Digital B2B Marketing

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How We Systematically Overvalue Content Consumption

Digital B2B Marketing

When we start incorporating data from beyond just interactions with our own content, we get a little bit broader view, and our marketing can be measurably improved. 2. Let’s get right to the point. B2B marketers today are not optimizing programs to reach and engage their best prospects. Sure, we talk about a buyer journey or about carefully mapping content. Serial content consumers.

LinkedIn Sponsored Updates: The Best B2B Social Advertising Option Yet?

Digital B2B Marketing

Cost per click or interaction has become the norm in the social advertising space. Unlike Twitter, which bills for every interaction (follow, reply, retweet, etc) of a Sponsored Tweet, LinkedIn is focusing on a pure CPC on the shared link. Have you felt like social advertising just wasn’t right for your B2B marketing? Up until now, advertising on LinkedIn was just advertising.

Social Media Does Not Influence B2B Buyers

Digital B2B Marketing

According to new research from IDC, only 18.6% of B2B technology buyers say social media has influenced their purchase decisions or interactions with vendors. That was the headline on the first page article when BtoB Magazine landed in my inbox last week. So should B2B organizations shutter their social media efforts or reduce their investments? Don’t be that guy.

B2B Marketers Are Begging For Bad Data

Digital B2B Marketing

Even fewer (6%) are willing to do so for an “interactive presentation,” and the numbers are even lower for other formats, including white papers. In B2B marketing, bad data represents a huge lost opportunity. According to SiriusDecisions , companies with the best quality data drive 70% more revenue through marketing programs than those with simply average data quality.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

12 Surprising B2B Marketing Spammers on Twitter

Digital B2B Marketing

Every time you favorite a Tweet, it shows up in someone’s interaction stream, but it isn’t immediately visible in your account. Collecting followers is so last decade. It is easy to make arguments against simply trying to build up your following count and the tactics that are often used: Purchased followers aren’t real. Apparently, then its different. Twitter Favorite Spam.

Your Content Marketing Must Become Convenient

Digital B2B Marketing

Every piece of content and interaction should lead to another one. Look around you. There is a coffee shop on nearly every corner. Supermarkets offer one-stop shopping for all your needs. Your favorite TV shows are recorded or are available on demand, conveniently available anytime you want. Google and Wikipedia have put information on nearly any subject just a keystroke or click away.

Content Will Not Be King

Digital B2B Marketing

focus on relationships would improve almost all marketing activity , as it would focus on meeting each individual’s needs and on the quality of the interaction that builds each relationship. Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Your Turn.

Can’t Buy Me (Social Media) Love!

Digital B2B Marketing

In social media, your interaction and content must focus on your preference segment. In social media, marketers buy attention with promotions or discounts. And research shows consumers expect this from marketers. 44% connect with brands on Twitter for discounts ( source ). The problem is, buying attention is an old school mindset, plopped into a new communication paradigm. That is OK.

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B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

All Media Will Be Social Media

Digital B2B Marketing

Here are three predictions for what this future may include. A New Interaction Layer Rather than tweet buttons and comment boxes on each page, sharing and commenting will be integrated into browsers or OSs. Companies will promote interaction with call outs and reminders, or also integrating the functionality into their site, making it clear what action visitors should take. When the conversation and functionality is brought to a company’s site, completely ignoring social interaction will no longer be an option for companies. The future of digital media is social.

TV Really Is Easier to Measure than Social Media

Digital B2B Marketing

It focuses on direct interaction and ignores the fact it is just one part of a larger communications mix. In the meantime, correlations and interactions between channels can begin to be assessed. KMart’s CMO made waves recently by saying TV, and other traditional channels, are easier to measure than social media. Follow @jaybaer @jaybaer Jay Baer. disagree. link]. History.

Content Will Not Be King

Digital B2B Marketing

focus on relationships would improve almost all marketing activity , as it would focus on meeting each individual’s needs and on the quality of the interaction that builds each relationship. Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown.

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Which Social Network is Right For B2B Marketing?

Digital B2B Marketing

Consider not just where they are, but where you have the opportunity to interact. When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. Take a quick look at the very different sharing patterns of the three sites below. Mashable : Twitter is huge, LinkedIn isn’t even included.

