How to Manage Expectations Around Marketing Vanity Metrics

marketing vanity metricsB2B marketers beware: Marketing vanity metrics are easy on the eyes but only skim the surface when it comes to actual value. Although vanity metrics make you feel good about your marketing efforts, these surface-level metrics only reveal part of the story.

But, fear not dear marketer! If you turn your attention to the metrics that matter, you can improve your marketing strategy and communicate the important insights to leadership. Continue reading “How to Manage Expectations Around Marketing Vanity Metrics”

Third-Party Lead Generation and GDPR Compliance

lead generation and gdprThe EU’s General Data Protection Regulation (GDPR) is here and mandates major changes to the modern marketer’s B2B lead generation efforts.

Most marketers are (or should be) well on their way to GDPR compliance when it comes to website and landing-page form language, data transfer procedures, and documentation.

Less understood, though, are the ways in which the GDPR affects B2B marketers’ third-party lead generation campaigns. So, in today’s blog post, we break down the basics for you. Continue reading “Third-Party Lead Generation and GDPR Compliance”

The Content Marketer’s Guide to Predictive Analytics

predictive analyticsIn modern-day marketing, data is the new oil. The more customer data you capture, analyze, and act upon, the better you get at creating influential marketing narratives. In fact, 63% of marketing executives feel strongly that data-driven marketing is crucial to success in our hyper-competitive global economy (source).

But—as the best content marketers will tell you, analyzing and applying customer data is complicated and time-consuming.  Fortunately, we live in an age of technological innovation—an age where artificial intelligence and machine learning have quickly become the gold standard. Why do we bring this up? Well, the latest and greatest in marketing technology may be the solution to your content marketing needs. Continue reading “The Content Marketer’s Guide to Predictive Analytics”

A Marketer’s Guide to Optimizing Web Content for Voice Search

optimize for voice searchB2B companies take note: Use of voice search is on the rise. In fact, 41% of U.S. adults use voice search on a daily basis (source).  This search trend presents a unique opportunity for your company to jump ahead of the competition and generate more organic traffic to your business websites.

Market research firm Gartner predicts that by 2021, early adopter brands that redesign their websites to support visual and voice search will increase digital commerce revenue by 30% (source). This is great news for B2B businesses ready to tackle voice search. But, the truth is, optimizing web content for voice search can be tricky, and it can be tough to even know how to begin. Continue reading “A Marketer’s Guide to Optimizing Web Content for Voice Search”

How to Bolster Your B2B SEO Strategy with PR

b2b seo strategyAs our world becomes increasingly digital, lines between business concentrations have blurred. Marketing bleeds into social media. Social media bleeds into customer relations. Customer relations bleeds into branding—and so on and so forth.

But, two marketing initiatives that aren’t often integrated are search engine optimization (SEO) and public relations (PR). However, these two initiatives must be intertwined in order for a company to compete in today’s marketplace.   Continue reading “How to Bolster Your B2B SEO Strategy with PR”

7 Best Practices for Successful Event Branding

event brandIn an age where digital messaging heavily influences the way we communicate, it should come as no surprise that in-person professional events continue to be a mainstay marketing solution for companies.

According to the 2018 Event Marketing Benchmarks Report that surveyed over 400 mid- to senior level event marketers, 95% of respondents state that live events provide attendees with a valuable opportunity to form in-person connections in an increasingly digital world (source). Continue reading “7 Best Practices for Successful Event Branding”

How to Boost Organic Traffic to Your B2B Blog

organic trafficSearch engine optimization—or SEO—is an essential component of any online marketing strategy. After all, more and more users are turning to Google and other search engines to research companies and products. As a result, the visibility of your company’s website is critical to the success of your brand.

And, it’s no secret– B2B blogging is a key contributor to a successful SEO strategy. Consider these statistics: Continue reading “How to Boost Organic Traffic to Your B2B Blog”

5 Ways Your Sales Reports Are Hurting Your Business

sales reportsReporting allows sales professionals and managers to stay on top of their team’s performance, uncover key insights about customers and the sales cycle, and develop new strategies to increase the effectiveness of their entire sales organization.

But, there’s a downside to sales reporting too. If you don’t take the right approach, your sales reports can be a waste of time– or worse, they can inspire poor decision-making and negatively impact many aspects of your business. Continue reading “5 Ways Your Sales Reports Are Hurting Your Business”

Your Guide to Personalized Marketing [Infographic]

personalized marketing infographicIn the modern marketing landscape, personalized marketing has quickly become the gold standard. Here’s why: Prospects and customers have access to a wide variety of content online and as a result, companies must take extra steps to make sure their content is seen first.

Personalized marketing content is inherently more engaging, more relatable, and ultimately, more successful than other types of content. For this reason, the experts at ZoomInfo put together the following infographic. Continue reading “Your Guide to Personalized Marketing [Infographic]”