What you need to know about the state of online video display advertising

With online video display advertising poised for significant growth in the next five years, two factors are top of mind: quantity and quality. Online video, in some ways similar to television with its ability to “tell stories” that are particularly strong at creating brand awareness, is a medium unlike any other, especially for advertisers. According […]

Snapchat looking to partner with media companies Time, Vice, BuzzFeed

Snapchat is looking to boost revenue by partnering with big-name media companies for the launch of their new service Discover. The section within the app will allow media outlets to share articles, video, and music, according to Digiday. Snapchat is in talks with Time, Comedy Central, BuzzFeed, CNN, the Daily Mail, ESPN, Hearst (Cosmopolitan magazine), […]

B2B and Virtual Reality: 4 industries to be disrupted first

Oculus Rift’s CEO announced recently  that its virtual reality headsets are months, not years, away. Will there immediately be applications for B2B? When we talk VR, the geekily inclined of a certain generation immediately thinks holodeck, and VR for recreation and entertainment. But B2B applications may come first. The ability to layer data or make […]

A B2B content marketing editorial calendar program for anyone

Rule #1: don’t put them to sleep. Content marketing is effective, but it’s not easy to plan. If it isn’t aligned to corporate priorities, it won’t get the right results. Without a focus on relevancy and customer needs, it might cause drowsiness. A recent study showed that nearly 50 percent percent of the 88 percent […]

Social buisness

It’s 2014, is ‘social business’ dead or alive?

Management consultant Peter Drucker said: “There are only two things in a business that make money – innovation and marketing, everything else is cost.” Is business actually starting to believe this and what are the implications for marketing vendors? Social business is far from dead. Business is experimenting with customer engagement in areas like content, […]

Lessons from a Shark: how to measure organic B2B content marketing

Page views? Time on page? Video views? Are these real content marketing performance indicators? No. Why not? If you know how much time was spent on a page, and that more time was spent on one page of content than another page, is that actionable information? Does it give you any insight into content ROI? […]

Same prospect, two trajectories: how brand vs conversion behaviour differs

Measuring from awareness to action online is not simple. It’s an ecosystem, it’s a path, it’s a narrative. Whatever the new buying process is, it’s clear that a funnel is no longer what we’re working with … or is it? Data shows there are two customer trajectories for all but the most rote or impulse […]

How we launched B2BNN on Twitter: Day One to two weeks

Launching a new B2B presence on social networks with zero budget and no existing web presence on a Friday night? Requires tons of patience and you won’t really see results for months, right?   Not necessarily. On September 19 2014 we launched the @b2bnewsnetwork Twitter account. We kicked off (somewhat unintentionally) at the worst time […]

Picture of community at Burning Man

Path to real content marketing relevancy? Your audience.

You wouldn’t serve wagyu to vegans or request formal attire at your Burning Man meditation meetup. So why do marketers deliver untargeted content? Yes, bad content is everywhere, and any way to create more relevant, useful marketing content works for us. But a way to do that AND cut your content marketing production costs dramatically […]

Content marketing agency lessons: beyond messaging + copy to utility

In an on-demand B2B universe, content marketing becomes information, useful experiences that are useful to the marketer too. It’s  measurable, delivered however the information seeker prefers, from 140-character tweets with answers to the most popular questions asked by customers to triggered emails, catalogs, whitepapers, and more. For content to really develop relationships, however, marketers must […]

Digital customer frameworks: data and the new digital media plan

    Henry Ford once famously remarked that if he’d asked his customers what they wanted, they would have said “a faster horse.” Had you asked B2B marketers a decade ago what they needed to market more successfully, their response might have tread the same path: more data, more information—faster and better. Well, marketers, your […]

Walks become runs: ‘Moneyball’ lessons on digital measurement

I grew up watching all kinds of sports with my father, and to this day I love baseball. Though my brother, the other sports fan in the family, says baseball is ponderously slow, there’s something about its rhythms to love. I remember as a kid watching the larger-than-life baseball heroes of the ’70s and ’80s, […]

From funnel to digital customer relationship: the evolution

One of those reassuring little white lies we tell ourselves as marketers is this: People make linear decisions. It’s simpler to draw straight lines about people’s behavior, so to date we have typically pushed people through carefully scripted marketing processes. But does that really reflect people’s actions and the ways they find information? Of course […]