Sat.Jun 30, 2012 - Fri.Jul 06, 2012

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3 Ways to Use Lead Scoring Within Your Marketing Automation Programs

Customer Experience Matrix

I wrote last week about the difficulty of linking marketing leads to sales results. One reason the topic was on my mind is I’m also thinking a lot these days about lead scoring. The practical use of lead scoring is to decide which leads to pass from marketing automation to sales, or, even more pragmatically, to predict which leads will be accepted by sales.* But the ultimate goal is to identify the leads most likely to generate revenue.

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Online Display & Social Media, Branding & Attribution- Affects on Conversions

NuSpark Consulting

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.” Lift is a term many publishers use as an outcome to their research.

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How Performance Marketing Accelerates B-to-B Prospecting

Biznology

Photo credit: Wikipedia. Every time you turn around, a new “performance marketing” opportunity turns up for B-to-B marketers. What a treasure trove! And on the face of it, a real boon, because you only pay when your prospect takes the action you’re looking for—the click, the download, the purchase, whatever. But there are some potholes to consider.

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How Much of Your Traffic “Should” Come from Search?

Webbiquity

Marketers often seek out benchmarks by which to measure the effectiveness of various marketing programs as well as their performance vs. industry competitors. In some cases, this information can be quite useful and enlightening, for example, when looking at average email open rates by industry. In other situations, however—such as when looking at what percentage of total website traffic should be driven by organic search—the answer is a clear but not helpful “it depends.” Looking at

Traffic 168
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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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Social Media for Busy Business Bloggers

Writing on the Web

With the onslaught of social media in the last 10 years, the ever constant question is, what can it do for my business and my business blog? First, why should you bother with social networking sites ( Facebook , LinkedIn , Twitter ) if you’re in business? It’s the numbers. If you want customers, you need to go where they are online. Let’s be clear: Social networking now accounts for 22% of all time spent online in the US.

More Trending

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The Seven C’s of Content Quality

Biznology

Panda (Photo credit: PeroMHC). Last month I talked about optimizing your site architecture for Panda. This is of course important, but it is only one component in optimizing for Panda. As everyone who read Mike Moran’s recent post on this blog knows, Panda rewards quality content. And Penguin punishes low-quality sites. So content quality is obviously very important for search effectiveness, perhaps more important than site architecture.

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Team Building in Full Swing at KoMarketing

KoMarketing Associates

With our nation’s 236 th birthday already behind us, we at KoMarketing are charging full speed ahead into Q3. This summer, our office continues to grow as we welcome two new team members to KoMarketing: Casie Gillette and Amanda Berglund. Casie Gillette, who joined KoMarketing as Director of Online Marketing on July 2, brings strategic leadership in SEO, social media, and online marketing to the KoMarketing team on behalf of client initiatives and the organization as a whole.

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Four Lessons You Should Learn from Publishers

Avitage

Content marketing would be easy if it didn’t require a steady stream of fresh, engaging, relevant content. It’s not that developing great content is new. It’s creating the volume and continuous development required that is new. A number of companies confront this problem by hiring a staff of writers. As their salary line goes up they may find that it is still difficult to keep up with content needs.

Education 152
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The Path to Value from Content Curation

Digital B2B Marketing

Increasingly, marketers are adding content curation to their marketing activity, often with objectives of sharing a certain amount of content each day. Ardath Albee ( @ardath421 ) has a sample to-do list for a content marketer in Show Quantity the Door. Three weeks ago I published Three Reasons Content Curation is Overrated , my reaction to research published on eMarketer and advice we frequently see about curating content in order to establish thought leadership.

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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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The Skeuomorphic Byline: How Journatic Screwed Up by Looking Backward

B2B Memes

Reading Mathew Ingram’s take today on the controversy over content provider Journatic’s use of fake bylines in its stories for newspapers, I realized that the problem is more complex than it seems. The real issue was not that the company used fake bylines on its stories, but that it used bylines at all. Journatic screwed up because the company wanted to have it both ways: to embrace new-media principles while trying to disguise them.

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Survey Result: The Top-3 Goals of Content Marketing

Everything Technology Marketing

Last month, we asked over 30,000 members of the B2B Technology Marketing Community on LinkedIn about content marketing. The results are in. Here is the first in our series of sneak previews of the survey results (the complete report will be available shortly). The first survey question was "What are your top-3 goals for content marketing?" and here is what 727 marketers say: #1 Lead Generation With 68 percent of responses, the most mentioned goal for content marketing is lead generation.

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Why enterprise digital marketing can’t be completely in house

Biznology

Image via CrunchBase. Chris Abraham wrote a great post on Friday called “ Why you shouldn’t bring your social media (completely) in house.” He made a lot of great points in that article and I want to come back at it again in this post. My experience is that large companies can’t ever bring their digital marketing completely in house.

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Adding Facebook to your blog comments

Direct Response Coach

Have you noticed that some blogs have a comment section within the Facebook framework? I never understood why and, at first, I was a little annoyed by it. I like to post comments occasionally, but I’m not a big user of Facebook and I wasn’t sure what I was getting myself into. Since then, I’ve [.].

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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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Are You Highly Digital? Try This Test

B2B Memes

In a Harvard Business Review blog post discussed last week by Mark Schaefer , authors Jeffrey Rayport and Tuck Rickards asserted that most big companies are too far behind the digital curve. By their standards, only nine of the Fortune 500 corporations are highly digital. That’s no surprise. But what interests me is the four-part test they use to assess companies.

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5 Ways to Optimize Email for Mobile Devices

Adobe Experience Cloud Blog

by Dayna Rothman Today’s fast paced business culture is more fluid and mobile than ever before, and as a result a large number of emails get checked on a mobile device or tablet. In fact, the Radicati Group estimates that by 2016 over 730 million accounts will be accessed from mobile devices. That is a LOT of email being looked at and responded to via mobile phone–so it is probably safe to assume that your customers and prospects are all checking email while on the go.

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The Power of Content Strategy

Convince & Convert

“With Great Power Comes Great Responsibility” - Uncle Ben to Peter Parker (Spiderman). As marketers, we now have the power to create content of all types and deliver them directly to our customers and prospects. It was not too long ago that this wasn’t the case. Unfortunately, just because we can, doesn’t mean we should. Blogging, Facebook, Twitter, Slideshare, Pinterest, enewsletters, ebooks, magazines, apps – Often we focus so much on the channel, and that we CAN,

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How Manufacturers Use 3D CAD Models and 2D CAD Drawings as Sales Enablers

Industrial Marketing Today

Manufacturers usually want their industrial marketing to generate leads that result in RFQs as quickly as possible. Inbound marketing tactics such as SEO and other content marketing strategies do fill the top of their sales funnel. Think of 3D CAD models and 2D CAD drawings as supercharged content assets for moving leads closer to the RFQ stage much quicker than any other type of content resource.

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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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A Look Inside a B2B Editor’s Head

B2B Memes

If you want to understand the state of mind of the typical journalist today, or to dig into the challenges they face in managing their careers, you don’t have to look far—as long as you mean the typical newspaper journalist. Although there is plenty of online debate and discussion of journalistic issues, the mass of it concerns the daily press.

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Email and Spam – The Two That Shouldn’t Tango

Adobe Experience Cloud Blog

by Ravali Ravulapati. With the increasing importance of email marketing , spam proofing your content is one of the most important tasks in today’s marketing. Businesses are having a tough time grabbing their readers’ attention and retaining interest in their offered product or services. One important aspect of compiling effective and professional marketing emails is making sure that your intended audience actually receives your carefully composed marketing material.

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The Power of Mobile

Convince & Convert

With the Internet in your pocket, at almost anytime in darn near any location (subways, wine caves and most airplanes be damned) you can summon information to settle a debate or sports bar argument in a moment’s notice. In those same moments, you can chase down friends’ whereabouts and monitor your finances during an office meeting. Heck, maybe you’re reading this while your spouse is telling you how much formula to give the baby…uh-oh.

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Event Swag Your Attendees Will Love. and Loathe

Hubspot

The main attraction of any live event is (or should be) the content. At HubSpot's upcoming event INBOUND 2012 , for example, we have 60 breakout sessions and 6 keynote sessions designed to attract thousands of attendees. But sometimes, it's the little things that make an event go the extra mile. The special surprises the coordinators throw in. The prizes companies hand out.

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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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Benjamin Franklin-Wise and Witty Business Communicator.Blogger?

MLT Creative

On this holiday week, fellow history buffs and Benjamin Franklin aficionados, reflect on our founding fathers. From my own involvement in business-to-business social media, I suspect Ben would have. MLT Creative B2B Ideas @ Work Blog. Our ideas, musings, thoughts, reviews on b2b marketing topics.

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Content Syndication – Compelling Content, Targeted Leads

Adobe Experience Cloud Blog

by Ravali Ravulapati We are all living in a world of content saturation: texts, videos, podcasts, webinars, tweets and social networks are all feeding us information about a company, product, or service. In B2B marketing , the challenge is making your brand stand out amongst the noise. As a marketer, how do you find the right venue that encourages customer engagement?

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Social Pros 23 – DJ Waldow, Waldow Social

Convince & Convert

This is Episode 23 of the Social Pros Podcast : Real People Doing Real Work in Social Media. This episode features DJ Waldow of Waldow Social. Read on for insights from DJ and some social media news from Eric and Jim ( this week : LinkedIn and Twitter break up). Listen Now. Click the play button to listen here: Download the audio file: [link]. The RSS feed is: [link].

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Memejacking: The Complete Guide to Creating Memes for Marketing

Hubspot

Success Kid. Old Spice Man. Rage Comics. These days, memes are spreading like wildfire all over the internet, and clever marketers are jumping on the opportunity to use these viral pieces of content to their advantage. Don't believe me? Check out these 10 memes masquerading as marketing campaigns. And honestly, who doesn't love a good meme? They're funny, clever, and great for social sharing.

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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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Motivating B2B Buyer Behavior: Case Study

MLT Creative

Appealing to your audience’s self-efficacy can be a strong motivator in influencing their B2B buyer behavior. WhichTestWon.com conducted a great case study that illustrated how to incorporate. MLT Creative B2B Ideas @ Work Blog. Our ideas, musings, thoughts, reviews on b2b marketing topics.

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Increase Your Brand Exposure with Increased YouTube Subscribers

EMagine B2B Blog

As a Google property, YouTube brings increased exposure for your brand, not only in YouTube searches, but searches on Google itself. Additionally, statistics show that images and videos are more engaging for social media visitors, so utilizing your YouTube videos is also a strength. But how do you build your audience on YouTube, in the [.].

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The Power of Data

Convince & Convert

As our use of social media increases, so does the amount of information we share about our activities, our relationships and ourselves. Just ten years ago, marketers had to bribe customers to share a fraction of the rich data we have access to today. But data sitting in silos doesn’t help anyone. least of all the customer. Turning the data into useful experiences is how marketers unlock the power of data.