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Digital B2B Marketing

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3 Steps to Using Data in an Imperfect Data World

Digital B2B Marketing

Creative: Create Serendipity Serendipity isn’t a banner ad or landing page that knows your name, company or industry. Serendipity is when you deliver exactly the information needed, without it being requested or making the recipient feel like you have hacked into their email.

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Understanding Intent Behind Content Consumption

Digital B2B Marketing

Your broad category content, the content that often pulls in the largest audience, gives you very little information on its own about the individual’s intent. Your highly focused, long-tail content provides the most information about intent, yet it reaches only a small audience. It is very similar with content.

Intent 100
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7 B2B Advertising Opportunities You Are Probably Missing

Digital B2B Marketing

Target by Company, Industry or Role. You probably already work with publications that cover your industry or role, such as Industry Week for manufacturing or Information Week for IT management. Providers: Retargeter, LiveRamp.

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Using New Data for Marketing that is “Just Right”

Digital B2B Marketing

Showing the Right Offer Information about your online behaviors and interests are widely available today. For B2B Marketing For B2B marketers, Bizo provides information on the likely role and level of seniority of a visitor as well as industry and company size. Demandbase provides the specific company and company information.

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Why Lead Scoring and Personas Need To Be Connected

Digital B2B Marketing

Your lead scoring is excluding a valuable segment of your audience and you have the information you need to identify the issue! Company characteristics, including company size, industry and structure. Explicit provided information, such as a timeframe to purchase, role in the purchase process or existing solutions.

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Why Good Content Delivers Bad Leads

Digital B2B Marketing

You have created a great industry blog and library of premium content. It educates and informs. But embrace the fact your content draws an audience looking for the information you are offering! Congratulations, you are a B2B content marketer. You promote your content through search, social, emails, newsletters, even banners.

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

Digital B2B Marketing

However, before that can be turned into a broad advertising plan, it is generalized as large companies or specific industries likely to have large data centers. Again, that is generalized into industries, large companies or even geographic regions before it can be used as a target for advertising campaigns. Today they can.