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4 advanced targeting strategies for B2B marketers - Marketing Land

4 advanced targeting strategies for B2B marketers - Marketing Land | The MarTech Digest | Scoop.it
1. Create granular content assets
Implementation tip: LinkedIn provides granular targeting options that enable you to target subsets of your audience either through position, job function, seniority level or title. 

2. Build your top-of-funnel prospect list
Implementation tip: Launch a social ad campaign in Facebook and Twitter to drive engagement with your content. Build a remarketing list in AdWords or AdRoll with these social top-of-funnel visitors and deploy a remarketing strategy that helps to educate.

3. Integrate remarketing & lead nurturing
Implementation tip: When a prospect engages with content, move them to the next stage, your remarketing list. 

4. Appeal to each persona
CYDigital/marteq.io's insight:

This is very, very smart.

 

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4 Advanced B2B Strategies for Hyper-Targeted Marketing Campaigns - ClickZ

4 Advanced B2B Strategies for Hyper-Targeted Marketing Campaigns - ClickZ | The MarTech Digest | Scoop.it

Digest...


Trade Show Hyper-Targeted Campaigns

 

1. The Cheapskate: If you want to forgo your expensive booth, then try a hyper-local, mobile geo-fencing campaign. This will allow you to buy up the mobile advertising in a geo-targeted area. You can even add layers of demographics on top of this to make sure you are targeting the right people in the area. This is a great way to spend a little to get a hyper-targeted audience. Remember: at trade shows, most people are on their cell phones anyway, so why not meet them where they are? This is much less expensive than a booth, and will easily get you in front of the correct people at the correct time. Also consider they are at a trade show to learn, so you can easily hit them with relevant content knowing they are likely to want to engage with that type of information.

 

2. The After-Party: Consider a new way to invite people to your party: try using geo-targeting via mobile to hit people right when the conference ends. This would allow you to get people on their way home, and allow them to know when and where your party is. It's a short-lived campaign, but one that may help you drive the leads you want to your party.

 

Breaking Into New Accounts via Hyper-Targeted Advertising

 

3. The Pre-Game: A great way to use this technology would be the Pre-Game campaign. If you are planning to have your inside sales team call ahead to set appointments, try using ABM to prep the companies you are about to call. Use ABM to advertise to the account for two weeks before your calling campaign. This will ensure your marketing makes it in front of the prospects so that your brand will be recognizable to them when you call.

 

Hyper-Targeted + Video via Social Feed

 

4. Twitter Made the Video Star: Many people are using retargeting, but did you know you could do this on your own on Twitter with video? Imagine that you want to do a hyper-targeted campaign targeted toward all of the people on a specific list. You can take your email list and make a special segment within Twitter, and then advertise a Twitter card to these people. I'd suggest using a video card, because your video can then be viewed within the feeds of people you may not be socially connected to, as long as you know their email. The video can have great content, then drive them to an opt-in section, or ask for a conversion in the feed. I'd suggest using a video-hosting solution such as Wisita or Vidyard if you are going to try this campaign, since it will make tracking your leads' engagement with your videos much easier.

 

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CYDigital/marteq.io's insight:

Don't expect that you'll specifically follow each one, but it gives you an idea as to how to get creative with the technology.

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Who’s Visiting Your Website? How to Segment Anonymous Visitors - Marketo

Who’s Visiting Your Website? How to Segment Anonymous Visitors - Marketo | The MarTech Digest | Scoop.it

Intermediate/ Digest...


If you’re interesting in building relationships with that 98% of your website traffic, here’s how you can use personalization tools to make that happen.

 

1. Put Personalization Software in Place

Installing real-time personalization software is typically easy, as long as you choose one that works with any content management system (CMS) — or at least the CMS you use.

 

2. Determine Your Audience

Define who your ideal customers are. You can approach this in one of two ways – you can list the names of the specific companies that you’d like to target (using account-based marketing tactics), or you can use your personalization software to target specific buyer personas.

 

3. Sit Back and React

Once you’ve installed your software and specified your audience, the entire process runs itself – hands free. Your real-time personalization software will identify the relevant attributes of each visitor to your website, and feed that visitor the most appropriate content for that particular visit.

