B2B Blogs: Category: Digital  

Jan 30, 2014

We recently took a look at 2013 web statistics to see what was attracting attention and action on Godfrey.com over the past year.  Here are a few highlights we find interesting and may provide an indicator of B2B marketing trends in 2014:

Dec 30, 2013

It’s never too late for B2B companies to invest in a content marketing program. In fact, having an integrated content marketing strategy could mean all the difference in how effective and successful you are when communicating with customers and prospects. Michael Brenner, Sr. Director of Global Marketing at SAP, spoke at Godfrey’s FWD:B2B conference. See what he has to say.

If you didn't have a chance to read the initial responses from Ralph Oliva, executive director at the Institute for the Study of Business Markets (ISBM) and FWD:B2B Conference speaker, check out Part I below this post. This is Part II, highlighting our final question around the unique nature of B2B marketing:

Next week, Ralph Oliva, executive director at the Institute for the Study of Business Markets (ISBM) and Professor of Marketing at the Smeal College of Business at Penn State University, will be sharing findings from The B2B Agenda during the FWD:B2B Conference. The B2B Agenda, composed by the B2B Leadership Board at the ISBM, provides insight from 72 forward-looking CMOs and 30 academic B2B thought-leaders about the ever-changing industry landscape—from commoditization and globalization to new rivals and buying behaviors.

In anticipation of the conference, Ralph took time out of his very busy schedule to answer five questions for us. (Thank you, Ralph!) We will post his responses in a two-part series – here is Part I:

On November 7th, Michael Brenner, vice president of global marketing for SAP, will be sharing his content marketing expertise at our FWD:B2B Conference. He recently posted an entry on his own B2B Marketing Insights blog that is worth sharing entitled, “9 Questions On Content Marketing.” While we are certain we can challenge him with a number of questions when he comes to visit in November, here is an excerpt addressing five questions he often receives:

Ah, content, content, content. So much of what we B2B marketers do revolves around content. This week Dan Pacifico zooms in on Google’s new algorithm – Hummingbird – and how it will likely make search more intuitive and how marketers, meanwhile, need to remain focused on meeting the needs of web-property users. Leanne Terpak highlights a free, go-at-your-own-pace way to assess the value of your great content via Google’s new Analytics Academy. And getting straight to the heart of the matter, Jenn Vitello reviews the latest B2B content marketing report from the Content Marketing Institute and MarketingProfs (definitely worth a look). That’s our round-up. Thanks for checking it out.

This week Andy Hunt looks at the deployment of a technology through iOS7 that may hold great promise for B2B applications. Steve Graham joins our round-up with a post on understanding the native continuum in online advertising. Andy DeBrunner, who did an admirable job last week introducing our team blog, finds that LinkedIn has eliminated one complication of managing a company page on its platform. That’s our round-up as we glide into October and the last calendar quarter of 2014. 

This week our faithful CEO and introduction writer, Chuck, will be taking a much-deserved break from his intro writing responsibilities. He has (probably against his better judgment) allowed me to do the honors. In our roundup this week, Dan offers his views on Google's new view, Leanne continues to optimize how we approach optimization, and Jenn shows off some trends to help us marketers be more content with our content.

Amidst the hub-bub surrounding the introduction of new iPhones and Twitter’s IPO, we take a look this week at two developments happening with somewhat less fanfare that will likely have more direct impact on the B2B marketing environment.  Andy DeBrunner looks at the way Facebook has enabled auto-play user videos as a likely forerunner to auto-play ads, which would require a fresh approach for B2B marketers using Facebook as a paid media vehicle.  Google’s purchase of the file sharing app Bump has not escaped the notice of Andy Hunt, who imagines a number of real-world, B2B applications for the technology in a mobile operating system.  That’s our round-up this week as we reluctantly ponder kicking the flip-flops in the closet one last time and getting ready for fall. 

This week we move from a light-hearted anniversary look at the industry’s leading search engine, to a hard-to-stomach metaphor for making analytics results more, well, digestible and useful, to some no-nonsense advice on developing content for a global B2B audience. Dan Pacifico helps us mark the passing of Google’s 15th birthday, inviting us to learn some things about the company we probably didn’t know. Leanne Terpak introduces us to the appealing phrase “number vomit reporting” with important tips on how to avoid it and actually do something less regrettable and more valuable instead. Equally hard to swallow for some career writers may be the point of view Jenn Vitello shares on the necessity of writing not so much for a person but rather for a CMS (content management system) as the most effective and efficient way to develop content for an international base of customers, prospects and influencers. Just a little slice of the diverse topics making up the B2B marketing environment this week. Thanks for checking us out.

