B2B Social Listening: How to Tune In

Good listening skills are paramount to any relationship and the same is true when it comes to B2B social listening. When done correctly, social listening skills can not only improve your social media interactions but also provide current, up-to-the-minute insights into the needs and pains of your audience, which will add depth and dimension to your marketing strategy.

Social listening B2B

What is B2B social listening? 

B2B social listening, also known as social media monitoring, is the process of listening and evaluating online discussions, to find out what customers, industry leaders, and competitors are saying about a company, brand, product, or concept. A study conducted by JD Power and Associates reported that 42% of companies listed social listening in their top three priorities for 2013. Compared to more traditional research tools like focus groups, interviews, and surveys, social listening often yields fresher, more current data, usually with less effort involved.

Social listening can be used to track relevant conversations that businesses can use to:

  • Connect with new prospects
  • Identify conversations and topics that will connect to your customers’ needs and pains
  • Identify and connect with potential partners / resellers
  • Monitor competitive activity
  • Support and engage with current clients and / or people who have participated in their programs

It’s a good idea to prioritize and rank these objectives according to what you are trying to achieve with your social listening strategy. This will help to determine which keywords to track.

What tools should I use for B2B social listening?

There are many tools available for identifying and aggregating data from public platforms. Examples include:

These tools deliver data, though—they do not interpret it.

While some tools are capable of organizing data by category and sentiment, technology cannot accurately translate the subtlety of sarcasm, clichés, and colloquial expressions. Human analysis is still necessary to interpret significance from the aggregated content. Technology is useful to expose the conversation, however it won’t do the interactive footwork for you.

How should marketers use B2B social listening to track relevant conversations?

 1.    Choose a platform (Brainrider recommends Argyle social, but there are many great tools available).

2.    Choose the keywords you want to track. These should be based on searches that are relevant to both your target audience’s problem, and your value proposition. You should also include competitor’s brand names, product names, solution names, or specific technical concepts unique to the industry.

3.    Set up keyword tracking.

4.    Set up campaign classification for your business’ content. Brainrider does this by defining the needs and pains of your customer, classifying those pains into 4-5 content categories, and then filtering those categories back through your value proposition, to ensure your keywords are connected to your business. You can tag assets within a campaign, and then track which campaigns are the most engaging.

5.    Set aside 30 mins – 1 hr/week to review and read conversations. Set aside 10-15 minutes every day to engage with 2-3 conversations each week. For example, you can engage is by offering resources to demonstrate subject matter expertise.

6.    Review your keyword in chosen platform, looking for relevant conversations.

7. Identify relevant conversations. Here’s some criteria Brainrider uses:

  • The message comes from one of your target audiences, prospects, potential partners / resellers, competitors, or current clients
  • The message is relevant to your business’s value proposition (someone is looking for a tool similar to what you provide, or trying to solve a problem that your business could solve).
  • The message shares something of value.

8.    If you spot valuable, relevant content being shared by a third party, share it with your followers.

9.    Continually cull your keyword list down to focus on those with a higher yield.

 What should you do next?

Download this content marketing strategy template to align your content development with your business objectives.

Pinterest for B2B: What You Need to Know

What should you know about Pinterest for B2B? Well, Pinterest has taken the social media world by storm, since its launch 3 years ago. With over 48 million users, it’s hard to ignore the fact that this highly visual platform creates an excellent business opportunity to attract leads and develop brand awareness. But, many companies find themselves scratching their heads, wondering where to start and how to fully optimize a Pinterest profile for their company.

To help you get started, we’ve compiled a list of Pinterest best practices, advice, and some helpful business examples.

Why pin:

  • Content consumers are very attracted to visual information. According to Social Media Chimps, approximately 83% of learning occurs visually and people remember only 20% of what they read.
  • It forces your business to think creatively about new types of content and visuals to attract and educate audiences.
  • Pinterest for B2B can help with SEO, if you emphasize keywords and link to your web pages.

What to pin:

  • Visually appealing and easily digestible content
  • Thumbnails or images from your e-books, white papers, guides, and blog posts (with an accompanying link)
  • Infographics and memes
  • Videos
  • Product and services previews
  • Creative content that displays your company culture
  • Photos of events
  • Other users’ content- just make sure you cite that it’s their source

How to engage users:

  • Comment on other people’s pins to build a larger following
  • Connect your profile to your other social media platforms
  • Ask questions
  • Actively promoting re-pins
  • Pin regularly
  • Add a “Pin It” button to shareable pages and custom images on your website, such as blog posts

Other Pinterest for B2B best practices:

  • Link your pins to your website through the provided tool or in the description of your pin
  • Don’t just self-promote, share useful information that focuses on your audience’s needs and pains
  • Use analytics tools to measure traffic and leads- then adjust your content based on demand
  • Check out Pinterest’s free analytics tool for business accounts
  • Use analytics to gathers insights into buyer personas
  • Use keywords and descriptive hashtags
  • Stay focused on your target audience
  • Consider the legal implications of photo ownership

Who’s using Pinterest for B2B well:

Here are some great examples of Pinterest for B2B:


Pinterest for B2B

Marketo: https://pinterest.com/marketo/

Pinterest for B2B

HubSpot: https://pinterest.com/hubspot/

Pinterest for B2B

Eloqua: https://pinterest.com/eloqua

Pinterest for B2B

GE: https://pinterest.com/generalelectric/


Brainrider joined Pinterest a few short weeks ago and we are working to make our own account better. Follow us at: https://pinterest.com/brainrider/ and let us know if you have feed back or suggestions.




