Digital B2B Marketing

OCTOBER 4, 2011

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 4, 2011

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

MAY 17, 2012

If you talk to a publisher or lead generation firm, it would seem leads have become a commodity. Nearly every B2B publisher offers lead generation under a broader heading of demand generation. Publisher: Sure, we have a number of programs that will do that! Publisher: No problem, we can do that.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

NOVEMBER 6, 2012

However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. B2B Marketing’s Lead Generation Focus B2B marketers are pitching white papers, webinars and other content at every turn.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

FEBRUARY 4, 2012

Although it has not been publicly announced, it appears QuinStreet has purchased Ziff Davis Enterprise , the publishers of eWeek, Baseline, CIO Insight and Channel Insider (not to be confused with Ziff Davis, the publisher of PC Magazine, or ZDNet, which is owned by CBSi). What About Other Publishers?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

MARCH 7, 2013

Lead generation is still one of the top objectives of enterprise B2B marketers and many B2B publishers continue to propose banners as a way to deliver leads. Publishers that continue to do this are doing a disservice to marketers that don’t know better and are losing the respect of those that do. Remember that.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

JULY 3, 2012

Three weeks ago I published Three Reasons Content Curation is Overrated , my reaction to research published on eMarketer and advice we frequently see about curating content in order to establish thought leadership. Ardath Albee ( @ardath421 ) has a sample to-do list for a content marketer in Show Quantity the Door.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

OCTOBER 29, 2013

Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). Lead generation. Demand generation marketers will split their answers among the last four choices and brand awareness might become the top priority based on this survey structure. Brand awareness.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

JULY 31, 2012

Demand generation , in contrast to lead generation, requires changing what is in your buyer’s mind, not what is in your database. Now marketers need to bring this long-term audience-centric mindset to all lead generation and demand generation activities. Photo Credit: Beach Wood IV by rachel_thecat on Flickr.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Here are a few recently published results: Case 1: Email click rates increased 279%. The results above, all of which were published by Madison Logic , show how just a little more data can make a huge difference, and by extension, just how little relevant data many marketers actually have today. Of course we get it wrong!

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 100

Digital B2B Marketing

FEBRUARY 13, 2012

Once, most advertising was purchased directly from publishers. A New Economic Model Publishers and agencies both missed the opportunity in the early 2000′s to redefine the economic model in digital media. With initiative, these margins could have gone to advertisers, agencies or publishers instead.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

OCTOBER 6, 2011

In addition, some B2B publishers are considering selling data about content consumption on their properties. Publishing. Filed under: Demand Generation. Traditional data appends can capture areas of buying influence and sometimes even buying intent. I work with B2B clients on media and integrated marketing programs.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

JUNE 23, 2011

With the prevalence of personal publishing and peer networks, even information you attempt to hold close is often freely available, published by someone and discoverable through a peer network or a quick Google search. Filed under: Branding , Content , Demand Generation , Media , Mobile , Social Media.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

NOVEMBER 12, 2013

Between $35 and $65 per registration according to statistics recently published by Madison Logic. Over a series of three articles on B2B lead generation, we will look at types of programs or providers, how to measure the success of programs and things you can do to improve the results from your programs. Direct Publisher Buys.

Lead Generation 100

Lead Generation Generation Leads Lead 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. Demand generation 9. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Name recognition will rule.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. Demand generation 9. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Name recognition will rule.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MAY 19, 2011

Google is the gateway to editorial, blogs and content published by you and your competitors. Due to the rise of social media and user generated content, prospects can connect directly with customers, bypassing your careful selection of reference clients. They have not worked with you yet, they have not used your product.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

MARCH 25, 2011

As marketers become publishers in their own right, it is natural they become expert content curators also. link] #sm | 1 day ago Blogroll B2B Marketing Insider Babcock & Jenkins Marketing Lab Chris Koch's B2B Marketing Blog Convince and Convert Lauren Goldstein on B2B Demand Generation Savvy B2B Marketing Blog at WordPress.com.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

SEPTEMBER 10, 2013

Potential providers: Find lists yourself with a list database like NextMark or going directly to a publisher, or you can work through a list broker like MeritDirect or one of many smaller brokers. Lists are generally built with a combination of research and calling and can be built for almost any criteria. for one time use.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

OCTOBER 6, 2011

In addition, some B2B publishers are considering selling data about content consumption on their properties. Publishing Hubspot is a great example of a company becoming an information source in a category. Appending Data Traditional data appends can capture areas of buying influence and sometimes even buying intent.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

DECEMBER 14, 2012

In B2B marketing, and particularly in enterprise technology marketing, publishers lean heavily on email lists for lead generation programs, including whitepaper and webcast promotions. Both directly or indirectly, email continues to be an important vehicle for B2B publishers. How many emails does a publisher send to their list?

