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. Content curation allows you to share relevant quality information more frequently than simply relying on your own content.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

SEPTEMBER 2, 2014

Despite the magic of marketing automation and the ability to collect information on every mouse movement on every page of our sites, we only get a tiny window into the lives of our prospects. Here are a few recently published results: Case 1: Email click rates increased 279%. And that tiny window can turn out to be very misleading.

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 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. Nurturing fills this gap.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 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

OCTOBER 25, 2011

Ever wonder how much traffic social media A-listers and publishers drive with their own Twitter stream? Using bit.ly , you can often see this as well as a wealth of other information, such as what content someone shares and even what accounts they manage. How much traffic do publishers and social media A-listers drive?

Social Media 100

Social Media Traffic Media Twitter 100

Digital B2B Marketing

JANUARY 9, 2014

Even worse, I’m tired of publishers that like to name drop and associate big brands with bad behaviors because it drives traffic, even when the brand was innocent. The now common refrain says every company is a media company and every individual is a publisher. In one sense, it is true. share your content on the social media!)

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

MAY 25, 2011

Both Facebook and email are used by companies to distribute information. We could be able to create and publish too. Facebook is (part of) Email Marketing 2.0. The most important part of the heading isn’t Facebook, it is Email 2.0. But email marketing is a one-way blast channel. Email Marketing 2.0 In Email 2.0, In Email 2.0,

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

OCTOBER 29, 2013

Assume that information is less favorable than what the marketer has chosen to present. This is a favorite trick among magazine publishers. Publishers field a readership survey and, surprise! every publisher reports the audience likes their specific publication best. Our oven is easy to use but it is way to small.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

OCTOBER 25, 2011

Ever wonder how much traffic social media A-listers and publishers drive with their own Twitter stream? Using bit.ly, you can often see this as well as a wealth of other information, such as what content someone shares and even what accounts they manage. If you know me, you probably know that I am part analyst, [.].

Social Media 100

Social Media Traffic Media Twitter 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

MARCH 19, 2013

Of course, information about this offering is available in a SlideShare deck, embedded below. You can even include, in typical SlideShare fashion, lead capture within your content. If you are looking to increase distribution of your content within a targeted business audience, this offering is definitely worth learning more about.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

JULY 31, 2012

Delivering Valuable Information Marketers have been blinded by the mandate to create content. Buyers need information. Content is the package that makes your information attractive, discoverable, consumable and sharable. Your information and solutions need to be available and easily discoverable whenever buyers are interested.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 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

AUGUST 16, 2012

Instead of making information easier to consume, many infographics make it harder to understand the information they present or even outright mislead. In particular, look at the environment key below and map that information in the infographic. If it isn’t informative, useful or entertaining, just stop.

Segmentation 100

Segmentation Statistics Internet Marketing Social Media 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

MARCH 28, 2012

Multiple B2B publishers are pedaling this misinformation and as B2B marketers struggle with content marketing, it is diverting their focus. Instead of focusing on content formats by stage, marketers need to focus on the information that is needed at each stage in the buyers journey. The format is simply the packaging.

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 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. If you aspire to move your marketing to a media and publishing model, the results are impressive. We don’t overpay at Walmart out of the goodness of our hearts.

Advertisements 100

Advertisements Advertising Banner Ads Banners 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. And yes, it took me more than three weeks to get this published after the event, so I’m looking in the mirror when I say we need to move more quickly. We need more actionable insights.

B2B Marketing 100

B2B Marketing Planning DemandBase B2B 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

OCTOBER 18, 2012

Demandbase has a database of company information that can be used to develop lists based on your criteria. Even if your named accounts represent 10% of a publisher’s audience (and that would require a very large account list and a very targeted publisher), delivering ads only to those named accounts is a 10x improvement in targeting.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

MAY 19, 2011

Google is the gateway to editorial, blogs and content published by you and your competitors. More information is available every day and this information quickly overturns conflicting impressions created by advertising. This information is far more influential than the advertising message within your direct control.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

JANUARY 22, 2013

Media Buying: Start Testing It If you already advertise online with targeted publishers and relevant data is available, test it. 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.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 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. 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 20, 2011

The content you are using for lead generation is expected to be valuable, you only need to establish the information’s relevance to the audience. Not only do people trust the information will be valuable, they believe it is information they need to have to stay on top of their category.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 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. Content curation can be a valuable activity. Similarly, a research librarian is valuable.

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

SEPTEMBER 24, 2013

A new type of advertising technology player will emerge, one that manages access to tracking information for networks and gives users the ability to manage their own data within a publisher environment they already visit. Going forward, marketers will not be able to report on or segment organic search traffic from Google.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

APRIL 4, 2013

In marketing, and particularly in B2B marketing where we have fewer sources of reliable information, we are all looking for new opportunities for our business. Question Networks and Publishers. The only thing you can rely on is your own understanding and knowledge, developed through your own investigation and experience. Question it.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

JANUARY 5, 2012

Mark isn’t going to write 500 posts this year and publish three books (or at least I hope not!). On websites, they are improving information architecture to make the content, information and products they offer easier to find. Do no consider any other sellers or information sources.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

JUNE 1, 2011

This quote, from a survey response published in Lab Manager Magazine , captured what is happening perfectly: “Social media is being abused by vendors as a “free advertising&# conduit: if someone asks a question in a forum, they immediately get jumped on by vendors trying to sell them something.”. Share information from others freely.

Social Media 100

Social Media Work Management Marketing Management Media 100

Digital B2B Marketing

DECEMBER 6, 2011

Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? 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. If you regularly share via Twitter, consider Twylah also. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? 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. If you regularly share via Twitter, consider Twylah also. Think Twylah.

Google 100

Google Curation Marketing Management Twitter 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

JANUARY 31, 2012

Consider, for example, the Cisco Cius tablet for business, which some publishers have listed as a top product failure of 2011. As buyers take on more of the burden of research and education, sales must be ready to followup with a conversation that is relevant to a more informed buyer. Educated Buyers.

Business 100

Business B2B Sales Paid Search Agency Startups 100

Digital B2B Marketing

OCTOBER 4, 2011

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. However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

JANUARY 26, 2012

As a media buyer, it baffles me when publishers put a media kit behind a registration form, and then send the kit via email a day later. When I want information about your product, deliver it or lose your opportunity. Once your solution finally is our priority, make it easy to find content about your solution!

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

SEPTEMBER 10, 2013

For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations. 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. Renting a B2B List.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

MARCH 25, 2011

As marketers become publishers in their own right, it is natural they become expert content curators also. Curating content reduces the burden of original content creation , allowing marketers to pull from the best information available for their audience, regardless of source. That is one of your objectives, right?

Curation 100

Curation Activities Media B2B Thought Leadership 100