The Ultimate Guide to B2B Marketing in 2020

Effective marketing is difficult to get right. Between creative demands, budget limits, and channel decisions, marketers have a lot to juggle when developing their marketing strategy. The biggest determinant of effective marketing, however, is your audience. If you’re not properly targeting your buyer persona, your promotions and advertisements will likely fall on deaf ears. You might as well not be marketing at all. Where target audiences vary the most, though, is between individual consumers and businesses. Some companies serve individual shoppers, while others cater to companies and organizations. Marketing to businesses is very different than marketing to individual consumers. That’s…

How Do Sessions Work in Google Analytics? — Best of Whiteboard Friday

Posted by Tom.CapperGoogle Analytics data is used to support tons of important work, ranging from our everyday marketing reporting, all the way to investment decisions. To that end, it’s integral that we’re aware of just how that data works. In this Best of Whiteboard Friday edition, Tom Capper explains how the sessions metric in Google Analytics works, several ways that it can have unexpected results, and as a bonus, how sessions affect the time on page metric (and why you should rethink using time on page for reporting). Editor’s note: Tom Capper is now an independent SEO consultant. This video…

Despite how many PowerPoint presentations I’ve given in my life, I’ve always struggled with understanding the best practices for creating them. I know they need to look nice, but figuring out how to make them aesthetically pleasing and informative is tough.  I’m sure my experience isn’t unique, as finding the correct balance between content, design, and timing can be difficult. Marketers know this more than anyone, as success in the role is often marked by being able to create engaging campaigns that tell a story and inspire audiences to take a specific action, like purchasing a product.  However, PowerPoint presentations…

Ah, Black Friday — the biggest shopping weekend of the year is around the corner.  In 2020, Black Friday is going to exist primarily online. Which means, as a marketer, it’s critical you prepare marketing materials ahead of time to ensure you’re able to break through the noise.  Additionally, a few major retailers — including Home Depot, Walmart, and Target — have chosen to redefine Black Friday as a couple of days or even weeks to cater to shopper’s changing buying habits. Consider following suite with your own re-imagined version of Black Friday.  To inspire your 2020 Black Friday advertisements,…

15 Amazing Blogging Insights Your Analytics Can Tell You

A blog is a critical component of your inbound marketing strategy — it’s the vehicle for driving traffic, generating leads, and establishing authority and trust… All in the early or middle stages of the buyer’s journey. But how do you know if it’s working? With all that content, traffic, and leads you’re generating, are you aware that you’re sitting on a gold mine of valuable data? Enter… Blog analytics. In this post, we’ll cover: What blog analytics are Why they matter What metrics to measure How to measure them (Hint: With tools!)  By measuring performance based on data, you can…

24 of the Best Free Stock Photo Sites to Use in 2020

Best Stock Photo Sites Negative Space Death to Stock HubSpot Picjumbo Stokpic CreateHER Stock Kaboompics Startup Stock Photos Freerange LibreShot nappy Fancy Crave Unsplash StockSnap.io The Jopwell Collection SplitShire Life of Pix Pexels Gratisography Jay Mantri ISO Republic PICNOI New Old Stock Pixabay I got the image above for free on Unsplash. Yet for some reason, many other publishers continue to push out cheap (and usually cheesy) stock photography to serve as a representation of their brand. The truth is, high-quality stock photos don’t have to come hand-in-hand with a hassle or high price tag. To prove it, we’ve compiled…

Total Addressable Market (TAM): What It Is & How You Can Calculate It

In college, I interned at a MarTech company that sold email marketing optimization software. With their software, brands could finally gain visibility into their email program’s deliverability rate or inbox placement, which most email service providers, like Constant Contact or MailChimp, can’t do. The business’ largest revenue stream was a channel partner program that enabled email service providers to sell my old company’s software to their own customers. And one day, at an all-hands meeting, our CEO showed us a slide that listed every single email service provider we partnered with and the amount of customers they all had. He…

The Ultimate Guide to Landing Pages

As you browse and maneuver around the internet, you visit landing pages all the time. A landing page can be the designated page you’re taken to when you click on an ad. It can also be the page that follows a call-to-action button or serve as the homepage of a website. Regardless of how you “land” on a landing page, its purpose is to encourage you to convert to a lead or customer. For that reason, landing pages are uniquely powerful components of a business’s digital marketing strategy. What is a landing page? A landing page is a website page…

Location Data + Reviews: The 1–2 Punch of Local SEO (Updated for 2020)

Posted by MiriamEllisGet found. Get chosen. It’s the local SEO two-step at the heart of every campaign. It’s the 1-2 punch combo that hinges on a balance of visible, accurate contact data, and a volunteer salesforce of consumer reviewers who are supporting your rise to local prominence. But here’s the thing: while managed location data and reviews may be of equal and complementary power, they shouldn’t require an equal share of your time. Automation of basic business data distribution is the key to freeing you up to focus on the elements of listings that require human ingenuity — namely, reviews…

20 Tools for Creating and Delivering Amazing Presentations

If you’re in business, you need to know how to create captivating presentations. Whether you’re trying to convince your boss to support a new campaign, talking with a prospect to close a deal, or building a new piece of marketing collateral, you need to know how craft a presentation that won’t put people to sleep. The best (and easiest) way to do that? Use the right tools to create and deliver your presentation. If you’re not sure which tools to use, look no further than this blog post. We’ve compiled our list of the top presentation tools for sales and…