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. Unfortunately, that is easier said than done.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

MAY 19, 2011

They have not worked with you yet, they have not used your product. More information is available every day and this information quickly overturns conflicting impressions created by advertising. More information is available every day and this information quickly overturns conflicting impressions created by advertising.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 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

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. 38% work in the marketing and advertising industry. Your turn, have you filled this information gap in the past , or has it not been a challenge? 40% of clicks are from micro companies.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

DECEMBER 12, 2013

According to Jaime Cole, one of the participants in the recent FTC discussion of native advertising and disclosures, native advertising works best today when disclosure is limited. In short, when publishers and advertisers work together to trick readers. Judging by their policy, Google seems to concur.

Advertisements 100

Advertisements Advertising Google Work Management 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. Focused vertical publications are often too small to be covered by research sources.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

DECEMBER 11, 2012

Content marketing provides the information buyers need to determine the type of solution they need, develop internal support for a change, create a short list of providers and address objections , all while positioning your company as a trusted resource. The Buyer’s System Works Today Your prospect’s business works without you.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

SEPTEMBER 10, 2013

While it is true that quality is lower, the relatively low cost still works out well for many companies. For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations. You are working on a very targeted program and will only be using the list a couple times in the year.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

AUGUST 22, 2013

Unfortunately, many B2B marketers are working with personas that do more harm than good. And prospects that work with your competitors don’t go through their day terrified, while your customers sit on cloud nine popping bonbons all day. Here are some of the most common problems I see. The Funhouse Mirror Persona.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 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 work with B2B clients on media and integrated marketing programs. Circle Back. About Eric Wittlake.

Planning 100

Planning Content Marketing Webcast Content 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 enjoy working through conceptual problems and tend to digress to the theoretical. I work with B2B clients on media and integrated marketing programs.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

APRIL 29, 2014

An uninspiring repetition of the information we already have. valuable) information in a space many might see as boring. There is still a short-term opportunity for native publishing, but long-term the best marketers will work to build their own audience. The Reality of Marketing Content. In a word, it’s awful.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 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 work with B2B clients on media and integrated marketing programs. About Eric Wittlake.

Social Media 100

Social Media Work Management Marketing Management Media 100

Digital B2B Marketing

MAY 13, 2014

How Mute Works on Twitter. 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. You share my content, I’ll share yours! As long as you support my vanity metrics, I’ll keep supporting yours!

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 100

Digital B2B Marketing

DECEMBER 15, 2011

All marketing is integrated, even if it is unintentional, poorly done or working against itself. I once worked with a client that was seeing flat revenue, but the online marketing group, based on viewthrough tracking metrics, was claiming they had increased business by about 20%. What is the ROI of your social media activity?

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 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 work with B2B clients on media and integrated marketing programs. Hand Over Content Control. About Eric Wittlake.

Opt-in 100

Opt-in Social Media Social Marketing 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. Does it really work as advertised when you dig below the surface? Experts often present a perfect polished solution. It delivers exactly what you are looking for.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

AUGUST 14, 2012

How It Works You have seen retargeting ads, banners that promote whatever products you looked at or left in your shopping cart and follow you around the web. Reach Influencers Do you work with analysts, press, investors and others that can help spread your news? CRM retargeting is similar. If so, how would you use it?

CRM 100

CRM Advertisements Advertising Tactics 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. With CRM retargeting, one of the newer options included in this list, you can target people in your email database across the web. Providers: Retargeter, LiveRamp.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

FEBRUARY 13, 2012

Today, there is another opportunity to shift the economic model and redistribute the margins that have been earned through information arbitrage. The Role I Want I want to work with a Demand Side Platform, the technology at the heart of making modern media buying possible for advertisers and agencies. It is about real data now.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

MAY 17, 2012

The work is turning contacts into real leads. You need to provide the information they need, answer the questions they have and proactively address concerns that may be raised. Summary Turning contacts into leads is hard work. They are marketing contacts or campaign responders with no defined need, authority or intent.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

JANUARY 9, 2014

Blunt truth about what works, what doesn’t and what really happens behind the scenes. 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. share your content on the social media!)

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

JANUARY 31, 2012

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. Ardath Albee’s ( @ardath421 ) post What Happens When Inbound Marketing Works illustrates this nicely. In Summary Make sure your product or service is ready.

Business 100

Business B2B Sales Paid Search Agency Startups 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 work with B2B clients on media and integrated marketing programs. Ideally, your content is easily discovered, naturally making you and your content a resource. But how do people find your content?

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand 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 work with B2B clients on media and integrated marketing programs. Share your view below or with me on Twitter ( @wittlake ).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

AUGUST 25, 2011

What is the critical functionality, information and entertainment you provide? I work with B2B clients on media and integrated marketing programs. Is our website ok for everyone, or do we need to create a desktop version? This is my favorite question. This cuts through the app and mobile site banter and gets to the heart of the issue.

Mobile Marketing 100

Mobile Marketing B2B Marketing Internet Marketing Twitter 100

Digital B2B Marketing

JANUARY 26, 2012

Attention that today is focused on our priorities at work and at home. When I want information about your product, deliver it or lose your opportunity. Content that offers us something beyond your brand and message. However, content is merely the vehicle. The future of marketing is about attention. Expecting a one hit wonder.

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

JANUARY 19, 2012

How “Google, Plus Your World” Works: A Brief Summary Google, Plus Your World adds search results from your circles to Google’s traditional search results. 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

FEBRUARY 4, 2012

Lead generation has been driving growth and innovation at other technology publications, with CMP TechWeb (Information Week), IDG (CIO, ComputerWorld) and TechTarget all investing in improving their lead generation offerings in recent years.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

OCTOBER 6, 2011

Hubspot is a great example of a company becoming an information source in a category. I work with B2B clients on media and integrated marketing programs. 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 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. I work with B2B clients on media and integrated marketing programs. About Eric Wittlake.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 18, 2012

Until you know who you are targeting, you cannot identify the publications, sites or ad networks you should be working with. Demandbase has a database of company information that can be used to develop lists based on your criteria. B2B advertising begins with the target audience. Create custom target lists.

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. This works for all traffic, not just traffic coming from Twitter. However, with a custom filter you can capture and store the referring domain for later reporting. The “Extract A” value is (https?://)(([^/]+)/).

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 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 work with B2B clients on media and integrated marketing programs. We see this change playing out today. About Eric Wittlake.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 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

FEBRUARY 16, 2015

It comes from the people who are hands on, doing the work in a wide range of situations. Like many of the people I work with at publishers, Toby works on more programs in a month than many of us work on in a year and that position gives him first hand insight into what is working, and what isn’t, at scale.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

JANUARY 20, 2014

These are listed in the order of adoption that makes sense for the majority of B2B marketers I’ve worked with over the last few years. Use third-party data about visitors here to deliver information that is more likely to be relevant to each visitor. Create a natural and relevant experience for new website visitors.

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100