MKT1

JULY 13, 2023

I love seeing what’s possible when marketers think like product orgs and use the modern tools available to them to make high-value content. Part 2: Why marketing orgs need to become more like product orgs. So I wrote this newsletter and made a video with some early-stage marketers to help. Value to their audience!

CMS Development 52

CMS Development Top of Funnel Product Lead Ranking 52

Content4Demand

DECEMBER 6, 2022

In a recent Content4Demand webinar, Research Campaigns: Tell Stories With Data for “Campaigns in a Box , we shared a great deal of information about how Allyson Havener, VP of Marketing at TrustRadius , used research campaigns to identify and target specific new audiences. Our research team had a lot of other things on their plate.

Research 52

Research Campaigns B2B Thought Leadership Paid Search Agency 52

Stevens & Tate

MARCH 31, 2024

IBM’s research found that more shoppers want AI help when they’re shopping. They want it to help them find products, solve problems, and get deals. Automated Pausing in Ad Groups Google Ads has recently implemented a significant update that introduces automated pausing of ad groups exhibiting low activity.

Trends 59

Trends Allocation Advertising Agencies Paid Search Agency 59

Zoominfo

JULY 25, 2023

Because awareness has already been established, lead generation strategies typically are activated in the second stage of the sales funnel — interest. Growth marketing is a newer concept that can supplement demand gen marketing by seeing acquisition as the first stage instead of the last stage of the funnel.

Ideal Customer Profiles 130

Ideal Customer Profiles Lead Ranking Lead Generation Sales Management 130

Marketing Insider Group

OCTOBER 18, 2023

Then, you should work with your marketing team on adding more journalistic content to your mix. Buyers are turning away from salesy ads and overtly promotional media and gravitating toward content that is educational and informative. Journalistic writing makes your content more credible and boosts your content creation productivity.

Top of Funnel 279

Top of Funnel Tips Content High Quality Lead 279

Content Standard

NOVEMBER 13, 2017

Maybe it’s the result of shortened attention spans, or maybe it has something to do with content creators and their ability to create compelling video ad content. Either way, Facebook is jumping on what it sees as a new ad opportunity, launching short-view video ads that will be a mere two seconds in length.

Research 95

Research Video Marketing Case Studies Top of Funnel 95

Convert

JANUARY 19, 2022

A little frustrated by your flatlining conversion rate, you’re blasé about the internet’s advice on how to optimize a product page. You did everything right—ran the ads, zhushed up the page, and played nice with the algorithm. It also disproportionately affects their ad campaign ROI. So what gives? SNAP TO BLACK.

Product 52

Product Optimization Tips Paid Search Agency 52

ClearVoice

MARCH 22, 2021

What is middle-of-funnel (MoFu) marketing? Middle-of-funnel marketing is a strategy that aligns with the middle “consideration” stage of the buyer’s journey. Marketing activities midway through the funnel support research and evaluation through solution-focused content that helps mid-funnel buyers solve their problem.

Top of Funnel 52

Top of Funnel Marketing Funnels Work Management Marketing Management 52

Only B2B

MARCH 27, 2024

B2B marketers spend countless hours crafting campaigns, social media posts, and targeted ads, all in the name of capturing potential customers. Imagine your sales funnel as a pyramid. As leads express interest and demonstrate fit with your ideal customer profile (ICP) , they progress down the funnel through lead qualification.

Sales Qualified Leads 71

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Ideal Customer Profiles 71

MKT1

AUGUST 7, 2023

” Once prospects decide they want your product, they likely want to pay you, get into the product, and improve their workday asap. If you fix your demo request flow—aka the stages of the funnel between lead and closed won—you’ll drive more revenue. Stop making it so hard. It’s that easy.

Buy 52

Buy Demand Generation Agencies Top of Funnel Product 52

Choozle

NOVEMBER 14, 2023

Paid search advertising is a highly effective lower-funnel channel that reaches potential customers when they are close to conversion. Research by Google and Microsoft Advertising – the two largest paid search platforms – found that paid search ads can also raise brand awareness by as much as 80%. Think about it….

Top of Funnel 80

Top of Funnel Paid Content Paid Search Agency Funnel Advertising 80

Scoop.it

APRIL 11, 2024

For example, participants can engage a brand representative in real-time Q&A sessions and give opinions that shape product branding. The brand recently hosted a webinar session to educate its audience on how to do efficient keyword research. But, building an audience list through webinar registration is faster and more effective.

Webinar Metrics 85

Webinar Metrics Top of Funnel Marketing & Strategy Marketing Strategy 85

Martech

FEBRUARY 8, 2024

Too often, companies focus SEO efforts on driving traffic with top-of-the-funnel content and keywords. In B2B, the opportunity is in optimizing for bottom-of-the-funnel queries and conversions. Higher conversion rates The bottom-of-the-funnel (BOFU) content is all about conversions. So, why start from the bottom in B2B?

