Sat.Mar 09, 2013 - Fri.Mar 15, 2013

Marketing Analytics: 3 steps to help Sales and Marketing improve productivity

B2B Lead Generation

Tweet According to MarketingSherpa’s just-released 2013 Analytics Benchmark Report , only 37% of respondents said they routinely used analytics for their marketing planning. It’s no wonder the highest priority for 66% is to do a better job of acting on data to improve marketing performance.

Is Personal Branding The Future Of Marketing?

Marketing Insider Group

I am truly honored and amazed at all the provocative, interesting and insightful points of views we have seen thus far on the Future of Marketing. In our last interview, Drew Davis offered guidance on how to move from branded content to a content brand.

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Social Media Usage by Engineers and Industrial Professionals

Industrial Marketing Today

Last week I downloaded and read the new research report, “Social Media Use in the Industrial Sector” published by IHS GlobalSpec. Some of the findings are consistent with their reports [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.]. Social Media Marketing Social Networking Google+ Industrial Marketing Lead generation LinkedIn videos YouTube

How B2B Companies Can Avoid Marketing on Lowest Price

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer B2B companies who systematically measure and monitor their customer engagement can lessen their dependence on lowest prices – and increase revenues and profitability.

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The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

B2B Marketing & Sales Insights from Lori Wizdo of Forrester Research

ViewPoint

I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. Lori is a senior analyst with extensive marketing, sales, and operation experience in the information systems and software industries. In our discussion, Lori shared key insights into the B2B buyer's journey as well as marketing and sales alignment. There's a lot of discussion in the marketplace about articles you've written, including "The Lead-Nurturing Payoff For The Tech Industry."

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3 Keys to an Effective Autoresponder Program

The Point

Studies show that responding to new sales leads promptly, literally within minutes, can have a dramatic impact on the rate at which those leads are qualified, and the speed at which they convert to opportunities and, ultimately, deals.

#SMX West 2013: Top Tips, Tools & Takeaways

KoMarketing Associates

This past week I headed out to SMX West for three full days of search marketing sessions and industry networking. As I’ve said before , SMX is a great conference for any search marketer, whether you’re B2B, B2C, in-house, new to the industry, or a search veteran. There are sessions for everyone and the information is invaluable. I attended somewhere around 12 sessions and wrote down enough information to write blog posts for days.

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Using Web Analytics and Search Marketing for Better Decision Making

Biznology

Google Analytics (Photo credit: Kansir). Yesterday, Rob Petersen, Tim Peter and I gave a Webinar on using analytics to make search marketing decisions. How is your search marketing working? Are you getting the results you want? Maybe you don’t even know how to measure results.

Custom Reports: Measuring Lead Generation Conversions with Google Analytics

NuSpark

Google Analytics, Conversions, and Marketing Measurement. Google Analytics is an amazing tool that can track all types of data related to website usage; from visitor metrics to content metrics and conversion metrics.

Win Sales Calls with Webinar Production

Speaker: Dawn Baron, President, Passion Profits Consulting, and Shelley Trout, Webinar Producer, Aggregage

As a B2B marketer in 2020, you are being asked to do a lot: brand building, create content, build position as thought leader, generate leads, create ongoing touchpoints with prospects, and ideally generate sales calls. And do all of this with limited resources and time in a crowded world that is fighting you for attention. That’s a big challenge, and we believe a key part of the answer to that challenge is the smart application of webinars for B2B audiences. If you have held back on doing webinars because of the level of effort, or if you want to up your webinar effectiveness, then you won’t want to miss this unique presentation with expert webinar producers Dawn Baron and Shelley Trout.

Small Business Content Marketing: When to Hire A Freelance Writer?

Writing on the Web

When should you hire a freelance writer for your blog or website? Most small businesses don’t realize how much writing goes into publishing (and updating) a website or blog. Yet the content on your website or blog is the key component of your content marketing strategy.

