Sat.Jun 25, 2011 - Fri.Jul 01, 2011

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B2B SEO Benchmarking Report – highlights

Savanta

We recently partnered with B2B Marketing Magazine to create the first report in their Benchmarking series. The topic was search marketing in B2B. One of the most striking findings from the research is how digital has altered the marketing landscape. The two most commonly used techniques in the modern B2B marketer’s armoury are now email (82% use) and search marketing (67%).

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ExactTarget and Eloqua Stake Their Claim To Centralized Customer Management

Customer Experience Matrix

You probably saw ExactTarget ’s June 13 announcement of its strategic partnership with Marketo and Eloqua ’s June 21 announcement of its new AppCloud marketplace for connectors with other systems. So did I. But it took a little while to connect with the vendors to get the details, so I’m only now ready to write about them. Both announcements shared a theme of integration between core marketing platforms and other marketing systems.

Eloqua 182
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Enterprise Social Media and Personal Branding

Webbiquity

Personal branding is a hot topic for entrepreneurs and solo consultants, by does it matter to large enterprises? Oh yeah. Consultants and small business owners get the concept of personal branding , because in one-person or very small companies, one person is the “corporate&# brand. Having optimized profiles on LinkedIn, Twitter and Facebook as well as personal profile / reputation management sites like Google Profile, Plaxo, LookupPage , VisualCV , PeoplePond and BusinessCard2 is crucial

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Stopping the Internet's rush to judgment on everything

Biznology

Image via CrunchBase. by Frank Reed. With Google+, Google dropped a boulder into the still waters of the Internet and created some serious ripples this week. So you know, this is not a review of Google+. I am experimenting with it but have not done nearly enough with it to form a credible opinion.

Opinions 171
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The Top 3 Tips for Writing Successful White Papers

In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

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Money Is the Root of All Marketing Plan Evil

Marketing Insider Group

Today officially marks the half way point in the year. Which means your 2011 marketing plan has just a few more chances to be analyzed, reviewed and refined in order to help you meet your objectives for the year. As you look at your results, how are you doing? Are you on track to meet your plan? Or do you see wasted effort, tactical thinking and a reactionary culture.

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5 Creative Ways to Make Your White Paper Irresistible

The Point

“Always show an image of the offer.” It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran. The logic: whatever it is you want your reader to download, request, order, or register for, a visual image of that offer makes it seem more “real,” more tangible. The more tangible: the higher the perceived value, and the more likely the reader is to respond.

Paper 153
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Serial Writing Formula: 1=5+2=7+1

Writing on the Web

I’m no math genius, nor do I even think remotely like that in analytical terms. But once in a while I stumble upon something that makes sense , saves time , and produces exponential results. I’m talking about serial writing. You take one main concept, break it down into a list of 5 key elements, write an introductory overview, write a concluding summary, and here’s what you get: 7 stand-alone articles to post on your blog and to submit to article directories. 1 longer article y

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#PRWebchat Discussion on B2B Marketing, PR and Social Media

Marketing Insider Group

Just over a year ago I wrote about how Social Media will help to unite Marketing, PR, Customer Service, HR and more. I said it would help us “all get along better&# as we align around customer needs. Recently I was invited to dive a bit deeper on this by Stacey Acevero , Social Media Community Managerof Vocus’ PRWeb. Stacey hosts the weekly twitter chat, #PRWebChat.

PR 160
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Marketing Automation by the Numbers (New Graphic)

ANNUITAS

I recently had the privilege of developing with Focus.com the new graphic below – Marketing Automation by the Numbers. It is a compilation of relevant and frankly, very compelling statistics about the state of the marketing automation industry, its business impact and future growth. Hope you enjoy and find it useful in your pursuit of marketing excellence.

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

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Search is three-dimensional chess

Biznology

by Chris Abraham. I try to read through my RSS feeds every day. Today I stumbled upon an article by my friend Christopher S Penn , entitled Social media now directly influences search rankings , that shows that Google is playing Tri-D chess in a world where most companies are mastering checkers: If you're marketing something, there's now a direct incentive to build your network as large as possible among your prospective customers.