Top of Funnel 113

Top of Funnel SEO B2B Paid Search Agency 113

Martech

APRIL 25, 2024

Ogilvy’s 2030 Forecast asserts 60+ is the fastest-growing and wealthiest consumer class, representing a lucrative “silver economy” for product and service brands. Finally, Millward Brown research shows desktop is preferred to mobile for online shopping, making it a priority among lower-funnel tactics.

Television marketing 90

Television marketing Planning Paid Search Agency Peer-to-peer 90

DealSignal

NOVEMBER 17, 2020

Good data improves productivity Budgets are tight and resources are scarce. Spend less time researching, acquiring, operationalizing, and cleansing data Before starting any campaign or targeted marketing effort, you typically start with the data you already have in your CRM. Good data ensures that you use your time wisely.

Work Management 98

Work Management B2B Sales Marketing Management Ideal Customer Profiles 98

Unbounce

NOVEMBER 16, 2021

After you research your pay-per-click ad campaign’s keywords , your job’s far from over. You can’t just slap some keywords on your ad and call it a day. Imagine you’re scrolling through your search results and social feed, and you come across an ad that says: Tropical vacation Best Island vacation Tropical vacation packages.

Cost per Acquisition 144

Cost per Acquisition Paid Search Agency Marketing Budget Ads 144

Top Rank Marketing

MARCH 25, 2024

Address the full funnel with your SEO content. The 95-5 rule tells us that within any given B2B product category, only 5% of buyers are in-market and actively searching for a solution. Upper-funnel keywords tend to have higher volumes and broader reach, meaning more opportunities to get your brand and message in front of key audiences.

Top of Funnel 105

Top of Funnel SEO Long Tail Marketing B2B 105

illumin

MARCH 26, 2024

However, keywords are also essential for effective Search Engine Marketing campaigns (SEM) through platforms like Google Ads. Selecting the right keywords is critical for getting the most eyes on your ad and creating compelling copy that drives clicks. Transactional searches: A user is actively looking to buy a product.

Keywords 59

Keywords Paid Search Agency Ads Google 59

Binary Demand

FEBRUARY 23, 2024

Below are the few insights gathered from diverse surveys and research on B2B buyer behavior: Gartner, Inc. 75% now use more sources for research. 32% note that targeted ads positively influence their view of vendors. This ensures campaigns are efficient, funneling only sales-ready prospects into the pipeline.

Demand Generation Agencies 116

Demand Generation Agencies Demand Generation Demand Account Based Marketing 116

DealSignal

APRIL 10, 2024

B2B buyer behavior has shifted dramatically to independent, online research. Due to the volume of content and online resources in nearly every industry, most people on your buying committees can perform their own research on their own time and are likely to make a decision before ever talking to your sales team.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

seo.co

JUNE 13, 2022

You’ll need to do more than just email your list with product announcements and special deals. There are multiple stages to this journey that can be envisioned as a funnel: Stage 1: A lead is curious. This is the top of your funnel and is the widest part. Stage 2: A lead knows they want a product.

Top of Funnel 111

Top of Funnel Lead Nurturing Marketing Qualified Leads Leads 111

Anyword

MARCH 2, 2022

Everyone knows that advertising texts must be catchy and, at the same time, explain why the product is relevant to the reader. On the other hand, you don’t want the copy to be a bunch of boring lines about product specs. Adding just the right amount of “spice” to invoke emotions is where power words come in.

Product 52

Product Urgency Marketing Copywriting Funnel Advertising 52

Content Standard

JANUARY 22, 2018

Download Skyword’s original research based on a year-long study of nearly 1,000 marketers: bit.ly/InsidetheCMC. These five statistics from our research create a revealing picture of content marketing—as it is practiced by marketers as a whole, and as it is practiced by the top performers. Download the full research here: bit.ly/InsidetheCMC.

Statistics 94

Statistics Research Top of Funnel Content Marketing 94

ClearVoice

NOVEMBER 25, 2022

As such, omnichannel marketing includes strategies outside of traditional touch points—from social media ads to emails. That’s why B2B marketers should shift their focus to content pieces that accelerate the self-guided buyer’s journey, especially for products and services requiring much research. Product demos.

Top of Funnel 115

Top of Funnel Marketing AI Trends Enterprise Management 115

Martech

MAY 30, 2023

This means creating and delivering content that answers their questions, solves their pain points and encourages them to invest in your product — all at the right time and place. But many companies make the mistake of relying too heavily on intrusive marketing tactics like cold calls, pop-up ads and sponsored posts.

