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Cracking the Code for ROI: Linking the Marketo and Google Worlds Together

Modern B2B Marketing

We have integrated Marketo’s Engagement Marketing Platform with Google AdWords. Let’s be honest—a notable percentage of today’s advertising budget goes towards Google AdWords—either for pay-per-click, display, or remarketing ads. In other words, if one of these prospects connects with a sales rep, and ultimately ends up purchasing, Marketo feeds that conversion back to Google AdWords.

Engagement is Everywhere: Marketo’s Spring 2015 Product Release

Modern B2B Marketing

For the first time, we are making it possible for marketers to engage their customers on any channel–-email, web, social media, digital advertising, and more—all from Marketo. They have created a strategy and then built campaigns spread across all the various channels in an effort to reach their customers and prospects on Facebook, Twitter, digital advertising , mobile, email , and more.

Marketo’s 1,000th Blog Post: Our Modern Marketing Definition Revisited

Modern B2B Marketing

Author: Jon Miller (@jonmiller) This is the 1,000th post to Marketo’s blog.  It seems fitting to commemorate the occasion by revisiting our very first post, “ Modern B2B Marketing Defined ”, and commenting on what’s changed – and what hasn’t – since August 8, 2006. We are seeing new display advertising formats that offer links to relevant content pulled from the company’s website.

6 Reasons Why Your Company’s Facebook Page is Unattractive

Modern B2B Marketing

Can you believe that Facebook’s Timeline feature is nearly a year old? Here is a list of things your company might not be doing on Facebook and some ways to ensure that your visual imaging is up to par, so you can build relationships with Facebook’s billion-strong user base: 1. Take a look at a screen shot of Marketo’s timeline for an example: 3. What are your pains?

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8 Ideas for a Creative Facebook Cover Photo (and 15 Examples of Great Ones)

Modern B2B Marketing

Author: Bill Faeth If you’re savvy about marketing on social , your business probably has a Facebook account. One of the most crucial elements of a business’s Facebook page is the cover photo. It’s like the window display of your storefront – if it’s boring or ugly, it won’t generate interest. What is Facebook about? So you’re done, right? Wrong. So wrong.

What B2B Marketers Need to Know About the Facebook IPO Filing

Modern B2B Marketing

by Jason Miller Last week I was interviewed by Demand Gen Report regarding the recent IPO filing by Facebook and how it’s going to affect the B2B marketers’ world. As Facebook inevitably becomes better at  lead generation , B2B marketers are going to be forced to spend more time and money on them as well as on social overall. What are your thoughts on the Facebook IPO filing?

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Understanding the Relationship Between SEO and SlideShare

KoMarketing Associates

Initially, we tend to think that off-page SEO is just links (and lots of them). But in reality, it goes far beyond link building. For example, as Neil Patel mentions, if you’ve got a lot of valuable links pointing to your pages, search engines will assume that you’ve got great content – the type that provides value for users. Links. SlideShare 101  . Lead Generation.

10 Trends That Defined Digital Marketing in 2016

Modern B2B Marketing

In late 2015, Facebook booted Bing and replaced site search with their own algorithm that allows visitors to search all public posts. For example, marketers can search for any term on Facebook and find public posts using that term. In April, Facebook launched Facebook Live. In September, Facebook added category blocking. Increased Social Search Functionality.

6 B2B Marketing Infographics: Social Media, Inbound Marketing & Mobile

KoMarketing Associates

B2B Marketing: Facebook vs. LinkedIn. B2B Marketing: Facebook vs. LinkedIn. Facebook? The infographic is meant to offer some suggestions and the post referenced below adds additional links and related resources. Source: B2B Marketing: Facebook vs. LinkedIn Return to the Top. The B2B marketing landscape continues to evolve. How Social Is B2B? How Social Is B2B?