While it is easy – and necessary – to get caught up in the latest advances in marketing technology, we need to be mindful always of the human factor: how customers, prospects and influencers react, interact and engage; how we as marketers collaborate and perform. For example, in explaining the importance of keyword quality scores in Google PPC campaigns, Dan Pacifico finds the trail leads ultimately to (guess what?) relevant content for users. With the proliferation of videos posted to YouTube by top B2B brands, Leanne Terpak points us to a useful blog that outlines 7 important analytics reports which explains why they are important so we can be better marketers. Andy DeBrunner is thinking about enlisting the sales force in an intentional way with social marketing, and underscores the importance of truly understanding our sales colleagues before we attempt to engage them – sound advice. Jenn Vitello is also thinking about the human element of content development with a post on staffing the B2B content marketing department. The marketing technology at our disposal is awesome and pretty much useless without focused attention on the human factor at every step. That’s our roundup this week.  

This week we revisit some favorite B2B marketing discussions to see what’s new. Dan Pacifico highlights a handy guide to keyword targeting, a slippery issue for SEO experts that hasn’t gotten any simpler but has big payoffs. Leanne Terpak finds that data-driven marketing is increasing significantly (she’s got the numbers to prove it) and that marketers indicate this trend will continue. Jenn Vitello reminds us to regard content as a valuable asset and to treat it as such as we apply it to B2B buyers, often globally, usually across multiple platforms and devices. Andy DeBrunner challenges us to consider not only the current reality but the future implications of user behavior: does it matter to you, for example, that teenage enthusiasm for Facebook appears to be waning? 

Welcome to August. Despite the new month’s reputation for being a slower-paced time – and we do hope you’re enjoying some of that – our experts find the pace of change unrelenting in the world of B2B marketing. Dan Pacifico warns that Google has flagged optimized press releases distributed broadly online as a signal for link schemes and a detriment to SEO. Leanne Terpak explains the expanded analytics available for company pages on LinkedIn and how B2B marketers can compare themselves to other companies. Andy DeBrunner brings us up to date on Twitter’s plans to use retargeting technology, apparently similar to what Facebook has been doing, and suggests ways to take advantage of the offer. Jenn Vitello finds evidence that two venerable tools – customer testimonials and case studies – are considered by B2B tech marketers as the most effective content marketing tactics. Andy Hunt considers the Leap Motion Controller and peers ahead at what it could mean for developers of B2B products.

This week we’re talkin’ mobile.  Dan Pacifico reveals one of the truths about Google’s push for Enhanced Campaigns and the ability to evaluate campaigns/ad groups on a device level:  the folks at the Googleplex want us to see the impact mobile, and mobile advertising, can have on our B2B marketing goals.  Leanne Terpak, meanwhile, finds a great source on the key similarities and differences between web and mobile analytics and why it’s important we understand them.  Andy DeBrunner brings us up to date on the growth of Facebook during the second quarter including a jump in mobile monthly active users from 751 to 819 million (that’s plus 68 million in three months).  Jenn Vitello reminds us of the importance of personas – the established UX technique – in also creating engaging B2B content.  (Jenn doesn’t mention this, but our B2B customers will be among those who, by the end of 2013, will be downloading an estimated 2 billion apps each week; a factor in building those personas).  To stretch the mobile theme further, Andy Hunt looks past the immediate gleam of Google’s Chromecast web TV device to the promise of its software developer’s kit that will allow apps to be optimized for the living-room sized screen, too; he thinks there are possibilities for B2B marketing and sales, how about you?

If you have wondered about the role of mobile ad clicks vs. organic search on keywords for which you already do well, Dan Pacifico reveals new research that shows they are complementary and can be strong traffic builders for some B2B segments. Leanne Terpak investigates the new Twitter analytics tool and shares one expert’s key metrics. A picture may be worth at least a thousand words, suggests Andy DeBrunner as he imagines how smart marketers may take advantage of the ability to post a photo as a comment on Facebook business pages. Jenn Vitello reminds us that LinkedIn is a preferred content distribution channel among B2B professionals and outlines important ways to leverage it. Andy Hunt sees B2B as leading the way on the Internet of Things (we’ve been at it for a while now). And that’s our roundup for this week.