Simplifying Video Marketing: 5 Ideas To Get Started

Modern Marketing

by Christina Pappas | Tweet this. I don’t think anyone would dispute me when I say that content is a key piece of any successful marketing strategy.

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The intranet social garden and quantum mechanics

Biznology

Photo credit: Serolynne. In my last Biznology post, “Social business, the forest and the garden: Your intranet is not the Internet” , I wrote about why patterns that are so successful over the Internet often fail inside corporate firewalls.

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3 Reasons Online Customers Never Return

Buzz Marketing for Technology

Posted in Personalization. It doesn’t take a record-breaking holiday shopping season to realize that most online shoppers are vulnerable to the advances of competing online retailers.

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Key Trends in Marketing: Thought Leadership

Thought leadership is a highly effective marketing strategy that highlights an organization’s talent, experience and passion while answering the most pressing questions faced by its target audience.

Do You Want a Case Study or Just Feedback?

WriteSpark

A prime customer has just agreed to participate in a case study for your product--great news! But it can be tempting to turn what should be a focused case study interview call into an extended grilling of the customer for every bit of product feedback you can get.

3 Quick Tips For Increasing Response Rates With Gated Content

Modern Marketing

by contributor | Tweet this Today’s guest post comes courtesy of Seth Lieberman, CEO of SnapApp , a marketing platform used by companies to create interactive content to generate leads and drive revenue across the web, mobile, social and email.

Listening Online Isn’t A Lost Art, You Must Find It

Biznology

Photo credit: Wikipedia. If you are even a casual reader of my posts here at Biznology you will see that one of my hobbies is to observe what might called the “conventional wisdom” of the Internet space and then call b t on it if I think it’s a fair assessment.

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Email Deliverability Drives Revenue Part II

ANNUITAS

List hygiene. I know, it’s a very sexy topic, right? Well, get ready to dive in because list hygiene is an essential piece of your overall email deliverability strategy that will help drive revenue. As I explained in Part One of the Email Deliverability Drives Revenue post, it’s all about getting to the Inbox. When B2B marketers are successful in getting to the Inbox, the percentages of conversion increase and that means more revenue.

5 B2B Marketing Trends that You Can't Ignore in 2020

Speaker: Pam Didner, Marketing Consultant, Author and Speaker

Pam Didner, B2B tech marketing consultant, speaker, and author of Effective Sales Enablement and Global Content Marketing, will present the essential marketing trends you need to know in 2020. She'll discuss digital challenges that marketers commonly face and share actionable solutions and templates you can apply to your job in real-time.

Are Machines the Future of Marketing?

Digital B2B Marketing

The idea that someday the CEO or Head of Sales will click a few buttons to set objectives, budget and timing and a machine will create and execute a marketing plan seems pretty far-fetched.

Which Industries are Turning Cookies into Contacts? [CHART]

Modern Marketing

by Egan Cheung | Tweet this Marketers know that the key to growth is through generating new interest in their products and services from buyers who have never engaged with them before. In fact, that is one of the reasons that “reach” is such an important indicator of revenue potential.

Channel your exceptional SXSW social mojo all year long

Biznology

Most agencies identify with the saying, “the cobbler’s children always go barefoot” — except during SXSW when even the most frugal practitioner doffs their sack cloth and dons their dancing shoes and party hats — and I love it!

5 Things You Need to Run Effective Marketing Meetings

B2B Marketing Traction

I’m surprised by the number of organizations that do not run marketing meetings well, if at all. Marketing has long been considered a creative task, as opposed to a mission-critical operation in businesses.

Maximize Results Of Attending A Trade Show

Attending trade shows helps your business find new prospects and make connections. By downloading this white paper, you will learn how setting goals and adding pre-planning to every trade show and industry event you attend makes a considerable difference.

Do You Trust Your Content?

