Marketing Darwinism - by Paul Dunay
  • Home
  • Bio
  • Books
  • Press
  • Speaking
  • Webinars
  • Videos
  • Podcasts
  • Photos
  • Awards
  • Abstracts
  • Testimonials
Home
Bio
Books
Press
Speaking
Webinars
Videos
Podcasts
Photos
Awards
Abstracts
Testimonials
  • Home
  • Bio
  • Books
  • Press
  • Speaking
  • Webinars
  • Videos
  • Podcasts
  • Photos
  • Awards
  • Abstracts
  • Testimonials
Marketing Darwinism - by Paul Dunay
Advertising, Behavioral Targeting, Customer Experience, Facebook, Innovation, Interactive Marketing, Mobile, Pay Per Click, Search, SEO

Interview with Dave Chaffey of Smart Insights

DigitalMarketing

This week I had the pleasure of reading a new report from Smart Insights on the State of Digital Marketing 2015 and decided to dig in a bit further with an interview. For those of you who aren’t familiar with Dave or Smart Insights – Dave Chaffey is CEO of Smart Insights, a publisher of planning templates and articles focusing on Digital Strategy with channels on B2B Marketing and Marketing automation. The following is an excerpt from our discussion, I hope you enjoy it.

1) What do you think the biggest change to Digital Marketing for B2B firms will be in the next year?

I think content personalization is the biggest opportunity into 2016 for B2B Marketers. Most B2B service marketers know the value of tailored landing pages to drive traffic and capture leads for niche B2B buyer personas. Let’s face it, these options have been around for fifteen years – your question takes me back to a workshop I did for Siebel systems around then, before they became part of Oracle. We were looking at optimizing targeted landing pages through Siebel for different search behaviors even then before some of today’s well-known marketing automation services like HubSpot, Marketo and Salesforce were even established. These types of services and many others have made scalable lead generation affordable for businesses, but I often feel the potential for lead scoring and lead nurture through personalization isn’t being exploited as much as it could.

At SmartInsights.com, for example, our home page and member benefits pages are tailored by role based on their registration – so a marketing manager gets a different message and different content than say an agency manager. We setup our personalization rules in WordPress, but for marketers who don’t role their own there are many plugins and services to support greater B2B personalization, for example BrightInfo, Evergage and Marketizator to name three players. Again this approach isn’t new technically innovative, but it is underexploited. It is getting more sophisticated with automated content recommendations based on profile and content consumption – for example Idio can be used by larger businesses for this.

2) What do you see as the biggest mistakes being made in Digital Marketing by B2B firms?

The most common mistake I see is getting the balance of Content Marketing activities wrong. We all know content marketing is at the heart of digital marketing, yet often content marketing strategies don’t invest sufficient in the right range of content across the buying cycle and by content I am referring to our Content Marketing Matrix which helps businesses review the best types. The CMM also helps you think about the right balance of what Michael Stelzner of Social Media Examiner called nuclear and primary fuel. You need to invest in that emotion-inducing or shareable content that cuts through otherwise others who have made that investment will win across the channels whether that is SEO, Social media or Email marketing.

Then there’s content distribution… putting the investment into marketing the content you have invested in. Here there must be the right balance between paid, owned and earned media. Paid media, remarketing or retargeting through AdWords, LinkedIn or Facebook helps remind prospects about your services so it’s a mistake to miss this – it gives probably the best paid digital media ROI available. With Earned media it’s about putting the time into influencer outreach – it’s a popular buzz word, but few do this as well in my experience.

3) What one Digital Marketing tactic should a B2B Marketer adopt in the next year?

Simple – Retargeting using paid media as mentioned in my previous answer – if you’re not doing already it’s a great opportunity. If you are, there are new options available all the time, like the recent launch of the LinkedIn ‘Lead Accelerator’. You can review the options on our Content Distribution matrix.

4) What one Digital Marketing tactic should a B2B Marketer stop in the next year?

That’s tricky Paul, because we believe that any tactic can be optimized and most techniques can be made to work. If you’re not getting ROI from digital media that has to stop! But I’ll give you a simple marketing automation technique that any B2B marketer can apply – stop sending out welcome sequences that aren’t targeted, i.e. one-size fits all welcome emails. Since you collect the profile information of a prospect when they subscribe it’s a ‘no-brainer’ to target by role or vertical or need – whatever will give you the biggest uplift and different points in the lead nurturing.

Talking of Marketing Automation, we have a new survey on the opinions on Marketing Automation of B2B marketers in 2015 just launched. We’d love it if your readers can share their experiences and of course they’ll get the research report when it’s completed.

June 17, 2015by Paul Dunay
Big Data, Content Marketing, Data Analytics, Interactive Marketing, Leadership, Listening, Monitoring, ROI, Social Media

Integrating Listening Into Your Platform for ROI

show-me-the-ROI-resized-600.jpeg

This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of Way Beyond Listening: Integrating Listening Into Your Platform for ROI. This webinar was sponsored by Synthesio and featured Brian Melinat (@brianmelinat) Director of Marketing Analytics within Dell, Kristine Vick (@kristinevick) Principal in the Digital and Content team at SAS, and Ben Lapidus (@benlapidus) Senior Sales Engineer at Synthesio. We discussed nine ways companies have found to connect social media to revenue and ROI.

