Friday Wrap-Up: This Week in B2B Marketing Tips
1. B2B Marketing Infographic: How are B2B marketers optimizing their funnel?
Love this. Love it. From the top five most effective demand gen tactics to the frequency of lead nurturing touches, MarketingSherpa provides a great infographic to help marketers identify “…the most effective strategies and tactics for attracting and converting the modern B2B buyer.”How are B2B marketers optimizing their funnel?
2. What Wins In Google Universal Search? Videos, Images & Google!
Not long ago I read a study that reported a large percentage of executives are now making purchasing decisions based on videos – from product descriptions to customer testimonials – and relying less on traditional forms of research like site descriptions or collateral. Not sure if the data below from Search Engine Land underscores that finding or is helping to create it, but it’s information you should know: What Wins In Google Universal Search? Videos, Images, & Google!
3. Prediction Power: Asking Gets Results
Some interesting behavioral research here that reports “the more visible or tangible a commitment is, the more likely it is to be acted on.” Neuromarketing digs into the data and provides a few ideas your marketing and sales teams can use to make the most out of the revealed probabilities: Prediction Power: Asking Gets Results
4. Promoted Tweets Gets More Targeted, Promoted Trends, More Expensive
One thing that stood out for me in this Marketing Vox post is a stat that actually comes from Twitter about their Promoted Trends offering. Specifically, “…Twitter has worked with some 600 advertisers on 6,000 advertising campaigns, 80% of which came back and bought more placement.” 80 percent. In a time when ad spend is about as popular as the plague for most organizations, 80% is huge. If you’re one of them, I’d love to hear about your experience. For everyone else, check it out: Promoted Tweets Gets More Targeted, Promoted Trends, More Expensive
5. Marketing Must Change: A Q&A with Michael Stelzner
I’ve had the good fortune of talking with Marketing Profs’ Chief Content Officer, Ann Handley, a handful of times over the last few years and she is, without a doubt, the cat’s pajamas. In addition to having an absolutely hysterical story about freeing a lobster in Boston (no kidding), Ann is always a great resource for insight and information about what’s happening in marketing right now.
The following post is an interview with Michael Stelzner, and covers the importance of a solid content strategy, how social has changed the game, and quite a bit more. Read more here: Marketing Must Change: A Q&A with Michael Stelzner
6. A Little Extra
The following posts (and example) are really intriguing to me not for the tips or best practices they provide, but rather, the questions they ask. Will we like AI when it does; as it seems it must, eventually awake? Read Thought Gadgets’ TomTom vs. Frankenstein and let me know.
Within an hour of reading Toyota Venza Reminds us Of The Dangers Of Evangelism I discovered this lovely nugget from Google suggesting an “Email Intervention” for my friends that haven’t made the switch. The timing couldn’t have been more perfect. So, I’m curious – should there be a balance between seeking and nurturing advocates for your organization vs. evangelists? Does it matter? Love to hear what you think.