[Google, Process] How to Structure your Market Development Funds for Digital Marketing
    In 2011, Google introduced the ZMOT (Zero Moment of Truth), which describes… A revolution in the way consumers search for information online and make decisions about brands. Jim Lecinski, Google, Vice President, Americas Customers Solutions. The following key elements for structuring MDF in the digital world will help bring clarity to a complex environment, while create unforeseen opportunities in the process.
    [Google, Process] A 5-Point Checklist for Writing SEO Content
    From there, plug in your theme (we focused on “content marketing” in the above example) to a keyword research tool to see what types of related queries have volume. This is why it’s critically important to do your research before creating a piece of content. In the above example, I’ve searched Google for “digital content marketing.” Often times, Google and other search engines will display results that all follow a similar format.
    [Google, Process] Technical vs. Engagement SEO: The What, Why, and How of Modern SEO
    It worked for a time, but it was all about technical prowess to manipulate Google’s systems. Those days are over—and good riddance—because Google has gone to great lengths to interpret user queries, monitor engagement with SERPs, and decipher online content, all to provide the best answers at the top of search results. Google’s algorithms are extremely sophisticated, which means it’s time for a new framework for SEO.
  • HUBSPOT  |  TUESDAY, JULY 18, 2017
    [Google, Process] Marketers: This Is Why We Can’t Have Nice Things
    They reduced the noise and took control of their own purchase process. Much of that process began not with the company but on Google, where a buyer would do all the independent research they needed before making a decision. This creates a more organized site architecture that’s easier for Google to crawl and index and signals our authority on a subject, rather than a bunch of long-tail keyword variations. Some were interactive and meticulously researched.
    [Google, Process] Top 5 Inbound Marketing Trends of 2017
    As a result, more businesses are starting to use AI to automate their marketing processes based on actionable insights gained from those analytics. In 2015, Google announced that 50% of search queries were happening from mobile devices. As users bounce between mobile and desktop devices to research and make purchases, marketers who provide a seamless cross-channel and cross-device experience will be rewarded with higher revenues.
  • HUBSPOT  |  THURSDAY, JULY 13, 2017
    [Google, Process] How to Write a Video Script [Template + Video]
    When you’re three-quarters of the way through the editing process, and your boss or colleague wants to completely redo that whole shot where you demonstrate how your product solves a problem, that's a huge problem -- for you. You can easily create a brief in Google Docs to serve as a living, breathing template that you revise over time -- and that your team can collaborate on. Writing a script is not the same as writing a college paper or marketing research report.
  • HUBSPOT  |  THURSDAY, JULY 13, 2017
    [Google, Process] How to Do ABM Without Selling Your Soul
    Use tactics like cold email and calls, direct mail, and live events to engage the key stakeholders at those accounts that you found in your research. It almost feels as though it's in there just to prove that the sender took the time to Google us. While, in the end, it’s the people that make the buying decisions, their company dynamics play a big role in the purchasing process. Consideration Stage: The buyer defines their problem and researches options to solve it.
    [Google, Process] Ask a Content Strategist: How Do You Create Data-Driven Content?
    In the simplest form, raw data that you have about your audience—think audience demographics, persona research, and first-and-third party data about what content they like to consume or tends to drive sales—should translate to insights. This process is crucial. Ask them to take 15 minutes to fill out a Google form and record the questions they hear the most, and hold meetings to get their perspective. (We
  • SNAPAPP  |  TUESDAY, JULY 11, 2017
    [Google, Process] ?What Is the Modern B2B Buying Process?
    I touched on some important stats in my recent article on understanding the modern B2B sales process – and I want to bring some of those back into the light, here, because they’re important for marketers seeking to understand buyers’ mindsets. . Research conducted by HubSpot made it clear that salespeople are no dummies. Interestingly, 22% found that buyers today are actually more reliant on salespeople during their decision-making process. .
    [Google, Process] Influencer marketing grows up
    Five years later, I jumped at the chance to help Traackr , a frontrunner in the influence measurement space, to create a new piece of research aimed at determining the state of the art of the field from a B2B perspective. Resources mentioned in the podcast episode: New free research report on B2B influencer marketing courtesy of Traackr. And Typform integrates with your favorite tools including Google Sheets, MailChimp, Airtable, and hundreds more. By Mark Schaefer.
  • HUBSPOT  |  TUESDAY, JULY 11, 2017
    [Google, Process] How Takeout Improved Our Candidate Experience: A HubSpot Experiment
    But texting hasn't played a role in HubSpot's recruiting and hiring process since its earliest days, when developer recruiting was essentially managed on one VP's smart phone. Eleven years later, whether or not a candidate receives or accepts an offer to work at HubSpot at the end of her interview process, we want her to enjoy their time with us. The Process. My recruiter, Noah, has done an absolutely amazing job throughout the process.
  • NUSPARK  |  FRIDAY, JULY 7, 2017
    [Google, Process] How to Build Remarkable B2B Influence Online by Guest Blogging Successfully
    If you do your research well, the blogs on which you post are already attracting the audience you hunger for. When you include a link back to your site in an article you publish on a high authority blog, Google notices. While there may not be many blogs that focus that narrowly, it’s worth putting the keywords in Google to see what comes up. I know, easier said than done, but there is a process you can follow to ensure your posts go beyond plain vanilla.
  • PUREB2B  |  TUESDAY, JULY 4, 2017
    [Google, Process] Where’s Mobile Marketing Headed in 2017?
