Modern Media Buying and Enterprise B2B Demand Generation

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience, based on a wide range of audience data available for targeting.

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. The challenges these platforms continue to face are access to sufficient high quality inventory and access to data appropriate for targeting company sizes and roles.

Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience.

The problem: consuming traditional B2B content used for demand generation requires a significant time commitment. Taking the time to dive into a whitepaper or watch a webcast imposes a major time requirement. Read more of this post

Optimizing Digital B2B Marketing Campaigns

Plans are carefully laid. The creative is impactful. The content is compelling. The media surrounds your audience. Search, social and email are integrated in support of the overarching program. But the results are not there.

Your plan is the result of your passion. When someone says it isn’t performing, it is nearly a personal affront, but it shouldn’t be. Doing something that doesn’t work is learning. Continuing to do something that doesn’t work is lunacy.

Let’s skip past setting goals and establishing your metrics. If you are still struggling with this, there are numerous good articles available. When should you optimize your campaign? When are you certain that making a change is better than waiting it out? Read more of this post

TV Really Is Easier to Measure than Social Media

KMart’s CMO made waves recently by saying TV, and other traditional channels, are easier to measure than social media.

Social media proponents responded, defending social media’s measurability and highlight the data social media provides. My favorite was this tweet from Jay Baer (who I have a tremendous amount of respect for and I don’t disagree with lightly).

http://twitter.com/#!/jaybaer/status/93742009034084352

The problem is, most social media measurement is myopic. Read more of this post

Online Media Needs Innovation, Not a TV Standard

This is my opinion about the recent IAB, ANA and 4A’s principles for online measurement. If you don’t like rants, or think the advertising associations can do no wrong, stop reading and go back to Lycos. Otherwise, read on and share your reactions in the comments below.

The IAB, ANA and 4A’s recently outlined five measurement principles as part of Making Measurement Make Sense. The objectives, outlined below, are admirable:

  • Define transparent, standardized and consistent metrics and measurement systems to simplify the planning, buying and selling of digital media in a cross-platform environment.
  • Drive industry consensus around a solution.
  • Establish a governance model to support ongoing standards development, manage change and ensure compliance.

The problem is, as someone that has spent the last ten years (gulp) in this industry, the principles and their intended impact are mostly nonsense. Read more of this post

Five Marketing Changes You Need to Make

CardsIf B2B marketing isn’t dead, it is changing very quickly. But the real change isn’t the marketing, it is how marketing has evolved in response to the evolving buyer.

The biggest factor driving the changes in today’s buyers is the accessibility of information technology has enabled. This change has turned demand creation upside down. In the past, your prospect held the budget cards and you held the information cards. Through the sales and negotiation dance, the cards were slowly revealed one at a time, with you and your prospect jockeying for advantage through the entire process. Read more of this post

Email Marketing 2.0 is Facebook and More

The Changes to Email Marketing will Not End with Facebook.

Jay Baer proposed in a blog post on Monday that Facebook for  Business is Email Marketing 2.0, and that email can then be used to value marketing efforts on Facebook. It is an excellent approach, and I think most comments missed the point. Facebook marketing and email marketing are both about developing an audience that allows you to engage over time.

Facebook is (part of) Email Marketing 2.0.

The most important part of the heading isn’t Facebook, it is Email 2.0. Both Facebook and email are used by companies to distribute information. But email marketing is a one-way blast channel.

Email Marketing 2.0 should look vastly different from today’s email marketing. With all due respect to the email providers integrating social sharing into email, that does not make email marketing a platform for sharing and discussing. It continues to be a one-way channel, at times simply promoting discussion or sharing elsewhere.

Read more of this post

Three Reasons Advertising Isn’t the B2B Branding Answer

Ahh, brand. You want a strong brand, right? A strong brand opens doors for sales. It puts your company on the short list.

The Problem: Advertising will not create this brand. Not today. Not in B2B.

Read more of this post

What Comes After Lead Generation?

Steering WheelTwo weeks ago, I wrote Five Reasons Lead Generation is on its Last Legs, exploring the reasons why today’s common lead generation tactics are beginning to fail. However, the requirement that marketing deliver leads will not change.

Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. Underlying the new demand generation activities will be two key changes.
Read more of this post

Five Reasons Lead Generation Is On Its Last Legs

A quick definition. Lead generation, for purposes of this post, is collecting registration information for content, in order to build a marketing database or deliver leads to telemarketing and then on to sales.

Delivering leads for sales drives today’s B2B marketing organization. According to a study from Fusion B2B on 2011 B2B marketing priorities, lead generation is the single top priority of B2B marketers, at 26%. By comparison, awareness only captures 7%, near the end of the list. B2B marketing is all about lead generation.

But lead generation is breaking, and if your marketing relies heavily on lead generation, it will slowly break too. Here are the five things breaking lead generation today.

Read more of this post

Is Anyone Left to Click Your Ad?

Cat and Mouse

Who is Clicking Your Ad?

In 2007, 68% percent of internet users did not click banner ads in a given month. In 2009, that number increased to 84%, and only 8% of internet users represented 85% of all clicks. These results are from ComScore research.

Now Collective Media released new research showing 99% of internet users do not click ads. If your marketing plan is dependent on a click, your audience is getting smaller. A lot smaller.

Two things are particularly notable about this trend for marketers. Read more of this post

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