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

By 19 Comments

Google LogoGoogle just made two major announcements. Long-term, these could change the face of online marketing and advertising for almost every company. But before we look at how they are related, two background points are key.

1. When it comes to online advertising revenue, no one is bigger than Google. Not even Facebook comes close.

2. Online advertising companies that use big data in advertising are today’s market darlings. RocketFuel’s successful IPO last week underlines the value the market is putting on these companies.

Google wants to be both. [Read more…]

B2B Native Advertising: Does Forbes BrandVoice Really Work? [Research]

By 34 Comments

forbes-brandvoice-logoNative advertising, and more specifically native content publishing, is hot.

Nearly every major publisher already has a program or is working on one. It shouldn’t be a surprise, as marketers increasingly turn to content, publishers need to offer solutions to promote and distribute that content.

For B2B marketers, the Forbes BrandVoice program is one of the original and most established programs. BrandVoice marketers are able to publish directly on Forbes, presumably gaining access to an audience far larger and more valuable than what they could reach on their own.

But do native advertising programs that let marketers publish directly on a media property distribute content effectively? Do they really get the benefit of the media company’s audience? To find out, I gathered data on more than 340 articles, 15 marketers in the Forbes BrandVoice program and 3 Forbes staff writers. [Read more…]

Why Most B2B Advertising Doesn’t Matter (And Steps To Fix It)

By 10 Comments

AttentionIf your marketing requires an explanation to your audience, it has missed the point.

If you expect your audience to stop and think about your ad, you don’t comprehend yet just how unimportant ads are to your audience.

As marketers, you agonize over creative and messaging. You study it. You dissect it. You inspect every nuance. You treat it like a piece of art, to be savored slowly. [Read more…]

B2B Email List Guide: Buying, Renting or Building Your List

By 68 Comments

B2B Email List OptionsWhether you want to promote your upcoming webcast, send a multi-channel campaign, or give your telemarketing team a list of contacts to call down on, it starts with a list.

So should you rent, buy or build an email list? How much do the different options cost and when are they most appropriate? This guide will get you started. [Read more…]

4 Characteristics of Great Marketing Content

By 9 Comments

Great ContentA colleague forwards you link with a short note: “this is awesome, we should be doing this.” Your interest is perked. Your expectations are high. You click and… your heart sinks.

Its last decade’s news and isn’t relevant for your business today. What was gold to your colleague was a waste of time for you.

Content quality is in the eye of the beholder. At the end of the day, no other perspective matters. Here is the litmus test we need to apply: [Read more…]

Why Old Content is the King of Content Marketing

By 20 Comments

Older ManYou don’t need more content. You need old content. I 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. It is why new successful publications like Huffington Post or Copyblogger really aren’t all that new.

Better content isn’t enough when your competitors have good old content. [Read more…]

3 Common Problems with B2B Marketing Personas

By 14 Comments

Funhouse MirrorDeveloping personas is one of the first steps recommended by many B2B marketers. Understanding your audience is critical, and personas are one of the most effective solutions, right?

I recently had the privilege (cough) of reviewing personas created for a client by a large, respected agency. It was a stark reminder of how common bad personas are today.

Unfortunately, many B2B marketers are working with personas that do more harm than good. [Read more…]

5 Metrics Every B2B Marketer Should Track

By 9 Comments

Ring with old keysYou have a lead generation program. An influencer program. An advertising program. A 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. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. [Read more…]

Three Key Requirements of Agile Marketing

By 4 Comments

Old SchoolhouseAre you ready to be an agile marketer? Are you ready to respond to a reality that is changing, in unexpected ways, around you?

I’ve had a recent (and continuing) personal lesson in agility. We just sold our house. It wasn’t on the market, and frankly, we didn’t think it would close.

In short, we were not ready. Now, we need a place to live. Fast. And our experience is reinforcing three key requirements to be agile in marketing, and in life. [Read more…]