    As a B2B marketer, processes like payment terms, shipment terms, and product details should all be accessible through your m-commerce application. Certain platforms such as Facebook and Google have introduced different advertising features for engagement, lead generation , and conversion. 93% of customers who have done the product or service research through their smartphone eventually complete the transaction in a physical store.
  • BIZNOLOGY  |  MONDAY, JUNE 26, 2017
    [Google, Process] Can content written for print position well in Google?
    Print content can easily be optimized for Google –it just needs to be built into the process. Yes, you still see evidence of key phrase-stuffing, despite Google’s best efforts to make it go away. But the content that typically positions in Google (and gets links and social shares) is well-written, semantically-rich, and authoritative. Plus, Google specifically goes after keyword-stuffing. Yes, key phrase research is an extra step.
  • NUSPARK  |  FRIDAY, JUNE 23, 2017
    [Google, Process] Facebook for Lead Generation: An Overview of Lead Ads
    If you’re able to gather user data from B2B prospects who have already converted, you can discern which designs worked well previously and use that to guide your development process. If it’s your first rodeo, use a tool like Google Trends to get a sense of what’s in and what’s not with your target audience, and match your creative elements to your personas. Facebook’s foray into Lead Ads has been around for 18 months now, but new developments occur frequently.
    [Google, Process] Behind the scenes at VerticalResponse: Building Landing Pages to help businesses build revenue
    Then we start the process all over again. How did customer feedback shape your process? So I researched what is offered in the landing page space, and I built a bunch of them to see how they worked and what could be improved. What is the testing process like for a feature such as Landing Pages? Additionally, customers can customize SEO settings like page title, description and keywords to maximize their relevance on search engines like Google.
    [Google, Process] The Importance of a Content-Driven Website in the Age of Value-Based Care
    With the Internet changing the way patients process and consume content, hospitals have an unprecedented opportunity to make a valuable impact on their patients’ outcomes and experiences through the strategic use of content. A Google Think survey revealed that a full 76 percent of patients begin their health care research on hospital websites. The content-driven website is painfully rare in the world of hospitals.
  • HUBSPOT  |  THURSDAY, JUNE 22, 2017
    [Google, Process] What We Learned From Spending $100k On Facebook Ads
    Here's what we ended up learning from that process, wrinkles and all. Second, and more importantly, we committed to a new process for our creative. The side benefit of this process is that we've tested so many ad variants that we now have a repository of "winning variants" that we can quickly call out of retirement if our CPAs rise. We used a combination of Facebook Ads, Google Analytics, Mixpanel, and Salesforce data.
  • SNAPAPP  |  WEDNESDAY, JUNE 14, 2017
    [Google, Process] 17 Great Microsite Examples for Driving Buyer Interest
    Google Glass Experiment. Google wanted to find out, and this microsite takes you on a tour of their findings. . This cross-platform experience combined mobile devices, Google Glass, and an interactive web platform to create a game for sports lovers and players alike. From Google Glass, you could start your race, invite friends, and track your success. Like everything Google does, they took this microsite to the extreme.
    [Google, Process] How to Create an Infographic From Start to Finish in 5 Steps
    Additionally, a well-thought-out graphic will show your audience that your brand is an expert on the topic at hand due to the amount of research and knowledge that’s required to make it all come together. Tools like Google Analytics , Google Search Console , and BuzzSumo are some of our favorites. BuzzSumo is especially useful in this process, as it allows you to view the top-shared content across the industry as a whole, or more specifically, by a competitor.
    [Google, Process] Achieving escape velocity: The content discovery challenge
    The application allows users to build out their entire marketing strategy from one master calendar, collaborate with their teams, and streamline their entire execution process in one place. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers, and outreach, content research and planning, and competitor research. It is an indispensable application for content research, analysis and SEO. By Mark Schaefer.
  • HUBSPOT  |  FRIDAY, JUNE 9, 2017
    [Google, Process] Google Strikes Another Blow to Intrusive Ads: Here's What You Need to Know
    Google knows that -- and now, it wants to prevent that from happening to Chrome users. Last Monday, Google announced that it would further crack down on websites that feature intrusive ads like these. Below, we’ve broken down what marketers need to know about these new guidelines (spoiler alert: Google isn’t doing away with ads altogether), and what you can do to prepare for their rollout. What's New in Google Ad Blocking. as well as those on desktop: Source: Google.
    [Google, Process] Why Companies Are Failing to Grasp the Digital Customer Experience
    Customer experience—specifically digital customer experience—plays a central role in just about every major research report published recently. According to research by McKinsey, “for every 10-percentage-point uptick in customer satisfaction, any company … can increase revenues by 2 to 3 percent.” Despite all the attention, research from firms like Accenture don’t paint a pretty picture. Brands Amazon customer experience Google ibm McKinsey sales
  • SNAPAPP  |  TUESDAY, JUNE 6, 2017
    [Google, Process] Understanding the Modern B2B Sales Process
    Salespeople and buyers have a new relationship with one another, and it has directly impacted the sales process. . What is a sales process? . A sales process is a set of predictable, repeatable steps that a salesperson takes with a prospect to move them down the sales funnel to become a customer. . Sales Processes: A History. So the B2B sales process often looked a bit like this: Prospecting. The Modern B2B Sales Process.
  • SNAPAPP  |  FRIDAY, JUNE 2, 2017
    [Google, Process] 101 Ridiculously Effective Ways to Use Interactive Content in Your Marketing Today
    Think Google maps but with your own design and branding. Make a hybrid infographic and assessment/ calculator that presents research statistics and persuasive ideas like an infographic, but allows these figures to be applied to the individual user. Build an interactive checklist about a specific process or subject related to the industry. Offer an evaluation assessment based on your customer’s own company or team processes.
