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

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. If you then learn you can do better, 50% will no longer be good enough to win your business. The answer is simple: competitors had better offers.

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. Social Media' You believe print advertising is poised for a major comeback.

Planning 100

Planning Banner Ads Banners Ad Exchange 100

Digital B2B Marketing

MAY 1, 2012

You want to change, but investing in inbound ahead of significant results throws a wrench in your budgeting and planning. Social Advertising It may be some time before your social media presence is large enough to effectively seed your content through your own social media footprint.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

MAY 13, 2014

How Mute Works on Twitter. What am I missing, what do you plan to use Twitter’s mute button for? News Rants Social Media Filter twitter' You share my content, I’ll share yours! As long as you support my vanity metrics, I’ll keep supporting yours! Together we’ll become the next ninja gurus!

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 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

JUNE 2, 2011

It is time to step back from planning content for the buying cycle and focus on Stage Zero Content. When I look for information on inbound marketing, I turn to HubSpot, and if I’m looking to work with anyone in the category, HubSpot will be the first company I call. Filed under: Branding , Content , Rants , Social Media.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

SEPTEMBER 24, 2013

With two changes announced in the last week, Google is moving to control all online data, from the data used by today’s most innovative online advertising companies to the data B2B marketers need for simple microsites to work effectively. Marketing Technology Media AdID big data chango Google rocketfuel Simpli.fi'

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

APRIL 9, 2013

Banner ads work. Banner ads don’t work. 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? Media banners online advertising' Banner ads are just wallpaper. Photo Credit: M. Pratter via Flickr cc.

Ads 100

Ads Banner Ads Banners Effectiveness 100

Digital B2B Marketing

SEPTEMBER 10, 2013

While it is true that quality is lower, the relatively low cost still works out well for many companies. Consider purchased lists if these points are true: You have a clear plan to make use of the data throughout the year. You are working on a very targeted program and will only be using the list a couple times in the year.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

JANUARY 3, 2012

They have a clear vision for why their approach should work and they continue to evolve their approach in order to achieve their vision. Step away from your own marketing plan and look at your marketing through your audience’s perspective. Is it merely marketing noise or is it valuable?

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

JANUARY 26, 2012

Attention that today is focused on our priorities at work and at home. 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.

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

JUNE 26, 2012

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? They are widely used in planning discussions, in agency briefs and in the media, but they no longer clearly communicate your intent.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 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. Alternatively, check out the work BlitzMetrics is doing for some B2B marketers.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 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. 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. About Eric Wittlake.

Planning 100

Planning Content Marketing Webcast Content 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

APRIL 20, 2016

According to a 2015 survey from Demand Metric and Demandbase, 45% of B2B marketers are testing or have adopted account-based marketing and more than 75% of those plan to increase their use of ABM in the next year. Or to put it a little bit differently, how do all of these companies most of us have never heard of know where we all work?

Advertising Agencies 100

Advertising Agencies Advertisements Advertising DemandBase 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

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 16, 2015

It comes from the people who are hands on, doing the work in a wide range of situations. Like many of the people I work with at publishers, Toby works on more programs in a month than many of us work on in a year and that position gives him first hand insight into what is working, and what isn’t, at scale.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

SEPTEMBER 6, 2011

Plans are carefully laid. The media surrounds your audience. Your plan is the result of your passion. Doing something that doesn’t work is learning. Continuing to do something that doesn’t work is lunacy. Is the problem the creative or the media placement? Filed under: In Practice , Media.

Optimization 100

Optimization B2B Marketing Campaigns 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. The Real Reason It Didn’t Work.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

JUNE 7, 2012

If you are new to B2B marketing, or just have to work with a B2B marketer, these acronyms and abbreviations may help decode the conversation. 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.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 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. 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.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

JANUARY 20, 2014

These are listed in the order of adoption that makes sense for the majority of B2B marketers I’ve worked with over the last few years. If you work for a hospital and visit IBM.com, it would be very unnatural if the entire homepage was about hospital and healthcare provider research and solutions. Better Ways To Use Data.

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? Step Four: Learn and Apply Learn from what is working, and from what isn’t.

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 solution doesn’t work on mobile devices or manage cloud-based applications.

Mobile Advertising 100

Mobile Advertising Content Work Management Mobile Marketing 100