Digital B2B Marketing

OCTOBER 1, 2013

A number in some book or website, based on the results of businesses nothing like yours? Is my my email click rate good? Is my search conversion rate where it should be? Is my brand lift above average? Ummm, but what are you comparing yourself too? Published Benchmarks Are Garbage.

Advertising Benchmark 100

Advertising Benchmark Click Rate Sample Statistics 100

Digital B2B Marketing

SEPTEMBER 22, 2011

i.e. apps, mobile website, email, search/advertising. Here are the questions to start off this evening’s discussion: Q1. Where are we starting from: did you use mobile marketing this year? Why not or what did you learn? What is your top mobile priority in 2012 and why? Is there an element of mobile you do not plan to pursue in 2012?

Mobile Marketing 100

Mobile Marketing Planning Mobile Advertising B2B Marketing 100

Digital B2B Marketing

MAY 5, 2014

All types of people visit your website. Even if it’s well maintained, it is full of tire kickers, companies that are too small or large, or contacts that just aren’t a good fit. Whether you have thousands or millions of visitors a month, most of them do not even have the potential to become prospects.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Banners 100

Digital B2B Marketing

JANUARY 29, 2013

Similarly, investments in rebranding or a brand new website can often be delayed as well. Competitive Investments Are a Key Factor If marketing budgets are being cut back because the economy or a specific sector is struggling, the case is even easier.

Budget Programs 100

Budget Programs Marketing Budget Marketing Automation Services Paid Search Agency 100

Digital B2B Marketing

MAY 12, 2014

” The email then listed a number of sources, including websites, public records, corporate & executive registers, and SEC listings. Me: “how do you get opt ins from all the sources you list here?” ” The response didn’t mention an opt-in or permission process, despite the initial claim.

Opt-in 100

Opt-in Buy Privacy Policies Opt-out 100

Digital B2B Marketing

MAY 28, 2013

Third party cookie rules don’t consider who actually runs a website. Many B2B marketers will be impacted as well. One of the biggest casualties will be your campaign microsites. Have you ever created a microsite with its own catchy domain name? Your cookies will be treated as third party cookies on your campaign microsite.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

NOVEMBER 29, 2012

A Facebook message will be sent to your webmaster, hosting provider and IT manager when your website is loading slowly. Your refrigerator won’t just tell you that you are out of milk, it will send you a reminder when you check in on Foursquare at the market. A jet engine will share an oil pressure alert with a team of engineers.

Work Management 100

Work Management Marketing Management Social Networks Social Media 100

Digital B2B Marketing

JANUARY 15, 2013

Websites are more mobile accessible. Today, combining mobile devices and marketing communication does not create the problems it once did. Emails are mobile accessible. Today I’m floored when I get an email that doesn’t render well on my mobile. Mobile devices are more capable.

Cable 100

Cable Mobile Marketing Internet Marketing Display 100

Digital B2B Marketing

JULY 10, 2012

As demand for B2B lead generation programs increases, new providers are springing up, sporting slick new websites, massive email databases, lower costs and brand new approaches. Leads in this post refer to contacts captured through a registration form, in line with the way B2B publishers label their programs.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

DECEMBER 6, 2011

Ensure this content is available through your website as well in way that respects original sources and makes it easy for your audience to access. Curate Content For Your Audience Find great content that addresses your audience’s biggest concerns and share it with your audience, via all of your channels.

Google 100

Google Curation Marketing Management Communities 100

Digital B2B Marketing

DECEMBER 6, 2011

Ensure this content is available through your website as well in way that respects original sources and makes it easy for your audience to access. Curate Content For Your Audience Find great content that addresses your audience’s biggest concerns and share it with your audience, via all of your channels.

Google 100

Google Curation Marketing Management Communities 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

AUGUST 16, 2012

Source: What Makes Someone Leave A Website? There is good information and advice buried in the infographic, but even where it was originally published most of the text is so small that it is unreadable on a large screen, forget about trying to read it on a mobile.

Segmentation 100

Segmentation Statistics Internet Marketing Social Media 100

Digital B2B Marketing

JUNE 20, 2013

And I never did get around to looking up that company. Don’t Say Where It Will Go. Anything could be on the other side of that QR code. A lead gen form. Even a FB page! Tell me where I’m going. If I don’t have headphones or have a poor connection, I don’t want your video. I probably don’t want your white paper.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

APRIL 17, 2013

Even HubSpot, a prolific content marketer, and in many ways a publisher, just crossed a million visits a month to their website. However, content doesn’t deliver the same scale. That’s a huge number relative to many B2B marketers but it pales in comparison to the breadth of most B2B advertising campaigns. The Sales Experience.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

OCTOBER 6, 2011

Today, it would be challenging to seriously research inbound marketing and not spend a significant amount of time on Hubspot’s website, even if you are not interested in Hubspot’s offerings. Publishing Hubspot is a great example of a company becoming an information source in a category.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

MAY 27, 2011

Many B2B marketers are catching on slowly, distracted by low mobile usage on corporate websites or a limited understanding of how mobile marketing and mobile accessibility contributes to goals. Yes, mobile is pervasive, but numbers alone don’t capture how much mobile can change marketing. Mobile Changes How We Communicate.