RSS 146
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Facebook Fan Page: Top 5 Reasons to Have One

Writing on the Web

As some of you know, I’m not an avid Facebook fan, but as a business owner, I don’t ignore the fact that so many people use it daily. There are certain pitfalls with it, like with any social networking site. You don’t want to get caught up wasting time if you’re running a business. But you can’t ignore the numbers of people there everyday.

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Content Marketing World 2011

Ambal's Amusings

Joe Pulizzi , content marketing evangelist, is putting together the greatest show on earth for marketers. It is called Content Marketing World 2011. Joe, is the co-author of Get Content. Get Customers. and one of the leading thought leaders behind the content marketing and social media movement. Joe has rounded up the best and brightest marketers on the planet.

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Be Yourself. Just Not Your Real Self: Scripps’ Muddled Social Media Policy

B2B Memes

If you need any confirmation that legacy publishers just don’t get social media, give the new social media policy from E.W. Scripps a glance. As summarized by Jay Rosen, the message Scripps is sending to its employees is. “Be afraid. Be very, very afraid. Got it? Good! Now go out there and kick some social media ass.”. Nowhere is Scripps’ muddled thinking more evident than in the fuzzy and constantly shifting distinctions the policy makes between personal Twitter accounts and what it calls

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

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12+ Tips for Trade Show Success

The Effective Marketer

Make Your Trade Shows Count. The old fashioned trade show may not be the hottest topic coming through your inbox these days but odds are that you may still be doing quite a few events and have trade shows as part of your marketing budget. So how do you make the most out of it? A recent MarketingProfs article, Is Tradeshow Marketing Dead? , brings 12 tips for ensuring shows deliver the leads you expect.

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How to Start a Blog Serial Writing Project

Writing on the Web

??. If you’ve been reading my blogs for any length of time, you know about my problem with writing: I love to write , and I can write too much. Anyone with a doctorate suffers from the same disease. Dissertation-itis. Nobody has time to read all those words anymore, especially not online. Then, at some point in my writing career I got lazy. Or maybe I got smart.

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B2B SEO Benchmarking Report – highlights

Savanta

We recently partnered with B2B Marketing Magazine to create the first report in their Benchmarking series. The topic was search marketing in B2B. One of the most striking findings from the research is how digital has altered the marketing landscape. The two most commonly used techniques in the modern B2B marketer’s armoury are now email (82% use) and search marketing (67%).

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The Fallacy of Round the Clock Social Media

Convince & Convert

Guest post by Chris Hall an interactive content specialist at Off Madison Ave who specializes in writing for humans, not robots. It’s 11PM and the world around you is getting ready for bed. As a mobile obsessive, you instinctually check your Facebook, Twitter and all the rest of your social media accounts while you brush your teeth, only to find that someone has interacted with your brand.

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How to Improve Email Deliverability and Optimize Each Send

Learn how to optimize email deliverability and drive greater email ROI. What lands your email in the customer’s inbox? Understanding those factors, otherwise known as email deliverability, is critical to getting the most return on your campaign investments. But the “rules” around which factors land you in the spam folder aren’t always easy to keep up with.

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Three Questions for Measuring Social, Not Media

Digital B2B Marketing

You Manage What You Measure. This should be a call to ensure you measure your social media activities, and to measure them correctly. One of the challenges of measuring social media ROI is the return comes in many different forms. As companies develop social media plans and programs, anticipating the ways social media will deliver ROI is a challenge few have addressed.

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Dismantling The Brick Wall: 3 Things That Separate Sales & Marketing & Hinder Sales Effectiveness

Adobe Experience Cloud Blog

by Carol Fox There’s nothing more frustrating than struggling to put a top-notch B2B marketing effort together, only to hit a brick wall of poor sales results. Often the wall exists as a function of poor sales and marketing alignment. This isn’t a new dilemma; companies have been dealing with the successful transition of leads from marketing to sales for what seems like forever.

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How do you coordinate social media in a large organization?

