Tag Archives: Digital Marketing

How Your B2B Can More Optimally Utilize the Event Stack

12 Sep


Bridging the gap between your online and offline marketing and operations is more important than ever. The event stack can become a critical bridge in this effort, if there is an effort made to optimize it.

Some companies come from a culture of hosting great offline events. Others have a mastery of the newer digital marketing strategies. Getting the most out of the event stack means combining these two disciplines. Optimal use of the stack ensures that your company builds the best relationships and influences the industry most effectively.

Quantifying the Face-to-Face Event

Customer facing offline events are second to none when it comes to personal connection. However, many companies falter when it comes to quantifying the success of these events. Incorporating data driven intelligence that is usually meant for digital marketing is a great first step. Connect your events into your digital channels from the beginning of the process. Find out who will be attending and target your best prospects before you go.

Events Across the Entire Buying Cycle

The traditional disconnect that occurs between offline and online hubs tends to fade if a company organizes them over the entire buying cycle. This coincides with the natural flow of the relationship with a prospect – part of it is offline while other aspects of the relationship are online. Your offline events should integrate into your digital cadence.

Use Digital Marketing Techniques for Offline Events

Bringing back information from offline events also becomes easier with digital technology. Livestreaming events will allow for an in depth analysis of individual interactions. You can also more easily remember smaller interactions for follow up. The modern event stack will include an event site CMS, an app, RFID attendance scanners, registration and networking software and even polling systems. This suite of tools can be used to analyze data from all angles of the event.

Optimizing Your Stack

Take note of the tools that event producers have on hand. Before attending any event, determine how those tools may be leveraged based on the access that you will have to them. Is there any way to pay for more access? Many industry events will include a basic statistical analysis for all attendees and will, at a minimum, give each company contact information for analysis.

If you are hosting an event, make sure that you choose your tools based on the information that you would want yourself as an attendee. Not only will the right perspective connect you to other players within your industry, but you will also gain deeper insights into potential partners and competitors.

Do Not Isolate Your Insights

There are usually trends that come out of analysis – you may not be able to see them if your ability to connect offline and online data is limited. If you are coming up time and again with isolated data that does not seem to apply outside of that individual event, you may want to look into updating your stack.

Modern tools that take the wider marketing narrative into account are better at helping to you identify trends. You may have to experiment in terms of connecting your tools to bring out insights that may be hidden.

Analytics from a connected marketing platform is becoming more important than ever, according to event professionals from many continents. As the world becomes more connected, so should your online and offline marketing strategy. Take note of optimization strategies with new tools as they come for best results.

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How Digital Marketing Ramps Up Results for Manufacturers

15 Aug


Having a solid trade show presence as your biggest marketing tool is no longer enough. In order to stay relevant and profitable in today’s ultra-competitive marketplace, B2B manufacturers need to step up their digital marketing game.

Digital Marketing Provides Data-Driven Results

Just like traditional marketing (think: trade shows, flyers, and mailers), digital marketing means following leads, generating conversions—and ultimately, getting the sale. But here’s where things diverge: a solid digital marketing campaign allows you to deploy a more precision-based tracking system than traditional marketing channels are capable of. In other words, you can choose where to spend your advertising dollars based on hard data that results from a well-executed digital marketing plan.

With the right marketing strategy, you’ll get a clearer picture of your ROI, reliable metrics that allow you to manage your budget and set future goals, and the potential to keep your sales and marketing teams accountable with data-driven performance monitoring.

Your Customers are Digitally Present

Today, nearly everyone has access to the internet, even at work —and in many cases, that internet is in their back pocket, accessible to them at any given moment. According to GlobalSpec’s “2017 Digital Media Use in the Industrial Sector,” 61 percent of industrial professionals visit at least six and often 20 or more work-related websites each week. This translates to at least 50 percent of industrial employees spending six or more hours on websites while at work, and a full 31 percent logging nine-plus hours in work-related activities online. When it comes to finding components, equipment, suppliers, and services, 68 percent use the internet as their primary resource.

Most buyers depend on a vendor’s digital resources (like whitepapers, blog posts, and videos) when they’re at the beginning of their decision-making process—and they hold off making contact with suppliers until much later in the buying cycle. Having a reliable digital marketing strategy equipped with plenty of high-value content means you’ll be better prepared to communicate with your customers while they’re moving through the early stages of the sales funnel.

You Get Better Leads—and More of Them

When you provide relevant, quality content on your website—especially gated content like white papers and webinars, which require the contact info of the customer for access—your site becomes a lead-generating mechanism.

So, the more traffic your website receives from potential customers looking for specific content, the more leads you’ll develop.

But what about the quality of those leads?

Once again, digital marketing provides the benefit of data-driven information. With marketing automation tools like SharpSpring, you can qualify the leads you get using a point-based scoring system: a completed contact form earns 25 points, while a visit to your “About Us” page might only garner 5 points. Essentially, each of your customer’s activities on your site is tallied up for a final score that determines whether they are considered a “quality” lead—and whether they’re worth following up with in the future.

