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Who Owns Twitter (Marketing or Sales)?

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When you tweet about things your audience is interested in (and not just pitching), they’re much more likely to think of you as a resource for information and a problem solver. For anyone who really loves social media, there’s simply no substitute for Twitter. From a value perspective, the part about meeting someone new is critically important. Or should it be a combination of both?

How to deploy content properly within your account-based marketing program

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The potential synergy between account-based marketing programs and content marketing offers enough potential to make any informed, savvy marketer excited, but many find the details of implementation a hurdle too high to overcome. To successfully and consistently deploy content within your account-based marketing program, we advise you to take the following steps. Altering your pipeline.

How to Choose the Right Predictive Analytics Tool for Account-Based Marketing

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You can find big data in many walks of life, and there’s no reason to reinvent the wheel if you can make use of existing information. B2B organizations are accustomed to the idea of defining their ideal client and creating personas to inform marketing and content. In the B2B marketing environment, successful ABM is the gold standard companies aim for. Development of Customer Profiles.

How to Conquer 5 Common B2B Marketing Problems with Content

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But it turns out that these potential clients are happy to educate themselves with readily available online information. After all, informed prospects can turn into customers more rapidly and have an immediate impact on a sales person’s commission. Which of the following is the easier product to market —chocolate chip cookies or 3D laser scanners? The cookies taste good. It’s simple.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Integrating Google AdWords with Salesforce to Measure Your Sales Funnel

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To make sure your AdWords conversion data reflects the offline conversions tracked in your Salesforce account, AdWords needs to regularly retrieve and store some information about your lead statuses and opportunity stages. This regularly downloaded information will be deleted within a few days, with the exception of your upload history logs. Example. “Sales Qualified,” 2.

Converting B2B Leads Through Social Content: 3 Keys to Success

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What language does my audience speak (tech, all-business, informal)? Will this information be considered helpful or promotional? Another thing that will help your content convert better is adding a visual component. A few years ago, studies showed that we receive approximately  174 newspapers worth  of information every day, compared to the equivalent of 40 newspapers worth in 1986.

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Stop Wasting Money and Improve Your Google AdWords Paid Search ROI

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Automated extensions improve the quality of your ad by including additional information about your business (like links to your website). If you’re focused on maximizing ROI for your firm, and you have a team or vendor managing your paid search campaigns, you may not be optimizing ROI. We’ve seen this again and again when we’ve taken over search campaigns over the last decade. Keep

6 Tips for Collaboration When Producing and Sharing Great Content

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Your sales staff know the language of your customer, what their everyday issues are, and what kind of information they’re looking for in order to make a buying decision. Is your content marketing strategy plagued with glitches and slowdowns? Is there mutiny in the ranks that threatens to derail it altogether? Get Your Players Together. Is Everyone on the Same Page? How will it be shared?

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

How to Convince Your CEO of the Power of B2B Content Marketing

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Why would you give away information? With this information, you can develop a strategy that tailors content to their needs. You may already have articles, educational information and more on hand. CEOs and marketing leaders often stand on opposite sides of a deep chasm in terms of their belief in the power of B2B content marketing. Such campaigns are familiar. Set expectations.

Who Should Nurture B2B Leads with Social Media?

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You never know where a person will come across information online or where they might be in their buyer’s journey, so it pays to broaden the scope, and educate everyone in your organization on how to use social effectively. Companies like Dell and others that encourage employees to share helpful information or talk about their day at work experience broader visibility in social channels. 

Generating Leads from a Facebook Fan/Business Page Engagement Strategy

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Here’s a good primer on how Edgerank works:  EdgeRank Information. . Facebook and B2B lead generation.  Have you considered Facebook as a channel for lead generation?  Yes I know the jury is still out, but you can’t deny the power of Facebook as it relates to brand building and audience reach.  There’s plenty of content on the web about Facebook Business Pages. Understand EdgeRank. 

A Social Media Measurement Dashboard; One Approach

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Engagement metrics is what you hear most often when measuring social media.  It really measures the strength of your content; how informative and how interesting it is. If your content is either informative or interesting, it will be shared. A re your social media efforts working?  That’s one of the most misunderstood questions in marketing today.  REACH. Twitter. Followers. Facebook.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Why Marketing Automation Does Not Work

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You’ve likely heard the information technology gurus. In exchange for this content, readers will provide contact information. They have a mantra — people, processes and systems. For technology to be effective in decreasing costs or increasing revenues, people and processes have to be in place first. It makes sense. You cannot automate a process that does not exist. The result?

