Digital B2B Marketing

SEPTEMBER 27, 2011

According to research, buyers only engage with companies directly during the last 40% of their research process. When you insist on registration, you are in effect telling prospects: We don’t want to be involved in the first half of your research. Being recommended (social media).

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

SEPTEMBER 27, 2011

According to research, buyers only engage with companies directly during the last 40% of their research process. When you insist on registration, you are in effect telling prospects: We don’t want to be involved in the first half of your research. We are only willing to engage with you on our terms and timetable.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

DECEMBER 4, 2012

Dan Zarella and Hubspot gave the “what is your social media audience worth” pot a good stir last week. One day many businesses will put a value on their social media audience, if it is in the form of monthly impact to their business or the average value of an audience member. via Wikimedia Commons.

Wikipedia 100

Wikipedia Social Media Hubspot Sample 100

Digital B2B Marketing

MAY 7, 2012

View original on Pinterest You are ready for social media. Your social media program needs time. A great conversation, blog post, research piece or case study may momentarily get the attention of your target audience, but you must consistently engage, create or curate to keep their attention.

Budget Programs 100

Budget Programs Social Media Curation Case Study 100

Digital B2B Marketing

APRIL 4, 2013

However, if you don’t question what you see, read or hear, you will fall prey to new “research” or the bevy of experts peddling “solutions” that benefit them more than you. Question Research. If new research says B2B buyers rely on social media, dig into the survey. Question it.

Advertising Agencies 100

Advertising Agencies Sample Marketing & Strategy Paid Search Agency 100

Digital B2B Marketing

APRIL 28, 2011

Unless your audience cleanly matches a common research segment, there is likely limited information available about what social networks they are actively engaged with. Actually getting this information isn’t just a quick research run. Filed under: In Practice , Research , Social Media , Uncategorized.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

JUNE 23, 2011

Access isn’t limited by time or place, research can be done with an iPad on the couch while watching television more effectively than in a library just ten years ago. Make Social Media About the Social, Not the Media. As Jay Baer put it, you are at “ The Crossroads: Social or Media.&#

Peer-to-peer 100

Peer-to-peer Planning Mobile Marketing Budget Programs 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. Social Sharing of Your Content When other people share your content, and the experience surrounding it, they are recommending it.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

JUNE 4, 2013

Time after time, HubSpot’s research shows that inbound leads are both lower cost and higher quality than those from outbound marketing. Social Media Advertising. Strategy Uncategorized banners content marketing demand generation direct mail Email event marketing inbound marketing lead generation search social media'

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

OCTOBER 11, 2011

Soon, not offering content that supports the research and buying process may be the equivalent of not having a website, phone number or email contact for your business. Social Media. I am a proponent of social media, and I’m including it here because its absence would be notable.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

OCTOBER 11, 2011

Soon, not offering content that supports the research and buying process may be the equivalent of not having a website, phone number or email contact for your business. Social Media I am a proponent of social media, and I’m including it here because its absence would be notable.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

MAY 17, 2011

Ardath Albee has a great example of buyers driving the new research process in The Contagious Content Challenge. Your buyers will drive and control the research process. Conversational Social Media. More companies will listen in social media, responding to individuals with tailored information.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

JULY 12, 2012

However, there is very little quality research available for online planning in B2B. Here are some of the common challenges marketers face planning a B2B advertising program: The majority of research services are designed for consumer marketers and provide little information on professional roles.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

OCTOBER 6, 2011

These are the prospects that have identified you and are spending time researching you already. Their research activity and purchase indicators are all happening in your blind spot. By effectively becoming a media company in the category, Hubspot has filled in part of their blindspot.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

JUNE 2, 2011

Answer: Early stage research and creation of a consideration set. Question: Would it be better if prospects where aware of your company when they started the research process? Research can be stage zero content. I work with B2B clients on media and integrated marketing programs. Answer: “Well, DUH!&#.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

OCTOBER 6, 2011

These are the prospects that have identified you and are spending time researching you already. Their research activity and purchase indicators are all happening in your blind spot. Social Media Scoring. By effectively becoming a media company in the category, Hubspot has filled in part of their blindspot.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

MAY 30, 2013

Tactics: email, search, social advertising, native advertising , online banners. Do people rave about your product, your latest research or your vision? Content Social Media banners Email inbound marketing Native Advertising PR print retargeting search social advertising' What other ways would you add to this list?

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

MAY 19, 2011

Your prospect is doing their own research. Due to the rise of social media and user generated content, prospects can connect directly with customers, bypassing your careful selection of reference clients. They have not worked with you yet, they have not used your product.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

MARCH 19, 2012

In fact, Sirius Decisions, a research firm focused on B2B markets, predicts more than 75% of leads will be sourced through inbound channels by 2015. Inbound marketing is a clear trend in B2B marketing. I believe marketers are only beginning to tap the potential of applications like this.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

AUGUST 16, 2012

Misrepresenting Information Nielsen recently presented their research in an infographic-like format. The Asian and Pacific Islander segment is more likely to use social media than any other race or ethnic segment broken out in the report. In making the headlines catchy, they actually became inaccurate.

