages or blogs that have been abandoned or nearly abandoned by companies that were not committed to social media. Sadly, marketing often suffers from a similar lack of commitment. Or Modernista! , Modernista!

B2B Marketing 100

B2B Marketing Advertising Agencies Paid Search Agency B2B 100

Digital B2B Marketing

JULY 19, 2012

Look at Social Media Engagement Is the site driving sharing on Twitter, LinkedIn or Facebook? See Who Advertises Are there a number of ads clearly targeting a very different audience? The site may not be the right target (or it may be a hidden gem) and is worth looking at closely before committing.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Tips 100

Digital B2B Marketing

MARCH 24, 2011

While social sign-on case studies in B2B are limited, initial results are impressive. With social sign-on, you may not receive as much information, but you are nearly assured the information will be usable. Subscribe to Email Updates @Wittlake on Twitter Stats: Only 28% of social media marketers outsource any social activity.

B2B Thought Leadership 100

B2B Thought Leadership Demand Generation Agencies Digg Demand Generation 100