Your Digital Marketing Strategy is Scalable

As you develop, execute, and tailor your digital marketing plan, you’ll become more comfortable with the data and the overall strategy. You’ll get a better sense of what works for your business, and what doesn’t. Ultimately, deciding where to spend your marketing dollars will become second nature.

Since a digital marketing plan is easily customized to suit your business goals, your campaign strategy should align with your needs along the way. It should afford you the ability to ramp up the tactics that are working for you and scrap the efforts that aren’t producing the results you want.

If you need help strategizing for your next digital marketing effort, give us a call to discuss.

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Driving Sales With Digital Marketing

22 Jun


In spite of its demonstrated success in other industries, building products manufacturers have been slower to adopt digital marketing as either a complementary strategy alongside print or as a stand-alone strategy. That view is slowing changing as companies focus more of their marketing budgets on digital products such as content creation, SEO, website optimization, video, and more. The trick is to deliver what your audience wants to know without being pushy or aiming for the quick sale.

1. Be Helpful, Not Salesy

The first rule of digital marketing with a goal of increasing sales is to provide helpful information – without pushing for the sale. This helps to build a relationship of trust and establishes your business as one that is an expert in the field.

2. Be Entertaining

This doesn’t mean to pull out the jester hat and do tricks. It means instead of posting dry and boring content that explains concepts in a lackluster way, seek to make everything readable, interesting and informative. Your visitors should be able to easily relate your information to their own situations and come away having learned something.

3. Embrace Video

Video is a marketing medium that is just now reaching its stride. As a platform, video provides a method of entertainment as well as a medium for offering step-by-step instruction. It’s an engaging way to deliver all types of content. As a bonus, videos can be easily posted to different social media sites.

Digital marketing is a flexible, versatile and engaging method of driving sales for any industry. The building materials sector can use the above tips to get started in this exciting endeavor.

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Consolidation and Convergence: B2B Marketing in 2017

5 Jan




Many industry experts agree; the idea of collective data will be a driving force moving forward into 2017. Proprietary data and walled gardens for individual publishers aren’t cutting it anymore, there is new content daily and new iterations of the same data thousands of times per day.

Consolidation and convergence giants such as Forbes have been ahead of the curve in the B2B market, with most smaller publishers consolidating in the B2C market. However, smaller brand data collectives with an emphasis on the B2B market are now a viable option, with platforms aggregating data from CRM platforms and industry analysts alongside traditional publishers.

The Takeover of Account Based Marketing (ABM)

2016 saw some very interesting changes in B2B, mostly because of the takeover of account based marketing. ABM was not a new technology; however, 2016 was the year that it became viable for the average business to use.

The market for ABM is now in its consolidation stage. Marketers are not looking to purchase a separate dashboard for each product, especially when networks are converging and providing more data in one place at once.

Where is Business Truly Converging?

The convergence of ABM platforms is all about sales and marketing teams converging as well. There is less of a gap between the two disciplines, as well as a new outlay of business specific metrics that are creating a shorter distance between acquisition, visibility, and revenue. 

The marketing qualified lead (MQL) went the way of the dinosaur in 2016, and experts are still debating what the replacement metrics will be in 2017 and moving forward. Some of the metrics that are being tested include target account engagement level, brand exposure, opportunity for acquisition, and campaign sales funnel depth per target account.

Will Ownership Be Socialized?

In 2017, the notion of owning data may also move in favor of the collective pool of data that is useful to all partner companies. There are already efforts to develop a Universal ID standard that will be used to identify different audience profiles. The precursor for these developments was proven to be profitable in the B2C market, prodding the big budgets associated with B2B to move on the issue in 2017.

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SEO in Content Marketing

6 Dec



Guest Contributor:
Corey Morris, Director of Digital Strategy

Content marketing has exploded as a discipline and as a topic over the past several years. It impacts many of the more traditional marketing and digital marketing channels and is something that most of us admit we need to do more of or need to do it better.

I had the opportunity to attend Content Marketing World in Cleveland this September. During that conference, I was interviewed by Jeff Julian for an episode of the Enterprise Marketer podcast that was recently released. We had a great conversation about the evolution of search engine optimization (SEO) and how the discipline has been impacted by the rise of content marketing.

I see content as the unifying factor in most digital marketing efforts. I produced an integrated digital marketing approach diagram earlier this year to help visually demonstrate a structure that I often talk about in conversations regarding the role of content strategy, content marketing, and digital channels as vehicles for content.

There is a lot of talk and confusion about inbound and outbound marketing as well as earned, owned, and bought media. Regardless of how we classify it, it often comes back to content. Digital channels like SEO and social media work much better when they embrace content into the strategy, and everyone has a seat at the planning table.

There are a number of processes that become more efficient by working together. Integrating channel marketing efforts under the content umbrella improves strategy by utilizing unique research, insights, and analytics from the different digital channels. It is the sharing of intelligence that helps reach desired personas and ensure that we’re not operating too much in silos. Channel marketing should not dictate content; let content drive the bus.

I thoroughly enjoyed talking with Jeff and hope that you find the approach and role of search marketing in content marketing as insightful and fun as I do.


Link to podcast: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828

Link to web version: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/cmworld16-show-21-corey-morris/

Link to YouTube: https://www.youtube.com/watch?v=lTgE2NzPJ5k

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