B2B Lead Generation Form Best Practices

B2B lead generation forms can serve as helpful marketing tools and can be highly beneficial to your business. If used correctly, they collect information about your website’s visitors, and ultimately turn anonymous visitors into identified prospects.

If you’re still unsure whether or not you need forms on your B2B website, here are a few benefits of using B2B lead generation forms. They help you:

  • Profile and get to know website visitors.
  • Generate better leads.
  • Understand visitors preferences, to better segment your database.
  • Get feedback from site visitors.
  • Qualify engagement and sales readiness.
  • Prove or disprove assumptions about target audiences.

There are 3 types of B2B lead generation forms:


    These are the most basic B2B lead generation forms you can have. When using static forms, no matter how many times a specific prospect fills out a form, they will always get asked for the same information in the form fields. You can create static forms that include basic text, dropdown menus, checkboxes, or even file uploads.


    Progressive forms are a marketing automation feature that allow you to further qualify repeated visitors. These B2B lead generation forms allow you to select which form fields appear for a specific prospect, based on the information you already have about them.
    For example, if you’ve already captured a prospect’s full name and job title the first time they filled out one of your B2B lead generation forms, progressive profiling allows you to capture further information the next time they fill out a form. This means more valuable information for you in the long run.


    Sometimes, if you’re working with a lengthy B2B lead generation form, it’s a good idea to break your forms up into 2 or 3 steps. That way, if a prospect starts filling out your form but doesn’t get through all the form fields, you can at least capture some basic information.
    This also means, if you’re creating a multistage form, you want to start with the most basic information first and get more specific in the next steps.

What B2B lead generation form is right for you?
It all depends on what your objective is!




Gated Content (Download)

Putting high value resources behind a form on your B2B website is a great way to capture and identify qualified leads. As a rule of thumb, asking for “first name”, “last name”, “company”, and “email” is good practice.
If the asset you’re offering is of extreme high value to your prospect, you can ask for additional form fields. A great way to further qualify returning prospects would be implementing progressive forms.


Subscribe / Manage Your Preferences

These types of forms capture prospects who are interested in subscribing to your content as well as give you insights into each prospects needs and pains.
Create an Email Preference Centre to allow prospects to opt in and out of your lead nurturing mailing lists (“I’m interested in”).


Event or Webinar Registration

If you’re running a webinar or any other event, don’t miss out on the opportunity to capture prospect information. This is where you can find out what they’re specifically interested in and follow-up appropriately.



Usually, if you’re running a contest, your goal is to capture as many leads as possible, rather than further qualify prospects. Therefore, keep your B2B lead generation form fields to a minimum to maximize form submissions.


Get a Quote

This is a great way to nurture and further qualify the sales readiness of leads. Because these prospects are demonstrating an intent to buy, you can require specific information (beyond just full name, email, company). Ex. “Company Size”, “Number of Employees”, “Role/ Title”, etc.
A great way to encourage form submission is to use a multistage form, where you request more basic information on Step 1 and more detailed information on Step 2 and 3. Avoid creating more than 3 steps, as that might discourage form completion.


Contact Us

Allow prospects to get in touch with you right from your B2B website. Variations include “Send Us a Message”, “Request a Call”, “Ask a Question”, or “Request a Demo”.
Keep form fields to a minimum. Create a dropdown menu to filter what kind of inquiry the prospect is submitting (sales, careers, customer support, others, etc).


Survey / Poll

Collect feedback on your products and services. Offer a free download in exchange for the feedback.


Sign-Up (Free Trial)

Collect all necessary information to sign-up prospects to a free trial of your product or services.


User Registration

Create a members-only section on your website where you provide access to exclusive content in exchange for prospect information. Because you’re offering more than one resource, you can require more fields in your registration form.


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”.

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.

What do the best B2B Infographics have in common?

Infographics are really trendy right now, but most of them don’t seem to be delivering that much real value – you know, that ROI stuff you’re always talking about…

So what should an infographic do? Why create them in the first place? One big reason to create an infographic is that people retain approximately 83% of what they learn visually, a drastic increase from the 20% retained by simply reading text.

Moreover, B2B infographics can be a great tactic for generating inbound marketing leads. To do that effectively though, with real value, we think they should do the following:

  • Tell a story with a beginning, middle and end. This story should be relevant to your audience.
  • Explain complex or quantitative information better than regular copy would.
  • Be easy to share and embed. (Try using a tool, like Pardot, to embed code for visual content. This will help readers share it on their sites, but will link back to your website.)
  • Help with SEO. (Use ALT Text to describe your infographic. Also, surround it with SEO-enriched text, such as a blog post. Then share the blog post, not just the graphic.)
  • Connect it to your content strategy, value proposition and your customer’s needs and pains.

We’ve had great results creating infographics for our clients and we’ve found that we get better results when we create the story first, not the graphic or the data. Before you start, really think about the story you want to tell.

If you’re just starting to play around with the idea of infographics, these do-it-yourself tools are are great place to start. Before you spend a lot of money, check out them out: