• Chris DeMartine

Updated: Jan 11

B2B digital advertising doesn't need to be complicated. The three common building blocks for any campaign are audience, content and delivery.

  1. Audience: defining who you want to reach. Custom business-to-business marketing audiences are most effective, because you can leverage the contact information for prospect follow-up and email marketing. We always recommend building a prospect database for our clients to leverage as part of thier integrated sales and marketing strategy. Great things happen when sales leaders and marketing experts work together.

  2. Content: defining what you want to say. Content for business use needs to be objective and informative, but to ignore the emotional aspects of creative can lead to low engagement rates. Exceptional B2B content addresses problems with solutions with creativity and clarity. Make every effort to focus on business needs or education, and avoid product and company promotions if your goal is to engage prospects.

  3. Delivery: the most frequently asked questions our team receives are related to delivery. "What are your thoughts about paid media on Facebook, Instagram or Twitter? Should we be using LinkedIn for account-based marketing?" These are legitimate questions, but should never lead the conversation. Who you want to reach and what you need to say are more important than the delivery channels you decide to use. For this reason, Programmatic B2B deploys the same messaging to the equivalent audience across multiple channels during the first 30 days to determine where the best engagement and responses are coming from.

On our next blog post, we will break down these three categories further and introduce strategic and tactical options for getting the best results.

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  • Chris DeMartine

Updated: Dec 24, 2020

Programmatic B2B client Barnebys is bringing SaaS to the auction table. Founded in 2011 by Christopher Barnekow and Pontus Silfverstolpe, Barnebys is now the leading global search engine for art, design, antiques and collectibles. Barnebys lists over 3,000 auction houses and dealers worldwide and features approximately 90 million items on its site.

Nevertheless, it is not a happy time for offline auctions as social distancing, health and safety concerns have brought these events to a halt. Fortunately, Barnebys had already been working on a timely project to bring the power of auction houses online. Their SKELETON platform is now available and we are helping them get the word out. If you are an auctioneer or saleroom manager in need of some counsel or encouragement, then please watch the following video to see what this animated therapist has to say about a recipe for online success.

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  • Chris DeMartine

Updated: Dec 24, 2020

When times get tough, you may find it easier to think 'unlike' a consumer. Our family made multiple trips to our local supermarket, pharmacy and other retail locations in search of the most sought after staple. While essential businesses continued to function, there was one paper products aisle that remained barren. Memories of supply and demand graphs danced in my head as I thought of how to preserve our last two rolls of this most precious commodity. It was by no means a crisis, compared with the sacrifices of others, but small things do need to be addressed. It was time to find a new approach to our residential inventory management and it wasn't happening with Walmart or Amazon.

I needed a couple of high-volume laser printer cartridges for the office, so it was perfect timing to bundle a few add-ons. Here's the good news and successful outcome I wanted to share.

In less than 48 hours, our home office and residential restrooms were stocked with plenty of toner and toilet paper. In addition to that, we were graciously 'upsold' on 100 pair of disposable gloves for preparing sandwiches safely for Dorothy Day House in Danbury, CT. And, I must say that the conversation with my customer support representative at W.B. Mason was one of the best I've ever had. She was fantastic.

So we have re-engineered our spindles for commercial TP access at home, but that's far better than the alternative -- we choose to not speak about that.

So, our recommendation is to follow the President's guidelines to protect others, stay safe and call W.B. Mason for the rest.

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