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7 B2B Advertising Opportunities You Are Missing

March 25, 2013 by Eric Wittlake 9 Comments

B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising.

However, many B2B marketing groups are continuing to use the same targeting options they mastered in print and direct mail, simply applied to newer digital marketing tactics.

Today, B2B marketers have many new options available. Below are 7 options and potential providers for each one. [Read more...]

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Filed Under: Media Tagged With: adroll, advertising, bizo, chango, CRM Retargeting, Demandbase, fetchback, kontera, LinkedIn, liveramp, neustar, retargeter, retargeting, search retargeting, Simpli.fi, vibrant media

Bad Advertising Advice: Go Where Your Audience Is

October 2, 2012 by Eric Wittlake 5 Comments

It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive.

This advice leaves B2B marketers looking at what their audience does. Do they watch the Super Bowl? Are they on Facebook? Do they read Sports Illustrated?

Media sales representatives perpetuate the problem, comparing reach to their competitors. The “more read our stuff” chart is in nearly every major media kit in one form or another and every day it leads marketers astray. [Read more...]

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Filed Under: Media, Strategy Tagged With: behavioral targeting, bizo, CRM Retargeting, Demandbase, LinkedIn, media planning, retargeter, targeting

Social Sleuthing: Who is Sharing Your Content: Twitter & LinkedIn Edition

February 23, 2012 by Eric Wittlake 13 Comments

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? Here are ways you can find out who is sharing your content, and in some cases how much traffic each share is driving, on Twitter and LinkedIn.

Some of the approaches here use Google Analytics or WordPress statistics, the measurement solutions I use here on B2B Digital Marketing. [Read more...]

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Filed Under: Social Media Tagged With: Albert Ribera, Jay Baer, Jeff Rozner, LinkedIn, Mark Schaefer, Rand Fishkin, sharing, social media sleuthing, t.co, traffic, twitter

B2B Social Media Opportunities [#B2Bchat Recap]

January 16, 2012 by Eric Wittlake 6 Comments

In our most recent #B2Bchat discussion, we looked at a number of social networks and how B2B marketers can take advantage of them, and once again I was pleased to have the opportunity to moderate the lively discussion.

Rather than a deep dive into a single network or objective, the discussion quickly touched on a number of social networks or platforms.

Participants identified a number of specific opportunities, however what was most apparent throughout the discussion is that social media is moving quickly. B2B marketers need to stay on top of the market if they are to identify and take advantage of new opportunities. [Read more...]

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Filed Under: Social Media Tagged With: #B2Bchat, B2B, Focus, Foursquare, Google, LinkedIn, Livestream, pinterest, Slideshare, social media, storify, triberr, Tumblr, twitter, Youtube

All Media Will Be Social Media

October 18, 2011 by Eric Wittlake 4 Comments

This is a forward looking opinion post on the potential future of digital marketing.

The future of digital media is social. With the far-reaching tentacles of Google and Facebook, no digital marketer will be able to approach marketing without engaging in some form of social media.

Today, companies can choose to ignore social media. Although they cannot stop the conversation, they can ignore the conversation that is happening elsewhere.

In the future, social media will be harder to ignore. Social media will not be integrated into marketing, it will be integrated into our experience as individuals. As social media is integrated into the applications we use, marketers will no longer be able to ignore it or choose not to integrate it. Marketers will lose even more control than they already have.

Here are three predictions for what this future may include. [Read more...]

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Filed Under: Social Media Tagged With: conversation, delicious, Facebook, Google, integration, LinkedIn, social media, summify

Buyers to Marketers: Don’t Call Me, I’ll Call You

September 27, 2011 by Eric Wittlake 5 Comments

“Why do you want my email and phone number again? So your sales consultant can contact me? No thanks, I’ll pass.”

Most B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone.

The problem is, your buyer’s process is not built on your email or your phone. According to research, buyers only engage with companies directly during the last 40% of their research process.

When you insist on registration, you are in effect telling prospects:

We don’t want to be involved in the first half of your research.
We are only willing to engage with you on our terms and timetable.

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Filed Under: Content, Demand Generation, Social Media Tagged With: B2B marketing, demand generation, Facebook, Google, lead generation, LinkedIn, registration, social media, twitter

7 B2B Advertising Opportunities You Are Missing

Bad Advertising Advice: Go Where Your Audience Is

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