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B2B Marketers Find Content Downloads Drive Conversions - eMarketer

B2B Marketers Find Content Downloads Drive Conversions - eMarketer | The MarTech Digest | Scoop.it
New research from Ascend2 sheds some light on how B2B marketers can perhaps make that process a little easier. The firm surveyed B2B marketers worldwide in September on issues such as which online forms drive the most conversions.

It turns out the answer is the offer of a content download. Two-thirds of those polled said content downloads generated leads with the best conversion rates, more than webinar registration (45%), demo requests (37%), surveys and polls (26%) and even free trials.
CYDigital/marteq.io's insight:

B2B Marketers Find Content Downloads Drive Conversions - eMarketer

 

To be clear: not any kind of content download, but solid, unique, relevant content based on data.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Why Inbound Marketing Alone Likely Won’t Work Anymore - Relevance

Why Inbound Marketing Alone Likely Won’t Work Anymore - Relevance | The MarTech Digest | Scoop.it
The ideal scenario for a company is having maximum domain authority with little to no content surplus within its industry. The worst-case scenario for a company is having minimal domain authority and maximum content surplus within its industry. In this scenario marketers can’t just rely on inbound marketing, but must use earned and paid media, too. Thus, increasing the amount of time, energy, effort and budget required to gain the visibility necessary to be successful online.

In this scenario it’s much more likely that a company’s industry is in a state of content surplus. This is where the amount of content on the internet for the industry exceeds the average domain authority for said industry. It also means that there is more content on the internet than people looking for that content to solve their problems.

Industries come and go every day in this world. As a result, there will always be industries in a state of content deficit or surplus. We must have a strategy that taps into owned, earned and paid media – combining both inbound and outbound. Since most of inbound marketing content is considered top-funnel, helpful and “non-salesy,” our efforts should rely on those channels and methodologies that help drive visibility to said content.
CYDigital/marteq.io's insight:

In other words, too much content. Agreed! Way too much content floating out there, some of it incredibly crappy. Everyone has a megaphone and they're using it.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Email for Inbound Marketing: Best-Practices and Tips [Infographic] - EmailMonks via MarketingProfs

Email for Inbound Marketing: Best-Practices and Tips [Infographic] - EmailMonks via MarketingProfs | The MarTech Digest | Scoop.it
See how email has been transformed from an outbound to an inbound tactic, helping marketers guide prospects and customers, providing education and useful resources all along the customer journey.
CYDigital/marteq.io's insight:

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Inbound marketing vs. Account-based marketing: Diverging or aligning strategies? - Econsultancy

Inbound marketing vs. Account-based marketing: Diverging or aligning strategies? - Econsultancy | The MarTech Digest | Scoop.it

"For the most part they do differ.

  1. Inbound marketing starts when a visitor looks for your content. An account-based approach requires you to go out into the world and talk to your ideal prospect directly, not wait for them to appear.
  2. Typically deal sizes will be larger for ABM than inbound marketing.
  3. Despite technological advances, ABM is still limited in scale versus inbound marketing so typically there will be a larger number of deals.

The right approach clearly depends on who your company sells to. Obviously you are a company selling to businesses, but an account-based approach, even one using the latest techniques, does not work if the average lifetime value of your largest clients is small. In this scenario an inbound marketing approach is still the best approach."

CYDigital/marteq.io's insight:

Diverging. Pick one.

 

From MarTech 101 to Advanced Techniques, marketingIO has you covered. Contact us. #MarTech #DigitalMarketing

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Ashley Kimler's curator insight, July 17, 2018 8:40 PM
You should never rely solely on one type of marketing if you want to succeed in business
 
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Inbound Isn’t Working Like It Used To: The New Approach to Attracting Prospects - Relevance

Inbound Isn’t Working Like It Used To: The New Approach to Attracting Prospects - Relevance | The MarTech Digest | Scoop.it

"Before you consider throwing your inbound and content marketing strategy calendar out the window, consider the following:

