Ashley Zeckman

How Does Mark Schaefer MAKE Marketing Magic? #MPB2B

Ashley Zeckman on Oct 12th, 2015     B2B Marketing, Marketing PR Conferences


If someone asked you what your mission is as a marketer, what would you say?

My response would go something like this: To create a meaningful connection with customers that engages them with my businesses and encourages them to take the next step in working with us. I’d venture to say that many of you out there would have a similar response. However, even with all of the tools at our disposal today, this mission is much easier said than done.

In fact, 60% of marketers are still struggling to produce engaging content, but 72% have it at the top of their list to focus on in the future.

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

7 Tips For Deploying A Successful Ad Retargeting Strategy

Ashley Zeckman on Oct 7th, 2015     Digital Marketing, Search Marketing


There is no replacement for a sound organic optimization strategy. However, there are many ways that you can augment your organic strategy, including paid search tactics. Ultimately, your job is to ensure that prospective and current customers have a good user experience and can find the information that they need quickly and efficiently.

One tactic that has gained steam in the past couple of years is ad retargeting. In fact, Criteo found that visitors that are retargeted with display ads are 70% more likely to convert on your website than those who are not.

To help you navigate through the sometimes daunting and complex approach that is ad retargeting, here are 7 tips to help ensure that your advertising dollars don’t go to waste.

Lee Odden

Poll Results: Digital Marketing Priorities for Major Brands in 2016

Lee Odden on Oct 6th, 2015     Digital Marketing

Digital Marketing Priorities 2016It’s strategic marketing planning season for 2016 and digital marketers all over the world are navigating their way through organizational goals, data and the pulse of their communities to specify areas of focus for the coming year.

Much of what drives digital marketing strategy is a mix of business objectives and marketing priorities. Deciding on those priorities helps create a direct line of sight to what success looks like. Research from CMI/MarketingProfs shows that marketers with a clear idea of what success looks like are more successful.

But what are the top digital priorities for digital marketers in the coming year?

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.

Lee Odden

140 B2B Content Marketing Statistics for 2016 Strategy Planning

Lee Odden on Sep 30th, 2015     B2B Marketing

B2B Content Marketing Report 2016

The best content marketing strategies are informed by data and one of the most consistent B2B marketing research reports chock full of data comes from Content Marketing Institute and MarketingProfs.

Today the 6th edition of the B2B Content Marketing – 2016 Benchmarks, Budgets and Trends – North America report was published revealing a canyon of difference between successful content marketers and those that seem to be lost in the wilderness. This report is also a reality check for content marketers that drink too much of their own kool-aid, offering a mix of slightly downward trend data right along with numerous reasons for future content marketing optimism.

What do I mean by reality check? Fewer marketers have a documented content marketing strategy than last year 32% vs 35% and less marketers see their content marketing as effective 30% vs 38%.

Leila De La Fuente

7 Traits for Successful Digital Marketing Agency Client Relationships

Leila De La Fuente on Sep 29th, 2015     Digital Marketing, Online Marketing


The relationships that we form with other people are an inherent part of being human. Some relationships stand the test of time while others become a distant memory. Relationships (good and bad) are not bound to our personal lives. Every day your interactions with coworkers, customers and other business contacts work towards building strong professional relationships today.

One of the larger investments that many organizations make today is in partnering with a digital marketing agency. The job of an agency is to understand who you are as a client and translate that message in a way that helps your brand better connect with target customers. Unfortunately, while 90% of agencies say they truly understand their client’s business, only 65% of clients agree.

Ashley Zeckman

How Does LinkedIn’s Jason Miller MAKE Marketing Magic? #MPB2B

Ashley Zeckman on Sep 28th, 2015     B2B Marketing, Marketing PR Conferences


Effective content creation requires more than setting goals, implementing a strategy and creating your assets. For content to really be great, your audience needs to see it. One of the most effective content promotion mechanisms is the use of social media.

MarketingProfs and Content Marketing Institute recently found that LinkedIn is the most effective social media platform for B2B marketers to distribute and promote content marketing assets. Instead of searching through countless websites looking for best practices, we’re taking you straight to the source.

We have partnered with MarketingProfs to bring you insights from some of the top speakers that will be presenting at MarketingProfs B2B Marketing Forum (October 20 – 23).

Ben Brausen

Online Marketing News: Facebook Gets The Signal, Auto-Converting Ads, Instagram Tops 400 Million

Ben Brausen on Sep 25th, 2015     Online Marketing, Online Marketing News

Anatomy Of A Perfect Checkout Page

How to Create the Perfect Checkout Page [Infographic] – 68% of all ecommerce visitors abandon their shopping carts – leaving $4 trillion of abandoned merchandize behind. But don’t despair – according to BI Intelligence, roughly 2.5 trillion (or 63%) of this is potentially recoverable. Check out this handy infographic to find out more. VWO

Facebook Launches Signal – Journalists use Signal to surface relevant trends, photos, videos and posts from Facebook and Instagram for use in their storytelling and reporting. This is an easy way to source and curate content from major public events across news, culture, entertainment, sports, and more. Journalists can then embed that curated content online and integrate it into their broadcasts. Facebook