Digital B2B Marketing

MARCH 1, 2012

Sage’s content is being promoted on Hey, It’s Free!, Here is a screenshot of Sage’s white paper “7 Steps to Building a Business Case for ERP” promoted on the site. However, BMC Software is promoting 30 pieces of content on FreewareFiles.com , most likely without their knowledge. Track your results.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

JULY 21, 2011

Too many companies are stuck in this rut, and because of it, email is filled with content promotions today. Much of it looks like a product pitch, full of promotional product-benefit language. Marketers that approach content marketing this way optimize promotions, not content.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

FEBRUARY 7, 2013

Today, 140 characters is just a promotion for 500 more words. Do you feel Twitter is a good place for conversation, or has it been taken over by links and promotions? I don’t know about you, but I miss the old days of Twitter where people shared insightful thoughts or strangers met through a conversation.

Twitter 100

Twitter Conversion Promotion Practices 100

Digital B2B Marketing

AUGUST 16, 2011

As self-serving promotional behavior pervades Twitter (and yes, I am guilty of some of this myself), what will the new normal behavior be? As the norm shifts towards self-promotional and away from conversational, it impacts the communication channels each of us have built on Twitter. Discuss your view below or with me on Twitter.

Twitter 100

Twitter Social Media Google Advertising Channels 100

Digital B2B Marketing

MAY 17, 2012

There is no assessment of the quality of the content used in the promotions. Publishers actively promote the perception that they deliver leads. Any marketer with an open wallet can license someone else’s content, pay to have it promoted and capture registrations. Actually creating demand is completely ignored.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

MARCH 12, 2013

Allow it to guide every aspect of the creation and promotion of your content. So embrace its real goal (capturing a lead) and focus your creation and promotion your objective. If the real goal for a piece of content, the one thing it must do in order to be considered successful, is capture leads, embrace that goal. In Summary.

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

AUGUST 23, 2011

In social media, marketers buy attention with promotions or discounts. Consistent discounts and promotions erode your pricing power; preference increases your pricing power. Promotions and discounts can definitely deliver social media fan and follower numbers. And research shows consumers expect this from marketers.

Social Media 100

Social Media Buy Media Pricing 100

Digital B2B Marketing

JULY 10, 2012

Publisher-based Content Syndication Publishers are well positioned to deliver programs that include advertising, custom content and unique promotions in addition to content syndication, giving marketers significantly more options. Publisher programs are generally the most expensive and may not deliver higher quality contacts.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

SEPTEMBER 10, 2013

Whether you want to promote your upcoming webcast, send a multi-channel campaign, or give your telemarketing team a list of contacts to call down on, it starts with a list. You are promoting a one-off event, such as a webcast or local in-person event, and the additional available reach is key. This guide will get you started.

Buy 100

Buy ReadyContacts Ad brokers Ad Building 100

Digital B2B Marketing

JANUARY 12, 2012

Increasing your use of time sensitive promotions will definitely give you a short-term lift but it also creates a reliance on margin-eroding promotions. Is revenue key? Even good metrics can be misleading. If you don’t do all three items below, your marketing metrics will eventually mislead your marketing.

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

AUGUST 23, 2011

In social media, marketers buy attention with promotions or discounts. And research shows consumers expect this from marketers. 44% connect with brands on Twitter for discounts (source). The problem is, buying attention is an old school mindset, plopped into a new communication paradigm.

Social Media 100

Social Media Pricing Price Media 100

Digital B2B Marketing

OCTOBER 18, 2011

Companies will promote interaction with call outs and reminders, or also integrating the functionality into their site, making it clear what action visitors should take. Just like companies learned to develop custom landing pages to promote Likes on Facebook, corporate sites will direct visitors to engage.

Social Media 100

Social Media Media Linkedin Landing Pages 100

Digital B2B Marketing

JULY 14, 2011

Licensed analyst content to promote on its site and via advertising to capture leads. Captured leads with required registration by promoting case studies to senior IT executives. In today’s B2B marketing, the way thought leadership marketing is used is an oxymoron.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 100

Digital B2B Marketing

MAY 8, 2014

LinkedIn has become a powerhouse media company for B2B marketers , from opportunities for direct engagement (it does still have a few social media trappings) to publishing, content promotion and advertising. Not to mention the targeting data (but we’ll come back to that).

Linkedin 100

Linkedin Campaigns Social Media Advertisements 100

Digital B2B Marketing

FEBRUARY 14, 2013

They see email, direct mail, promoted Tweets, Facebook ads, banners and TV ads clamoring for their attention and cluttering their lives without adding any value. There is a disturbing trend in both consumer and B2B marketing: Marketers do not love the people they are marketing to.

Word of Mouth 100

Word of Mouth Banners Custom Publishing Marketing & Strategy 100

Digital B2B Marketing

OCTOBER 9, 2012

Twitter Mention Spam You have probably seen the spam on Twitter promoting iPhones, gift cards and similar. 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.

Social Media 100

Social Media Social Marketing Advertising Agencies CAN-SPAM 100

Digital B2B Marketing

JANUARY 19, 2012

Publications from mainstream (Mashable wrote “ get your Google+ brand page into as many influential people’s circles as possible “) to niche (HelloBloggerz.com wrote “ brands need to invest more time into promoting their Google Plus brand pages “) are misleading marketers. Create content that is worth sharing.

Google 100

Google SEO Branding Brand Identity 100

Digital B2B Marketing

JUNE 12, 2013

You promote your content through search, social, emails, newsletters, even banners. Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content. You are seeing strong traffic, engagement with your blog content and a steady increase in registrations for your premium content.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

OCTOBER 16, 2012

If it is an email promotion for an upcoming webcast or a banner ad showing how much money your business can save, a marketer is interrupting you and asking you to move on to something else. So why is inbound marketing a better way to market? The difference is friction. Friction is resistance to that movement.