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B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Online Media Needs Innovation, Not a TV Standard

Digital B2B Marketing

Principle #4 – Determine interactivity “metrics that matter” to improve evaluation of branding efforts. Yes, we have a hodgepodge of interactivity metrics today. The solution is for marketers to take ownership of their own metrics , working with a third party to ensure consistent apples-to-apples interactivity measurement that is specific to their campaign needs. With the creation of interactivity metrics in Principle Four, they are introducing key metrics that are specific to online, without corollaries in other channels. Drive industry consensus around a solution.

When Did Automated Dialogue Trump Real Conversation?

Digital B2B Marketing

Earlier this month, Forrester launched an Interactive Marketing chat using the hashtag #IMchat. Create a personalized dialogue with each prospect at every point in the sales process! This sounds like a pitch for marketing automation. While the result is valuable, it is not a dialogue. Here are some of the characteristics of this “dialogue&# marketing has created with automation: Most of the audience response is a click and inferred consumption. It is based on well educated guesses about what information someone needs next, not answering a specific question or need. Your Turn.

The Importance of Woozles in B2B Marketing

Digital B2B Marketing

It is important to remember the interaction with your sales team, one-to-one, will have a tremendous impact on your woozle, but it is not the only factor. Every team member must reflect these values in their interactions. With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? And what does that have to do with a woozle?

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Are Your Company Values a House of Cards?

Digital B2B Marketing

Prospects and customers experience how you live your values in every interaction. Company values cannot be merely said, they must be lived. Lived by every single employee of your company, internally and externally. All it takes is one misstep for the perception of your company and brand to unravel. experienced this earlier this year. vendor inadvertently forwarded an internal email chain.

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Online Advertising Metrics: A Simple Framework

Digital B2B Marketing

Also, content downloads and interactions are a good indication that you are reaching an audience that is interested in your category and what you are offering. Email List Rental: Approach with Caution → Online Advertising Metrics: A Simple Framework March 1, 2011 by Eric Wittlake 1 Comment When planning an online advertising campaign, or reviewing results, the data can be overwhelming.

The Pledge Twitter Needs to Make to Users

Digital B2B Marketing

As targeting and relevance improve, both the value of interaction and the interaction rate will increase, improving Twitter’s revenue potential while improving the experience for users. 3. You cannot please everyone all the time. One of the places this truth is on stark display is when media companies attempt to balance the demands and expectations of advertisers and users.

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Your Audience is Gold « Digital B2B Marketing

Digital B2B Marketing

personal example: When I joined Babcock & Jenkins, one of the first things I did was sign up again for IAB SmartBrief , a great daily information source on interactive advertising. In B2B, where thought leadership is nearly every marketers goal, it is even more critical. But B2B marketers are responding slowly. The limited audience you have developed, and often mistreated, is gold.

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The 24 Best Interactive Websites of 2015

ScribbleLive

Everyone’s been raving about the popularity of web video this year, but a less talked-about form of visual content—interactive websites—can be way more engaging. These sites draw the viewer inside rich stories with stunning photography, videos, words, and interactive elements that create a stimulating personal experience. Important because: This interactive is sheer fun.

9 Types of Interactive Content for Innovative Lead Gen

Act-On

Interactive content can help with that. study from Demand Metric found that 88% of marketers who use interactive content say their content was somewhat effective or very effective in differentiating it from competitors. Compare that to marketers who don’t use interactive content: Only 55% of them can say the same. Interactive content is also tailor-made for engagement.

Kaon Interactive WINS the 2016 SBANE Innovation Award!

Kaon

And the Winner is … Kaon Interactive! Filed under: News , Uncategorized Tagged: B2B marketing , business challenges , Customer experience , innovative marketing technologies , interactive marketing , Kaon , Kaon Interactive , sales enablement , SBANE , SBANE New England , SBANEInnovation. This year has been no exception.

How Personalization Takes Interactive Content to the Next Level

B2B Marketing Insider

When we talk about interactive marketing content, we often use the word dialogue. The thinking goes that if traditional, static content is a monologue, delivering information to an audience without needing or even asking for their input, then interactive content is instead a dialogue since it requires the users to actively participate. Content Marketing

Interactive video for sales just got a big boost from Apple

Biznology

type of video experience that is not like watching TV—and is new to most smart phone users— is “interactive” video. With interactive video, the viewer can take charge of the experience by clicking objects on the screen. Interactive video used to be hard. Though much-used in eLearning, interactive video has been widely ignored by marketers for more than a decade.

10 Amazing Interactive Videos

SnapApp

Interactive videos, however, make an even greater impression on viewers because viewers do more than watch – they listen, read, write, and click. Engagement isn’t an end-goal with interactive videos. Engagement is the mechanism by which interactive videos are consumed. This interactive music video is unlike anything I’ve seen before. Oracle. Jeff Buckley. Vidyard. Usher.

