Archive of B2B Posts

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.

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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.

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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
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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

While lead generation is the critical objective, B2B marketers need to take advantage of every opportunity to gain user interaction. It is not uncommon to focus so much on optimizing landing pages for the conversion that the confirmation page becomes an afterthought.

In many cases, the user will get a simple “Thank You” and a whole lot of white space below the message (or worse, a broken page because the confirmation page had not been updated or tested).  ... Read the full post

In MarketingSherpa’s soon to be released 2012 SEO benchmark report, content creation is identified as the most effective SEO tactic for marketers, but it also takes the most work in development. Enter the concept of content marketing; which emphasizes the importance of developing content meant to engage and provide value to a potential target market. Content marketing can be almost perfectly aligned with B2B SEO and I’ve been writing frequently about this relationship in a series of articles online.  ... Read the full post