Marketing Automation tools are so powerful they can help you efficiently overload your sales team, spam your market, publish lots of content no one will read, and then get accurate analytics on how your marketing investment has been wasted. If you think this might be happening don’t feel alone.
B2B strategy and execution is just starting to catch up to the potential of the software. The mix of skills and expertise needed to create success crosses different marketing disciplines from content, to web development, to campaign planning, to email marketing, to analytics and more.
This post reviews the different available service options, what to look for, and how to identify what you really need. (more…)
Jon Miller VP Marketing and Co-Founder at Marketo (@jonmiller2) outlines the 7 stages of Marketo’s marketing pipeline in the following video from softwareadvice.com an online resource for buyers of marketing automation software.
We love several of the concepts that Jon outlines in this process. First that the names in your pipeline don’t start as active leads until they engage with your content and provide data to help segment and profile them. The second is the concept of active nurturing and lead recycling. This video is a great overview of how Marketo uses marketing automation as a tool for lead management and Jon goes on to share more at softwareadvice.com.
It Is Also A Terrific Example of Content and Programs
But how this video is executed is also a terrific example of both content and programs. (more…)
Generating more qualified leads, increasing their engagement, and getting more customers doesn’t always require a bigger B2B marketing budget. Instead you should look at optimizing how your budget is spent. Here is a case study of a client project that delivered double the leads without increasing their budget.
Objective: Better B2B lead generation results from AdWords
While AdWords can efficiently drive traffic it is often a very blunt demand generation tool. AdWords performance is generally measured by cost per click but for most B2B marketers higher traffic volumes rarely translate into better lead generation. The real objective should be optimizing all of your marketing, including your AdWords spend, to capture and convert more qualified leads. (more…)
Great new chart from the smart folks at MarketingSherpa on SEO Tactics for B2B marketing. Their survey data helps prioritize how much effort to spend on SEO hygiene vs SEO charm in order to connect with more customers as you build next year’s marketing plan and budget.
Optimizing your SEO effort for B2B marketing
While SEO hygiene (title tags, XML site maps, metadata) is seen as important the big wins are improving your SEO charm with keyword research, content optimization and content creation. But as you can see below these marketing initiatives are also seen as the most challenging and requiring the most effort!
How to Optimize and Create Better Content
Great! MarketingSherpa once again shares benchmark data proving that hard-work and content development pay-off. But how do you put their best practice advice into practice?
A key strategy for optimizing and creating content for better SEO is to focus on what your customer wants to know at each stage of their decision process. This is the most efficient way to connect with the long tail keyword strings prospects are searching, to develop the content they want, and to reflect the language they are using.
A second successful approach is to re-purpose, develop and test content in lighter formats like tweets and blog posts using an intelligent mud approach before you make a big investment in heavier content formats. This is the most efficient way to test and learn what is working before you commit your content development budget.
But the best starting point is the development of a content plan. See this post for a practical approach to content planning or better yet, contact us and we will help you build the right foundation for your B2B marketing.
The BrainRider blog often gets inbound searches looking for information on reaching more B2B customers, lead generation best practices, how to build awareness, get more customers, fill my funnel, create more customer demand.
These searches are the practical evidence of major changes in the B2B marketing mix. (see this post more data on this trend)
The truth is that B2B marketing and selling is quickly evolving. Across industries, the marketing and selling context has changed. Buyers are behaving differently, and the work required to make a sale is becoming more difficult. While tools like the web, search, social media, marketing automation and CRM solutions are driving much of this change the trend is not just about technology. (more…)