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A Sales Acceleration & Digital Marketing Blog

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B2B Marketers: Would You Exhibit?

By | May 28, 2014

Question:  If you knew that 100,000 potential customers were attending an industry trade show, would you exhibit?

Of course you would!  And I bet you would wonder how to draw those 100,000 attendees into your booth (see Fathom’s guide to maximizing trade show ROI).

Another leading question:  If you knew that 100,000 potential customers were actively searching (e.g. , on Google) for your specific products/services, would you invest in digital marketing?

For the sake of your organization’s sustainability (let alone growth), I earnestly hope that you said “YES.”

The buying process has changed … let’s look at some startling statistics:

  • 93% of B2B buyers use search to begin the buying process
  • The average B2B buyer is 57% through the purchase decision before contacting a supplier
  • 100% of B2B buyers have read company web content in the past six months to evaluate a purchase

So, where do you begin?… Read the rest

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What Are Your Metrics Saying About Your Email Campaigns?

By | May 28, 2014

Email campaigns are a great way to reach your audience, whether it’s through monthly promotional messages or automated nurturing programs. Most companies have concerns about how many messages are too many and what content is relevant to their customers. The truth is that every industry and every audience is different. Although there are certainly best practices to lean on, the best way to determine what is right for your customers is through continual testing and close monitoring of performance metrics.… Read the rest

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Why You Need a Blog and How to Leverage It Using Social Media

By | May 27, 2014

More than 70 percent of Fortune 500 companies have active Facebook and Twitter accounts, yet only 34 percent have a blog. As brands’ reach continues to decrease on Facebook, some are looking to take their marketing resources and dollars to other social networks. But the reality is that other social networks could soon follow in Facebook’s footsteps. Rather than host your original content on someone else’s site, why not host it on your own? Different social networks are going to come and go in terms of popularity, price and audience, but the content on your blog will always be yours—and you can share it on whatever social network you please, driving followers back to your website.… Read the rest

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Know Thy Market: The Secret to B2B Lead Generation

By | May 23, 2014

Before you can say, “If you build it, they will come,” you actually need to know a lot about ‘they’ before you can expect results. That is the ONLY way you should begin building something with an expectation of success, you better know what ‘they’ want!

This is a common mistake that web marketers sometimes gloss over. Yes, the web has tremendous flexibility and can be updated at the drop of a hat. But there is value in creating a solid marketing message and strategy before you initiate your campaigns and testing.… Read the rest

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Google Rolls Out Panda 4.0 and Payday Loan 2.0

By | May 22, 2014

Tuesday, Google confirmed the launch of two updates, Panda 4.0 and Payday Loan 2.0. This followed a weekend of heavy speculation due to some major signals that an algorithm update was coming.

Matt Cutts announced, via Twitter, that Panda 4.0 launched while Search Engine Land confirmed the Payday Loan 2.0 update. So, what impact will these updates have?

Payday Loan 2.0 began rolling out over the weekend and will target “very spammy queries” usually associated with excessive web spam.… Read the rest

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