This document provides guidance on creating an effective B2B inbound marketing campaign. It discusses key characteristics of effective marketing, including being educational, timely, customized, and consistent. It then outlines the major components of a marketing campaign, including developing a compelling marketing offer, creating landing pages to generate leads, building automated email workflows to nurture leads, and promoting the offer through various channels. The document provides tips for each stage, such as how to make landing pages convert more visitors into leads through optimizing the headline, body, form, and image. Overall, the document serves as a guide for businesses on launching a holistic inbound marketing campaign to attract and qualify new leads.
Build and Run Marketing Campaigns That Drive Sales Resultsmindfire.agency
Learn how to use marketing automation technology to build and run marketing campaigns that significantly increase sales results.
See how you can:
-- Effortlessly integrate print, email, phone, mobile, web, and social media to connect with the target audience when they are ready to buy.
-- Convert more leads to paying customers by sending them timely, relevant and personalized messages.
-- Send only sales-ready leads to the sales team and help them close more deals—faster.
-- Avoid wasting time on repetitive tasks and focus on what moves the needle.
A marketing campaign can drive revenue increase or drive customers away. Make sure you have its elements right before sending it out.
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
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http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
Loyalty is a consequence of making the right decisions – consistently – and keeping your customer happy. Here are the five main decisions you must get right to acquire and retain loyal customers.
More than ever before, customers in the digital age have control over channels or devices used to access information. Thus, it’s significant to have your multichannel marketing right. Check out this slidedoc to avoid making mistakes that ruin multichannel marketing!
Visit our website for more details and to subscribe to our eNewsletter
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Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
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http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
Effective customer lifecycle management can power your business growth. Here are 5 moves you can do to enhance customer lifecycle management and ensure yours reaches its full potential.
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
Loyalty programs are largely adopted by marketers but not all turn out a success. Check out this slide deck for the “3C’s” elements that could turn the tide towards the “Right” loyalty program.
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
Breaking with tradition: what more can you expect from a loyalty program?Digital Alchemy Limited
A loyalty program is far more capable than you think. Let’s level up the expectations and have a look at this deck to find out what more a great loyalty program can contribute to your business!
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing
Inside the customer mind maze: 5 tips for navigating through your customer’s ...Digital Alchemy Limited
Capture your customer’s mind… and you capture their heart! As you know, it’s all about building the experiences and relationship throughout the customer’s journey. So start with these 5 tips and see how the mind is a maze - that can truly amaze!
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
Build and Run Marketing Campaigns That Drive Sales Resultsmindfire.agency
Learn how to use marketing automation technology to build and run marketing campaigns that significantly increase sales results.
See how you can:
-- Effortlessly integrate print, email, phone, mobile, web, and social media to connect with the target audience when they are ready to buy.
-- Convert more leads to paying customers by sending them timely, relevant and personalized messages.
-- Send only sales-ready leads to the sales team and help them close more deals—faster.
-- Avoid wasting time on repetitive tasks and focus on what moves the needle.
A marketing campaign can drive revenue increase or drive customers away. Make sure you have its elements right before sending it out.
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
Loyalty is a consequence of making the right decisions – consistently – and keeping your customer happy. Here are the five main decisions you must get right to acquire and retain loyal customers.
More than ever before, customers in the digital age have control over channels or devices used to access information. Thus, it’s significant to have your multichannel marketing right. Check out this slidedoc to avoid making mistakes that ruin multichannel marketing!
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
Effective customer lifecycle management can power your business growth. Here are 5 moves you can do to enhance customer lifecycle management and ensure yours reaches its full potential.
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
Loyalty programs are largely adopted by marketers but not all turn out a success. Check out this slide deck for the “3C’s” elements that could turn the tide towards the “Right” loyalty program.
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
Breaking with tradition: what more can you expect from a loyalty program?Digital Alchemy Limited
A loyalty program is far more capable than you think. Let’s level up the expectations and have a look at this deck to find out what more a great loyalty program can contribute to your business!
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing
Inside the customer mind maze: 5 tips for navigating through your customer’s ...Digital Alchemy Limited
Capture your customer’s mind… and you capture their heart! As you know, it’s all about building the experiences and relationship throughout the customer’s journey. So start with these 5 tips and see how the mind is a maze - that can truly amaze!
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
The long-term customer loyalty is desired by marketers, yet many of them drive customers away with their “shackles” program instead of doing “loyalty” program. Check out this deck to understand customers better and find out what truly make them stay with you longer.
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
Like objects in our rear-view mirror, the future is always closer than it appears. Technology has changed and more importantly, so have consumers.
In an increasingly competitive, complex and connected mesh of world, collaboration, agility, transparency, speed and a relentless obsession with customer experience are at the core of this new enterprise.
This is a new era of business and our customers are best channel of marketing.
Highlands & Islands Enterprise in association with UHI HI Links hosted the fourth in a series of eight high profile business lectures given by Dr Sean Ennis (University of Strathclyde) titled 'Right Brand, New Markets - The relevance of branding for small firms trying to develop new markets'.
Dr. Sean Ennis is Director of the MSc Marketing programme (UAE Campus) at the University of Strathclyde in Glasgow. His main research and teaching interests are in the areas of entrepreneurial marketing, supply chain management, retail marketing and more recently, sports marketing. He has published extensively in a number of international scholarly journals and is currently working on a retail marketing text. He is a Visiting Professor to the University Ca Foscari in Venice and has contributed to the development of their Masters in Sport and Communication Programme. He has a special interest in the area of brand development - particularly within the context of SME's.
