Digital B2B Marketing

JULY 10, 2012

Sample publishers: Computerworld , Information Week Email-based Content Syndication Email-based providers often begin with purchased or third party lists and can grow their database quickly. Publisher programs are generally the most expensive and may not deliver higher quality contacts.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

JUNE 4, 2013

Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch. To make this list, tactics must be cost effective, measurable and scalable. The B2B Lead Generation List. What Didn’t Make the List. Sometimes it is more interesting to consider what didn’t make a list a why.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

JULY 12, 2012

List Tools Most trade publishers still rent email or postal lists, making list searches a good way to identify publishers as well. Suggested Resource: NextMark Mailing List Finder 3. Use the Delicious Tag Search and refine the tags you use based on the related tags list Delicious provides.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

OCTOBER 18, 2012

Create custom target lists. It is often far easier to define the criteria for a target list than to develop the target list. Demandbase has a database of company information that can be used to develop lists based on your criteria. If you target companies, you should be measuring companies too.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

AUGUST 14, 2012

If your email address is one of the emails a company is looking for, they add you (technically, a cookie ID in your web browser) to the list of people they are targeting. At this point, it becomes identical to a retargeting campaign: ads are delivered only to people on the targeted list.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

JANUARY 9, 2014

Thoughtful, even actionable, discussion of the future (not merely a list of predictions). I listed four types of content I believe will be valuable, not just another entertaining attention sinkhole, to marketers today. What would you add to this list and what would you remove? I hope I will hear from you either way.

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

JULY 24, 2012

Today you can target online advertising in addition to email list rentals and lead generation programs to just your list of target companies. Will this capability, and some of the others listed here, face similar backlashes? If you knew your advertising was only reaching people at these companies , would it be worth more?

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

MARCH 1, 2012

Review the list. Take the time to review the full list of partners. If the list is too long to be able to review, ask for the program to be limited to the top few hundred sites and review that list. Of course the sites that are disclosed will be a fit. Monitor your content. Track your results.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

OCTOBER 29, 2013

However, if we list the answers differently, we might get a significantly different result. Consider the following list of choices: A. Go back to the original question, the full list of choices and the responses to see where the results were biased. What would you add to this list, or what would you take off?

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

MAY 7, 2013

That’s the first five on my list. What’s on your list? I’ll roll up additions from you along with the rest of my list in a post next week! Share the top mistakes you see B2B marketers making today in the comments below or with me on Twitter ( @wittlake ). Photo credit: zenera via Flickr cc.

B2B Marketing 100

B2B Marketing Planning B2B Act-On 100

Digital B2B Marketing

OCTOBER 15, 2013

For consumable, spreadable content without a strong sales or company spin, start with this list. They are taking targeting to a level some list providers can’t even match. This isn’t paid distribution in the traditional sense but it deserves inclusion in this list. If so, search should be at the top of your list.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

AUGUST 28, 2012

If you are looking for another article that lists search, social media, persona development or lead management, this is not it. Your Turn You have my perspective, what is your list of the most important attributes of B2B marketers that can adapt in this changing market? Those are skills that can easily be learned by the right person.

B2B Marketing 100

B2B Marketing B2B Best Practices Marketing Management 100

Digital B2B Marketing

NOVEMBER 27, 2012

B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. Marketers are just turning social into a source of email or telemarketing lists for mass outbound marketing. There is nothing social about this!

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

AUGUST 19, 2011

We each build our own communication channel on Twitter, choosing who to follow and list. Filters change the list/follow/unfollow decision, giving you more control over the tweets you see from each person. If auto-post applications are filling your stream with drivel, filters can cut through it.

Twitter 100

Twitter Work Management CAN-SPAM Social Media 100

Digital B2B Marketing

MARCH 25, 2013

With CRM retargeting, one of the newer options included in this list, you can target people in your email database across the web. Do you have a list of specific target companies or accounts? Providers: AdRoll, Fetchback, Retargeter. CRM Retargeting. Retargeting doesn’t have to stop with your site traffic. Audience Targeting.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

FEBRUARY 23, 2012

In Google Analytics, go Traffic Sources > Sources > Referrals and select “t.co” from the list of sources. Click the number of shares displayed on your content under trending links and you will get a listing of everyone that publicly shared your content on LinkedIn. You will get a report of visits from each t.co-shortened

Twitter 100

Twitter Linkedin Stats Marketing Analytics Tools 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. In B2B marketing organizations, content marketing aims to help buyers buy.

Buy 100

Buy B2B Marketing Work Management Content Marketing 100

Digital B2B Marketing

MARCH 4, 2011

Ziff does not rent their lists only to a carefully-selected list of companies with timely and relevant information. They rent their list to most companies willing to pay the expense. Lower List Quality. As a media buyer, I have always approached email list rentals cautiously.

Enterprise Management 100

Enterprise Management Advertising Agencies Digg Demand Generation Agencies 100

Digital B2B Marketing

JULY 9, 2012

Your Turn What changes would you add to the list? Are there any changes listed here you believe are too big for a given strategy and organizational structure to support? With a strong audience-focused content strategy and organization, you will be able to juggle these changes without dropping the ball.

