Digital B2B Marketing

MAY 22, 2012

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. One of the primary ways B2B marketers capture leads online is asking prospects to register for content. Does Your Content Create A Barrier?

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

NOVEMBER 15, 2012

Marketing Automation’s Baby Steps Last week we saw the first meaningful step in this direction with the announcement of Eloqua’s AdFocus offering, extending marketing automation’s segmentation and messaging to online display programs with Demandbase and Bizo. Every tablet sponsorship, online video ad or even TV ad?

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

MARCH 25, 2013

Data is one of the keys to modern online advertising, take full advantage of the audience data you already have in house. You probably already work with publications that cover your industry or role, such as Industry Week for manufacturing or Information Week for IT management. InText Ads. Providers: Vibrant Media, Kontera.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

DECEMBER 15, 2011

Here are two examples that will be familiar to people involved in online advertising in the last decade: 1. Search can be prompted by, and therefore often captures the response to, other online and offline marketing. The ability of online advertising and TV to lift search results is well documented. Search attribution.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

MARCH 12, 2014

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. In Practice.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

JULY 3, 2012

It Starts with Attention If you consistently discover and share information and in doing so, become a better way for people to get the information they want or need, you are providing a valuable service. As long as you continue to be a better way for those people to get the information you share, you will keep their attention.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

MAY 30, 2013

Tactics: email, search, social advertising, native advertising , online banners. Tactics: email, PR, print, online banners. In order to delight, inbound marketing must deliver something valuable, from information to entertainment, to your audience, and deliver it well. Outbound Marketing Amplifies What Is Said About You.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

JANUARY 5, 2012

On websites, they are improving information architecture to make the content, information and products they offer easier to find. Recommendation engines allow companies to surface the best product or information, based on your history, profile and activity from other customers or visitors.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

JUNE 18, 2014

Information marketers can use to determine what you are interested in. But have you looked recently at the data online advertisers have about you? You can browse through the information a number of companies have about you on BlueKai (now owned by Oracle). How will marketers do this? Data, of course.

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

JULY 26, 2011

Although my focus on numbers has evolved, in business, information still fuels me. Almost all of our information comes from online and old fashioned books. For example, I was one of the first people at any of the large ad agencies to place an online exchange buy from one of the first fledgling trading desks.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

AUGUST 9, 2012

To see how a particular element of your online marketing program is performing, you likely turn to your most recent reporting. Search as navigation : People do not only search for information, search is also a way to navigate. But what if your measurement is wrong ? Search is simply facilitating the response. There are 45.5

Marketing Report 100

Marketing Report Search Marketing Peer-to-peer Marketing Budget 100

Digital B2B Marketing

SEPTEMBER 13, 2011

Mobile is extending the always on, at our fingertips information environment. Without full and extended focus on information, our ability to consume, process and consider the full implications of information is reduced. Marketers must deliver increasingly prescriptive information that requires less critical thought.

Television marketing 100

Television marketing Mobile Marketing Buzz Lead Ranking 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. I write about and share content about B2B marketing, online advertising, content marketing and social media. Your turn, have you filled this information gap in the past , or has it not been a challenge?

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

MARCH 25, 2011

Curating content reduces the burden of original content creation , allowing marketers to pull from the best information available for their audience, regardless of source. With so much content and so many great sources, simply sharing great information (as if it is simple) isn’t enough. That is one of your objectives, right?

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

JUNE 23, 2011

The biggest factor driving the changes in today’s buyers is the accessibility of information technology has enabled. In the past, your prospect held the budget cards and you held the information cards. Today, buyers hold the budget cards and the information cards. This change has turned demand creation upside down.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

FEBRUARY 4, 2012

” From the What We Do page: “We have become the leader in vertical marketing and media online by delivering qualified clicks and qualified inquiries at low cost and with great scalability.” Online advertising space is packaged as part of a lead generation program for a small premium cost. What About Other Publishers?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JUNE 20, 2013

Yes, QR codes can offer a convenient alternative to URLs or contact information, but stop making these QR code mistakes. Using a QR Code Online. When you scanned it (yes, I did, I was so floored by the execution), you went to a page with a flash video providing more information. Marketers, stop it! Make Scanning Urgent.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

OCTOBER 4, 2011

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. 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.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

JUNE 2, 2011

Current information is critical when I’m looking to stay abreast of the industry. All content should be easy to read or consume, but this is critically important for stage zero content, when I don’t have a specific pressing information need I’m hoping your content will address. No Investment Required. Consumable.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. Fueled by availability of better data for display ad buying and increased accessibility of these platform, B2B marketers will use these platforms as a cost effective compliment to current online advertising. Content Marketing 1.

