Online Marketing

Ashley Zeckman

13 Considerations for Creating Successful Landing Pages from Oli Gardner of Unbounce #MPB2B

Ashley Zeckman on Oct 22nd, 2015     B2B Marketing, Marketing PR Conferences, Online Marketing

oli gardner unbounce mpb2b 2015

While B2B marketing KPIs such as views, shares and impressions are important in helping to determine your digital marketing strategy, conversions will always be more important. You have to provide enough value to encourage people to click on your content, and then once they reach your destination, you have to convince them again that it is worth providing their contact information.

Landing pages can be an incredibly powerful tool for moving prospects through the sales process but they are not all created equal. Oli Gardner of Unbounce provided an incredibly amount of information on the four corners of conversion for landing pages in his presentation at MarketingProfs B2B Marketing Forum.

Ashley Zeckman

Case Study: How IBM Changed Perception & Increased Revenue by 20% YOY #MPB2B

Ashley Zeckman on Oct 22nd, 2015     B2B Marketing, Marketing PR Conferences, Online Marketing

IBM mainframe

“Why not let every client who sets foot in the door know that this agency has entered the future?” – Don Draper

If you ask most people what they think a mainframe is, most will likely get visions of black and white photos of antiquated computers housed in an IBM backroom. As the Vice President of Z Systems Marketing for IBM, it’s Deon Newman’s job to change that perception.

Believe it or not, all of us are connected to a mainframe multiple times each day. The stats might actually surprise you. For example:

  • 80% of all corporate data resides or originates on mainframes.
  • 55% of all enterprise applications need a mainframe to complete transactions.
  • 30 billion business transactions are processed on mainframes every day.
Ashley Zeckman

Digital Marketing That Focuses on User Intent – Avinash Kaushik #MPB2B

Ashley Zeckman on Oct 21st, 2015     B2B Marketing, Marketing PR Conferences, Online Marketing


“It’s not the ink, it’s the think.”

This quote was the basis for Avinash Kaushik’s opening keynote at MarketingProf’s B2B Marketing Forum. For those of you that don’t know, Avinash is a Digital Marketing Evangelist at Google and best-selling author.

According to Avinash, the difference between companies that will be great and those that will die (either quickly or slowly) are the ones that understand how to obsess about the think. Thinking about how your company can connect with people and execute process and structure will make you masters of marketing. Below are some of the many highlights from his entertaining, informational and inspiring keynote.

Ashley Zeckman

How Does Katie Martell of Cintell MAKE Marketing Magic? #MPB2B

Ashley Zeckman on Oct 19th, 2015     Marketing PR Conferences, Online Marketing


Our biggest job as marketers is to lead customers to the conclusion that we are the best answer for their business problems. The first step in leading your customers down the logical path to choosing your company, is understanding who they are, what they care about and the things that impact their purchasing decisions.

Creating buyer personas can help you identify your best customers and create a marketing strategy that targets their needs. Recent research has found that incorporating buyer personas made websites 2 – 5 times more effective and easier to use by targeted users.

Ben Brausen

Online Marketing News: Twitter Tightens Up, In-App Indexing, Pinterest Improves Pinned Places

Ben Brausen on Oct 16th, 2015     Online Marketing, Online Marketing News

How Content Marketing Impacts Your Bottom Line

How Content Marketing Impacts Your Bottom Line [Infographic] – Take a closer look and outlined how content marketing can increase awareness, build trust, and convert leads — all important in driving consumers to the bottom of the funnel and ultimately having a positive impact on your bottom line. HubSpot

Twitter Cuts 8% Of Its Workforce – In Jack Dorsey’s first major action as CEO, Twitter has laid off 8% of its employees. Twitter said it is cutting 336 staff members, mostly from the product and engineering teams, in order to focus on the company’s top product priorities and become more efficient. CNN Money

Google: Shy Away From Repeating The Same Words On The Same Page Too Often – In a Google+ hangout from Friday, Google’s John Mueller addressed a common thing you see on some e-commerce sites, the repetitive nature of category landing pages. Search Engine Roundtable

Ashley Zeckman

Holiday Marketing Must Haves for Online Retailers [Checklist]

Ashley Zeckman on Oct 15th, 2015     B2C Marketing, Online Marketing


The air is crisp and the leaves are falling which means that the holidays are just around the corner. And for many online retailers, the holiday season is the busiest (and most stressful) time of year. Proper planning can be the difference between a poor or pleasant experience for your customers, gift recipients and staff.

In 2014, overall online sales during the holiday season increased by 13.9% from the previous year and that number is only expected to increase in 2015. With holiday sales accounting for approximately a quarter of all online purchases during the year, it is essential that your business is prepared to take advantage of the opportunity and meet market demand.

Joshua Nite

A Digital Marketing Odyssey: 20 Essential Lessons I Learned in my First 6 Months at TopRank Marketing

Joshua Nite on Oct 13th, 2015     Digital Marketing, Online Marketing


I used to be famous on the Internet. Now I’m writing content for TopRank Marketing. This is better.

