How to best utilize the networks within Google AdWords

30-second summary: Google networks can be tricky when deciding which ones are best for your goals and budget Three tips that will help you to utilize the networks strategically You first need to understand the difference before selecting a network Clean data is key when analyzing performance, so it is best to keep network targeting separately Where a user is at in the conversion funnel will tell you if the network brings conversions By having two different campaigns that are network specific, you will be able to properly target your audience with clear messaging while being able to access key data points quickly and accurately There are two networks within Google AdWords – display and search. When you set up a campaign for the first time, you may notice an option to add either one of these within the settings

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How to best utilize the networks within Google AdWords

How marketers can start using AI for stronger results

30-second summary: AI has entered mainstream use in a variety of industries, and marketing is no different There are plenty of ways marketers can start leveraging AI for stronger results In this post, we take a look at four simple yet effective ways you can get started using AI to supercharge your marketing efforts and also improve customer experience Think about how artificial intelligence (AI) is already contributing to your daily life — those smart replies in Gmail, movie recommendations on Netflix, music recommendations on Spotify, your intelligent voice assistant, and so on.

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How marketers can start using AI for stronger results

Seven tips for full funnel SEO in 2020

30-second summary: Improving their organic search presence is the top inbound marketing priority for 61% of marketers. It’s imperative that today’s marketers  leverage paid  search at every stage to create more sophisticated strategies because  greater sophistication  means  less wasted budget  and  higher quality conversions .   Erica Magnotto gives a crisp breakdown and categorization of how to make your sales and marketing funnel work through SEO.

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Seven tips for full funnel SEO in 2020

Six key content performance aspects that Google Analytics can’t measure

Google Analytics (GA) is one of the most popular traffic analytics tools for websites, but it can have serious drawbacks for anyone looking to  measure content performance . The problem is systemic: Analytics was built to track traffic for ecommerce and content sites, with the structure of its reports built around pageviews.

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Six key content performance aspects that Google Analytics can’t measure

Four initiatives B2Bs must tackle now to win in 2020

While ecommerce businesses are in the midst of the Q4 craziness and rising CPCs of the holiday season, B2B clients are planning for their business to pick up at the start of 2020. In this post, I’ll walk through a few things to consider and refresh before Q1 gets here. 1

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Four initiatives B2Bs must tackle now to win in 2020

Converting custom: Using analytics to optimize sales funnels

Sales funnels form the backbone of just about every company you’ll make a purchase from today, tomorrow, or all year round. For many business owners, the term “sales funnel”, otherwise known as “conversion funnel”, can sound much like self-important corporate jargon – an affectation that makes the process of selling products seem like brain surgery. The good news is that if you’re already selling goods or services online, then you already have a sales funnel in place

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Converting custom: Using analytics to optimize sales funnels

Research finds B2B audiences discover content through search

Clutch’s survey  of 384 consumers of online business content found that 87% of respondents frequently encounter business content using search engines, slightly more than the 85% who find business content through social media and 75% who encounter content most frequently on company websites.   The study indicates that B2B audiences are avid consumers of business content online and use content to inform their purchasing decisions.    By optimizing content for SEO and for their target customers, companies can engage B2B audiences online and work to transition them through their sales funnel to conversion.      B2B audiences consume content frequently and according to their purchasing intent    Clutch’s survey  supports industry research  that B2B customers extensively research companies and products online as part of their purchasing process.      The survey found that 88% of B2B audiences consume business content online at least once a week.     For the most part, the reasons why B2B audiences consume business content online reflects their buying intent and determines the type of content they prefer.    For example, 45% of B2B audiences read business content online to stay informed about industry trends, the most common reason cited among respondents.        This broad reasoning for consuming content demonstrates low purchasing intent

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Research finds B2B audiences discover content through search

The rise of the modern B2B marketer

The rise of the modern B2B marketer is changing the way marketing and sales teams work together to generate new business and deliver ROI.  New research from  Contentive , a global B2B marketing and events company, found that the role of the modern B2B marketing professional is rapidly shifting owing to the explosion of data, analytics and automation tools. Contentive surveyed its trusted community of B2B marketing professionals to learn more about their key challenges and for a glimpse for what the future holds for B2B marketing.

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The rise of the modern B2B marketer

The 2018 guide to B2B sales, Part 2: Segmentation, content, and nurtures

In Part 1 of this series , I broke down how to effectively use different channels for B2B efforts –  from demand generation channels like Facebook, LinkedIn, and Pinterest to get in front of highly relevant audiences to paid search to capitalize on audiences with intent. I also touched on optimizing the landing pages/content you should deliver to these audiences.

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The 2018 guide to B2B sales, Part 2: Segmentation, content, and nurtures

The 2018 guide to B2B Sales, Part 1: Demand gen and demand capture

If you’ve ever made the switch from B2C or ecommerce to B2B marketing, you know there’s a world of difference. B2B offerings are generally much more expensive, with a very long lead-to-close time, and marketing needs to be addressed in a different and strategic manner. In B2B marketing, you must reach users at every point of the funnel – and keep educating them in stages along the way

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The 2018 guide to B2B Sales, Part 1: Demand gen and demand capture