Digital B2B Marketing

JULY 26, 2011

For an example of this influence, see the bio I use on Twitter. When I put on a media planning and buying hat, this and my analytical side drive planning. I believe social media should be about being social and developing relationships. I work with B2B clients on media and integrated marketing programs.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 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 26, 2012

Integrated “Sure, we can add a twitter icon to our email. Strategy When you say strategy, or you referring to your 50 year strategic plan that considers things like the lack of potable water and the impact of peak oil on your business? Should it link to somewhere?” Our ROI was -25%, yikes! These are not empty terms.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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

DECEMBER 12, 2013

According to a recent survey, the majority of publishers now offer or plan to offer native advertising programs. The result: marketers are forking over big budgets to be able to publish on media properties like Forbes, but they are getting just a tiny fraction of the traffic to their content that staff journalists are getting.

Advertisements 100

Advertisements Advertising Google Work Management 100

Digital B2B Marketing

SEPTEMBER 24, 2013

Solutions similar to AdID will be announced by Facebook, Twitter, and a handful of other major players, leveraging their access to first party cookie spaces. I believe these two announcements are closely related and part of a bigger plan by Google to exert control over the data that is driving growth in the online advertising market.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

JUNE 2, 2011

It is time to step back from planning content for the buying cycle and focus on Stage Zero Content. Noting the launch of Twitter lists today isn’t helpful. I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

JULY 23, 2013

When working on media programs, media partners will often ask for a goal, and many meet it in their proposal. Then they wonder why they aren’t in the final plan. Share your response in the comments below or with me on Twitter ( @wittlake ). The answer is simple: competitors had better offers. Photo Credit: ?ick

ROI 100

ROI Advertising Agencies Telemarketing Planning 100

Digital B2B Marketing

JULY 17, 2013

You still believe taking 3 months or more to create a marketing plan is normal. You know any business without a social media presence will be out of business in five years (bonus: you know that statement was first made nearly four years ago. Let me know in the comments below or share your reaction with me on Twitter ( @wittlake ).

Planning 100

Planning Banner Ads Banners Ad Exchange 100

Digital B2B Marketing

AUGUST 7, 2012

With more content competing for attention every day, is it time to add these alternatives to your inbound marketing plan? Example 1: Buffer Leo Widrich does frequent guest posts about social media tools, social sharing, creating an audience and similar topics. Share your view in the comments below or with me on Twitter (@wittlake).

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

Digital B2B Marketing

SEPTEMBER 22, 2011

However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. Share your view on this approach below or with me on Twitter ( @wittlake ). I am a digital and B2B marketer with a background in online media and analytics. About Eric Wittlake.

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. With that, here are 22 opportunities to incorporate content distribution into your paid media or advertising programs. And they’re right. Start incorporating content into your advertising.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

JANUARY 3, 2012

Step away from your own marketing plan and look at your marketing through your audience’s perspective. If you are a B2B marketer entering 2012 with increased budgets for social media, content marketing, mobile marketing and marketing automation, consider how your investments will benefit your audience.

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

AUGUST 23, 2012

Observed behavior, including the marketers website, content and email, as well as social media and other observable behavior. It can also include priorities, risk profiles, media usage, role in the purchasing process and numerous other elements and anecdotes. Share your view in the comments below or with me on Twitter ( @wittlake ).

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

JUNE 23, 2011

Make mobile the assumption, not the add-on throughout your planning. Make Social Media About the Social, Not the Media. As Jay Baer put it, you are at “ The Crossroads: Social or Media.&# I am a digital and B2B marketer with a background in online media and analytics. Your traditional cards are gone.

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 100

Digital B2B Marketing

MARCH 27, 2012

As both a marketer and a gardener, who struggles each year with finding a better way to create a garden plan, log activity and track results, I was intrigued. You can’t actually create a useful garden plan, using the space you have and crops you want to grow. Share in the comments below or with me on Twitter ( @wittlake ).

Examples 100

Examples Planning Marketing Management B2B Thought Leadership 100

Digital B2B Marketing

JANUARY 26, 2012

Priorities that include current projects, long term plans and a hug from our children when we get home. As a media buyer, it baffles me when publishers put a media kit behind a registration form, and then send the kit via email a day later. Share your additions in the comments below or with me on Twitter ( @wittlake ).