Digital B2B Marketing

Looking at most B2B marketing, the answer is clearly “no, you don’t.” ” You do not trust your content to tell your story, grow your audience or sell your solutions. Instead, you put your trust in your outbound marketing and sales process.

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When you don’t have time for an elevator pitch.

The Content Factor

A recent story entitled Five Lessons on Compelling Content from Australian Football from the Content Marketing Institute caught my attention. With an intriguing title like that I couldn’t resist. One of the lessons discussed was about the power of storytelling to attract and retain loyal fans. As the article points out: “Storytelling is at the heart of content marketing No matter the company or the communication goals, every brand has a story.

Engaging Employees to Share Corporate Social Media

Biznology

Photo credit: Fora do Eixo. Yesterday, Glenn Gaudet of GaggleAMP presented our latest Biznology® Webinar about how to amplify your corporate social media messages.

25 of the Best Web Presence Optimization Guides of 2012

Webbiquity

The past year has seen a steady flow of thoughtful articles and blog posts dealing with topics like the changing world of SEO, the convergence of search and social, the growing importance of PR in website rankings, the critical role content marketing plays in online visibility, the need to coordinate the efforts of various types on digital marketing experts…in short, about web presence optimization (WPO)–even if most of the authors don’t actually use that term. WPO is the overarching term and concept that these writers are searching for to describe the significant and undeniable changes that have taken place in the search landscape over the past 12-18 months. Backlinks still matter—but the quality of those links matters more than the quantity (indeed, sites can even be penalized for having too many spammy, low-quality backlinks pointing to them). PR, social media, and the production of fresh, high-quality content are vital for maximizing search engine visibility. Online advertising doesn’t directly affect organic search, but it is a vital component of online visibility and can support social and content marketing efforts. Whether they use the WPO term or not, the authors here deal with a range of compelling questions related to optimizing visibility on the web today, such as: what is “influencer marketing” and why does it matter? How is the role of social media evolving in online visibility? How are agencies and brands successfully integrating owned, earned and paid media efforts? How can you best manage a team of digital marketing professionals to coordinate and optimize overall efforts? You’ll find the answers to those questions and many more here in more than two dozen of the best WPO guides, tips, tactics and strategies of the past year. Influencer Marketing – What it is, and Why YOU Need to be Doing it by The Daily SEO Blog. Eric Enge notes that while quality content is a vital component to maximizing online visibility, “superior content is not enough. Unless the world gets to know about it your superior content will get you nowhere. You have to have a way to get the word out. This is where ‘Influencer Marketing’ comes into play. By definition, influencers reach a lot of people (often more than you do), and they have the ability to influence people’s opinions.” He then explains, in richly illustrated detail, how to identify the influencers in your market and persuade them to amplify your content. The Real Relationship between Social Media and SEO by SocialMouths. Writing that “Everybody knows social media and SEO are connected, but how?…Unfortunately, it’s hard to sort things out because the social-SEO relationship is becoming more intertwined (some would say, muddled) all the time,” (well, that’s why a sound WPO strategy is required, but anyway…) Brad Shorr first distinguishes between rankings (which are what your website gets) and overall display visibility (which includes ads, third party content about you, news, etc. and is much more important) then lists 10 action steps to focus “on social media activities that have SEO impact.” Why the future of marketing relies on social by iMedia Connection. Curtis Hougland reports that “The average shopper in 2011 used an incredible 10.4 sources of information to make a decision. Simply, there is no epicenter to your marketing any more — not the advertising, not the website, not the store, not the social channel.” He then explains how this insight requires a change in behavior in terms of how marketing teams approach brand, awareness, structure and channels. (It’s also a driving factor behind the WPO framework.). Brand Choreography Through Integrated Marketing Communications by Blue Focus Marketing. Observing that “the subject of Integrated Marketing Communications is hotter than ever It’s a source of competitive advantage. However, both planning and executing remain a challenge,” Mark Burgess outlines a strategy for what he terms “brand choreography,” essentially communicating a consistent brand message across multiple media channels. He concludes that “Marketers must explore new methods to leverage all elements of the communication mix—advertising, sales promotion, PR, direct marketing, search, Web, and social media—into a single, cohesive, holistic approach.” Which is WPO. Marketing Research Chart: Does your organization have an inbound strategy? by MarketingSherpa. Kaci Bower reports on MarketingSherpa research showing that “while three quarters of organizations think integration of SEO and social is essential,” less than half of marketers are integrating these tactics (much less content optimization, PR and SEM). But they should be: “the integration of these complementary tactics improves conversion rates. Our research showed a 59% improvement in conversion rates from organic search traffic for marketers who