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. How Google Is Penalizing Native Publishing Programs.

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Digital B2B Marketing

JULY 12, 2012

Information from publisher’s own research studies may be biased and does not allow for objective comparisons across properties. List Tools Most trade publishers still rent email or postal lists, making list searches a good way to identify publishers as well. Suggested Resource: NextMark Mailing List Finder 3.

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Digital B2B Marketing

OCTOBER 15, 2013

Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted and then organically spread. While the program is new, it has the potential to replace Twitter as the first choice to seed content through paid promotions. Your articles, published directly on Forbes.com. Facebook Ads.

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Digital B2B Marketing

OCTOBER 1, 2013

Published Benchmarks Are Garbage. Here are a few of the problems with published benchmarks: Benchmarks are not exhaustive. Stop measuring your results against published benchmarks. How do you feel about published benchmarks? Share your view in the comments below or with me on Twitter ( @wittlake ).

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Digital B2B Marketing

JUNE 4, 2013

Publisher Lead Generation Programs. This category covers a wide range of programs that vary by publisher. Although contacts captured from these programs tend to be lower quality than those captured through search, publisher programs are often more scalable and targetable (based on demographics) than search. Print Advertising.

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Digital B2B Marketing

NOVEMBER 19, 2013

The first article in this series on publisher lead generation programs looked at the cost of lead generation programs. Measuring B2B Publisher Lead Generation Programs. Despite the marketing technology stack many marketers have today, measuring publisher lead generation programs effectively continues to be a challenge.

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Digital B2B Marketing

DECEMBER 13, 2011

We tackled these and other questions during the weekly #B2Bchat discussion on Twitter on December 8, 2011. 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. You can also view the summary on Storify.

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Digital B2B Marketing

SEPTEMBER 2, 2014

Here are a few recently published results: Case 1: Email click rates increased 279%. The results above, all of which were published by Madison Logic , show how just a little more data can make a huge difference, and by extension, just how little relevant data many marketers actually have today. Of course we get it wrong!

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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]. Editorial articles: There are 96x as many Twitter and Facebook shares on articles as their are clicks on the top banner.

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Digital B2B Marketing

MAY 3, 2012

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. For the sake of this post, lead generation programs refer to publisher programs that promote your content and capture registration. A perfect way to promote whitepapers and webcasts.

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Digital B2B Marketing

NOVEMBER 6, 2012

Even traditional “branding” venues are filled with lead generation offers and publishers are bundling traditional media programs with lead generation. A recent proposal offers full page ads bundled with lead generation for only a few hundred dollars more than the publisher’s similar lead generation program alone.

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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. Photo Credit: M.

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Digital B2B Marketing

FEBRUARY 13, 2012

Once, most advertising was purchased directly from publishers. A New Economic Model Publishers and agencies both missed the opportunity in the early 2000′s to redefine the economic model in digital media. With initiative, these margins could have gone to advertisers, agencies or publishers instead.

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Digital B2B Marketing

MARCH 7, 2013

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. Publishers that continue to do this are doing a disservice to marketers that don’t know better and are losing the respect of those that do. Do you agree?

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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!

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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?

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Digital B2B Marketing

JANUARY 7, 2014

If you published 250 blog posts over the last year and saw no benefit to any area of your business from that effort, what would you do? What if you were just getting started, you published 20 posts over the last quarter, and you already saw an immediate positive impact on your business? That’s what I thought.

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Digital B2B Marketing

DECEMBER 6, 2011

If you regularly share via Twitter, consider Twylah also. Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? Participate in the Content Community Your company does not exist in a vaccuum, get out and comment on blogs and articles, join forums, and publish on other sites. Think Twylah.

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Digital B2B Marketing

DECEMBER 6, 2011

If you regularly share via Twitter, consider Twylah also. Neal Schaffer’s ( @NealSchaffer ) post has additional information: Twitter SEO? Participate in the Content Community Your company does not exist in a vaccuum, get out and comment on blogs and articles, join forums, and publish on other sites. Think Twylah.

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Digital B2B Marketing

OCTOBER 6, 2011

In addition, some B2B publishers are considering selling data about content consumption on their properties. Publishing. Share your thoughts in the comments below or with me on Twitter ( @wittlake ). You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

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Digital B2B Marketing

JUNE 11, 2012

Here are the key tenants of thought leadership I use (originally published in Thought Leadership Marketing is an Oxymoron ). Everyone else is already curating Look at Twitter, LinkedIn industry groups or Facebook pages. Share your perspective below or with me on Twitter ( @wittlake ).

