Digital B2B Marketing

MARCH 15, 2012

Organic Search Engine Optimization Organic search results are the search engine algorithm’s recommendation of the best result for a search. If search engine optimization seems like more than you can tackle, here is a practical approach to SEO you can easily apply. The content may be valuable, but the experience is degraded.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

SEPTEMBER 6, 2011

When should you optimize your campaign? Here are three guidelines I have used over the years to cut through emotions and focus on optimization opportunities in digital campaigns. For a brand campaign, some have the impulse to optimize based on click rate. What guidelines do you use to determine when to optimize campaigns?

Optimization 100

Optimization B2B Marketing Campaigns Planning 100

Digital B2B Marketing

JUNE 19, 2012

Your Turn I believe marketers optimism and increased investment is warranted and that if marketers focus on providing value, buyers will begin reporting that social media is more important in their buying process as well.

Social Media 100

Social Media BtoB Media B2B 100

Digital B2B Marketing

SEPTEMBER 27, 2012

The increase wasn’t because of great search engine optimization. Google search traffic was up 20% over the previous one-day high and was nearly 40% higher than the average from the prior three weeks. It wasn’t because of great content.

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 100

Digital B2B Marketing

MARCH 19, 2012

Rallying an organization accustomed to producing product information sheets, webcasts and white papers around creating content that is optimized for search, easy to consume, timely and worth sharing is a difficult organizational change. The New Inbound Marketing Content Requirements. Timely Content is a Key Opportunity.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

AUGUST 2, 2011

The goal is to create a strategy that survives the full year (and beyond) and gives you a framework for more tactical planning, execution and optimization. As B2B marketers enter the 2012 strategic planning season and begin shaping executional plans, it is important that we get it right.

Barriers 100

Barriers Planning B2B Marketing B2B 100

Digital B2B Marketing

AUGUST 20, 2013

Conversion rate optimization, including A/B testing, is one of the most cost effective investments you can make once you have sufficient site traffic. Are You Getting The Right People. As you do a better job of reaching the right people, the percentage of contacts that become marketing qualified leads will increase.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

JULY 21, 2011

Marketers that approach content marketing this way optimize promotions, not content. Yes, the content might be valuable, but it doesn’t improve the position of the company offering it. That is, unless they are really an email marketer and using it to capture another email address.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

JUNE 20, 2013

Nearly everyone that scans a QR code will be using a mobile device of some sort, the landing page you direct them to must be optimized for mobile. When you scanned it (yes, I did, I was so floored by the execution), you went to a page with a flash video providing more information. Don’t Use Mobile Pages.

Paid Search Agency 100

Paid Search Agency Lead Gen Mobile Marketing Barriers 100

Digital B2B Marketing

MARCH 1, 2012

Inappropriate placement or promotion lowers quality, and aggressive optimization will address many potential problems over time. Track your results. Closely track the quality of contacts you receive from each source through the entire sales process. Or does capturing a contact make location irrelevant?

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

APRIL 20, 2011

IDC: Improving the Business Value of WAN Optimization. The copy below is from a Riverbed Technology registration page. This report was ‘recommended’ to me when I landed on the Riverbed homepage.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

Digital B2B Marketing

FEBRUARY 13, 2012

Today, this change is often wrapped up in discussions of technology, buying media based on audiences (instead of sites), optimization algorithms and new skill sets. Purchased through modern media platforms, that would require winning 105 billion auctions, and participating in far more. In reality, the change is far bigger.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

OCTOBER 15, 2013

Optimizing your content for search and distributing it through your own social and email channels is just the starting place. Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. And they’re right. For most B2B marketers, it isn’t nearly enough.

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 100

Digital B2B Marketing

DECEMBER 19, 2013

Time and time again, B2B marketers fall prey to a wonderful sounding sales pitch for their demand generation plan that goes something like this: “We use 100′s of data points and sophisticated technology that optimizes every single impression in your campaign. Cost-effective, constantly optimized, highly targeted.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

MARCH 14, 2013

Providers like Turn , MediaMath or RocketFuel are able to take your creative, budget and goal and run online advertising programs that are managed and optimized by algorithms, making billions (literally) of ad buying decisions for their clients every single day. Dynamic Creative Optimization. Marketing Automation.

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

OCTOBER 17, 2016

B2B marketers today are not optimizing programs to reach and engage their best prospects. We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. Who does that mean we are really optimizing our marketing for? Serial content consumers.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

DECEMBER 3, 2013

It isn’t time to give up on search, but it is time for B2B marketers that are struggling with search programs to look beyond their standard optimization routines. Because broad match pulls in untargeted ads, your quality score drops, your cost increases, your performance drops, you optimize by (incorrectly) lowering your bid.