  • Your buyers are searching. In the 2014 B2B State of Procurement Study, Accenture found that 94% of B2B buyers did some kind of online research before making a purchase decision.
  • Your competition is blogging. Competition is one of the main reasons for a decline in the rate and level of inbound marketing success. Everyone is blogging – making it harder to get noticed. But by cutting yourself out of the picture completely, you’re only guaranteeing you won’t get noticed.
  • Lead nurturing is still a must. It takes multiple touches with a brand before someone will hand over their credit card. Over 50% of customer interactions happen over a multi-event, multi-channel journey – emphasizing the importance of being active across multiple channels.
  • Brand recognition pays off. Seventy percent of consumers click on “known retailers” first — highlighting the importance of using content publishing, distribution, online advertising, and co-marketing to position your brand as a known industry expert.
  • Relevance matters. Of nearly 200 marketers surveyed, 95% identified “better tailoring of content” as a top priority."
CYDigital/marteq.io's insight:

The article supports ABM, but don't bail on inbound just yet.

 

marketingIO’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how. #MarTech #DigitalMarketing

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Inbound Lead Generation Checklist - Visual Contenting

Inbound Lead Generation Checklist - Visual Contenting | The MarTech Digest | Scoop.it
This infographic from Digital Marketing Philippines is a checklist for your inbound lead generation. More Interesting ContentInbound Marketing Ecosystem [Infographic]How PPC Campaigns Enhance Your Inbound Marketing Strategy [Infographic]Frame Brand’s Story with Photos and Videos – Digital Marketing Strategy [Infographic]A Marketer’s Summary on Video Statistics [Infographic]The Heart of Digital Marketing Strategy [Infographic]The Digital Marketing Trio of... [Read More]
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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Larisa Aslanyan's curator insight, November 6, 2017 6:06 PM

An All-in-One checklist for inbound lead generation! I would add one more step - graduating the lead to your sales team. And you're ready to go.

 

 

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Inbound marketing and man buns: a series of unfortunate events - The Drum

Inbound marketing and man buns: a series of unfortunate events - The Drum | The MarTech Digest | Scoop.it
The assumption of inbound marketing is that everything is measurable and trackable in a tidy funnel. But many things that are important in marketing are not measurable – and those that are trackable tend to incorporate bad or incomplete data.

Product marketers took an inbound marketing course, grew pretentious man buns, and rebranded themselves as “growth hackers”. They thought that they could analyse marketing data to determine the precise “buyer journey” and optimise every step along the way.

But human brains do not work that way. Straight lines do not exist in marketing. If you think that our minds process everything linearly and logically, just remember your dreams from last night. As DDB New Zealand stated in the New Zealand Herald earlier this year, the latest research shows that companies need to make brands famous with distinctive advertising and publicity, remember that irrational feelings are more important than logical thoughts, and focus on long-term strategy rather than short-term results.
CYDigital/marteq.io's insight:

It's a really good opinion piece, and drove me to consider that creativity rules all.

 

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us. #MarTech #DigitalMarketing

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Therese Torris's curator insight, August 31, 2017 6:06 AM
Nice title and nice pic
 
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How To Build An Inbound Marketing Stack [A Real Life Case] | Growth Hacking Marketing Blog

How To Build An Inbound Marketing Stack [A Real Life Case] | Growth Hacking Marketing Blog | The MarTech Digest | Scoop.it
If you are looking for a way to build your inbound marketing stack, you don't have to worry! This is a real-life case of an inbound marketing stack we built
CYDigital/marteq.io's insight:

Nice inexpensive model.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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State of Inbound - Marketing & Sales Data - HubSpot

State of Inbound - Marketing & Sales Data - HubSpot | The MarTech Digest | Scoop.it
Your Go-To Business Report for Marketing and Sales Research

Consumer habits are changing … drastically. That's the driving force behind inbound, after all. What your customers want today is different than what they wanted 10 years ago. That means we must change the way we market and sell to match the way people actually want to shop and buy.

