Digital B2B Marketing

APRIL 29, 2014

An uninspiring repetition of the information we already have. When you combine marketing content people simply aren’t interested in with the increased interest in native publishing, from both advertisers and publishers, publisher brands will suffer. valuable) information in a space many might see as boring.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

SEPTEMBER 11, 2012

We Pledge to Deliver the Most Relevant and Interesting Paid Tweets Possible To deliver the most relevant and interesting Paid Tweets to you, we will require all advertisers to target Paid Tweets, giving them a very real incentive to only deliver the most relevant Paid Tweets to every Twitter user.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Priorities, pain points, information sources, buying process, motivations and roles are key pieces of information. Information on their consumer profile is far less valuable in a B2B context. Looking for more information on creating and using B2B buyer personas? Interested in #B2Bchat?

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

AUGUST 23, 2012

Your lead scoring is excluding a valuable segment of your audience and you have the information you need to identify the issue! Explicit provided information, such as a timeframe to purchase, role in the purchase process or existing solutions. Let’s look at lead scoring, personas, and the connection that needs to be made.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

FEBRUARY 28, 2012

Research and observation tell you where your audience has been and what they have been interested in. But what will they be interested in and using in 6, 12 or 24 months? Here are statements I was hearing regularly just two years ago: B2B decision makers don’t use search engines, their team provides all the information they need.

Twitter 100

Twitter B2B Marketing Internet Marketing Course 100

Digital B2B Marketing

MARCH 21, 2012

Standing out from the crowd, some marketers will focus on delivering value to their customers first and foremost, with great offerings supported with information, tools and resources that provide value to the target audience, even if they are not a customer. Behind this trend is the fact that content will be everywhere and in every form.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

MARCH 25, 2011

In Content Curation – It’s What’s for Breakfast These Days on Social Media Explorer , Stephanie Schwab says brands the curate interesting content from outside sources ultimately expand their brands. With so much content and so many great sources, simply sharing great information (as if it is simple) isn’t enough.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

FEBRUARY 14, 2012

Are you a B2B marketer or interested in B2B marketing? Join #B2Bchat on Twitter, every Thursday at 8:00 PM Eastern time, follow @B2B_chat for more information on the discussion each week. Join the Discussion Add your own reaction to any of the statement in the comments below and join us for future #B2Bchat discussions!

Demand Generation 100

Demand Generation Demand Generation Marketing Websites 100

Digital B2B Marketing

JANUARY 22, 2013

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. In B2B marketing, it is using information about industry, role, seniority, and more in order to establish immediate relevance for your message or offer, not to outright personalize it.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

MAY 28, 2015

We are just cluttering our minds and our desks with information that is far more interesting than useful. We need more actionable insights. If we have insights we can’t do anything with, we aren’t improving. And as marketers, we are all trying to improve our marketing, right?

B2B Marketing 100

B2B Marketing Planning DemandBase B2B 100

Digital B2B Marketing

JUNE 11, 2012

Done well, it can make you a recognized resources for news and information and keep you in front of your audience. You respect their opinion of sources and value the skill they have at discovering and delivering the right information. If there is interest, I will curate counterpoint perspectives for a future post.

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

MAY 17, 2011

Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. Your job is to ensure prospective buyers have the information they need to make a decision. Relevance is the New King. It is no longer content or context.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

JULY 11, 2013

When peers recommend your company to a prospect who already knows and is interested in you, the recommendation is more memorable and confirms their view that your company should be considered. Visitors are more willing to share their information with a brand they respect and trust than one that is completely unknown. More Referrals.

Lead Generation 100

Lead Generation Lead Ranking Lead Scoring Generation 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. The choice someone makes provides information about the type of content they are interested in or the stage in the buying cycle they are at. I could read them for hours, choosing different paths and seeing each outcomes unfold. Circle Back.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

JUNE 1, 2011

Join conversations because you are interested in the topic , not to push your own agenda. Share information from others freely. Like, comment on, or retweet good information, insight or entertainment from others. On twitter, a common guideline is only one out of every eight tweets should be your own information.

Social Media 100

Social Media Work Management Marketing Management Media 100

Digital B2B Marketing

MARCH 19, 2013

Of course, information about this offering is available in a SlideShare deck, embedded below. The strength of LinkedIn’s profile data makes this one of the most interesting new online targeting options for B2B marketers in quite some time and one worth paying attention to.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

MARCH 25, 2013

You probably already work with publications that cover your industry or role, such as Industry Week for manufacturing or Information Week for IT management. LinkedIn is the gold standard for B2B data, making this one of the most interesting new offerings in my opinion. Providers: Retargeter, LiveRamp. Audience Targeting.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

JUNE 14, 2011

Here is how you can use this information, using my own account Twitter account as an example: My target audience is marketing. Your turn, have you filled this information gap in the past , or has it not been a challenge? I write about and share content about B2B marketing, online advertising, content marketing and social media.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

MARCH 19, 2012

Rallying an organization accustomed to producing product information sheets, webcasts and white papers around creating content that is optimized for search, easy to consume, timely and worth sharing is a difficult organizational change. The New Inbound Marketing Content Requirements. Timely Content is a Key Opportunity.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

OCTOBER 4, 2011

Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising. Are you interested in testing new media buying approaches? Your Turn What is your view on audience targeting?

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 6, 2011

Publishing Hubspot is a great example of a company becoming an information source in a category. Today, it would be challenging to seriously research inbound marketing and not spend a significant amount of time on Hubspot’s website, even if you are not interested in Hubspot’s offerings.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 6, 2011

Hubspot is a great example of a company becoming an information source in a category. Today, it would be challenging to seriously research inbound marketing and not spend a significant amount of time on Hubspot’s website, even if you are not interested in Hubspot’s offerings. Publishing.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 4, 2011

Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising. Are you interested in testing new media buying approaches? What is your view on audience targeting?

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 18, 2012

Here are three of Demandbase’s capabilities that I believe are particularly interesting for B2B marketers: Customizing creative. Demandbase has a database of company information that can be used to develop lists based on your criteria. Now that Demandbase’s offering is public, I wanted to share it.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

NOVEMBER 21, 2013

Below is a screenshot of the custom Google Analytics filter I am using to capture this information. To do this, report on your new referring URL field, add Source / Medium or Campaign as your secondary dimension and filter the report for the social network you are interested in.

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 100

Digital B2B Marketing

MARCH 27, 2013

It is lightly branded and connected to a research project I found interesting. I was astounded by the number of branded products with no information about the company. I’m using it in the office now. Instead of striving to make your tchotchke memorable, connect it to something your audience wants to remember.

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

AUGUST 14, 2012

Here are just a few of the more obvious and interesting applications: 1. For more information, see how to keep your retargeting campaign from becoming creeping. CRM Retargeting Applications for B2B Marketing The possibilities are nearly endless. Your Turn Do you see a place for CRM retargeting in your advertising campaigns?

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

APRIL 26, 2011

Likewise, we don’t pay attention to advertising that doesn’t give us something of value in return , either discounts, entertainment or information. Results, like those above, show how much more interested your audience likely is in this type of marketing. We don’t overpay at Walmart out of the goodness of our hearts.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

MARCH 27, 2012

Take the time to make certain your information and advice is correct. If you are focused on your internal positions instead of your audience’s interests or needs, you simply won’t connect. You are selling to experts in their fields. If it isn’t, everything else you provide will be written off. Put Your Audience First.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

DECEMBER 2, 2013

The program should deliver early stage contacts at a relatively low cost per contact, not contacts who aren’t actually interested in what you do. Instead create a nurture stream, which at its simplest is just a series of relevant emails with additional content or information sent over the following days or weeks.

Lead Generation 100

Lead Generation Budget Programs Lead Ranking Lead Scoring 100

Digital B2B Marketing

JUNE 18, 2014

Information marketers can use to determine what you are interested in. That is having users have the opportunity to say this is what I’m interested in. You can browse through the information a number of companies have about you on BlueKai (now owned by Oracle). Does BlueKai Know My Interests? Data, of course.

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

APRIL 20, 2016

Interest in account-based advertising is, no surprise, following the adoption of account-based marketing. From Demandbase to Vendemore to Neustar, IP data started to see widespread interest and adoption three or four years ago. This data onboarding process isn’t limited to account-based advertising providers.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 100

Digital B2B Marketing

JANUARY 20, 2014

Use third-party data about visitors here to deliver information that is more likely to be relevant to each visitor. It doesn’t matter if someone said they were interested in server virtualization two years ago on a form or if you inferred their interest based on the content they read, that data is OLD!

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

JANUARY 8, 2013

Here is my real Google+ account if you are interested.) Although I’m interested in your B2B marketing content, circles didn’t actually help me filter it at all. According to Google, I am four separate accounts! If you choose to circle the wrong account, then we haven’t even connected! It is difficult to share.

Google 100

Google Social Networks Network Marketing Stats 100

Digital B2B Marketing

MARCH 24, 2011

Here are a few of the reasons people have shared with me recently when asked why they lie on registration forms: I register for information, but get a barrage of emails and phone calls. Most of the content is useless , I’m not giving up my information for that. Why would I give them my real information?

B2B Thought Leadership 100

B2B Thought Leadership Demand Generation Agencies Digg Demand Generation 100

Digital B2B Marketing

DECEMBER 19, 2013

If you are interested in seeing what information companies have about you, go to BlueKai. I had an opportunity to run an interesting test a few years ago comparing performance of the exact same audience on key targeted sites and across a network. When I reviewed my profile, 90% of the data I looked at was wrong.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

DECEMBER 8, 2011

This is a major change and for marketers, it is a far more interesting change. Use Photos and Videos Liberally The integration of photos and videos effectively allows you to share significantly more information directly on Twitter with a single tweet. You can preview the interface and the new features at fly.twitter.com.

Twitter 100

Twitter CAN-SPAM Keywords Video Marketing 100