B2B Online Marketing Blog

July 22, 2016: improve accuracy and insights google analytics

The number of marketing technology solutions available has increased from about 150 (2011) to over 3,800 (2016). This explosion in technology has overwhelmed marketers with data they don’t feel like they understand or control.

A recent study by Conversion Logic and IDG, found that 50% of marketers reported issues with the accountability and accuracy of reports. This statistic on its own is appalling; additionally, the report goes on to also reveal that 46% of marketers struggle with gaining actionable insights from reports.

The imperative is clear: Marketers need to regain control of their data by increasing confidence in the accuracy and including meaningful data sets that lead to decision-making conclusions.

The first place to start is with your web analytics platform. For most companies this will be Google Analytics; so, here’s a list of 7 do’s and don’ts for making sure Google Analytics data is accurate and insightful.

July 20, 2016: One of the most rewarding parts of planning and writing content is landing on a new idea kernel. The undeveloped kernel is a type of node. Alone, it’s opportunity in waiting. When joined by a few other nodes, options and angles grow exponentially. The newfound bounty can power content marketing efforts for a few weeks or even longer.

But when the idea list is short or picked over so only the rubber-stamp “meh” ideas remain (I swear, those mock me)? Yeah. That totally feels like junior year of college when I had empty pockets and faced a cabinet full of ramen. Sustenance, but no joy.

So how can a content marketer keep a spark file of fresh ideas and stave off the boring, overdone, or stalled ones? Here are some suggestions for finding your content marketing inspiration.

July 19, 2016: As online marketers, we are required to understand all corners of the internet and continually expand our knowledge of the industry. However, like any profession, we’d struggle to be successful without tools.

spanners on computer keyboard

With this is mind, we recently hosted an internal team training event where each member of our team shared some of their favorite online marketing tools.

Here’s a complete list of our 20 favorite time savers and efficiency boosters.

Note: We have grouped the tools into different categories based on the best match, but many of these tools can be used across online marketing tactics. 

July 14, 2016: Social media can be overwhelming, especially if you’re a B2B marketer, because it can be a struggle to find things to share.

However, as KISSmetrics suggests, hire someone who is experienced in social media, not your niche, as most social media for any industry will have similar goals: getting more visibility for the company. That doesn’t change, no matter the target audience.

Once you’ve started creating a strategy, it’s time to find content to share, schedule it, and monitor what is being said about your brand online.

Below are some tools that can help you research, schedule, and monitor. Most offer a free trial or freemium feature, but are monthly subscriptions to access all of the features.

KoMarketing and the author are not affiliated with these tools in any way. The author has just used them in the past.

July 12, 2016: allocadia, marketing, optimizationIn the “Essential Framework for Optimizing Marketing Performance” report published by Allocadia, research shows that the most optimized marketing teams come from organizations that have best-in-class talent, data, and technology.

However, it can be challenging for enterprises to deliver on these key drivers of success. We spoke to Sam Melnick, the director of Customer and Marketing Insights for Allocadia, for more insight into the findings.


“MarTech is an enabler for data and analytics. For data, MarTech can help clean, organize, and format data. For analytics, MarTech can help with visualization and advanced analytics (e.g., machine learning, AI, prescriptive).

July 6, 2016: So, by now, several of you have been given access to Google AdWords expanded text ads beta, which offers some really exciting and sweeping changes to the length and parameters of ad creative.

The table below tells you some key differences and advantages of expanded text ads compared to their vanilla counterpart.

Some back of the napkin math tells you that the expanded text ads have 45 more characters available for use.  Since the description lines are consolidated you don’t have to do anymore word order gymnastics to get your longer words to fit towards the end of the first line of description text.

Factoring this in expanded ads give you about 50% more space in which to craft your ad messages.

So, knowing that soon all campaigns will have expanded text ads at their disposal, the question is: How can B2B advertisers best utilize the changes to craft more effective ads?

Let’s take a look:

July 1, 2016: SEJ Summit_A Day of KeynotesOne of the best things about working in search marketing is having the opportunity to connect with other SEOs in person and share best practices, challenges faced, and lessons learned.

It’s a chance to hear, first-hand, how our peers are evolving with the industry and keep a pulse on all the latest changes and developments in search.

Last Thursday, in Chicago, IL, several members of the KoMarketing team attended the SEJ Summit, a unique conference experience tailored specifically for search marketers.

Featuring a single track of vetted, keynote-style presentations given by industry experts and several networking opportunities, the event left us excited about the future of search and eager to put all the expert tips we’d heard into practice at our organization.

Plus, we got to spend the entire day on historic Navy Pier with views overlooking Lake Michigan (a special treat for this native of the mitten state)!

Here’s a look at some of our key takeaways from the SEJ Summit in Chicago this past week:

June 29, 2016: linkedin groups logo It is no secret that LinkedIn is a valuable social media platform for B2B marketers. According to a recent report released by Regalix, 91 percent of respondents said that LinkedIn was the most effective channel in terms of helping them reach their target audience.

And according to the “LinkedIn Ads Benchmark Report Q3 2015” published by Marketing Mojo, 79 percent of B2B marketers said that LinkedIn was “effective” at generating leads.

LinkedIn Groups – participation and ownership – can be part of the mix of when it pertains to B2B social media marketing.

June 23, 2016: From an online marketing perspective, influencer marketing helps expand reach, increase brand awareness, improve SEO, gain credibility and much more. But, identifying influencers is something that many B2B marketers find challenging, especially when dealing with an unfamiliar industry.

Reasoning for this is that influencer identification (if not done using these awesome tools I’m about to introduce) can be extremely time consuming. While influencer marketing can be a difficult task that takes time and expertise, it has proven to be a successful B2B tactic that many companies continue to expand budgets around in 2016.

June 23, 2016: My presentation from the Boston Marketo User Group session in June 2016, discussing the role content marketing plays in KoMarketing’s online marketing success.

Key Takeaways from the Presentation

  • Insights into key program elements, including preparation & research, organized execution, and ongoing analysis and communication.
  • How to leverage search and content analysis to inform tactics and improvements.
  • Tools, resources, and best practice insights that have enabled our organization to maintain success in the long run.

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.

Scott Stone

"We have a successful online business, and wanted to take the next step. We approached KoMarketing with the notion of leveraging its expertise in building better search rankings. Both in our defined critical areas and across the board, KoMarketing has helped us grow our presence. They were hired to expand our visibility, but took extra steps to provide many useful recommendations for other areas of our online presence that have had positive impacts. Derek and his staff work hard and take extra steps to ensure you succeed. They are an outstanding partner." - Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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