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.
Chuck Manners, CEO
As a follow up to last week’s post about the importance of SEO for your mobile-ready website, a recent study shows that Google’s next update will negatively affect search rankings for websites that don’t comply with Google’s mobile requirements. The study reports that only 6% of the top 100 Fortune 500 company websites actually meet Google’s standards for being mobile ready. And two-thirds of those websites have the potential to slip in their search engine rankings after the update takes place. The Google update isn’t expected until this fall, which gives companies some time to prepare a strategy for a mobile ready website before the changes go into effect so that mobile traffic stats do not decrease dramatically.
Dan Pacifico, Search Marketing Analyst
From a study by Google and Econsultancy: 72% of marketers and agencies surveyed agree that marketing attribution enables better budget allocation across channels and better returns.
To provide a solution to that need, Google announced the release of its Google Analytics Attribution Model Comparison Tool. With the new tool, marketers can now understand how various traffic drivers impact site conversions (things like AdWords, email campaigns, referral traffic, etc.) Up to this point, Google Analytics was giving credit for the goal conversion to the last traffic driver (last click attribution). But now, marketers are able to see the various interactions that lead up to the conversion. This is important because it will help gain a deeper understanding of customer engagement strategies and how to spend B2B marketing dollars more wisely.
Leanne Terpak, Analytics Director
B2B has long relied on press events for things like product launches, openings of new facilities, and major mergers or acquisitions. Oftentimes, however, the venues for these events are located in less-than-metropolitan cities and towns that some press folks may not be very excited to get to know. Well, if you’re flying people to your location from around the country, you might want to consider drawing up a custom Google map for the occasion. This way, you can offer activities and directions for your out-of-town guests so they can get familiar with your company’s surroundings as well as its new products. A small detail like this could make all the difference to an editor dreading another trip away from home.
Andy DeBrunner, Social Media Manager
Fifty-eight percent of B2B executives said content that helped them find new solutions to problems played a role in purchasing decisions, according to a recent CMO Council and NetLine survey. Of those B2B decision-makers, breadth and depth were cited as the most important characteristics of content. So what does that mean for your business? Talk to your customers and prospects. Learn about their pain points and create content tailored to help them make informed decisions.
Jenn Vitello, Content Manager
Digital Trend Watch: Microsoft is Taking Personal Computing 3D with the Latest Windows Release
Since I commented on large product announcements from Google and Apple in past roundups, I figured it’s only fair to include Microsoft this time around since their Build Developer Conference was just last week. Build is their annual developer’s conference, similar to Google’s I/O or Apple’s WWDC. What stood out to me was the announcement that the new version of Windows, 8.1, will include native print drivers for 3D printers along with a set of APIs for including 3D printing in apps. 3D printing is super-hot right now and support in a consumer operating system should only serve to make it more so. And while I don’t think we’ll be seeing BYO3DP (Bring Your Own 3D Printers) in the workplace anytime soon the consumerization of 3D printing will find its way into B2B in some fashion. There is a phenomenal presentation from IBM that positions 3D printing as 1/3 of the technological changes that are going to transform manufacturing. Along with intelligent robots and open source electronics, 3D printing is positioned to radically alter some segments of manufacturing and supply chain management. 3D printing may seem like a curious hobby now but ignore it at your own risk.
Andy Hunt, Director of Marketing Technology