Top of Funnel 93

Top of Funnel Paid Search Agency Planning Cold Calling 93

Contently

DECEMBER 13, 2022

Regardless, fitting smaller stories into your larger brand narrative and defining where they fall within the funnel will drive a lot of your strategic decisions. It can take time for people to take the leap and buy a product or even fill out a request for more information. event registrations or product demo signup).

Storytelling 135

Storytelling Top of Funnel Sales Qualified Leads Conversion 135

Convert

MAY 16, 2022

So, when it comes to your Shopify product pages, the moneymakers of your online store, your growth strategy has to take a scientific approach. ” Split testing your product pages is how you can discover the exact changes that work for your unique store, offering, and audience. Why Focus on Your Shopify Product Page?

Optimization 52

Optimization Product Top of Funnel Best Practices 52

Metadata

JANUARY 15, 2024

Two ad executives walk into a bar conference room… Executive #1: I bought an Aston Martin after I saw one of their ads. Executive #1: I saw the ad when I was younger and always remembered it. How do you market to people not quite ready to buy your product? Liz’s advice: Turn the funnel we all know and love on its side. “[The

Budget Programs 52

Budget Programs Cost per Lead Ad Frequency Branding 52

Optinmonster

APRIL 12, 2024

Finally, it wraps up by showing how the customer’s situation improved after using your company’s product or service. By nature, case studies hone in on a very specific goal that’s related to your product offering. They show real-world situations where your product made a real impact.

Case Studies 110

Case Studies Case Study Studies Marketing Management 110

Top Rank Marketing

AUGUST 16, 2023

Sales growth is down for B2B products. Ad spending is up. Product growth slows as ad spend rises A forecast from Insider Intelligence found that B2B product sales growth is at just 3.4% this year, while ad spend is still increasing with a growth rate of 9.3

B2B Marketing 92

B2B Marketing Paid Search Agency Terms and Conditions Advertising Agencies 92

Contently

MARCH 26, 2021

According to eMarketer , display ad spending is expected to grow a whopping 24 percent this year to over $80 billion. First, that you don’t work in ad-tech (if you do, this post is probably going to p**s you off). Because humans almost universally dislike display ads. Not all digital ads are made the same.

Top of Funnel 141

Top of Funnel Display Paid Search Agency Ads 141

QuanticMind

JANUARY 24, 2019

Succeed at this and your keyword list can help drive marketing goals while minimizing necessary ad spend and maximizing overall ROI as a result. Thus, smart PPC keyword research is non-negotiable. That said, PPC advertisers need to think beyond the most basic PPC keyword research strategies. Use Google Autocomplete.

PPC 53

PPC Keywords Top of Funnel Research 53

B2B Digital Marketer

MARCH 28, 2024

In this episode, you’ll learn: The myths surrounding B2B paid ads and the truths that dispel them. 08:43 – 10:12) Sharon underscores the significance of precise audience targeting and provides a nuanced view on leveraging full-funnel marketing for B2B success. (10:16 Strategies for targeting high-ticket B2B transactions.

Paid Search Agency 52

Paid Search Agency Ads B2B Advertising Agencies 52

Martech

NOVEMBER 6, 2023

Product alone is not enough to engage and retain B2B buyers. Appeal to the needs of the entire decision-making suite to move them down the funnel as a group. B2B buyers need effective and affordable products. If your product works well but is too expensive, B2B buyers may be swayed by a cheaper option and vice versa.

B2B 133

B2B Customer Satisfaction Lead Scoring Lead Ranking 133

Trade Press Services

MARCH 4, 2024

From bylined articles to informational videos, content helps prospects learn about brands and gather information about their products and services. Examples include how-to articles, product reviews, white papers, books, e-books, and essential guides. B2B evergreen content focuses on valuable expertise that’s built to last.

Top of Funnel 80

Top of Funnel Trends B2B Thought Leadership Buyer Personas 80

Oktopost

APRIL 9, 2024

Novel formats, channels, and technologies like TikTok and ChatGPT are now driving forces behind buyer interest, opening up new ways for B2B brands to raise awareness about their products. Higher ROI- By bringing in higher-quality leads and shortening their time in the sales funnel, you’ll see higher returns on your marketing spend.

Demand Generation Agencies 62

Demand Generation Agencies Demand Generation Demand B2B Marketing 62

Martech

JUNE 23, 2022

Microsoft Advertising recently partnered with Forrester Consulting on research outlining how work and shopping behaviors have changed for people who work remotely. During this time, they research or purchase products and services, sometimes putting those tasks ahead of browsing social media and consuming entertainment.

Top of Funnel 81

Top of Funnel Campaigns Funnel Advertising Work Management 81