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…

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…

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…

The Essential Three-Pronged Approach to the New Marketing Value Chain

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The Old Marketing Value Chain had two links: rules and tools. The New Marketing Value Chain has three links:      1. Data-driven insight      2. Truly quantifiable strategy      3. Application of creative and technology Data-driven insight, the first link of the new value chain, reveals “why” marketing works. It discerns hidden patterns in the numbers that improve the decision making process in the other two links. Intelligence derived from data can help you find your most profitable customers, identify…

The Rules and Tools of the Old Marketing Value Chain

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For the past century, marketers have provided value by combining best practices with conventional wisdom and intuition and applying that knowledge across a platform of the latest, greatest tools and channels. In short, they mastered sets of “rules and tools” relevant in their time period. This is the Old Marketing Value Chain, as introduced last Friday. Throughout the 20th century, a number of people articulated the “rules and tools” based approach of their day. In 1923, Claude Hopkins argued that…

What is the Marketing Value Chain?

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Earlier this week, we described how marketing has historically fallen short of its ideal of predictability causing inefficiency and waste. Today, we’ll look at the traditional “Marketing Value Chain” to understand its shortcomings and why a new approach is needed. A value chain can be defined as a set of activities that an organization performs in order to deliver a product or service. The concept was first popularized by Michael Porter in his 1985 best-seller, Competitive Advantage: Creating and Sustaining…