Digital B2B Marketing

MAY 1, 2012

Your initial inbound marketing results are promising, but you need more. Inbound marketing represents a major investment for B2B marketers. Traditional B2B marketers face a challenge. You want to change, but investing in inbound ahead of significant results throws a wrench in your budgeting and planning.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

JUNE 23, 2011

If B2B marketing isn’t dead, it is changing very quickly. But the real change isn’t the marketing , it is how marketing has evolved in response to the evolving buyer. Here are five changes your marketing needs to make. As Michael Brenner said, Mobile Marketing is a Strategy, Not a Tactic.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

MARCH 27, 2012

B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus. Omniture (now Adobe) wants to be a leader on driving business results with digital marketing, not just measurement. Eloqua has an active voice on the entire spectrum of content marketing. Be Discovered.

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

JUNE 26, 2012

The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. ” To some people, this is an example of integrating their disparate marketing efforts. Your product name?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

JULY 26, 2011

To stop with the sales, the marketing or the technology, and share a bit more about who we are when we don’t put on a public face. I am a Christian, a family man, a marketer and a gardener. My Christian outlook has a strong influence on my view of marketing, something a number of people have assumed need to be at odds.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

OCTOBER 15, 2013

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. For most B2B marketers, it isn’t nearly enough. And they’re right. Social Advertising.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

JANUARY 26, 2012

Today, marketers are locked in a battle for attention. As individuals, we are flooded with more marketing messages than we can consume. The future of marketing is about attention. Priorities that include current projects, long term plans and a hug from our children when we get home. Blog posts or articles are best.

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

AUGUST 7, 2012

Inbound marketing is all about your content, right? If you use the components of inbound marketing I have shared or the common definition centered on content, social and search, content is at the core. During Marketo’s Social Rockstar Tour presentation, they presented two alternatives to content in inbound marketing.

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. I am a digital and B2B marketer with a background in online media and analytics.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

MAY 7, 2012

View original on Pinterest You are ready for social media. You have a clear strategy, well-defined goals and an execution plan. Your social media program needs time. With daily reporting, weekly results reviews and quarterly budget evaluations, long-term planning is increasingly challenging. You have executive support.

Budget Programs 100

Budget Programs Social Media Curation Case Study 100

Digital B2B Marketing

JUNE 29, 2011

The objectives, outlined below, are admirable: Define transparent, standardized and consistent metrics and measurement systems to simplify the planning, buying and selling of digital media in a cross-platform environment. This is an attempt to match the TV market, not to facilitate cross-media standards.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

JUNE 14, 2011

Audience research is invaluable and well developed personas provide a broad array of insights into the lives and minds of your target audience, insights that form the basis for your social media plans. Then, you put your social media plan in place, including sharing great content from others and creating your own.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

JUNE 28, 2011

This should be a call to ensure you measure your social media activities, and to measure them correctly. One of the challenges of measuring social media ROI is the return comes in many different forms. Most companies quickly implement traditional media measurements, slightly adapted for social media. They should be.

Media 100

Media Social Media ROI Media Plans 100

Digital B2B Marketing

JULY 12, 2012

However, there is very little quality research available for online planning in B2B. 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.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

DECEMBER 12, 2013

According to a recent survey, the majority of publishers now offer or plan to offer native advertising programs. Two months ago, I examined the performance of more than 300 BrandVoice articles on Forbes, one of the most established native publishing platforms for B2B marketers. What Marketers Can Do.

Advertisements 100

Advertisements Advertising Google Work Management 100

Digital B2B Marketing

SEPTEMBER 1, 2011

Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. If so, it is time to stop listening to the social media experts , the ones that gave you the idea you need to share 4, 8 or 15 pieces of content in the first place.

Social Media 100

Social Media Media Content Rules 100

Digital B2B Marketing

AUGUST 23, 2012

Lead scoring and personas are popular topics in B2B marketing. Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities. Lead Scoring B2B marketing uses lead scoring to determine what prospects should be sent to sales and when.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

SEPTEMBER 24, 2013

Long-term, these could change the face of online marketing and advertising for almost every company. Online advertising companies that use big data in advertising are today’s market darlings. RocketFuel’s successful IPO last week underlines the value the market is putting on these companies. Google wants to be both.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

JUNE 2, 2011

Current marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42 , 78% of B2B marketers say awareness is an objective of content marketing. It is time to step back from planning content for the buying cycle and focus on Stage Zero Content.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

MAY 3, 2011

Now Collective Media released new research showing 99% of internet users do not click ads. If your marketing plan is dependent on a click, your audience is getting smaller. Two things are particularly notable about this trend for marketers. Is your marketing integrated? Filed under: Measurement , Media.