Content Marketing 100

Content Marketing Planning Marketing Management Content 100

Digital B2B Marketing

JUNE 26, 2012

Add to the list in the comments below or share your reaction with me on Twitter ( @wittlake ). A best practice guide, vendor comparison, industry perspective and even a sell sheet have been lumped under the heading of whitepaper by many marketers. Your communication, and the programs that result, will by improved.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

DECEMBER 14, 2012

In B2B marketing, and particularly in enterprise technology marketing, publishers lean heavily on email lists for lead generation programs, including whitepaper and webcast promotions. B2B email lists also still command high rental rates ($300+ CPMs are very common). How many emails does a publisher send to their list?

Ad Frequency 100

Ad Frequency B2B Webcast Opt-out 100

Digital B2B Marketing

NOVEMBER 13, 2012

It isn’t hard to believe, just ask any B2B marketer that has tried marketing to a bad prospect list. Sirius Decisions research indicates that good data can increase revenue driven through marketing by 70%. Despite the positive impact data can have, B2B marketing organizations have been slow to embrace new sources and types of data.

B2B Marketing 100

B2B Marketing B2B Barriers Validation 100

Digital B2B Marketing

MAY 28, 2015

But at the root of nearly every item on this list is the ability to do so much more with data and technology today than we could just 24 months ago. We need to redouble our efforts to be relevant and valuable to the people we want to reach or they will just keep tuning us out. We need to master data. Yes, we all use data today.

B2B Marketing 100

B2B Marketing Planning DemandBase B2B 100

Digital B2B Marketing

DECEMBER 2, 2013

3 email blasts, 6 newsletter ads, calendar listing and 2 weeks of on-site promotions), choose content that will maximize your response and conversion rates. Content that guides prospects looking to create a short list of solutions can be particularly effective in these programs. Content For Fixed Promotional Package. Sponsored Content.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

JULY 17, 2012

Promotional offers have the potential to get you into late stage discussions, after the short list would normally be finalized. Decisions need to be justified and showing the case for positive ROI is not enough if a similar solution is available for a better price. Yes, leading with price can devalue your solution.

Pricing 100

Pricing Price B2B Sales Differentiation 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. What am I missing, what do you plan to use Twitter’s mute button for? Share your view in the comments below or with me on Twitter ( @wittlake ).

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 100

Digital B2B Marketing

FEBRUARY 25, 2014

And no, when someone fills out your form, they aren’t asking to be added to an email marketing list even if many, like Gary, know it will happen. Do you like receiving phone calls at dinner time? Probably not, and you are not alone. More than 200 million numbers had already been added to the Do Not Call registry in 2010.

Rules 100

Rules Paid Search Agency Banners Barriers 100

Digital B2B Marketing

OCTOBER 31, 2012

This definitely should be included in the list of infographic mistakes marketers make. Everyone else is creating infographics, so the folks at Confused.com, purveyors of discount car insurance, apparently decided an infographic about social media zombies would help them sell more car insurance.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Television marketing Social Media 100

Digital B2B Marketing

MAY 30, 2013

What other ways would you add to this list? Now make certain your audience finds the answers they are looking for. Tactic: search. There are many ways outbound marketing can support your inbound marketing efforts. Share your answer in the comments below or with me on Twitter ( @wittlake ). Image Credit: (CC) Gavin Llewellyn on Flickr.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

JANUARY 24, 2012

If cable and online video fragmented TV audiences, then audiences are shattered when everyone produces their own channel or subscribes to a handpicked list of channels produced by their friends, influencers, entertainers and chosen brands. Once upon a time (approximately 1,500 days ago) companies could reach out to influencers individually.

Peer-to-peer 100

Peer-to-peer Cable Outreach PR 100

Digital B2B Marketing

MARCH 25, 2011

Most Twitter lists are examples of curating sources, not content. Say 100 is an excellent list of 100 individuals, curated by category thought leaders including Seth Godin and Clay Shirky. Today, success requires being the best at meeting the needs of your specific, focused audience.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

APRIL 11, 2013

At the very bottom of the list are lack of buy-in/vision (22%) and finding trained content marketers (14%). Only 39% report a lack of budget. source ) Similarly, the Curata survey shows only 7% say senior level buy-in is their biggest challenge.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

JANUARY 3, 2012

Essentially, you become a check-the-box marketer, with a list of marketing activities you need to accomplish and without your own cohesive marketing vision. When you follow best practices and chase trends, you allow someone else’s vision to dictate your marketing approach. By definition, they had fewer competing marketing messages.

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

FEBRUARY 12, 2013

Social media is on my list of “does it work” discussions to stop participating in. Blanket statements about what works and doesn’t work do not improve anyone’s understanding and do not advance your cause in the face of opposition. Share your answer in the comments below or with me on Twitter ( @wittlake ).

Social Media 100

Social Media Media B2B Case Study 100

Digital B2B Marketing

JULY 17, 2013

You refer to your grocery list as a shopping strategy. If more than a handful of these describe you, it is time to get to know, again, what the world beyond your marketing bubble is like. You attempt to type “camping” in a personal email. Your fingers instinctively type “campaign” instead.

Planning 100

Planning Banner Ads Banners Ad Exchange 100

Digital B2B Marketing

JUNE 29, 2011

The IAB has already created, and revised multiple times, a list of standard ad units. If planners can effectively plan cross-channel when online is limited to 300×250 and 728×90 sizes but cannot handle the variety of ad units we have today, we need new training programs and new planners, not a new list of ad units.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

APRIL 28, 2011

Listening is intentionally excluded from this list. If you are engaging at the category level, this is a good indication of where category information is shared or conversations are happening. Although incredibly valuable, it requires significantly more time and some prior experience using listening tools.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100