How The Beatles’ Songs Optimize B2B Marketing Strategies

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Mix it up- infographics, video, or unique ways to present the same information. If you’re testing landing pages for conversions, email subject lines, PPC bidding strategies, etc, make your you have enough data over time to make an informed business decision, otherwise let it be until there’s significant data available. Act Naturally. You don’t need to sound like everyone else. 

The new Demand Waterfall from SiriusDecisions; An Introduction

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It’ll take more research from SiriusDecisions to determine the best-in-class conversion rates throughout the funnel; and that’ll be more information we can use to benchmark the funnel stages with regard to conversions. This week SiriusDecisions presented their new demand waterfall model. It was very well received at the annual conference this week. Here is the new Demand Waterfall.

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The new Demand Waterfall from SiriusDecisions; An Introduction

NuSpark

It’ll take more research from SiriusDecisions to determine the best-in-class conversion rates throughout the funnel; and that’ll be more information we can use to benchmark the funnel stages with regard to conversions. This week SiriusDecisions presented their new demand waterfall model. It was very well received at the annual conference this week. Here is the new Demand Waterfall.

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A Tour of Online Display Advertising; DSP, DMP, RTB, Ad Exchanges

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demand-side platform (DSP) is a system that provides the technology needed for advertisers to unlock the value of real-time bidding (RTB) information provided by ad exchanges. Ever wonder how a banner ad finds you? Nowadays, exposure to banner ads continues to be rising.  Here’s an amazing chart detailing the major players in online display advertising.    . Let’s talk about DSPs.  . Click.

SEO, Meta Descriptions, Content, and Generating Leads

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Compelling – the description needs to motivate the searcher to click while still providing accurate information. Hi, It’s Paul Mosenson, President of NuSpark Marketing.  I welcome a guest post from our chief SEO tactician, Elizabeth Donkus. You’ll find this interesting. Most SEO people aren’t marketers. It’s no longer used by the top 3 – Google, Bing or Yahoo!

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Implementing Your Lead Nurturing Campaigns; Free Templates That Help You Plan

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Plan what information buyers are looking for, and give them answers via your quality content.  . Lead Nurture Planning. Considering that around 80% of leads never turn into sales, you need a proper lead nurturing plan, including lead scoring, with the goal to transform those leads you do have into potential sales opportunities. Save time following up on bad leads. . Increases campaign ROI.

Online Display Advertising, Targeting, and Capturing Leads

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Such information to gather includes: • Minimal spend. A Look at Online Display Advertising for Lead Generation. It’s time to take another look at online display advertising strategy now that Google has revamped its ad planner tool; now calling itself the Google Display Network Ad Planner, and eliminate site research from non-GDN sites. Many I have used myself for clients. Retargeting.

A Brief Guide to Increasing Website Conversions with Video

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Like all important information, videos should be placed above the fold, and the video player should be fairly large (480px x 720px ideal).  Videos offer a number of benefits; most importantly: Videos allow you to demonstrate a product or solution simply.  Pictures represent a thousand words, and thus a demo video explaining a process can easily show prospects how you solve problems.

Get Real with your Search Engine Optimization; Practical Advice to Drive Traffic

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Search query “information on how to _”. Website theme:  Provide information, articles, and advice; provide educational content. That’s my goal with clients.  It’s why you always have to track and optimize your efforts, think about what keywords you are optimized for, and what keywords you SHOULD be optimized for. It’s time to get real with this task, but not over-think it. Formula:  .

How Labels works in Google Adwords; benefits of the new feature

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Vendor List: “Directory” “List” “Guide” “information”. For those who manage multiple paid search campaigns for lead generation (like yours truly) with Google Adwords, or have others do it, I started testing a new feature that was rolled out this week, called Labels. At this early stage, you really want to think about how you can use this feature. Label: How-To. Label: Outcomes.

A Social Media Measurement Dashboard; One Approach

NuSpark

Engagement metrics is what you hear most often when measuring social media.  It really measures the strength of your content; how informative and how interesting it is. If your content is either informative or interesting, it will be shared. A re your social media efforts working?  That’s one of the most misunderstood questions in marketing today.  There really is no “right” way to measure social media.   The more blogs and books you read on the subject, the more confused you probably get.  Isn’t that what marketing is supposed to be?  I digress- let’s get back to measurement.