  • HUBSPOT  |  WEDNESDAY, MAY 31, 2017
    [Google, Process] YouTube SEO: How to Optimize Videos for YouTube Search
    Research conducted by Backlinko found that videos with an exact keyword match in the title have a slight advantage over those that don’t. First things first: According to Google , the official character limit for YouTube video descriptions is 1,000 characters. That said, Backlinko's research also found no correlation between descriptions that were optimized for a certain keyword and the rankings for that term. Source: Google.
  • HUBSPOT  |  WEDNESDAY, MAY 31, 2017
    [Google, Process] May Social Media News: The Fight Over the Disappearing Message Continues
    invested heavily in research and development, and increased its engineer headcount by 260%. Either way, it looks like Google Hangouts and FaceTime on the News Feed: 9) Facebook inked a deal with Major League Baseball to livestream games. In response to growing backlash against the lack of oversight over Facebook Live videos depicting violent crimes, Facebook announced it would start the process of hiring 3,000 people specifically to monitor live video content.
  • ACT-ON  |  WEDNESDAY, MAY 31, 2017
    [Google, Process] The Importance of Personalization in the B2B Buying Journey
    Imagine you’re a marketer about to begin researching a new martech solution for your organization. Now imagine that after visiting one vendor’s homepage — in the process of simply gathering information — you’re immediately hit with a message that says, “Fill out this form to speak to one of our salespeople!”. To get started, you’ll need to assess whether this type of solution is something you could benefit from, and then decide which options on the market fit your current needs.
  • ACT-ON  |  MONDAY, MAY 29, 2017
    [Google, Process] 4 Strategies for Reestablishing Your Website’s Lead-Gen Magnetism
    With the majority of buyers in full control of their own buying process, much of their research is done – and their minds made up – long before they invite you to take a seat. Forrester reports that typical buyers are 70 to 90 percent of the way through the buying process before they ever agree to engage with a sales person.). Free tools such as Google AdWords Keyword Planner , Google Trends , and Microsoft Advertising Intelligence are good places to start.
    [Google, Process] Effective Marketing Strategies for B2B Companies
    In a 2016 DemandGen Report, it was found that 51% of B2B buyers rely on content to research their purchasing decisions. In addition, 73% of respondents from the report said they looked at a case study while doing their research, and 96% of respondents said they wanted content that contained more input from industry thought leaders. Eighty-one percent of B2B decision makers will go on online communities and blogs to assist in their purchasing decision process.
  • HUBSPOT  |  WEDNESDAY, MAY 24, 2017
    [Google, Process] 6 AI Startups We're Keeping an Eye On
    At the most recent Google I/O , an entire suite of new AI-related product features were unveiled. And as research from CB Insights indicates, in 2016, over 500 AI startups raised roughly $5 billion in funding. New-York-based UiPath is known best for its robotic process automation (RPA) technology -- the kind that helps to automate what can become tedious business tasks, like data entry. The other day, I was airing some grievances to a friend.
  • CONTENTLY  |  TUESDAY, MAY 23, 2017
    [Google, Process] Understanding the Artificial Intelligence Hype Cycle, in 5 Stats
    At last week’s Google I/O conference, a few choice terms came up repeatedly. I have been counting occurrences of the phrase “now, we use machine learning” here at Google IO and I got to 70 trillion. Google is using AI to improve just about every realm of its vast technology empire. On Android, for example, the company announced an update to its virtual assistant with futuristic features like Google Lens, which can “read” photos in real time.
  • HUBSPOT  |  TUESDAY, MAY 23, 2017
    [Google, Process] 9 Reasons Your Marketing Agency's Retainers Aren't Bigger
    Google Analytics, Moz, and Constant Contact were really the only well-known tools. When I joined HubSpot in 2007, web content management systems were still pretty new and HubSpot was really just a blogging platform with some keyword research tools and a form builder built into it. Not process. Not only does our efficiency allow us to beat the competition on price, but we're continuously investing in our processes and systems around this type of work.".
  • HUBSPOT  |  MONDAY, MAY 22, 2017
    [Google, Process] 10 Job Interview Questions to Stop Asking Candidates
    I diligently research the company and my interviewers, pore over Glassdoor interview questions, and print out copies of my resume and portfolio. A quick Google Search for job interview questions brings up some of the most common asks you might have already answered 20 times over the course of your career. Instead, try these alternatives that might give you more helpful information about the candidate -- without making them feel awkward in the process.
  • HUBSPOT  |  FRIDAY, MAY 19, 2017
    [Google, Process] 9 of the Biggest Google I/O Keynote Announcements
    Each year, bonafide tech geeks and enthusiasts gather or tune in for one of the biggest events of the year: Google I/O, the search giant’s annual developer conference. It’s a learning opportunity for many, with sessions and talks creating what Google describes as “an immersive experience focused on exploring the next generation of tech.”. And each month, we’ll continue to bring you a digest of what big Google news you may have missed. 1) Google Lens. Source: Google.
  • FATHOM  |  THURSDAY, MAY 18, 2017
    [Google, Process] SEO Strategy: Your Approach to SEO is Broken
    Fun fact: Google changes its search algorithm upwards of 500 times a year. If you really want to have some fun, check out the Google Algorithm Change History Tracker provided by SEO Moz. From the launch of the Google Toolbar thru Panda and Penguin updates to Mobilegeddon and Interstitial Penalties, this timeline shows just how much the search experience has changed over the last 18 years. It’s Search Engine Optimization, Not Google Optimization.
