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

MAY 25, 2011

The Changes to Email Marketing will Not End with Facebook. Jay Baer proposed in a blog post on Monday that Facebook for Business is Email Marketing 2.0 , and that email can then be used to value marketing efforts on Facebook. Facebook is (part of) Email Marketing 2.0. But email marketing is a one-way blast channel.

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

OCTOBER 29, 2013

One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. Marketing often isolates statistics, removing them from any context that would allow for appropriate comparisons. Content marketing. Marketing automation.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

MAY 28, 2015

As I came back from the B2B Marketing Innovation Summit, put on by Demandbase, I couldn’t shake the feeling that we aren’t doing enough. Sure, marketing is changing faster today than it did yesterday. It doesn’t matter how fast marketing is changing! That I’m not doing enough. Blah blah blah.

B2B Marketing 100

B2B Marketing Planning DemandBase B2B 100

Digital B2B Marketing

AUGUST 27, 2013

Old content is the real king of content marketing. It’s why established publishers still have a huge advantage. Old content is the reason content marketing takes so much time, in months or years of calendar time, not in hours of effort, to reach its potential. B2B Marketing Strategy Search Results. Search Results.

Content Marketing 100

Content Marketing Content Inbound Marketing Search Marketing 100

Digital B2B Marketing

OCTOBER 9, 2012

You can publish. With more people publishing and more competition for our attention, free and easy-to-use communication channels lead to spam. Even well-intentioned individuals, marketers and publishers can fall into the spam trap. You can broadcast. You can spam. Today, communication is more accessible than ever before.

Social Media 100

Social Media Social Marketing Advertising Agencies CAN-SPAM 100

Digital B2B Marketing

NOVEMBER 6, 2012

Perceptions are created by experience with your products, service and people, through what other people say about you (even competitors) and through your own marketing. However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. All they see are leads.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

FEBRUARY 14, 2013

There is a disturbing trend in both consumer and B2B marketing: Marketers do not love the people they are marketing to. Behind closed doors, many marketers don’t like or even respect them. In turn, consumers and B2B buyers have come to dislike marketing. This trend will eventually destroy your business.

Word of Mouth 100

Word of Mouth Banners Custom Publishing Marketing & Strategy 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

DECEMBER 13, 2011

What are B2B marketers biggest measurement challenges? If you prefer, a full transcript of the chat, with only personal banter removed and no additional commentary, has been published as a longer transcript on Storify. How do they effectively communicate results within the organization? You can also view the summary on Storify.

B2B Marketing 100

B2B Marketing B2B Marketing Analytics Tools Twitter 100

Digital B2B Marketing

JULY 31, 2012

B2B marketing is complex. Sales cycles are long, measurement can be convoluted, and segmentation, lead scoring and sales and marketing alignment take traditional marketers into uncomfortable spaces. Amid the details and uncomfortable spaces, the bigger marketing picture is often lost. Buyers need information.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 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. Question Networks and Publishers. Do they have experience targeting your audience for similar marketers with similar goals? Strategy advice marketing advice'

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 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 19, 2012

Inbound marketing is a clear trend in B2B marketing. In fact, Sirius Decisions, a research firm focused on B2B markets, predicts more than 75% of leads will be sourced through inbound channels by 2015. The discussion highlighted three specific areas where content is challenging B2B inbound marketers.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

JANUARY 31, 2012

Businesses turn to marketing to drive revenue, but are you really ready? Before investing in marketing you must ensure other key areas of your business are ready first. If your offering isn’t ready for the market, your marketing will not solve your problems. Finally, start your marketing. Educated Buyers.

Business 100

Business B2B Sales Paid Search Agency Startups 100

Digital B2B Marketing

AUGUST 16, 2012

It seems there is another marketing infographic hiding around every corner of the web, and it will probably fall well short of its potential. Here are 5 of the biggest infographic mistakes marketers make with an example of each. link] Source: [link] Your Turn What other mistakes do marketers make with infographics?