On the heels of Microsoft’s strategy and re-org announcements last week, we get down to some digital B2B basics here.  Dan Pacifico reminds us that satisfying users is not only a good content strategy but also smart, and necessary, SEO practice.  Leanne Terpak highlights key social marketing stats for B2B marketers, while colleague Andy DeBrunner suggests the social media platform Tumblr, now owned by Yahoo, is worth watching.  Jenn Vitello shares a great post on how and why to integrate relationships and influencers into your content marketing program.  And rounding out this roundup, Andy Hunt reviews ambitious plans unveiled by Dropbox at its first developer’s conference. Enjoy.

This week Dan Pacifico notes the importance for B2B marketers of understanding semantic SEO, while colleague Jenn Vitello focuses on the necessity of SEO and content marketing working in harmony. Andy DeBrunner continues the “search” theme with thoughts on the rollout of Graph Search to U.S. users by Facebook. Of course it’s often the right search techniques that bring prospects to your website; Leanne Terpak uncovers steps to nurture them and grow business through marketing automation. If you are searching for a Digital Trend Watch post by Andy Hunt, he has this week off. Catch you next time.

There is no escaping Google’s influence in B2B digital marketing, as evidenced in this week’s roundup. Dan Pacifico reports the search leader will update its mobile requirements this fall, placing more emphasis on responsive design techniques, content formatted for mobile, etc. Leanne Terpak finds Google’s new Analytics Attribution Model Comparison Tool is a far better way to evaluate site conversions and allocate budget. Andy DeBrunner looks at another essential – the customized Google Map – for every B2B event planner’s toolkit. Rounding up other topics as we begin the second half of the year, Jenn Vitello takes a close look at a new study of the way B2B executives use deep and broad content to help them make buying decisions. Finally, Andy Hunt looks at the inclusion of native print drivers for 3D printers plus APIs for including 3D printing in apps with Microsoft Windows 8.1.

Getting and keeping digital assets organized and accessible can raise productivity and security for B2B marketing organizations, suggests Andy Hunt in this week’s Digital Trend post. That’s timely advice considering the explosion of content – with 91% of B2B marketers now employing content marketing, reports Jenn Vitello. Much of that content is being developed as video, and this week Andy DeBrunner frames another short-form video platform now available on Facebook. If your upper management isn’t responsive to your data, Leanne Terpak points out that the problem might actually be you. To put a final and even finer point on content, Dan Pacifico enlightens us on Google’s latest update to enhanced campaigns – one that allows control of copy in site link ads. Be content out there and let us know how we’re doing! 

As summer officially approaches we take a look at what’s hot this week in digital marketing and what’s especially relevant to B2B. Google will make ranking changes to its mobile versions of Google Search, so Dan Pacifico advises we keep investing in mobile-ready websites and mobile SEO. Big Data analytics can improve B2B leads through a social scoring process, which Leanne Terpak thinks can also help us better understand and target audiences and lead to faster, better marketing decisions. Andy DeBrunner gives us the line on Line, the world’s fastest-growing social network – one that seems poised for a major presence in Asia with implications for B2B. Relevant content presented quickly and easily tops the list of essentials of a great web site, says Jenn Vitello, who offers more insights in her content blog. Speaking of essentials, Andy Hunt adds perspective for all who are implementing marketing automation systems or actively using them now: don’t be afraid to make hard choices between what’s really necessary and what’s just an option. Read on. And find us again right here next week. 

This week we discover the source of missing mobile data from Google Analytics, uncover a dozen ways to make social media data more actionable and welcome YouTube’s new “One Channel” design. We have tips on how B2B marketers can curate content – as we do here – as part of an effective lead nurturing program. And noteworthy in many markets: AT&T and the iPhone will step in with Push-To-Talk services as Sprint shuts down the previous PTT darling, the Nextel network. Read on for details, and post a comment to let us know what you’d like to see more of or less of in the weeks ahead.

This week we discover the source of missing mobile data from Google Analytics, uncover a dozen ways to make social media data more actionable and welcome YouTube’s new “One Channel” design. We have tips on how B2B marketers can curate content – as we do here – as part of an effective lead nurturing program. And noteworthy in many markets: AT&T and the iPhone will step in with Push-To-Talk services as Sprint shuts down the previous PTT darling, the Nextel network. Read on for details, and post a comment to let us know what you’d like to see more of or less of in the weeks ahead.

Penguin 2.0, a.k.a. “Penguin 4,” is the latest Google search algorithm update we now must consider. It appears that a keen focus on content, a hallmark of best B2B practice, rather than heavy reliance on external links satisfies this bird. Web analytics and the massive amount of data it can produce can be overwhelming. A savvy B2B marketer gets focused and avoids the irrelevant – below are some remarkable analytics guides to help. Vine, which we blogged about last week, is now available for Android devices, dramatically expanding its potential user base; keep considering the B2B possibilities of very short-form video integrated with Twitter and let us know what you think. Jenn Vitello notices that even B2B publishers, the kings of content, are optimizing for mobile. Maybe you should, too? Rounding things up this week, our director of marketing technology considers what makes a site highly interactive, engaging and easy to share – often qualities we want in B2B digital experience. 

