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How Social Media, Content Transform Marketing from Expense to Investment


online or print advertising, trade shows, telemarketing, direct mail) according to research from HubSpot. It’s difficult to build a large social following on Twitter, Facebook, LinkedIn, YouTube, Google+ or any other such site right out of the gate. Well-written white papers can also serve as effective long-term lead-generation assets.

The Biggest Challenge in Creating and Marketing White Papers

Connect the Docs

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? He is also the author of the White Paper Pundit blog. White Paper FAQs.


Tom Pisello: The ROI Guy: The End of Marketing as We Know It.

Tom Pisello

Friday, September 17, 2010 The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content The past decade has seen an exciting and dramatic increase in new digital marketing channels including Twitter, Facebook, e-mail, search engines, webinars, virtual trade shows and more. Do White Papers Still Engage? They do if they are.

How to Tame Panda and Penguin with WPO


Google’s Panda and Penguin updates have irreversibly changed the practice of SEO. WPO is fundamentally friendly to Google’s zoological algorithm collection, because it’s entirely “white hat.” Set up Google+ authorship. You can set up Google+ authorship on single and multi-author blogs, and establish authority and validity with Google.

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Feeding Sales Is a Process, Not a Project.

Sales Engine

They develop white papers, email campaigns, go to trade shows, and —well, you know, execute on lots of projects. For example, if you’re attending a trade show, you start with: Booking the space, ordering your swag, designing the booth, booking hotels, etc. In the middle, you staff and execute the show, collect business cards, and set up meetings.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Here we go: CONTENT MARKETING ADP : Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. Facebook fans (of which around 15% are customers) and 12,000 Twitter followers, as well as active accounts on Instagram, Tumblr, YouTube and Google+. million. million. million. million.

How We Learn – One Size Doesn’t Fit All


Not to mention, the rules of engagement change constantly (CAN-SPAM, new Google algorithms) and success is measured by impact on the business versus vanity metrics like clicks and opens. Develop content like white papers, eBooks, infographics or analyst reports for visual learners. A modern marketer’s job is never dull. It never ends either. So then, how do we learn?

33 Thought-Provoking B2B Social Media and Marketing Stats


Despite the brand lift from buyer engagement and the plans to increase spending on social media marketing noted above, only about 10% of B2B marketers say they are able to quantitatively show the impact of social media on the business. Live events (conferences, trade shows and forums) remain the top lead generation source for B2B marketers. Lead generation is still a challenge.

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102 Compelling Social Media and Online Marketing Stats and Facts for 2012 (and 2013)


Women make up the larger share of users on Facebook (58% to 42%) and are a slightly larger share on Twitter (52% to 48%) while men are the predominate users of LinkedIn (63% to 37%) and Google+ (71% to 29%). Furthermore, half of all Google+ users are under 25 years old. After that, it falls off sharply; 61% use YouTube, 39% are on Google+, 26% utilize Pinterest (really?) years.

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103 Compelling Social Media and Marketing Statistics for 2013 (and 2014)


68% of Google+ users are male, while 80% of Pinterest users are women. 70% of brands now have a presence on Google+, up from just 4% in the last quarter of 2012. Webinars, virtual events and other digital communications channels are driving trade shows and other live events to extinction, right? 48% of the Fortune Global 100 are on Google+. Relevanza ). 2. Wrong.

33 Phenomenal Content Marketing and Copywriting Guides and Tips


Unlike other modifiers attached to the discipline (consumer marketing, b2b marketing, trade show marketing, digital marketing), the term “content marketing” doesn’t describe an audience, tactic, or channel, but rather a completely different approach to marketing. 25-point Web copy checklist: How to write for Google by Success Works. ** 5 STARS. ’ Yawn.

Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

Whether you like it or not, Google has set loose a Panda in that nasty, over-stuffed garage you like to call a website. Old invitations to trade shows should drive back to the current listing, and so on. You may think it’s a carefully curated library of venerable thought leadership; the Panda is thinking it belongs on Hoarders. The best practice here is to do redirects.

