Here are my slides from my CMW 2013 Lunch & Learn session. I'll be doing a webinar version October 1 here: http://www.sdl.com/events/lt/webinars/2013-10-01_Building_Modern_B2B_Marketing_Organization.html
Qualified SEO professional with solid experience in developing SEO campaigns, analytics, SE rankings monitoring, and keyword research, site auditing methods, social media optimization and link building. I have a passion for optimizing websites to achieve business goals and a talent for improving organic SE rankings with my creative approach and thorough research and analysis.
Maximizing the effectiveness of your student recruitment campaigns with Googl...Higher Education Marketing
This webinar demonstrates how, with just a few hours of work a week, online student recruitment professionals can use Google Analytics to drive continuous improvement in their campaigns, increasing lead generation, targeting prospective students more effectively, and seeing more accurate and measurable results.
How to Run an Integrated Digital Campaign - Digital Marketing WorkshopSola Obayan
"How to Run an Integrated Digital Campaign" presented by BTO Solutions' Principal Consultant, Sola Obayan, at the Digital Marketing Workshop at Eastern Michigan University .
This business to business content marketing case study looks at how STR Software engages their prospects using content offers and marketing automation.
Throughout my career, I have contributed to positive business results through effective organization, prioritization and follow-through of key organizational projects. My strengths and qualifications are an ideal match to the Search Engine Optimization Specialist requirements and will bring immediate value to Powerhouse.
In my former Search Engine Optimization Specialist role, I exercised a calculated and methodical approach to problem solving. While I am independently motivated, I appreciate collective efforts and collaborate productively within group settings. Moreover, I am competent in Local Citations Building and Link-Building, with proficiency in Google, Yelp, Apple, Yahoo, Bing Map Business Listing Submission and Optimization.
Qualified SEO professional with solid experience in developing SEO campaigns, analytics, SE rankings monitoring, and keyword research, site auditing methods, social media optimization and link building. I have a passion for optimizing websites to achieve business goals and a talent for improving organic SE rankings with my creative approach and thorough research and analysis.
Maximizing the effectiveness of your student recruitment campaigns with Googl...Higher Education Marketing
This webinar demonstrates how, with just a few hours of work a week, online student recruitment professionals can use Google Analytics to drive continuous improvement in their campaigns, increasing lead generation, targeting prospective students more effectively, and seeing more accurate and measurable results.
How to Run an Integrated Digital Campaign - Digital Marketing WorkshopSola Obayan
"How to Run an Integrated Digital Campaign" presented by BTO Solutions' Principal Consultant, Sola Obayan, at the Digital Marketing Workshop at Eastern Michigan University .
This business to business content marketing case study looks at how STR Software engages their prospects using content offers and marketing automation.
Throughout my career, I have contributed to positive business results through effective organization, prioritization and follow-through of key organizational projects. My strengths and qualifications are an ideal match to the Search Engine Optimization Specialist requirements and will bring immediate value to Powerhouse.
In my former Search Engine Optimization Specialist role, I exercised a calculated and methodical approach to problem solving. While I am independently motivated, I appreciate collective efforts and collaborate productively within group settings. Moreover, I am competent in Local Citations Building and Link-Building, with proficiency in Google, Yelp, Apple, Yahoo, Bing Map Business Listing Submission and Optimization.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them.The key objective is to promote brands, build preference and increase sales through various digital marketing techniques.
B2B content that drives conversions - Pardot Connections 2013 Presentation
A B2B marketing clinic on how to develop marketing content that drives conversions.
Introduction to Search Marketing - Search Engine OptimisationRhys Downard
In this SlideShare we look at Search Engine Optimisation as part of Search Marketing. We consider the elements that can affect SEO as well as looking at some basic tools and strategies
To win the war of words on the web, you need a battle plan to capture organic market share. Creating volumes of SEO content and publishing it on the web is not the best strategy these days. You need competitive intelligence tools to drive the strategy. You need a vision on how to increase traffic and improve listing positions, and a roadmap for performance goals. Trying to put all these pieces together may seem difficult, if not impossible. Until now.
Join Byron White of ideaLaunch and Mike Roberts of Spyfu, offering two very different solutions on how to develop the strategy you need to capture mindshare -- the new measurement for success. Mike will discuss some new SpyFu technology solutions that offer the vision you need. Byron will discuss breakthrough content planning methodology including content curation, content plans and secrets that set the stage for performance goals.
