Clients often ask me what skills they should be looking for when hiring B2B marketing communications (marcom) managers. The CMO Council reported in their Marketing Outlook 2009 that social media skills and the ability to identify influencers in the social media sphere as important skills. I would add that B2B marketers need to understand the […]

I was writing web content for a client and felt like I was writing blindly because I didn’t have a list of their top performing keywords. It turns out that the list is easy to generate. Search strategist, Benny Blum, explains how to generate a list of top performaing keywords in his article, How to […]

Long-tail keywords refer to more specific phrases vs. a general term or phrase. For example, ERP software for discreet manufacturing in automotive industryvs.ERP software. Testing has shown that the long-tail (more specific) search is usually a good indication of a higher level of interest, which leads to better conversion. That said, the total number of […]

A B2B marketing communications (marcom) plan without SEO could undermine B2B lead generation programs and even worse, generate leads for your competitors. For some reason many B2B marketers don’t see the value of SEO. Often, B2B marcom managers are tasked with short term lead generation at the expense of long term search engine optimization. The harm in doing so is that without SEO, lead generation programs could drive leads to your competitors.

Here’s a good presentation on why B2B marketing communications professionals need a content marketing strategy as part of their marcom strategy. B2B marketers can benefit from a content management strategy because it can help engage and move prospects further through the complex B2B buying cycle. Tell us what you think about content marketing. Online Marketing […]

I don’t usually make predictions, but As a B2B marketer, I predict that social media is as big, if not bigger, than the internet was back in ’94 when everyone was scurrying to put up a website. I see it happening all over again with social media. It happened to a lesser extent in ’02 […]

The more I read about online video, the more convinced I am that it should be part of the B2B marcom mix as part of an integrated B2B marcom campaign. Aside from cost, the key objection that I hear to online video in the B2B space is that “my audience isn’t really online savvy.” You […]

Not surprising, social media skills and the ability to identify key influencers in the social media sphere were noted as important according to a Chief Marketing Officer (CMO) Council annual survey. The good news is that more tha 60% of companies surveyed plan to invest in training their own staffs. See the survey results here. […]

It’s true, Search marketing is effective at generating leads and acquiring new customers, however it’s also effective when it comes to customer retention. It makes sense. B2B marketers have such a long selling cycle, that it would be a shame to spend time and money to get customers, only to lose them because they can’t […]

Here is one of the most effective case studies for integrated marketing communications–the 2008 presidential election. What’s really interesting is that it didn’t start with a grandiose message and slick creative. Instead, the focus was on a simple message and integrating the message within the fragmented communities making up the country. Enjoy the AdAge article, […]