integrated social media and SEO, over those who did not.” SEM + SEO [PRESENTATION] by e-Strategy Trends. David Erickson shares a presentation from Performics detailing “the cumulative and powerful effect of combining search engine advertising and search engine optimization.” Among the findings presented: “Paid search ads increase clicks to your site, even if you have the #1 organic listing on the search results page,” and a unified web presence strategy will ultimately drive more traffic to a web site than doing organic or paid search alone—or, for that matter, with PR, social or industry marketing. How to integrate your paid, owned, and earned media by iMedia Connection. Noting that while “agencies recognize the importance of integrating these three media channels for marketing effectiveness…agency revenue models, particularly media agency models, are potentially threatened by integrating paid, owned, and earned media,” the awesome Rebecca Lieb explains how to get it done, including ensuring that the agency understands the importance of (WPO) metrics. Search in A World Of Converged Media by MediaPost Search Insider. Expanding a bit on Rebecca’s post (above), the brilliant Ryan DeShazer recommends that digital marketers take on the role of “orchestrators” of “all facets of digital and traditional marketing” (or in other words, web presence optimization ), and that they use thought leadership as a marketing communications hub. Search Critical in Brand-Building Strategies by eMarketer. “Search is where the audience can be found,” according to research from eMarketer, noting that 85% of U.S. internet users used search engines either daily or fairly often. Furthermore, “Brands need search—and not just paid ads and higher organic rankings—to help them achieve their overall marketing goals…(but) since search does not stand on its own, all brands should continually develop a broad range of destinations and content that take advantage of the keywords, key phrases and language the target audience uses.” In other words, WPO. Why social media agencies are a farce by iMedia Connection. ** 5 STARS. Writing that “When I first saw social media agencies starting to pop up all over the place, I started to wonder if there were ever fax marketing agencies. Was there a rush of ambitious entrepreneurs setting up shop to offer fax marketing services when fax machines were brand spankin’ new just because they knew how to use one?,” David Waterman brilliantly drives home the point that social media needs to be integrated into overall online marketing efforts. Though he doesn’t use the term WPO specifically, he does offer this succinct analysis in support of the WPO model : “For example, you can take any part of his statement, swap the order, and still be left with a valid statement: - SEO is part social media, audience development, part advertising, and part PR. - PR is part SEO, part audience development, part advertising, and part social media. - Audience development is part SEO, part social media, part advertising, and part PR. - Advertising is part SEO, part audience development, part social media, and part PR.” Top Inbound Marketing Activities For SEO [CHART] by e-Strategy Trends. David Erickson (again) presents some interesting data on how SEO pros handle inbound marketing. Of the top 10 activities, only a few are “traditional SEO” tasks; the others are focused on social media, analytics, competitive analysis, and content development. As the lines between different specialties continue to blur, silos will have to be eliminated in favor of coordinated efforts. The Search Power of Brand by SEO Book. Contending that “Having a clear identity (brand) makes you memorable. People will remember your site name. People will search for your site name. And when enough people do that, then there is little chance Google can ever drop you below number #1 for brand searches. If you get it right, Google will even rank you against relevant related keywords you aren’t targeting,” Peter Da Vanzo argues that building a strong brand online is as important for SEO (and web presence more broadly) as traditional generic keyword optimization techniques. He concludes that “SEO, and wider marketing and brand strategy, will all meld together,” which is a pretty good description of WPO strategy. Why PR Should Not Own SEO (Nor Social Media or Content Marketing) by Social Marketing Forum. Observing that “Since Google’s Panda and Penguin updates, social interaction and relevant content have become more important for search engine optimization (SEO) than ever before. Social media, content marketing and search (SEO and SEA) must be integrated,” the insightful J-P De Clerck concludes that “No channel or tactic should be isolated and no department should own a tactic.” Indeed! The different disciplines need to be unified under a comprehensive approach to web presence. Investing in SEO: Marketers Do More SEO than They Think by iMedia Connection. Krista LaRiviere, CEO of web presence optimization software vendor gShift Labs, offers some excellent guidance on creating a content marketing strategy that incorporates content development, SEO, social media, PR, video, email marketing and paid search in an integrated fashion. She also shares some slightly misleading numbers, claiming that “94% of searchers click through on organic search results, and that the top three positions in Google earn 61% of the clicks” while just 6% of clicks are on paid search results (ads). While this is true for the universe of all search results, for commercial searches (that is, those searches where a user is looking for information about a product or service in support of a buying decision), clicks on paid results are significantly higher. Content Optimization Beyond Search [INFOGRAPHIC] by eStrategy Trends. David Erickson (yet again) presents a fascinating infographic on, as the title implies, the importance of optimizing content beyond search. While