Here are nine ways to connect Social Media to Revenue and ultimately ROI

  1. Map your social activities to all 4 stages of a customer journey: Awareness, Acquisition, Activation and Retention
  2. Connect social media to all marketing campaigns to gauge response
  3. Connect social media to SEO activities to increase SEO
  4. Plot your social media sentiment against your NPS scores
  5. Provide delightful customer support
  6. Listen for Lead Gen opportunities
  7. Use social for new product ideas
  8. Use social media to vet pricing of new products
  9. Use social media for M&A ideas in your product lines

To get a copy of the slides or to listen to the replay, please click here. You can also scan the highlights of this webinar on Twitter by reading the Storify below. Our next webinar is titled To LinkIn or Not to LinkIn: Getting Ahead of Your Competitors with Innovative Strategies; be sure to sign up for it or view the schedule of other upcoming webinars here.

 

June 10, 2015by Paul Dunay
Social Media

Connecting Your Enterprise: Collaboration at Scale

doppler-musicians-tech-audience

Last week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of Connecting Your Enterprise: Collaboration at Scale. This webinar was sponsored by Tracx and featured Nolan Carleton (@ParsleyCarleton) Lead Consultant Program Execution at AT&T, DeShelia Spann (@DeSheliaSpann) Digital Marketing Strategist at Eaton and Danielle Gerson (@tracx) solutions engineer at Tracx. We discussed how to setup an environment that cultivates growth and scale in social media.

Here are three of the key takeaways:

  1. Start Silo Busting – Most enterprises start out in a segmented environment where by multiple departments are roles are isolated from one another and using their own social media point solutions and environments. Getting those silos to come down using one software solution is the first step to greater collaboration and scale in social.
  2. Engage your Employees – An obvious place to help scale your efforts once a unified social media platform is in place is leveraging your employee advocates to help get the word out.
  3. Watch out for Disjointed Workflow – Nothing hurts your ability to scale like disjointed workflow such as groups publishing in a vacuum or keeping their own datasets separated from the rest of the organization.

To get a copy of the slides or to listen to the replay, please click here. You can also scan the highlights of this webinar on Twitter by reading the Storify below. Our next webinar is titled Way Beyond Listening: Integrating Listening Into Your Platform for ROI; be sure to sign up for it or view the schedule of other upcoming webinars here.

 

June 1, 2015by Paul Dunay

Search

Welcome to my blog, my name is Paul Dunay and I lead Red Hat's Financial Services Marketing team Globally, I am also a Certified Professional Coach, Author and Award-Winning B2B Marketing Expert. Any views expressed are my own.

Archives

  • March 2023
  • February 2023
  • January 2023
  • November 2022
  • October 2022
  • September 2022
  • August 2022
  • July 2022
  • June 2022
  • April 2022
  • February 2022
  • January 2022
  • December 2021
  • November 2021
  • October 2021
  • September 2021
  • August 2021
  • July 2021
  • June 2021
  • May 2021
  • March 2021
  • December 2020
  • October 2020
  • September 2020
  • August 2020
  • May 2020
  • April 2020
  • January 2020
  • March 2019
  • December 2018
  • October 2018
  • September 2018
  • August 2018
  • May 2018
  • April 2018
  • January 2018
  • November 2017
  • May 2017
  • March 2017
  • December 2016
  • November 2016
  • October 2016
  • September 2016
  • August 2016
  • March 2016
  • February 2016
  • January 2016
  • December 2015
  • November 2015
  • October 2015
  • September 2015
  • August 2015
  • July 2015
  • June 2015
  • May 2015
  • April 2015
  • March 2015
  • February 2015
  • January 2015
  • December 2014
  • November 2014
  • October 2014
  • September 2014
  • August 2014
  • July 2014
  • June 2014
  • May 2014
  • April 2014
  • March 2014
  • February 2014
  • January 2014
  • December 2013
  • November 2013
  • October 2013
  • September 2013
  • August 2013
  • July 2013
  • June 2013
  • May 2013
  • April 2013
  • March 2013
  • February 2013
  • January 2013
  • December 2012
  • November 2012
  • October 2012
  • September 2012
  • June 2012
  • May 2012
  • April 2012
  • March 2012
  • February 2012
  • January 2012
  • December 2011
  • November 2011
  • October 2011
  • September 2011
  • August 2011
  • July 2011
  • June 2011
  • May 2011
  • April 2011
  • March 2011
  • February 2011
  • January 2011
  • December 2010
  • November 2010
  • October 2010
  • September 2010
  • August 2010
  • July 2010
  • June 2010
  • May 2010
  • April 2010
  • March 2010
  • February 2010
  • January 2010
  • December 2009
  • November 2009
  • October 2009
  • September 2009
  • August 2009
  • July 2009
  • June 2009
  • May 2009
  • April 2009
  • March 2009
  • February 2009
  • January 2009
  • December 2008
  • November 2008
  • October 2008
  • September 2008
  • August 2008
  • July 2008
  • June 2008
  • May 2008
  • April 2008
  • March 2008
  • February 2008
  • January 2008
  • December 2007
  • November 2007
  • October 2007
  • September 2007
  • August 2007
  • July 2007
  • June 2007
  • May 2007
  • April 2007
  • March 2007
  • February 2007
  • January 2007
  • December 2006
  • November 2006
  • October 2006
  • September 2006
  • August 2006
  • July 2006
  • June 2006
  • May 2006
  • April 2006
  • March 2006

“I started with Brixton to provide you with daily fresh new ideas about trends. It is a very clean and elegant Wordpress Theme suitable for every blogger. Perfect for sharing your lifestyle.”

© 2018 copyright PREMIUMCODING // All rights reserved // Privacy Policy
Brixton was made with love by Premiumcoding.