Have you ever heard the term “Marketing Automation” before? Well, given that we are in 2018, I’m sure you have come across it multiple times. Especially if you spend some time searching for tools to boost your marketing activities. But do you know what is it? Do you confuse it with email marketing? I surely hope that you don’t! Think of the time you had to waste carrying out repetitive marketing tasks that kept you from doing the important stuff. From logging in to your social media accounts separately to post each post at its scheduled, to sending out cold non-personalized emails to your customers or prospects. Marketing Automation came to save the day!
B2B marketing has been drilled down to separate buckets in the funnel. Relevant marketing activities at each step of the funnel have been discussed in detail.
Customer profiling outlines the type of customers likely to purchase your product, what they want and why, features and benefits that matter most, and messaging that will help them find you in the first place. It enables highly targeted marketing and is an essential analysis tool. It allows you to concentrate on ‘real’ potential customers, saving you time and money.
This is the first material from the "Direct Marketing Tips" series, published by Mediapost Hit Mail. Its aim is to demonstrate the vital importance of an own database with customers for every business and the ways it could be used for boost sales.
Local funnel | Sales Funnel Consultant | Marketing FunnelMarketing Funnel
Local Funnel specializes in developing sales funnels for local businesses. We also offer training to local businesses to help improve their marketing and web presence.
Local Funnel is not one of those places. Local Funnel serves one overall purpose - to help increase your sales/customers. How? By teaching and helping hard working small business owners like yourself how to build a proper internet sales funnel. Local Funnel will help you with finding potential customers, bringing those potential customers to your sales funnel and site, then convert them into PAYING customers.
Business Development Tool Kit Presentation for New Media ManitobaJay Powell
Ever notice how some of your greatest business relationships emerge from conversations that started with no expectations to do business at all? There is a science behind this starting with a genuine desire to understand what the other person needs, how you can help them, and by undisputed universal law - help yourself. :) So how do you get started? Go-Go-Gadget Business Development!
On Tuesday, Feb 11th 2014, New Media Manitoba presents a special New Media Business Development evening with expert Jay Powell of The Powell Group from North Carolina. Jay will share his methodology and tools for creating a plan to generate business, maintain great relationships, and how to create a solid plan of attack when attending conferences.
We will discuss:
How to track business relationships
Who should do Business Development and why
Recommended tools for Business Development and Customer Relationships
What tools to avoid, and why
When to start (hint: now)
How to start (hint: attend this presentation)
Social media integration that makes your clients [heart] you
Attendees will Learn:
How to get the most out of a conference when building new business
How to maintain your network post-conference
5 important things to remember when developing your elevator pitch - and when to use it
Tools for all aspects of New Media Business Development
The long-term customer loyalty is desired by marketers, yet many of them drive customers away with their “shackles” program instead of doing “loyalty” program. Check out this deck to understand customers better and find out what truly make them stay with you longer.
Visit our website for more details and to subscribe to our eNewsletter
http://www.digitalalchemy.asia
Let’s connect…
http://www.facebook.com/DigitalAlchemyLimited
http://twitter.com/Digitl_Alchemy
http://www.youtube.com/user/DigitalAlchemyPtyLtd
http://www.linkedin.com/company/digital-alchemy
http://plus.google.com/109695231036450612270/posts
http://instagram.com/Digitl_Alchemy
Don’t forget to follow our SlideShare channel for more content in the world of database marketing!
Like objects in our rear-view mirror, the future is always closer than it appears. Technology has changed and more importantly, so have consumers.
In an increasingly competitive, complex and connected mesh of world, collaboration, agility, transparency, speed and a relentless obsession with customer experience are at the core of this new enterprise.
This is a new era of business and our customers are best channel of marketing.
Highlands & Islands Enterprise in association with UHI HI Links hosted the fourth in a series of eight high profile business lectures given by Dr Sean Ennis (University of Strathclyde) titled 'Right Brand, New Markets - The relevance of branding for small firms trying to develop new markets'.
Dr. Sean Ennis is Director of the MSc Marketing programme (UAE Campus) at the University of Strathclyde in Glasgow. His main research and teaching interests are in the areas of entrepreneurial marketing, supply chain management, retail marketing and more recently, sports marketing. He has published extensively in a number of international scholarly journals and is currently working on a retail marketing text. He is a Visiting Professor to the University Ca Foscari in Venice and has contributed to the development of their Masters in Sport and Communication Programme. He has a special interest in the area of brand development - particularly within the context of SME's.
Have you ever heard the term “Marketing Automation” before? Well, given that we are in 2018, I’m sure you have come across it multiple times. Especially if you spend some time searching for tools to boost your marketing activities. But do you know what is it? Do you confuse it with email marketing? I surely hope that you don’t! Think of the time you had to waste carrying out repetitive marketing tasks that kept you from doing the important stuff. From logging in to your social media accounts separately to post each post at its scheduled, to sending out cold non-personalized emails to your customers or prospects. Marketing Automation came to save the day!
B2B marketing has been drilled down to separate buckets in the funnel. Relevant marketing activities at each step of the funnel have been discussed in detail.
Customer profiling outlines the type of customers likely to purchase your product, what they want and why, features and benefits that matter most, and messaging that will help them find you in the first place. It enables highly targeted marketing and is an essential analysis tool. It allows you to concentrate on ‘real’ potential customers, saving you time and money.
This is the first material from the "Direct Marketing Tips" series, published by Mediapost Hit Mail. Its aim is to demonstrate the vital importance of an own database with customers for every business and the ways it could be used for boost sales.
Local funnel | Sales Funnel Consultant | Marketing FunnelMarketing Funnel
Local Funnel specializes in developing sales funnels for local businesses. We also offer training to local businesses to help improve their marketing and web presence.
Local Funnel is not one of those places. Local Funnel serves one overall purpose - to help increase your sales/customers. How? By teaching and helping hard working small business owners like yourself how to build a proper internet sales funnel. Local Funnel will help you with finding potential customers, bringing those potential customers to your sales funnel and site, then convert them into PAYING customers.