These two different approaches will leave you with dozens of ideas, secrets and methods to hit the ball out of the park!
Digital strategy and competency using online media/content and channels is mandatory for high growth companies.
Does your growth strategy include digital excellence?
Elevate your team's know-how and performance to plan and execute best performing digital experiences and campaigns - to drive more traffic, convert more prospects and improve your customer's digital experience.
As an experienced (15+ years) Digital Strategist and Educator, I deliver onsite training in the areas of Digital Marketing Strategy, Google Marketing and Content Marketing - view the course offerings.
LEARN MORE
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them.The key objective is to promote brands, build preference and increase sales through various digital marketing techniques.
B2B content that drives conversions - Pardot Connections 2013 Presentation
A B2B marketing clinic on how to develop marketing content that drives conversions.
Introduction to Search Marketing - Search Engine OptimisationRhys Downard
In this SlideShare we look at Search Engine Optimisation as part of Search Marketing. We consider the elements that can affect SEO as well as looking at some basic tools and strategies
To win the war of words on the web, you need a battle plan to capture organic market share. Creating volumes of SEO content and publishing it on the web is not the best strategy these days. You need competitive intelligence tools to drive the strategy. You need a vision on how to increase traffic and improve listing positions, and a roadmap for performance goals. Trying to put all these pieces together may seem difficult, if not impossible. Until now.
Join Byron White of ideaLaunch and Mike Roberts of Spyfu, offering two very different solutions on how to develop the strategy you need to capture mindshare -- the new measurement for success. Mike will discuss some new SpyFu technology solutions that offer the vision you need. Byron will discuss breakthrough content planning methodology including content curation, content plans and secrets that set the stage for performance goals.
These two different approaches will leave you with dozens of ideas, secrets and methods to hit the ball out of the park!
Digital strategy and competency using online media/content and channels is mandatory for high growth companies.
Does your growth strategy include digital excellence?
Elevate your team's know-how and performance to plan and execute best performing digital experiences and campaigns - to drive more traffic, convert more prospects and improve your customer's digital experience.
As an experienced (15+ years) Digital Strategist and Educator, I deliver onsite training in the areas of Digital Marketing Strategy, Google Marketing and Content Marketing - view the course offerings.
LEARN MORE
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
10 Digital Marketing Essentials for any type of business Dave Chaffey
What are the techniques of online marketing that businesses MUST get right today? Dave Chaffey of Smart Insights presented at Portsmouth Business School on 8th October 2014 and repeated with a longer version at Leeds University Business School on 15th October.
Explore E-Brochure of Digital Gurukul -
We provide 36 Modules of Intense Classroom and Practical Training in Digital Marketing.
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Presentation for a group of management consultants who didn't understand much about web marketing, and especially SEO. This is a high-level how-to guide on successful search marketing. SEO can gain a client first-page rankings, but only if the client is willing to commit to having the best content on the internet for that topic.
The Big Picture of Digital Marketing - Guest Lecture at PPM School of Managem...Indra Jaya
On this slide, I share the helicopter view of digital marketing. It's not in depth lesson, but also not very basic knowledge of the subject, because I know there are still a lot of people feel confuse and don't aware how important this is and how this could bring any business into the whole next level.
If you guys want me to help you in digital marketing, please visit my company website https://www.krona.co.id and send me message.
Keep hustling guys! Enjoy Slideshare!
Ideas on innovation in online marketing and technology platforms thats will be important in 2014.
Uploaded by Dave Chaffey, CEO SmartInsights.com and co-author of Emarketing Excellence.
See http://bit.ly/smarttrends for more details on the trends.
Growth of digital marketing in India 2020
Digital marketing in india pdf
Digital marketing in India 2019
Current scenario of digital marketing in India
Digital marketing in India statistics
Looking for Digital marketing course in Delhi Saket, Khanpur, Delhi NCR? Visit DizitalAdda, the leading Digital Marketing Institute in Delhi, and get hands-on experience.
A Keynote delivered for the Comms Rewired conference organized by The Scottish Council for Voluntary Organisations (SCVO) - the membership organisation for Scotland’s charities, voluntary organisations and social enterprises.
Integrating digital channels in not-for-profit marketing: best practices and trends.