Biznology

Image via Wikipedia. In my presentation on Sunday to the IEEE Board of Directors on organizational social media, I got a great question from a member of the board, "Our organization is not like the others that you've worked with. We have many local chapters that we can't order around. How can we work with them to succeed in social media?".

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When a Picture is Truly Worth 1,000 Words

Convince & Convert

Guest post by Aaron Strout , head of location-based marketing at global agency WCG. He blogs at Citizen Marketing 2.1. There is a lot of excitement these days about the potential of location-based services among marketers and social media professionals. For anyone that doesn’t know what a location based service is, it’s an application or website that you access from a mobile device to check in — or digitally acknowledge — that you are at a particular location.

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The AI-Enabled CMO: Practical Tips for Today's B2B Marketers

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

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Social Media Needs an Organic Movement

Digital B2B Marketing

We already have two social media camps. In one camp, you have Twitter streams driven by twitterfeed, rolling out headline after headline with no attempt to add value beyond distribution. On the other are Twitter streams full of conversations in the public stream and sharing of others content. How do we label the difference? As Allison Aldridge-Saur says in Digital Tribes: Pillar 1, Naming , “Go ahead and list a few nameless things&#.

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Marketing Analytics Drill Down: What Referring Sources Can Tell You

Adobe Experience Cloud Blog

by Jon Miller The effort you put into your website and online marketing won’t amount to much if your website doesn’t have an active traffic pattern. If you are using marketing analytics to determine unique visitors, kudos. But the real question is, are you probing for answers to questions about referral and search engine traffic? If not, you’re missing out on a load of opportunities to fine-tune and ramp up your B2B marketing.

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Organizational Social Media

Biznology

Image via Wikipedia. Sometimes an idea that seems simple is actually a lot more difficult. Social media is like that. You might tweet, you might blog, you might watch YouTube. You might use social media, but that doesn't mean that you know how to manage your organization's use of social media. But it's seductive to think that you would know. I mean, it seems like anyone who can tweet can tweet for business reasons.

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Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

A couple of notable B2B efforts have caught my eye recently that I wanted to share. One is Element14 , a social community for engineers sponsored by an electronics distributor of the same name. I wrote in B-to-B magazine early this year about a Make magazine-like video series they started last fall that appeals to engineers’ passion for tinkering as well as for fun.

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Lets Get Physical: How to Blend Direct Mail Marketing with Your Digital Strategy

Speaker: Akeel Jabber, B2B SaaS Investor and Growth Marketer at Horizen Capital

⭐ Are you ready to boost campaign success? Consider the untapped potential of integrating direct mail marketing seamlessly with digital marketing strategies. Combining the physical, tangible impact of direct mail with the dynamic reach of digital marketing can be a game-changer, significantly increasing your ROI when done right. Direct mail grabs attention, making it great for reaching your target audience 📩 Digital marketing keeps the momentum going, driving action 📲 So.

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Online Media Needs Innovation, Not a TV Standard

Digital B2B Marketing

This is my opinion about the recent IAB , ANA and 4A’s principles for online measurement. If you don’t like rants, or think the advertising associations can do no wrong, stop reading and go back to Lycos. Otherwise, read on and share your reactions in the comments below. The IAB, ANA and 4A’s recently outlined five measurement principles as part of Making Measurement Make Sense.

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Industrial E-mail Marketing: Use Application Notes to Engage Engineers

Industrial Marketing Today

E-mail marketing to in-house lists is the most popular marketing channel for reaching engineers and industrial professionals. This was one of the findings in a recent study published by GlobalSpec. The chart below shows the different online marketing tactics that manufacturers and industrial companies plan to use in 2011. Notice how e-mail marketing using rented/purchased lists drops down significantly – it is third from the bottom!

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This is not a post about Google+

Biznology

Image via CrunchBase. You probably heard about the little announcement that Google made this week. Google finally has its social network. Again. If you don't count Orkut or Google Wave or Google Buzz, then it is Google's first try at dethroning Facebook. At least that is what all the stories say. Google vs. Facebook in that virtual steel-cage match--winner take all.

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