Digital B2B Marketing

JANUARY 22, 2013

If you want a better understanding of the data that is available about you, you can view your profile on BlueKai or Bizo. Yes, some of your ads will reach the wrong person, but they will on trade publication sites as well. That is merely personalization and a mechanism to capture your attention. Glad you asked.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

APRIL 25, 2013

Here is the problem: As an individual building your own personal brand or as a marketer, you have taken the advice to share other people’s content to heart. If you just shared your own stuff, wouldn’t you be the online equivalent of the person at a cocktail party that just talks about themselves? In a bad way.

RSS 100

RSS Social Media Twitter Traffic 100

Digital B2B Marketing

AUGUST 13, 2013

I’ve had a recent (and continuing) personal lesson in agility. Like many long term business and marketing goals, our personal dream was still fuzzy around the edges. You may have a common understanding of your goal when viewed from a distance, but when you get up close, differences of understanding emerge.

Planning 100

Planning Marketing & Strategy Marketing Network Marketing 100

Digital B2B Marketing

JULY 26, 2011

Stacey Herbert started a Niche Amnesty challenge on DIYBlogger last week and asked bloggers to share a more personal side for a change. My Christian outlook has a strong influence on my view of marketing, something a number of people have assumed need to be at odds. Both views are probably right. Many say I’m cheap.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

FEBRUARY 7, 2013

The only art applied is headlines and adding the personal endorsements (+100! Share your view in the comments below or just say hello to me on Twitter (@wittlake)! Communicating something useful or interesting in 140 characters was an art , and some practiced it well. This art is already being lost.

Twitter 100

Twitter Conversion Promotion Practices 100

Digital B2B Marketing

OCTOBER 1, 2013

MailerMailer results are based on personalized email copy. Share your view in the comments below or with me on Twitter ( @wittlake ). Here are five recent email benchmarks, side by side. Notes on chart statistics: Mailchimp results exclude companies with less than 50 employees. Stop measuring your results against published benchmarks.

Advertising Benchmark 100

Advertising Benchmark Click Rate Sample Statistics 100

Digital B2B Marketing

FEBRUARY 7, 2012

It is an idealized view that for most organizations is as unrealistic as it is attractive. Belieavable Encourages Personality Today, brands need to engage, not broadcast. Personality creates more memorable conversation, and brands are no different. Being believable requires having a personality (or even lack of one!)

Social Media 100

Social Media Media Broadcasting Social Marketing 100

Digital B2B Marketing

APRIL 11, 2012

The average person online in the US was served 19,000 banners in 2011. If 31% of banners are not seen, every person still sees more than 13,000 banners a year. Share your view in the comments below or with me on Twitter ( @wittlake ). Here is a summary of 2011 online advertising in the US, based on data from ComScore: 4.8

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Banners 100

Digital B2B Marketing

MARCH 12, 2014

Find personal cloud computing solutions. When you create a nurture stream or any other followup communication, it should build on the intent behind the previous content viewed by each individual. Just like you do when you talk to someone in person! The challenge is that intent often isn’t readily apparent. In Practice.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

JUNE 28, 2012

This is why sales people with existing relationships are recruited and account managers work to develop personal relationships with clients. That click may be important, but calling it a conversation is an insult to the person with their hand on the mouse. Marketing is predominantly one-way communication.

Enterprise Management 100

Enterprise Management Paid Search Agency Work Management Marketing Proposals 100

Digital B2B Marketing

SEPTEMBER 10, 2013

You are promoting a one-off event, such as a webcast or local in-person event, and the additional available reach is key. You need the cleanest data possible for a program that has a very high investment per person (such as a gift or high end dimensional direct mail). You don’t need access to the list itself.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

FEBRUARY 25, 2014

Gary Thuerk, referred to as the father of spam, said “I never fill out any personal information on Web sites because it all goes into some kind of marketing database” in an interview with eSecurity Planet. Share your view in the comments below or with me on Twitter ( @wittlake ). Strategy banners Email Spam Toyota'

