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The Eyes Are the Windows to the Sale: Online Video B2B Marketing

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Humans are visual creatures.  That’s why we have two eyes and only one…  um…  nose.  (Okay, we have two nostrils.)  Anyway, what we see has a huge impact on what we buy, which makes video an effective tool to add to your kit of B2B online marketing.

According to the “B2B Demand Generation Benchmark Report” from Software Advice, videos are the most-used type of content among the 200 B2B marketing professionals surveyed.  92% of respondents use videos in their B2B online marketing.  But everyone with two eyes and two nostrils knows that usage percentages aren’t everything.  Video was also most-commonly cited as producing a very high amount of leads.

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These 3 Metrics Tell You If Your B2B Content Marketing Is A Success

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Right off the bat, we will tell you that website traffic isn’t one of the three most important metrics for successful content marketing.  According to research by the Content Marketing Institute, traffic has been consistently named by B2B marketers as their most used metric over the past 6 years.  But it’s not the most effective.

For 2016, however, the CMI asked B2B marketers to rank metrics by importance, not by how much each metric was used.  Understandably, this yielded some different results.

The most important metrics to determine B2B content marketing success are:

  • Sales lead quality (87%)
  • Sales (84%)
  • Higher Conversion Rates (82%)

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Oscars and eCommerce – “Inside Out” Proves the Value of Emotion in B2B Content Marketing

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The extremely popular and critically-acclaimed Inside Out has gotten nominated for a Best Animated Picture Oscar.  It also has valuable lessons for your e-business, which is why we’re reprising this post from our Summer Movies blog series.

Inside Out features five emotions (Joy, Sadness, Anger, Fear, and Disgust) that exist, personified, inside a girl’s mind as she grows into adolescence.  Despite the power of these emotions, many marketers completely neglect a prospects’ feelings in their B2B content marketing.  And the inability to connect on an emotional level turns away potential customers as a result.

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A Fresh Idea for Your Stale Landing Page

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Your landing page is so old, Abe Lincoln thought you needed a redesign.  And if your conversion rates are as bad as that joke, then it’s time to freshen up those landing pages.

Your landing page is often the first touchpoint for your online visitors.  It’s the first time your potential customer sits at their desk (or tablet or wherever) and interacts with your website, so you don’t want their first impression to be an antebellum landing page that no longer converts.  Old, crusty, irrelevant landing pages result in a loss of conversions.

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What We Learned About B2B Content Marketing in 2015

content marketing highlightThe transition from seeing online content as a perceived time-waster to a bonafide conversion-raising, lead-generating, customer-boosting marketing phenomenon is still relatively young.  Content may be king, but measured in years, it’s still a prince.  There’s still much to learn about B2B content marketing, so let’s look back at 2015 to see how to further optimize your content strategy and grow your business.

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