Google Analytics- Calculated Metrics for Lead Generation Websites
JANUARY 3, 2016
Google recently released a new update to Google Analytics, featuring a new Calculated Metrics feature. Calculated Metrics are user-defined metrics that are computed from existing metrics available on Google Analytics, and allow more customized and relevant analyses than ever before. I love the new feature and allows so much more reporting opportunity. Make note. Website newsletter sign-up (NSU).
How B2B Marketers Sabotage the Power of Case Studies to Generate Demand
JANUARY 15, 2016
“ People are often bored or put off by facts, but they never tire of hearing stories ” — Jay Conrad Levinson, Author “Guerilla Marketing” series of books. Case studies are bursting with promise for use in B2B lead generation and sales. contend, however, that only a minority achieve their full potential. Most are mind-numbingly dull. Why Case Studies? Ways Case Studies Fail. The bottom line?
Converting B2B Leads Through Social Content: 3 Keys to Success
MARCH 1, 2016
For a couple of years now, B2B marketers have been hearing the “social selling” buzzword, and there are some convincing social media statistics regarding sales through social channels. However, creating and delivering social content is a big challenge for many B2Bs. The Missing Link: A Cohesive Social Content Strategy. The Right Content in the Right Channel. The Power of Visual Social Content.
A CMO’s Guide to Conversion Metrics with Google Adwords
MAY 16, 2016
Google AdWords continues to expand and improve conversion tracking metrics, and without a full understanding of the data provided, your firm may not be optimized with regard to generating efficient quality leads and sales. Obviously search advertising is a must when the goal is to capture prospects in active research or buying mode. You can target top and bottom funnel. Top funnel. Bottom funnel.
Who Should Nurture B2B Leads with Social Media?
JULY 13, 2016
B2B marketers have always been more resistant to using social media than their B2C counterparts, which is in large part a mind-set issue. Only five years ago, almost half of B2B executives still thought social media was irrelevant to their company, and this attitude has definitely had an influence on slower adoption. There is still some work to be done on that mind-set issue. Social Selling
Matching the Offer with Buyer Mindset: The Website Dilemma
FEBRUARY 18, 2016
In the 1990 film “Cadillac Man,” Joey O’Brien, a car salesman played by Robin Williams, stops to assist a funeral director whose hearse is broken down by the side of the road on the way to the cemetery. Having assisted the grieving widow to make the painful, but necessary decision to move the casket into a less dignified transport (a truck bed), he’s sizes her up. You get the drift. Awareness.
17 Ways to Promote Your White Paper for Lead Generation
MARCH 3, 2016
You’ve written, designed and produced a white paper. That was a lot of work. Now you can relax. Not so fast. You’re only half way there. Why did you write it? So people would download and read it. Your objective was likely to establish thought leadership, generate leads and perhaps use it to nurture existing leads until they’re ready to buy. Sadly, Now you need to distribute and promote it. Video.
Geofencing? And other ways to target ads to trade show attendees without being there.
MARCH 30, 2016
Heading out to trade shows and conferences are one of the best ways to generate leads. In fact, research has proven this to be true. Most industries have at least one key event that your prospects attend. Your competitors will likely be there, and you need to be too. However, trade shows are costly, and measuring ROI can be complicated. Geofencing. Example of a geofence. Facebook Interest ads.
Stop Killing Your Content: 3 Reasons Your Content Falls Flat
Each year B2B organizations spend more than $5.2 billion on content creation – and yet, many assets fail to provide true ROI. Download the eBook to avoid the three top problems that keep content from living up to its potential.
How Google’s New Search Results Layout Impacts SEO
MARCH 2, 2016
How Google AdWords’ February 2016 Changes Impact SEO. Google recently announced some sizable changes to its AdWords program and the way they will display paid ad listings. Google started implementing the changes worldwide on February 19, 2016. The most notable among them is the removal of the right-side ad column. For many, this came as a complete surprise. Ads Moved to Top (With a Twist).