  • HUBSPOT  |  TUESDAY, MAY 16, 2017
    [Google, Process] How to Leverage Social Intent Data in Your Next Nurturing Campaign
    Research shows that the number one reason users unsubscribe from email lists is because they get too many emails in general , not necessarily because they don't like the content. Intent-based marketing is a methodology of listening to signals that show a prospect is researching a specific topic or problem area so you can send the right message at the right time. You can start this process by gathering intent data from the broader web. 1) Start With Social Keyword Research.
    [Google, Process] Personal Branding Strategy: A Roadmap for Professionals, Experts and Executives
    A few years ago, Hinge embarked on a research project to learn all we could about these industry stars (we call them Visible Experts®). Our researchers interviewed over 1,000 Visible Experts and buyers of their services to figure out what was going on and exactly what they did to develop and market their personal brands. But if you focus on the process of getting there — taking one small step at a time — you’ll find yourself looking down with amazement at the world you left behind.
  • KEO MARKETING  |  MONDAY, MAY 15, 2017
    [Google, Process] Trends in B2B Marketing Strategy for 2017
    There are always new methods for reaching customers utilizing different means of technology to pursue and speed up the marketing process while cutting back on resources, time, and energy. Mobile is quickly becoming the platform of choice for people who want to access the internet and do research online, even in the B2B world. Additionally, 42% of B2B researchers will utilize a mobile device during their purchasing process. Marketing is constantly changing.
  • CONTENTLY  |  THURSDAY, MAY 11, 2017
    [Google, Process] 3 Ways to Avoid Churning Out Average Blog Posts
    I recently read a blog post from an agency that discussed the power of Bing Ads, reminding the audience that pay-per-click content isn’t purely limited to Google AdWords. A quick Google (or Bing!) In this case, it appears the author was tasked to write something about Bing ads and simply jumped on the first piece of research that appeared, without thinking to look for anything more current. Brands Voices Bing blogs data Google Search seo
    [Google, Process] How Data is Democratizing Growth and Driving Disruption
    Once the problem of sourcing high-quality data has been resolved, the focus can shift to embedding data effectively in sales and marketing processes. Embedding data deeply into sales processes and systems can result in new opportunities, greater value from sales and marketing technology investments, and market share captured from some of the biggest names in business. Launching and growing a business has never been easy, but it used to be a lot harder.
    [Google, Process] Baidu PPC Versus Google AdWords: 8 Key Differences
    B2B marketers familiar with search engine advertising on Google AdWords will likely find it easier to understand Baidu PPC. However there are key differences between Baidu PPC and Google AdWords as well. To create an AdWords account, a Gmail account and credit card are enough, and the whole process can be done in minutes. The whole process can take one to two months. For businesses with substantial paid search budgets, Google AdWords allows for monthly invoicing.
    [Google, Process] The 12 Best Special-Purpose Business Software Tools
    But there’s virtually no business process, no matter how narrow, that can’t be improved by technology—as demonstrated by the tools here. Here are a dozen tools worth evaluating that cover business functions ranging from the common—word processing, spreadsheets, and business operations—to specific processes such as accepting online payments, shipping, package tracking, online fax and document management, copyright protection, and crowdfunding. 3) Google Docs.
    [Google, Process] How to bootstrap your influencer marketing program
    Influencers shortcut the process to consumer trust. Run a few Google searches for “top [type of influencer] in the [name of industry].” Be sure to conduct enough research. Because an expert team has already been through the process, they know exactly which pitfalls to avoid and how to streamline efforts for generating a great return on investment.
    [Google, Process] Why purpose matters to marketing: growth, revenue, and profit
    Here’s why: According to research, curated by Mack Fogelson, consider the following: 73% of people care about the company, not just the product when making a purchase. All of those layers have brought us to where we are now which is primarily teaching companies how to use these concepts, frameworks, and the processes that we’ve tested and know really work to grow their companies. Does your purpose currently impact your marketing, revenue growth, and profit? If not, it should.
    [Google, Process] The Eight Best Online Tools for Sales Professionals
    According to research from IDC , over 40% of all marketing materials aren’t used by sales teams. Google Review Count: 233. Google Review Count: 162. Sample review: “These top sales tools will help you grow…(use) ToutApp for automating and scaling your lead nurturing and sales processes.” Google Review Count: 158. Google Review Count: 138. Google Review Count: 131. Google Review Count: 71. Google Review Count: 63.
  • ACT-ON  |  MONDAY, MAY 8, 2017
    [Google, Process] Optimize Your Content for Inbound Marketing: Part 1
    Hell hath no fury like a Google scorned.). Consider these data on how we use search: 93% of the time before we make any type of purchase – from apparel to appliances to automobiles – we use a search engine to do our research. The Tao of Google: (aka Ignorance is Not Bliss). To be clear, Google is not the only fish in the sea, particularly internationally. An Aside: Google makes between 500-600 algorithmic changes each year.
    [Google, Process] 9 Questions SEO’s Should Ask In B2B Buyer Persona Development
    For example, recent research suggests that marketers may want to shift to shorter pieces of content to reel in B2B buyers. B2B buyer personas become critical in connecting the dots of this process. Tony Zambito : “We define buyer personas as the process of not only developing archetypal representations of buyers, but also the process of gathering insights, developing buyer scenarios, tapping into mental models, and mapping to the buying process.” ( source ).
    [Google, Process] Is there a place for chatbots in B2B?
