Digital B2B Marketing

NOVEMBER 27, 2012

B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. There is nothing social about this! Marketers are just turning social into a source of email or telemarketing lists for mass outbound marketing. Social advertisers.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

NOVEMBER 17, 2011

More than two-thirds of IT buyers use social media during the purchase process. Make sure your business is ready to connect with today’s social buyer. Tweet ] Disclaimer: this site includes marketing advice of a generic nature that may or may not be appropriate for your specific situation. Advice is merely a prescription.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 17, 2011

More than two-thirds of IT buyers use social media during the purchase process. Make sure your business is ready to connect with today’s social buyer. Tweet ] Disclaimer: this site includes marketing advice of a generic nature that may or may not be appropriate for your specific situation. Advice is merely a prescription.

Planning 100

Planning Curation Marketing & Strategy Inbound Marketing 100

Digital B2B Marketing

JANUARY 24, 2013

A Press Release Platform If people want your press release, they will go to the news or press section of your site. Social What? Your blog eschews nearly all forms of social sharing, often with the belief that your audience doesn’t use social media. ‘Nuff said.

B2B Marketing 100

B2B Marketing Paid Search Agency B2B Press 100

Digital B2B Marketing

FEBRUARY 23, 2012

Have you ever wondered who is sharing your blog posts or other content on social media sites but don’t have access to expensive social media monitoring applications that can tell you? Finding Tweets using Twitter Search For a small site or blog, the better solution is to search for your domain using Twitter Search.

Twitter 100

Twitter Linkedin Stats Marketing Analytics Tools 100

Digital B2B Marketing

APRIL 28, 2011

When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. Take a quick look at the very different sharing patterns of the three sites below. The general advice is to understand your audience and what sites they use.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

NOVEMBER 29, 2012

What would a jet engine say if it was on a social network? To think, soon your refrigerator, car and, yes, jet engines may be part of your social network. But as devices join you on Facebook, Twitter or other social platforms, are they really becoming social? Wow, what a question.

Work Management 100

Work Management Marketing Management Social Networks Social Media 100

Digital B2B Marketing

MAY 30, 2013

Outbound marketing gets your content into more hands, immediately increasing content consumption and increasing potential social sharing. Tactics: email, search, social advertising, native advertising , online banners. Tactics: social advertising, retargeting, search. Outbound Marketing Amplifies What Is Said About You.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

OCTOBER 23, 2012

Since LinkedIn has also been called the best social media site for B2B marketing, this is a change and you should care about. Historically LinkedIn could be used to share content, but outside of the business networking, or “social”, features, there wasn’t a reason to visit regularly. A daily reason to visit.

Linkedin 100

Linkedin Cost Per Thousand CPM Business 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. Then, you put your social media plan in place, including sharing great content from others and creating your own.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

JULY 11, 2013

If that is you, I would suggest looking again at your branded search and direct site traffic: they probably represent a significant portion of marketing’s measured contribution, and that doesn’t include the value of increased recognition when sales is calling on potential prospects. Increased Site Traffic.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

JANUARY 22, 2013

Yes, some of your ads will reach the wrong person, but they will on trade publication sites as well. Trade sites reach reach students, marketers, vendors and journalists and draw search and social media traffic from a broad audience. Many networks use low-quality inventory, be careful not to dismiss the data too quickly.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

MAY 1, 2012

To ramp up quickly, identify opportunities that emulate or create inbound marketing from your audience’s perspective , before you have the social footprint, recognition, audience and search presence necessary to sustain your inbound program.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

AUGUST 7, 2012

If you use the components of inbound marketing I have shared or the common definition centered on content, social and search, content is at the core. During Marketo’s Social Rockstar Tour presentation, they presented two alternatives to content in inbound marketing. However, it isn’t the only viable approach. Sign up here.

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 100

Digital B2B Marketing

MARCH 15, 2012

Traditionally, inbound marketing has been functionally defined as the combination of search, social and content. 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. Sharing your own content is not a recommendation.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

JUNE 11, 2014

Sorry to break it to you, but brand followers on social media have the same bias. How did think that view-through visitor got to your site? You are marketing to people who have already found their way to your site! View-through Reporting. I still remember when DoubleClick first rolled out view-through reporting.

Doubleclick 100

Doubleclick Search Marketing Marketing Report Paid Search Agency 100

Digital B2B Marketing

JANUARY 19, 2012

To see SEO benefits from Google+, your site, pages and content need to become part of “Your Audience’s World” on Google+. When you focus on other people, you need to rely on the same three keys to social sharing you should be using in other social channels: Make your content easy to share.

