Author Archive: Derek Edmond

derek-edmond-150 Derek Edmond is Managing Partner and Director of Search Engine Optimization of KoMarketing. Learn more about Derek's background and experience on his about page.

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May 3, 2016: website-performanceOne of my most important takeaways from this year’s MarTech conference was how technological innovation will drive marketing performance measurement. The ability to measure the effectiveness of marketing tactics will further challenge B2B marketers and differentiate successful organizations.

Right now, many B2B marketers are loosely or manually connecting metrics from multiple reporting platforms, to obtain a somewhat complete view of buyer behavior in digital channels.

While this is not necessarily a negative, we do need to be wary of assumptions and misconceptions in marketing performance analysis along the way.

Here are five misconceptions in the analysis of online marketing tactics that need to be considered when evaluating B2B marketing performance and making judgments on what works and what needs to be improved.

March 31, 2016: Last week we had the good fortune to attend MarTech USA, a two day conference discussing the role technology and innovation play in strategic marketing for organizations large and small. A few key themes arose throughout sessions and conversations during the event.

Marketing Technology Landscape 2016

The 2016 Marketing Technology Landscape

  1. The marketing technology landscape is rapidly growing. Per MarketingLand coverage, and exemplified through Conference Chair Scott Brinker‘s infographic, the 2016 marketing technology landscape, 3,874 organizations are represented in today’s marketing technology ecosystem, compared to about 2,000 last year and 150 for its inaugural version in 2011.

March 1, 2016: Last year Casie wrote a post on how to generate keyword lists and ideas. The objective was to provide resources and tactics for coming up with as many keyword phrases as possible around a particular topic.

Developing a list of good keyword opportunities can be both time consuming and challenging. Once completed, B2B marketers face a different challenge: making certain the generated keyword list matches content marketing tactics as best as possible.

This actually leads to two lists of keyword priorities:

  • Keyword targets that can be applied to existing content marketing assets.

February 2, 2016: Missing Puzzle PiecesLast month, I presented our online marketing capabilities to a set of decision makers interested in working with us. They were skeptical of the impact SEO and content marketing could have on actual lead generation, and ultimately sales performance.

I understand their skepticism.

Sure, we [KoMarketing] have a bias in believing SEO, content marketing, or “inbound marketing” (as they called it), are critical aspects in B2B marketing programs and sales enablement.

January 5, 2016: GoogleIn early December, Google dropped the “followers on Google+” social annotation for AdWords advertisers, as uncovered in an article from The SEM Post. This is announcement was just another indicator that B2B marketers can focus less on activity directly associated with Google+ in the new year.

This is also just one of hundreds of changes Google made in the past year when you take into account search updates, product announcements, and organizational changes. While its practically impossible to stay up to date with every major announcement from Google, there are certainly are a few that deserve more attention than others.

December 29, 2015: 2015 has been another amazing year for KoMarketing. We have had a lot to be thankful for, having experienced tremendous success in both client programs and the development of individual team members.

A photo posted by KoMarketing (@komarketing) on

Three years ago our leadership team made it a point to treat our online marketing experience as a priority in organizational strategy and business development.

I am proud to say that traffic to our website has more than quadrupled since that priority was established, and we are crushing aggressive goals for traffic, leads, and brand development, again in 2015.

December 22, 2015: Christmas TreeOne of the ways our team remains competitive and successful is through the constant review and distribution of industry-related information discovered online.

We make it a point to regularly communicate new discoveries, innovation, and industry news meant to improve performance on behalf of clients and in our own individual growth.

We’re fortunate to work in an industry where so many other colleagues and experts contribute and provide perspective on industry changes and the challenges faced daily.

December 8, 2015: It is that time in the year again. As we wind down 2015, marketing budgets and planning for the new year begin to take focus. Hopefully, the performance metrics associated with your organization’s marketing programs have yielded success and validation for tactics proposed at the beginning of the year.

B2B Marketing Budgets

But even if last year was a dramatic success, performance metrics from the past should only create part of the picture when planning for the future. It is also important for B2B marketers to evaluate new and emerging trends, as well as shifts in the competitive landscape, to help determine where to set budgets and forecasts moving forward.

November 24, 2015: B2B BloggingWith the end of the year rapidly approaching, and 2016 planning underway, business owners are assessing where they are with respect to B2B search engine marketing goals and objectives. Hopefully your organization is well ahead of performance benchmarks this year.

One of the most effective content marketing tactics we recommend, for SEO and broader online marketing performance, is a B2B blogging initiative. If you have not already engaged in a blogging initiative, or are looking to re-evaluate the objectives in your existing program, here are ten reasons B2B blogging could be important for achieving your goals with SEO, social media, and online marketing in the new year and beyond.

November 12, 2015: computer-mobileIt is pretty common to email survey and customer feedback requests to customers after a purchase is made online. While I often just delete these communications, I may consider them if I’ve had either exceptional or horrible experiences.

For one recent purchase, I was disappointed to see that the actual flow between the link to review in email and the actual opportunity to review simply took me to the organization’s home page, requiring login. The downside is that users will often ignore the opportunity to provide a rating because there are too many steps in the process, even if that is only a perceived notion.

Contact KoMarketing

If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team.

John Yeung

"The team at KoMarketing does a great job providing best practices, new ideas, and management of our PPC program. They went above and beyond to meet our needs. The decision to partner with them was one of the best thing that has ever happened to us" - John Yeung, Digital Marketing Manager, Stratford University

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