 

4. Continuously Test and Refine

An ideal real-time personalization solution can provide both A/B testing and auto-tuning capabilities – this means that as it serves content to your website visitors, it also notes each visitor’s engagement with the content, making adjustments to its algorithm based on each visitor’s reaction.

 

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CYDigital/marteq.io's insight:

The configuration is the hard part, i.e., matching content to personas, which are defined by anticipated behaviors. As it starts, you need to continually work it.


So in essence, your targeting is a posteriori. You set it up, and then over time modify it based on actual movements.

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Infographic: A Guide to Target Account Marketing - Marketing Technology Blog | #TheMarketingAutomationAlert

Infographic: A Guide to Target Account Marketing - Marketing Technology Blog | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
The visualization that Demandbase put together for this infographic, comparing traditional B2B marketing to target account marketing is fantastic.

 

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CYDigital/marteq.io's insight:

If we were playing Buy or Sell, this is a Buy. Now combine this with MA fueled with quality content, and predictive, and you're feeling pretty good.

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INFOGRAPHIC: Who is Your B2B Buyer? - Acquity Group

INFOGRAPHIC: Who is Your B2B Buyer? - Acquity Group | The MarTech Digest | Scoop.it
Corporate buyers apply B2C purchasing preferences to B2B transactions, meaning suppliers must provide a highly-targeted, easy-to-use online experience. Do you understand your buyer?
CYDigital/marteq.io's insight:
  • See the article at blog.acquitygroup.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
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7 B2B Advertising Opportunities You Are Probably Missing - B2B Digital Marketing

7 B2B Advertising Opportunities You Are Probably Missing - B2B Digital Marketing | The MarTech Digest | Scoop.it

Excerpted...


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

  1. Search Retargeting. Search retargeting allows you to buy display ads targeted to people that have searched for your keywords. You can also include competitors products that may be restricted in traditional search. Providers: Simpli.fi, Chango, Fetchback.
  2. InText Ads. Buy your keywords in the text of articles on news and content sites. Providers: Vibrant Media, Kontera.
  3. Retargeting. One of the oldest targeting tactics in B2C, retargeting is still underutilized by B2B marketers even though it is generally one of the most cost effective tactics. Providers: AdRoll, Fetchback, Retargeter.
  4. CRM Retargeting. Retargeting doesn’t have to stop with your site traffic. With CRM retargeting, one of the newer options included in this list, you can target people in your email database across the web. Providers: Retargeter, LiveRamp.
  5. Audience Targeting. Bizo has established themselves as the leading provider of B2B audience data, here are the segments they have available.
  6. Company Targeting. Do you have a list of specific target companies or accounts? Cherry pick your targets and deliver ads only to people at those companies. Providers: Bizo, Demandbase, Neustar.
  7. LinkedIn Data Targeting. Through a new partnership, LinkedIn can now sell ads across the web targeting using their own profile data. LinkedIn is the gold standard for B2B data, making this one of the most interesting new offerings in my opinion. This is really a type of audience targeting, above, but it is separate here because self-reported LinkedIn data is different from typical audience data.


CYDigital/marteq.io's insight:

TREMENDOUS resource!  Bookmark this, click through and review the article carefully, and explore these options!


  • See the article at b2bdigital.net
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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To Send or Not to Send an Email…That Is the Question - ClickZ

To Send or Not to Send an Email…That Is the Question - ClickZ | The MarTech Digest | Scoop.it

Conclusion...


It is possible to over-target your marketing message, which leaves an entire audience of potential conversions out in the cold. While you may see that customers are purchasing from very specific categories, it doesn't hurt to expand your reach a little to see if there is interest in complementary categories. Be systematic and decisive about how you target; don't make the audience too small, as you may be missing out on potential customers. However, you have to use caution when casting a wide net as well, or you may turn some subscribers off.


CYDigital/marteq.io's insight:

Targeting is a balancing act, and to find the right balance, you need to test, test, test. It's an interesting point made by the author: a recipient could be open to a variety of different offers that may not fit the target profile, so how do you take action not to ignore them?


  • See the article at www.clickz.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us


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