Digital B2B Marketing

NOVEMBER 29, 2012

But that doesn’t make these devices social, just connected. Social media sites are now technology platforms that enable a structured flow of information between various endpoints. But it isn’t about social media, it is about new platforms and new accessibility driving new innovation.

Work Management 100

Work Management Marketing Management Social Networks Social Media 100

Digital B2B Marketing

AUGUST 26, 2013

Will LinkedIn allow this information to be used by advertisers? Will LinkedIn use this information to refine the companies to follow suggestions, boosting company following and increasing the value of corporate social media activity on LinkedIn? News Social Media Demandbase eloqua LinkedIn video'

Linkedin 100

Linkedin DemandBase Eloqua Privacy 100

Digital B2B Marketing

DECEMBER 4, 2012

Dan Zarella and Hubspot gave the “what is your social media audience worth” pot a good stir last week. One day many businesses will put a value on their social media audience, if it is in the form of monthly impact to their business or the average value of an audience member. via Wikimedia Commons.

Wikipedia 100

Wikipedia Social Media Hubspot Sample 100

Digital B2B Marketing

NOVEMBER 21, 2013

For paid media programs, you provide the URLs with tracking strings that your analytics solution recognizes. But in social media, most traffic will come from other people sharing your content. A number of social media tools, including Buffer, one of my favorites, automatically append their own campaign codes.

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 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. Make Social Media About the Social, Not the Media.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 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. Conversational Social Media. Inbound Marketing.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Today, 70% of research starts with search and 65% of buyers turn to social media during the purchase process (statistic on slide 10). Being recommended (social media). Marketing automation platforms will respond with extended support for social media contact channels. Being discovered (search and PR).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Today, 70% of research starts with search and 65% of buyers turn to social media during the purchase process (statistic on slide 10). Marketing automation platforms will respond with extended support for social media contact channels. Share your view below or with me on Twitter ( @wittlake ).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 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. If new research says B2B buyers rely on social media, dig into the survey. Just how was social media defined?

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 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. Social media links: Even though it is below the fold, the click rate on a link to the client’s Twitter account is 2x the top banner ad.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

OCTOBER 29, 2013

Assume that information is less favorable than what the marketer has chosen to present. Social media research often has the similar problem. Instead of recruiting a cross-section of the audience, respondents are recruited through social media or their own database. Our oven is easy to use but it is way to small.

Statistics 100

Statistics Banner Ads Stats Sample 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

MAY 25, 2011

Both Facebook and email are used by companies to distribute information. With all due respect to the email providers integrating social sharing into email, that does not make email marketing a platform for sharing and discussing. Filed under: Measurement , Media , Social Media. Email Marketing 2.0

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

APRIL 28, 2011

Unless your audience cleanly matches a common research segment, there is likely limited information available about what social networks they are actively engaged with. Actually getting this information isn’t just a quick research run. Blogs and media companies : where is their content widely shared?

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

MAY 13, 2014

For more information on how I use filters in Twitter, see Putting the Conversation Back Into Twitter and Beyond Lists: Use Filters to Manage Twitter. News Rants Social Media Filter twitter' What am I missing, what do you plan to use Twitter’s mute button for? I promise, I won’t mute you.

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 100

Digital B2B Marketing

MAY 19, 2011

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. Your prospect is doing their own research. Your buyer is finding you.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Branding 100

Digital B2B Marketing

MAY 30, 2013

Tactics: social advertising, retargeting, search. In order to delight, inbound marketing must deliver something valuable, from information to entertainment, to your audience, and deliver it well. Content Social Media banners Email inbound marketing Native Advertising PR print retargeting search social advertising'

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

FEBRUARY 23, 2012

Have you ever wondered who is sharing your blog posts or other content on social media sites but don’t have access to expensive social media monitoring applications that can tell you? A future post will outline how to find who is sharing your information on Google+, Pinterest and Facebook.

Twitter 100

Twitter Linkedin Stats Marketing Analytics Tools 100

Digital B2B Marketing

MAY 9, 2011

Between companies sharing their own cases on sales and marketing alignment and the planning frameworks, examples and data from SiriusDecisions analysts, it was a three day information firehouse. Marketing delivers information, answers questions, provokes thoughts and sparks ideas with content.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. Social Media 5. Social advertising. Media Buying 7. This shift will extend nurturing from email and phone into advertising and social media in order to nurture earlier stage contacts.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 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 2, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. Social Media 5. Social advertising. Media Buying 7. This shift will extend nurturing from email and phone into advertising and social media in order to nurture earlier stage contacts.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 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

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! Observed behavior, including the marketers website, content and email, as well as social media and other observable behavior. Company characteristics, including company size, industry and structure.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 30, 2012

Keep Attention If being brief was enough, marketers would ditch traditional content and turn exclusively to social media. Use the format that presents the information clearly and concisely. Provide a path to more information. It takes more than brief to keep our attention. Add graphics, slides, audio or video.

Content Marketing 100

Content Marketing Tips Content Act-On 100

Digital B2B Marketing

DECEMBER 15, 2011

What is the ROI of your social media activity? Measurement of individual marketing channels or activities provides information, not results. Tweet ] So you want real social media ROI? All marketing is integrated, even if it is unintentional, poorly done or working against itself. What is the ROI of search?

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

OCTOBER 6, 2011

Social Media Scoring If your potential prospects are active in social media, their conversations and discussions can be an additional indication of their level of activity in the category. Publishing Hubspot is a great example of a company becoming an information source in a category.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 6, 2011

Social Media Scoring. If your potential prospects are active in social media, their conversations and discussions can be an additional indication of their level of activity in the category. Hubspot is a great example of a company becoming an information source in a category. Publishing.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

JANUARY 22, 2013

Trade sites reach reach students, marketers, vendors and journalists and draw search and social media traffic from a broad audience. 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

MARCH 21, 2012

From real time social media response campaigns to retargeting ads pitching products we looked at only moments before to traditional intercept marketing at malls or resorts, marketers will continue to interrupt what we are doing to get our attention. Increased frequency is one way marketing stands out, but it often isn’t welcome.

Paid Search Agency 100

Paid Search Agency Telemarketing Ad Frequency Privacy 100

Digital B2B Marketing

JANUARY 19, 2012

To maximize the traffic benefits, you need the Google+ account that shared the information to be an account your audience trusts. Following and engaging with people is more natural than engaging with brands, particularly lesser-known brands that don’t already have a strong following that naturally will migrate to social media.

Google 100

Google SEO Branding Brand Identity 100

Digital B2B Marketing

JULY 12, 2012

Here are some of the common challenges marketers face planning a B2B advertising program: The majority of research services are designed for consumer marketers and provide little information on professional roles. See what content is shared on social media or through sources that curate content from a range of sites (like SmartBrief).

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

JULY 11, 2013

PR, analyst relations, content marketing, events, social media, even internal marketing, can play important roles in establishing your brand. Visitors are more willing to share their information with a brand they respect and trust than one that is completely unknown. Branding doesn’t necessarily mean advertising either.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

JANUARY 9, 2014

share your content on the social media!) It doesn’t inform and if it is actionable at all, at best it drives us to mediocre actions. What we are getting instead is content with fake sugary coatings or worn out dime-a-dozen advice (i.e. that ignores the real elephant in the room (i.e. no one is listening to you).

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 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. Your social media pilot is about making your email more social. Ideally, your content is easily discovered, naturally making you and your content a resource.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 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. I believe social media should be about being social and developing relationships. My nickname in an earlier job was “Numbers&#. I am not a heavy consumer.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 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