This Week in B2B Marketing


This Week in B2B Marketing

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.

Chuck Manners, CEO

Search: How B2B companies can prep for Google Enhanced Campaigns.

B2B AdWords search campaigns will be disproportionately affected by Google’s upcoming full roll-out of Enhanced Campaigns. These changes have the potential to be highly beneficial, or they can be painful, so be sure to take measures to understand how they will affect your campaign before they are forced on your account on July 22nd.

Dan Pacifico, Search Marketing Analyst

Analytics: How to use Pinterest analytics, 6 metrics worth measuring

Pinterest users are curating a ton of content. B2B marketers should definitely be considering this social media platform, especially if they’ve got a good content strategy and the right product. B2B companies can upload more than just images: don’t forget about e-books, white papers, infographics and videos, all of which, could easily help you get found in the search engines, help develop your thought leadership, and generate more traffic to your site. But the most important thing of all is to make sure you measure the effectiveness of that content to understand what’s resonating with your audience. Here are 6 ways for marketers to pull the metrics they need to help determine if their content and vertical is a match for Pinterest.

Leanne Terpak, Analytics Director

Social Media: Auto-play video ads are coming to the Facebook News Feed

In an effort to bring in additional revenue, Facebook will be experimenting with sponsored :15 second videos that automatically play in users’ News Feeds (audio, thankfully, will not auto-play). The feature will not roll out to all pages immediately, but if you’ve already engaged your B2B audience on Facebook and your brand has a product that shines on video, keep your eyes on this development. It could be a great way to connect with an untapped audience on Facebook.

Andy DeBrunner, Social Media Manager

Content: Ten content marketing strategy lessons from the last 15 years

Joe Pulizzi, founder of the Content Marketing Institute, details the top 10 content marketing strategy lessons he’s learned over the past 15 years. Two of his lessons that are particularly relevant for B2B companies are generating subscribers and focusing on a niche. Joe says, the smaller the niche the better. Considering the needs of B2B buyers are typically super-focused anyway, this allows B2B marketers to hone in on their content sweet spot. B2B audiences know what they want to read about and seek specific channels for that information. This is an ideal opportunity for B2B marketers to capitalize on content marketing efforts. And, subsequently, generate subscribers! Do you see what you’ve just done? You have successfully incorporated two of the top content marketing strategy lessons in one swoop. Check out the other lessons Joe goes on to describe and see how they can work with your B2B marketing strategy.

Jenn Vitello, Content Manager

Digital Trend Watch: Google may be introducing a new interface for Google Maps

There’s a rumor going ‘round that Google is working on a new version of Google Maps. Google I/O this week seems like a logical place to make the announcement. A new interface will be good to see but I’m more curious as to how much more they’re going to bring Google+ into it. I’d think those businesses that have been building a good presence in G+ are going to really benefit.

Andy Hunt, Director of Marketing Technology

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