Digital B2B Marketing

MAY 30, 2013

Inbound marketing may be the hot topic for B2B marketers today, but today’s big B2B inbound marketers are all active outbound marketers as well. So how do you pair your outbound marketing activity with your inbound marketing? How Outbound Marketing Contributes to Inbound Marketing.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

MAY 28, 2013

If online advertising isn’t a meaningful part of your B2B marketing program, you may have dismissed the recent uproar caused by Firefox’s decision to block third party cookies. However, it doesn’t just impact online advertisers. Many B2B marketers will be impacted as well. The Simple Solution.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

DECEMBER 15, 2011

All marketing is integrated, even if it is unintentional, poorly done or working against itself. Marketing activity does not happen in a vacuum void of other influences. Most marketers don’t actually know. Traditional marketing organizational structures and measurements are built around individual components.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

AUGUST 9, 2012

To see how a particular element of your online marketing program is performing, you likely turn to your most recent reporting. You make the wrong marketing decisions. They are turning to search as a way to respond to marketing, a peer recommendation or another influence. But what if your measurement is wrong ?

Marketing Report 100

Marketing Report Search Marketing Peer-to-peer Marketing Budget 100

Digital B2B Marketing

NOVEMBER 15, 2012

Marketers have invested in marketing automation, content and, in many cases, creating complex business rules to determine what content and message to deliver when. The next evolution in marketing automation will be extending the application of these rules across the full spectrum of digital and addressable marketing channels.

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

MAY 22, 2012

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. Sirius Decisions actually labels this as inbound marketing, however I use a more limited definition of inbound marketing.)

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

SEPTEMBER 18, 2012

With new advances in marketing technology, tailored marketing campaigns like this are around the corner. Showing the Right Offer Information about your online behaviors and interests are widely available today. Showing the Right Offer Information about your online behaviors and interests are widely available today.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

JULY 24, 2012

In B2B marketing, standing out from the crowd and getting your audience’s attention is absolutely critical. The investments you have made in building your marketing database, creating content, and developing a nurture program carefully mapped to the buyer’s journey does nothing if your communication doesn’t get through.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

DECEMBER 22, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Video will come into its own for B2B marketers in 2012.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Video will come into its own for B2B marketers in 2012.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

JUNE 20, 2013

Marketers, stop it! In marketing, QR codes should be an alternative to typing a URL, they should never be the only option. But that hasn’t stopped marketers from using them underground in subway stations and in in-flight magazines. Using a QR Code Online. What mistakes do you see marketers make with QR codes?

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

AUGUST 30, 2012

Your marketing makes me dislike you. However, your marketing performance measurement doesn’t capture my disdain. Marketing ROI measurements are woefully incomplete. Online marketing, although offering a flood of granular data, focuses primarily on directly attributed positive outcomes.

ROI 100

ROI Autoresponders Advertising Agencies Correlation 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

JANUARY 12, 2012

Without marketing metrics, marketers cannot manage investments or show the value of marketing. However, without careful selection of metrics, diligent analysis and a clear overarching vision, those same metrics can become the biggest barrier to successful long-term marketing programs. Is traffic a key goal?

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

MAY 27, 2011

Yes, mobile is pervasive, but numbers alone don’t capture how much mobile can change marketing. Many B2B marketers are catching on slowly, distracted by low mobile usage on corporate websites or a limited understanding of how mobile marketing and mobile accessibility contributes to goals. Mobile Changes How We Communicate.

Mobile Marketing 100

Mobile Marketing Blogger B2B Marketing Social Networks 100

Digital B2B Marketing

JULY 14, 2011

Thought leadership is a common marketing topic, but unfortunately thought leadership is not a common outcome of marketing. Part of the problem is that thought leadership marketing has lost all notions of actual thought leadership. Thought leaders understand their own business, clients needs and the larger market context.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 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. Here are the signs your content marketing may be an illusion, it is really just email marketing: Your “best content&# is content you licensed or purchased, not created.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 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

JUNE 16, 2011

In the future, marketing must be valuable. Earlier this week, Michael Brenner outlined the future of marketing , drawing from last fall’s future of advertising article in Fast Company. These are the lights you strive towards, not a destination you ever reach (although as a consumer, I wish every marketer could!).