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

MARCH 19, 2013

Now you can promote your SlideShare content on LinkedIn with both the benefits of advertising on LinkedIn (including excellent targeting options) and content posted on SlideShare (including sharing and engaging). Use Your SlideShare Content in LinkedIn Ads.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

APRIL 23, 2013

They organize events and promote them in the store, giving people even more reasons to visit, but it is still nearly empty. Occasionally someone wanders into the store. Some are intrigued; most never return. The family knows the town needs their store, so they forge ahead.

Communities 100

Communities Ad Building Twitter Trends 100

Digital B2B Marketing

NOVEMBER 29, 2012

Social media sites are now technology platforms that enable a structured flow of information between various endpoints. The various platforms we have today can be used for a wide range of purposes.

Work Management 100

Work Management Marketing Management Social Networks Social Media 100

Digital B2B Marketing

NOVEMBER 8, 2012

When more content competes for attention, marketers need to produce more content, produce higher quality content or invest more in promoting their content in order to get the same attention. As investment shifts, we will see at least three changes that drive up the cost of inbound marketing: More Content. Better content.

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 100

Digital B2B Marketing

MAY 14, 2012

Blog posts and other content are clamoring for attention with louder promotions and catchier headlines in an attempt to cut through the content clutter. ” All too often, the answer is “Not much.” ” We are flooded with content. This blog post will be one of millions published today.

Content 100

Content Buyer's Journey Education Marketing Prospects 100

Digital B2B Marketing

OCTOBER 2, 2012

If you are advertising in related context, such as promoting an enterprise software solution on CIO.com, it is a small change. Any time you put a message in front of someone, you are asking them to change what they are doing. If it is to briefly consider your message or take time to watch your video, advertising is an interruption.

Advertisements 100

Advertisements Advertising DemandBase CRM 100

Digital B2B Marketing

MAY 3, 2011

Or is your advertising promoting a walled experience, only accessible to the 1% of people that might click your ad? Although consumer marketers, with recognized brands, use view-through tracking to get around this to a degree, view-through has been very slow to catch on in B2B marketing. What happens to your campaign if no one clicks?

Banner Ads 100

Banner Ads Ads Click Rate Banners 100

Digital B2B Marketing

AUGUST 27, 2013

Promotion doesn’t matter? Even though the number of monthly posts has dropped, and with that, the monthly work that goes into publishing, traffic continues to steadily increase. This is the advantage of older content, in action. A Cautionary Note. Does this mean quality doesn’t matter? Design doesn’t matter?

Content Marketing 100

Content Marketing Content Inbound Marketing Search Marketing 100

Digital B2B Marketing

APRIL 25, 2012

If my goal was to promote Babcock & Jenkins , the agency’s work would be more prominent on this blog, but my overall activity would be very similar. As a marketer, if your social media program includes establishing individuals as participants in industry conversations, Triberr should be on your radar.

B2B Marketing 100

B2B Marketing Paid Search Agency RSS B2B 100

Digital B2B Marketing

JUNE 20, 2013

In a promotion carousel, there was a QR code to learn more about a certain tax situation. Thankfully, this isn’t nearly as common as it once was, but if someone has a web browser open, a simple link is best. One of the most egregious examples of this was on the Massachusetts Department of Revenue site a couple years ago.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

AUGUST 7, 2012

Are there people that are actively promoting or evangelizing your product for you? Content is often broadly defined to include various tools, however offering a free limited functionality version of your product goes well beyond things like ROI tools. Affinity Is there a strong community around your product?

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

Digital B2B Marketing

MARCH 12, 2014

A content promotion program didn’t make it suddenly appealing. But do you know the answer to the more important question: why did they take the time to read it or watch it? It isn’t because it was widely shared on Twitter or LinkedIn. Your SEO program didn’t make then read it.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

JANUARY 24, 2013

If your corporate blog is just promoting your company and your service, you probably need a new website before thinking about a blog again. Too often, it is clear they made one (or more) of these mistakes. It Smells Like Marketing Let’s face it, no one wants to be marketed too. This blog doesn’t develop an audience.

B2B Marketing 100

B2B Marketing Paid Search Agency B2B Press 100

Digital B2B Marketing

NOVEMBER 8, 2011

If you are considering starting a blog, I recommend Stanford Smith’s posts on PushingSocial for tips and inspiration covering everything from writing to promotion to tools. Your Turn Is fresh content a priority in your marketing? If so, how do you produce fresh content?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

NOVEMBER 8, 2011

If you are considering starting a blog, I recommend Stanford Smith’s posts on PushingSocial for tips and inspiration covering everything from writing to promotion to tools. Your Turn Is fresh content a priority in your marketing? If so, how do you produce fresh content?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

FEBRUARY 4, 2012

Custom research is promoted in print advertising in order to drive registrations for access to the full research Sponsored editorial or community sites integrate lead capture opportunities and publishers can guarantee a high volume of registrations on these sites. Today, publishers are integrating lead generation into everything they offer.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

JUNE 4, 2013

When used with content promotions, email continues to be a cost effective channel for marketers that need more granular targeting. Yes, inboxes are overflowing and deliverability is an issue, but email continues to be the lowest cost way to have the granular targeting that a one-to-one list model supports. Direct Mail.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

OCTOBER 18, 2012

Normally I do not promote clients here on B2B Digital Marketing. Yesterday Demandbase launched Company-Targeted Advertising, giving marketers a second option with some different capabilities. Disclosure: Demandbase is a Babcock & Jenkins client. Now that Demandbase’s offering is public, I wanted to share it.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100