search is still vital, web users are increasing discovering content througn social networks and social sharing (and search engines are increasingly considering social signals in rankings), meaning that – content needs to be compelling and optimized (and promoted) in channels beyond search. SEO, Social and Content Marketing in Top Demand by eMarketer. Research from eMarketer shows that nearly a quarter of marketers spend time on content marketing, social media and SEO on a daily basis, and that “over two-thirds of online marketers worldwide generated short-form content assets such as blog posts, social media updates, articles and guides—all of which are used in SEO, social media and content marketing.” We’d add that combining these tactics is even more effective when done by a team focusing on coordinated WPO objectives. Five Ways to Maximize your Digital Marketing Team by Digital Marketing Suite. Jani Rayner offers tips to “get the best from digital teams,” such as encouraging “the Display, Social and Search teams to work closely together – you will be surprised (or perhaps not) how often this doesn’t happen,” and scheduling regular monthly report[[link]. 5 Killer SEO Insights from Analyzing a Billion Dollars in AdWords Spend by The Daily DEO Blog. ** 5 STARS. WordStream founder and CTO Larry Kim, slumming on an SEOmoz blog, presents five key insights gained from analyzing an enormous quantity of SEM data, including the average cost of keyword clicks by industry (in the b2b technology realm where we dwell, it ranges from $1.11 to $1.67), to the phenomenal growth in paid search clicks (driven by Google utilizing more screen real estate for these) to demonstrating how the Google display network is effective and complementary to organic SEO efforts. As with WPO, it all works together. Go Alexa Pro and improve your SEO by WordPress Hosting SEO. Berrie Pelser showcases an infographic from Michelle Shaeffer detailing how she took her blog to a top 100K rank on Alexa using social media, guest blogging, article marketing, news releases…in other words (without quite using the words), through web presence optimization. Search Marketing: Time To Re-engineer by MediaPost Marketing Daily. Contending that “Long the afterthought of the digital marketing tool kit, ‘search’ is emerging as a nexus between consumer behavior and real-time data. In fact…search must be viewed as a strategic imperative in today’s convergent marketplace…But in order for search to be truly effective, the way we approach it must evolve,” Sargi Mann outlines three key areas that must be addressed and warns against slipping into “turf wars” of disconnected areas of expertise. 6 Small Business Marketing Trends for 2013 by Masterful Marketing. The insightful Debra Murphy outlines six key trends that will affect small business online visibility in 2013, including content marketing, mobile support, and most importantly, “Web presence optimization is the future…(it) helps you consistently increase the digital footprint for your business. Expanding your presence onto the proper social media sites creates more visibility for your brand, enables you to network with people online in addition to offline, and attracts your ideal client through useful information and tools that help them solve a specific problem.” SEO – Content | Confusion | Clarity by Search Engine Watch. Andy Betts writes that SEO professionals are no longer just tactical implementers, or strategic thinkers, or content marketers, but all of those plus being “holistic and integrated digital marketer(s).” He details the changes forced by Google’s Panda and Penguin updates, comments on the convergence of paid/earned/owned media, and muses about the importance of content production and distribution in this excellent post. It’s Still the Wild West for Digital Marketers. Get Excited. by BuzzStream Blog. Dan Tynski discuss recent changes to the search markeing landscape and concludes that “If you consider yourself an just an SEO, it is probably time to shift your perspective. Ranking well in Google has become much much more than it was in years past where typical SEO tactics alone could lead you or your clients to success. This new era requires that you become a digital content and online PR expert.” Or perhaps a maestro of web presence optimization, coordinating the efforts of all of the different experts involved in online presence (PR, SEO, content development, social media, PPC) to maximize total online visibility for a company or brand. Seven Principles to Building an Online Reputation by Spin Sucks. PR expert and author Gini Dietrich shares a presentation and guidance on building an online reputation. Among her key principles: create engaging and valuable content; build a community (“you don’t have a community until people begin talking to one another without the help of the blog’s author”); and comment on other content (her example proves that you never know where this may lead). Breakdown Of A Person’s Google Results by The Backup List. Though WPO and online reputation management are commonly thought and written about in terms of companies and brands, the same principles apply to an individual’s online presence. Here, Mark Hayes shares an infographic detailing “how people look in Google,” from key points to know (such as that one billion individual names are searched on Google each day, but only half of people own the top result for their own name) to how to make your individual online presence more positive. Search Engine Optimization (SEO) Social Media Marketing Web Presence Optimization Andy Betts Berrie Pelser Brad Shorr content marketin convergence of search and social Curtis Hougland Dan Tynski David Erickson David Waterman Debra Murphy Eric Enge Gini Dietrich J-P De Clerck Jani Rayner Kaci Bower Krista LaRiviere Larry Kim Mark Burgess Mark Hayes online reputation management owned earned paid media Peter Da Vanzo Rebecca Lieb Ryan DeShazer Sargi Mann WPO