Rules 100

Rules Paid Search Agency Banners Barriers 100

Digital B2B Marketing

MAY 28, 2013

You will have two profiles for every visitor and you will not have a complete view of what a visitor has done. Someone may be highly engaged on your microsite, but your dynamic content triggers will show basic 101 content when that same person comes back to your corporate site to learn more. Dynamic Content Triggers Will Misfire.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

NOVEMBER 22, 2011

But Klout’s results are public and even simpler to see than Google’s (no long list of keywords to consider or personalization of results, just one big number). Share your view in the comments below or with me on Twitter ( @wittlake ). Klout measures influence (debate of the accuracy aside).

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

NOVEMBER 22, 2011

But Klout’s results are public and even simpler to see than Google’s (no long list of keywords to consider or personalization of results, just one big number). Share your view in the comments below or with me on Twitter ( @wittlake ). Klout measures influence (debate of the accuracy aside).

Best Practices 100

Best Practices Keywords Intent Google 100

Digital B2B Marketing

FEBRUARY 21, 2012

The most notable element isn’t the silence, it is the personal accounts sitting on what could be brand pages. Share your view in the comments below or with me on Twitter ( @wittlake ). Turning to the broader pool of B2B marketers, the situation is significantly different. Individuals and brands are claiming the same space.

B2B Marketing 100

B2B Marketing Brand Identity Branding B2B 100

Digital B2B Marketing

AUGUST 7, 2012

Every contributor to Linux has a personal stake in the Linux OS. Share your view in the comments below or with me on Twitter (@wittlake). If so, people are finding you through the recommendations of this community. Example 3: Linux Open source software has developed its own community. Image Credit: (CC) Gavin Llewellyn on Flickr.

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

Digital B2B Marketing

NOVEMBER 10, 2011

Influencers can range from individuals recognized within their personal networks for their expertise or opinion to journalists and analysts that may move an entire market. Share your view in the comments below or with me on Twitter ( @wittlake ). Who are the people (influencers) that will influence your ultimate target audience?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 10, 2011

Influencers can range from individuals recognized within their personal networks for their expertise or opinion to journalists and analysts that may move an entire market. Share your view in the comments below or with me on Twitter ( @wittlake ). Who are the people (influencers) that will influence your ultimate target audience?

Planning 100

Planning Word of Mouth Barriers Marketing & Strategy 100

Digital B2B Marketing

MAY 24, 2011

No, not the worn out demo, where I commit my time and you share a mostly canned view of your product. And by skipping directly to showing me a personalized solution, you also show me three things that are important in selecting a partner. Skip the traditional positioning step and tell me what you will do specifically for me.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

JANUARY 19, 2012

Since it was shared by Ford (not a personal connection I would trust to have an unbiased view) this isn’t a recommendation I trust. Business and Personal separation. Many people separate their business and personal activity. Having your employees share your content presents its own unique challenges.

Google 100

Google SEO Brand Identity Branding 100

Digital B2B Marketing

JUNE 4, 2013

Rather than base this list on published benchmarks, which often don’t reflect the differences in program costs or quality, this list is based on my own personal experience and on conversations with other marketers. Share your views in the comments below or with me on Twitter ( @wittlake ).

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 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 ). Today, B2B marketers use content to meet the information needs of their audiences. About Eric Wittlake.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

MARCH 15, 2012

Personally, I am less likely to share an article through social media if it is on a site that is covered with garish ad units or is always popping up subscribe forms. Your Turn In the spirit of inbound marketing, if you enjoyed this article or feel this view of the key components of inbound marketing warrants discussion, share it!