Making web content accessible across screen sizes and mobile devices is a necessity for B2B marketers. But what do you do if the data isn't enough to convince stakeholders in the value?

This week we highlight the “conversational search” capability unveiled by Google as Dan Pacifico starts to ponder the changes ahead for B2B marketers with natural language processing applied to search. We knew mobile was claiming more traffic:  how about more than one-fifth of all content visits? Other stats from Uberflip document the rise of shareable content and the importance of video. Speaking of video, Andy DeBrunner looks at the B2B potential of Vine, Twitter’s 6-second video service -- talk about tightly crafting your message! Helping us simplify things this week is a primer on the four keys to success in marketing analytics. We wrap things up with a reminder that users – often accessing mobile devices in the field, or in less than ideal settings – deserve our consideration as we design and deliver the content they need. Enjoy.

Welcome, or welcome back as the case may be, to The B2B Weekly Roundup, where we offer our take on some of the key developments affecting B2B marketing in bite-size form. Google’s I/O conference gave us all a glimpse into the firm’s integration plans; Godfrey’s Andy Hunt assesses the impact on B2B.  Separately, we note the opportunity to highlight your company’s deep expertise via web content for improved search results. Leanne Terpak poses a few key questions for marketers on the use of Big Data and suggests the most important thing is to turn insights gleaned into useful actions.  We share the inspiring story of a 17-year-old girl who won a Twitter hackathon as an example of the creativity that awaits B2B marketers in the social media space.  And finally, in case you missed BtoB Magazine’s Media Power 50 report, it’s worth a look; after The Wall Street Journal and WSJ.com, Google and LinkedIn occupy the #2 and #3 positions in the B2B media landscape.  No further comment on that one here, for now.  Enjoy and let us know how we’re doing.

May 16, 2013

Google's I/O conference kicked off yesterday. While the conference is billed as a developer's event, it really is a showcase for all things Google. During a massive 3 hour presentation various presenters showed all kinds of things we'll be seeing in the near future pertaining to mobile, search, education, maps and on and on. I've taken a quick look to see how it might affect B2B.

As a B2B marketing pro, you have a lot to keep up with. We’re right there with you. Now we’re right here with you, too, offering our take on some of the week’s most interesting news and powerful insights in the world of business-to-business marketing and communications. As we work out the schedule and topics I hope you’ll leave comments to let us know how to improve. Out of the gate, we’re committed to covering Search, Analytics, Social Media and Content Marketing and providing an anchor Digital Trend Watch. We know you’re busy. We hope this helps by giving you a quick handle on the relevant trends. Your feedback will help us do that better. Thanks, and welcome.

Making web content accessible across screen sizes and mobile devices is a necessity for b2b marketers. But what if there's a stakeholder you need to convince?

Apr 22, 2013

There’s a lot to learn from the construction industry – one so vital to our economy and yet so vulnerable to economic cycles. So here’s the question of the month: How do we plan when the future is murky at best?

Apr 18, 2013

Twitter released a new advertising service for any advertisers using Twitter’s advanced advertising options on Wednesday. They’re calling the new service, rather unpoetically, “Keyword Targeting in Timeline”.

Mar 26, 2013

This is my follow-up to the 10 things I was looking forward to the most at SXSW this year. I think the two matched up pretty well.

Feb 28, 2013

If it’s March, it must be South by Southwest. There’s so much to see and learn it’s hard to narrow all the options down. Here are the top 10 sessions that I’m looking forward to and why.

What does it cost to build a mobile app? It depends. Get the quick answers to common cost questions.

Oct 12, 2012

Technology may have blurred the lines between B2B and B2C, but at a fundamental level those lines are still there. And blurry or not, some of them aren’t going to be crossed anytime soon. Here are six reasons why B2B and B2C will always differ.

Sep 20, 2012

As B2B marketers continue to wrestle with the ROI of social media a recent survey indicates that it is being used by millennial B2B buyers to gather information, seek advice and comment upon the B2B buying decisions that they are making.

Jun 25, 2012

In two previous posts, I suggested the Millennial cohort is moving into B2B management positions. New research from The Pew Research Center’s Internet & American Life Project sheds more light on how their tech-savvy, always-on nature may inform the B2B purchase decisions they are increasingly a part of.

