Advertising & Marketing Events
Event Date Location

Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL


Tech Marketing Guide to B2B

News, video, events, blogs about Social Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Digital Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Advertising and Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, blogs about Mobile Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketer's Guide to B2B

News, video, events, blogs about Technology Business and Marketing for high tech business-to-business from IDG Knowledge Hub.

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What marketers want from media- Marketing services valued for lead-gen, but challenges remain

Media Business

Media companies have significant opportunities to help marketers generate leads through the marketing services they offer, according to a new study by Media Business. “Leveraging the Power of Marketing Services” found that 62% of marketers consider lead generation to be their most important objective in purchasing marketing services from media companies, followed by customer acquisition (38%), sales (37%) and brand awareness (35%).

The study was based on an online survey of 231 marketing professionals and other executives during June and July of this year. More than half of the respondents (51%) had such titles as director or manager of marketing/products/communications, with such other titles as exec VP, senior VP or VP of marketing, products and communications. The largest verticals represented included technology companies (24%), manufacturing (17%), agencies (11%) and financial services (9%).

Among other key findings of the study: Marketers view audience reach as a key advantage of publisher marketing services, followed by the ability of media companies to segment their data appropriately for better targeting. Hewlett-Packard Co.’s Enterprise Services division this year rolled out its “Evolve, Compete, Succeed” campaign, targeting international companies needing to update legacy applications. A major component of the campaign was a partnership with the Financial Times that included print ads in the publication’s IT-intensive Connected Business. HP also sponsored the CIO Interviews video series, as well as live FT events.

“Because of our objectives—both to create awareness and demand generation—we wanted to have all these touch points and elements in the campaign,” said Natasha Sandoval, marketing campaign manager for HP Enterprise Services EMEA. One purpose of liaising with the Financial Times, she said, was to “accelerate exposure of our content around messages to potential buyers, the IT audience.”

“When constructing integrated solutions for customers’ objectives, one thing we do hear is, “I didn’t know you did that,’ ” said Michael Friedenberg, president-CEO of IDG Enterprise. “So it is an awareness issue in some instances—where our customers are not aware of how broadly we have evolved our solutions into the marketing services area.”

Friedenberg said technology marketers are avid users of IDG’s marketing services in their efforts to leverage its publications’ content and distribution channels, and to tailor specific marketing programs.

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IDG Enterprise’s Premium Data Services enables marketers to retarget online campaigns

Media Business

Looking to expand its reach for media buyers and command a larger share of marketers’ budgets, IDG Enterprise has introduced Premium Data Services. The software program, rolled out in June, is designed to help technology marketers more precisely target their online advertising campaigns. It combines the advertising technology of the IDG TechNetwork—which features more than 450 tech websites and blogs—with first- and third-party data to profile visitors to IDG Enterprise sites.

IDG Enterprise, whose assets include,, and, garnered 25 million page views in July, according to Omniture. “By extending data, what we’re now able to provide is a retargeting effort where, when someone comes to our site and then leaves our site and goes somewhere that resides within the IDG TechNetwork, we’re able to align our advertisers’ messages to that individual as they’re traveling across the network,” said Michael Friedenberg, president-CEO of IDG Enterprise. “What that provides the advertiser is additional alignment and allows them a deeper understanding of who they’re interacting with and who their ads are aligning with.”

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Google Shifts Data Focus From Retargeting To Remarketing, Targets 3rd-Party Data


The advertising industry rallying around improving the quality of data to target ads continues to make improvements to processes and techniques. Google began rolling out a remarketing tool in Google Analytics on Friday to help marketers gain insight into targeting ads. But if the brand’s data mixed with inadequate information from a third-party data seller,  a company’s retargeting strategy will deliver less than stellar results.

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B2B Email Marketing Best-Practices and Trends

Marketing Profs

Email is still an invaluable asset to marketers; however, only 30% of B2B marketers are using email marketing as their primary lead generation tactic, according to a study by Pardot. Rather, in today’s marketing environment, email appears to be more effective for nurturing prospects than lead generation, the study reports. In addition, most (65%) B2B companies are devoting less than 25% of their marketing budgets to email marketing, 27% are allocating 26-50% of their budgets to email, and only 9% are allocating more than 50% of their budgets to email efforts:

For Marketers, Lead Gen Focus Is Trained on Digital


The web has provided marketers with an opportunity to develop leads early in a consumer’s purchase process, and marketers are turning to hard numbers to measure the success of their efforts. According to a January 2012 survey of marketing professionals worldwide conducted by research company MarketingSherpa, 52% of marketers said their top lead gen strategy for the next year was to meet or exceed quantifiable return on investment goals. That was followed by optimizing the marketing/sales funnel (51%), gleaning more audience insight (51%) and maximizing the lifetime value of customers (47%).

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Survey: 80% feel demand-gen campaigns falling short


Demand generation efforts are struggling according to a new survey from Corporate Visions. After surveying more than 400 sales people and executives, researchers found a startling 80% believe their demand-gen campaigns are not helping them meet sales or marketing goals. “This quarter’s survey results clearly show us that organizations are facing serious challenges when it comes to creating and executing effective demand generation campaigns,” said Tim Riesterer, chief strategy and marketing officer for Corporate Visions. “Ironically, the survey revealed that the two largest disconnects are the two most important factors to achieving demand generation success: creating engaging content and developing messages that clearly address customer pain points. If salespeople and marketers are able to work together to implement these two strategies successfully into their campaigns, they will be able to motivate prospects and win more business.”

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The Grande Guide To Social Demand Generation


You’re busy. Time is precious. Our Grande Guide series of e-books deliver subject matter proficiency in about the time it takes to down your morning coffee – and maybe scarf down a bagel. This Grande Guide tackles the tough subject of using social media to generate leads.

While just about every business is talking “social” these days, we know making it work for demand marketers is a tough nut to crack. But after reading these articles, interviews and resources, you’ll be ready to start building social into your demand generation strategy.

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SocialDemandGen SocialMedia chart 2 websmall1 The Grande Guide To Social Demand Generation

An Introduction to Retargeting: What Is It?

Zog Digital

Retargeting is a form of online advertising in which a user that has been to your website can be displayed ads from your media campaign on publishers and ad networks across the Internet. This form of advertising is very effective, since you are only showing ads to users that have been to your site (i.e. showing an interest in your product or service), instead of relying on demographic or other types of targeting to find users. Retargeting can communicate with the user after they have left your site and be the extra interaction that drives the user to come back and purchase, at times slashing cost per conversion in half, and increasing conversion rates by 600%.1

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5 Ways to Generate Leads from a LinkedIn B2B Company Page

Social Media B2B

Many B2B companies have been successful at generating leads from LinkedIn, but there are features of a company page that B2B marketers are just not aware of. Most B2B companies have company pages on LinkedIn where they include a keyword-stuffed paragraph or two of marketing-speak. It also shows the employees who work at the company. This is the most basic option for LinkedIn.

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IDC finds lead-gen top marketing priority


Improving lead generation is the top marketing priority this year for tech marketers, according to IDC’s “2012 Tech Marketing Barometer Study,” released in March. The study was based on an online survey of 61 senior marketers at high-tech companies conducted in January and February. The companies surveyed have combined revenues of more than $550.0 billion and include industry leaders such as Cisco Systems, Dell, HP and Intel.

Respondents were asked to allocate 100 “importance points” to various marketing priorities for the year. Improving lead generation received the highest score (20.7), followed by building more brand awareness (16.2) and improving marketing processes (13.9).

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