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Small Talk with Adam the Bobblehead: A Look Inside the Bobbleventure

Over the past few weeks, Brainrider has documented Pardot‘s Adam the Bobblehead as he journeyed on a “Bobbleventure” around Toronto. So, we decided to catch up with Adam the Bobblehead in an intimate one on one interview to hear more about the details of his experience. Our Content Marketing Strategist, Miranda Steinway, sat down with Adam for “Small Talk with Adam the Bobblehead: A Look Inside the Bobbleventure”.

B2B Lead Generation Trends for 2013

A look at three B2B lead generation trends from this year’s B2B Technology Marketers B2B Lead Generation Report worth incorporating into your marketing programs.  For information on how to execute better B2B marketing including adopting these trends visit the B2b Lead Generation and Nurturing services page.


B2B Lead Generation Trend #1: Metrics

As more B2B marketers move to integrated Sales CRM and Marketing Automation platforms B2B marketing performance measurement increasing in importance. The LinkedIn Technology Marketing Group has provided metrics benchmarks that provide insight into how B2B technology marketers are using metrics to evaluate marketing performance.

B2B Lead Generation Trends: What Metrics are Being Used To Evaluate ROI - Cost Per Lead, Revenue, and Lead Volume

When measuring lead generation marketing performance our recommendation is to:

  1. Focus on measuring and reporting against your marketing objectives: attracting prospects, acquiring prospects, nurturing prospectsm, qualifying sales readiness.
  2. Use diagnostic metrics such as Click Through Rates to improve tactical performance not to report marketing results.
  3. Start with the built-in reports provided by your marketing automation platform.  These will give you consistent and comparable data.
  4. Marketing contribution to revenue generation is a challenging number to establish.  Focus on a revenue “touched by marketing” metric to support marketing’s business contribution.

Here are the core B2B Lead Generation performance metrics we track and what they measure.

Objective

Metric  from Pardot, Google Analytics, & SEOmoz

Business Objectives

Revenue Revenue Touched By Marketing

Marketing Objectives

Overall and By Program

Attract Prospects # of Visitors
Acquire Prospects # of Prospects
Nurture Prospects # of Active Prospects
Qualify Sales Readiness # of Assigned Prospects

Marketing Diagnostics

By Execution

 Program Diagnostics Cost Per Lead
Click Through Rates
Form Completion Rates
Visitors per channel
Content Diagnostics LandingPages
PageViews
Downloads
Form Completions
Click Through Rates
Pages Per Visit
Time on Site
Website Diagnostics Domain Authority
Page Authority
PageRank
Targeted Keyword Rank

B2B Lead Generation Trend #2: Compelling Content Targeting Decision Stages

While the report identifies content as a key email tactic, better B2B Content Marketing is an essential lead generation tactic in all marketing programs.  Most B2B marketing campaigns are under-investing in content development and merchandizing that targets different buyer decision stages.  This chart will help your evaluate your content strategy by decision stage:

If Your Customer Is Asking

What’s My Problem

How Do I Fix My Problem

Are You Right For Me

They Want:

Education & Thought Leadership Solutions & Product Suitability Credentials & Decision Support

What To Share With Them:

    • Trends
    • Benchmarks
    • Analyst coverage
    • 101 Education
    • How to guides
    • How other people are solving this?
    • What is the solution & how does it work?
    • Solution comparisons
    • Pitfall analysis
    • Readiness & suitability assessments
    • How do I choose a vendor?
    • Pricing
    • Bench strength demonstration
    • Case studies
    • ROI/TCO
    • How to buy
    • Working with us


B2B Lead Generation Trend #3: B2B Social Media

Social Media has arrived as an effective B2B marketing tactic.  But to produce measurable results you need to focus on the basics: blogging, influencer relations, and posting high-value content on social sharing sites like LinkedIn, YouTube, Flickr/Picassa, and Google+.

B2B Lead Generation Trends: B2B Social Media Marketing

That is a quick recap of three key B2B Lead Generation trends you should include in your marketing budget.  There are several other interesting trends highlighted in the research.  See below for the full study results.