Business Development Tool Kit Presentation for New Media ManitobaJay Powell
Ever notice how some of your greatest business relationships emerge from conversations that started with no expectations to do business at all? There is a science behind this starting with a genuine desire to understand what the other person needs, how you can help them, and by undisputed universal law - help yourself. :) So how do you get started? Go-Go-Gadget Business Development!
On Tuesday, Feb 11th 2014, New Media Manitoba presents a special New Media Business Development evening with expert Jay Powell of The Powell Group from North Carolina. Jay will share his methodology and tools for creating a plan to generate business, maintain great relationships, and how to create a solid plan of attack when attending conferences.
We will discuss:
How to track business relationships
Who should do Business Development and why
Recommended tools for Business Development and Customer Relationships
What tools to avoid, and why
When to start (hint: now)
How to start (hint: attend this presentation)
Social media integration that makes your clients [heart] you
Attendees will Learn:
How to get the most out of a conference when building new business
How to maintain your network post-conference
5 important things to remember when developing your elevator pitch - and when to use it
Tools for all aspects of New Media Business Development
This presentation is completely related to the CITI group, with an valid and authenticated information. At the same time this slides are completely looking on the view of Business Strategy of CITI group.
B2B platform marketing strategy and inbound marketingOpenKnowledge srl
The speech will be focused on several case studies with a special deep dive on Inbound Marketing and Platform marketing strategies (Banca IFIS and SAS). The goal of the speech is to investigate how these strategies can help to reach brand awareness and lead generation thanks to digital marketing actions focused on the B2B market. The audience will learn about the best techniques to get engagement from the customers in the Platform Era.
Investing in fintech: Trends in financial technology for investors and entrep...OurCrowd
Join Zack Miller, Head of the Investor Community at OurCrowd, and Mick Weinstein, VP of Marketing at BIllGuard for an in depth discussion of the recent trends and opportunities in the dynamic financial technology industry. Zack and Mick have both helped build some of the top companies in the space including Seeking Alpha, Covestor, OurCrowd, BillGuard, Lending Club, SigFig and more.
Join us to learn about:
How top investors and entrepreneurs think about the entire fintech ecosystem, from online asset management, to financial content, to consumer finance apps, and crowdfunding.
Which business models are taking hold and their future prospects.
The challenges and opportunities for investing and building a valuable company in the financial space.
Banking on Digital: Generating Value from Digital Investmentsaccenture
Customers now inhabit an “always-on,” connected world, and they demand seamless, digitally enabled experiences from all their providers. If banks fail to deliver, customers will go elsewhere.
Creating a Digital Banking Strategy - 01.23.15Calvin Turner
Today, the new buzzword in business is “Digital Strategy”. The problem, however, is that if you ask a group of business professionals to define "Digital Strategy" to you, depending on the industry, who you ask, and the ages of the respondents (yes, the generational perspective makes a difference), you will likely get a wide variety of different responses to that simple question. To illustrate this point, in a December 2014, Digital Banking research study published by Celent, when banking executives were asked what “Digital” means for them, they responded with a diverse – and sometimes inconsistent – set of answers. But invariably, mobile devices and social media are usually included somewhere in the answer. So, let's begin the discussion by clearing up a common misconception: an organization's Digital Strategy is NOT enabling/allowing customers to use mobile devices to communicate and conduct business. They are certainly components of a Digital Strategy, but the true definition of a Digital Strategy is much broader than that.
Growing momentum for Disruption in FinTech:
Looking back and looking forward.
Recording of the Backbase webinar of December 18th, 2014.
In our 2014 closing webinar we will look back at the disruptive highlights of this year and we start looking forward to 2015.
From BBVA acquiring Simple, to more and more neo-banks popping up, fintech startups going IPO and omni-channel moving from marketing buzz to the real thing. In this 60 minute webinar, Backbase's Jouk Pleiter and Jelmer de Jong discuss the main trends and best practices for banks and credit unions to keep on disrupting in the digital banking space.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
How to boost inbound marketing success with content marketing, SEO and social...Scoop.it
Google currently indexes close to 50 billion pages in its algorithm and every minute that goes by, nearly 70,000 blog posts are created and added to the internet. Content marketing has become an effective inbound marketing strategy for companies around the globe. Yet many businesses still don’t seem to have a strategic content marketing approach in place and sadly their content never reaches its target audience. Here is how to leverage content marketing, SEO and social media into your inbound marketing mix te become a more effective marketer.
My team created a new business model for Nest Labs using the business model canvas. We decided to introduce a new service to be integrated with Nest Protect and other Nest products. This service, called SafeNest, will operate as a safety and security system for a low subscription fee. To use SafeNest customers must have a Nest Protect. Hardware used to enhance the SafeNest service are sensors and a specialty Nest/Jawbone bracelet we invented called Nestlet.
The purpose of this service is to increase consumer investment in the Nest system. As the leader and pioneer of the "Internet of Things," our strategy is to grab as much Home Automation market share as possible, as quickly as possible before our Apple launches the HomeKit. This service will also steal market share from the Home Safety and Security market (ADT, LifeAlert).
These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for a Nest Lab’s Smart Thermostat. This thermostat learns user behavior, uses motion sensors to detect human presence, and programs itself. We recommend that Nest sell directly to end users and work with HVAC, construction and building automation companies to have their thermostat installed in new buildings. Nest, which was recently acquired by Google, can profit from the sale of these devices and the sale of software apps that can add functionality to the product.
This slideshow covers the basics of content and content marketing to introduce B2B businesses to the benefits of working with inbound and content marketing.