Google 100

Google SEO Brand Identity Branding 100

Digital B2B Marketing

DECEMBER 22, 2011

In addition, video will move beyond the website and social outlets and will be used to add depth to advertising messages. Social Media 5. Social advertising. This shift will extend nurturing from email and phone into advertising and social media in order to nurture earlier stage contacts. Where is the ROI? Media Buying 7.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

In addition, video will move beyond the website and social outlets and will be used to add depth to advertising messages. Social Media 5. Social advertising. This shift will extend nurturing from email and phone into advertising and social media in order to nurture earlier stage contacts. Where is the ROI? Media Buying 7.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

APRIL 26, 2011

The sponsorship included advertising as well as custom integration of the sponsors content into the site, and allowed a comparison of the performance of various components. Social media links: Even though it is below the fold, the click rate on a link to the client’s Twitter account is 2x the top banner ad.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

OCTOBER 6, 2011

Your blind spot is all the time potential prospects spend on competitor sites, on editorial properties, on topical blogs or discussing with peers. Social Media Scoring If your potential prospects are active in social media, their conversations and discussions can be an additional indication of their level of activity in the category.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

OCTOBER 6, 2011

Your blind spot is all the time potential prospects spend on competitor sites, on editorial properties, on topical blogs or discussing with peers. Social Media Scoring. If your potential prospects are active in social media, their conversations and discussions can be an additional indication of their level of activity in the category.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

MAY 19, 2011

Due to the rise of social media and user generated content, prospects can connect directly with customers, bypassing your careful selection of reference clients. Site like ITToolbox.com and Spiceworks.com have extensive forum discussions about actual product usage and experience with providers.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 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. Lead scores are often based on a combination of the following criteria: Role, including function, title and seniority. Company characteristics, including company size, industry and structure.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

APRIL 11, 2011

Time spent on Facebook passed all Google sites in September 2010 (including YouTube), yet Google will capture 44% of 2011 online spending, Facebook will only get 8% , because of the impact of search. Digital media proponents have been misled, believing somehow that time spent and budget should equalize. Look at Google and Facebook.

Allocation 100

Allocation Emarketing Mobile Advertising PR 100

Digital B2B Marketing

JANUARY 5, 2012

Every new social network, gadget, movie or TV show is trying to get our attention. Amazon Marketplace and Google Shopping aren’t enough, we need to check deal sites, forums, EBay and anything else Google can turn up. Everyone wants a piece of the pie that only a handful of companies competed for a few years ago.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

MARCH 4, 2014

As a marketer, you will need to pay on LinkedIn, just like you do on any other social platform, if your content is going to be widely seen. It Doesn’t Tie To Your Site. Eventually, you will want to get people back to your site. LinkedIn Will Favor On-Site Content. Get Ready To Pay. So is it favoritism?

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 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. Three clicks and Facebook lets you know there are 42 million people who will meet your criteria and what it will cost to get them to your site.

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

FEBRUARY 25, 2013

Do you have landing pages for your search and email campaigns that have a totally different look and feel from your regular site or your emails? Alternatively, do you have great content available on landing pages but you don’t link to it from your homepage or elsewhere in your site? Your Social Accounts Are Disconnected.

Landing Pages 100

Landing Pages Mobile Advertising Touchpoints Mobile Marketing 100

Digital B2B Marketing

JULY 19, 2012

Find the Advertising Link Where is the link to advertising info on their site? If it is prominent in the main navigation, the site has been designed for marketers and media buyers as much as for its audience. Sites with advertising info buried in the footer are almost always focused on their audience instead of advertising.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Tips 100

Digital B2B Marketing

NOVEMBER 7, 2013

Fake follower sites can reportedly tell if you followers are real or fakes and fakes are a sign that you have been buying followers. The headline on the Poptip website is “understand social conversation & act faster,” which says a little bit more than the Twitter bio. Social Media social media sleuthing Spam'

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

DECEMBER 17, 2013

Others have finally jumped on the social media bandwagon, adding their own voice to the marketing cacophony of Facebook. Social: Twitter Click Rates Are Falling. Facebook isn’t the only social network where brands aren’t reaching their audience as effectively today. However, the problems don’t stop with social.

Facebook 100

Facebook Television marketing Brand Identity Branding 100

Digital B2B Marketing

OCTOBER 25, 2012

For purposes of this article, we are focused on native advertising within traditional editorial publications, not native advertising formats used by social media platforms like Twitter and Facebook. Here are two examples of publishers offering native advertising opportunities appropriate for B2B marketing. Does your content measure up?

Advertisements 100

Advertisements Advertising Content Marketing Advertorials 100

Digital B2B Marketing

MARCH 15, 2011

These are the ads that take over a site, blocking access to the content someone was looking for. Diligent marketers see this in the results, with significantly lower engagement and higher bounce rates than other placements on the same site. Social Spamming Social media has given spammers new tools, which they have heartily embraced.

Paid Search Agency 100

Paid Search Agency Ad Frequency Digg CAN-SPAM 100

Digital B2B Marketing

JANUARY 8, 2013

million global unique visits in October (via Comscore), Google+ is struggling to drive real usage, with users only spending 12 minutes a month on the site (via Google in June). The Missing Google+ Identity I have a single account on Facebook, LinkedIn, Twitter, Pinterest…, on every “social network” I am a part of.

Google 100

Google Social Networks Network Marketing Stats 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. Matching the Results House email files, organic site traffic and promotions on your own site will consistently outperform third party promotions. Reaching the Audience Email.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Demand Generation Agencies 100

Digital B2B Marketing

JUNE 7, 2012

SMM : Social Media Marketing. Targeting people based on recent online behavior, such as visiting an automotive site. Includes relatively simple systems like WordPress to complex systems running the largest sites. SEO : Search Engine Optimization. Activity intended to improve organic search rankings. PPC : Pay Per Click.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100