B2B Marketing Directions

DECEMBER 6, 2020

Seventy-five percent of the respondents in the Demand Gen survey identified the need to show marketing's impact on pipeline and revenue, and 58% cited the need to show ROI from all marketing investments. Given the importance of this topic, I'll be devoting three posts to the issues described in the Google white paper.

Google 93

Google Paper Validation Correlation 93

ClearVoice

JANUARY 26, 2024

Paid is straightforward, it’s sexy (to non-marketing executives, at least), and it’s a simple sell internally when navigating the budgeting process because of the instantly measurable ROI. For example: Company A spends a tremendous amount of resources running Google pay-per-click campaigns to drive in potential new customers.

Paid Content 92

Paid Content Top of Funnel Work Management Marketing Management 92

Marketing Insider Group

APRIL 19, 2021

From brand name awareness, to lead generation, marketing your SaaS business requires maximum ROI for the lowest cost. to making a purchase – and all the steps in between, such as requesting an ebook or white paper or signing up for a free trial. Start with Google’s Keyword Planner to get a general idea.

Startups 331

Startups B2B Marketing Buyer Personas Advertising Agencies 331

Biznology

APRIL 14, 2017

If you look at your marketing and sales process you do a mixture of activities like run-advertising and marketing campaigns to build awareness, send out email marketing, create sales brochures, white papers, case studies, and constantly crank out blog posts and new website content.

Top of Funnel 139

Top of Funnel B2B Thought Leadership Video Marketing Lead Scoring 139

Marketing Insider Group

JULY 21, 2020

If you read marketing publications as much as I do, you’ve seen your fair share of blog posts, white papers, and videos that reference it. Audience and content analytics will rise in importance, as will detailed enterprise content marketing strategies that deliver on business goals and ROI. And much more.

Marketing AI 549

Marketing AI Stats Planning Case Studies 549

Contently

MAY 26, 2020

The cartoon was in Moz co-founder Rand Fishkin’s Slideshare on Why Content Marketing Fails , which has over 6 million views and does a fantastic job illustrating why many companies struggle with content marketing ROI: Some marketers expect content revenue to have a linear path. The 3 stages of content ROI.

Top of Funnel 218

Top of Funnel Content Marketing Marketing Analytics Tools Lead Ranking 218

Marketing Insider Group

DECEMBER 4, 2019

Google rules also change, and it’s necessary to keep up to date with the times, and consistently checking what others are doing will help you. Tweaking it to maximize conversations will positively affect the ROI of your entire B2B marketing efforts. Constantly keeping up with industry standard will help improve your landing pages.

Landing Pages 316

Landing Pages Conversion Top of Funnel Classified Ads 316

The Point

AUGUST 27, 2019

In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers ), quickly rivaling search advertising on Google. Unless your LinkedIn ad performance and ROI continues to hold steady, plan on introducing a new ad at least once a month.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

Tiecas

MAY 17, 2024

Purchasing Personnel: Evaluating ROI, total cost of ownership, and long-term value. Engineers might need quick access to technical specifications, while plant managers and executives might prioritize case studies showcasing ROI. Provide ROI calculators to help your audience make more informed decisions.

Paid Content 52

Paid Content Design Marketing Websites Lead Ranking 52

Huptech Web

OCTOBER 21, 2022

Google Ads, Facebook Ads, and LinkedIn Ads: What’s The Difference? What Are Google Ads? Advantages & Strengths of Google Ads. While various platforms allow you to use PPC ads, some of the most popular platforms that businesses use are Google Ads, Facebook Ads, and LinkedIn Ads. What Are Google Ads?

Paid Content 52

Paid Content Paid Search Agency Linkedin Facebook 52

Martech Advisor

DECEMBER 23, 2019

But if you actually want to generate ROI from your content in 2020, you need to develop a robust strategy that accurately aligns with both the needs of your audience and the current goals of your business. What gets measured gets managed. Be bold and don’t shy away from trying something different next year.

ROI 72

ROI Top of Funnel Lead Ranking Generation 72

Navigate the Channel

OCTOBER 4, 2023

Traffic should be the precursor to the goal of the conversion, which depending on the type of business, conversion can mean a lead submission form, a tracked phone call, a white paper download, an email signup, or other identified desired action. Activity Activity is what you’re doing to generate impressions, traffic, and conversions.