    Google defines a chatbot as “ a computer program designed to simulate conversation with human users, especially over the Internet”. Advances in AI, machine learning, natural language processing and enhanced computer processing power have enabled developers to build better chatbots. HubSpot has connected a variety of marketing systems (like HubSpot, Google Analytics and others) to provide quick, easy access to information and services.
  • BIZNOLOGY  |  TUESDAY, MAY 2, 2017
    [Google, Process] Earned-media micro-influencer marketing primer
    These partnerships can include multi-year contracts which are getting tighter and more exclusive the more these same influencers are being dropped by advertisers such as YouTube , Google AdWords , and Instagram. If we made a notation that one particular influencer had exceptional celebrity appeal or a notable Klout score, then Kaylyn would send something extra special, like a box with an extra large bottle of their cold-processed, alkaline, organic coconut oil.
    [Google, Process] Social Selling: Aligning Your Sales and Marketing For The Modern Buyer
    It's not a replacement for your sales process - it's additive. Buyers have more power —more tools, more information, more at stake, and more control over the sales process than at any time in history. And sellers are coming face to face with a brutal truth: what once gave salespeople a competitive edge like controlling the sales process, product information, and a great pitch—are no longer guarantees of success. Are you wondering what social selling is and if it works?
    [Google, Process] The 11 Best Content Marketing, SMO, and Marketing Performance Management Tools
    Google Review Count: 175. A marketing intelligence tool that combines SEO features (such as keyword rank tracking and keyword research) with marketing channel tracking (search, email, social media, mobile, and paid) and competitive analysis. Google Review Count: 123. Google Review Count: 21. Google Review Count: 15. Google Review Count: 173. Google Review Count: 170. Google Review Count: 166. Google Review Count: 159.
  • HUBSPOT  |  MONDAY, MAY 1, 2017
    [Google, Process] These 7 Brands Take Personalized Marketing to a New Level
    I outline the story in our Content Optimization System (COS), copy and paste it into a Google doc, find a good photo to accompany it, do research, write, proofread, and carry it back over to our COS. Those habits aren’t just limited to my writing process. The article details exactly what that information and accompanying process look like, and why psychology makes it easier for marketers to customize the messages they send us.
    [Google, Process] Top 5 Demand Generation Strategies
    Demand generation is a critical part of the sales process. It is the first step in the sales cycle, so a shortage of qualified prospects will affect the entire process and negatively impact revenue. Research repeatedly shows that an email marketing campaign always has a better return-on-investment (ROI) than any other method of digital marketing. However, being listed on the first page of Google’s results is a lot more difficult today than it was just a few years ago.
  • HUBSPOT  |  FRIDAY, APRIL 28, 2017
    [Google, Process] 9 Link Building Email Outreach Templates That Actually Work
    Link building is the process of obtaining those inbound links. The first step of your outreach process should always be researching publications and specific people who might be interested in your content. I work over at SocialWorld, where we conduct market research and collect data for social media analysts and experts. Demonstrate that you know what you're talking about by doing your research before you press "send."
  • FATHOM  |  THURSDAY, APRIL 27, 2017
    [Google, Process] How to Use Stories to Bring Your B2B Content Strategy to Life
    Throughout the research and consideration phase of your audience’s customer journey, they will be looking at what resources you have available to assess your abilities. What information are you looking for when you conduct Google searches? How are you feeling when you are researching companies? This process can provide the framework for a content strategy that truly speaks to your audience’s experiences.
    [Google, Process] How Panasas Does ABM with Terminus Account-Based Advertising & 6sense Predictive Intelligence
    There are three things you need to know about Aditi Karandikar , Director of Demand Generation and Marketing Ops at Panasas : She is on the cutting edge of B2B marketing process and technology, including account-based and lead-based marketing. From a process standpoint, all our sales executives are free to pursue “whales” in their territories — the wish list of ten to 15 accounts they wanted to closing.
    [Google, Process] Myth Busters: 3 Sales Intelligence Assumptions Dispelled
    Most of these myths lump all data providers together, failing to distinguish between bargain contact lists and verified data intelligence services: Think Netscape vs. Google Chrome. When all’s said and done, quality lists lead to a 50% reduction in research time. But human verification is necessary, as demonstrated by the amount of time salespeople spend researching prospects. What is the refresh process like?
  • HUBSPOT  |  TUESDAY, APRIL 25, 2017
    [Google, Process] How We Grew Our Organic Traffic by 43% Without Publishing a Single New Blog Post
    This led to a number of content successes, like ranking in the top 5 on Google for the search term "job board" , but after a while, this growth started to tail off. We gamify the process by assigning points to different types of promotional activities. After being live for 10 months on our blog, it never cracked the top 10 for Google search results for any high value set of keywords. Today I’m going to show you how we boosted our organic traffic by 43% over a 3 month period.
  • ACT-ON  |  TUESDAY, APRIL 25, 2017
    [Google, Process] The Benefits of Retargeting for B2B
    Specifically, we’ll talk about the Google Ad Platform and Facebook in relation to this important marketing tactic. Rachel: To me retargeting is all about extending your brand’s message across digital channels and making sure you stay top of mind in their consideration process. Rachel: We use retargeting in sort of a tier approach – we leverage the Google Ad Platform to retarget anyone who has viewed our website but might not yet be a known prospect in our database.
  • HUBSPOT  |  MONDAY, APRIL 24, 2017
    [Google, Process] 8 How-To Videos We Love (and Why)
    But these searches aren’t all happening on Google. According to Think With Google , how-to searches are increasing 70% year-over-year on YouTube, and more than 100 million hours of how-to videos were watched in North America alone in recent years. Stewart and her guests make jokes about how hard it is to fold the sheet -- Stewart even joking that her inability to do so led to her divorce -- and they show the viewer how easy it is to get tripped up in the process.