As the myriad of interface displays and mobile devices grows, responsive web design can help design a website for the future---but it means you have to let go of how you approached the design process in the past.

A press release has always been seen as a platform to send a message, but in today’s digital world it is much more than that. Despite some claims that press releases are no longer an effective way to communicate, the opposite is actually the truth - a press release is the hub of activity.

May 14, 2012

Whether you’re a content strategy veteran or are just getting started, Margot’s new book "Content Strategy at Work" is a must-read for everyone. Read on to hear about Margot’s inspiration for writing the book and her thoughts on how b2b marketers can leverage content strategy with clients.

May 10, 2012

It's been hard to miss all the co-mingling of marketing and IT that has been taking place over the past few years. As the volume of work shared between the groups increases and the pace accelerates here are a few things to keep in mind to ease the integration.

May 9, 2012

There are plenty of statistics and information available on the growing trend of smartphone use. But some of the more recent moves from Google in the mobile space put a greater emphasis on its importance, particularly in the Search and SEO world. Here are five Google announcements worth noting.

According to Forrester Research, spending on email marketing, delivery, analytics, integration and creative will approach $2.5 billion annually by 2016, up from $1.5 billion in 2011, a compound annual growth rate of 10 percent. Since email is becoming more valuable in the B2B market, I encourage you to take a second look at your email marketing strategy and examine what your database of email addresses is worth.

Email marketing includes mobile email users. Are you meeting their needs or making these common email mobile marketing mistakes?

Mar 21, 2012

Millennials are moving onto B2B buying teams and influencing product and service purchase decisions. Are you in present in the right places to engage with them?

Mar 20, 2012

I was pretty blown away by South by Southwest. While it would be foolish to try and cram a week's worth of discovery into one blog post there are a couple of quick observations to be made. 

Feb 16, 2012

In the world of B2B communications, some dealers, distributors and sales people are using e-tablets as a communications tool, often for sales presentations. But in a technology toolbox crowded with smartphones and laptops, it’s hard to figure out the real value of e-tablets and digital readers. Are they just another digital gimmick -- or the most disruptive force since Gutenberg’s printing press?

Feb 9, 2012

Google's new privacy policy will take effect on March 1. On the surface, the new privacy rules may not seem beneficial for advertisers, and there are definite drawbacks, however, there are many other factors that could potentially benefit Google advertisers— especially B2B advertisers, who often struggle to reach their target online.

Feb 7, 2012

Howard Stern knows how to re-purpose content. Marketers should take a lesson from his playbook.

I know what you’re thinking. “Sure, I know everyone’s using social media, but my company sells products that cost a ton of money and sales can take years to close. I can’t generate a sale, or even a lead, for any of my products using Facebook or Twitter.” If you’ve ever said some version of that to yourself, read this article to reframe the way you might want to think about social media for your business.

Why are you investing in a mobile app? Will this one offering make a difference with your target audience? Maybe you are expecting too much.

Feb 1, 2012

E-books have been getting a lot of attention lately and rightly so. E-reading devices are big sellers. Amazon and Apple have both expanded their support of highly designed and interactive content. We're releasing an e-book  for Caterpillar that takes advantage of some of those things and takes product literature in a new direction.

Jan 31, 2012

A Regular Roundup of Social Media Musings by Anna Gerz & Mike Wilt

This month's collection of all things Social Media examines a collection of lesser known networks and the content that fuels our social habits.

Jan 20, 2012

Millennials are moving onto B2B buying teams and influencing product and service purchase decisions. Are you ready to communicate with them?

Jan 19, 2012

Google Analytics has long been a great free tool that has helped B2B marketers review, analyze, interpret and make website improvements. Find out how a recent Google privacy policy change is affecting keyword reports and how you should continue to manage your organic search program.

Last fall I had the opportunity to attend PR News’ Digital PR Summit in New York City. The one-day seminar was filled with information on social media platforms, how to include social media in B2B PR campaigns and how to maintain and build relationships with editors through social media.

Jan 12, 2012

Google just introduced “Search Plus Your World”. What does that mean for your B2B company?

Jan 9, 2012

Who is winning the smartphone wars? Apple? Android? Blackberry? With all the conflicting news about market shares of smartphones, what matters to marketers is what your customers and prospects are using and what they experience on your digital properties on their platform(s) of choice.

Jan 6, 2012

2011 was a whirlwind year for the world of digital marketing and communications. And through it all, B2B Insights was reporting live on the scene.