Covering examples of the latest best practices in digital marketing for charities
Dr Dave Chaffey - Improving your digital marketing skills - Nottingham Digita...Hallam
Learn the essential digital skills to help improve your personal career in marketing and develop the skills and processes needed to grow your business using digital marketing. You will learn the most in-demand digital marketing skills, and how to use the Smart Insights RACE lifecycle marketing framework to review your skills and digital marketing.
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2. 2
SDL: Global Customer Experience
2
Publicly traded company, long-term
stability and $430M annual revenues
2,700+ employees, 70 offices, 38 countries
1,500+ enterprise customers and partners
Innovative technology and services for
enriching global customer experiences
Award-winning technology and services
Serving 72 of the top 100 global brands
(Source: Interbrand 2012)
3. 72 of the Top 100 Global Brands
*Source: Interbrand, 2011
3
10. 1. Content Strategy | Content Marketing
2. SEO
3. Social Media
4. Online Advertising/PPC
5. Marketing Automation
6. Marketing Analytics
7. CRM
Modern Marketing Must-Haves
10
11. A. Content audit, inventory, and mapping
B. Content planning, calendar, and project management
C. Content editing (tone, voice, quality, readability)
D. Content design, presentation and optimization
E. Content translation and localization
F. Content publishing and distribution
G. Content management and curation
H. Writer resources and in-house content expertise
I. Content Strategy/Marketing
11
13. II. Search Engine Optimization
13
A. SEO is not just for techies
B. Embrace your SEO dork to be a better marketer
C. Do your keyword research
i. Target keyword phrases
ii. Alternate keyword phrases
iii. Competitor keyword phrases
D. SEO content creation best practices
E. Understand the technical stuff enough to validate it
F. Don’t forget the meta descriptions!
14. 1. Have you identified and validated a list of target keyword phrases?
2. Do you know and use alternate search phrases for primary keyword targets?
3. Where do you and your competitors currently rank for your target keyword phrases?
4. Do you know how much it would cost to run PPC on your target keywords?
5. Do you know how your competitors are using PPC?
6. Do you use PPC to strategically fill in gaps in your organic search rankings (while you
continue to improve SEO)?
7. If you already rank high in SEO on a term, could you get higher conversions and
maintain a favorable cost per lead if you bought the PPC term also?
8. Are you familiar with current best practices for optimizing content for search?
9. Do you optimize your titles, tags, and meta descriptions when posting content in your
CMS?
10. Have you evaluated international SEO and the inbound marketing opportunities you
could create if you were to translate more of your content ?
14
SEO and PPC: 10 Questions to Ask Yourself
15. III. Online Advertising/PPC
15
1. Google Adwords PPC
2. LinkedIn ads and sponsored content
3. Facebook ads and sponsored content
4. Promoted tweets
5. YouTube embedded video ads
6. Ad retargeting
16. 1. Social Influence
2. Social SEO
3. Social Media Management
4. Social Monitoring and Sentiment Analysis
5. Social Media Metrics
IV. Social Media
17. VI. Marketing Automation
17
• Drip campaigns/lead nurturing
• Lead scoring
• Trigger events
• Progressive registration
• Content Inventory/Mapping By:
– Content Type
– Products
– Industries
– Titles/Roles/Personas
– Company Size
– Geo + Languages
– Stage in Customer Lifecycle
• Awareness/Education
• Evaluation/Consideration/Solution
• Decision/Selection
• Support and Retention
18. V. Marketing Analytics
18
1. Web Traffic
2. Conversion Rates
3. Net-New Leads
4. Cost Per Lead
5. Cost Per Acquisition
6. Marketing-Sourced Revenue
7. Marketing-Influenced Revenue
BY CHANNEL AND CAMPAIGN
19. 1. Sales ops + marketing ops = 1 operation
2. Data and system integration
3. Data hygiene and accuracy
4. KPI and pipeline tracking
5. Campaign structure and reporting
6. Abandoned leads
VII. CRM
19
What is your worldview of marketing today? Do you feel confident in your digital marketing capabilities? Do you consider yourself to be part of a data-driven marketing organization? Do you have a solid understanding of what the other people in your marketing organization do and how it relates to what you do and other people on the team do?
This is my marketing worldview, how I think about integrated marketing for global and digital. The challenge as a B2B Marketing organization is to figure out the proper allocation of resources, budget and effort you dedicate in each of these areas. I would argue that many, many B2B companies are still not investing enough in the more modern components of this wheel.