The ROI of Paid Social Media Ads

Modern B2B Marketing

This includes traditional display ads on sites like LinkedIn and Facebook, as well as less traditional options such as Facebook Promoted Posts and Twitter Promoted Tweets. For the last year or so, Marketo has been testing all these channels to determine what works and what doesn’t. Facebook Promoted Posts. Facebook Advertisements. Here’s what we’ve learned!

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Top Internet Marketing Strategy Links for the Week of November 4, 2013

Sazbean

Best Of News & Notes

3 Ways to Grow Your Business With User-Generated Content

Modern B2B Marketing

Clearly displaying your customers’ reviews, photos and videos, and questions and answers gives your buyers immediate access to information on specific pain points and concerns that they may have. This Sportswear brand Tribesports uses a UGC campaign with the hashtag #OwnYourMarks to collect customer photos, which they display on their product pages. These user-generated

How to Pivot Your Social Media Strategy to Support Account-Based Marketing

Modern B2B Marketing

And by integrating an SRP with a sophisticated marketing automation platform, like  Marketo’s, y ou can track leads throughout the sales process and measure the ROI of your social campaigns. You can include links to your relevant content, but make sure to do so in a way that comes across as more helpful than sales-driven. What’s next? What content formats do they like and share?

3 Pieces of Social Media Real Estate You Shouldn’t Overlook

Modern B2B Marketing

This applies to cover photos across Facebook, LinkedIn, Google Plus, and any other channels your company has a presence on. Another set of under-utilized visual spaces are Facebook’s Pinned Posts and Twitter’s Pinned Tweets. Both Facebook and Twitter allow you to “pin” a particular post to the top of your social profile, guaranteeing that they’ll be seen first by your visitors.

5 Ways to Amp Up Your Mobile Marketing Strategy

Modern B2B Marketing

Bed Bath and Beyond, for example, sends 20% coupons to their subscribers and asks them to text ‘resend’ if they need the link again. This Does your logo display clearly in different resolutions? Does it display the different navigation options when you click on it to expand it? Images: Is it clear what your images are displaying on a mobile device? QR Codes.

What’s New in Social? Platforms Are Raising the Bar on Personalization

Modern B2B Marketing

You can add emojis, text, and stickers, view and share links, and share multiple photos at once. As they state, “Most augmented reality apps use your phone’s camera to recognize a 2D image (a QR code for instance) and inject a 3D object on your phone display. Facebook: Canvas and Slideshow. This seems like Facebook’s answer to the ever-looming threat Snapchat is presenting.

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Lucky Seven! 7 Elements to A/B Test in Your Digital Ads

Modern B2B Marketing

Author: Divya Dutt As the search engine marketing and social paid programs manager at Marketo, I have always loved the fact that my work involves both number crunching and creativity on a daily basis. The target audience on most channels is different, too, so what works as a headline on LinkedIn might not work on Facebook, and so on. to see which one performs better. Register today !

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Heat Things Up: 3 Ways to Re-engage Cold Subscribers

Modern B2B Marketing

By migrating your unsubscribed prospects to online user IDs through a CRM retargeting service, you can reach them through targeted display ads to stay connected. An analysis of AdRoll’s pool of advertisers found a 26% increase in click-through rates and a 92% increase in impressions compared to standard display retargeting. But this isn’t necessarily true. Too expensive? Out of date?

4 Marketing Lessons I Learned from Being a Mascot

Modern B2B Marketing

What you’re about to hear is top secret: I have proudly represented Marketo as Markie—our mascot (we can call it a hobby)! After spending time representing Marketo in high-pressure situations, I’ve learned four important lessons that you can apply to your marketing: 1. Facebook will be the first to know, then Twitter, then Instagram, and then Snapchat. Prepare Wisely.

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

This is harder than monitoring since it requires linking social identities to marketing leads and connecting to the social system’s API. Links on the vendor names go directly to the vendor Web page or press release that described their social media capabilities. In cases where the data came from different sources, I've put the link on the items themselves.