  • BIZNOLOGY  |  FRIDAY, APRIL 21, 2017
    [Google, Process] 3 insights from intelligent content conference
    They did very little audience research beforehand. Domain-specific training : Text extraction or other natural language processing (NLP) applications are the easiest parts of the AI process. It’s a long and laborious process. The likely answer is Google was penalizing the company for duplicate content. For Google, duplicate content is not just pages that have identical content.
  • HUBSPOT  |  THURSDAY, APRIL 20, 2017
    [Google, Process] 24 Growth Hacks to Try Today
    Google penalizes sites with intrusive mobile interstitials, so make sure you’re creating something that doesn’t interfere with a positive user experience. To start, create a Google form to send to your colleagues -- in sales, or whichever department might have the same pain points as your audience -- and ask them to fill in the biggest questions they ask or come across each day. 15) Do your ranking research.
  • HUBSPOT  |  THURSDAY, APRIL 20, 2017
    [Google, Process] What is Latent Semantic Indexing & Why Does it Matter for Your SEO Strategy?
    More specifically, we'll define LSI and how the process can potentially benefit your overall SEO strategy, take a closer look at ways to find LSI-driven keywords, and outline how to add these keywords into your content. At the very basic level, sites like Google use complex algorithms to understand two things: Your content and its context. In other words, LSI helps search engines identify related keywords and process synonyms to deliver more accurate search results.
    [Google, Process] How to Choose a Content Marketing Provider (Hint: You Can’t Just Order Off a Menu)
    And when she says the company needs to hire one of those newfangled content marketing providers, the ones who can supply your company with the words, the means and the metrics to get your tech in front of the right buying eyes, you’re Googling before you hang up the phone. Ahh, Google. Research, RFPs, and the Sweet Smell of Success. As suggested, your new provider should have the chops to do some targeted market and competitive research too.
    [Google, Process] How to Launch a Virtual Conference for Lead Generation and Customer Acquisition: A Step-by-Step Guide
    Google Sheets to manage the assets (you’ll get a template of this, too). I’ll also give you the project management and email templates I created that kept me organized throughout the whole process. [Go This is why I suggest you begin the process at least two months before your launch date. This gave viewers an opportunity to see who would be speaking and do their research or reach out to influencers before the event. Here was my process for each format: Live Q&A.
    [Google, Process] The 15 Best Screencasting and Online Presentation Tools
    Screencasting tools are great for explaining how a software application works; demonstrating how to use it; or illustrating any online process. Google Review Count: 206. Google Review Count: 200. Google Review Count: 196. Google Review Count: 192. Google Review Count: 182. Google Review Count: 154. Google Review Count: 151. Google Review Count: 135. Google Review Count: 121. Google Review Count: 80.
  • HUBSPOT  |  THURSDAY, APRIL 13, 2017
    [Google, Process] Content Creation Workshop Roadshow | 7,000+ Miles in 100 Days
    Early on in my career – dating back to 2010 when Google Analytics still let you view keywords that led to organic website visits – I sold enterprise-level search engine marketing services for a small startup in my hometown of Charlottesville, VA. I had failures, I had successes, but most importantly, I learned a lot and developed an understanding of how to start and grow an efficient and effective content process.
    [Google, Process] THE HACKIES: Hacking a technology stack for local presence management
    Enterprise marketers who manage campaigns for hundreds or thousands of locations are presented with the unique challenge of juggling data from a plethora of sources, from social platforms such as Facebook and Yelp, to search giants such as Google and Bing, in addition to brand-owned properties like location-specific landing pages. He pulls out his smartphone in the first store and begins looking through product reviews to help the decision process.
    [Google, Process] 14 Tips for a Hot Video Marketing Strategy
    As soon as you’ve made these decisions, you should begin delegating the tasks to get the process moving quickly. More click-throughs generate more opt-ins, which generate more sales… and the process goes on. YouTube videos should be optimized for search on Google to drive traffic to your site. To do this, you need to spend time doing research on your buyer personas. Optimize your videos for Google and YouTube.
    [Google, Process] A Website Design Process that Works: How to Get the Professional Services Website You Want
    You’ll need three things: 1) the will to make it happen; 2) a talented team to carry it out; and 3) a website design process that will get you to your goal. The third binds the first two together and drives the process forward. But with the right process in place, you can avoid the pitfalls and misadventures that plague so many web projects. Informed by research and validated by years of experience and analytics , this is a process that works.
    [Google, Process] The Future of Visual Content Explained: The Anatomy of an Interactive Infographic
    Snap judgement: It takes us just 150 milliseconds for a symbol to be processed and 100 milliseconds to attach a meaning to it. Visuals are processed 60,000x faster in the brain than text. . Demand Metric’s content marketing research infographic utilizes a simple, flashcard-like flipping animation throughout the entire infographic to provide context for the presented data.
    [Google, Process] How to Make Highly Visual Content: The Anatomy of an Interactive Infographic
    Snap judgement: It takes us just 150 milliseconds for a symbol to be processed and 100 milliseconds to attach a meaning to it. Visuals are processed 60,000x faster in the brain than text. . Demand Metric’s content marketing research infographic utilizes a simple, flashcard-like flipping animation throughout the entire infographic to provide context for the presented data.
    [Google, Process] The Eight Best Social CRM Tools
    According to Google Trends , the average number of monthly web searches for the phrase “social CRM” quadrupled from June 2009 to June 2011. ” Here are eight of the best social CRM tools for capturing and scoring leads, facilitating prospect and customer social media engagement, and managing sales processes, customer relationships, and marketing programs. Google Review Count: 242. Google Review Count: 209. Google Review Count: 191.
    [Google, Process] Are Agencies missing the inbound opportunity?
    However, for the time poor (and that’s half the problem), here’s my top five take-outs of the talk: Clients contact agency suppliers much later in the buying process, many are 50-60% of the way into the buying cycle before they will even make contact with an agency. Clients use Google and social media to self-educate and they buy from those that educated them. 50% of agency selection searches involve online research.
    [Google, Process] A B2B SEO Strategy to Attract the Right Prospects
    Google is constantly changing the way it indexes and ranks pages in search results.It seems so very covert how Google remains secretive about what works and what doesn’t work to improve those rankings. So take time to learn how to do keyword research effectively. These are usually the same folks that are in some way involved in the business development process. At this point, you’re ready to begin keyword research.
    [Google, Process] My unbeatable process for building links
    Yeah, I have gotten several emails lately trying to sell their unbeatable link-building process or asking me to reveal mine. Because my link-building process is not terribly exciting. Even calling it a process seems overblown. They’re still trying rank higher in Google with this venerated SEO technique. One of the folks that contacted me shared that he had built 70,000 links for a client but that a recent Google update “wiped out” 60,000 of them.
  • HUBSPOT  |  MONDAY, APRIL 3, 2017
    [Google, Process] 22 Writing GIFs All Content Marketers Will Understand
    You may be capable of writing an ebook in two days (cue applause), but when you build more time into the process, you allow for greater creativity. But sometimes the title can feel like the hardest part of the process. If there’s truly nothing else out there, use the statistic but call out the date in your writing, suggest further research be done to validate the claim today, and let readers know why you think it’s still useful to note.
    [Google, Process] What is the Number One Strategy for Effective B2B Lead Generation?
    Research can be biased. When researching organizations from different industries, the answer depends on the lead generation strategies they implemented that year. Based on a wide variety of research data points, and what we know from working with successful B2B clients for many years, the digital strategies that consistently rank at the top for effective B2B lead generation are: Email marketing. Source: Forrester Research). Google, 2015).
    [Google, Process] 5 Website Best Practices that Produce More Leads and Faster Growth
    It requires a wide range of skills, such as researching keyword phrases, writing, and building your pages to meet the increasingly high standards of Google’s search algorithm, among many others. Google sees high-quality links back to your site as “votes” for your content. According to our latest research , the best performing firms monitor 22% more metrics than their low-growth peers.
    [Google, Process] What Is B2B Social Media Marketing?
    Increased Website Traffic: Sharing content on social should be a part of your content distribution process – not just to give your brand a chance to gain exposure, but to drive clicks back to your website. Not only does social media serves as a key driver of link acquisition, but with more social elements being displayed in top search results on Google, it can help support your organic efforts as well.
  • ACT-ON  |  THURSDAY, MARCH 30, 2017
    [Google, Process] 12 Ways to Boost Your Website’s Lead Generation Performance
    And basically, they introduce a huge dump of friction into the conversion process. White paper and research reports (not shown here) are the most common type of gated content. Maybe it’s a white paper or a research report. White paper and research reports (not shown here) are the most common type of gated content. But even a free Google Analytics account has a good basic tracking feature. This is one of the flags Google is looking for.
    [Google, Process] The potential of blockchain technology: what every marketer should know
    The network doesn’t take a commission at all, which is why these networks will be able to provide the same storage as Amazon or Google for a fraction of the cost, say 90% cheaper. There’s time, effort, and friction in that process. ” We might agree that we will use the.json feed from Google (called an “oracle”) to serve as the arbiter, and then we would both sign it with our unique cryptographic signatures.
  • PUREB2B  |  TUESDAY, MARCH 28, 2017
    [Google, Process] Why Your Marketing Needs to be Data-Driven
    20 years later, direct marketing was used along with computer processing to target specific segments of the population through direct mail and telemarketing. Marketing today is driven by data-backed research and customer information that can be captured at every stage in the buying process. Leads generated through Facebook respond differently to leads generated from the Google Display Network (GDN).
    [Google, Process] 5 SEO Tips for Videos: How Google Ranks Them & How to Optimize
    We do know, however, that 90% of B2B decision-makers use search to research business decisions. How Does Google Rank Videos? In its general search and video search functions, Google ranks videos using the same ranking factors as written content—content quality, number of backlinks, and RankBrain are the most important signals. Additionally, Google displays a thumbnail for video results. Author: Nate Dame Videos are becoming increasingly important for B2B marketing.
    [Google, Process] How to Incorporate Webinar Promotion into Your Multi-channel Marketing Mix
    In fact, according to recent research by the Content Marketing Institute , 58% of content marketers said they use webinars as one of their key marketing tactics. A typical show rate for webinars is between 30-50%, depending on the quality of your registration process and periodical reminders as well as how compelling your webinar topic is. Place banner ads or bid on paid search terms using Google Adwords or Bing Ads. This process requires you to start early.
    [Google, Process] 5 steps to wrangling your most important social media channels
    Analytics — Google Analytics (free). You can use my social media management stack or research options on G2 Crowd to find tools that fit your specific needs. For those of you linear thinkers, checklists take the stress and guesswork out of the process. Use my Google Doc or pull out a piece of paper to start penning what you think should be on each checklist. Social media gurus make social media management sound so darn difficult.
  • FATHOM  |  TUESDAY, MARCH 21, 2017
    [Google, Process] How Will Google’s Latest AdWords Changes Affect You?