Before starting at TopRank Marketing, I spent a decade working for my best friend from high school. We ran an online game, a passion project that somehow turned into a full-time gig for both of us. I made a comfortable living working from home, writing puns and pop culture references for an appreciative worldwide audience. I went to comic conventions, did interviews, traveled to London and Paris and was occasionally asked for my autograph in public.

Then the money ran out. I was 37 years old, with one kid in kindergarten and a second on the way. My unconventional resume made looking for work a tricky prospect. I signed up as a writer on freelance sites and balked at ads like, “need 30,000 word romance novel in which protagonists are sentient airplanes. $150.”

Ben Brausen

Online Marketing News: Jack Is Back, Facebook Reacts, Reddit Gets Upvoted

Ben Brausen on Oct 9th, 2015     Online Marketing, Online Marketing News

Top 5 Brand Research Channels

Study: Top 5 Brand Research Channels [Infographic] – Search engines are the most popular brand research tool, especially among older consumers, while 4 in 10 turn to online reviews and nearly 30% use social networks, reveals a new study from GlobalWebIndex. See where they turn, from this infographic. GlobalWebIndex

Jack Dorsey Returns as Twitter CEO; Adam Bain Named COO – As many speculated, Jack Dorsey is back as Twitter’s CEO. Dorsey, has been the interim CEO of Twitter since July, after Dick Costolo stepped down. Twitter made the announcement early Monday morning. WSJ

Facebook Tops 2.5 Million Active Advertisers, Adds TV-Like Ad Buying – Facebook rolled into Advertising Week with news that it has reached the 2.5 million-advertiser milestone, along with a host of announcements. SocialTimes

Ashley Zeckman

Rule the School: 5 Essential Lessons on Co-Creating Content with Influencers [eBook]

Ashley Zeckman on Oct 8th, 2015     Influencer Marketing, Online Marketing

GroupHigh eBook CoverAh, the nostalgic memories of making new friends on the first day of class, the thrill of getting a new Trapper Keeper notebook and finding your place amongst your peers likely take most of us back to our school days.

Once you’re out of school, you realize that you don’t always have teachers by your side to help you plan for how to approach strategies like content marketing. There’s no lesson plan, pre-test or extra credit to help you figure everything out. And the true test comes from how much your audience likes (or doesn’t like) the content assets that you create. Which presents an opportunity to innovate your approach.

Ashley Zeckman

How Does Uberflip’s Hana Abaza MAKE Marketing Magic? #MPB2B

Ashley Zeckman on Oct 5th, 2015     Marketing PR Conferences, Online Marketing


Individuals that are new to B2B marketing often make the mistake of marketing to target businesses, instead of the individuals within the business. Unfortunately, more seasoned marketers are sometimes guilty of the same blunder. Understanding how best to target and personalize marketing isn’t always easy, and can require additional training and direction from industry experts.

The upcoming MarketingProfs B2B Marketing Forum (October 20 – 23) will help newbie and experienced B2B marketers alike find their way through the clutter to create marketing programs that truly speak to the needs of their customers. We had the fortunate opportunity to partner with MarketingProfs to bring you insights from some of the top speakers that will be presenting at the upcoming conference.

Ben Brausen

Online Marketing News: New Notes, Buy Buttons, and Ad Availability

Ben Brausen on Oct 2nd, 2015     Online Marketing, Online Marketing News

Top 4 Rated Social Media Management Tools of 2015

The Top 4 Rated Social Media Management Tools of 2015 – The results come from detailed customer reviews from G2Crowd, and cover a variety of information including user satisfaction, product direction, how easy it is to learn to use the platform, level of support, usability and more.

The Twitter Tweet and Follow Buttons Get A Redesign – Next month the Tweet and follow buttons will switch to a modern, high-contrast design of white text on a dark blue background. This visual refresh updates our button design from 2011. Twitter

Instagram Ads: Now Available Around the World – Marketers use Instagram to tell visual and creative stories related to their business, and now all marketers have access to Instagram ads. Instagram ads are now available for purchase through Power Editor, the Instagram Ads API and select Facebook Marketing Partners. Facebook

Evan Prokop

5 SEO Considerations to Win with Both Customers and Search Engines

Evan Prokop on Oct 1st, 2015     Online Marketing, SEO

Win with Customer Focused SEO

One of the cornerstones of any digital marketing presence is a company website. From being a destination for people to visit that are searching for your products and services to servicing existing customers, it’s difficult to understate the importance of a great website (or understate the missed opportunities that come with having a bad one). Of course, a great website isn’t much use if nobody can find it, which is where a solid investment in SEO can pay big dividends.

However, a question that often comes up when planning out an SEO strategy is: should you be more focused on optimizing for customers or search engines? Arguably, there was a time when this was a real trade-off. Many SEO tactics such as keyword stuffing or spam linking were effective for gaining search presence, but came at the cost of customer experience.