[Ebook] How to Get the Most Bang for Your Buck Across Your Marketing Channels

Modern B2B Marketing

Popular sites like Facebook, Twitter, Pinterest and Instagram have already begun to monetize brands’ social media presence through innovative ad formats. SEO can be broadly split into on-page and offsite SEO, targeting website navigation and keyword usage, and inbound links respectively. Now e very channel needs to play an important role in your overall digital marketing strategy.

6 Trending and Cutting-Edge Digital Marketing Strategies You Need to Know

Modern B2B Marketing

While YouTube and Facebook are not strictly mobile platforms, their video ads are designed to load quickly and run smoothly on mobile devices. Facebook also offers premium video ads for businesses using their platform. In In fact, when Facebook announced their video ad offering last year, it was demonstrated on a smartphone. Hanging around near a designer display?

Mastering Brand Loyalty: What Subscription Service Companies Do Differently

Modern B2B Marketing

Forget the thinly-veiled asks like “If you agree, like me on Facebook.” It’s good to send an email to your new subscriber—let’s call her Joanna—asking her to like you on Facebook, but if your channels are siloed and don’t speak to each other, then your mobile app and email will start stepping on each other’s toes. Imagine personalizing display ads with clothing-style preference.

Get Your Blog On: 4 Steps to Blogging Success

Modern B2B Marketing

Interestingly enough, now that I’m a Content Marketer at Marketo, part of my responsibilities include managing the blog, where oversharing can actually be a good thing! Source of information: Channels they like to consume content on—email, Facebook, LinkedIn, mobile device, etc. At Marketo, we publish a blog every weekday and on select holidays. Darn it, Google  you win again.

The New Digital Climate: AdTech and MarTech Join Forces

Modern B2B Marketing

Author: Mike Stocker At Marketing Nation Summit in April, Marketo CEO Phil Fernandez announced a new product, Ad Bridge , which is centered around the idea that the world of paid media (AdTech) has now joined with the world of marketing technology (MarTech). Check back with the Marketo blog this Friday, June 5th where I’ll dive deeper into the concept of reactivation.

Stop the Waste! How to Get the RIGHT People to Convert on Your Targeted Ads

Modern B2B Marketing

Facebook ads show a strong improvement in rates since 2012, but the numbers are in that same range. And display ads typically deliver even lower rates all together. Real-time personalization helps optimize marketing spend by targeting ads to the right audiences across the different ad channels such as Google and Facebook. Author: Mike Telem Think fast! So, what can help?

Measure the ROI of Digital Advertising Beyond Revenue Impact

Modern B2B Marketing

Native advertising can be found in hard copies and online newspapers and magazines, but it’s also seen on social media sites such as Facebook. You probably see this type of advertising many times a day online—they’re often displayed as banner or sidebar ads that change whenever you refresh your page.  . Mobile Video Ads. Measuring the ROI of Mobile Video Advertising.

It’s Not Just Politics: The Evolution of Marketing in Presidential Campaigns

Modern B2B Marketing

Taking a page from the marketing playbook, instead of overwhelming his readers with more information, he created a clear message and call-to-action (join the team), with a more organized display for additional information. In fact, on hillaryclinton.com she has 14 or so webtrackers, including Optimizely, Facebook Custom Audiences, and Google Adwords. voters. The Website.

Predictive Analytics: The Next Piece of the Social Puzzle

Modern B2B Marketing

Take, for example, Facebook’s recent decision to shift its feed algorithm to focus on actual audience engagement, or Google’s recent updates to its search algorithm, or the popularity of new social platforms like SnapChat, Instagram, and Vine. Following Facebook’s open invite in 2006, organizations began to understand the potential impact of social media on business goals and strategies.

Hasta La Vista, Twitter Share Counter: How to Measure Engagement Without Social Share Counters

Modern B2B Marketing

Let’s explore the options: Remove each social share button’s individual count: By removing each social media’s share count and only revealing the total number of shares, you can hide Twitter’s 0 share count while still displaying how many times your content has been shared elsewhere. While this has caused quite a headache for some marketers, Twitter did explain their reasoning on their blog.

