Video: How Digital Marketers Can Reach More Buyers


3 Shifts in Digital MarketingRight now in digital media, there are three specific trends changing the way marketers must play today. These are:

  1. Shift from Interest-Based Media to Intention-Based Media: 70% of buyers are relying more on content than they did a year ago for purchase decisions. As a marketer, you can track these interactions (content downloads, video plays, etc.) to capture intention instead of interest and target based off the way buyers engage. (Tweet this!) Read the full entry

3 B2B Digital Marketing Companies Using Innovation to Make the Data Connection


flat-design-infographic-template-elements_lightWhile tech media was once the key player in leveraging innovation to offer advanced marketing solutions like programmatic buying, marketing automation, and retargeting, the digital media industry is increasingly investing in these technologies. B2B marketing companies can no longer rely on organic adaptation or be slow to respond to the digital market shift; they must employ strategic and tactical moves to stay on top of customer needs and market trends.

The good news is the B2B marketing industry is already responding to the shift, with a report from research firm Gartner finding a double-digit increase in digital marketing in 2013, which represents about 29 percent of the overall marketing budget. “B2B companies have woken up,” said Laura McLellan, VP of marketing strategies at Gartner. “Some of this is catch-up spending, because they are just now seeing the need for this, but they are definitely spending more. A lot of B2B marketers are still finding their way, and this is going to be a journey for them.” Read the full entry


Digital Solutions for the B2B Marketer


video-playHigh-level decision makers are harder than ever to reach. And in today’s world, buyers do not contact suppliers directly until most of the purchase process is complete. So how do businesses get in front of buyers exactly when they’re evaluating products and services? And where are smart executives going to learn more about what the market has to offer them? 

Meet Business.com, the leading destination for executives in growing companies to acquire the knowledge, products and services they need to run their businesses. It’s our mission to provide a better experience for our users while delivering better performance for you, our advertisers. Say hello to Frank and our latest video on how our ad products work.

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Transforming B2B Digital Media Through Data, Content and Integrated Marketing Solutions


Business.com New PlatformIt’s a great time to be in digital advertising. In 2013, $275 billion was spent on digital advertising, and this number continues to grow at over 11% per year. Much of this growth is driven by content marketing; and smart marketers are embracing content marketing because it works. Buyers today educate themselves with advertiser provided content. They want this content tailored however, to their demographics, firmographics and where they are in the purchase process.

Now, Business.com is even better positioned to help you do just that. Read the full entry


Is Content Marketing the Future of B2B?


Content Marketing Infographic HeroThe phrase “content marketing” is thrown around like a beanbag in the world of digital media. Some praise the concept as the savior to their revenue problems, claiming the creation of blog posts and eBooks is the only viable way to generate leads. Others argue it’s all hocus-pocus. With so many different opinions and claims running rampant online, it’s no surprise marketing teams are confused as to the proper meaning of content marketing and its true power. A handful of content marketing “myths” have arisen as a result, and we’re here to debunk them. Read the full entry


Using Website Analytics to Understand Your Prospects


Web Analytics for B2B CompaniesAs small and medium-sized B2B businesses, we place an exorbitantly high value on each aspect of customer relations. And rightfully so! We understand, sometimes even more than larger firms, that our success is based not only on the product or service we provide, but the greater value we can offer. One way that we offer greater value is having a website that prospective customers love to use. Read the full entry


B2B Blog Roundup: The Shifts and Tools of Content Marketing and Lead Engagement


B2B Blog Post Round-upThe B2B sector continues to shift marketing spend from traditional to digital (38.7% devotes at least 30% of their budget on digital, up 30% from 2013) and digital content continues to matter. 3 out of 4 marketers are investing more in it. This is good news for me in that I have job security; bad news in that the playing field is no longer the same. The bar has been raised and will continue to be.

1) 70% are relying more on content now than they did a year ago 2) Marketers first need to define a strategy for content and then one for the actual distribution of that content and 3) Collecting email only through registration for content isn’t enough. This quarter’s article highlights:

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Developing a Content Marketing Strategy…That Actually Works


Developing a Content Marketing Strategy That Actually WorksCreating a content marketing strategy is easy. Creating one that actually manages to significantly increase visibility and promote engagement? That isn’t always quite so simple.

We live in an age where marketing is a given for anything from product based selling to personal blog promotion. Whole marketing campaigns exist to promote social media profiles, and influencers are literal commodities in their own rights. People trade off of their reputation in a way more direct than ever before. In short, it has made it harder to stand out. Read the full entry


10 Ways to Avoid False Negatives in Performance Marketing Campaigns


10 Ways to Avoid False-Negatives in Performance Marketing CampaignsMany beginner marketers launch new performance marketing campaigns without having the fundamentals in place.  In doing so, they run the risk of making bad decisions on the long-term potential of an online marketing campaign. This post explores one potential pitfall for marketers in this situation, which I call the “false negative.” Read the full entry


Canada’s Anti-Spam Legislation – Avoid the Heartburn and Re-Engage Your Audience


Canada’s Anti-Spam Legislation - Avoid the Heartburn and Re-Engage Your AudienceAs most of you have heard, Canada’s Anti-Spam Legislation (CASL) is taking effect on July 1, 2014, affecting all email marketers with an audience in Canada. The law was implemented in order to “help protect Canadians while ensuring that businesses can continue to compete in the global marketplace.”

Yes, the laws are getting stricter for sending marketing emails in Canada. Yes, you need to ensure your recipients are opting into your subscriptions for promotional emails and texts. And generally no, you cannot send misleading emails, collect personal information electronically without permission, or automatically install computer programs without the express consent of the owner. Read the full entry