Archive of B2B Posts

At the end of March, Facebook will be launching their new design for fan pages. This launch includes both visual and functional changes to the page, which B2B marketers need to become familiar with in the near future.

Over the course of the next few months, we plan on putting blog posts together emphasizing various aspects of the new Facebook fan page design, page recommendations and perspective, and examples of effective B2B organizations leveraging these changes. Today we’re writing about, and providing examples of, the Facebook Fan Page cover image.  ... Read the full post

Google’s Authorship program allows publishers to connect their authored content with a corresponding Google profile. From a search engine results perspective, an image of the author will appear alongside applicable web information. The end goal would be additional visibility to the author, both through impressions in search engine results and (ideally) click thru rates to applicable content.

B2B marketers should consider leveraging this opportunity, for applicable individuals of the organization, since thought leadership, public relations “buzz”, and marketing to a growing number of people involved in the buying process are B2B marketing goals.  ... Read the full post

Lead generation is the most critical aspect of the B2B marketing initiative. We are constantly exploring ways to improve conversion rates for client landing pages through form field changes, layout and design enhancements, and offer/asset development.

 ... Read the full post

In my most recent Search Engine Land column, I wrote about important search engine marketing resolutions for 2012. While the majority of these resolutions might seem commonplace to many of our current clients (sorry for the constant repetition), the last resolution is something the data from web traffic reports has led our organization to embrace with even greater urgency: starting to take mobile seriously.

Here is the growth in mobile device usage across a select group of client sites, comparing the two most recent six month periods (December 2010 through May 2011 and June 2011 through November 2011):  ... Read the full post

A few weeks back I wrote a post examining Google Encrypted Search, the impact on SEO benchmarking thus far, and key action items for B2B marketers.

With a full month under our belts, it seemed appropriate to revisit how this change has impacted SEO reporting in November and through the first six weeks.

Some quick summary points:  ... Read the full post

We have been following the roll out of Google encrypted search and the impact of Google’s decision to block keyword data. Discussions have been started with clients, partners, and colleagues, and it remains to be seen when the general marketing community will take greater notice.

This development is particularly troublesome for B2B internet marketers as we are immersed in the data that impacts lead generation initiatives. Every bit of website traffic information can help.

 ... Read the full post

This blog post is part of short series of posts meant to highlight and recap information learned from the B2B Marketing Summit in Boston this year.

The B2B Marketing Summit hosted a three part series on B2B Social Media presented by @jaybaer, author of The Now Revolution, @LMcCadney with CDW and Todd Williams @socialb2p with SAP .

Here are 15 content marketing and social media takeaways from the series:

Stats
 ... Read the full post

1. 86% of business technology buyers engage in some form of social activity for work purposes.

This blog post starts a short series of posts meant to highlight and recap information learned from the B2B Marketing Summit in Boston this year.

Jen Doyle, Senior Research Manager from MarketingSherpa, gave the B2B Marketing Summit attendees a sneak peek at some of the key finding in the 2012 B2B Marketing Benchmark Report.

Of the 1,745 marketers that were surveyed, the research showed:

EVERY B2B Marketing Tactic has become more difficult this year than last.

As you can see in the chart below, the biggest conversion losers in 2011 are telemarketing (no surprise here) and webinars. The marketing tactics that saw the smallest amount of conversion loss were Print Advertising (interesting) and Tradeshows.  ... Read the full post

Summer is winding down, school is back in session, and business owners are assessing where they are with respect to B2B search engine marketing goals in 2011. Hopefully you’re coming back from the long weekend with renewed vigor and ambition, and well ahead of plans and goals for the year.

One of the content marketing opportunities we find important to reassess, and potentially kickoff if there has been a delay, is a B2B blogging strategy. Not certain why? Here are ten reasons why developing a B2B blogging strategy could be important for achieving your goals with SEO this year and beyond.  ... Read the full post

After shopping for a car this past week, one of the sales people we met sent me a “thank you” email for stopping into the dealership. After reading the email, I realized it was an automated template, most likely auto-generated given the time it was received.

In my opinion, “canned” messages and responses decrease the likelihood an informed (dare I say educated?) customer will buy or react. An automated reply can take away from a personal connection trying to be built and detract from the overall experience.  ... Read the full post