Digital B2B Marketing

DECEMBER 1, 2011

The difference shows why it is so important to focus on your target audience. When your marketing decisions are based on the perspectives of others in marketing instead of the perspectives of your target audience, you make the wrong decisions. However, my personal network is heavily skewed towards people in online marketing.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

DECEMBER 1, 2011

The difference shows why it is so important to focus on your target audience. When your marketing decisions are based on the perspectives of others in marketing instead of the perspectives of your target audience, you make the wrong decisions. However, my personal network is heavily skewed towards people in online marketing.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

SEPTEMBER 11, 2012

We Pledge to Deliver the Most Relevant and Interesting Paid Tweets Possible To deliver the most relevant and interesting Paid Tweets to you, we will require all advertisers to target Paid Tweets, giving them a very real incentive to only deliver the most relevant Paid Tweets to every Twitter user.

Twitter 100

Twitter Paid Search Agency Ideal Customer Profiles Advertisements 100

Digital B2B Marketing

FEBRUARY 28, 2012

Research and observation tell you where your audience has been and what they have been interested in. If you are focused on what your B2B target audience has done in the past or is doing today, you will miss new opportunities like the Internet (2000), Twitter (2009) or Pinterest (2011) to connect with your audience.

Twitter 100

Twitter B2B Marketing Internet Marketing Course 100

Digital B2B Marketing

MAY 3, 2011

These results are from ComScore research. Now Collective Media released new research showing 99% of internet users do not click ads. Collective’s research sheds some light, and it is probably not your target audience. In 2007, 68% percent of internet users did not click banner ads in a given month. A lot smaller.

Banner Ads 100

Banner Ads Ads Click Rate Banners 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. Question: Where is awareness most valuable in the buying cycle? Answer: “Well, DUH!&#.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

JUNE 14, 2011

Audience research is invaluable and well developed personas provide a broad array of insights into the lives and minds of your target audience, insights that form the basis for your social media plans. Your planning is based on your target audience, but you are measuring activity from everyone.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

APRIL 11, 2011

Improve targeting, so each dollar goes further. Filed under: Rants , Research. Each channel has traditional supply and demand curves and the entire marketplace is in equilibrium when the incremental impact of the last dollar spent is the same across media channels. Quite simply, increase the impact of every dollar spent online.

Allocation 100

Allocation Emarketing Mobile Advertising PR 100

Digital B2B Marketing

AUGUST 23, 2012

The Missing Connection What do your personas say about how your prospects research and purchase? You expect prospects to provide accurate information about their purchasing plans, when research shows only 36% of buyers provide accurate answers to these questions.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Marketing Qualified Leads 100

Digital B2B Marketing

FEBRUARY 12, 2013

Those that say it does work point to case studies or audience research showing usage of the channel is high. It may require targeting influencers instead of decision makers or it might only address a small part of your audience, but that doesn’t mean it cannot have an impact. You Are All Right! You know what? Everyone is right.

Social Media 100

Social Media Media B2B Case Study 100

Digital B2B Marketing

MAY 14, 2012

There are plenty of posts about content strategy, with advice that includes audience research, creating in-depth personas, mapping the buyers journey and then creating content for each stage of the buyers journey for each persona. They want it to be as quick and easy as possible. So what is the alternative to creating more content that sucks?

Content 100

Content Buyer's Journey Education Marketing Prospects 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

APRIL 2, 2013

Tactics like buying branded search terms or running retargeting campaigns are particularly cost-effective on paper because only target people who have already shown a level of interest or familiarity with your solution. Sweeping up late stage contacts. In short, they get the benefit of much of the work your other marketing efforts did.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

MAY 7, 2012

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. It is the people consistently paying attention to you, and that isn’t a status you can quickly secure.

Budget Programs 100

Budget Programs Social Media Curation Case Study 100

Digital B2B Marketing

JUNE 14, 2012

To broadly improve your visibility within your market, you need to focus this content marketing initiative on the priorities your target audience has when they are not in market for or considering your solutions. In most cases, it will not, particularly the more senior your target audience is and the more specific your solution is.

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

JULY 28, 2011

For TV, the input might be GRPs by target audience and DMA. Filed under: Branding , Measurement , Media , Research , Social Media. Doing it effectively, without history to learn from, would be a daunting initiative for almost any CMO. Unit of Measurement. A model requires a consistent input.

Social Media 100

Social Media Media CMO Marketing Mix 100

Digital B2B Marketing

MARCH 27, 2013

Yes, I get it, you offer targeted advertising. It is lightly branded and connected to a research project I found interesting. Unfortunately (or not) attendees are generally going home with one small suitcase. If your promotional items don’t fit, they will never make it back to the office. A big Velcro dart board? Into the trash.

