NuSpark Consulting

JUNE 9, 2012

Let’s talk retargeting. For lead generation, conversion optimization, and lead nurturing strategies, retargeting may be the overlooked child, but there’s no question it can be very effective and an efficient tactic to bring prospects back to your website or content. For the most part, a typical landing pages averages between 2-5% conversion; the submission of an email address in exchange for purchase, quote, demo, trial, webinar, or content.

Paid Content 216

Paid Content Conversion Rate Tactics Internet Marketing 216

markempa

JUNE 11, 2012

Tweet I just arrived at the Pre- Optimization Summit workshop in Denver and caught the end of Dr. Flint McGlaughlin’s Value Proposition Session. In this Landing Page Optimization Workshop , Dr. McGlaughlin, Managing Director, MECLABS, taught the live audience here at the Denver Marriott Tech Center about a simple case study drawn from the MarketingExperiments research library.

Lead Capture 211

Lead Capture Lead Scoring Lead Ranking Optimization 211

KoMarketing Associates

JUNE 11, 2012

Writing for your readers and not for search engines is an important part of your business and SEO strategy. When working to create content that readers will enjoy, you will need to dig into Google Analytics and learn about what interests your audience. If you are searching for ideas of what to write about, you might want to review your most viewed content and educate yourself on which blog posts receive the most social shares as well as which pages have the lowest bounce rate.

Marketing Analytics Tools 186

Marketing Analytics Tools Analytics Google Keywords 186

Avitage

JUNE 13, 2012

Content marketing has created a content conundrum. Content marketing is fundamentally about creating buyer relevant, education oriented content, that supports the buying team as they progress through a buying journey. With this shift from vendor to buyer orientation comes great pressure on traditional content production methods and costs. Blogs have emerged as the best way to create for content marketing.

Video Marketing 177

Video Marketing Content Marketing Best Practices Content 177

Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing

Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.

Response Rate

NuSpark Consulting

JUNE 9, 2012

Let’s talk retargeting. For lead generation, conversion optimization, and lead nurturing strategies, retargeting may be the overlooked child, but there’s no question it can be very effective and an efficient tactic to bring prospects back to your website or content. For the most part, a typical landing pages averages between 2-5% conversion; the submission of an email address in exchange for purchase, quote, demo, trial, webinar, or content.

Conversion Rate 216

Conversion Rate Paid Content Tactics Internet Marketing 216

Webbiquity

JUNE 13, 2012

You’ve seen the statistics: mobile browsing (e.g., browsing the web using a smart phone or other mobile device) will eclipse desktop web browsing sometime in 2013. Yikes! More than half of my website traffic coming from mobile phones? I’m not ready! Relax (unless you’re in the relatively small group of businesses that shouldn’t).

Marketing Websites 166

Marketing Websites B2B Mobile Marketing Marketing Analytics Tools 166

Marketing Insider Group

JUNE 12, 2012

I don’t often make personal pleas, tell overly-personal stories or ask my community of readers here for support on any issue. But this project, this video and the countless people who suffer in silence due to bullying or a lack of acceptance of their differences every day is too important to ignore. So instead of talking about B2B Marketing (the topic seems so meaningless in this context), I am sharing with you a video , made by my colleague, Moya Watson (@ MoyaLynne ) with many others fro

Paid Search Agency 165

Paid Search Agency Video Marketing Communities B2B Marketing 165

Avitage

JUNE 11, 2012

Let’s make a video! What images immediately come to mind? Gotta get a camera, lights, green screen, Adobe Premiere or Final Cut Pro, etc.? What about skepticism? Is it worth it? Will it work? Will the useful life be longer than 4 months? What distractions and un-intended costs will you face? And, what are the true costs? Traditional Video Thinking I’d like to introduce you to a different way of thinking about video.

Video Marketing 163

Video Marketing Cost Webinar Metrics Resources 163

Digital B2B Marketing

JUNE 11, 2012

B2B marketers are looking for a shortcut to thought leadership , but the shortcut many are taking lead somewhere else completely. According to a recent report on eMarketer , 85% of marketers curate content in order to establish thought leadership! Does sharing someone else’s content make you a thought leader? No. Marketers, in their race to the shortcut, are confusing respect and attention with thought leadership.

Curation 165

Curation B2B Thought Leadership Thought Leadership Emarketing 165

Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker

Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.

B2B Sales

Biznology

JUNE 14, 2012

Image via CrunchBase. Let me ask you a question. If you just put up a survey on SurveyMonkey, and 1000 people responded, would you have the answer to your market research question? Ridiculous, you say? Yes, it is a ridiculous idea. SurveyMonkey does a perfectly good job of running a survey, but unless you know how to analyze the results and weight it to your target market, it isn’t market research–it’ s just a survey.

Research 151

Research Social Marketing Planning Social Media 151

The Point

JUNE 11, 2012

It’s a measure of just how saturated the Webinar landscape has become when most every email invitation includes a drawing for a free iPad or Kindle Fire or whatever else is the “gadget du jour.” We’ve heard it said that such incentives “can’t hurt,” but that’s not exactly true. iPad drawings are a dime a dozen, they don’t make your event stand out (in fact, they do exactly the opposite), and worst case they can cheapen your brand, reduce lead

Webinar Metrics 141

Webinar Metrics Landing Pages Paper Lead Scoring 141

Avitage

JUNE 15, 2012

The new realities of B2B marketing has made thought leadership, and the development of big ideas, an important differentiator. The new realities are also driving a change in buyers’ expectations. Buyers want relevant and actionable content that enables them to turn big ideas into operating realities. The traditional role of thought leadership developers has been to focus on the research and analysis that yields the important big ideas.

Thought Leadership 139

Thought Leadership B2B Thought Leadership Deliverability Buying Cycle 139

Webbiquity

JUNE 11, 2012

Guest post by Christopher Wallace. Believing that your posts to Twitter or Facebook are more important than those of your friends may be a sign of egotistical delusion (or perhaps your friends just put up lousy, boring posts). Regardless, Facebook may soon give its users the opportunity to leapfrog their status updates to the top of the pile. The social media giant recently launched a pilot program in New Zealand that allows users to pay to ‘highlight’ a post, meaning that it will ap

Facebook 137

Facebook Social Networks Network Marketing Ideal Customer Profiles 137

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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.

Paper

Biznology

JUNE 13, 2012

Photo credit: Wikipedia. As the Facebook IPO story developed over the last few weeks, people started wondering what was real and what was just smoke and mirrors. Being very active in this “social business” world for over six years now, several people came to me asking about what I thought it was going to happen with Zuckerberg’s creation and other popular social websites: Is Facebook here to stay?

Web 2.0 143

Web 2.0 Wikipedia Twitter Facebook 143

ViewPoint

JUNE 15, 2012

My PowerViews guest today is James Obermayer. Jim is the founder of the Sales Lead Management Association. SLMA is the sponsor of the yearly Sales Lead Management week and initiatives to identify both the Top 50 Most Influential People in Sales Lead Management and 20 Women to Watch in Sales Lead Management. Jim's career has been equally divided between marketing and sales.

Lead Management 131

Lead Management Work Management Marketing Management Direct Marketing 131

Avitage

JUNE 12, 2012

The traditional video production process and techniques have a clear role for many video purposes. This approach requires specific skills and tends to be inherently expensive, time consuming, and doesn’t scale efficiently. When you shift the purpose for video from entertaining or promoting to explaining, proving and educating, different criteria should dominate.

Video Marketing 131

Video Marketing Planning Segmentation Education 131

Convince & Convert

JUNE 12, 2012

Facebook ads are a very powerful tool. There are so many options for marketers, it is a bit like flying the space shuttle for many of us. We just don’t quite know what we are doing yet. For many Facebook marketers we are having to learn how to create good Facebook ads by creating a few bad Facebook ads first. But there are plenty of best practices and lessons to take note of to help improve that learning curve a bit.

Paid Search Agency 159

Paid Search Agency Facebook Ads Click Rate 159

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Social Media

Biznology

JUNE 11, 2012

Photo credit: zoetnet. One of the great keys to success in content marketing is knowing your audience. Here are a few tips to help you get past name, rank and serial number to more telling insights. In last month’s column, we talked about the basics of content marketing. Over the course of the next few months, I’d like to dive into the basics in more detail.

Content Marketing 135

Content Marketing Clickthrough Marketing Management Content 135

B2B Marketing Traction

JUNE 12, 2012

Now more than ever, your website is critical to marketing success. Websites are the center of all marketing activity, whether you like it or not. In 2009, Enquiro, now Mediative, conducted a survey and produced The BuyerSphere Projec t report. In it, they found that, “B2B buyers who are planning purchases between $5,000 and $15,000, and those planning purchases of more than $50,000, consider a manufacturer’s website as the most important online influence.” In 2012 Thinkinsights

B2B Marketing 121

B2B Marketing Paid Search Agency Planning B2B 121

Direct Response Coach

JUNE 9, 2012

As a convenience, most discussions around online marketing include social media as a central player in the process. It doesn’t have to be that way. Some social media experts will tell you can’t do online marketing without social media. That’s not true. It is true that engagements through social media – Facebook, Twitter, LinkedIn and Google+ – [.].

Social Media 116

Social Media Online Marketing Social Marketing Media 116

Convince & Convert

JUNE 13, 2012

Dial Corporation this week announced a new campaign that integrates its long-standing Facebook Page with its new-ish Pinterest page , giving its Facebook community a challenge to create cause-related boards on Pinterest. The top organizations featured on those user-generated boards will compete to win a $5,000 prize. This isn’t an entirely new type of campaign, of course, even if Dial is probably among the first CPG brands to embrace Pinterest as a campaign element in this way.

Storytelling 145

Storytelling Communities Facebook PR 145

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Content

Adobe Experience Cloud Blog

JUNE 13, 2012

by Jason Miller Content marketing is the new black for B2B marketers and many analysts predict that it’s only going to become more vital as businesses adapt to today’s social savvy buyer. According to a recent study by the Custom Content Council , 73% of consumers prefer to get their information about an organization in articles rather than advertisements.

Tactics 103

Tactics Marketing & Strategy Marketing Strategy RSS 103

B2B Marketing Traction

JUNE 14, 2012

Marketing is not about graphic design. Marketing is about getting results , including generating quality leads, engaging prospects and converting leads to clients and sales revenue. This is one of the points that Mike Schultz & John E. Doerr make in their book, Professional Services Marketing: How The Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success.

B2B Marketing 116

B2B Marketing Planning B2B Deliverability 116

MLT Creative

JUNE 14, 2012

As much as I rely on blogs and social media for information about B2B marketing, I still look forward to each new issue of BtoB Magazine landing on my desk. Whatever your industry, I’m sure you. MLT Creative B2B Ideas @ Work Blog. Our ideas, musings, thoughts, reviews on b2b marketing topics.

BtoB 82

BtoB Direct Marketing B2B Marketing B2B 82

Convince & Convert

JUNE 15, 2012

Google is constantly trying to stay ahead of the spammer curve by making improvements to its search engine system. These improvements usually take the form of tweaks in the algorithm to keep spammers off guard and ensure we see relevant, valuable search results. In fact, there have been several changes in just the last few months designed to frustrate low quality content providers and other spammers.

Google 125

Google CAN-SPAM Content Transparency 125

Advertiser: ZoomInfo

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

B2B Marketing

Adobe Experience Cloud Blog

JUNE 12, 2012

by Rick Siegfried Our friends at MarketingProfs hosted the most recent installation of their Digital Marketing World virtual conference series last Friday. The topic was that which no marketer can seem to get enough of these days, Social Media. It was interesting to see how social marketing has taken a profound shift from being about brand awareness to being about lead generation.

Social Marketing 97

Social Marketing Paid Search Agency B2B Thought Leadership Ideal Customer Profiles 97

EMagine B2B Blog

JUNE 12, 2012

Many B2B businesses are beginning to understand the incredible power of LinkedIn, especially in creating a customized Group. But how do you measure the effectiveness of your group, and learn how to improve over time? In April, LinkedIn expanded the functionality of its group statistics (located under the “more” navigation, under “Group Statistics”), giving you [.].

Linkedin 64

Linkedin Analytics Statistics B2B 64

Paul Gillin

JUNE 11, 2012

Coca-Cola is dealing with a minor crisis this week because of comments by a former marketing executive expressing remorse over his contributions to America’s obesity problem. Todd Putnam, who was a top marketing executive at Coca-Cola from 1997 to mid-2000, told an audience at the National Soda Summit last week about a Coke strategy to replace all beverages in the American diet with its own products, a campaign the company called “share of stomach.” New York City anti-obesity a

Effectiveness 61

Effectiveness Opinions Paid Search Agency Advertisements 61