Banner Ads 100

Banner Ads Ads Click Rate Banners 100

Digital B2B Marketing

MAY 9, 2011

SiriusDecisions’ B2B Sales and Marketing: Forging a New Alliance was an impressive event last week, and I was glad to have the opportunity to attend. Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers. Aligning Sales and Marketing. Effective Content Marketing.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

APRIL 9, 2013

However, every time a new interruptive ad format is introduced, it is aggressively adopted by marketers until consumers find a way to avoid it (ie popup blockers). As marketers, why do we have to wait for consumers to find a way to block ads? If so, interruptive advertising is the wolf in sheep’s clothing in your marketing.

Ads 100

Ads Banner Ads Banners Effectiveness 100

Digital B2B Marketing

JULY 11, 2013

When the success of your business is less important than the success of your marketing, something is seriously wrong. Yet this is exactly how most B2B marketers approach lead generation today! Instead you care about the number of marketing sourced leads. You don’t care about the number of leads your sales team has.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

MAY 13, 2014

What am I missing, what do you plan to use Twitter’s mute button for? News Rants Social Media Filter 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. I promise, I won’t mute you.

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 100

Digital B2B Marketing

SEPTEMBER 10, 2013

Consider purchased lists if these points are true: You have a clear plan to make use of the data throughout the year. For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations. Media buying email lists Email email lists list builds List Rental' Renting a B2B List.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

OCTOBER 2, 2012

It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive. This advice leaves B2B marketers looking at what their audience does. Media sales representatives perpetuate the problem, comparing reach to their competitors.

Advertisements 100

Advertisements Advertising DemandBase CRM 100

Digital B2B Marketing

MARCH 14, 2013

The idea that someday the CEO or Head of Sales will click a few buttons to set objectives, budget and timing and a machine will create and execute a marketing plan seems pretty far-fetched. When IBM’s Watson can tackle healthcare issues , marketing advice from machines doesn’t seem so unlikely anymore. Are you ready?

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

FEBRUARY 16, 2015

I had a chance to talk to Toby recently (when he was still with CBSi) and he shared three of the most common mistakes he sees B2B marketers make when they first start working with publishers. I thought it was great insight for B2B marketers looking to work with publishers for the first time (and a healthy reminder for many of us).

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

AUGUST 9, 2011

B2B marketers often face internal obstacles to strategic planning. Common barriers I outlined in Removing the Barriers to Strategic Planning in B2B Marketing are not valuing strategic planning, not having sufficient time and resources, lacking alignment around a strategy and a lack of internal expertise.

Barriers 100

Barriers Planning B2B Marketing Advertising Agencies 100

Digital B2B Marketing

DECEMBER 19, 2013

Programmatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. But it isn’t ready yet for today’s B2B marketer. Your vendor requests you add some sort of incentive offer and justifies it based on how targeted the media is. Context Was Completely Ignored.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

SEPTEMBER 6, 2011

Plans are carefully laid. The media surrounds your audience. Your plan is the result of your passion. Why is the biggest unanswered question in marketing. Is the problem the creative or the media placement? I am a digital and B2B marketer with a background in online media and analytics.

Optimization 100

Optimization B2B Marketing Campaigns Planning 100

Digital B2B Marketing

JUNE 7, 2012

Some days B2B marketing discussions seem more like a reading of alphabet soup. With lines like “we need SME commitment before developing DDMs for the ABM program”, it is no wonder marketers often struggle to communicate internally. Marketing Program and Concept Acronyms DM : Direct Mail DDM : Dimensional Direct Mail.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

JANUARY 22, 2014

What happens when you survey 50 media buyers? You learn that media buyers have put a bit of social lipstick on their buys but they still don’t understand the potential of social media, the importance of content, and so much more. The majority of media buyers are doomed. Why Media Buyers Don’t Like Twitter.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

JANUARY 20, 2014

For all of the discussion of data in marketing, and Big Data in 2014, most B2B marketers are showing they are inept when it comes to actually using data to improve the majority of their marketing. B2B marketing performance is being carefully tracked and optimized based on reported results. Better Ways To Use Data.

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

APRIL 20, 2016

2015 seemed like a breakout year for account-based advertising, with a flurry of account-based advertising offerings hitting the market. Interest in account-based advertising is, no surprise, following the adoption of account-based marketing. Any marketer with a sizable database can onboard data.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 100

Digital B2B Marketing

APRIL 7, 2011

Optimize towards broader reach and lower frequency placements, counter to both traditional marketing theory and research on online brand lift. Your plan reflects your brand objectives, at first. As a brand marketer, you went backwards. As a marketer, there are only two good solutions. Maybe you don’t start here.

Click Rate 100

Click Rate Demand Generation Agencies B2B Marketing Enterprise Management 100

Digital B2B Marketing

FEBRUARY 27, 2013

However, establishing thought leadership is a common objective and many B2B marketing organizations continue to work within a campaign framework. Ideal or not, many B2B marketers need solutions that deliver real recognition as thought leaders within a campaign structure. Thought Leadership Campaign Planning. Preparation is key.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100