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

APRIL 9, 2013

What other ad formats or marketing tactics are so obnoxious that they actually undermine a marketing plan, in spite of any positive measured results they may drive? Share your examples in the comments below or with me on Twitter ( @wittlake ). Media banners online advertising' Photo Credit: M. Pratter via Flickr cc.

Ads 100

Ads Banner Ads Banners Effectiveness 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. Share your view in the comments below or with me on Twitter ( @wittlake ). Media buying email lists Email email lists list builds List Rental' Historically purchased lists have had a bad reputation for quality.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

OCTOBER 2, 2012

Media sales representatives perpetuate the problem, comparing reach to their competitors. The “more read our stuff” chart is in nearly every major media kit in one form or another and every day it leads marketers astray. Share your favorites in the comments below or with me on Twitter ( @wittlake ).

Advertisements 100

Advertisements Advertising DemandBase CRM 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. 60% said Facebook delivers the best ROI, 25% picked LinkedIn and just 5% chose Twitter.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 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. Sell the Value.

Barriers 100

Barriers Planning B2B Marketing Advertising Agencies 100

Digital B2B Marketing

SEPTEMBER 6, 2011

Plans are carefully laid. The media surrounds your audience. Your plan is the result of your passion. Is the problem the creative or the media placement? Share your practices in the comments below or with me on Twitter. 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

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. Algorithmic Media Buying. A significant portion of the online media landscape is quickly moving towards algorithmic media buying.

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

FEBRUARY 27, 2013

Thought Leadership Campaign Planning. Count on at least 60 days of planning and preparation, some companies may spend closer to 6 months as they identify the key resources. Develop social media profiles for Jamie on the core relevant networks for your target audience. Preparation is key. Develop Social Profiles.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

FEBRUARY 16, 2015

If your plan is to cold call everyone on the list, just skip the content promotion, buy yourself a list and start making calls. You can find Toby on Twitter ( @tobyhudsonse ) or on LinkedIn. Media advertising lead generation mistakes toby hudson' Photo Credit: Melissakis, H. via Flickr cc.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

DECEMBER 19, 2013

Time and time again, B2B marketers fall prey to a wonderful sounding sales pitch for their demand generation plan that goes something like this: “We use 100′s of data points and sophisticated technology that optimizes every single impression in your campaign. Share it in the comments below or with me on Twitter ( @wittlake ).

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

JUNE 7, 2012

May refer to paid search or other CPC priced media programs. SMM : Social Media Marketing. Generally used for paid media programs and calculated media cost divided by clicks. May also refer to media buys that are paid for based on the number of clicks (as opposed to CPM). CPC : Cost per Click. CPL : Cost per Lead.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

APRIL 7, 2011

Your plan reflects your brand objectives, at first. If so, please comment below, or share your opinion with me on Twitter at @wittlake. Leave a Reply Cancel reply Eric Wittlake I am a digital and B2B marketer with a background in analytics and online media. Maybe you don’t start here. Views expressed are my own.

Click Rate 100

Click Rate Demand Generation Agencies B2B Marketing Enterprise Management 100

Digital B2B Marketing

JANUARY 20, 2014

For example: You can serve specific creative to people who have previously been to your site (or certain sections of your site) within your primary media plan. Share your answer in the comments below or with me on Twitter ( @wittlake ). Simple in concept, but rarely actually done in B2B marketing.

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

MARCH 1, 2011

Digital B2B Marketing Eric Wittlake's Blog on B2B and Digital Marketing Home About Posts Comments Media Rants In Practice Measurement Content Research Social Media News In Theory Demand Generation ← Ad Networks, Exchanges and … B2B? Based in Portland, Oregon, I run the media group at Babcock & Jenkins.

Advertisements 100

Advertisements Advertising Planning B2B Thought Leadership 100

Digital B2B Marketing

JANUARY 17, 2012

Analyst firms ( irony: whose papers you may listen and distribute ), media companies (who you purchase advertising from) and individual influencers are all competing to be your audience’s primary information source. Your Turn How do you plan to meet the challenge of an increasingly competitive content marketing environment?

Mobile Advertising 100

Mobile Advertising Content Work Management Mobile Marketing 100