Segmentation 100

Segmentation Statistics Internet Marketing Social Media 100

Digital B2B Marketing

MAY 9, 2011

A clear focus on serving our future customers throughout their research and buying process aligns the organization around delivering customer focused content. Filed under: Content , Demand Generation , News , Social Media. .&# Content is at the heart of how marketing serves.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 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.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

APRIL 30, 2012

In April Crain Communications, the publisher of BtoB Magazine, announced the creation of CrainsSocial , a new marketing services group offering social media solutions to marketers. This is one more introduction in a long line of changes that are blurring traditional roles in the marketing landscape.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

MARCH 25, 2011

In Content Curation – It’s What’s for Breakfast These Days on Social Media Explorer , Stephanie Schwab says brands the curate interesting content from outside sources ultimately expand their brands. Based in Portland, Oregon, by day, I run the media group at Babcock & Jenkins. Don't dismiss research for gut.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

APRIL 30, 2013

Like so much of the research in social media today, Twitter and Deloitte are jumping to the conclusion that correlation means causation. What does the research actually find? Game quality and media coverage are not directly included in the research. Confusing Cause and Correlation. It doesn’t.

Twitter 100

Twitter Research Word of Mouth Correlation 100

Digital B2B Marketing

MARCH 27, 2011

Marketers want the deeper connection the words like and follow imply but have lost as social collections have replaced true social connections. I saw this weekend’s #usblogs challenge on social media and social good, and it clicked. Likely, not many (or you need some better friends). Adopt a Cause.

Social Media 100

Social Media Social Marketing B2B Marketing Media 100

Digital B2B Marketing

DECEMBER 20, 2012

If you are identifying contacts, researching prospects or just spying on a competitor, now you can access any profile on LinkedIn. Click to view the cached version, and viola, you will see the full public profile. Here is Eric Cantor’s full public profile (click to see it full size).

Profiling 100

Profiling Linkedin Google Paid Search Agency 100

Digital B2B Marketing

APRIL 4, 2011

It has a lot in common with your corporate social media program. Want to make your social media program deliver big-time results? Whether it needs more attention, budget or autonomy, give your social media program the space it needs to flourish. That corner of your yard dedicated to growing edibles.

Social Media 100

Social Media Media Budget Programs B2B 100

Digital B2B Marketing

SEPTEMBER 11, 2012

From custom profile pages to market research to additional communication options, such as allowing you to direct message a company even if they are not following you, we will develop offerings for advertisers that do not add additional Paid Tweets to your stream.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

MAY 9, 2013

Big names in B2B marketing, content marketing and social media seem to be everywhere. Researcher. As senior VP of research and thought leadership for ITSMA, I research, write about and consult on the latest trends in B2B marketing. Questioning perceived wisdom about social media and our digital future.

Twitter 100

Twitter B2B Marketing B2B Thought Leadership B to B 100

Digital B2B Marketing

JUNE 21, 2011

I work with B2B clients on media and integrated marketing programs. Filed under: Rants , Research , Social Media. You can connect with me on Twitter at @wittlake or in the comments here on my Digital B2B Marketing blog.

Linkedin 100

Linkedin Content Ideal Customer Profiles Aggregators 100

Digital B2B Marketing

APRIL 6, 2011

Mind you, this was an event about social media and website optimization. Half of the content was focused on how to use social media throughout the sales cycle and the increase in demand this drives. Many of the people in these B2B marketing positions are not using social media. It was the silence of Twitter.

Social Marketing 100

Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

MARCH 28, 2011

In doing so, Twitter is the first major social media platform that doesn’t merely extend existing connections. Twitter creates brand new social connections. And in my book, that makes Twitter social media. Just maybe, the most revolutionary social media platform yet. Views expressed are my own.

Twitter 100

Twitter Social Marketing B2B Marketing Broadcasting 100

Digital B2B Marketing

FEBRUARY 27, 2013

Develop Social Profiles. Develop social media profiles for Jamie on the core relevant networks for your target audience. Helpful tools for following and listening beyond the standard social networks include: Newsle , RSS feeds, Google alerts , Disqus and Intense Debate. Develop Original Research. Release Research.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

MARCH 15, 2011

Social Spamming Social media has given spammers new tools, which they have heartily embraced. Featured on PopPressed If You Havent Yet Seen "Win Win," You Should Go See It Filed under Media , Measurement Tagged with retargeting , behavioral targeting , welcome ads , social media , video Like Be the first to like this post.

Paid Search Agency 100

Paid Search Agency Ad Frequency Digg CAN-SPAM 100

Digital B2B Marketing

JANUARY 22, 2014

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. About two weeks ago, two equity research analysts at Cowen & Co surveyed 50 ad buyers.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

APRIL 7, 2011

Optimize towards broader reach and lower frequency placements, counter to both traditional marketing theory and research on online brand lift. Based in Portland, Oregon, I run the media group at Babcock & Jenkins. Favor large format and intrusive units that capture low quality, accidental, clicks and upset your audience.

Click Rate 100

Click Rate Demand Generation Agencies B2B Marketing Enterprise Management 100