Lucky for you, we've been tracking these shifts for the past eight years. Below, you'll find the 2017 State of Inbound report, covering the top challenges and priorities facing marketers and sales reps today, as well as a glimpse into future trends and channels that will soon affect the way we all do business. The inbound journey for marketers, salespeople, and executives alike is just getting started. Together, let's adapt for the age of the buyer — the inbound way.
CYDigital/marteq.io's insight:

An annual. Come and get it.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Understanding Inbound Marketing and the Sales Funnel - Visual Contenting

Understanding Inbound Marketing and the Sales Funnel - Visual Contenting | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Jesus Alvarez's curator insight, September 13, 2017 5:25 AM
Understanding Inbound Marketing and the Sales Funnel - Visual Contenting
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3 ‘Spammy’ Website Tricks that Can Double Your Conversions - Kissmetrics

3 ‘Spammy’ Website Tricks that Can Double Your Conversions - Kissmetrics | The MarTech Digest | Scoop.it
Spammy Tactic #1. Countdown Timers
Spammy Tactic #2. Autopilot Webinars
Spammy Tactic #3. Overlays
CYDigital/marteq.io's insight:

Exercise with caution.

 

The article is a step-by-step tutorial on how to build and manage these personas.
 
Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis ;
 
marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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[FREE EBOOK] The 7 Core Services of Inbound Marketing and Sales - HubSpot

Today, the average decision maker is doing most of his or her buying research online, long before they contact you. In fact, according to a white paper authored by Google and CEB:

“B2B customers reported to being nearly 60% through the sales process before engaging a sales rep, regardless of price point. More accurately, 57% of the sales process just disappeared.” - The Digital Evolution in B2B Marketing

So how do you create a comprehensive inbound marketing and sales strategy that will drive your clients’ sales? There are seven core services that your agency needs to provide. In this ebook, we’ll take a comprehensive look at each of them and show you how best to use them to your, and your clients', advantage.
CYDigital/marteq.io's insight:

CT for the eBook, behind a reg form.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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5 Inbound Marketing Hacks Your B2B Company is Missing Out On | MarketingSherpa Blog

5 Inbound Marketing Hacks Your B2B Company is Missing Out On | MarketingSherpa Blog | The MarTech Digest | Scoop.it
Hack #1. Cannibalize and repurpose your content

Hack #2. Remember that you’re talking to a person, not an entity

When developing campaigns, remember that while you technically cater to businesses, you’re actually talking to one, or maybe just a handful of people.

Hack #3. Borrow ideas from your B2C comrades

There’s a common misconception that B2C marketers get to have all the fun. But as the tone of B2B marketing relaxes and relies more on humanizing tactics, that’s all changing.

Hack #4. Get your customers to do the work for you

Content creation is hard work, so why not reach out to your customers for it? Especially when it can add tremendous credibility and creativity.

Hack #5. Push the work off on your colleagues

When United Capital, a private financial life management company, rebranded its weekly newsletter to focus on the prospect journey, the change also included integrating original content authored by internal subject matter experts, instead of only curated content.
CYDigital/marteq.io's insight:

Case studies for each "hack" when you CT. And if you can accomplish #5, you auto-qualify to join the conclave.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Which Customer Marketing Activities Are Most Broadly Used by B2B Firms? - MarketingCharts

Which Customer Marketing Activities Are Most Broadly Used by B2B Firms? - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

Frankly, Referral Programs should be much higher.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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1 in Every 3 Companies Fails to Follow-Up on Inbound Inquiries - MarketingCharts

1 in Every 3 Companies Fails to Follow-Up on Inbound Inquiries - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

And due to lack of communication and process between Marketing and Sales.

 

marketingIO executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more. #MarTech #DigitalMarketing

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Inbound Marketing’s Second Act: 4 Things Every Inbound Marketer Should Do in 2017 - HubSpot

Inbound Marketing’s Second Act: 4 Things Every Inbound Marketer Should Do in 2017 - HubSpot | The MarTech Digest | Scoop.it
Here are the four things I think every marketer should do next year:

  1. Invest in video. Diversify your content playbook to include social + video in addition to text + search.
  2. Live in social. We’re not B2B or B2C marketers -- we’re business to human marketers. Humans live in Snapchat, Instagram, Messenger, and a host of other social apps. Find them there.
  3. Accelerate your content. Combine content marketing and paid marketing. Repurpose your most successful content for multiple channels and boost it with budget.
  4. Automate your buying process. Buyers expect to be able to buy on their timeline with either minimal or no human contact.
CYDigital/marteq.io's insight:

Excellent insight.

