Author: Jeff Rajeck

Jeff Rajeck

Three ways B2B marketers can drive more traffic to their sites

Advice for B2B marketers often focuses on how to optimise the company website. Specifically, marketers should state what problems the B2B company solves, deliver high-quality content, and include a clear call-to-action.

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The essential first step toward digital transformation

Many people wonder where they should start with a digital transformation programme. The most obvious place, since we are talking about 'digital' transformation, is technology.

Starting transformation with technology may include doing things like revamping the website, building an app, or even purchasing a marketing cloud to show that your company is, indeed, on its way to becoming digitally transformed.

Doing so, however, may be a big mistake.

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How to score more leads with the B2B messaging equation

Business-to-business (B2B) marketers often face a dilemma. They are aware that digital marketing can be more cost-effective than traditional marketing, but at the same time they need to deliver leads and so typically have little opportunity for experimenting with digital.

To help those in this situation, Econsultancy recently held a Digital Intelligence Briefing in Singapore featuring B2B marketing specialist Anol Bhattacharya. Bhattacharya related his vast experience in generating leads online for some of the world's largest B2B enterprises.

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Analytics approaches every marketer should know #4: Prescriptive analytics

One of the vast, underexplored opportunities of digital marketing is that, with the right data, marketing performance can be improved automatically in ways which marketers cannot foresee.

To make this happen, though, marketers need to use analytics, specifically prescriptive analytics, which we discuss in our fourth and final post in the series.

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Analytics approaches every marketer should know #3: Predictive analytics

According to many of today's advocates for data-driven organisations, predictive analytics sounds the most exciting. It apparently lets us 'predict the future using data from the past'.

While being able to see the future sounds great, the reality of predictive analytics is a bit more mundane. It does, however, still have the potential to make real business impact in the present.

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Analytics approaches every marketer should know #2: Diagnostic analytics

In the first post in our series on analytics, we discussed descriptive analytics which you can use to keep others informed about what has happened.

The next step on your analytics journey is to discover why something has happened, and for that you need diagnostic analytics. Here's an overview of the practices including an example, a step-by-step guide and some best practices.

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Analytics approaches every marketer should know #1: Descriptive analytics

The term analytics is rooted in the ancient Greek word for 'breaking up' or 'setting free' and was intended to indicate a transformation of something complex into something simple which everyone could understand.

With that in mind, it's funny that analytics itself is now widely regarded as complex, difficult and something best left to the experts.

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How digital transformation can revolutionise marketing

Most coverage of digital transformation refers to its impact on the business as a whole, with marketing as one small part of the discussion.  

At a recent Econsultancy event, delegates were offered insights by an industry expert into how digital transformation can transform marketing on its own.

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How to get started with design thinking

Econsultancy has covered design thinking a number of times.

And while these posts offer a great introduction to the whatswhys, and hows of the topic, it often helps to get the perspective of a practitioner in order to put all the pieces in order.

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Programmatic has become problematic: Here's what marketers can do about it

Programmatic ad buying has been growing year on year, despite being plagued with scandals.

Whether its click fraud, brand safety, data privacy, or viewability it seems that every time programmatic is mentioned that it's because it is causing some major headache for marketers.

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Four search engine marketing updates busy marketers might have missed

Google is changing so often these days that many marketers struggle to keep up-to-date.

Just looking at all of the Google algorithm updates is enough to give anyone a headache.

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Email marketing must be mobile, automated & personalised to deliver ROI

According to a recent Econsultancy report, marketers feel that email marketing delivers better ROI than any other digital channel.

The annual Email Marketing Industry Census in association with Adestra, offers insights into what marketers are doing globally through a survey of 1,200 marketers. At a recent Econsultancy event in Singapore hosted by NTUC, we reviewd these key insights.

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