In the presentation:
-Content
-Content production
-Content marketing
-Content marketing model
-Content for B2B markets
Creating and converting leads through content marketingDigitalSherpa
Content marketing is the darling of the marketing world at the moment because it has such power when it comes to engaging audiences while creating and converting leads that bring in recurring revenues.
Combined with an overall marketing plan that includes other traditional marketing efforts, content marketing has proven to be an effective tool. Creating and converting leads through content marketing, though, involves using a slightly different formula than companies may use with other marketing strategies.
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
How to Create Relevant Marketing Content for B2B MarketingMLT Creative
Content is a key part of the foundation to becoming an effective B2B inbound marketer. Combine great content with SEO, social media, lead nurturing, measurement, and analysis to get the job done for your business!
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
Content Marketing: A definitive guide for 2022steeve jonsons
By using content marketing, you can win the hearts of your audience.
Create an immersive experience for potential customers so they can see
how your product or service solves their problems or fulfills their desires.
Do this, and you'll get more sales.
Content Marketing for the Life SciencesChris Conner
Manage your content marketing like a product. Why start from scratch on every campaign? You'll save a lot of effort by creating a collection of content that serves your customers and then adding functionality (new content) on a regular basis.
This SlideShare shows you why it's a good idea and what you need to get started.
How can you plan your content marketing initiatives? What types of content are most effective for B2B companies? And importantly, how can you actually measure the result of your content marketing?
A Guide to Modern B2B Content Marketing from Modern Marketing Partners will answer those questions and take you through the content marketing process; including planning, implementation, and measurement. Download at http://www.modernmarketingpartners.com/Download-Whitepaper-Guide-To-Modern-B2B-Content-Marketing.cfm
Similar to Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing Campaign (20)
Capturing Google’s Featured Snippet (and other SEO Tips)MLT Creative
Featured snippets are an organic search feature that now make up significant organic search traffic (cannibalizing traffic from even top ranking content). Through experimentation, the HubSpot SEO team was able to increase organic traffic for existing content by 10% by optimizing for featured snippets.
MLT Case Study: Manheim GM Dealer Lane Awareness CampaignMLT Creative
Manheim, Inc. is the world's largest provider of vehicle remarketing services, with more than 30,000 employees in 130 operating locations worldwide. This integrated campaign provided a quick response to a competitor’s takeover of GM inventory. But it also delivered the foundation for not only recapturing inventory and dealer loyalty – but growing the business over the longer term. MLT Creative used a combination of print and online advertising to promote the Manheim GM Dealer Lane.
MLT Case Study: Unisource Product LaunchMLT Creative
Unisource Worldwide, Inc. is the leading independent marketer of commercial printing and business imaging papers, packaging systems, and facility supplies and equipment in North America. The MLT Creative team was challenged to build an integrated program around the introduction of Unisource’s new “green” paper product, porcelainECO. The porcelainECO “Put It In Play” Giveaway was promoted through several channels and directed users to a special mobile landing page to register and win. With a limited promotion window, the campaign had to be carefully timed and choreographed. The campaign utilized trade advertising, email marketing, mobile landing pages, QR codes, and social media marketing.
MLT Case Study: NIIT Content Marketing CampaignMLT Creative
NIIT is one of the Top 5 managed training services providers worldwide. Despite its global presence and successes in the U.S. over the last 15 years, it still lacks brand recognition in the U.S. marketplace. NIIT looked to MLT for its frst-ever comprehensive marketing campaign in the U.S. market, with the challenge of further establishing the company across two key verticals: Corporate and Higher Education. The resulting campaign utilized email, print advertising, banner ads, social media and event marketing.
How to Use Social Media to Find New LeadsMLT Creative
In this ebook, you will learn the art of being a savvy social prospector. You will be guided through the processes of how to effectively share content and engage with potential prospects, with the goal of ultimately delivering them to your sales team.
Built for the complex sales cycle, blogs are becoming essential tools for business-to-business marketing that can help you interact, engage, and actually build an emotional connection with you prospects.
Note: This eBook is a collaboration (2 of 2 in series) between MLT Creative and Mark Schaefer of Schaefer Marketing Solutions.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Coca Cola Branding Strategy and strategic marketing plan
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing Campaign
1. B 2 B M A R K E T I N G E B O O K
HowtoCreateanEffective
Inbound
Marketing
B2BCampaign
InboundMarketing201:
2. This is a big question, and one that can open the doors to
tremendous business opportunities. In this ebook, we seek to
find the answer to that question and help you implement it across
your B2B marketing assets. First, let’s take a look at some
indisputable characteristics of an effective and well-regarded
campaign.
Educational & Helpful
Educational or informative content marketing provides answers
to a question, need or concern that a prospective business buyer
might have. This is the marketing that is most useful when a
prospect is in a research mode and trying to obtain specific
information to get closer to a decision point. How-to blog posts
and step-by-step videos, for example, would fit into this type
of marketing. The tone of this content borders on the role of
consulting and even customer service.
01
What Constitutes
a Good Marketing
Campaign?
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
3. Timely and Customized
In order for marketing to be truly helpful, however, it needs to be available to you at the right time.
Think about it: If you are facing a certain challenge and are actively searching for a solution, wouldn’t
you love to find it right in your inbox at the moment you needed it most? Let’s say you are organizing
a business event and looking for the right venue. In your research, you might have visited a few websites,
but your heart will be won by the company that follows up with you, acknowledging what you are searching
for and offering to help. Amazon is the classic example of a website that customizes viewing experiences
based on the needs and preferences of its customers.
Consistent in Language and Message
In order to make business-to-business buyers love, you need to consider the experience of the user
across their different lifecycle stages: from the first time they encounter your brand, through their
interaction with your website and content, to the point of converting into a customer, and their long-term
success as one. By making this movement across different lifecycle stages consistent and fluid, you remove
hurdles and encourage your audience to become evangelists for your brand.
