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B2B Insights highlights trends and technologies influencing the business-to-business marketing community.
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B2B Bytes
Research and stats |
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Is there value in B2B blogging?
Corporate bloggers’ expectations that investing in blogs would produce higher returns have not lived up to the hype. Fifty-three percent of marketers surveyed by Forrester said blogs were pretty much irrelevant in their 2008 marketing strategy.
Do you need a blog? Godfrey’s Jennifer Leigh Brown ruminates on the blogosphere and offers questions to consider before adding blogging to your marketing strategy.
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Refining your search marketing campaign
MarketingSherpa advises to go beyond conversion and cost per click data and implement the oft-overlooked indicators that truly optimize a campaign. Learn about the five most neglected metrics and how to put them into practice. Those include ad spend ratio, bounce rate, click path analysis, lifetime value of a search/visitor customer, and profit per keyword.
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How does your marketing ROI measurability measure up?
A study conducted with 834 Marketing Profs members found that there is a strong correlation (79%) between marketing effectiveness and ROI. The 2008 Marketing ROI and Measurement Study also cites that implementing ROI and profitability metrics will not only boost performance, it can increase the likelihood of outgrowing the competition.
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B2B Briefs
News and commentary |
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Ideal website SEO: start at the beginning
Marketers implementing an SEO program should consider building a new site or revamping the existing one rather than working SEO into an already-established site. Taking the fresh approach results in higher returns. Starting from scratch enables an SEO expert to define the site’s search engine visibility, perform keyword research and recommend keywords targeted for each page.
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Building better relationships with one click
According to Seth Godin, renowned online marketing expert, if you’re sending out an e-mail deemed important enough to be read, you should also allow your receiver the opportunity to reply. Learn how to set up a “reply to” option in four easy steps.
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Optimizing B2B search
B-to-B marketers have embraced search with business-to-business or vertical search, now the fastest-growing segment of the paid search world. Yet there is still a need to improve that Return On Ad Spend (ROAS). Strategies include matching search marketers to their client’s niche; diving into customer relationship marketing and using vertical search engines to glean higher returns.
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How are b-to-b marketers qualifying their leads? View our B2B Ballot Results.
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Read Godfrey's white paper -
How to select partners to communicate your news (62 KB PDF)
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Godfrey provides full-service, integrated business-to-business branding and marketing communications services.
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