The B2B Weekly Roundup: June 25

6/25/2013

The B2B Weekly Roundup

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!

Chuck Manners, CEO

Search: Take Control of Your Site Links Ads with Google’s Latest Update

It has been a busy year for Google AdWords advertisers this year getting up-to-speed on all of the new features of enhanced campaigns and the updates keep coming out. Recently, Google announced that there is another update on the controls advertisers will have with on how site links will be displayed. Site links, as we have come to learn, impact B2B in a positive way as they increase conversion rates and push visitors deeper into our websites to more qualified pages. With this new update we will no longer have to rely on Google to determine how our site links ads read but will be able to write compelling text to qualify visitors to proper pages on our website through a paid search campaign.

Dan Pacifico, Search Marketing Analyst

Analytics: Data is Worthless if You Don’t Communicate it

So yes, having data is great. But, how well do you communicate what the data means to others within your organization? In this blog by Tom Davenport, he notes that to be a better consumer of data, you also have to be able to tell people what it means in ways that are impactful to them. He cites Intuit’s George Roumeliotis’ simple foundation to communicate data analysis:

  1. My understanding of the business problem
  2. How I will measure the business impact
  3. What data is available
  4. The initial solution hypothesis
  5. The solution
  6. The business impact of the solution

In summary, become a good story teller with the data and give your audience the information that they really need to know.

Leanne Terpak, Analytics Director

Social Media: Facebook’s Instagram Answers Vine with 15-second video

I’ve talked a lot about short-form video products in recent weeks, particularly Vine. While I hope to be done with this topic for a while after today, it does bear mentioning that Instagram has released a new update that allows its users to shoot short 15-second videos. Additionally, Instagram users can apply the filters that they know and love as well as use a “cinema” shooting feature that smooths out otherwise choppy, jumpy video. In addition to the extended time over Vine, the cinema setting is probably the biggest improvement for B2B marketers. That way, when you’re shooting video on the expo floor to show off your booth, it won’t look like you just strapped a video camera to a bumble bee and let it loose.

Andy DeBrunner, Social Media Manager

Content: Content Marketing Stats You Need to Know

Measuring the value of your B2B content marketing efforts can be tricky. Thanks to NewsCred, they’ve addressed select industry claims and developed a list of the 50 most important content marketing stats to help prove ROI. The claim that content marketing is taking over the marketing industry definitely gets support with the following statistics:

  • 9 in 10 organizations market with content.
  • 91% of B2B marketers use content marketing.
  • 78% of CMOs think custom content is the future of marketing.

Additional fascinating stats back up the claim that content marketing generates leads, particularly with the B2B audience – 57.4% of B2B businesses say SEO has the biggest impact on lead generation goals and content creation ranked as the single most effective SEO tactic by 53%. You can check out the post or the SlideShare presentation for the rest of the highlights.

Jenn Vitello, Content Manager

Digital Trend Watch: Digital Fragmentation Poses Productivity and Security Risks for your Company

Android gets knocked a lot for the problems that crop up from having multiple deployments of its operating system that developers have to support. In development circles that situation is called fragmentation. Gizmodo commented about the problems with personal fragmentation that exists with all your digital stuff. And it got me thinking about digital asset management. The topic has been bubbling up in my circles with greater frequency. As much as it’s a personal inconvenience to have stuff scattered about, it can be a real drain on business if you don’t have good asset management practices. It’s not just the processes around the assets themselves. While searching, finding, archiving, sharing and maintaining them all become more difficult the more disorganized they are, securing them becomes equally problematic. There doesn’t seem to be a day that goes by where there’s not an announcement regarding a security breach of one kind or another. It’s never too late to consider digital asset management. It can take on many scalable forms, sized to fit your organizational needs. If you haven’t thought about it in a while, give it another go, there’s a lot to gain.

Andy Hunt, Director of Marketing Technology

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