 

marketingIO’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how. #MarTech #DigitalMarketing

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Want to Run Your Inbound Marketing Directly from WordPress? | MarTech

Want to Run Your Inbound Marketing Directly from WordPress? | MarTech | The MarTech Digest | Scoop.it
The number of solutions and complexity of integrated partners that extend WordPress is pretty amazing. Inbound Brew is a full-service digital marketing, web development, and software development firm, that helped small businesses utilize content marketing to drive engagement and leads. They’ve now published an inbound marketing plugin that provides all the tools necessary to do this – directly from WordPress!
CYDigital/marteq.io's insight:

This is tremendous! We're going to incorporate this into marketingIO's website. CT for the details!

 

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Should We Only Rely on Inbound? That's a Big, Fat... - Forbes

Should We Only Rely on Inbound? That's a Big, Fat... - Forbes | The MarTech Digest | Scoop.it
And because of inbound’s popularity, it’s tough even for quality-focused marketers to break through the noise. Inbound isn’t cheap, either. Inbound is designed primarily to attract new customers, which can cost five times more than retaining old ones. 

A targeted combination of inbound and outbound approaches can alleviate the problems of an inbound-only strategy. Take these five steps to make the most of your marketing budget:

1. Know your total addressable market.

2. Build an ideal customer profile.

3. Stop wasting money on automated targeting.

4. Use account-based intelligence to identify targets.

5. Track, measure, optimize, and nurture leads.
CYDigital/marteq.io's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. 

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State of Inbound 2016 - HubSpot

State of Inbound 2016 - HubSpot | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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The Unscalable Reality of Inbound Marketing - Nothing Ventured

The Unscalable Reality of Inbound Marketing - Nothing Ventured | The MarTech Digest | Scoop.it
Inbound marketing will succeed in doing what it is supposed to (in this case generate enough leads for growth) but you are limited in scope to say when and how and it is unpredictable. This then creates lots of possible problems:
  • Lead numbers are good, but heavily skewed by territory meaning reps one month have lots of leads and little the next even if overall sales are great
  • You are getting the more saavy, or more progressive low-hanging fruit from inbound. 
  • Operations that onboard clients, trainers that show you how to use it and support technicians that are there to hold your hand have to be rostered, budgeted for and hired in line with growth. When you are yo-yoing month-on-month and by territory this cause operational issues and unpredictable workflow to budgeting
CYDigital/marteq.io's insight:

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Inbound Marketing Priorities Center on SEO, Content - MarketingCharts

Inbound Marketing Priorities Center on SEO, Content - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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How Much Money Do You Really Need To Build An Inbound Marketing Strategy? - Forbes

How Much Money Do You Really Need To Build An Inbound Marketing Strategy? - Forbes | The MarTech Digest | Scoop.it
Main Outlets

  • Content marketing. 
  • SEO. 
  • Social media marketing. 
Important Variables

  • Niche. 
  • Competition. 
  • Priorities. 
  • Pacing. 
Getting Started

  • fixing any SEO issues with your site,
  • establishing a blogging or content marketing platform, and
  • building and optimizing your social media profiles.
CYDigital/marteq.io's insight:

Blocking 'n tackling.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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How Marketing Automation Supports Inbound Marketing - Marketing Insider Group

How Marketing Automation Supports Inbound Marketing - Marketing Insider Group | The MarTech Digest | Scoop.it

"How Marketing Automation Helps Inbound Marketing

  • Lead Qualification
  • Nurture Leads To Convert
  • Targeted Conversion
  • Marketing ROI"
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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State of Inbound 2016 - HubSpot

State of Inbound 2016 - HubSpot | The MarTech Digest | Scoop.it
Tracking the Future of Inbound Marketing and Sales
HubSpot's 8th Annual Report
CYDigital/marteq.io's insight:

The annual is available.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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CRO for Inbound Marketing: 6 Conversion Optimization Initiatives to Implement Today - HubSpot

CRO for Inbound Marketing: 6 Conversion Optimization Initiatives to Implement Today - HubSpot | The MarTech Digest | Scoop.it
1) Start learning with visitor heatmaps
2) Try a different button color
3) A/B test your PPC landing page headlines
4) Split test your most visited landing page
5) Mix up your email subject lines for improved open rates
6) Try a radically different lead nurturing sequence
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

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