B2B Online Marketing Blog

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.

April 28, 2016: google-analytics-ninja-squirrelOn January 7, 2014, Avinash Kaushik introduced us to the “Reporting Squirrel”.

You don’t want to be a Reporting Squirrel; you want to be an Analysis Ninja!

But, how do you transition from squirrel to ninja?

Work smarter, not harder.

Use these 4 features of Google Analytics to increase the time you have available for analysis by spending less time on data extraction/production tasks.

April 26, 2016: Twitter has transformed the way that B2B marketers communicate with their target audiences by providing another place to engage, address questions, and emphasize what they stand for. In fact, Twitter is now the top social platform for B2B brand mentions, with 73% of them happening on the site.

Despite this, many B2B marketers struggle to progress on Twitter and demonstrate any significant results on the platform. Because it’s such a crowded place, brands are pushed to find unique ways to stand out and create connections with their audiences.

April 21, 2016: “Pivot” is a word typically used in the literal sense, “The dancers pivoted on their toes and changedballerina direction” or “The quarterback pivoted and threw the ball to the running back.”

So what does it have to do with B2B marketing strategy?

Nothing at all – and basically everything.

If you’re in the business of content marketing, you are, by necessity, comfortable with change. With Google changing its ranking algorithm a whopping 500 – 600 times a year, it’s critical to stay nimble to keep up with your customers – and the competition.

That’s where pivoting comes into play.

Let’s say you’ve got a content marketing strategy in place you’re absolutely sure will result in links, conversions, third-party exposure, etc.

How do you know this? Because you and your brilliant team of colleagues came up with it (duh)!

But then you take a deep dive into Analytics and realize your content assets aren’t performing as expected. Your organic traffic numbers are down month-over-month and year-over-year, your conversion numbers are low, your keywords are slipping in their ranking – and you wonder: Is anyone actually reading the stuff you’re putting out there?

In other words, your content strategy has crashed and burned.

Even the most lifeless content strategy can be resuscitated if you know how to pivot and get it back on track. Here’s a look at how to regroup, refocus, and refine strategy for the future:

April 19, 2016: Since my early days of writing in grade school, one rule has remained constant: developing content with the audience in mind. Whether you’re writing about your imaginary friend in first grade or about a B2B product or service, it is critical to define the audience and then deliver the right content to that audience. Always ask yourself:

Why am I writing? For whom? - Writer or author questions on a napkin with a cup of coffee

To take a soundbite from Field of Dreams, “If you build it, they will come.”

The B2B content consumption stats are out there. Nearly 64 percent of B2B technology buyers say that they read between 2 to 5 pieces of content before making a purchase.

April 14, 2016: Beginnings are hard. We procrastinate the projects and tasks we perceive tough, complicated, or otherwise messy. Starting a content marketing program from scratch is right up there on the list. Neck-tightening tension separates things we intend to do from the things we actually do. Left unresolved, tension quickly escalates to anxiety, stress, and self-doubt.

Remember the comfort of blanket forts when you were a kid? Yeah. Sometimes it’s more appealing to hide or avert our attention rather than figure out something sticky.

April 12, 2016: When I worked in-house for a large client-facing B2B company, we often were frustrated at missteps and the lack of communication between the sales department and our department, which created marketing campaigns for clients. We felt they constantly over-promised, leading us to under-deliver because of turnaround times or because we simply couldn’t do what they promised.

Studies have found that sales and marketing teams often use different communication channels as well, only leading to more confusion.

April 7, 2016: content, content marketingWhen Accenture published its “Content: The H2O of Marketing” report in February 2016, its statistics showed that the majority of marketers have more digital content at their fingertips than they did two years ago.

Additionally, 83 percent of respondents said that they expected this amount to increase within the next two years.

We spoke to Donna Tuths, global lead of Digital Content Offering at Accenture Interactive, for insight into how B2B marketers are handling the content overload.

April 5, 2016: A little more than one month after Google announced it would no longer be serving paid ads on the rightpay-per-click sidebar in desktop results, advertisers and marketers alike are still adapting to the changes.  Earlier in the month, my colleague Michael Pickowicz gave us a great primer in the many different implications that would have on the search space, and if you haven’t or if you are unfamiliar with the changes I suggest you start there.

Here I’d like to take the next step and discuss tactics that marketers can use to adjust to the changes in the ad space and continue to drive results in paid media.

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.

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