02
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
4. Now that we’ve covered the key characteristics of marketing
that people love, let’s discuss how you can adopt these features
in your marketing practices. In this ebook, we will walk you
through the process of running a holistic B2B marketing campaign
and show you ways in which you can make each part of this
campaign educational, helpful, timely, customized, consistent—
in other words, lovable!
From industry best practices and our own experience, there are
some key components of a successful marketing campaign:
1 Produce a compelling marketing offer
2 Place the offer on your website
3 Attach the offer to automated workflows
4 Promote it via email
5 Promote it via blog and social media channels
6 Measure results
How to
Create Effective,
Lovable Campaigns
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
03
1
2
3
4
5
6
5. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
04
Constantly coming up with new content ideas can be
overwhelming. To handle the demands of content creation,
marketers have been told again and again to “think like a
publisher.” It’s great advice, but what exactly does that mean?
Just how do you think like a publisher?
Like publishers, inbound marketers must have a detailed
picture of their target audience in order to create optimal
content for them. Who are your ideal customers and
prospects? What are their biggest concerns, needs, and
interests? Where can you reach them – on search engines,
social media, or blogs – and what kinds of content do they
prefer? These questions will help you develop buyer personas.
How to
Develop a Stellar
Marketing Offer
6. FOCUS ON THE RIGHT STAGE
Content plays a critical role in every stage of
the inbound marketing process, from generating
awareness about your company to helping convert
leads into customers. But the types of content
you should use to achieve each of these goals
are often very different from each other.
Awareness
The prospect gets acquainted with your brand or
realizes they have a need for your product/service.
Research/Education
The prospect identifies the problem and researches
potential solutions, including your product/service.
Comparison/Validation
The prospect examines the options and begins
narrowing the list of vendors.
Purchase
The prospect decides from whom to buy.
05
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
7. What Content Attracts Traffic and Leads?
Foremost, when launching a powerful B2B marketing
campaign, you will focus on the first stage—
creating awareness through your marketing content.
This means your marketing offer needs to attract a
ton of traffic and generate new leads for your business.
There are different types of content formats and
topics that you can pursue to achieve this goal.
Finding the Right Content
In order to find what content topics capture the
attention of your target audience, you should look
at past data that you have access to. For instance,
what are the most popular blog articles you have
published? what are some of the most viewed pages
on your website? Your historical performance should
dictate your direction for new marketing content.
If you don’t have access to marketing analytics that
give you this type of intelligence, look in the public
domain (Google news, Google trends, twitter trending
topics) for popular and newsworthy industry stories.
Piggyback on this information by adding a personal
spin, your expertise and comments.
06
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
8. Finding the Right Format
You can create content in different formats, from
text-based content like whitepapers, reports and
ebooks to media content like webinars, videos and
audio interviews. While you can host an internal
brainstorm session and come up with creative ideas
for different content formats that you can produce,
it’s important that this new content matches the needs
and preferences of your target persona.
Take a look at your landing pages. Does a webinar
offer typically perform better than an ebook? If the
conversion rate of one type of format is lower than
average, the marketing offer isn’t appealing enough
to your audience. If you have a sense of what that
format is for your business, use it to build your B2B
marketing campaign around it.
07
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
9. 08
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
RECRUIT A TEAM OF CONTENT CREATORS
You don’t have to be the only one creating your
company’s inbound marketing content. You can use
different voices from inside your organization.
Technical folks, customer service people, C-level
executives, product managers, and others in your
organization have a unique take on important aspects
of your business. Get your coworkers to contribute by:
■ Asking them to cowrite a whitepaper or an ebook.
■ Interviewing them and posting short videos that
share their expertise.
■ Inviting them to give presentations or answer
questions in webinars.
10. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
Repurpose Content
Almost every piece of content you create can be
adapted, reused, modified and republished in another
format. Make a habit of finding multiple ways to
package and distribute the same information in
different formats.
Here are a few ideas:
■ Combine text from an old whitepaper with new
videos to create a multimedia ebook.
■ Turn videos or webinars into blog posts and
ebooks or vice versa.
■ Use commonly asked questions and comments
from webinars to create a new ebook.
These topics will directly address your prospects’
pain points. Share all company presentations in
multiple formats. post the slides on slideshare,
upload the video on YouTube, and create a series
of blog posts that dive into specific points of the
presentation.
09
11. PLACE THE OFFER ON YOUR WEBSITE
In order to start generating new leads from your offer,
you need to place it on your website. You will do that
by creating a landing page, a web page that features
a description and an image of the offer and a form
for visitors to fill out in order to receive the resource.
This transaction is type of an information exchange,
in which visitors gets the offer they are interested
in and you receive the contact information of your
visitors. They transition into their next lifecycle stage,
that of leads. This is the process of lead generation.
A good landing page will target a particular audience,
such as traffic from an email campaign promoting
a particular ebook, or visitors who click on a pay-
per-click ad promoting your webinar. Therefore, it’s
important to build a unique landing page for each
of the offers you create. You can build landing pages
that allow visitors to download your content offers
(ebooks, whitepapers, webinars, etc.), or sign up
for offers like free trials or demos of your product.
Creating landing pages enables you to target your
audience, offer them something of value, and convert
a higher percentage of your visitors into leads.
10
YOUR PROSPECT
YOUR CALL-TO-ACTION
YOUR WEBSITE
YOUR LANDING PAGE
YOUR LEAD
LEAD GENERATION VISUALIZATION
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
DOWNLOAD
NOW
12. There are several key components that make a landing
page effective for converting a higher percentage
of visitors into leads. the major areas of importance
are the headline, the content of the page, and the
form. Let’s look at each of these, explain why they’re
important, and discuss how to optimize them.