Why and How to Dominate Google's Featured Snippets

Speaker: Kathleen Booth, VP of Marketing at Prevailion

Until recently, getting to position #1 on the search engine results pages (SERPs) was the holy grail of digital marketing. Now, Google has introduced featured snippets - effectively creating a “position zero.” Through real-world examples and case studies, learn why owning the featured snippet is so important, how to dominate position zero, and what impact it will have on your traffic and leads as the future of search continues to evolve.

How to Get the Most from Social and Behavioral Data: Webinar, March 19

Customer Experience Matrix

Raab Associates has been gradually relocating from New York to Pennsylvania over the past two weeks. I won’t subject you to a post like “what B2B marketers can learn from moving companies”, which is one of my least favorite ploys for repackaging old advice in a “fun” format.

Do You Want a Case Study or Just Feedback?

WriteSpark

A prime customer has just agreed to participate in a case study for your product--great news! But it can be tempting to turn what should be a focused case study interview call into an extended grilling of the customer for every bit of product feedback you can get. That's a mistake for two reasons: The customer may lose patience with the process and back-out of the case study.

Measuring Hospital Quality with Social Media

Fathom

After seeing all the talk at last week’s HIMSS (Healthcare Information and Management Systems Society) conference about data, I paid particular attention to a study my colleague found last month from the American Journal of Medical Quality (via iHealthBeat).