Ad Frequency 100

Ad Frequency B2B Webcast Opt-out 100

Digital B2B Marketing

MARCH 19, 2012

Many content development practices are moving towards an editorial calendar, however it is critical to maintain flexibility and continue to encourage publishing timely content. Timely Content is a Key Opportunity.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

DECEMBER 6, 2011

Participate in the Content Community Your company does not exist in a vaccuum, get out and comment on blogs and articles, join forums, and publish on other sites. Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? Think Twylah. Summary Whatever you do, focus on your audience.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Participate in the Content Community Your company does not exist in a vaccuum, get out and comment on blogs and articles, join forums, and publish on other sites. Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? Think Twylah. Summary Whatever you do, focus on your audience.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

AUGUST 23, 2012

Here are examples of issues to watch for: You expect high scoring leads to engage with content on your site or through your emails when your persona indicates they are more likely to look to peers or publishers for information.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

MARCH 15, 2012

This content and experience is discovered through organic search, other people’s social media recommendations and earned coverage from media, analysts and other publishers. In Summary Modern inbound marketing is built around the core of your content and the experience it is wrapped in.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

FEBRUARY 16, 2015

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. In addition, each publisher represents only a tiny slice of the total time your audience spends online.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

DECEMBER 19, 2013

Time and time again, B2B marketers fall prey to a wonderful sounding sales pitch for their demand generation plan that goes something like this: “We use 100′s of data points and sophisticated technology that optimizes every single impression in your campaign. Demand Generation Media banners Demandbase dsp online advertising RTB'

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

MARCH 31, 2011

Rather than publishing great content and developing an audience that wants to hear from you, you blast your message to the limited audience you have and rely on media to distribute your message. The audience of a publisher like ComputerWorld doesn’t care about ACME and isn’t looking for information from ACME.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Demand Generation Agencies 100

Digital B2B Marketing

MARCH 17, 2011

Self-Regulatory Principles are not Enough There are too many unscrupulous networks and publishers that will ignore the principles. Marketers and Publishers Need to be Liable Similar to CAN-SPAM, marketers and publishers will have liability. This goes beyond the shaming threatened by the DMA to member companies.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising CAN-SPAM 100

Digital B2B Marketing

MARCH 24, 2011

In fact, an older Knowledge Storm survey published by Marketing Sherpa showed only 38% consistently provide accurate phone numbers and nearly half don’t even provide an accurate company name. Will you go all the way and remove your registration forms? Theme: Enterprise by StudioPress.

B2B Thought Leadership 100

B2B Thought Leadership Demand Generation Agencies Digg Demand Generation 100

Digital B2B Marketing

APRIL 7, 2011

No other metric is (1) common across all advertisers and publishers and (2) accessible by publishers. itsfriday | 2 days ago Blogroll B2B Marketing Insider Babcock & Jenkins Marketing Lab Chris Koch's B2B Marketing Blog Convince and Convert Lauren Goldstein on B2B Demand Generation Savvy B2B Marketing Blog at WordPress.com.

Click Rate 100

Click Rate Demand Generation Agencies B2B Marketing Enterprise Management 100

Digital B2B Marketing

MARCH 9, 2011

Today, courtesy of pop-up blockers and a better understanding of consumer attitudes towards them, pop-ups are avoided by most marketers, publishers and networks. Part two, with marketing activities still prevalent today, will be published next week. Share this Post: LinkedIn Share Email Share Digg Reddit Print The freshest in culture.

Enterprise Management 100

Enterprise Management Spyware Blast Campaigns Marketing Management 100

Digital B2B Marketing

JUNE 7, 2012

Used both as a pricing model for lead generation media buys and as a performance measurement to compare the cost of leads from various sources. A system for managing and publishing content, often on the web. CPL : Cost per Lead. Calculated as cost divided by leads. LPO : Landing Page Optimization. 3PAS : Third Party Ad Server.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

JANUARY 22, 2014

LinkedIn is easier to deal with than any of the old trade publishers serving that market. In B2B marketing, media buyers just want to put a lead generation form in front of content. Three clicks and Facebook lets you know there are 42 million people who will meet your criteria and what it will cost to get them to your site.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

MARCH 4, 2011

What is shocking is Ziff’s business is publishing, including email. itsfriday | 2 days ago Blogroll B2B Marketing Insider Babcock & Jenkins Marketing Lab Chris Koch's B2B Marketing Blog Convince and Convert Lauren Goldstein on B2B Demand Generation Savvy B2B Marketing Blog at WordPress.com. They should know better!

Enterprise Management 100

Enterprise Management Advertising Agencies Digg Demand Generation Agencies 100

Digital B2B Marketing

MARCH 15, 2011

Thankfully auto-play with audio has been banned in ads by almost every publisher, if you still do this on your.com site, stop. Auto-play Video When you auto-play video in an ad, you assume the audience will be more interested in your message than the content or networking they came for. Theme: Enterprise by StudioPress.

Paid Search Agency 100

Paid Search Agency Ad Frequency Digg CAN-SPAM 100