32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program


Reassess and optimize media placements, direct marketing tactics, trade show leads; traditional/digital media mix; Continue to integrate social media into your mix. Ensure you have the resources and staff that knows how to write, design, and produce engaging content for sharing and thought leadership, such as white papers, case studies, ebooks, and articles. Have a content and promotional plan for your webinar, virtual trade show, and online events. Everybody does list-format blog posts this time of year.  How many qualified leads. Cost-per-lead.

How to Do Great Marketing with (Almost) Zero Money

Fearless Competitor

They cannot buy booths at trade shows. Where do they look for answers – friends, social networks, Google, Trade Associations? We were featured in a white paper on B2B blogging. Why don’t you download his free white paper on B2B lead generation , How to Find New Customers, today? But we also share it with our readers here.).

Complement Your Content Strategy with Account-Based Marketing


Some of its more common forms are email blasts, cold calls, trade shows, and advertising. Whether you use a blog, videos, white papers, infographics, social media, or all of the above, content marketing works to create a comprehensive picture of your company and what you do. First you’d Google them, maybe poke around their website. Outbound vs. Inbound.

3 Strategies to Drive Search Engine Marketing Success

Marketing Action

Sites listed on the first Google search results page generate 91.5% of all traffic from an average search. Once, SEO was a bit of a brand-building exercise, and showing up first in the search results of the biggest search engines was the goal. That means many companies decided, “It doesn’t matter what kind of garbage we show the visitor, as long as we are #1 on Google!”

Is the B2B printed brochure dying?

Integrated B2B

Of course, one of the key forces keeping printed material alive in the B2B space is the trade show. Without such materials as a minimum, the trade show stands of many companies would quickly become one of the least interesting places to be anywhere on the planet. With B2B trade shows as popular as ever, this is not a situation that is likely to change anytime soon.

The A-Z Guide to B2B Lead Generation


Advertising, public relations, direct marketing, webinars, trade shows, and social media all work together to attract audiences to your solutions.  Marketing Automation is a platform that is key to funnel optimization and marketing/sales alignment. G-   Google. Marketing on the search engine, optimizing for rankings, and participation on Google+. Whether it be the noun or the verb Google; managing the search engine and its properties are essential for lead generation.  . H-   Headline. Don’t take conversion strategy lightly. D-    Demand Generation. 

How to Calculate Social Marketing ROI

Paul Gillin

Much of the money that B2B marketers have poured into direct mail campaigns, trade show exhibitions and trade print advertising for the last 50 years has questionable returns. The basic features of the free Google Analytics service match the capabilities of products that cost thousands of dollars just a few years ago. White paper. They include Indium Corp.,

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How to Do Great Marketing with (Almost) Zero Money

Fearless Competitor

They cannot buy booths at trade shows. Where do they look for answers – friends, social networks, Google, Trade Associations? We were featured in a white paper on B2B blogging. This post originally ran at as part of March Marketing Madness. You can find the original post at [link] We wish to share it with our readers here. The best news?

Think Outside the Desktop: How to Build Your Email List Offline

Marketing Action

If your potential subscribers don’t have the tablet in hand, get their attention with a screensaver that shows a tempting signup incentive. The printed size of your QR code should be at least an inch across and have a white background. Trade shows are also obvious opportunities. White papers, survey reports, or case studies. But there’s way more you can do.

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Asperger's and IT: Dark secret or open secret?

Buzz Marketing for Technology

Zones White Papers Editorial Calendar. Tricks Of The Trade. White Papers. At Google, we believe in a simple premise: all of the information you need to be productive at work should be available through one search box, giving users real-time access to content across the enterprise and delivering a single, integrated, secure set of search results. Editors note: This story, and the underlying topic, was the focus of a Here and Now show on NPR on June 12. Webcast: Googles Universal Search for Business. Googles Universal Search for Business.