Headline
People’s attention spans are short, especially online.
This means you need to make sure your offer is as
clear as possible. A good rule of thumb is to make
sure your landing page passes the “blink test” –
can the viewer understand the offer and what you’re
asking them to do in less than five seconds?
Make sure your title makes your offer immediately
clear so that the viewer understands what the offer
is right away.
Body
The body of your landing page should provide a
description of what your offer is and why your visitors
should download it or sign up for it. Make the specific
benefits of the offer clear. Format the body of your
page in a way that quickly conveys the value of the
offer and the action visitors need to take. For instance,
use bullet points and numbering to simplify the visual
layout of the text, and use bold or italicized text to
highlight the main points.
The other critical factor to consider is the effect of
the length of the form on the prospect’s willingness
to fill it out. If the form is too long, prospects are
going to stop and evaluate whether it is worth their
time to complete all of those fields. So you need to
find a good balance between collecting enough
information and not asking for too much information
that prospects are not willing to give.
11
How to Make Effective
Landing Pages
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
13. Body (Continued)
So what information should you ask for? Your goal
should be to collect enough information through your
form to enable you to both contact and qualify the
lead. Fields such as name and email address gather
contact information of leads, allowing you to put
them in a workflow and nurture them in the future.
Fields like number of employees and role at company
allow you to qualify the lead and find how likely
they are to become a customer.
Design your form so you get enough info to contact
and qualify the lead. We use this information to learn
more about and qualify our leads before putting
them into your sales funnel.
The Image
Your landing page needs to feature an image of the
offer you are presenting. Visuals have the power
to instantly capture the attention of visitors and
should be leveraged to the fullest in your marketing.
For instance, depending on what your offer is, you
could feature an image of the cover page of an
whitepaper or ebook, or headshots of webinar
presenters.
12
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
eBook
Revisioning
the Way We Learn
Connecting Compliance Training to
Improved Business Performance
14. The Form
Remember that the ultimate goal of your landing
page is to get people to fill out your form. Make
sure that your form appears above the fold so
that the viewer does not have to scroll down on
the page in order to see it.
The length of your form inevitably leads to a
trade off between the quantity and quality of the
leads you generate. A shorter form usually means
more people will be willing to fill it out. But the
quality of the leads will be higher when visitors
are willing to fill out more form fields and provide
you with more information about themselves and
what they’re seeking.Therefore, shorter forms usually
result in more leads, but longer forms will result in
fewer, but higher quality leads.
13
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
HEADLINE &
FORM TITLEFORM
DESCRIPTION
OF OFFER
AN EXAMPLE OF A LANDING PAGE:
15. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
Calls to Action
The goal of a call to action is to drive traffic to a
landing page. In order to increase visitor-to-lead
conversion opportunities, you need to create a lot of
CTAs, distribute them across your web presence
and optimize them.
Placement is one of the most critical elements of
leveraging the power of CTAs. So how do you decide
which call-to-action belongs where? Simple. CTAs
should be spread across your web pages.
Your homepage should have a CTA. As your most
frequently visited page, your homepage presents
a huge opportunity to drive traffic to a specific
campaign. Your product/service, About Us, and
Contact Us page all need to include CTAs or the
visitor will be deciding on their own what to do.
You need to help them decide what to do next.
While CTAs are usually thought of as images and text
placed on a website, the concept of a CTA can be
found across all types of B2B marketing. In all of
your marketing assets you should try to drive people
to get further engaged with your company. If the
goal of a CTA is to drive traffic to your landing page,
think about the different ways in which you can
achieve that. For instance, you can use marketing
emails and social media updates to drive traffic to
your landing page.
14
DOWNLOAD
NOW
16. So you have designed a stellar B2B marketing offer and placed
it on your website. But before you start driving traffic to it,
you need to consider how you are going to nurture the new
leads that you create. How are you going to further educate
them about your company and product or service? You will
need to use workflows.
What is a Workflow?
Workflows are an automated series of emails or other
communications that pre-qualify early-stage leads before
handing them over to sales. Workflows are also known as
advanced lead nurturing, marketing automation, drip marketing,
and auto-responders. their goal is to make your new leads
more sales-ready.
By using workflows and nurturing your leads, you save your
sales organizations time because you educate and qualify the
lead overtime. this is only one of the reasons you should start
doing lead nurturing. Let’s look at some of the other benefits.
15
Build Workflows
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
17. Getting the Timing Right
Study after study shows that email response rates
decline over the age of the lead. In his science of
timing research Dan Zarrella, Hubspot’s social media
scientist, discovered that there is a positive correlation
between subscriber recency and click-through rate,
one of the key metrics of engagement.
Once you set up workflows, emails are sent out
automatically according to your schedule as new
leads come in. you might launch the campaigns and
forget about them, but the emails will be continually
performing for you, helping you qualify leads and push
them down the sales funnel faster.
Targeting
Studies show that targeted and segmented emails
perform better than mass email communications.
Lead nurturing enables you to tie a series of emails
to a specific activity or conversion event.
16
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
18. Segmentation
Your contacts are not all the same. In order to do
effective, targeted marketing, you need to break your
contact database up into smaller groups or segments.
Creating smaller segments allows you to group your
contacts by their interests, industries, geographies,
and others, and then create experiences and messages
specifically for each segment. This will increase
engagement, and help move your contacts farther
down the funnel. For instance, you can automatically
segment your leads based on any criteria like:
A Contact Property: A contact property is based
on company name, state, size, industry, lead grade
or lifecycle stage, etc.
A Form Submission: Segment based on ebook
download, a webinar registration, a demo request,
and others.
An Existing List: Segment based on presence
in an existing marketing list.
Once you’ve created your segments, you need to
figure out how you can help them move them through
your sales and marketing process in a way that
caters to their needs.