Popup Strategies: Popup Types and When to Use Them
JUNE 4, 2016
The evidence is in. While they are annoying, popups work. Study after study shows massive conversion rate increases with popups over the standard sidebar form. Increases of over 1,000% are common resulting in an explosion of popup makers and types of popups. These new configurations are less intrusive and can help your website become more interactive. Which type should you use? Entry Popups.
LinkedIn for B2B Marketing and Sales: What’s Missing?
MAY 7, 2016
As our world transforms in the digital age, some of the old barriers transform as well. Of particular interest to me is the blurring of roles between marketing and sales—especially in the B2B sector. Advancements in social communication and data collection are reshaping the consumer’s experience with B2B brands, but they also give brands the tools for learning how to enhance that experience.
Why Your B2B Website Need to be Mobile-optimized for Conversions
APRIL 18, 2016
Over the past five years, the mobile technology has utterly redefined marketing strategies among B2B executives. Fact has it that B2B executives are now conducting their research and making purchasing decisions using their smartphones. Evidently, smartphones enable them to access their suppliers’ product information at any time. What do executives seek from a mobile website? Up-to-date information.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.
5 Simple Steps To Turn Readers Into Buyers – Content Marketing That Sells
JANUARY 12, 2016
Guest post by Tom Hunt. So you have set up a blog and social media profiles…. You are pumping out multiple articles per week and sharing them furiously…. And yes you see some small traffic spikes (though they quickly drop off when you stop posting right?). Trust me, I know, I have been there… multiple times. Understand Your Customer’s Desired Outcome. What does your customer truly want?
Three Things Smart B2B Marketers Will be Doing in 2016
JANUARY 25, 2016
What will successful B2B marketers to be doing more of, or differently, in 2016? That question was recently posed to the expert contributors at the B2B Marketing Zone , and two dozen responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics. Here are three key takeaways plus some additional musings.
20 Tremendous Digital Marketing Stats and Facts
FEBRUARY 2, 2016
Digital marketing budgets continue to rise, often at the expense of offline advertising spend. But digital marketers must continue to evolve practices as they strive to make their content an asset, rather than an annoyance, to prospective buyers. Image credit: MarketingProfs. combined. Spending on digital marketing is projected to increase by 12% to 15% on average. Measurement remains problematic.
15 Elements Most Successful Blogs Have in Common
MARCH 10, 2016
What’s on your blog? You’ve got a few posts of course. Maybe a sign-up box. But are there blog elements you’re missing? More importantly, are you leaving out anything that could be getting you more results? There are a few basic components almost all successful blogs share. These are the widgets, share buttons, and other mechanics of the blog. That’s where the sign-up boxes come in. Why use them?
Study: How Much of Your Content Marketing Is Effective?
745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.
Account Based Marketing and its Growing Interest Among B2B CMOs
It's All About Revenue
MAY 10, 2016
In his Forbes piece published last month, contributor Daniel Newman shared a quote from Megan Heuer, Vice President and Group Director, Data-Driven Marketing, at SiriusDecisions: “Companies of all sizes are trying out ABM, from expanded efforts in very large global companies to laser-focused go-to-market models in lean startups. Not all that impressive. CMO Corner
Is B2B Content Engagement Heading In The Wrong Direction?
FEBRUARY 28, 2016
by Juan Pablo Bravo. Sometimes more is truly less. When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. From my perspective, I think you can. One is causing the other.
What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers
JUNE 14, 2016
Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. Announcing the reinvention of productivity and business processes, Satya Nadella, CEO of Microsoft, explains : As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow. But what about Outlook? B2B Marketing
10 Digital Marketing Trends That Should Influence Your 2016 Content Strategy
MARCH 17, 2016
I wrote a post six months ago highlighting ten marketing trends that should influence your content strategy. While it feels like that was published yesterday, we all know today’s digital marketing trends change with the blink of an eye, whether it’s due to a new channel, updates to search algorithms, or any other factors. Data Management. Source ). Digital is Where the Money Is. Source ). Source ).
