Digital B2B Marketing

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How Account Based Advertising Really Works

Digital B2B Marketing

Or to put it a little bit differently, how do all of these companies most of us have never heard of know where we all work? Think of it like a billboard outside an office: nearly anyone working in that location has the potential to see it. But people who travel, work from home or have their nose in their mobile likely won’t. IP Targeting. Onboarding Offline Databases.

LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

This approach will work well for companies that insource their content marketing and have individuals publishing under their own names already. Note these may already be in the works, or even in place, I have not discussed these items with LinkedIn. LinkedIn has gone Tumblr on us and B2B content marketers are drooling. What should you expect going in? How should you approach it?

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

It comes from the people who are hands on, doing the work in a wide range of situations. thought it was great insight for B2B marketers looking to work with publishers for the first time (and a healthy reminder for many of us). Toby highlighted the tendency many marketers have to run small pilots with a large number of companies and then conclude advertising won’t work.

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No!! LinkedIn Just Went Klout On Us!

Digital B2B Marketing

There is no difference between a brand new coworker or sales contact and a client that has worked closely with me and has first-hand knowledge of my B2B marketing experience and skill set endorsing me. If you have viewed a LinkedIn profile in the last couple days, chances are you have seen a new box at the top of the page prompting you to endorse the individuals skills. Gamified LinkedIn?

Content Marketing Playbook: Strategy and Roadmap

back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. relaunch while working for Group SJR, a content mar- keting agency. Everywhere I had been working felt like. death—’This magazine is going to close,’ ‘We’re working. that’s proven to work—one we’ve refined after helping. We are still working on freaking really hard.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

Is Your Sales Process Working. You have a lead generation program. An influencer program. An advertising program. marketing automation program. You measure every detail about every program. And your programs are doing great. There is just one little problem: you are reporting on a series of programs. Here are the five metrics you should be tracking. Does Your Audience Know You. Your Turn.

Change Is Overdue

Digital B2B Marketing

Blunt truth about what works, what doesn’t and what really happens behind the scenes. I’ve had it! I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. And I hope you will help (more on that in a minute). I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. Share them!

Two Killer Google+ Mistakes

Digital B2B Marketing

Google tried to kill both birds with one stone and it just doesn’t work. Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. In short, it highlighted the drive by Google to make Google+ pervasive across other Google services. ” However, despite reaching 105.1 mean Eric Wittlake, as a person, does not exist on Google+.

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Old Content is the King of Content Marketing

Digital B2B Marketing

Even though the number of monthly posts has dropped, and with that, the monthly work that goes into publishing, traffic continues to steadily increase. You don’t need more content. You need old content. know, that’s not what you usually hear, so stick with me. Old content is the real king of content marketing. It’s why established publishers still have a huge advantage.

Staffing and Launching Your Content Marketing Program

success was attributed to work we did months ago. work needed,” he wrote in a blog post. Playbook series—the point where the difficult work. experiences as publishers and the work we’ve done. you excited to come to work every day, pushing you to. We are still working. telling you that certain things work—we want to tell you. actual work.”

Google+ for SEO? Don’t Focus on Your Brand Page!

Digital B2B Marketing

How “Google, Plus Your World” Works: A Brief Summary Google, Plus Your World adds search results from your circles to Google’s traditional search results. Google, Plus Your World was rolled out just over a week ago, and the online world has adopted the rallying call to get onto Google+ for the SEO benefits. Multiple articles point to brand pages as the solution.

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9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

If you are using these terms, particularly if there are new people on your team or you work with agencies or consultants, stop and take a minute to clarify what you mean. The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. If you are using these terms today, it is time to stop and explain what you really mean. Clarity is critical. 2.

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Does B2B Social Media Work? That’s the Wrong Question

Digital B2B Marketing

Does X really work for Y? Does social media work for B2B? Does newspaper work for real estate? Does digital work for pharmaceuticals? Does content marketing work for local businesses? Those that say it does work point to case studies or audience research showing usage of the channel is high. Any of these tactics can work for B2B marketers. Your Turn.

The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Alternatively, check out the work BlitzMetrics is doing for some B2B marketers. On sites like Reddit and StumbleUpon, your traditional content may be unwelcome and your form simply won’t work. Some B2B marketers may find that the audience is too broad but for visual and article-style content, Taboola’s image and headline format will work well. Social Advertising.

