Digital B2B Marketing

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.

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.

Trending Sources

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. I had a chance to talk to Toby recently (when he was still with CBSi) and he shared three of the most common mistakes he sees B2B marketers make when they first start working with publishers.

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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.

LinkedIn Just Went Into the Publishing Business

Digital B2B Marketing

If LinkedIn worked well for you six months ago, it doesn’t mean anything today. Similarly, if LinkedIn hasn’t worked in the past, consider another test.

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).

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.

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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.

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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. I know, that’s not what you usually hear, so stick with me.

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.

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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? But “can work” and “it is a good idea” are worlds apart!

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.

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.

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. What, it’s changing? Quick, call it dead! Write an article about how social media is killing advertising! Advertising is Dead. SEO is Dead.

15 People Every B2B Marketer Should Follow On Twitter

Digital B2B Marketing

I 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.

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.

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.

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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.

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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.

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.

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. And set this up once and you will get this benefit across every single publisher you work with.

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.

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.

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!

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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?

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!

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.

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.

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.

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. Google just made two major announcements.

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.

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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.

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.

Banners Don’t Drive Leads in B2B Marketing

Digital B2B Marketing

Ok, here are how the numbers work out for different banner approaches targeting enterprise B2B audiences. Retargeting works for two reasons other banner tactics cannot replicate: It is your exact audience and they are already aware of you and have engaged with you.

Three Key Requirements of Agile Marketing

Digital B2B Marketing

We were working towards it, saving and networking with people who have land. Take the time to sit down and work through your goals in enough detail to move forward confidently and as a team. Are you ready to be an agile marketer?

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Why The Analysts Are Wrong About Twitter’s Ad Platform

Digital B2B Marketing

In their view, that’s not the way advertising works. What happens when you survey 50 media buyers? 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.

Social Media is Lowering Our Content Standards

Digital B2B Marketing

As Jessica Northey wrote recently, Don’t Should On Yourself and instead, find what works for you. I work with B2B clients on media and integrated marketing programs. Sharing has ceased to be an endorsement of the quality of content.

5 Lies About Easy Ways To Create Content

Digital B2B Marketing

Once your video is created, your work isn’t done. What other content shortcuts do you see individuals or businesses take that simply don’t work? There are easy ways to create good content, right? Sorry. Creating good content is hard. And it’s getting harder.

Mute Represents Everything Wrong with Twitter Today

Digital B2B Marketing

How Mute Works on Twitter. Finally, you can mute on Twitter. Everything that’s wrong with Twitter has been fixed confirmed. If you don’t want to see what someone Tweets, unfollow them. If they are spamming with mentions, favorites or retweets, block them.

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

If you are new to B2B marketing, or just have to work with a B2B marketer, these acronyms and abbreviations may help decode the conversation. Some days B2B marketing discussions seem more like a reading of alphabet soup.

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