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Here’s How to Make Your Website As Personalized as Your Email

Modern B2B Marketing

For example, you can tell whether a visitor came from Facebook, an organic search, or an email link. For example, Marketo uses location to personalize the currency we use to display our prices and to customize the information we ask for on forms. Marketo’s Real-Time Personalization solution makes real-time web and mobile personalization a whole lot easier than it sounds.

Is Your Content Like Spinach? 8 Ways to Make it Taste Like Chocolate Cake

Modern B2B Marketing

Luckily for marketers, there are plenty of ways to give your content marketing a makeover, which you can explore in my new ebook with Marketo:  Let’s Get Visual! Sharing photos on Facebook and Twitter will increase engagement and sharing. Take a look at Marketo’s Facebook page  to see social photo sharing in action. Humans are visual. Visual! Photos. Videos.

Tear Down This Wall Between Ad Tech and Marketing Automation

Modern B2B Marketing

Yesterday, we announced a new strategic partnership between Marketo and Acxiom that will tear down the wall between ad tech and marketing automation.  We think this could be the beginning of a new chapter in marketing — a chapter which has a tectonic impact on how marketers initiate and build deep, enduring relationships with their customers. Enter the Marketo and Acxiom Partnership.

38+ Cool Social Media and Web Tools and Reviews

Webbiquity

How can you quickly find out how far a link has spread on Twitter? slick service that enables you to easily add a QR code to your business card which links to your LinkedIn profile and contact information. And when you log in to PingTags, you can view analytics like how many people scanned your card and which links they clicked. apps for Facebook, Twitter and Evite) and more.

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Live From The Marketing Nation Summit Sessions: ABM, Content Marketing, Women In Tech and More

Modern B2B Marketing

One of the most popular sessions came from Joe Chernov, Vice President of Marketing for InsightSquared and a former marketing exec of both Eloqua and Hubspot, who made his stage debut for Marketo this year with a session called Growing Beyond Inbound with Account-Based Marketing. Let’s take a look at four sessions that had an impact on us and our audience: ABM, Is it “And” or “Or”.

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5 Steps for a Most Excellent Google Hangout

Modern B2B Marketing

The Lower Third is the custom banner that displays on the bottom of each individual’s webcam that lists their name and affiliate. Tweet about it, post it to Facebook, write a blog about it, then put a bit of paid promotion behind each tactic. 3. Finally, drop the link to the new recording into your G+ business page and announce the recording for those who may have missed it.

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The Whopper of all Branding Mistakes: 3 Pitfalls to Avoid

Modern B2B Marketing

Burger King’s website displayed a redone company logo: a pouch of fries replaced the familiar, stylized hamburger, and the words “Fries King” appeared over the logo in place of “Burger King.” They took to social media, posting reams of photos to Facebook and Twitter, unveiling the new corporate logo. How Burger King Failed to “Satisfry” Customers.

Don’t Be a Data Creep: Use Data to Add Value

Modern B2B Marketing

First, while searching for barstools, I visited this page on the Crate&Barrel website: Next, I was distracted by Facebook, and navigated away from the site. Crate&Barrel, however, used retargeting ads on Facebook to remind me about my potential purchase:  . Facebook Lookalike and Custom Audiences. Retargeting Ads. Thanks for the reminder, Crate&Barrel! No thanks.

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

Other advantages include Google Adword integration; tagging leads by search term and Facebook ad; integration with Webex and GoToWebinar for event management; and a partnership with ZoomInfo to add contact names from companies that visit the client’s Web site. Last week’s post looked at newer marketing automation systems that focused on small businesses. Here are a few options.

7 Tips To Get New Facebook Fans For Your B2B Business

Modern B2B Marketing

With over 500 million active users, Facebook is a formidable platform to establish a social presence and more than likely a part of that strategy.  Becoming proficient in Facebook marketing is an essential ingredient for modern marketing success. One of the most effective ways to utilize Facebook marketing for your B2B business is to create a fan page. Create An Active Wall.