The Real Challenge for B2B Content Marketers

Digital B2B Marketing

Now that cheap content doesn’t work, the real lack of commitment is shining through. B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). source ).

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. their work as average, not very effective, or not. at least 25 full-time employees working on content. However, putting in the work to team up with talented creative. almighty question: Does this strategy actually work? blend of data to get the full picture of what’s working. Copyright © 2015 Contently. little.

4 out of 5 Marketers are Zombies! [Infographic]

Digital B2B Marketing

It worked 20 years ago (maybe when you were still one of the one-in-five living marketers), that doesn’t mean it will work now. 3. What, it’s changing? Quick, call it dead! Write an article about how social media is killing advertising! Advertising is Dead. SEO is Dead. Television is Dead. Magazines are Dead. Newspapers are Dead. Websites are Dead. Agencies are Dead.

B2B Lead Generation: Publisher Programs

Digital B2B Marketing

By working directly with publishers, you will have more opportunities to create more custom programs or integrate with overall advertising efforts. For a broader range of B2B lead generation options (and flags for a few that don’t work well), see 6 Best Tactics for B2B Lead Generation. Need leads? It will cost you. ” Do you want a specific industry? Level of seniority?

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

help marketers working on measurement, reporting, data and accountability. As a B2B marketer, it is easy to find people to follow on Twitter, right? Big names in B2B marketing, content marketing and social media seem to be everywhere. They will add the variety and perspective your Twitter stream just may be missing. Here are 15 hidden gems B2B marketers should be following. Writer. Producer.

29 Signs You Need a Break From Marketing

Digital B2B Marketing

You talk to friends about your work and only slowly realize they have no idea what you are talking about. Over time, your role in marketing begins to permeate every part of your life. You adopt behavior, language or perspective that is completely natural to you, but doesn’t make sense to anyone around you. Just maybe, that means it is time to take a break. Yes, that’s twice.

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Content Methodology: A Best Practices Report

This virtuous circle is only possible when the company works to build a culture of. work,” Becker said. “We needed to prove that content can improve marketing’s. culture of content doesn’t emerge overnight, but working to build one across these. Content Methodology: A Best Practices Report A content methodology works in much the same way as a flywheel. Content. In the.

10 Things You Need to Know About B2B Mobile Marketing

Digital B2B Marketing

91% of mobile workers use a smartphone for work. What’s more, many say they would be emotional (59%), disoriented (40%) or distraught (34%) if they worked without a smartphone for a week. Mobile visitors have come to expect these functions and they need to work as expected. You see them everywhere, crossing streets, in meetings, at lunch and even driving.

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A Guide to Creating a Thought Leadership Campaign

Digital B2B Marketing

However, establishing thought leadership is a common objective and many B2B marketing organizations continue to work within a campaign framework. Situation: Your B2B company is not seen as a thought leader in your industry. You have been asked to develop a campaign to establish your company as a thought leader and become one of the leading voices within your industry. It gets you started.

Three Data Opportunities B2B Marketers Are Missing Today

Digital B2B Marketing

These are listed in the order of adoption that makes sense for the majority of B2B marketers I’ve worked with over the last few years. 1. If you work for a hospital and visit, it would be very unnatural if the entire homepage was about hospital and healthcare provider research and solutions. Sound ok? What about all of the first time visitors to your website? Your Turn.

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Unfortunately, it doesn’t work that way. Instead, lead generation and demand generation work together in sequence. Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads.

Study: How Much of Your Content Marketing Is Effective?

What’s working—and what’s not—for over. working remotely. to explore what works for their particular audiences. necessarily work with content. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE?

Why Content Curation Is Not The Answer

Digital B2B Marketing

It sounds good on the surface, but becoming a go-to source and building your reputation through content curation simply doesn’t work for marketers. The biggest problem in B2B content marketing is that it requires content. Somehow, this most obvious of truths has become the thorn in the side of B2B marketing (and the inspiration for 1,000s of pieces of content). Hallelujah! Exactly.