Create nurturing campaigns that will resonate with
each segment and make sure that your lists of leads
are updating in real-time to include new leads who
need to be nurtured.
17
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
19. Examples of Workflows
Wondering what your workflows might look like? They can be as simple or complicated as you wish
them to be. Let’s look at a couple of examples of hypothetical workflows that can help you with lead
scoring and moving prospects down the sales funnel, accordingly:
18
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
LEAD RECEIVES A CUSTOM EMAIL
FOR FREE CONSULTATION WITH SALES
LEAD RECEIVES A FOLLOW-UP
EMAIL WITH EBOOK
LEAD IS ASSIGNED
A LIFECYCLE STAGE
DOWNLOADS AN EBOOK
PERSON VISITS YOUR WEBSITE
DOWNLOAD
NOW
1
5
3
2
4
LEAD RECEIVES A
SCORE OF 20 POINTS
VISITOR REQUESTS A
CONSULTATION WITH SALES
PERSON VISITS YOUR WEBSITE
1
3
2
B WORKFLOW FOR GENERATING SALES C WORKFLOW FOR GENERATING A CUSTOM LEAD SCORE
20. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
Now that you have ensured that all new prospects who will grab
your marketing offer will receive the appropriate follow-up
communication, you can start thinking about sending traffic to
your landing page.
First, think about ways to notify your existing contacts about the
new marketing offer you have released. Your email list should
be one of the most powerful contact databases that you have
access to. (Your social following represents another growing
database of evangelists.) So how would you go about making
this announcement to your email list?
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Marketing to
Your Existing
Contacts
21. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
DEDICATED EMAIL SEND
For instance, you can be notifying your target
audience about a new whitepaper you have
released or invite them to attend an event that
you are hosting. Dedicated emails help you set
up the context to introduce the main
call-to-action. Dedicated sends can be used to
reach out to your entire email database or just a
segment that you think this marketing offer
applies to.
While there are instances when all of your
subscribers should be notified about a specific
marketing campaign, such as a timely new offer
or an upcoming event, in most cases you would
want to segment heavily based on your
subscribers’ persona.
TIPS FOR YOUR EMAIL SENDS
Dedicated email sends are generally easy to set up
and measure. They are certainly not as complex as
newsletters, for instance. Still, there are some best
practices that you should keep in mind when you
craft your email:
Feature One Call-to-Action
Dedicated sends focus on driving results for one
call-to-action. As a MarketingSherpa case study
of Kodak’s successful list growth tactic explains,
“these calls-to-action were not stuffed at the end
of a newsletter or tacked onto another message.
They were the focus of a dedicated email, which
gave them much more impact.”
Personalize Emails
Show your prospects that you know them. Personalized
emails not only increase your open and
click-through rates, but also demonstrate a
deeper relationship with your audience. Make sure
to use a consistent voice across your marketing
communication.
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22. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
Design Mobile Experiences
Make sure your email layout displays well on mobile
devices. As more people start checking email on
their smartphones, you need to optimize for that
viewing experience.
Make Your Emails Social and SEO-Friendly
Make sure that your recipients can share your email
content on social media. Integrate social media
sharing buttons in your marketing emails to facilitate
that activity. Also, make sure that your emails create
a web-only version which will ensure you are
leveraging your email for SEO.
Clone & Reuse
Once you have your email template in place, building
dedicated sends should be easy. you will generally
grab some of the information already on the landing
page, make a few tweaks to it and spend most time
on nailing down the subject line.
Measure Performance Fast
Naturally, if you have one main message and
call-to-action in your dedicated send, it will be
easy for you to track progress. You can quickly
check the email CTR, landing page views and
conversions, and follow the long-term ROI.
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23. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
22
Now that you have announced the release of your new
marketing offer to existing contacts in your email database,
you can start looking for other opportunities to drive traffic
to your landing page. This is where you can leverage your
blog and social media channels. Blog and social media can
increase the reach of your content and support your lead
generation efforts. Just remember to always add a call to
action: a link to your landing page with the marketing offer.
Take excerpts from the content in your offer and feature it
as blog articles or advertise it through social media and ask
your followers for comments and shares.
Promote Your
Offer Through
Blogging and
Social
24. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
HOW TO USE YOUR BLOG IN THE CAMPAIGN
When putting your blog post together, optimize your
writing to grab people’s attention and to rank well
in search engines. Don’t forget to introduce a call-to-
action to the marketing offer you want to promote!
Here are a few more tips for your blog post:
Feature a Compelling Image
Include an image that conveys what the blog post
is about. This is appealing to readers and helps them
go through the text-based content. A blog post that
has some type of visual that’s a photograph, a graphic
or some type of infographic, typically plays a little
better than merely text.
Write an Eye-Catching Title
Headlines are the most important element of your
blog posts. While there are quite a few elements that
make up a successful blog post, one of the best things
you can do to capture readers’ attention and entice
them to view your post is to write an awesome
blog title.
Format
In blogging, it is important to break text up in chunks.
Online reading is not like reading a physical book.
The online reader needs to be able to immediately
scroll through content to get to the subheads and
the bolded content and even bullet points. In that
way you can make content more visually drawing
and engaging.
Social Media Sharing
Give your blog content extended reach by including
social sharing buttons (e.g. “like,” “share on LinkedIn,”
“tweet,” etc.) on every post. This will encourage
readers to share you content with their personal
networks and expand its reach beyond your own
connections.
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25. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
HOW TO USE SOCIAL IN YOUR CAMPAIGNS
While Twitter, Facebook, LinkedIn, Google+ and
Pinterest are all different social media platforms,
they have something fundamental in common:
the element of information exchange. So with the
creation of a good marketing offer to promote, you
make your job on social media much easier because
now you have content to share!
