The Secret to B2B Mobile App Success? Custom Content.

29 06 2011

B2B companies’ use of mobile apps to reach their customers is nothing new, but B2B companies using mobile apps strategically and according to industry best practices — that’s largely uncharted territory. While many consumer-facing companies have mastered the art of offering users value and entertainment through interesting content, ecommerce, games, video, GPS features, and the like, businesses that cater to other businesses largely default to thinly-veiled promotional apps — if they offer apps at all.

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Before You SEO: Three Steps to Help Your Website Earn Its Keep

20 06 2011

As with so many other technologies in our tech-crazed world, search engine optimization (SEO) technologies are way ahead of our abilities to use them for a rational purpose.

As soon as we conceive of a new business, or hire a marketing whiz to take an old business “to the next level,” we are consumed with keywords, search rankings, and social media, as if doing exactly what the rest of the world does has ever made anyone rich.

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5 Things That All Digital Marketers Should Know About Audience Targeting

2 06 2011

If, as a marketer, you were asked to answer the question “why should you target audiences?” coming up with a suitable answer is pretty easy. At the core of any effective marketing campaign, online or off, the ultimate goal of any campaign is to get the right message (offer) to the right person at the right time. Good targeting allows marketers to better control campaign outcomes to make sure that they reach their goals.

Understanding the “why” is a no-brainer. What’s a lot harder to broach is the “how” associated with audience targeting.

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Add SMS to Your Email Program

2 06 2011

Once you have built your email program around your customer lifecycle and automated your programs and optimized the creative for mobile devices, what is your next challenge?

For many B2B marketers, it is adding SMS touch points to the digital marketing mix.

SMS marketing can be incredibly powerful. It’s simple and most will almost instantly view an SMS message once received. This tactic in your digital arsenal will allow you to target an audience and almost guarantee they will view your content.

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Online Ad Targeting: Who’s Most Likely to Act?

26 05 2011

Business professionals working in the legal, retail, and software industries are most likely to take action—such as download a whitepaper, start a free trial, or make a purchase—after clicking on an ad, according to a study by Bizo. Those working in certain job functions, such as operations, legal, and sales, are also more likely to act on display ads.

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Metrics, Analytics, and Mobility Named as Areas of Competitive Advantage for B2B Sellers

26 05 2011

Sales Dot Two Inc. today announced that metrics, analytics, and mobility represent competitive advantage opportunities for today’s B2B sales organizations. Speakers from Oracle (NYSE: ORCL), SAP (NYSE: SAP), and Xactly Corporation will address these issues in Boston at the June 20, 2011, Sales 2.0 Conference.

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Survey says social media marketing brings new customers to B2B and B2C brands

26 05 2011

Marketers doubting the efficacy of social media campaigns in generating ROI might consider the latest State of Inbound Marketing survey from Hubspot, which indicates that cross-industry brands are acquiring new customers through their social campaigns. Sixty-two percent of businesses say social media marketing has become more important in generating inbound leads in the past six months.

The study asked marketers about their Twitter, Facebook and LinkedIn usage and success. All three platforms have proven to bring in more new clients year-over-year. For instance, 44 percent of marketers say they acquired new customers via Facebook in 2010 compared to 48 percent in 2011. Twitter also showed y-o-y gains, with 42 percent of marketers saying the microblogging site brings in new customers.

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