Analyzing B2B ROI In a Shifting Marketing Landscape

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In an increasingly social landscape, sales are generally made as a result of influence and messaging across multiple channels. This can confuse analytics and cause marketers to give up on the goal of creating truly data-driven strategies. Don’t let these challenges discourage your new data-based approach. Instead, learn to determine the value of online marketing investments through both tangible and intangible benefits. What are your goals? First of all, set goals for your digital marketing. This should of course include…

Data Vs. Privacy: The Great Debate

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We all know that data analysis can improve our effectiveness as B2B marketers, but it’s important to balance our desire for data with a facet of digital life that’s currently in the spotlight: privacy. Now more than ever, consumers are looking for transparency from the companies they do business with, and privacy protection is a concern that extends well beyond marketing and into global news. So how can you balance the promise of data with a responsible approach to consumer…

Understanding the Significance of Your Data

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With so much data to process, it can be tempting to view the slightest variation in ROI from one channel or campaign to another as evidence for a total shift in approach. As a smart marketer, you must know when to ignore this impulse. Data is only as valuable as your understanding of it. To know what to do with your analytics, you need to consider what they are really telling you. What information is significant and what is just…

Discerning Patterns in Data: Four Tools that Can Help

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Data is nothing without an accompanying analysis. While many companies partner with firms or individual consultants to gain insights into their marketing data, you can learn many things in-house by using free, low-cost and enterprise-level tools. Here are a few of our favorites: Google Analytics Google Analytics is the essential tool for deep insights into your website’s visitors. The tool allows you to learn about and segment your audience by demographic characteristics, personal interests and much more. Google Analytics also…

The Importance of Emotion on Social Media For B2B Marketing

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B2B marketing can often feel clinical and unemotional. We rely on numbers to drive results, often forgetting that behind every data point is a person. It’s easy to lose sight of what really gets your customers interested and excited about your brand and truly tap into their emotions. It’s also easy to think that data-driven marketing and emotion-driven marketing are two opposing ideas: one uses cold, hard analytics to target consumers and the other other tries to reach consumers’ hearts….

This Year’s Most Notable Digital Campaigns (So Far)

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For B2C businesses, the benefits of digital marketing and social media marketing were quickly clear. In B2B, marketers have embraced certain aspects of digital marketing more quickly than others.   In 2014 and going forward, B2B businesses must craft an integrated digital approach to stay competitive. To reach new clients and maintain existing relationships, B2B marketers can learn from the digital successes of these three notable B2B brands:   1) Cisco   Cisco’s social and digital marketing efforts have been…

Digital Marketing Lessons of 2014

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The first three quarters of 2014 brought new insights about the state of digital marketing. A look at some findings from studies of B2B marketers reveal what’s working and what’s not in today’s digital marketing landscape. Consider these insights as you shape a digital marketing strategy to carry your business through the rest of 2014 and into the new year.   The Most Effective Social Media Platforms for B2B   According to “2015 B2B Content Marketing Benchmarks, Budgets and Trends,”…

Why Data Drives Digital in 2014 and Beyond

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Data allows us to both create and measure successful marketing campaigns. It helps drive strategy and optimize effectiveness. Because of this impact, implementing a data-driven approach is important for marketers right now, and will become an absolute necessity in the months ahead.   In September, we covered the need to replace the Old Marketing Value Chain with a New Marketing Value Chain. The “old” way relies on the application of “rules and tools” to attain marketing success, tapping into conventional…

As Algorithms Change, So Must Digital Marketing

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The past year brought changes to the algorithms in Google’s page ranking, Facebook’s Newsfeed display, and more. These changes have had a major impact on both B2C and B2B marketers, and have forced them to consider new approaches to reach their audiences online. There is only one constant certainty with these algorithms, and that is that they will continue to change. It seems that as soon as marketers have adjusted to one update to Facebook’s algorithm, a new one is…

Three Excuses for Putting off Data and Analytics Improvements (and Endless Reasons Not to)

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If you’re like most marketers, you understand that big data can no longer be ignored. The companies that rise to the top in 2015 and beyond will be those that can both obtain data and process it in smart ways to extract meaningful insights. Still, making major improvements to your data and insights capabilities can seem like a massive task, and you may still be dragging your feet or trying to ignore the need for change. Do any of these…