If you follow marketing and digital related blogs and news sites, then it won’t come as a surprise to you that marketing professionals and CMOs are expected to show how activity achieves business results.
As marketing professionals, we need to have an in-depth and real time understanding of how we contribute to our organizations’ or clients’ revenue. In addition, we must also be able to have an ongoing conversation with our sales teams that is revenue focused, far away from “the feeling” that our campaigns are generating good results and increasing brand awareness.
As spending on digital takes a greater share of the overall marketing budget, greater scrutiny is being brought to bear upon the CMO to justify these investments. Attributing revenue to a specific channel or combination of channels, rather than just attaching it to the “last click” is a challenge that is beyond the capabilities of most.
A good approach to doing this is to create your own marketing dashboard.
It used to be a difficult task to find examples of B2B companies achieving success in social, however as the channel has matured more businesses have been able to drive awareness and sales using various social platforms.
A survey published this time last year found that a majority of businesses (64%) were using social media as a marketing tool, so it’s likely that this number has increased today.
That research found that the most popular reasons for using social were for brand awareness (83%), encouraging social sharing (56%) and gaining trust and followers (55%).
As a frequent attendee of marketing conferences I’ve lost count of the number of times I’ve heard speakers tell their audience that SEO is incredibly simple, it’s just about having great content.
Not while this may be true in theory, many businesses are understandably sceptical about whether they have the necessary manpower or expertise in-house to regularly produce high quality content.
So at our Funnel event yesterday, which is part of the Festival of Marketing, it was refreshing to see Search Laboratory’s John Readman back up his words with a relevant B2B SEO case study.
SEO is very important for B2B businesses as 21% of all traffic to B2B sites comes from search engines, with around 90% of that portion coming from organic search.
If you attend any sales or B2B conference then it’s difficult to avoid hearing someone mention ‘the rules of engagement’.
But, David Klanac of Pardot argues, it is actually a very relevant phrase. It’s the nature of the marketer’s job to follow the changes wrought by proliferation of media.
David was talking at FUNNEL, part of the Festival of Marketing, and gave his seven tips for lead nurturing.
The first step for Pardot was to actually ask the B2B consumer "what steps do you take to research and purchase a solution?"
This question is important because the tactics for buying have changed. When Google started in 1998, only 26 million web pages were indexed, ten years later in 2008 this figure stood at one trillion. With all that content it’s hard to get found. Nevertheless, consumers try, searching two or three times on Google before considering the purchase cycle.
So, what are David's seven tips for nurturing leads?
It's never too early to get your house in order for next year.
This morning at FUNNEL and the Festival of Marketing, I listened to Adam Sharp from clevertouch, marketing automation specialists.
Adam outlined how the marketing department is changing, and what you need to be thinking about to prove that the marketing team is the place where fundamental change can be driven within the organisation.
Marketing automation solutions alone cannot get you the marketing performance transformation you’re hoping for - you need to get the company culture and skills aligned with it for true success.
To find out how you can do that, read the next in this this two-part blog post series.
In part one, I looked at the skills required to implement marketing automation software and why a transformation on a cultural level needs to occur before any system can be successfully implemented. Here i explain the next steps in that process.
The more digital we become (define and measure that how you will), the more advantage we can gain from being ‘human’ in our communications and sales approach.
As community and privacy is eroded, social skills and the ability to network become high-value attributes, where once they may have been called soft skills.
We get lots of request for examples of good B2B marketing, so here's a trio for you and all your family.
For this post, I've been taking a look back at our shortlisted B2B entries from The Digitals awards, which were handed out last month.
When it comes to the B2B realm, the word “digital” is still considered a bit taboo. A good majority of B2B companies have yet to totally integrate digital strategies into their overarching marketing efforts.
Don’t get me wrong—some in the B2B sector really get it, such as Dell, American Express, GE, among others.
But why is it that so many B2B executives feel that digital marketing won’t help them take their business to new levels?
Lately it seems like content marketing is all people are talking about. B2B marketers however, don’t always see themselves as getting a slice of that pie.
It’s true that B2B content marketing has unique challenges: it can be hard to get a conversation started (let alone shared) by business customers or to create viral appeal (usually pathos-driven human interest angles).
But just because you're B2B doesn't mean you can't be one of the cool kids.