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

SEPTEMBER 11, 2012

As Twitter evolves from a technology company that was focused on serving users to a media company (at least in its business model) attempting to balance the demands of both marketers and users, the conflict is in full view. A commitment to maintaining Twitter as a valuable platform for personal and professional discussion and engagement.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

MARCH 25, 2011

Personal connections. Views expressed are my own. Seeding your Content Curation Program You don’t need to seed it with industry influencers or folks with a strong following (although it is great if you can!). Look for opportunities to seed with people that already look to your company. Long time clients.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

DECEMBER 8, 2011

Last week, I shared the results of an informal survey about banner ads promoting a site or product you recently viewed. More than 90% of the people I spoke with had a distinctly negative view of these ads and the few that liked them were marketers. Share your view in the comments below or with my on Twitter ( @wittlake ).

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

OCTOBER 17, 2016

Meanwhile, another person actively researching a solution barely touches your content. When we start incorporating data from beyond just interactions with our own content, we get a little bit broader view, and our marketing can be measurably improved. No, a fluffy blog post view shouldn’t change someone’s lead score.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Webcast 100

Digital B2B Marketing

MARCH 4, 2014

On LinkedIn, publishing is tied to an individual’s personal account. Someone who could publish personal interest articles in the future. A single executive can develop a personal following that benefits the company. If one person leaves, there is a smaller audience impact. Someone who could leave the company.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

JUNE 26, 2013

Nurturing needs to be approached with a long-term view. Depending on the type of event and information you have on each person, contacts that don’t engage at all may be moved into the active prospect program or put into your background nurture. Share your view in the comments below or with me on Twitter ( @wittlake ).

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 100

Digital B2B Marketing

JANUARY 8, 2013

I mean Eric Wittlake, as a person, does not exist on Google+. Share your view in the comments or with me on Twitter ( @wittlake ) or Google+ ! Here is why: There is no Google+ identity. I don’t mean a brand identity. Google has users running in Circles. What do you think? Image by blprnt_van on Flickr.

Google 100

Google Social Networks Network Marketing Stats 100

Digital B2B Marketing

DECEMBER 6, 2012

Extreme Technology Data for targeting and personalization will continue to advance. From Facebook to DMPs, CRM Retargeting , personalization and new data sources, every interruption will become more noticeable, more relevant and more targeted than the last. Share your view in the comments below or with me on Twitter ( @wittlake ).

Internet Marketing 100

Internet Marketing Twitter Marketing & Strategy Facebook 100

Digital B2B Marketing

DECEMBER 17, 2013

You create numerous versions for different audience segments, multiple triggered email streams and possibly even personalize your send times. Share your view in the comments below or with me on Twitter ( @wittlake ). It’s time to stop complaining that it isn’t fair and start embracing the challenge.

Facebook 100

Facebook Television marketing Brand Identity Branding 100

Digital B2B Marketing

MARCH 28, 2011

[Disclaimer: Yes, Google Ad Planner data is fundamentally flawed for an analysis like this because it excludes Google and other properties and it isnt designed to be a source of universal page view counts. I believe the real number of media properties that represent more than 50% of all US pages views is still less than 100.]

Twitter 100

Twitter Social Marketing B2B Marketing Broadcasting 100

Digital B2B Marketing

MARCH 31, 2011

In addition to the traffic driven by emails, search and advertising, ACME has 30,000 organic visitors to its site each month and 80,000 page views. A personal example: When I joined Babcock & Jenkins, one of the first things I did was sign up again for IAB SmartBrief , a great daily information source on interactive advertising.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Demand Generation Agencies 100

Digital B2B Marketing

MARCH 9, 2011

Personally, I’m annoyed with NetFlix every time their pop-up on Boston.com circumventing Firefox’s default pop-up blocker. As spam filters improve and become standard for both personal and corporate email accounts, marketers that don’t respect permission and repeatedly blast email are killing email.

Enterprise Management 100

Enterprise Management Spyware Blast Campaigns Marketing Management 100

Digital B2B Marketing

FEBRUARY 27, 2013

Jamie is the person in your organization that is passionate about your area of focus and can fake his or her way as a thought leader for an extended period of time. Publish your content: Publish two additional pieces of content every week and promote across personal and corporate social media accounts. Identify Jamie.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100