Complete B2B Online Marketing (eBook)

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 xxi

Chapter 1 Understanding B2B Online Marketing 1

Why Online? 2

B2B Is Different 5

Developing Your Strategy 11

and Measurement 13

Chapter 2 Building a B2B Brand Online 17

Understanding Online and Using Digital to Build a Brand 18

Tactical Guide to B2B Branding Online 21

Go Identify Your Audience 29

Determining Your Content Strategy 32

Chapter 3 Search Engine Optimization: Outranking Your Competitors 37

What Is SEO? 38

The Wagging Tail of Keywords 41

Squeezing the Juice Out of Links 48

Designing for Optimal Results 52

Chapter 4 Using Paid Online Media in the B2B Marketplace 57

Search Engine Marketing 58

B2B Strategies for Paid Search 62

Display Advertising for B2B 69

Social Media Advertising 74

Chapter 5 Search and Social Media for Online PR 81

Overview of Traditional B2B PR 82

How Online PR Is Different 84

Three B2B Online PR Case Studies 90

Chapter 6 Social Media 101

Social Media Listening 102

Exploiting Your Resources 108

Social Engagement 115

Chapter 7 Optimizing with Metrics 121

Aligning Analytics with the Goals of Your Site 122

The Basics of Analyzing Metrics 122

Key Performance Indicators and Other Meaningful Reports .125

Wash, Rinse, and Repeat to Improve Your Site 126

Testing for Ongoing Optimization 133

Should It Stay or Should It Go? 135

Social Media Metrics 136

Chapter 8 Conversion Rate Optimization and Usability 141

Web Usability and CRO: Similarities and Differences 142

Where to Start: Stages for Usability and CRO 142

Key B2B Conversions 149

Getting Started with Usability Practices 152

Building Blocks for Usability 156

Chapter 9 Integrating Online with Offl ine Marketing 159

Can Events and Online Marketing Ever Join Forces? 160

Using Online Marketing to Track, Measure, and Understand Traditional Marketing 174

Chapter 10 Managing Your Leads: Automation and Nurturing 181

Basics of Marketing Automation 182

Lead Nurturing 183

Basics of B2B Email Marketing 198

Chapter 11 Integrating Marketing with CRM 203

Understanding Your CRM 204

Types of Data Integration 205

Marketing Automation and CRM 208

Must-Have CRM Metrics 215

Chapter 12 The Overall Marketing Mix 217

Marketing Mix Framework 218

Digital vs Traditional Investments 220

What Mix Is Most Effective? 221

Sometimes You Can't Predict the Future 227

Integrating New Forms of Marketing into the Mix 232

Glossary 241

Index 247