    Google is making a big change to exact match keyword targeting in AdWords. On Friday, Google announced an additional change in the way exact match keyword targeting will work for search ads. Google may now ignore word order and function words when determining whether an ad should trigger for an exact match keyword. This isn’t the first time Google has changed the scope of exact match, though. Google’s AdWords Update: The Details.
    [Google, Process] What Does a Content Marketer Do? Answered by a Content Marketer
    Researching. Figure out the tactics that have the best chance of achieving your goals and move on to the next step in the process. Researching. Use platforms like Google Sheets to log fields such as draft date, publish date, title, keyword focus, content type, author, and URL. Some of my favorite tools to use for reporting on content efforts include Google Analytics , SEMrush , and BuzzSumo.
    [Google, Process] Why Employee Advocacy Works Better For B2B Than B2C
    Very few if any B2B buyers will spend $10,000 without spending time reviewing, researching, and ultimately consulting with a salesperson. Now consider that employees are trusted more than brands and CEOs, and you can see how an employee of a B2B company has far more potential to be an integral part of the sales process. Well, I know what we get when we spend X on Facebook or Google ads.
    [Google, Process] The Six Best Accounting and Finance Tools for Small Business
    Google Review Count: 203. Google Review Count: 170. Google Review Count: 166. Google Review Count: 141. Create and send invoices, estimates and receipts; track the status of invoices and payments; process credit cards, scan receipts, manage payroll, and produce financial reports. Pricing: basic accounting app is free; payroll is $15 plus $4 per employee, per month; credit card processing is by transaction. Google Review Count: 183.
  • ACT-ON  |  TUESDAY, MARCH 21, 2017
    [Google, Process] Customer Feedback Fundamentals: What Do Your Customers Really Think?
    Conducting market research for feedback. Another way to get to the heart of the customer is to conduct market research. A master market researcher will create a long list of open-ended questions (more on this in a second) and ask these across a carefully selected swath of customers that represent the myriad facets of your customer base. Set up a smart registration process so you know who is coming. Once you’ve conducted your research, it’s time to evaluate it.
  • HUBSPOT  |  TUESDAY, MARCH 21, 2017
    [Google, Process] How Redesigning HubSpot.com Doubled Conversion Rates
    This included CRO, SEO, copy, data analysis, design, development, product research, and project management. Research. Before designing anything, we dove deeper into research, expanding upon the insights that we already had. This gave an idea for how these conversion paths were playing out for actual users, and it helped shine a light on areas where the process was confusing. I didn't continue the process because your website is too damn cluttered.
    [Google, Process] Straight from the Champions’ Mouths: What to Look Forward to at Summit 2017
    After networking with the best-of-best at Summit, you will be able to quote users (aka Josh Hill) and well-known companies to justify your processes, budget, and even make a case for additional headcount.— This saves you hours of initial research online and discovery calls. From a non-publishing/media perspective, marketers are only focused on their digital advertising objectives which can include retargeting, Google AdWords, and Facebook.
    [Google, Process] Is your brand making maximizing interest from potential customers?
    This step in the sales funnel relies on consumer research and action to find you. Perhaps they clicked a sponsored Facebook post of yours, or visited your website after a Google search. This is an often overlooked step in the process but it’s the most important. Most prospects will do considerable research before purchasing. This can include researching competitors, reading reviews, and asking for current customer testimonials.
    [Google, Process] Good Bots vs. Bad Bots: How to Tell the Difference
    With that criteria, tools like Amazon Echo, Google Home, and Siri could be classified as data bots -- especially since eZanga also calls these “media” bots. Google, for example, has its very own Googlebot , which uses the constantly-evolving Google algorithm to determine which sites to crawl. Siemens Research Scientist Hasan Sinan Bank explains: The robots use onboard cameras as well as a laser scanner to interpret their immediate environment.
    [Google, Process] 21 Stats You Need to Know About Marketing Automation
    Nucleus Research. . Searches for ‘marketing automation’ are at an all time high according to Google. Google Trends. . Finding the right automation tools requires research. Because automation can tie in with the sales team’s lead scoring efforts, both parties need to be part of the decision-making process when getting automated tools setup. Marketing automation is a topic we’re hearing a lot about in 2017.
    [Google, Process] Marketing’s Artificial Intelligence Revolution Is Here
    According to research by the consulting firm Russell Reynolds, it’s only getting harder. After years of swift technological development disrupted marketing to its core, CMOs and their teams are now responsible for a bevy of critical company functions: optimizing the sales process, improving customer experience, and marketing the product across a complex array of channels. Facebook, Microsoft, Google, and Amazon all made significant investments in AI.
    [Google, Process] Top Four Web Design Trends for 2017
    48% of consumers start mobile research with a search engine. In late 2016, Google implemented their “mobile first index” in which Google ranks mobile sites higher in the results than non-mobile sites. Most importantly, Google now crawls your website as a mobile user. If your website is not mobile-friendly Google will downgrade the site’s pages, and therefore the site’s rankings in its search results. As 2017 begins, a host of new web design trends appeared.
    [Google, Process] Mastering modern marketing technology leadership over 2 intense days
    The last double-header in this track will start with The Identity Resolution Imperative: Building the Foundation for Marketing in a Post-Digital World by Joe Stanhope , vice president and principal analyst at Forrester Research. ABM superstar Sangram Vajre , CMO of Terminus , and Michael Walsh , director of digital marketing at Rosetta Stone , will present Orchestrating an ABM Campaign: People, Process & Tools.
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