33 Thought-Provoking B2B Social Media and Marketing Stats
FEBRUARY 16, 2016
As noted in the 2016 B2B Marketing Trends report , B2B marketing strategies and practices are in the midst of significant change, driven by new technologies and evolving buyer expectations for more “consumer-like” experiences. These changes are affecting tactics, budgets, messaging, and metrics as illustrated in the compilation of B2B marketing facts and statistics below. MediaPost ).
How B2B Marketers are Handling the Digital Content Overload [Accenture Interview]
APRIL 7, 2016
When Accenture published its “Content: The H2O of Marketing” report in February 2016, its statistics showed that the majority of marketers have more digital content at their fingertips than they did two years ago. Additionally, 83 percent of respondents said that they expected this amount to increase within the next two years. HOW HAS THE LARGE VOLUME OF CONTENT IMPACTED B2B MARKETERS?
Rating the Crowd-Sourced Marketing Software Review Sites
Customer Experience Matrix
JANUARY 5, 2016
What began as a whimsical “ landscape of landscapes ” led me to realize crowd-sourced review sites are the most common type of vendor directory, accounting for 15 of the 23 sources listed in my original graphic. The first question was which sites draw a big enough crowd to be useful. used Alexa traffic rankings, which are far from perfect but good enough for this sort of project.
How Your Startup Can Overcome Content Marketing Challenges
APRIL 14, 2016
Beginnings are hard. We procrastinate the projects and tasks we perceive tough, complicated, or otherwise messy. Starting a content marketing program from scratch is right up there on the list. Neck-tightening tension separates things we intend to do from the things we actually do. Left unresolved, tension quickly escalates to anxiety, stress, and self-doubt. Mistakes Are Amplified For Startups.
Note to the Nearly Half of US Small Businesses Still Not Mobile Optimized: Get Crackin'
APRIL 15, 2016
Believe me, I get it. An inveterate slacker who tends to view any sort of change with a wary eye, I understand how difficult it can be to embrace new technologies, especially as a small business with limited resources. But we’re halfway through 2016 and the world has clearly gone mobile, yet almost half of U.S. small businesses still have not. Web Development and Design
8 Key Google Changes B2B Marketers Need To Know In The New Year
JANUARY 5, 2016
In early December, Google dropped the “followers on Google+” social annotation for AdWords advertisers, as uncovered in an article from The SEM Post. This is announcement was just another indicator that B2B marketers can focus less on activity directly associated with Google+ in the new year. The Demise of Google+. Image Source. Smart Goals For AdWords Advertisers. Mobilegeddon.
10 People You Should Follow on Twitter if You’re in Marketing
APRIL 11, 2016
Twitter’s official company mission is “to give everyone the power to create and share ideas and information instantly, without barriers.” However, with over 320 million active users, Twitter can sometimes feel a bit … overwhelming. In order to help you cut through the craziness, we’ve compiled a list of 10 marketing leaders (in no particular order) who are killing it on Twitter. 1.
[Infographic] The Periodic Table of Elements for B2B Marketing Attribution
JANUARY 6, 2016
As the scientific community recognizes four new elements on the scientific periodic table, it seemed fitting for revenue-focused B2B marketers to join the club with our own chart. The Periodic Table of Marketing Attribution displays the key components necessary for a fully functional, data-driven attribution strategy. click to view larger). click to view larger). SECTION #1: ATTRIBUTION MODELING.
Staffing and Launching Your Content Marketing Program
Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.
22 Tantalizing Content Marketing Stats and Facts
MARCH 8, 2016
With the near-universal embrace of content marketing— 93% of B2B marketers are using content marketing , and B2C marketers are close behind—the amount of brand content being produced has exploded. The top challenge for content marketers will no longer be producing more content, but rather creating relevant content, in the right mix of formats, that connects with buyers on an emotional level.