25
Apr

How to Effectively Leverage UTM Parameters

While their use has been around for quite some time, I’ve found that many marketers are confused about how they should be leveraging UTM parameters to track their digital efforts. UTM parameters are tags added to the end of a URL that will allow marketers to obtain data from different marketing campaigns. The tagged UTM data can be captured in various systems such as website analytics, marketing automation and CRM platforms for reporting and analysis. This is important information that can then be used to assess the effectiveness of various digital marketing initiatives. Read more

13
Mar

Effective ABM Strategies for B2B Marketers

Account-Based Marketing (ABM) has become a large focus for B2B organizations.  The concept of casting a smaller net and focusing on key accounts and prospects is a massive departure from some traditional marketing strategies.  Marketers are now collaborating with their Sales counterparts (gasp!) to identify specific companies and individual stakeholders within those organizations they want to target, then creating customized strategies to engage those prospects. So how can an organization leverage ABM to improve their marketing and sales efforts? While the possibilities are pretty much endless, here are a few suggestions for B2B marketers who are new to AMB campaigns. Read more

27
Feb

B2B marketing tips for an effective account-based marketing (ABM) strategy

What is account-based marketing, and should you adopt it? Columnist Kristie Colby suggests how to implement ABM within your organization and how to use technology to scale your organization’s ABM capabilities. Read the full text on:

26
Aug

Implementing Google Expanded Text Ads

In February of this year, Google announced they would no longer serve ads on the right “rail” (or sidebar) of their search results.  This move was designed to improve the consistency of the search experience when using multiple devices, especially mobile devices that lacked the space to show results in the two column format. Read more

5
May

Keyword Explorer – Moz’s New Keyword Research Tool

For quite a while, SEO’s have had limited options when it comes to keyword research.  Most use a combination of Google AdWords’ Keyword Planner and manual searches to gather related search query suggestions and assess the current search results.  Moz is now trying to take the keyword research tool to a new level with their latest creation, Keyword Explorer. Read more

25
Mar

Beyond last-click attribution: Other success metrics you should be tracking

Conversions are an important success metric, but they don’t tell the whole story. Columnist Kristie Colby discusses the importance of taking the whole customer journey into account. Digital marketing involves a series of opportunities to engage prospective customers; focus on your buyer’s entire journey, not just their final destination. Read the full text on:

7
Oct

Five reasons for website traffic’s ups and downs

Have you ever looked at your website performance and wondered why your web traffic dipped so significantly in November compared with October or other peak traffic months? Fluctuations in web traffic can be alarming, but they’re totally normal. Having a better understanding of the causes behind changes in web traffic can help B2B companies make better-informed digital marketing decisions…. Read the full text on: