B2B Marketing, Digital Media and Marketing Strategy
No one makes a million dollar decision based on one white paper, one email or one Google search.
The buying process may take 12 to 18 months. 20 different people may be involved in the decision. Peers, consultants and analysts will provide their input.
It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? [Read more...]
Like this post? Subscribe to be notified of future posts!
Dan Zarella and Hubspot gave the “what is your social media audience worth” pot a good stir last week.
It doesn’t matter if you like Hubspot’s formula or not (at least not for this article). One day many businesses will put a value on their social media audience, if it is in the form of monthly impact to their business or the average value of an audience member.
Then what? How do you use the value of a like, follower, circler, or similar to improve the value of your marketing and your business? [Read more...]
Like this post? Subscribe to be notified of future posts!
Data is the foundation for analytics. Analytics is the foundation for marketing driven by data and insights.
When you start with bad data, you get erroneous insights and your marketing goes in the wrong direction.
A recent research result from ITSMA and Vision Edge Marketing is eye opening. Even though the importance of starting with good data should be obvious, B2B marketers are analyzing and optimizing marketing from a broken foundation. [Read more...]
Like this post? Subscribe to be notified of future posts!
Your marketing makes me dislike you. In fact, it makes me, once a potential customer, reconsider if I should even do business with you.
However, your marketing performance measurement doesn’t capture my disdain. I am simply one more individual that did not buy. I am just part of your standard drop-off rate.
How many more people like me are out there? More than you realize. [Read more...]
Like this post? Subscribe to be notified of future posts!
To see how a particular element of your online marketing program is performing, you likely turn to your most recent reporting. But what if your measurement is wrong?
When online marketing reporting is based on the most recent click (which is the standard across most solutions), your reporting will be inflated for any marketing that reaches your audience shortly before they buy, register or sign-up.
The end result? You make the wrong marketing decisions. [Read more...]
Like this post? Subscribe to be notified of future posts!
In B2B marketing, collecting numbers is easy. Picking the right measurements and consistently using them to improve your marketing is the real challenge. Here are just a few of the questions you will need to address:
Like this post? Subscribe to be notified of future posts!
If you measure or benchmark B2B demand generation activity across sales and marketing, one of the best benchmark resources just received a major facelift and a number of improvements.
Yesterday SiriusDecisions unveiled their new demand waterfall at the annual SiriusDecisions Summit. The new waterfall (or funnel, to most of us) provides a framework for measuring and benchmarking demand generation from initial inquiry to close and across sales and marketing. [Read more...]
Like this post? Subscribe to be notified of future posts!
Some days it seems online marketing revolves around cookies, those small text files stored in your browser that may be automatically deleted by browsers or routinely deleted by individuals.
Cookies are used (among other things) for measuring performance, targeting advertising and personalizing sites. But how reliable are cookies and more importantly, how does that impact our data and decisions?
As a way to identify an individual, third party cookies are unreliable. However, most advertising applications for cookies assume they are used to identify a person consistently over time. [Read more...]
Like this post? Subscribe to be notified of future posts!
The latest report shows Pinterest now drives more traffic than Twitter. You may want to know not just how much traffic Pinterest is driving but also what users are pinning your content and driving the most traffic.
Fortunately for marketers, Pinterest is one of the easiest platforms to track.
Recently I published tricks I have learned to discover who is sharing your content on Twitter and LinkedIn and how much traffic each is driving. Here is how to get the same information about Pinterest, even if you aren’t using Pinterest. [Read more...]
Like this post? Subscribe to be notified of future posts!
Without marketing metrics, marketers cannot manage investments or show the value of marketing. However, without careful selection of metrics, diligent analysis and a clear overarching vision, those same metrics can become the biggest barrier to successful long-term marketing programs.
Short term metrics are easily gamed, and it often happens unintentionally. Here are a few common metrics for B2B marketers and ways some businesses influence the metric without driving long-term results. [Read more...]
Like this post? Subscribe to be notified of future posts!
I am a digital and B2B marketer with a background in analytics and online media. Based in Portland, Oregon, I run the media group at Babcock & Jenkins.
Views expressed are my own.