Jan 5, 2012

I had a healthy amount of skepticism when it came to eBooks. After working with a few of them, I’ve turned the page, so-to-speak, on the subject. If you’re a content creator or publisher, now’s a good time to look give them some thought.

Jan 4, 2012

There are some certainties to the typical January workday. There are no free treadmills at the gym, lots of leftover cookies floating around and my rationalizations such as "I'm not really breaking the resolution if I..." But I'm convinced there are a few B2B resolutions that are easier to keep.

Dec 16, 2011

One of the most discussed and challenging issues marketers face these days is measuring ROI.

Dec 9, 2011

Looking back on last year’s holiday/year end post with equal parts amusement and disbelief that I could be that corny, I decided this year to focus more on what has gone right in the B2B digital world.

You can't create a custom digital solution for every new mobile device. But you can create one design that will respond to them all. Could responsive web design work for your B2B website?

Dec 1, 2011

 A Regular Roundup of Social Media Musings by Anna Gerz & Mike Wilt

This month's collection of all things Social Media sees Wall Street looking for a deal and examines big league tweets.

Nov 28, 2011

Cheap digital readers and e-tablets are making it easier to consume content digitally, which means B2B marketers must consider the impact of the medium on their message – including branding and content strategy.

Nov 21, 2011

We know you don’t want yet another platform to put your brand on, but Google+ isn’t going away anytime soon. An Information Architect and Social Media Manager break down what you need to know about Google+ before you create a page for your B2B company.

Nov 16, 2011

When Godfrey decided to produce our first e-book, it was quite the undertaking. Here are five tips I picked up along the way.

As 2012 B2B marketing planning should be in full-swing, I find myself internally rationalizing the necessity of early planning. A topical analogy seems evident as the 2012 Presidential Election is one year from today.

Nov 7, 2011

A recent announcement from B2B publisher Ziff Davis should not come as a big surprise – they are discontinuing the print editions of four magazines.


 

Oct 31, 2011

A Regular Roundup of Social Media Musings
by Anna Gerz & Mike Wilt

This month’s collection of all things Social Media looks at the latest in the mobile landscape and a power player in hosted blogging solutions.

What does it cost to build a mobile app? It depends. Get the quick answers to common cost questions.

Have you been considering the need for a mobile app, or better yet, a mobile website? Here are some thoughts and statistics that could change the way you look at your audience and their interactions with mobile devices.

Sep 29, 2011

Media monitoring should be used to gauge public opinion, track issues and warn us of pending crises. It should be comprehensive and include all things digital. No matter your budget, you can still start some monitoring now. 

Sep 27, 2011

In the wake of Mark Zuckerberg’s keynote presentation at the Facebook developer conference, f8, last week, there are a few new words you will need to add to your FB lexicon – real-time serendipity, open graph and timeline. In this article, we'll take a look at what each of these changes is and what it means for your business.

Sep 8, 2011

Building a solid, lasting perception of your company depends on how well you align short-term marketing initiatives with larger brand objectives and common-sense brand stewardship. As you battle to defend and grow your brand, keep these five basic tips in mind...

Aug 16, 2011

It’s easy to think of metadata as some deeply encrypted line of code, tucked away in obscurity. But the truth is, a meta description may viewed more than any other copy on its corresponding page.

Aug 10, 2011

How I learned to stop delaying and love the Chrome.

Jul 28, 2011

A Regular Roundup of Social Media Musings
by Anna Gerz & Mike Wilt

This month’s collection of all things Social Media explores bureaucracy’s move toward the instant media and we mix business with pleasure at BlackBerry’s expense.

Jul 25, 2011

There really is only one way to know. Test. We’ve been working with a number of clients conducting A/B testing and refining the best time to send their B2B campaign emails.  We have determined that certain times of day can, in fact, increase the open and response rate by a few percent. I’d tell you but it’s proprietary information. Actually, your audience will differ and our audience’s best time is not going to be your audience’s best time. So where do you start?

Jul 19, 2011

Content strategy — perhaps the latest buzzword — has taken the marketing world by storm. So what’s with all the hype?

Jul 14, 2011

A recent study by the Pew Research Center reinforces the idea that for a growing number of people, there is no such thing as a mobile Internet.

Jul 13, 2011

In its most recent issue, BtoB magazine published a survey of B2B marketing analytics in which most respondents confess relatively minimal involvement in analyzing their web data for marketing insights.

Jul 11, 2011

Do you own,  operate or plan on browsing a web site in the next 12 months? If you answered yes then there are some new privacy regulations coming out of the European Union which will affect you. We're still in the early stages of this but there are a few basic things you can do now to start preparing.

