Complete B2B Online Marketing

Maura Ginty is a digital-era word geek with deep expertise in search, content strategy, and social media programs at Fortune 500 companies as well as small businesses. Lauren Vaccarello is the Senior Director of Online Marketing at Salesforce.com, where she focuses on developing cross-channel strategies that bridge the gap between awareness and demand-generation. William Leake is CEO and founder of the Apogee-branded marketing companies Search, Results, and Campaigns. Bill has guided them all from inception to success, with Apogee Search becoming one of the 20 largest independent search engine marketing firms in North America. All three authors are frequent speakers at leading industry events such as Search Engine Strategies, SMX, eMetrics, and others.

• Introduction xxiChapter 1 Understanding B2B Online Marketing 1Why Online? 2Your Current Marketing mix 3Assessing the Value Proposition of Online 4B2B Is Different 5Building B2B Confidence 5Developing Individual Relationships with Decision Makers 8Mitigating the Decline of Brand Loyalty 8Developing Your Strategy 11How Online Marketing Can Solve Your Organization’s Pain Points 11Supercharging Content and Messaging with Online 12How Online Reflects the Funnel: Objectives and Measurement 13Chapter 2 Building a B2B Brand Online 17Understanding Online and Using Digital to Build a Brand 18Business-to-Business Brand Building vs. Business-to-Consumer Brand Building 18Using Online to Build Trust 19Tactical Guide to B2B Branding Online 21Online Impact on the Marketing and Sales Funnel 21Who Are Your Customers and Why Do They Buy? 25Building a Website Based on Your Brand 26Using Search, Display, Social, and Retargeting to Build Your Brand 27Go Identify Your Audience 29Defining Audience Segments 30Identifying and Solving the B2B Pain Points for Each Segment 30Setting Up Objectives and Measurement 31Determining Your Content Strategy 32Mapping Your Audience 32When to Create and When to Kill Content 34Choosing the Most Helpful Distribution Channels 34Chapter 3 Search Engine Optimization: Outranking Your Competitors 37What Is SEO? 38Trends in Algorithms 38Making Search Personal 39The Wagging Tail of Keywords 41Researching Keywords 42Writing with Keywords 44Keywords Where You Almost Forgot to Put Them 46Monitoring Keyword Performance 47Squeezing the Juice Out of Links 48Developing Links for Better Ranking 51Designing for Optimal Results 52Getting Rich Media to Work for You 52Mapping Your Site 53Chapter 4 Using Paid Online Media in the B2B Marketplace 57Search Engine Marketing 58The Basics of Paid Search Marketing 58B2B Strategies for Paid Search 62Paid Search as Awareness 62Building a Paid Search Strategy to Generate Demand 65Display Advertising for B2B 69Display Advertising to Drive Awareness 70Display Awareness Metrics 71Display Advertising for Demand Generation 72The ROI of Display 73Social Media Advertising 74Promoting with Twitter 74Facebook Advertising 76Chapter 5 Search and Social Media for Online PR 81Overview of Traditional B2B PR 82The Traditional Press Kit 82News Clipping Service 82Tracking Analyst Relations 83How Online PR Is Different 84Understanding the SEO Press Release 84Reaching Out to Bloggers 86Social Media Influence 87Three B2B Online PR Case Studies 90Rutgers Center for Management Development 91SES Conference & Expo 92Piper Aircraft 94Chapter 6 Social Media 101Social Media Listening 102Look Who’s Talking 103Where Your Customers Talk 103Setting Up Listening 104Feedback Loops: Product, Marketing, and Strategy 106Exploiting Your Resources 108Capacity Planning 109Organization and Ownership 110Training and References 112Social Engagement 115When to Let Comments Go 115Keeping Pace with Velocity 116The Value of Social Brand 117Fortifying Your Customer Advocates 118Chapter 7 Optimizing with Metrics 121Aligning Analytics with the Goals of Your Site 122The Basics of Analyzing Metrics 122Distinguishing the Right Measures 123Understanding Your Traffic 124Key Performance Indicators and Other Meaningful Reports 125Wash, Rinse, and Repeat to Improve Your Site 126Checking the Numbers 127Identifying Traffic Problems 129Conversion Problems 131Testing for Ongoing Optimization 133Should It Stay or Should It Go? 135When to Overhaul and When to Kill 135Social Media Metrics 136Creating Strong Paid Ads for Social 137Growing Social Through Earned, Organic Search 138Chapter 8 Conversion Rate Optimization and Usability 141Web Usability and CRO: Similarities and Differences 142Where to Start: Stages for Usability and CRO 142Balancing the Call to Action 143Business Maturity: The Litmus Test for Usability or CRO as a Starting Point 145CRO Basics: Assessing Opportunity 146Key B2B Conversions 149Early Stage: Engagement 149Midstage: Microconversions 150Late Stage: Form and Trial Conversions 151Knowing When Not to Test 152Getting Started with Usability Practices 152Understanding and Developing Personas 153Alerts to Usability Problems 155Building Blocks for Usability 156Orienting with Cues and Copy 156Scanning: Or, What’s at Stake 158Chapter 9 Integrating Online with Offline Marketing 159Can Events and Online Marketing Ever Join Forces? 160Using Online Marketing to Drive Event Registration 160Getting the Most Out of Event Participation 168Using Online Marketing to Track, Measure, and Understand Traditional Marketing 174Direct Mail 174Print and Traditional Advertising 179Chapter 10 Managing Your Leads: Automation and Nurturing 181Basics of Marketing Automation 182Effectively Using Segmentation 182Lead Nurturing 183The Who: Finding the Right Audience Through Lead Scoring 186The What: Creating the Right Content 188When It’s 1:1 and When It’s 1:Many 189Basics of B2B Email Marketing 198Email Best Practices 198Getting the Most Out of Your Emails 199Cleaning Your Lists to Ensure Quality Leads 200Segmenting Email for Better Response 201Chapter 11 Integrating Marketing with CRM 203Understanding Your CRM 204What Is a CRM Integration, and Why Is It Important? 204Types of Data Integration 205Integrating CRM with Search 205Marketing Automation and CRM 208Clean Data Integration 210Integrating Social Media with CRM 212Integrating Web Analytics with CRM 213Call Tracking and Data Integration 214Must-Have CRM Metrics 215Web Lead to Closed Deal 215Social Impact 216Chapter 12 The Overall Marketing Mix 217Marketing Mix Framework 218The State of the (Marketing) Union 219Digital vs. Traditional Investments 220What Mix Is Most Effective? 221Analyzing Returns 223Forecasting 223Correcting 225Sometimes You Can’t Predict the Future 227Integrating New Forms of Marketing into the Mix 232Glossary 241Index 247