Lead Nurturing Email Examples: The Good and The Bad

“Can you share some lead nurturing email examples?” is a frequent request that Brainrider receives when hosting webinars, presentations, and workshops. This better practice analysis looks at 3 lead nurturing email examples, including a special offer, an update, and an announcement email.

Lead nurturing objectives

The business goal of most nurturing programs is to get more prospects through the pipeline and qualified as sales ready. This business goal can be split into two main marketing objectives:

  • Extend prospect engagement, when you already have their attention.
  • Re-engage older prospects with relevant, useful content.

See Lead Nurturing Programs That Deliver Against Objectives, for more information on setting your objectives.

Effective tactics to extend prospect engagement include “what’s next” links, “thank you” content, auto-responder emails, and drip campaigns triggered by prospect activity. If prospect activity has stopped, timed email nurturing tactics like email newsletters, special offers, and announcements can help to re-engage inactive prospects.

Here are 3 timed lead nurturing email examples, along with an explanation of what they are doing right and what they can do even better:

Lead nurturing email example #1: “Hail Mary Call-To-Action”

Lead Nurturing Email Example: Liaison Technologies

 

This email uses a number of best practices:

  • CAN-SPAM compliant unsubscribe option and account address.
  • Clean, legible design with a strategic use of images and graphics.
  • Clear marketing call-to-action: “download this whitepaper”.
  • Personalized format that addresses the email to the reader.

 

Some quick recommendations on what to do better:

  • Like many B2C campaigns, this email is focused on a single “Hail Mary” call-to-action: “download this whitepaper”. While single CTAs are effective for simple, price-based email campaigns, they are often much less effective in complex sale B2B campaigns that address multiple audiences, different pain points, and different decision stages.
  • If you know that this specific whitepaper is timely and explains what this prospect wants to know, then this is a terrific CTA. Otherwise, you will get better prospect engagement by using a “Choose Your Own Adventure” approach.
  • The quick rule of thumb is “the more relevant links you can provide in a re-engage campaign, the more re-engagement you will get”. Go ahead and feature a high-value asset, but make sure you include additional content targeting different pain points and decision stages.
  • Use a thumbnail of the asset, not just an icon, to concretely illustrate the value of the resource you are featuring.
  • Provide more detail about the resource. Define what it includes and what it can be used to do.

 

Lead nurturing email example #2: “Missed Opportunity”

Lead Nurturing Example: Forrester Reseach Missed Opportunity

 

This email from Forrester is a terrific example of a number of best practices:

  • CAN-SPAM compliant unsubscribe option and account address.
  • Clean, legible design with a restrained use of images and graphics.
  • Effective use of a sidebar layout.
  • Segmented content based on prospect subscription preferences.

 

Some quick recommendations on what to do better:

  • Use a more descriptive subject line describing why it might be useful to read.
  • Make sure that you share more than one content asset if your goal is engagement. You have gone through the trouble of sending the email and, more importantly, your reader has gone through the trouble of opening it, so make it count.
  • Try sharing other related content, with a “Choose Your Own Adventure” approach, and include more sales readiness calls-to-action.
  • Use a thumbnail or a chart of the report to illustrate the value of the content.
  • Make sure you do a great job of merchandizing your content. In this case, the description is short, dense, and truncated. Give away some of the most valuable insight in the description to tease you reader with real value.

 

Lead nurturing email example #3: “All About Us”

Lead Nurturing Email Example: Alfresco Software All About Us

 

This lead nurturing email example from Alfresco looks terrific and it does a few things right:

  • CAN-SPAM compliant unsubscribe option and account address.
  • Clean, legible design with a restrained use of images and graphics.
  • Effective use of a sidebar layout.
  • Tests video as an innovative content offer.