Paid Content 100

Paid Content Search Marketing Paid Search Agency Budget Programs 100

Digital B2B Marketing

JANUARY 20, 2014

B2B marketing performance is being carefully tracked and optimized based on reported results. You can optimize your creative based on what performs well for each individual audience segment on a site, not to the creative that performs only moderately well for most audiences. What about all of the first time visitors to your website?

Reachforce 100

Reachforce B2B Marketing DemandBase Planning 100

Digital B2B Marketing

JUNE 7, 2012

SEO : Search Engine Optimization. LPO : Landing Page Optimization. A marketing approach that treats every company individually rather than as a mass of similar companies TAP : Targeted Accounts Program. SEM : Search Engine Marketing. Includes both SEO and paid search. Activity intended to improve organic search rankings.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

JULY 31, 2013

Instead of creating your own, you need to identify when your business will appear (and should appear) in other people’s apps and optimize your presence there. You already have a significant potential presence in apps. Then, maybe, you can ask about building your own mobile app again. The comments are yours.

Mobile Marketing 100

Mobile Marketing Banner Ads Paid Search Agency Banners 100

Digital B2B Marketing

FEBRUARY 5, 2013

For example, what if you optimized your website content based on the average time spent on site? Marketers need their message to resonate with a significant portion of the audience. Focusing on an average value is often inappropriate for the majority of your audience.

Research 100

Research Advertising Benchmark Blast Campaigns Customer Surveys 100

Digital B2B Marketing

APRIL 7, 2011

Optimize towards broader reach and lower frequency placements, counter to both traditional marketing theory and research on online brand lift. You now have a campaign created for the minority that respond (by definition not a cross section of your target audience) and not optimized for its purpose : creating or changing brand perception.

Click Rate 100

Click Rate Demand Generation Agencies B2B Marketing Enterprise Management 100

Digital B2B Marketing

SEPTEMBER 19, 2013

In comparison, the average marketer, publishing 11 articles a month and receiving 2,500 pageviews per article, would expect approximately 330,000 pageviews a year, maybe 500,000 at the high-end as the program is optimized and content continues to earn distribution through the year. Conclusion.

Advertisements 100

Advertisements Advertising Research Distribution 100

Digital B2B Marketing

DECEMBER 8, 2011

Restrict Performance Based Buys Because retargeting is often one of the best performing tactics, performance based advertising buys (buys that either guarantee results or are optimized by the network provider based on results) often use retargeting without a specific lineitem.

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

JUNE 5, 2012

For example: Landing Page Testing: Google Website Optimizer , Unbounce. Today, particularly for B2B marketers focused on driving engagement online, tests are relatively simple to execute. There are a number of tools available that make testing in online marketing easier, cheaper, or both.

Opinions 100

Opinions Adwords Paid Search Agency Banners 100

Digital B2B Marketing

APRIL 6, 2011

Mind you, this was an event about social media and website optimization. It was the silence of Twitter. Half of the content was focused on how to use social media throughout the sales cycle and the increase in demand this drives.

Social Marketing 100

Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

FEBRUARY 27, 2013

Update promotional activity: Use a weekly check-in to add newly published content to your paid promotion, review the performance and optimize as needed. Publish your content: Publish two additional pieces of content every week and promote across personal and corporate social media accounts. Monthly Activities.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Campaigns Profiling 100

Digital B2B Marketing

MARCH 7, 2011

Although telecoms are busy marketing their own cloud offerings, will we also see them offer services optimized for providers like Amazon or Google? Telecom companies like Verizon, AT&T and Qwest are positioned to address infrastructure concerns. This could be an interesting play for the traditional telecoms providers.

Enterprise Management 100

Enterprise Management B2B Thought Leadership Marketing Management Thought Leadership 100

Digital B2B Marketing

MARCH 1, 2011

Step Three: Measure and Optimize Use the quality and the cost efficiency metrics together. Always use the top two boxes, which gives you a cost-efficiency and a quality metric. These metrics directly drive results for your campaign. They belong on your dashboard. Since you are not directly measuring sales, the quality measurement is critical.

Advertisements 100

Advertisements Advertising Planning B2B Thought Leadership 100

Digital B2B Marketing

JANUARY 6, 2015

In the drive for pageviews and social shares, marketers will run to clickbait in an attempt to “optimize” their program. And so, we’ve come full circle, back to the days when dot-bust companies touted eyeballs as the measure of their value. The drive to move faster (see #2) will just make the problem worse.

Planning 100

Planning B2B Marketing B2B Paid Search Agency 100