5 Signs Your Marketing Isn’t Integrated

Digital B2B Marketing

Every single marketing touchpoint should be working together. Integrated marketing is hard. Executed well, it is a great example of 1 + 1 + 1 = 5. However, integrated marketing isn’t an exact science, there is not a simple litmus test that tells you if your marketing is integrated. Often it is easier to spot the signs your marketing is not integrated. You Are Still Ignoring Mobile.

6 B2B Marketing Mistakes That Are Easy To Make

Digital B2B Marketing

If you are a creative marketer working on a campaign to reach Linux developers, I would venture there is a very good chance that you won’t even like the creative and marketing ideas that end up working best! The hardest mistakes to avoid are the ones that don’t look like mistakes at all. Assuming Your Audience is Just Like You. They aren’t. Logical, right? Wrong.

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Why Marketing Benchmarks Are Bogus

Digital B2B Marketing

We want to know that we are doing good work. We like to measure ourselves against something. 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? number in some book or website, based on the results of businesses nothing like yours? Published Benchmarks Are Garbage. Need more?

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Stop Being a Transactional Content Marketer

Digital B2B Marketing

In B2B marketing and many high-ticket B2C categories, this is the way content marketing often works today. Free white paper! Free webinar! Free eBook! We’ve all seen the promotional emails, banner ads and Tweets. It’s Free! It’s Free! The fine print: we will send you weekly emails with more content you didn’t ask for. Transactional Content Marketing. So are books.

No, Content Will Not Kill Advertising

Digital B2B Marketing

Any false perceptions created by sales and marketing activities are blown away, replaced by the real experience of working with you. Advertising is dead (again). The latest killers are the social media and content marketing stars. Not so fast. Marketing is a spectrum. At one end might be the experience someone has using your product or service as you intended. Advertising isn’t dead.

Advertising, Big Data, and Google’s Moves To Own It All

Digital B2B Marketing

With two changes announced in the last week, Google is moving to control all online data, from the data used by today’s most innovative online advertising companies to the data B2B marketers need for simple microsites to work effectively. Companies like RocketFuel will need to work through Google (or a new alternative, see below) to continue operating. Google wants to be both.

The More You Share, The Less We Care

Digital B2B Marketing

With that in mind, in early 2012 I determined to test sharing 10 links per work day. It’s true. When people share too much, we tune them out. We only half-listen, or we just walk away. In social media, we do the same thing. We skim over the update from the chatterboxes , not giving them the same attention as updates from others we see less frequently in our stream. In a bad way.

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Evangelizing a Content Marketing Program

working, and as a result, creating content people. work so you can create better content and con- tinuously build a bigger and better audience. Moye publishers 15 to 20 stories each month through a “virtual news- room,” as most of the team, including Moye, works remotely. doesn’t work in the modern media landscape. All rights reserved. Introduction 4 II. The hotel giant.

3 Common Problems with B2B Marketing Personas

Digital B2B Marketing

Unfortunately, many B2B marketers are working with personas that do more harm than good. And prospects that work with your competitors don’t go through their day terrified, while your customers sit on cloud nine popping bonbons all day. Developing personas is one of the first steps recommended by many B2B marketers. It was a stark reminder of how common bad personas are today.

The Dark Future of Native Advertising

Digital B2B Marketing

There is still a short-term opportunity for native publishing, but long-term the best marketers will work to build their own audience. Native advertising, and specifically native publishing programs, will struggle in the future. It comes down to a marketplace issue that, over time, will be a thorn in the side of native publishing. First a quick definition of native publishing. Or is it?

What Really Happens When Influence Increases?

Digital B2B Marketing

If 50 GRPs a month is working well, 500 GRPs won’t work 10x as well. Joe Fernandez of Klout recently said Klout’s goal is to help every person maximize their individual influence. It is no secret, as a marketer you want to influence purchases. But what would happen if Klout achieved this goal and every person became more influential? The Diminishing Return on Influence.

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Everyone Hates Your Most Effective Online Ads

Digital B2B Marketing

Banner ads work. Banner ads don’t work. Banner ads are just wallpaper. It doesn’t matter what your opinion is of banner ads, someone out there has a study that will agree with your position. The results from these ads can be misleading. Yes, they deliver a high click rate, but at what cost? How many people do they p**s off? People Hate Interruptive Ads. source ).

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B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."