Matching the Offer with Buyer Mindset: The Website Dilemma

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For example, most people landing on your blog are looking for information to make their lives easier and may not even have a defined problem. They’re trying to get more information about your company and its qualifications, so they are in the Evaluation stage. She’s spending a lot of money on a funeral and a high-end casket. As you can imagine, the exchange doesn’t go well. Awareness.

B2B Online Video Marketing; Planning to Execution Best Practices for Lead Generation

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According to a recent B2B survey from the Content Marketing Institute: About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video. Determine tone: professional, creative, humorous, serious, technical, informal. Write a creative and informative description about your video. Name a memorable ad in the past. 

Content Marketing: Goals, Issues, Strategies

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Words persuade and convince; they also inform and educate.  I’ve been thinking about all this content marketing we’ve been exposed to lately.  Although essential in today’s marketing environment, we may be at the crossroads of too much messaging going across our eyes; many of it not as quality as it should be. On-site SEO: web pages, page titles, meta descriptions. Pay-Per-Click: Ads.

Website Call to Action; Alternatives to “Contact Us” for lead generation

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Place critical information high on the page – don’t hide it at the bottom. Here’s a question to ponder: Why did you build a website for your business? Perhaps you didn’t really think about it and thought it was something that was expected in order to stay relevant. You must implement, and consistently test and readjust, conversion optimization strategies on your website. Contact Us.

Custom Reports: Measuring Lead Generation Conversions with Google Analytics

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If no information is available in the cookies, the visitor is tracked as a New Visit. For lead generation sites, a conversion is a completed activity that results in a user submitting an email address in exchange for content, trials, demos, quotes, or a request for more information from sales. Google Analytics, Conversions, and Marketing Measurement. Visits. New and Returning Visits.

An Overview of Google Analytics Goals & Conversion Metrics

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conversion is any action on a website or landing page that requires a consumer or prospect to enter personal information in exchange for something that they desire.   . Conversions and Website Goals; A Primer.  . Google analytics measures website activity, with the goal to track visitor behavior.  Any behaviors that you want to measure are called GOALS. What is a Conversion. What is a Goal.

32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program

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Limit the number of fields in your online submission form; but ask only for the most important information. Everybody does list-format blog posts this time of year.  Thought I’d give it a shot as well, running through a master list of “resolutions” as preparation for improving your inbound marketing and lead generation strategies for 2012 and beyond.  Consider these as the stepping stones for optimal business growth by aligning marketing & sales, and developing a content strategy designed to generate leads and nurture them into sales. How many qualified leads.

A Primer on Website Visitor ID and Smart Form Technology for Lead Generation

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But again, this information is tied to a company visit; not a user visit.  Here are some screen shots of the kinds of information you can track from various platforms: This is VisitorTrack , a program developed by netFactor Corporation.  There’s a technology available that identifies company and prospect visitors to your websites, landing pages, and forms.  Here’s ReachForce. 

Guest Blogging; SEO; Matt Cutts. A Point of View

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Guest post, if you like, but make sure it is because your information has a purpose.  . Latest Developments in SEO: Uproar over Guest Blogging. When one concentrates on one particular aspect of SEO, such as link building or back linking, there’s always the risk that you lose sight of the bigger picture.  . Because of this, Google has taken action against scaled guest blogging.  .

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The Relationship between Social Influence and Customer Experience

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If you Google the word “Influence,” this information pops up: We all influence someone in one way or another. So when analyzing your own experience, start by asking yourself some content questions: What kind of information from your favorite brand caught your eye? And what ancillary information was also out there that had an influence on your decision? Don’t disappoint them!

New Infographic: B2B Lead Generation & Content Marketing Trends

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Certainly the infographic isn’t as fancy as some, but I wanted to showcase the information as a lead generation “story”  covering buyer research, website content, downloadable content, and influential media choices. The Rise of the B2B Social Buyer: How Buyers Consume Information Survey,2011, ITSMA. Presenting my first infographic. Here’s the Infographic.

Stop the Insanity; A View on Social Media ROI for Lead Generation

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For more information on assisted conversions and analytics, I offer you this link to Google’s explanation. I’m a former Media Director at an ad agency.  For years I planned and implemented media strategies for a multitude of clients.  I still do when my clients ask me; radio, television, print, outdoor, etc.  I currently manage some digital media buys and paid search campaigns, but I don’t include my rates and fees on a cost-per-conversion report.  So let’s remove salaries and time fees from any social media ROI calculation. Let’s keep these measures apples-to-apples. Below that use 10%. 

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