Webinar Recap: How to Develop a Successful Content Marketing Program

Hinge Marketing

Nevermind all the changes to the landscape Google has imposed on us all – the fact still remains that search engines love content, good content, and if you optimize your content with well researched and meaningful key words and phrases, leads, the right leads, will find their way to you. Fast forward to today, and it IS the marketing approach of choice. Why the struggle? Research.

How to Do Great Marketing with (Almost) Zero Money

Fearless Competitor

They cannot buy booths at trade shows. Where do they look for answers – friends, social networks, Google, Trade Associations? We were featured in a white paper on B2B blogging. Can you really market a business without a lot of money? Many small companies and startups are afflicted with a serious problem – they have little spare cash. Whom do they trust?

How to gain a competitive advantage through your content

Sales Engine

That’s why marketing’s job was to create awareness through one-to-many mediums like trade shows and advertising. They start with an anonymous Google search which leads to the consumption Whitepapers, webinars, videos, blogs, and articles as buyers. And make sure that content lives on pages that Google can find. Then the process would reverse itself. Lots of it.

Latest Marketing Trends That Will Grow Your Tech Firm

Hinge Marketing

Our research shows that Visible Experts , professionals who have both high visibility and a reputation for expertise in their niche, have a tremendous impact on company growth. Some of our most recent research on referrals shows that 81.5% of firms receive referrals from people they have not worked with in the past. Google is another reason you should care about design.

Create a World of Marketing Automation Through Good Content—and Imagination

Modern B2B Marketing

With a just a few pieces of quality content you can make a big impression by promoting the content through Google, LinkedIn, Facebook, Twitter, and other social channels.  Promote links to your content on materials distributed at trade shows, seminars, webinars, directory listings, and more. by Kelly Waffle “The way to get started is to quit thinking and begin doing.” 

Lead Nurturing For Professional Services

Hinge Marketing

Nurturing campaigns consisting of multiple mailings (email or postal) following a specific event (a trade show or seminar for example) or a prospects action (filling out a contact form or downloading a white paper for example). Just Google it. It’s fine to show that there is a range of topics that your firm has expertise in. That’s a real shame.

SEO for Alternative Content Types, Part 2: Optimizing Video for SEO

Marketing Action

Google is number one, YouTube is number two, which is of course owned by Google, and that doesn’t even count situations where a video shows up in a traditional search engine results page. And part of putting the audience first is to think like a Google or Bing engineer. That includes video, infographics, images, PDFs, and more. People search within YouTube as well.

B2B Marketers: Are Your Glasses Half Empty or Half Full?

Savvy B2B Marketing

Companies are augmenting trade shows with virtual events and webinars. Recognize that Google and Bing are including social authority in their algorithms , and that participating in social media can boost search engine results. Limiting the scope of your thought leadership initiatives to keynote speeches and white papers. Mobile marketing has been added to the mix.

Content SEO

delicious b2bmarketing

Mike AIDA - Attention, Interest, Desire, Action still most used and implemented, why we have public trade shows just to get attention.i Longer sales cycles due to more complex products and services and business purchasing processes often require more information. The operative word in that last sentence is “start&#. How many off site? How many off site? How many off site?


Choosing where to spend scarce marketing $’s

Fearless Competitor

They say “Spend your marketing dollars on our , and your lead generation problems will be over.&# All these say they’re the best: Industry trade shows. Google AdWords. The CEO of this business decided to become a primary sponsor of the industry trade show in New York City — Search Engine Strategies. She had great data to show. It

Marketing Metrics 101 for B2B Startups

delicious b2bmarketing

conversion prospects/targets – This shows how many targets took action or showed interest enough to become prospects.  conversion leads/prospects - This can be an indicator of the quality of your marketing materials in terms of how well it is prompting the right types of prospects to take action.  It can also show the effectiveness of your inside sales team. Yes they do.

Creating Consistent Content - A Content Marketing Plan

Junta 42

News items you read elsewhere that are relevant to your core content; use Google Alert s to provide you with a steady stream of news relevant to your product, service or cause. Make online/offline media buys, such as Radio, TV, Print, Google Adwords. 4 = Quarterly Taxes are often due quarterly. Examples of what you can publish on a quarterly basis include: Publish a research-based White Paper. Utilizing the content you’re producing (stories, photos, images), participate in a trade show or conference. 1 = Annual Birthdays and anniversaries come around once per year.