Here are some other best practices when it comes
to promoting your marketing offer through social
media channels:
Plan the timing of your promotion
Control how often you share your offers to ensure
your account doesn’t turn into a spam-bot. This will
be contingent upon your business. For example, a
recruiter will be more likely to repeatedly share offers
to job openings because users will naturally be vested
in that opportunity. However, users may not be as
willing to download the same whitepaper about,
for instance, improving heating systems.
Decide On Your Networks
There are a lot of available social networks out there
B2B marketers. Which one are you going to use to
promote your offer? You probably don’t have bandwidth
to spend equal time on all of them. Look at your
marketing analytics and your historical performance
with different social channels. Identify the three
networks that bring you the best results and focus
on using them for supporting your campaign.
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26. #
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
Map Different Content Based on the Network
Different social networks are effective at promoting
different types of content. While visual content
performs well on Pinterest and Facebook, simple
copy works well for twitter and LinkedIn. Youtube,
on the other hand, is a strictly video sharing platform.
Find out which social network makes the most sense
for the type of marketing offer you have created.
Use a Hashtag
When promoting your offer on twitter and/or Google+,
consider using a hashtag. There’s more to hashtags
than simply adding a pound sign in front of a word.
in fact, simply adding a hashtag to a tweet isn’t going
to give you any results; you need to integrate them
to a marketing campaign. As you develop your
marketing offer, think of what hashtag would be
relevant to this new resource. Try to use the hashtag
on the landing page, your marketing emails and,
of course, in your social media updates. That will
help streamline a lot of the discussions around the
offer and help you receive feedback.
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27. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
Now that you have created a B2B inbound marketing campaign
from start to finish, you need to revisit each element of the campaign
and how it performed individually and as a part of a whole.
You need a wide range of metrics to look at in order to evaluate
if your campaign was successful or not. If you are trying to have
a quick peek at your overall performance, you should start with
a look at the analytics tied to the landing page that hosts your
marketing offer.
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Measure Every
Element of Your
Campaign
Landing
Page
Analytics
Views
Submissions
Conversion Rate
New Leads
New Customers
28. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
WHY DID IT PERFORM POORLY?
Different metrics tell different stories. So if your
performance was poor, you need to spend time and
find out exactly which metric needs to be improved.
for instance...
If the number of views the landing page
received were low, work harder at promoting
the offer and sending more traffic to it.
If the conversion rate of the landing page is
low, focus on creating a more compelling offer
or optimizing your landing page.
If the number of new leads this offer delivered
was low, it could mean that your existing contacts
are not sharing your offer with new people.
You need to either incentivize them or find venues
of promotion to a new audience.
If the number of customers the offer delivered
is not high, that could mean your workflows
aren’t successful at qualifying leads to convert
them into customers. You might need to revise
the workflows and make them more powerful.
The same story applies to the rest of the marketing
components used in your campaign. You should be
able to explore the number of new leads and customers
you generated from each channel, and you should
also have access to key performance indicators that
give you cues on how to improve the final results
of your campaign.
When it comes to calls-to-action, for instance, two
key metrics you can monitor in order to improve
the effectiveness of this marketing asset:
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Calls-to-Action
Analytics
View-to-Click Rate
Click-to-Submission
Rate
29. HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
If the view-to-click rate of your calls-to-action
is low, make your offer more compelling so that
more of the people who see the CTA, click through.
If the click-to-submission rate of your calls-
to-action is low, optimize your landing page and
making it perfectly aligned with your CTA.
The metrics behind lead nurturing and email
marketing overlap. They show the performance
of your email sends and the extent to which
recipients engage with your email content.
If the clickthrough of your emails is low,
that could mean your offer is not appealing to
the recipients you are sending it to. Start creating
more compelling offers or spend more time on
segmentation. (Note that open rate might be a
helpful metric, but isn’t very reliable.)
When it comes to blogging and social media marketing,
here are some of the key metrics that you need to
monitor:Workflow
& Email
Analytics
Click-Through Rate
Unsubscribe Rate
Blog Post
Analytics
Page Views
Call-to-Action CTR
Inbound Links
Social Media
Analytics
Click-Through Rate
Shares
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30. Each of these individual metrics can help you identify
weaknesses and strengths in your marketing campaign.
However, don’t forget about the bigger picture and
stay focused on the number of new leads and customers
your campaign (and each of your channels) generated.
FINAL NOTE
Starting with producing a stellar B2B marketing offer,
through promoting it on your channels, to measuring
its impact, you have learned how to piece together
the main components of a holistic marketing campaign.
Most importantly, you know how to make each of
these components valuable, consistent and timely—
all prerequisites for creating marketing that your
prospects will love.
Now that you know how to create a holistic marketing
campaign that will bring you lots of new leads and
customers, go ahead and make one!
HOW TO CREATE AN EFFECTIVE B2B INBOUND MARKETING CAMPAIGN
29
31. NeedanInboundLift?
If you’re looking for an agency that can get your B2B content marketing ideas off the ground, look no further.
Give Billy Mitchell a call at 800-265-1244, ext. 227, or reach him online at @mltcreative.com.
Hurry up, though. We can’t wait to get started.
The MLT Creative team brings decades of B2B marketing experience
to building your brands and business. We craft winning programs with
results that matter.
MLTCreativeisanAtlanta-basedB2Bmarketingagency.Foundedbypartners
Billy Mitchell and Glenn Taylor, we are known as the Idea Launch Pad™
for
B2B marketers. MLT Creative services include B2B Content Marketing,
B2B Marketing Strategy, B2B Digital Campaigns, and B2B Design / Branding.
4020 East Ponce de Leon Avenue
Clarkston, GA 30021
www.mltcreative.com
Phone: (404) 292-4502
Fax: (404) 292-4480
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