Demand Gen wants gated content and calls to action that capture contact information prominently displayed (notice I did not say leads). For each of the "wants" of the stakeholders above, unless it serves the story that will attract and engage buyers, your website will fail the audience litmus test. Develop A Process for Passing the Website Litmus Test. Does your B2B website pass the audience litmus test? 'Many B2B companies think that their website must serve every type of customer they have—every flavor of persona. Why not? CXOs are: Too busy.   MORE >>

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. Here’s a quick run-down of the various types of paid social advertisements that we’ve tested. At Marketo, we’ve just begun to test these. B2B Marketing Social Media Testing Tips b2b marketing marketing roiHere’s what we’ve learned! Twitter Promoted Tweets. Facebook Promoted Posts. MORE >>

Marketers have for years been struggling to determine how online display campaigns contribute to sales, conversions, and branding. The industry has made great strides with research initiatives and attribution modeling to determine how online display, and also social media and other internet marketing channels, contribute to “lift.” Where top marketers at most firms demand accountability and relevant statistics when determining media budget allocation, the communication is now shifting to branding KPIs when it comes to online display strategy. Rebook? Nielsen/Vizu. MORE >>

Marketers have for years been struggling to determine how online display campaigns contribute to sales, conversions, and branding. The industry has made great strides with research initiatives and attribution modeling to determine how online display, and also social media and other internet marketing channels, contribute to “lift.” Where top marketers at most firms demand accountability and relevant statistics when determining media budget allocation, the communication is now shifting to branding KPIs when it comes to online display strategy. Rebook? Nielsen/Vizu. MORE >>

With all this fuss these days around Google AdWords Enhanced Campaigns, advertisers might consider testing more of their digital advertising budget through other advertising channels, such as Facebook Ads. Facebook Paid Advertising/SEM/Display Facebook Ads facebook ads vs. google adwords Facebook AdvertisingFacebook Ads has made some major improvements over the past year … Continue reading → The post Why Facebook Ads Can Be a Great Alternative to Google AdWords appeared first on Fathom. MORE >>