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It doesn’t take a face-to-face meeting to learn what your customers and leads are seeking online. They are already telling you through their behavior on your website and their interactions — or lack of interactions — with your content across channels. Once you have a robust understanding of these behaviors, you can predict your customers’ […]
Is the customer experience central to each and every one of your marketing efforts? If not, you might as well just throw in the towel now. Sound harsh? It’s not. After all, satisfied leads are the only ones who continue through the sales funnel and become customers, and satisfied customers turn into loyal brand advocates […]
Search engine optimization (SEO) is something companies can no longer afford to ignore. How can you be sure that every piece of content you create is working to boost your website’s performance in search? SEO is an ever-changing field, so even if all your content was perfectly optimized just a few months ago, it may […]
Top-notch content can only build your brand if people can find and appreciate it. Even content that initially engages your audience quickly loses value if you do not continue to promote it. The good news: you can make your content work harder for your business. By creating evergreen content and tailoring it for use across […]
If you want to maximize the impact of your content, you need to track the right KPIs. With the appropriate metrics and measurement practices in place, you can monitor outcomes across the entire lifecycle of a campaign. Here are a few metrics you might be missing: 1) MQL to SQL conversion One of the best […]
Every year, it seems marketers get fixated on one or two “big things.” These trends tend to dominate conversations and airwaves until they’ve either died out, or we’ve collectively said everything that can be said about them and have moved onto something more timely. A few years ago it was Twitter. Then it was inbound […]
Compelling messages and attention-grabbing creative are great, but if they’re not delivered through the correct channels, what’s the point? Your campaigns will never reach your target customers unless they’re delivered based on a data-driven channel strategy that focuses on finding the best vehicles for the job. To optimize the channels through which you deliver your […]
Since the early days of email marketing, just about every industry has jumped on board. Marketing messages swamp work and personal inboxes, and it takes a lot more to stand out than it once did. Last year, we spent a whole month talking about the power of email marketing, but this important component of the […]
Is video the next great content channel for B2B? 76 percent of B2B marketers saying they will use video in their content marketing sometime this year. Video is shown to be as effective as blogging for B2B marketers, but given the costs associated with producing high-quality video content, companies need to strategically design video campaigns […]
Especially in B2B marketing, social media exists in a strange place: its immediate impact on business isn’t always clear, yet it seems like something that should be done. But is it? Today, let’s take a look at how B2B brands can use social media to make a meaningful impact on the bottom line. It all […]
