Digital B2B Marketing

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Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

It comes from the people who are hands on, doing the work in a wide range of situations. thought it was great insight for B2B marketers looking to work with publishers for the first time (and a healthy reminder for many of us). Toby highlighted the tendency many marketers have to run small pilots with a large number of companies and then conclude advertising won’t work.

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LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

This approach will work well for companies that insource their content marketing and have individuals publishing under their own names already. The article has about 75,000 views in less than a day and is a pitch to buy books or training (for as much as $299) to help you land that job. But do it with helpful, not hard selling, content. What should you expect going in? Yikes!

Change Is Overdue

Digital B2B Marketing

And I hope you will help (more on that in a minute). 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’ve had it! I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue.

Two Killer Google+ Mistakes

Digital B2B Marketing

Google tried to kill both birds with one stone and it just doesn’t work. Although I’m interested in your B2B marketing content, circles didn’t actually help me filter it at all. Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. ” However, despite reaching 105.1 Google has users running in Circles.

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Content Marketing Playbook: Strategy and Roadmap

back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. relaunch while working for Group SJR, a content mar- keting agency. Everywhere I had been working felt like. death—’This magazine is going to close,’ ‘We’re working. cultivated every internal asset that could help them. outside help when needed. years prior.

4 out of 5 Marketers are Zombies! [Infographic]

Digital B2B Marketing

It worked 20 years ago (maybe when you were still one of the one-in-five living marketers), that doesn’t mean it will work now. 3. Everyone else is creating infographics, so the folks at, purveyors of discount car insurance, apparently decided an infographic about social media zombies would help them sell more car insurance. What, it’s changing?

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A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

However, establishing thought leadership is a common objective and many B2B marketing organizations continue to work within a campaign framework. Tools like Little Bird can help you identify thought leaders and influencers on Twitter that you may not already be aware of. 7. Situation: Your B2B company is not seen as a thought leader in your industry. It gets you started. Your Turn.

Does B2B Content Marketing Really Help Buyers Buy?

Digital B2B Marketing

In B2B marketing organizations, content marketing aims to help buyers buy. So before you start creating more content to move prospects through your buyers journey, step back and consider how to help prospective buyers buy. The Buyer’s System Works Today Your prospect’s business works without you. Right? Wow, that sounds amazing.

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10 Things You Need to Know About B2B Mobile Marketing

Digital B2B Marketing

You can read the summary here on Storify ) Following are five key facts to help make the case for mobile in B2B marketing and five aspects of mobile marketers need to be aware of. 91% of mobile workers use a smartphone for work. What’s more, many say they would be emotional (59%), disoriented (40%) or distraught (34%) if they worked without a smartphone for a week.

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Staffing and Launching Your Content Marketing Program

success was attributed to work we did months ago. work needed,” he wrote in a blog post. Playbook series—the point where the difficult work. experiences as publishers and the work we’ve done. you excited to come to work every day, pushing you to. to help you get that promotion. We are still working. We want to try and help marketers. So was I.

What Really Happens When Influence Increases?

Digital B2B Marketing

Joe Fernandez of Klout recently said Klout’s goal is to help every person maximize their individual influence. If 50 GRPs a month is working well, 500 GRPs won’t work 10x as well. In summary, the most influential and our personal networks become more influential, but the mass of influencers Klout is looking to help will cannibalize their own influence.

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Why Content Curation Is Not The Answer

Digital B2B Marketing

It sounds good on the surface, but becoming a go-to source and building your reputation through content curation simply doesn’t work for marketers. If it helps you develop your own audience and, ultimately, share your own perspective, then yes. The biggest problem in B2B content marketing is that it requires content. Hallelujah! All your problems are solved! Here’s why: 1.

The More You Share, The Less We Care

Digital B2B Marketing

With that in mind, in early 2012 I determined to test sharing 10 links per work day. Instead, your sharing should be helpful and useful to your audience. It’s true. When people share too much, we tune them out. We only half-listen, or we just walk away. In social media, we do the same thing. In a bad way. On the surface, that seems like a good thing, right? In Summary.

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Marketers Are Dramatically Underreporting Results from Twitter

Digital B2B Marketing

Although has helped, as Twitter becomes more important for marketers, accurate measurement is more important as well. This works for all traffic, not just traffic coming from Twitter. B2B marketers are undervaluing Twitter’s contribution to their business. It is happening because web analytics packages are dramatically underreporting traffic from Twitter. The impact is big.

Content Methodology: A Best Practices Report

It also helps maintain relationships with vendors, agencies, and. suppliers, and can help facilitate corporate communications and build company culture. This virtuous circle is only possible when the company works to build a culture of. The studio helps unify the company around a. work,” Becker said. “We needed to prove that content can improve marketing’s. going.

3 Common Problems with B2B Marketing Personas

Digital B2B Marketing

Unfortunately, many B2B marketers are working with personas that do more harm than good. And prospects that work with your competitors don’t go through their day terrified, while your customers sit on cloud nine popping bonbons all day. Titles do not define people and personas should help you connect with people! Here are some of the most common problems I see. Summary.

5 Lies About Easy Ways To Create Content

Digital B2B Marketing

Once your video is created, your work isn’t done. This approach does help you identify topics for your content, but it doesn’t change the burden of creating content or address the quality of content that often comes from individuals not normally involved in creating content. There are easy ways to create good content, right? Sorry. Creating good content is hard. Your Turn.

Banners Don’t Drive Leads in B2B Marketing

Digital B2B Marketing

Ok, here are how the numbers work out for different banner approaches targeting enterprise B2B audiences. Retargeting works for two reasons other banner tactics cannot replicate: It is your exact audience and they are already aware of you and have engaged with you. Banners will not work if your objective is directly driving enterprise B2B leads. Period. Remember that.

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

If you are new to B2B marketing, or just have to work with a B2B marketer, these acronyms and abbreviations may help decode the conversation. Your Turn What other acronyms would you add to the list to help out people coming into B2B marketing today? Some days B2B marketing discussions seem more like a reading of alphabet soup. this list will be updated with your additions.

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Study: How Much of Your Content Marketing Is Effective?

What’s working—and what’s not—for over. working remotely. on non-audience-relevant sites in the hope of getting more con- tent out there and the vain hope of helping our SEO.” can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. to explore what works for their particular audiences. 68% 16.7%

No, Content Will Not Kill Advertising

Digital B2B Marketing

” Although I believe marketing should have made a difference, this perception from sales reflects the fact that in B2B, sales is able to close even when marketing hasn’t helped. However, marketing cannot close an enterprise B2B sale without the help of sales. Advertising is dead (again). The latest killers are the social media and content marketing stars. Not so fast.

12 Surprising B2B Marketing Spammers on Twitter

Digital B2B Marketing

Clients of the marketers are also included in some cases to help show these at least appear to be legitimate and serious businesses. Lattice delivers data-driven business applications that help companies market and sell more intelligently. We Help You Make Sense of a Changing World | Identification of opportunities and risks before they are well recognized. 3. Reachforce.

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

The Real Reason It Didn’t Work. If someone is on a surfing site, getting them to watch a video about help desk management software is a huge ask. Programmatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. But it isn’t ready yet for today’s B2B marketer. ” Wow, sign me up, right? The Data Actually Sucked.

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An Inconvenient Truth: Your Advertising is Invisible

Digital B2B Marketing

But even working in advertising, I rarely notice banners. They are simply one more quality indicator and data point that may help explain results or behavior of media partners. With this has come a new wave of quality control issues for online advertisers. According to recent research from ComScore , 31% of banner ads don’t ever have the chance to be seen.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. their work as average, not very effective, or not. Would spending more money help? tools can help companies maximize their efficiency. at least 25 full-time employees working on content. However, putting in the work to team up with talented creative. almighty question: Does this strategy actually work?

B2B Email List Guide: Buy, Rent or Build Your List

Digital B2B Marketing

While it is true that quality is lower, the relatively low cost still works out well for many companies. You are working on a very targeted program and will only be using the list a couple times in the year. Or let me know if you need help selecting the best path. So should you rent, buy or build an email list? This guide will get you started. Buying a B2B List. Your Turn.

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Inbound Marketing vs Outbound Marketing: The Real Difference

Digital B2B Marketing

The bigger that movement or change is, the harder your marketing needs to work to overcome resistance to change. But Pushing is Easier Than You Think Pushing to overcome the friction sounds like hard work… until you try to get someone else to push your content without payment! Outbound marketing is about interruption. Inbound marketing is about discovery. But so what?

CRM Retargeting: The Shiny New Advertising Tactic?

Digital B2B Marketing

How It Works You have seen retargeting ads, banners that promote whatever products you looked at or left in your shopping cart and follow you around the web. Reach Influencers Do you work with analysts, press, investors and others that can help spread your news? What if banner ads could become as targeted and relevant as emails? CRM retargeting is similar.

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Content Marketing Advice: Stop Competing with My Children!

Digital B2B Marketing

Attention that today is focused on our priorities at work and at home. Marketers are competing for attention instead of helping us focus our attention on our priorities. Today, marketers are locked in a battle for attention. As individuals, we are flooded with more marketing messages than we can consume. Getting our attention requires something exceptional. Content all about you.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

B2B Marketing’s Missing Objective: Creating a Home Field Advantage

Digital B2B Marketing

What companies do you want to work with? Do people want to work with you? Are you simply helping your customers justify the decision they already want to make? The formula is pretty simple, even if it isn’t easy to execute: identify the buyers needs and priorities and provide information that helps them determine how to best meet those needs. Strategy

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B2B Online Advertising: Improve Targeting by 10x (or more!)

Digital B2B Marketing

Until you know who you are targeting, you cannot identify the publications, sites or ad networks you should be working with. If you want help getting started with a program, you can contact Bizo or Demandbase (the only current providers I’m aware of), or reach out to me directly and I will be happy to discuss it with you. B2B advertising begins with the target audience.

Five Keys to Creating Content that Drives Awareness

Digital B2B Marketing

Noting the launch of Twitter lists today isn’t helpful. When I look for information on inbound marketing, I turn to HubSpot, and if I’m looking to work with anyone in the category, HubSpot will be the first company I call. work with B2B clients on media and integrated marketing programs. Current marketing wisdom says content should be mapped to buying cycles.

TV Really Is Easier to Measure than Social Media

Digital B2B Marketing

Unfortunately, this approach doesn’t work with social media today. This is a gap social media measurement companies need to help close. work with B2B clients on media and integrated marketing programs. KMart’s CMO made waves recently by saying TV, and other traditional channels, are easier to measure than social media. Follow @jaybaer @jaybaer Jay Baer. disagree.

Evangelizing a Content Marketing Program

working, and as a result, creating content people. work so you can create better content and con- tinuously build a bigger and better audience. how content marketing helps generate. strengths, and where do you need outside help? “ The entire ecosysystem is competing. doesn’t work in the modern media landscape. All rights reserved. Introduction 4 II. Instead, most.

6 Free Ways to Find the Best B2B Advertising Opportunities

Digital B2B Marketing

Media Kits and Research If you are working in a vertical for the first time, look at the sources publishers compare themselves too in their media kits and audience comparisons. With a little creativity, these free resources will help you uncover new opportunities for B2B advertising campaigns. However, there is very little quality research available for online planning in B2B.

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