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 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

SEPTEMBER 27, 2011

” Most B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone. For B2B marketers, this environment requires a renewed focus on three elements and one major change. No thanks, I’ll pass.”

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

AUGUST 2, 2011

As B2B marketers enter the 2012 strategic planning season and begin shaping executional plans, it is important that we get it right. Today, many companies have replaced strategic planning with a set of goals and tactics, without a formalized marketing strategy. Many companies simply do not value marketing strategy.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

AUGUST 30, 2011

The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “ Branding Doesn’t Work in B2B “). How has the role of enterprise B2B marketing changed with respect to woozles? Provide value: Marketing must deliver the value that has your audience coming back.

B2B Marketing 100

B2B Marketing Peer-to-peer B2B Touchpoints 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

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. Employees and Partners.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

JULY 7, 2011

A challenge faced by sales and marketing is the emotions that matter are not the easy ones to create. Here are some of the stronger and more powerful emotions at play in B2B marketing and sales: Trust. Will your sales and marketing address these emotional needs, or will you rely on rational positioning? About Eric Wittlake.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

AUGUST 14, 2012

One of the emerging trends in online advertising promises to make this possible. Rather than targeting an audience based on various characteristics, CRM retargeting allows you to target segments of your CRM database with online ads. Conceptually, companies can do this because you provide your email address online.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

APRIL 11, 2012

A growing portion of online advertising is purchased through DSPs and ad networks, and with literally millions of sites that sell ads through these channels, online advertisers cannot rely on knowing every site their ads are on. With this has come a new wave of quality control issues for online advertisers.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Banners 100

Digital B2B Marketing

AUGUST 11, 2011

What would happen to your marketing programs if every channel required explicit opt-in and opting out or unsubscribing was just a click away? Preparing for opt-in marketing requires recognizing your audience is in control. But in an opt-in marketing world, simply being valuable does not ensure success. Be Uniquely Valuable.

Opt-in 100

Opt-in Social Media Social Marketing Media 100

Digital B2B Marketing

APRIL 16, 2012

Some days it seems online marketing revolves around cookies, those small text files stored in your browser that may be automatically deleted by browsers or routinely deleted by individuals. Online Marketing Measurement Cookie-based tracking understates online marketing performance.

Marketing Attribution 100

Marketing Attribution Banners Paid Search Agency Sample 100

Digital B2B Marketing

SEPTEMBER 24, 2013

Long-term, these could change the face of online marketing and advertising for almost every company. When it comes to online advertising revenue, no one is bigger than Google. Online advertising companies that use big data in advertising are today’s market darlings. Not even Facebook comes close.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

MARCH 7, 2013

If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Lead generation is still one of the top objectives of enterprise B2B marketers and many B2B publishers continue to propose banners as a way to deliver leads.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

JUNE 18, 2014

According to many in the digital advertising industry, at some point in the future digital marketing will be so targeted that consumers will want to see the ads. How will marketers do this? Information marketers can use to determine what you are interested in. . Data, of course. …one thing has been missing. Your Turn.

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

MARCH 19, 2013

Here are two new offerings LinkedIn introduced in the last quarter that seem to have slipped under the radar of most B2B marketers. More B2B marketers are embracing content every day, but maximizing distribution of content continues to be a challenge. Will LinkedIn Become the B2B Marketing Leader?

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

JANUARY 22, 2013

Data is reinventing the online advertising market. Today, algorithmic media buying is one of the fastest growing areas in online advertising and without data, it wouldn’t even exist. However, the problem with online data is it is inherently dirty. However, the problem with online data is it is inherently dirty.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

JUNE 4, 2013

If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch. Inbound or Content Marketing. Search marketing. Direct Mail. Telemarketing.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

MARCH 25, 2013

However, many B2B marketing groups are continuing to use the same targeting options they mastered in print and direct mail, simply applied to newer digital marketing tactics. Today, B2B marketers have many new options available. If you are like most B2B marketers, search is a staple component of your outbound marketing mix.

Advertisements 100

Advertisements Advertising DemandBase B2B 100