Many advertisers, mistakenly focuses solely on clicks. Yes, clicks are a performance metric to monitor but they are far from the only metric that matters.

Jul 6, 2011

A Regular Roundup of Social Media Musings
by Anna Gerz & Mike Wilt

This month’s collection of all things Social Media peeks behind the curtain at Google+ and starts to look at Facebook’s “awesome” announcement.

Ever been to a meeting where someone carries in a laptop, an iPad, a smartphone and a paper notepad?

Jun 28, 2011

How eliminating a $60 cable TV subscription leads to a B2B social media strategy.

Jun 24, 2011

If you’re a B2B marketer and you haven’t jumped on the mobile marketing bandwagon, now would be a good time to hop onboard.

When your company CEO tells you to build an iPad app and your best customers want a web app, what's a B2B marketer to do?

Jun 13, 2011

If “B2B Branding” was a company, it would have a branding problem. Too many business-to-business marketers and senior managements think branding means logos, taglines, business cards and letterhead. It’s a lot more than that today.

Understanding your target audience and their goals is the first part of designing B2B mobile experiences. But even when users are at the center of your design, assumptions can weaken your approach.

May 26, 2011

The smallest gadget or advancement in consumer electronics has the potential to affect the B2B realm. Call it the “tech toy butterfly effect.”

May 24, 2011

The public relations landscape has changed dramatically but there are some tried and true “rules” to follow when pitching to the media that will never change.

You know you need to optimize your B2B website for mobile, but what exactly does that mean? And how do you start?

May 12, 2011

Learn what a QR code is, what the benefits are as well as the top eight best practices you should keep in mind before charging ahead.

Back in March, Google announced the new version of Google Analytics, Version 5, as a closed beta to users who requested it. But on Wednesday, April 20th Google rolled out the update to all of their users.

Apr 29, 2011

A Regular Roundup of Social Media Musings
by Anna Gerz & Mike Wilt

This month’s collection of all things Social Media takes “Liking” offline and explores that other network...

Apr 26, 2011

The term “public relations” means many things to many people.  Even in my own company, there’s a difference of opinion.

Apr 8, 2011

When the major players in social media are named, twitter always makes the list. But should it really be classified as a "social" network?

“We have to develop an iPad App” and “how much does an iPad app cost” are two things I have heard frequently over the last few months.

Apr 4, 2011

A Regular Roundup of Social Media Musings
by Anna Gerz & Mike Wilt
This month’s collection of all things Social Media has Facebook asking questions and we are reminded to keep checking in.

These statistics will convince you--and your B2B marketing stakeholders--that designing experiences for mobile is a must.

Apr 1, 2011

We’ve come a long way from PDAs. (Ok, I’m done with the acronyms, promise.) But have you seen some of the things people are doing with their cell phones lately? From faster networks to video conferencing and product research, the mobile world is moving fast and you have to keep up.

Mar 28, 2011

Of course there is Wikipedia, the all-knowing Britannica killer whose crowd-sourced volumes we all cautiously adore. But clever developments in social media have opened the flood gates to the namesake of a humble Honolulu shuttle bus.

Mar 24, 2011

The audience information that media planners and buyers need in order to put together an effective media plan is a bit of a challenge when it comes to b2b online media channels.

Mar 16, 2011

One of the greatest challenges that face anyone who works in advertising is staying current on the vast array of ever evolving media channels and platforms. There seem to be new and improved ways to connect with your audience emerging daily.  One event that accelerates this evolution is the annual South by Southwest Conference & Festival (SXSW) taking place in Austin this week.

Mar 14, 2011

The iPad 2 is here and Apple apps are hotter than ever. Now B2B marketers are starting to want their own custom apps and are making room for these gems in their budgets. There are lots of facets to this issue. Here are five ways to rethink the iPad.

Mar 10, 2011

A Regular Roundup of Social Media Musings
by Anna Gerz & Mike Wilt

This month’s collection of all things Social Media speaks to when the biz’s big names break, the B2B marketing version of Terminator and a unique approach to targeting you and I as B2B professionals.

Suggested tools to help you find relevant conversations in social media.

Feb 22, 2011

“Work smarter, not harder.” For brand managers caught between the time constraints and budgetary challenges of the present economic climate, this is sound advice. Another smart piece of advice is to revisit your marketing asset management (MAM) strategy.

Feb 10, 2011

It's easy to be overwhelmed by all the measurements that are available these days. Let's start the discussion about which are most actionable.