Mobile Marketing 100

Mobile Marketing Blogger B2B Marketing Social Networks 100

Digital B2B Marketing

JULY 11, 2013

Of those, more than 50% often come through your website and branded search traffic, not from any specific marketing campaign! In many enterprise B2B organizations, only 25% to 30% of leads are attributed to marketing, and many will say those numbers are high. The Lead Generation Opportunity Gap. I call this the opportunity gap.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 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. It Smells Like Marketing Let’s face it, no one wants to be marketed too. This blog doesn’t develop an audience. With no results, support quickly dries up.

B2B Marketing 100

B2B Marketing Paid Search Agency B2B Press 100

Digital B2B Marketing

FEBRUARY 4, 2012

Here is how QuinStreet introduces themselves on their website: From QuinStreet’s Who We Are page: “Our reputation is built on results after consistently delivering to our clients the right inquires from qualified customer prospects at the right volumes.” However QuinStreet may be a newer name.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

MAY 23, 2012

In a nod to the rise of marketing automation, Sirius Decisions has recognized that some firms will qualify purely through their website and marketing automation program. Marketing Qualification Is Significantly Expanded Sirius Decisions is recognizing three distinct sources of qualified leads now: Automation qualified leads.

Demand Generation 100

Demand Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 100

Digital B2B Marketing

NOVEMBER 21, 2013

How many website visits? That’s hard to believe at a time when many B2B marketers are glomming on to Twitter like it’s the last shiny object opportunity they will ever have (even turning to spamming ), but it’s true. It is happening because web analytics packages are dramatically underreporting traffic from Twitter.

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 100

Digital B2B Marketing

MAY 3, 2012

Advertising will reach approximately 150 to 200 times as many people with your message through ad units and 3 to 5 times as many people through your website of the number of people reached through your content in a lead generation program.

Lead Generation 100

Lead Generation Advertisements Advertising Lead Scoring 100

Digital B2B Marketing

OCTOBER 6, 2011

Today, it would be challenging to seriously research inbound marketing and not spend a significant amount of time on Hubspot’s website, even if you are not interested in Hubspot’s offerings. Hubspot is a great example of a company becoming an information source in a category. Your Turn.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

MARCH 1, 2012

HIF) is an awesome website run by the coolest person in the world, Goob. Here are two examples and four steps you can take to protect your content. Example 1: Sage on Hey, It’s Free! From the About page on Hey, It’s Free Hey, It’s Free! It’s dedicated to finding the best freebies on the ‘net.

Enterprise Management 100

Enterprise Management Advertising Agencies Marketing Management Banner Ads 100

Digital B2B Marketing

JUNE 26, 2012

” To one marketer, that might mean more time spent on their website. Or are you referring to a twitter strategy that includes your autoresponder rules, mass following tool and autoshared content sources? Engagement “We want to increase engagement with our brand.” To another, it means increasing customer retention.

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

MAY 1, 2012

You are creating great content and your website delivers a great experience with a strong conversion rate. Your initial inbound marketing results are promising, but you need more. Inbound marketing represents a major investment for B2B marketers.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 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. In B2B and many consumer markets, content is now the norm and potential customers assume you will provide it.

Marketing Automation Services 100

Marketing Automation Services Differentiation Paid Search Agency Content 100

Digital B2B Marketing

MAY 17, 2012

Here is a particularly aggressive quote from one company’s website: We use your content and our database of over 20 million business contacts to manufacture marketing qualified leads for your business. Publishers actively promote the perception that they deliver leads. As many leads as you want, whenever you want them.

Marketing Qualified Leads 100

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

Digital B2B Marketing

JUNE 16, 2011

Getting participation on a webcast or a passing a grade on your website feedback survey isn’t nearly enough. Please Market to Me! Valuable marketing is just the beginning. When every company has valuable marketing, any company will do. Does your marketing have a following like Grey’s Anatomy? Does your audience always want more?

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

APRIL 20, 2011

You have committed to content marketing, you have invested in creating content, and your website has turned into a veritable content hub. At every turn, you offer related content to entice a registration and get someone to opt in to to your drip and nurture program.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 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. In B2B and many consumer markets, content is now the norm and potential customers assume you will provide it.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

JANUARY 5, 2012

On websites, they are improving information architecture to make the content, information and products they offer easier to find. Mark’s opportunity, and the opportunity for every marketer, is to become one of the few that we, the audience, turn to. Many marketers are simplifying , making messages easier to quickly grasp and consume.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

JUNE 29, 2011

Marketers establish their own measurement goals and frameworks for websites, they should not turn that task over to the industry and publishers for media programs. Principle #5 – Make digital media measurement increasingly comparable and integrated with other media.

Media 100

Media Cross-Selling Ad Exchange Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 7, 2013

Their website lists Marketo, Webtrends, Citrix and Rackspace as clients. I was surprised to find an agency using this spam tactic, let alone an agency that lists a number of big names in technology on their website, including SAP, Microsoft, EMC, Intel and T-Mobile. 139 favorites per day. Yes, you can start your own business.

Twitter 100

Twitter Reachforce Demand Generation Agencies B2B Marketing 100

Digital B2B Marketing

APRIL 26, 2012

Best Practice: Enable Self-Directed Research Many B2B websites enable prospects to find the information they need, and they should. This practice should not stop at your website. Conclusion B2B marketers need to revisit content assets to ensure they enable prospective buyers to continue researching the same way their website does.

Research 100

Research B2B Paper Content 100

Digital B2B Marketing

JANUARY 20, 2014

What about all of the first time visitors to your website? Create a natural and relevant experience for new website visitors. Don’t be lulled into a false sense of confidence even if you have relatively current information collected on your website. They all get the exact same initial treatment, don’t they?

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100