How to Use Interactive Quizzes to Make Your Sales Team Smarter

Act-On

We like our pretty interactive content , don’t we? We know why we truly, madly, deeply love our interactive content (and it’s got nothing to do with ourselves – and everything to do with our customers). Interactive Quizzes Deliver the Goods. When done well, interactive content can be a big hit with prospects and give companies a lot of bang for their buck.

Your Next Practice: Interactive Value-focused Content

The ROI Guy

From the research, 84% of buyers now prefer more interactive and visual content, providing users with the ability to dynamically self-explore areas of interest, analyze opportunities, and obtain customized consultative advice. The ROI of Interactive Value-Focused Content? ADP, the well-known payroll and HR services firm, knows the value of interactive content well.

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13 Examples of Engaging Interactive Content

B2B Marketing Insider

The post 13 Examples of Engaging Interactive Content appeared first on Marketing Insider Group. A company’s website is often the first touchpoint for new visitors coming to learn more about its services. It is the main representation of the company’s solution to a problem, the primary resource for curious consumers. When someone […]. Content Marketing

For 2017: Less is More with Interactive Value-Focused Content

The ROI Guy

Interactive Content Leads the Way Demand Gen Report reveals that 84% of buyers now prefer more interactive and visual content , providing users with the ability to dynamically self-explore interests, analyze opportunities, and obtain customized consultative advice. Read more about our success with ADP here: [link] Learn more about Interactive Value-focused content here: [link].

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Announcing Vidyard’s New Interactive Video Player

Vidyard

Last week I snuck into our R&D lab on the second floor of our awesome new office and saw a few TOP SECRET things that I probably shouldn’t have, one of which was something labeled “ New Vidyard Interactive Player ”. Meet Vidyard’s New Interactive Player, a   monster upgrade to our already-awesome HTML5 video player ! The New Interactive Player: The Evolution of Engagement.

5 Reasons Your Marketing Can Benefit From Attending Interact 2014

It's All About Revenue

See what your marketing peers have to say about Interact! Meet us at Interact 2014: A Modern Marketing Experience from Eloqua. 1. Attending Interact gives me the opportunity to connect with industry professionals, learn new ways to be an effective marketer, and talk through my ideas with people who share my same passion for marketing automation.”. Brianna Dinsmore, Sr.

The State of Interactive Content

Vidyard

If you read the Vidyard blog you’ve probably heard of interactive content. To understand where interactive content came from, you have to understand where content marketing came from. A few years ago, there came a point where internet ads were so ubiquitous that they all became white noise to users, even if they were actually interested in the product being advertised. Get the Guide.

What Is Interactive Marketing?

Ceros

This post, What Is Interactive Marketing? written by Ashley Taylor Anderson , appeared first on Ceros Blog - Interactive Content Marketing & Design Tips. This kind of interactivity makes for a much more powerful marketing experience. People Consumers want to interact with brands, not just be passive purchasers of products and services. Two-Way Interaction.

Kaon Interactive Named Finalist in SBANE New England Innovation Awards

Kaon

The Smaller Business Association of New England (SBANE), sponsor of the New England Innovation Awards since its inception in 1986, proudly announces Kaon Interactive as a 2016 Finalist. Kaon Interactive   was selected from 188 innovative organizations to compete in the final phase of this competition. Filed under: CEO Corner , News , Uncategorized Tagged: awards , Innovation Awards , interactive marketing , Kaon , Kaon Interactive , SBANE , SBANE New England , Small Business Association of New England , Waltham MA. Aurora Imaging Technology, and iRobot.

Incorporating Interactive Marketing into Your Content Strategy

Ceros

This post, Incorporating Interactive Marketing into Your Content Strategy , written by Meg Cannistra , appeared first on Ceros Blog - Interactive Content Marketing & Design Tips. Interactive marketing is a great way to incorporate innovation into your strategy since it fits seamlessly into most content programs. Find Stories that Lend Themselves to Interactivity.

Interactive + Content + Partner = Great Marketing Example

It's All About Revenue

That’s why, with our Modern Marketing Experience conference coming up, we teamed up with our AppCloud partner, SnapApp , to put together an interactive tool that will help you discover the best breakout sessions to attend. If you haven’t registered yet, there’s a special treat for you at the end of the interactive tool below. Content loading. Content Marketing