How do your website and digital marketing results compare with those of other B-to-B marketers? Are you investing in the right digital channels to efficiently drive leads? Optify answers these questions in its recently released study, the "2012 B2B Marketing Benchmark Report." We analyzed more than 62 million visits and more than 350,000 leads from 600-plus small and medium-sized B-to-B websites to give marketers insight on what's working and what's not in the world of B-to-B digital marketing.
"The past cannot be changed, but the future is yet in your power"—or so goes an old saying. As a history major, though, I can tell you that it's much easier to rewrite history than it is to leave an impact on or to predict the future. Still, in the spirit of prediction season, I offer here 10 trends of 2012 that I think will grow even more prominent in 2013. 1. Digital marketing will continue to grow It's pretty obvious to just about everyone that digital marketing is becoming the main channel for demand generation
Landing pages have two goals: Drive prospects to the page and get prospects to take action once there. Anyone can create a landing page, but what constitutes a great landing page? A great landing page gets the job done. It results in engagement and action. In a recent poll on Optify’s Facebook page, I asked our community to vote on the most important element of a landing page. ... Here are the results from 445 total votes: Call to action – 207 votes (47 percent); design layout – 105 votes (24 percent); headline – 72 votes (16 percent)
Instead of making email obsolete, the extensive use of social media has made email an even more valuable channel. Social media gives marketers another option for engaging with their communities and reduces "email fatigue." Leveraging social media also allows marketers to personalize the conversation and make it more targeted.
How many times have we seen the famous “SEO Is Dead” title? A Google search for the term yields results less than one-week-old showing that people are still trying to claim SEO is dead, or not dead or they don’t really know, whatever. So while I’m completely aware of the risks of claiming that a marketing channel is dead, I’m making this announcement in a clear mind and support it by a little bit of data and few disclaimers. I believe that paid search for B-to-B companies is dead
The ultimate goal in a marketing campaign is to convert prospects into customers. Your visitors arrived from somewhere, and an expectation was set before they even landed on your site. Too often, landing pages are used as a means in themselves, instead of as the destination of an aligned campaign. With a well-executed landing page, your visitors will be inclined to take the appropriate steps in their buying process, with the goal of choosing your product. Your mission is to create a seamless experience for your prospects.
Data will tell you the right answer. If you can’t find data somewhere, you should run a test, collect the data, and let it tell you what’s right. Testing is one of the core marketing arts a marketer should master and practice. You should treat A/B testing as a competition between two players—a champion and a contender. You define the rules, set up the arena, announce the players and let the data be the judge.