Planning 65

Planning Cost per Lead Classified Ads Advertising Agencies 65

Convince & Convert

JULY 29, 2012

Last week, Susan Etlinger from Altimeter Group published the Social Media ROI Cookbook. click here to view and download the Social Media ROI Cookbook on Slideshare). If you’re looking to place blame for why you can’t measure social media ROI in your company, grab a mirror. Is social media ROI attainable?

Social Media 141

Social Media ROI Media Correlation 141

Stevens & Tate

MARCH 3, 2022

You can also optimize your content for SEO or using targeted advertising (such as Google AdWords or Facebook Ads). As a result, they will provide a greater return on investment (ROI) over the long run. For example, email marketing has an average ROI of $42 for every $1 spent. Digital Marketing Is Cost-Effective.

Cross-Selling 119

Cross-Selling Paid Search Agency Cold Calling Adwords 119

Marketing Insider Group

MARCH 9, 2020

Outsource production and automate distribution to boost your ROI. White paper or e-book downloads. With today’s analytics programs available on both Google and most social media platforms, you can even identify new market segments to target. Repurpose top-performing content. Involve all your teams in content production.

Marketing Budget Creation 264

Marketing Budget Creation Paid Social Agency Paid Search Agency Cost 264

Launch Marketing

AUGUST 10, 2017

Marketers know both the importance of Return on Investment (ROI) and a well-executed social media plan. But when it comes to social media ROI, how do you calculate the return on all of your efforts? Tools such as Google Analytics, Hootsuite, TweetReach, Klout are among the many widely-used among marketers.

Social Media 48

Social Media ROI Social Marketing Paid Social Agency 48

NuSpark Consulting

AUGUST 23, 2018

While the marketing gurus tell you content is a must-have gizmo in the B2B marketer’s tool belt, sometimes the return on investment (ROI) feels a little squishy. The cherry-on-the-cake metric, however, is tracking the increase in organic keyword conversions in Google Analytics. White Papers and E-Books. Goal Assessment.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Marketing Qualified Leads 100

The Point

MAY 18, 2016

If your Google AdWords campaign isn’t generating the type of lead volume, lead quality, or ROI that it should, it’s highly likely that the campaign is suffering from common missteps that plague many B2B paid search programs. To download a free white paper on this same topic, click here.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

NuSpark Consulting

APRIL 28, 2012

So let’s remove salaries and time fees from any social media ROI calculation. To go further, do you calculate the ROI of networking? I don’t believe the cost of doing a job should count into ROI calculations. Any cost of a social media management tool can also be applied to the ROI calculation. I download the paper.

Lead Ranking 100

Lead Ranking Social Media Paid Search Agency Lead Generation 100

B2B Marketing Directions

DECEMBER 20, 2020

Last year, Google published a white paper that addressed three of the most important - and still unsolved - challenges relating to the measurement of marketing effectiveness. This post will discuss the third "grand challenge" described in the Google paper. of total marketing spending.

Multi-Touch Attribution 98

Multi-Touch Attribution Advertising Agencies Forrester Paid Search Agency 98

Valasys

JUNE 13, 2019

A report by socilabreaks.com states that 56% of the marketers think they are unable to track the Return on Investment (ROI) from their social media endeavors & 58% of the businesses measure ROI just in terms of engagement viz. Steps to Measure Social Media ROI. likes, shares & comments. Source: HubSpot).

ROI 56

ROI Social Marketing Work Management B2B Marketing 56

Convince & Convert

JULY 26, 2011

Let’s assume your monthly blog hosting is $19, and you spend $19 per month on Inbound Writer to help with you blog’s SEO, and you spend $19 per month on Formstack to create and manage landing pages to convince people to download your white paper. Calculating Blogging ROI. There is no debate about this last part.

ROI 156

ROI Allocation Work Management Landing Pages 156

Contently

MARCH 30, 2020

The biggest mistake people make with content marketing ROI is taking a short-term view. Take, for instance, this piece on how to write a white paper. We published it back in 2012, when Contently was five people hiding out in the corner of Google’s Chelsea Market office. The compounding returns of content.

Paid Content 218

Paid Content Paid Search Agency Content Marketing Planning 218

Launch Marketing

JANUARY 26, 2022

Avoiding these mistakes, and proactively addressing any issues, will go a long way towards ensuring your PPC efforts deliver a solid ROI. Discover key insights and best practices in online marketing activities such as paid search and more in our In-Depth Digital Strategy for B2B Marketers white paper.

Paid Search Agency 118

Paid Search Agency Campaigns Webinar Metrics Privacy Policies 118

Sales Engine

OCTOBER 2, 2015

Conversations are a two way street, and it doesn’t really matter whether it started from a phone call, voice mail, or email, versus a Google search, social media hit or white paper download. Are you going to send them that same white paper next week? That’s not going to work. And then what about the following week?

B2B Sales 120

B2B Sales Paper Fulfillment B2B Marketing 120

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

Tomorrow People

NOVEMBER 21, 2017

25% believe it improves conversion and ROI. Real-time updates help to break up longer and more traditional formats like blog posts and white papers, with something a little more fresh and easily digestible. Build trust with your audience and with Google by making sure your content is good quality, spam-free and well optimised.

Marketing & Strategy 315

Marketing & Strategy Marketing Strategy Content Marketing Planning 315

Marketing Craftmanship

MAY 13, 2020

As social distancing drives even greater reliance on information that’s gained through online search, marketers will likely need to establish a much higher bar for themselves in terms of the ROI for the content they produce. Earned media has the highest value on the credibility scale. Industry Events.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Webbiquity

MARCH 31, 2022

That means your website isn’t just competing with other websites for search results—it’s also competing with Amazon products and Google listings. For example, you can share content that resonates with the customer on the channels they prefer, in turn boosting your sales collaboration and improving ROI.

Marketing Budget 291

Marketing Budget Enterprise Management Sales Management Work Management 291

Buzz Marketing for Technology

JUNE 15, 2009

But this is not a dig at Dell it’s a dig at all of us marketers who say they don’t understand how to calculate an ROI from Social Media. I detailed a few ways that companies used to track lead generation such as: a unique 800 number in their white papers or a unique hotlink or email address embedded in their white papers.

Social Media 100

Social Media ROI Media Lead Gen 100

Content Standard

MAY 8, 2018

But business rarely plays the long game; goals and KPIs are often short-term in a dash for content marketing ROI, and stretch goals don’t do much to encourage thinking about a five-year strategy. And they’ll follow the magic fairy dust of Google and Facebook. But the sales funnel is more complicated than that.

Top of Funnel 71

Top of Funnel ROI Planning Content Marketing 71

The ROI Guy

FEBRUARY 15, 2011

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Updated Alinean Social Media ROI Calculator - New.

ROI 40

ROI Social Media Marketing Budget Budget Programs 40

Martech

MARCH 2, 2022

Many companies have strong commitments to existing tools like an office suite (Google Workspace or Microsoft Office), a CRM or a creative editing platform. If you’re justifying the investment in a tool by how it achieves the desired results, ensure you have ways to compare the before and after so you know whether you are getting a good ROI.

Work Management 106

Work Management Digital Asset Management Marketing Management Organization 106

The ROI Guy

DECEMBER 9, 2010

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Thursday, December 09, 2010 Seeing ROI in the Cloud?

ROI 40

ROI Marketing Budget Work Management Marketing Management 40

SmartBug Media

NOVEMBER 3, 2020

Yet within all these touches is the holy grail of B2B KPIs: campaign ROI. To truly evaluate the ROI of these different campaigns, keywords, and creative tests, you need to tie it all back to won opportunities. And the key to getting the best view of this is through multi-touch attribution models. But the visibility stops there.

Multi-Touch Attribution 105

Multi-Touch Attribution Lead Ranking Marketing Attribution Full Circle Insights 105

Brandpoint

MAY 18, 2020

closely measure the ROI of their content marketing, according to the 2019 Content Marketing Institute and Marketing Profs B2B report. You may also wish to establish a Google Calendar that keeps both teams informed about upcoming email promotions, webinars, social media campaigns, etc.

Top of Funnel 149

Top of Funnel Paid Search Agency Planning Work Management 149

Chris Koch

JANUARY 22, 2010

So when we think about social media ROI, we need to make a leap of faith. To make ourselves feel a little more comfortable with this idea, we may need to categorize social media with something whose hazy ROI we’re more familiar and comfortable with: PR. Jumping through ROI hoops. But ROI has to be there, right?

Social Media 100

Social Media ROI Lead Ranking RSS 100