Savvy Speaks: Don’t Commit One of These Common Marketing Mistakes

Savvy B2B Marketing

Heather Is it really a white paper? Labeling one page product overviews, solution briefs and outright sales slicks as “white papers.&# I get so frustrated when I register and download something that says “white paper&# and it is anything but! white paper should be persuasive and informative but not a direct in your face sales pitch. Check out the recent Savvy Roadtrip post highlighting some of our best posts on white paper practices for further information. Stephanie What’s in it for your customer?

One way to tackle closed loop marketing

Anything Goes Marketing

Here's an easy example: Go to Google and type in "Toronto Maple Leafs". In this case it seems that StubHub is tracking the search engine which is Google and the search engine keywords which are "Toronto Maple Leafs". This will allow you to track the source if web visitors downloaded a white paper or purchased a product. Campaigns can represent an online webinar, a trade show, a demo or case study download, a request for contact etc. Tags: email marketing B2B B2C search Google closed loop Click on the ad. Check out the long URL: [link] ?gtse=goog&gtkw=Toronto%20Maple%20Leafs

B2C 2

Thought Leadership Interview #8 – Brian Kardon, CMO of Eloqua

Fearless Competitor

Another example is trade shows, often a costly black hole of expense.  Some of our clients are doing a great job of measuring their trade show participation by automating a series of touch points to leads collected at events.  This gives marketing objective data to truly assess trade show effectiveness and help them decide which shows to drop.

103 Compelling Social Media and Marketing Statistics for 2013 (and 2014)


68% of Google+ users are male, while 80% of Pinterest users are women. 70% of brands now have a presence on Google+, up from just 4% in the last quarter of 2012. Webinars, virtual events and other digital communications channels are driving trade shows and other live events to extinction, right? 48% of the Fortune Global 100 are on Google+. Relevanza ). 2. Wrong.


Blog content tip - Don't let your content go to waste

Anything Goes Marketing

Compile some of your blog posts and create a downloadble white paper or e-book. If you have a corporate blog look at your other marketing materials - website articles, ads, email, white papers, pamphlets, trade show materials etc. You may be saying to yourself, what should I blog about today? You can either refer to this post or blend a few posts together.

3 Ways to Get the Most from Case Studies

Agile B2B Copywriter

And survey after survey shows customers value them. Eccolo’s survey showed a preference for written case studies, but video is quickly gaining ground. Handouts for trade shows. Feature as “next step” downloads from white papers (or use cases). Post on Google Buzz. Add this to Google Reader. Case studies. Customer stories. Success stories.

B2B 2

Social Media: Beyond the Hype (Reprise)


In that sense, social media is much like trade shows 15-20 years ago. But the shortcomings with trade shows were much the same as they are with social media today. Except in the A/E business, where most firms generate little in the way of articles, white papers, webinars, videos, podcasts, etc. But is it overhyped? But what about bottom-line results?

Why Won’t Anyone Return My !*#@$% Call? (guest post)

B2B Conversations Now

Buyers could attend a conference or trade show, refer to industry publications and research analysts (e.g. For example: * buyers can learn the basics on vendor websites, trade journal sites, and third-party authority sites; * a search for “[company name] sucks” will turn up common complaints about a product; * peer reviews are available online or buyers can identify other users via LinkedIn. When buyers download your white paper, view your data sheet and watch your flash demo, they are just feeding their research process. Enjoy! It’s not just cold calling.

Thought Leadership Interview #9 – Eric Goldman of Gossamar

Fearless Competitor

This is not as easy as it sounds: Make your website the easiest one to find (and the easiest one is surely the one at the top of Google’s Search Engine Results Page). We advise clients to view Registration Forms in the same way they would approach getting someone’s business card at a trade show or conference. wish to thank Eric for his contributions to  Fearless Competitor.