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Showing posts from November 29, 2018
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Decoding SEO for business leaders: 5 tips to get stakeholders on board

As SEO professionals, when we present our strategy and project ideas, we are often met with blank stares from business stakeholders. They are not able to connect the dots from SEO jargon to business goals.And my fellow SEO colleagues, we need to own this one. Every so often we forget to speak in simple language that is understood by all. We do tend to speak in acronyms and codes.In today’s digital world, we buy and sell online, we pay our bills and make our deposits online. When the first instinct of the users is to “Google” the products or services they want, the business needs to ensure they provide content that meets the user’s search intent. Search Engine Optimization plays a pivotal role in ensuring this content is optimized and available for search engines to display to the end users.Organic search contributes significantly to the website performance, as well as plays a critical role in the buyer journey, which could lead to a conversion or an engagement. Without proper SEO stra…

5 predictions for B2B marketing in 2019

As we close out 2018, most of us have already been spent the last couple of months (at least!) thinking about 2019. And as I think about the coming year, I think about “what’s next” for B2B marketers. This gets more and more challenging each year, because the pace of change has accelerated each year. But that’s also why B2B has become such an exciting and dynamic market during the past several years.So, here are five trends I predict will be hot for B2B marketers in 2019.1. ABM will become a core platform for marketers in the martech stackWhile CRM is the system of record for all sales activity and marketing automation systems are used by almost all sophisticated B2B marketers, each carries well known limitations. In particular, both focus on known, individual contacts. In an account-based world, that’s not enough. As a result, ABM platforms are quickly becoming the third leg to the B2B marketing tech stack. Together with CRM and marketing automation solutions, B2B marketers can span …

Measuring return on content: It’s simpler (and more important) than you think

Marketers are investing billions of dollars in content marketing efforts every year, and yet many have a very weak understanding of the return they see on such investments. According to the Content Marketing Institute, a third of B2C marketers (PDF) don’t even measure their return on content. That figure grows to a staggering 47 percent among B2B marketers (PDF).This lack of accountability is a stark contrast to the data-driven strategies that the same marketers are meticulously applying to their lower-funnel activities in search and display. Why the difference? Well, according to the Content Marketing Institute, 45 percent of B2C marketers who don’t measure their content ROI cite the top reason as “we need an easier way to do this.” That same response tops the list of reasons given by B2B marketers, right alongside “no formal justification required.”The simple fact of the matter is that many marketers aren’t tracking return on content because they’re intimidated by what they perceive…

Facebook passes key hurdle in MRC viewability reporting audit

A big part of the way Facebook aims to prove its ads are viewable has just taken a giant step forward. The Media Rating Council (MRC), the industry standard keeper for media measurement, has signed off on Facebook’s process for providing data to third parties for verification.The MRC has been reviewing how Facebook and Instagram handle data that it passes to its third-party vendors and how those vendors ultimately report on its viewability.MRC has yet to grant accreditation to the second part of the process — which is handled by the third-party verification companies after Facebook hands over the data — but, according to a press release (PDF) announcing the news, Moat, Integral Ad Science and DoubleVerify have agreed to let the MRC audit their portion of the process, as well.MRC’s audit process. Why it mattersViewability continues to be a hot topic, as advertisers yearn for standards and accountability. And after a tumultuous year, Facebook is pining for some good news.MRC accreditatio…

Marketing Day: Black Friday shoppers, Forrester buys SiriusDecisions & mobile ad fraud

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Compare 15 top marketing automation platforms
Nov 28, 2018 by Digital Marketing Depot Regardless of your company’s size and marketing sophistication, marketing automation tools can provide the following benefits to the organization: Increased marketing efficiency. Enhanced ability to generate more and better-qualified leads. A multichannel view of prospect behavior. Better alignment of sales and marketing goals. Improved lead conversion and ROI. MarTech Today’s “B2B Marketing Automation Platforms: A […]165 million people shopped online and in stores over Black Friday weekend
Nov 28, 2018 by Greg Sterling There were just under 90 million multichannel shoppers who spent on average $93 more than online or in-store only buyers.Quora unveils new Promoted Answers ad unit
Nov 28, 2018 by Robin Kurzer The Promoted Answers unit has the same targeting op…

For many marketers, platform integration is a ‘must have’ for new tools

Marketers have many criteria for software tool selection, and the marketers of those tools have many angles to pitch.But one factor turns out to be a necessary first hurdle for many business tool customers:Is it integrated with [my favorite platform]?‘Everything in one spot.’ That is, many firms — small-to-medium-sized businesses (SMBs) in particular, but also some enterprises — are heavily dependent on, say, Salesforce or HubSpot, so they prefer tools that are natively integrated with those platforms.For inbound growth agency Nextiny Marketing, for instance, the universe of available software tools starts — and mostly ends — with those integrated with HubSpot, since the Sarasota, Florida-based firm is “built around HubSpot,” according to CEO Gabriel Marguglio.If it’s marketing, sales or service software, he told me, it has to be part of HubSpot’s ecosystem for Nextiny to consider it. His company frequently uses HubSpot-compatible business analytics dashboard Databox, video hosting en…

Teach yourself about machine learning and artificial intelligence

Though you’ll hear near universal praise for data-driven decision-making, many companies haven’t yet been able to put such a strategy into practice. Why? Well, one barrier, acknowledged by 75 percent of marketers surveyed by Econsultancy last year, is that too few in the marketing realm have the requisite training and education on data and analytics, particularly in the areas of artificial intelligence (AI) and machine learning.This situation leads both to hiring challenges and to great opportunities for those who possess or can develop the necessary skill set.If your company or agency doesn’t already have training programs in place, you’d do well to take matters into your own hands, as there are myriad online offerings that allow you to school yourself on the latest technologies. And they’re not all oriented toward programmers, meaning they can help marketers understand the best use cases and necessary building blocks for employing machine learning and AI to best advantage.1. Amazon’…

Compare 15 top marketing automation platforms

Regardless of your company’s size and marketing sophistication, marketing automation tools can provide the following benefits to the organization:Increased marketing efficiency.Enhanced ability to generate more and better-qualified leads.A multichannel view of prospect behavior.Better alignment of sales and marketing goals.Improved lead conversion and ROI.MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms and the considerations involved in implementing this software in your business.This 48-page report includes profiles of 15 leading B2B marketing automation vendors, capabilities comparisons and recommended steps for evaluating and purchasing. If you are a marketer looking to adopt a marketing automation software platform, you need to read this report. Visit Digital Marketing Depot to download your copy.The post Compare 15 top marketing automation platforms appeared first on Marketing Land.

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