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. Fueled by availability of better data for display ad buying and increased accessibility of these platform, B2B marketers will use these platforms as a cost effective compliment to current online advertising. Content Marketing 1.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 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 am a digital and B2B marketer with a background in online media and analytics. Circle Back.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

JUNE 1, 2011

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. I am a digital and B2B marketer with a background in online media and analytics.

Social Media 100

Social Media Work Management Marketing Management Media 100

Digital B2B Marketing

OCTOBER 4, 2012

For additional information on selecting metrics see Online Advertising Metrics: A Simple Framework The Pitfall Too often, marketers skip Step 2 at the strategic planning phase. Well defined metrics are critical. For example, if your metric is leads, then you cannot leave ambiguity about what is and is not a lead.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 100

Digital B2B Marketing

AUGUST 11, 2011

Second, I unfollowed a number of accounts that provide valuable information. The problem was, we did not have a relationship and they provided information that was similar to other accounts I already followed. I am a digital and B2B marketer with a background in online media and analytics. Hand Over Content Control.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. I am a digital and B2B marketer with a background in online media and analytics. Ideally, your content is easily discovered, naturally making you and your content a resource. About Eric Wittlake.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

OCTOBER 4, 2011

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. 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.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Will B2B marketers embrace buyers that spend 60% of their time before engaging with the company or will they continue to focus on the traditional registration process and capturing contact information? I am a digital and B2B marketer with a background in online media and analytics. About Eric Wittlake.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

JANUARY 12, 2012

Reducing online display and traditional advertising investments based on performance will quickly lower cost per lead, but long-term it will hurt search results and leads from organic traffic. Metrics may inform your vision, but purely following your metrics will lead you away from it. Is traffic a key goal?

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

AUGUST 25, 2011

What is the critical functionality, information and entertainment you provide? I am a digital and B2B marketer with a background in online media and analytics. Is our website ok for everyone, or do we need to create a desktop version? This is my favorite question. Let me know in the comments below or on Twitter. About Eric Wittlake.

Mobile Marketing 100

Mobile Marketing B2B Marketing Internet Marketing Twitter 100

Digital B2B Marketing

OCTOBER 6, 2011

Hubspot is a great example of a company becoming an information source in a category. I am a digital and B2B marketer with a background in online media and analytics. Purchasing data can fill in a slice of your current blind spot with activity from one or more major category publications. Publishing. About Eric Wittlake.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 18, 2011

With tools like Summify or LinkedIn Signal , it is already possible to discover information from your network without ever looking at individual updates or shares. Your Turn Will social media be integrated into the way we consume everything online? Delicious is a powerful discovery engine today.

Social Media 100

Social Media Media Linkedin Landing Pages 100

Digital B2B Marketing

JULY 6, 2011

In late 2009, Bob Evans, then with Information Week, wrote an open letter to Larry Ellison , taking Oracle to task for not allowing companies the freedom to control their own expense structures. I am a digital and B2B marketer with a background in online media and analytics. We see this change playing out today. About Eric Wittlake.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

JANUARY 19, 2012

Google, Plus Your World was rolled out just over a week ago, and the online world has adopted the rallying call to get onto Google+ for the SEO benefits. To maximize the traffic benefits, you need the Google+ account that shared the information to be an account your audience trusts.

Google 100

Google SEO Brand Identity Branding 100

Digital B2B Marketing

JULY 14, 2011

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

MARCH 17, 2011

Online marketers collect reams of information about everyone, without permission, and profit by using this data to sell advertising. However, regulation will not significantly change the practices of most online marketers. Regulation with liability will increase compliance over self-regulation. Views expressed are my own.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising CAN-SPAM 100

Digital B2B Marketing

JULY 19, 2012

Here are eight ways to dig a little deeper and determine if an online publisher is a good potential match for your campaign, again using only free tools and a bit of creativity. Use SEO Analysis Information normally considered in an SEO analysis can also be useful for evaluating publishers.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Tips 100