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Digital B2B Marketing

MARCH 19, 2013

LinkedIn is already a powerhouse, but as they innovate around their advertising platform, leverage the data they already have and expand their publishing initiative, can LinkedIn establish itself as the king of of the jungle in the B2B publishing landscape? What has your experience been with LinkedIn’s advertising programs?

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Digital B2B Marketing

NOVEMBER 14, 2013

This isn’t what I planned to publish today, but change around us can touch all of our plans. Share your answer in the comments below or with me on Twitter ( @wittlake ). For more thoughts on preparing to respond to changes, see Three Key Requirements of Agile Marketing as well.

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Digital B2B Marketing

JULY 3, 2012

Three weeks ago I published Three Reasons Content Curation is Overrated , my reaction to research published on eMarketer and advice we frequently see about curating content in order to establish thought leadership. Share your experience in the comments below or with me on Twitter ( @wittlake ).

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Digital B2B Marketing

MARCH 19, 2012

Many content development practices are moving towards an editorial calendar, however it is critical to maintain flexibility and continue to encourage publishing timely content. Join the Discussion Join #B2Bchat every Thursday at 8:00 PM Eastern time on Twitter. Timely Content is a Key Opportunity.

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Digital B2B Marketing

MAY 28, 2015

And yes, it took me more than three weeks to get this published after the event, so I’m looking in the mirror when I say we need to move more quickly. I’d love to hear your thoughts in the comments below or on Twitter ( @wittlake )! Not a rigid plan that keeps us from taking advantage of opportunities as they rise.

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Digital B2B Marketing

AUGUST 27, 2013

It’s why established publishers still have a huge advantage. Even though the number of monthly posts has dropped, and with that, the monthly work that goes into publishing, traffic continues to steadily increase. Share your opinion on the value of old content in the comments below or with me on Twitter ( @wittlake ).

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Digital B2B Marketing

JUNE 1, 2011

You jump into the middle of conversations on Twitter, forums, LinkedIn groups and elsewhere, pitching a solution before you even know what the problem is. On twitter, a common guideline is only one out of every eight tweets should be your own information. Yet this is exactly what social media marketers do every day.

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Digital B2B Marketing

MAY 27, 2011

I have spoken with a number of B2B publishers that report 8% to 10%, or more, of their traffic is now from mobile devices, and it is growing. Without my mobile, Digital B2B Marketing would not even exist, nearly every post has been drafted on my mobile, and more than one has been written an published entirely from my mobile devise.

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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. Let me know in the comments below or on Twitter ( @wittlake )! You almost can’t ignore it today.

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Digital B2B Marketing

MAY 17, 2011

Avaya’s widely cited case of a $250,000 sale via Twitter is a great example. Publishing. A publishing mindset will be key for developing thought leadership positions and, by producing sharable and linkable content, will fuel inbound marketing. In particular, note Paul Dunay’s response.

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Digital B2B Marketing

JUNE 29, 2011

However, the fact that “often, ad units are not in a viewable space to the end-user&# stems from publishers and networks pushing impressions, not looking to deliver valuable media inventory. The proliferation of ad units is driven by publishers attempts to give advertisers an opportunity to stand out and this is not unique to online.

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Digital B2B Marketing

FEBRUARY 14, 2013

If you want more, Stan has actually published an entire book of examples: What’s Your Purple Goldfish? Let me know in the comments below or on Twitter ( @wittlake ). You must be making sacrifices that go above and beyond expectations. One of my favorite examples is this story shared by Stan Phelps ( @9inchmarketing ) about Hertz.

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Digital B2B Marketing

OCTOBER 29, 2013

This is a favorite trick among magazine publishers. Publishers field a readership survey and, surprise! every publisher reports the audience likes their specific publication best. Let me know in the comments below or on Twitter ( @wittlake ). Check the Sample. Well, no duh. It’s your turn.

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Digital B2B Marketing

OCTOBER 6, 2011

In addition, some B2B publishers are considering selling data about content consumption on their properties. Publishing Hubspot is a great example of a company becoming an information source in a category. Share your thoughts in the comments below or with me on Twitter ( @wittlake ).

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Digital B2B Marketing

OCTOBER 4, 2011

Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience. Please share your experience or view below or with me on Twitter ( @wittlake ). If you represent a DSP and want to prove me wrong, let’s discuss.

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Digital B2B Marketing

OCTOBER 18, 2012

Even if your named accounts represent 10% of a publisher’s audience (and that would require a very large account list and a very targeted publisher), delivering ads only to those named accounts is a 10x improvement in targeting. Share your ideas in the comments below or with me on Twitter ( @wittlake ).

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