Feb 8, 2011

A Regular Roundup of Social Media Musings
by Anna Gerz  & Mike Wilt
This month’s collection of all things Social Media takes us uber-local, international and deal hunting with some of the big names in the game.

Feb 7, 2011

By now you’ve heard that good content is key to successfully attracting, interacting and engaging with customers online. In fact, this concept is so important that some companies have established the COO - chief content officer.

B2B marketers know mobile matters. But how do you start creating mobile experiences as part of a B2B strategy? There's one thing you must know.

Jan 10, 2011

Social media reached new heights in 2010, so what's in store for 2011?

Jan 7, 2011

You’ve heard some great predictions for the New Year, but let’s be honest, 2010 was just too good to let go. And that’s why we here at Godfrey have compiled a 5 track, 13 disk compilation of what, in our fast-paced marketing world, are already oldies but goodies.

Jan 4, 2011

Based on what I think I know today, here’s what we can expect to see in the year ahead:

You don’t have to guess whether your B2B email initiative will be a success.

Just give it a test drive—A/B multivariate split testing, that is.

Dec 27, 2010

Of course the first is being a Father, though then you have to put the needlessly complex things together. But along this same holiday-inspired theme, I find myself looking at all the gadgets, gizmos and whiz-bang things out there and immediately rationalizing how “I could really use one of those.”

Dec 21, 2010

Searching for a lesson in knowing when to clarify your position, do right by a wronged customer or let the venting permeate and eventually disperse.

Dec 21, 2010

I may be a bit late to the prediction party, I have been reading many blogs and articles relating to 2011 marketing prognostications for what seems like months, but here we are, truly on the eve of 2011 and thought now would be a good time to summarize and point out differences in some marketing spending/budget stats for 2011.

Dec 20, 2010

A Regular Roundup of Social Media Musings

This month’s collection of all things Social Media sees another UI change at Facebook, proof Google cares what you think and putting blogs in the hands of the professionals.

You hear all sorts of jargon in B2B marketing.

But when you hear “drip marketing,” don’t think Chinese water torture -- although you may have been subjected to it if you’ve ever opted to receive email from Land’s End or Amazon.

Sep 30, 2010

Ben Wilver’s recent post about Facebook Places started me thinking about how B2B marketers can use Facebook.  More specifically, is it somewhere B2B companies should be advertising?

Aug 31, 2010

A Regular Roundup of Social Media Musings

In our inaugural aggregation of social media happenings we look at Facebook Places, the Facebook privacy debate and social network gaming.

You just released your b2b iPhone app, and now you’re ready to charge ahead with the iPad. You're excited, but first consider these tips on how designing for the iPad is different from the iPhone.

2D codes seem to be gaining popularity as of late – the “new” way to download information in a pretty quick fashion. I hadn’t noticed these little beauties until they started appearing in magazines, touting specialized offers.

Whether you have been blogging for years or are just getting started, these writing tips can instantly improve your B2B blog.

Jun 17, 2010

There is a new iPhone, Google is taking over the world and you just spent fifteen minutes updating your status, re-tweeting, checking in and getting a jump on your email before you got to the office. It shouldn’t be news that your marketing mix should consider mobile.

These days it’s so easy to generate information about which companies have visited your site. It’s also easy to purchase contact information for prospects from those companies, the real trick is figuring out how to use this information wisely and effectively.

Based on smartphone market growth it’s clear that B2B marketing needs to include mobile. You may be thinking about a mobile web site, app, or both. But with limited budgets and resources, maybe you are feeling pressure to pick one. But which?

Mar 9, 2010

“Don't say the old lady screamed—bring her on and let her scream.” In his advice on storytelling, Mark Twain’s timeless wit and wisdom holds true in the discussion of online video.

Feb 26, 2010

I have really enjoyed the Winter Olympics this year. Perhaps it is because of the especially cold and snowy winter we have endured – or perhaps it is that I am truly in awe of the athletes who can spin, jump and fly on skis.

Identifying upgrades and additions to your web site is a critical part of 2010 planning. Perhaps you are considering a complete re-design, or you’ve been told you need a “Web 2.0” version of your web site. If you’ve already added engagement and sharing elements to your b2b site and are participating in social media, you may be wondering what the rumblings about Web 3.0 mean to b2b marketers.

BtoB Magazine reported that the popularity of B-to-B corporate blogging was waning, drawing on new information from Forrester Research’s report "How to Derive Value from B2B Blogging.”  53% of marketers surveyed said that blogs were irrelevant or marginal in their current marketing strategy.

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