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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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Growing Leads with Webinars
Once perceived as a novelty, webinars are now proving themselves as a worthy lead generation and qualification tool. According to Forrester’s most recent study of the market, webinars are on par with inside sales and face-to-face events, but it still lags as a lead generator. Face-to-face events ranked highest (52%), followed by inside sales (40%) and webinars (33%).
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Boost ROI with Article-based Marketing Campaigns
Marketers are turning to the Last Mile — the final steps between marketing and consumers — to gain ROI. A smart alternative to search, PPC article-based campaigns provide marketers with more room to tell a story while driving awareness and building the brand.
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Measuring Facebook
Uncertain about Facebook for B2B? Try it and track it. Webtrends now allows marketers to track a host of trends, including ad conversions; interactions with custom tabs; the number of times a brand-related link is shared and viewed; and how that may affect interactions on a company blog.
Now that you can answer for your social media efforts, consider using some of Jennifer Leigh Brown’s strategies for turning those posts into sales. Read her blog posting, B2B Social Media: How to Turn Hype into Sales.
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B2B Briefs
News and commentary |
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Enhancing Your Analytics Report
Web analytics tools contain thousands of reports, but it’s up to you to determine which are most relevant for your goals. How, you ask? Choose metrics that tell the end to end story – input, onsite activity and the outcome. Create custom “sub reports” that house personalized audience information in one convenient area. Now start reaping the benefits!
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Lower Your Bounce Rate
Tips to keep users engaged on your site include adding contextual links on pages; adding links to relevant content at the bottom of a post; and creating SEO-friendly, descriptive headlines.
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Realizing the Value of Metrics
Balancing strategic metrics, performance metrics and operational metrics can help companies recognize value and become a framework for implementing projects and processes. Define metrics based on goals. Implement them with the right tools. Monitor and adjust based on results.
How do you measure marketing effectiveness? View our B2B Ballot Results.
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Read Godfrey’s white paper - Applying Advanced Analytics to B-to-B Branding Research (722.58 KB PDF)
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Godfrey provides full-service, integrated business-to-business branding and marketing communications services.
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