Segmentation 100

Segmentation Statistics Internet Marketing Social Media 100

Digital B2B Marketing

APRIL 29, 2014

Native advertising, and specifically native publishing programs, will struggle in the future. It isn’t because publishers’ offerings are flawed, because visitors have developed sponsored content blindness or because we have all developed an aversion to all sponsored content. First a quick definition of native publishing.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 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. Inbound Marketing 4. Marketing Automation 11.

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. Inbound Marketing 4. Marketing Automation 11.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

MARCH 15, 2012

Last week, I made the case for a new definition of inbound marketing , or as Michael Brenner ( @brennermichael ) called it in the comments, a “call to arms” for inbound marketers. As inbound marketing evolves, the components also need to change. As inbound marketing evolves, the components also need to change.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 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. Yes, I enjoy discussing the latest marketing trends or if marketing really is dead (no, but it has changed so much it might as well be).

Content Marketing 100

Content Marketing Planning Webcast Lock-In 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

DECEMBER 20, 2011

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. Consider the lead generation activities of the following three types of marketers.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

NOVEMBER 19, 2013

Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue. Measuring B2B Publisher Lead Generation Programs.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

DECEMBER 2, 2013

From content to process to branding, here are five steps you can take to improve the results from your publisher lead generation programs. Content publishers provide is generally early stage. When you run publisher lead generation programs, the promotions will focus on your content. Select Your Content Carefully. Follow Up NOW!

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

JULY 10, 2012

Lead generation continues to be a top objective for B2B marketers and content syndication is primary offering from publishers. Definitions: Content syndication refers to distributing content through publishers and requiring registration in order to capture contacts. Networks can often offer lower costs and significant volume.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 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

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

APRIL 9, 2013

However, as online publishers develop new “higher impact” online ads, recently published results should serve as a warning to both publishers and advertisers:: Don’t allow ads to come between your audience and the content they are looking for. The results from these ads can be misleading.

Ads 100

Ads Banner Ads Banners Effectiveness 100

Digital B2B Marketing

MAY 3, 2012

Among paid media and advertising tactics, lead generation programs like content syndication are a key source of leads for B2B marketers, especially in the enterprise technology space. Tell a B2B publisher that you are interested in lead generation and the majority will point to some form of white paper syndication program they offer.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

JANUARY 9, 2014

I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. Even worse, I’m tired of publishers that like to name drop and associate big brands with bad behaviors because it drives traffic, even when the brand was innocent. In one sense, it is true. Expert advice.

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

FEBRUARY 4, 2012

Although it has not been publicly announced, it appears QuinStreet has purchased Ziff Davis Enterprise , the publishers of eWeek, Baseline, CIO Insight and Channel Insider (not to be confused with Ziff Davis, the publisher of PC Magazine, or ZDNet, which is owned by CBSi). What About Other Publishers?

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

MAY 17, 2011

However, the requirement that marketing deliver leads will not change. Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. Can your marketing compete with my passion? The Marketing Tactics that will Dominate.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

FEBRUARY 13, 2012

Once, most advertising was purchased directly from publishers. Real Big Data Brought to Marketing In marketing, Big Data often refers to the data that is created and captured in digital marketing. The marketing opportunity is to act on all data, not just the data captured by digital marketing programs.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 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

APRIL 26, 2011

Banner Ad: The top banner ad is outperforming the industry average 0.10% click rate [actual rate has been removed to protect client and publisher details, advertising has 'performed well' on a number of measures]. As a marketer, you should be encouraged by the sponsorship results. Use content as a catalyst to increase engagement.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

JULY 3, 2012

Increasingly, marketers are adding content curation to their marketing activity, often with objectives of sharing a certain amount of content each day. Ardath Albee ( @ardath421 ) has a sample to-do list for a content marketer in Show Quantity the Door. That doesn’t mean curation is not valuable.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100