 

As a nurturing program, it has some critical misses:

  • Corporate announcements, like introducing a new CEO, are often big news for the company and its investors, but they are much less relevant for customers and prospects. These announcements are rarely focused on what customers and prospects want to know about their own needs and pains, unless their pain was the old CEO.
  • While it is sometimes important to share company announcements with customers and prospects, make sure you take a customer-focused approach to the content.
  • Include some high value content, other than announcements, to let your reader know that you are thinking about their needs.
  • Merchandize the content. This is very important with videos because they are impossible to quickly to scan before a customers commits to watching them. Describe what the video will cover and why it is worth watching.
  • If the objective of your nurturing program is to engage your reader and profile their activity, then try to direct them to your website and prospect analytics. In this case, the video call-to-action links the reader to the company’s YouTube page instead of embedding the video on an Alfresco webpage. After watching the video on YouTube.com, your prospect will be easily tempted to watch other video content, rather than continuing on to the Alfresco content and messaging.

 

If your business needs help with their email marketing campaigns, Brainrider is here to help. Don’t hesitate to contact us, if you have any questions or comments.

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3 Challenges To Consider When Creating A Multiregional Or Multilingual Website

Creating a multiregional or multilingual website is important for companies that are servicing customers in different countries or regions or plan to grow and expand into foreign markets.

What’s the difference between a multiregional and multilingual website?

Making your site multilingual means making it available in multiple languages. Remember, 75% of the world’s population doesn’t speak English! Therefore, if your organization plans to grow and attract customers in different countries, you should consider investing in a multilingual site.

Making your site multiregional, on the other hand, means localizing your site for different regions—whether in the same country or internationally. For instance, if your service offering differs between Canada and the US, both of which are English-speaking, you may consider having a Canadian version and a US version of your site with content focused on each target group.

Creating A Multilingual B2B Website

When your organization is ready to implement a multilingual or multiregional site, there are various services and tools available to help with the process. However, if you don’t do it properly, you may run into 3 common pitfalls:

1. Badly Translated Content

Machine translators are quick and cost-efficient, but they’re not very reliable and can result in low quality translations, which can negatively impact user experience, messaging and site ranking in search engine results. To ensure your site content is translated properly and in the right context, engage reputable vendors that offer human translation services and are knowledgeable about your target and industry.

2. Content Management Nightmare

If your site has lots of pages of content and you are translating it into several other languages, you can easily find yourself in a content management nightmare. During content development and translation, it may be best to create a copy deck of your entire site in English and have that translated into the different languages. You can also use cloud services such as GatherContent, which allows you to export your content into your site’s compatible CMS or API. Another neat tool to consider, if your site runs on WordPress, is the WordPress Multilingual (WPML) plugin.

3. Bad SEO

Your site should be search engine friendly and each page should have meta title tags, a meta description, keywords, alt tags, etc. If it’s not, this the perfect time to optimize your site so that Google ranks your pages better! To properly optimize your sites in the other languages, make sure you don’t directly translate keywords as per Daily SEO Tip. People may not search the same phrases in different regions or countries. Also, make sure you properly set up your sitemap so that Google knows whether your site is multilingual or multiregional and doesn’t penalize you if you have identical content, say on the Canadian and US versions of your site. Check Google support for best practices in setting up sitemaps and additional useful information on multiregional and multilingual websites.

What’s Next?

If you’re thinking about creating a multiregional or multilingual website, we’re happy to help. Contact us and check out examples of multilingual sites we’ve developed for Hubwoo and Livingston International.

Creating Better B2B Website Content- 5 Tips from Brainrider [Infographic]

Creating better B2B website content is worth the investment – here are 5 tips to make it easier to do.

Everyday we are all flooded with promotional web content. “Buy now!” “Enter to win!” “Don’t miss out!” In order to have your web content stand out from the sea of competition, you need to write content that addresses what people truly care about: their own needs and pains. It may be tempting to focus wholeheartedly on your sales pitch, but the truth is customers aren’t interested in that. They just want to know what you can do for them.

The best website copy is customer-focused, clear and concise, optimized for keywords (SEO), organized for user experience, and measured for results.

To help you along your content marketing journey, we made this infographic with 5 tips for creating better website content.

Creating Better B2B Website Content Infographic

For more advice on creating web copy, or if you have any questions or comments, don’t hesitate to contact us.