B2B Marketing 100

B2B Marketing B2B Conference Vendors 100

Digital B2B Marketing

AUGUST 23, 2011

And research shows consumers expect this from marketers. Example: Alienware targets gamers. In social media, marketers buy attention with promotions or discounts. 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. That is OK.

Social Media 100

Social Media Buy Media Pricing 100

Digital B2B Marketing

APRIL 16, 2012

Cookies are used (among other things) for measuring performance, targeting advertising and personalizing sites. Audience Targeting Nearly all audience target relies on cookie data, and both cookie deletion and the use of multiple computers or browsers limits its effectiveness.

Marketing Attribution 100

Marketing Attribution Banners Paid Search Agency Sample 100

Digital B2B Marketing

JUNE 18, 2014

According to many in the digital advertising industry, at some point in the future digital marketing will be so targeted that consumers will want to see the ads. If this data is going to be used to target ads to me, I won’t even recognize they are targeted!! How will marketers do this? I could go on, and on, and on.

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

OCTOBER 17, 2016

Meanwhile, another person actively researching a solution barely touches your content. If you have a great understanding of what your ideal target account looks like (or a well researched target account list), involve sales, with a consultative approach, earlier in the process. But as a prospect? Involve sales early.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

JANUARY 22, 2014

About two weeks ago, two equity research analysts at Cowen & Co surveyed 50 ad buyers. Buyers Want Lazy Targeting. But those demographics were often extrapolations from descriptions of the real target audience (targeting mom’s with children in the home? The analyst’s conclusion? Sell Twitter. The lesson?

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

JANUARY 20, 2014

Ads are (occasionally) targeted and relevant to discrete audiences, using retargeting or through data providers like Bizo. 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. Make your online advertising relevant.

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

JUNE 7, 2012

In the US, research generally considers businesses with less than 100 employees to be small businesses and those with 100 to 1,000 employees to be medium buisnesses. Most frequently used to indicate the general size of target companies versus the specific list. Online Advertising Technology Acronyms BT : Behavioral Targeting.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

FEBRUARY 16, 2015

If a publication can target your audience, you are likely one of dozens of marketers trying to offer up your content to their audience. Someone downloaded your perspective on industry trends, market research you sponsored, or your tip sheet. We are all awash in content today. Jumping Straight to Sales.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

JULY 19, 2012

See Who Advertises Are there a number of ads clearly targeting a very different audience? The site may not be the right target (or it may be a hidden gem) and is worth looking at closely before committing. You will likely want to develop a list of three to five terms and combine them in a single search. Is it well written?

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Tips 100

Digital B2B Marketing

MARCH 15, 2011

No marketer wants their targets’ ire aimed at their own marketing. 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

FEBRUARY 27, 2013

Develop social media profiles for Jamie on the core relevant networks for your target audience. Develop Original Research. Create three original research reports, surveys or forecasts. This content should reference the current thought leaders you identified as well as your own research projects where possible.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

DECEMBER 3, 2013

Thanks to broad match, CenturyLink’s ad is running out of context and they no longer are effectively competing for the targeted keywords they actually wanted to bid on. This is a great place to use your buyer journey research on questions that need to be addressed throughout the buying process. Leave Display On.

Paid Content 100

Paid Content Search Marketing Paid Search Agency Budget Programs 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. You now have a campaign created for the minority that respond (by definition not a cross section of your target audience) and not optimized for its purpose : creating or changing brand perception.

Click Rate 100

Click Rate Demand Generation Agencies B2B Marketing Enterprise Management 100

Digital B2B Marketing

NOVEMBER 12, 2013

And that is if you are just targeting a broad function, like “marketing” or “technology.” The more targeting you need, the more expensive those leads become. Some will be excellent, high quality targeted sites, others are probably just OK for your audience. ” Do you want a specific industry?

Lead Generation 100

Lead Generation Generation Marketing Qualified Leads Leads 100

Digital B2B Marketing

MARCH 25, 2011

Targeting Data. LinkedIn has tremendous B2B data for targeting advertising. Since data is collected and used for targeting within LinkedIn, online advertising regulation would likely benefit, not harm, LinkedIn. This, combined with targeting, likely explains the above-average engagement referenced above from LinkedIn campaigns.

Linkedin 100

Linkedin Media B2B Digg 100

Digital B2B Marketing

MAY 9, 2012

These are the same business decision makers and influencers your B2B marketing is targeting. According to research from Flurry , the average user uses only 15 applications per week, and those 15 include Facebook, Twitter, email apps, Instagram, Pandora, etc. How should marketers consider mobile devices when targeting you?

Mobile Marketing 100

Mobile Marketing Paid Search Agency B2B Marketing Planning 100