You may say that you are invested in digital marketing? But is that just an emotional investment or are you putting your money where your mouth is? Just because you’re doing blogging, doing a little bit of SEO here, and trying out a bit of PPC here does not a digital strategy make. Close your eyes again. Now raise your hand if you still think your company is stuck doing more push marketing than pull marketing = more outbound than inbound?
The quickest way to tell if your still underinvested in digital is to look at how you’re currently spending your marketing budget. This is a made up chart, but shows the point that if this were your organization that you’re still heavily weighted in traditional activities, and not invested enough in modern and digital marketing. In my own jobs and consulting projects I’ve done, you can quickly tell what a company’s marketing culture is like with this one data point alone. I would argue that in the world we’re in today, this budget is grossly overweighted on activities that are harder to measure and harder to prove revenue-level ROI. You should go back to your organization and look at your budget allocation to understand what your marketing worldview/culture is based on your current spend.
Modern marketing requires a strong emphasis on being digital and data-driven. It requires a publisher approach to communicating – with the intention of communicating with an audience, not a prospect. And it requires delivering a positive customer experience wherever it’s taking place in the world.
Content strategy is the parent of content marketing and requires the strategic definition and management of a lot of different interdependent components. You need all of these in place to do content marketing well.
Keep mixing it up. Keep trying out new media and content types. Don’t just keep repeating the same formulas without adding new things to the mix on a regular basis. Stay creative, try new templates, don’t get boring.
If you’re not at least a 7.5 out of 10 for SEO knowledge, you have a huge marketing handicap. Read up on it. Understand it better. Read Search Engine Land and SEOmoz. Over 90% of online interactions start with search. It’s really important to understand search marketing in today’s world. Keyword research tools for SEO and PPC: Google Adwords, Google Trends, Keyword Discovery, WordTracker, Spyfu
If you’re not using any of these yet, it’s stuff you should be testing. Do some metrics-grounded toe dipping. Be smart about cost per lead and make sure you have really good segmentation figured out and very targeted content.
These are the five major components you need to factor into a larger social media strategy. Social influence – who internally and externallySocial SEO – social signals do and will continue to influence algorithmic search resultsSocial Media Management – same requirements as content strategy (see Slide 11 and replace word “content” with “social” for your to-do list)Social Media Monitoring and Sentiment Analysis – understand reputation, brand, product reach by region and language, important to understand your global digital footprintSocial Media Metrics – have to tie back to your CRM and Google Analytics/Omniture. Look at how you set up and measure campaigns and fix whatever is in the way of being able to track.As for the social channels/networks to focus on, yes Vine, Instragram, Pinterest and the rest are very interesting. Keep yourself up to speed on developments in the social media space. However, if you aren’t really adept yet at the ones listed here, don’t worry about the others. I have yet to engage with one B2B company yet that has truly mastered these six channels. Get organized. Get competent, then worry about getting clever. This will require someone on your team to OWN social, and not just at an execution level, someone senior enough to help create a framework, a strategy to follow that glues all of your efforts into something meaningful, cohesive and measurable.
Marketing automation is only as strong as your content strategy. If you don’t have a content strategy, Eloqua, Marketo, Hubspot, whatever you use becomes an expensive email marketing tool. You lose the lead nurturing advantage it can provide. Just make sure as you’re implementing automation that you are validating what the customer experience is on your website based on trigger events. Test different visitor scenarios to see what they experience and make sure it isn’t obnoxious or obtrusive.
Don’t market in the dark! Start here. Can work up to Customer Lifetime Value and more sophisticated metrics. Many organizations struggle to even get to these 7. That’s where next topic comes in…
Marketing is heavily reliant on a good CRM database. In fact, marketing should consider itself in a partnership with sales to co-own responsibility for the health of the CRM. Data driven means being able to measure from the “top of the funnel” all the way through to the sale and beyond. Marketing must be tied to revenue.
So back to my modern marketing mandala. Now that I’ve gone through all the modern marketing components, do you consider yourself a modern marketing organization? Has your collective skillset kept up with the rapid evolution of digital marketing? Or do you still feel under equipped?
Take a good look as a whole team and address it. Do you have all of these skills/areas of expertise covered on your existing team? Where are the gaps? Are you weighting your resources and budget appropriately and in logical proportions? Hire people, train people. Figure out what needs to happen to make sure you have all these bases covered. If you don’t, you can’t execute modern global integrated marketing.