Marketing

Content Marketing Strategy for B2B Software Vendors: Starring the ‘New’ White Paper

Since I have been unable to generate any new content for two weeks due to a personal situation that has taken up nearly all of my attention, I share with you another fine post by my friend and colleague Julie Hunt. The following post originally appeared on Highly Competitive just last month.

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For the past several years, multiple studies by different research firms have been conducted to evaluate the most sought-out and influential content for B2B technology customers during decision-making buying cycles, and every time, in every study, the #1 preferred content is the White Paper.

The white paper is the #1 most influential piece of collateral that technology purchasers consult when making or influencing a buying decision for their company, according to a recent survey by Eccolo Media

However, many B2B software vendors still are missing the boat with their use of white papers and have not employed them in ways to engage potential buyers, let alone convert them to customers.

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Public Relations: How It Works In A Social World

This week, let’s take a moment to look at PR / Public Relations for a moment. PR has long been a primary way by which companies of all sizes influence public opinion, build brand awareness and familiarity, and create general goodwill toward a brand.

With the latest social media tools and networking capabilities, there has been a great deal of debate about how PR is changing. Some speculate that the discipline is due to become obsolete, others advocate a revamped approach, and still others merely see today’s PR environment as a small offshoot of how we have always done it.

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Marketing: 4 Scenarios for Hiring an Outside Consulting Resource

The past couple of years have changed things in our modern work world quite a bit. Generation X was raised to believe that, if we just get an education and land a corporate job, we’d have security for years to come. Think again my friends, because those days are long gone.

With our economy running on life support, the dollar in the tank, and fast-rising inflation, companies had to pinch pennies wherever possible to keep the ship afloat. The results have been widespread and severe…significant loss of jobs, budgets slashed to levels we haven’t seen in years, and even a slew of companies going belly up during the prolonged recession.

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Page Load Speed: Why It Is Critical To Website Conversions and Profits

Enjoy another fine guest post by Gary Walker of TopSide Media.

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Driving highly targeted traffic to your website is a critical step, but the landing page still has to convert that visitor to a lead or new customer. We recently helped one of our PPC clients whose online business was being adversely affected by slow page loading on their website. Their case could be useful to other business owners.

Web pages that load slowly can be tricky to find. Why? We’ll list just three of the many possible reasons.

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Marketing Automation: The Importance of Lead Scoring in B2B

As I’ve mentioned in this space previously, I have spent a great deal of time of late evaluating various marketing related technologies to build out some efficiencies and adopt some of the newer tricks out there. Last months I dug into my view on the content management space. As it turns out, several of the content management and WEM vendors also include Marketing Automation. So I thought I’d talk a little how to use it to nurture leads.

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Social Media is NOT a Strategy

Really got your attention with that headline, didn’t I? It’s not just a ploy to get cheap clicks.

Enough with the Hype

As you are surely aware by now, I’m a huge fan of social media, new media, social networking, sharing/bookmarking, and pretty much every other cool social offering out there. I spend countless hours playing with different services, sites, and techniques on a weekly basis. Heck, I’ve met some good friends and amazing colleagues through various forms of social networking.

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Search Engine Marketing: Key Questions to Selecting a Vendor Partner

We recently went out in search of a partner / vendor for our pay-per-click activities, and we decided to enlist the help of local provider of search engine marketing services, Topside Media.

They keep a nice blog on their site, and they recently posted a nice list of the “Twelve Questions to Ask Providers of Search Engine Marketing.” It’s a great list, and it also shows off a key reason I decided to work with them: transparency. In fact, Topside was forthcoming enough to bring up most of these topics on their own, and the list is a nice one, so it merits sharing here as well for all of you to review.

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