Tag Archives: marketing

Four out of five B2B buyers start their journey with a web search. Nearly three quarters of the buying process is complete by the time a prospect is ready to engage with your sales team. With customers now in control, how do you create an effective marketing plan that resonates …

Many brands continue to be challenged by location-based search despite its importance to customer engagement and store visits. Consider these numbers to understand why brands need to make location a priority: 85 percent to 95 percent of consumer engagement with brands happens through location-based assets. Use of location in advertising provided …

We’re two weeks away from the MarTech Conference in San Francisco, May 9-11 — the world’s largest independent marketing technology conference designed for senior-level marketers and technologists. I stress the the word independent because unlike most of the big marketing events these days that are run by Adobe, HubSpot, IBM, Marketo, Oracle, Salesforce, or …

Links have always commanded significant focus when it comes to increasing organic search performance. Over the years, SEOs have built them by any means possible — legitimate and otherwise. Recently, the market has adapted to significant algorithmic shifts and adopted a content marketing approach to link building. This move has led …

Pick up any “introduction to marketing” textbook, and it will describe the difference between business-to-business (B2B) marketing and business-to-consumer (B2C) marketing. It will note that, generally, the B2C sales process is simpler. Conversion paths are short. Fewer people are involved in the purchase decision. And once the sale process is …

The phrase “art and science” of marketing gets thrown around a lot. But what does it really mean? What exactly is the art part of marketing, and what is the science? Where are the boundaries between them? Do they overlap? We’d love to hear your thoughts on this subject. Please …

Indirect distribution has always been a powerful way to go to market — if you can overcome its inherent challenges. Getting hundreds or thousands of local business owners on the same page has traditionally created problems with brand compliance, funding and local execution. But how would your Brand look at …

Any marketer worth their salt, or at least one who has managed to stay awake during Marketing 101, can rattle off a long list of marketing mix “Ps.” You know what I’m talking about: product, price, place, promotion, people, processes and physical evidence. Unfortunately, those old pillars of marketing don’t …

  The role of demand generation marketing is evolving along with technology, enabling B2B marketers to get better at filling the pipeline with actual opportunities versus just a bunch of leads. In one TED Talk, Malcolm Gladwell shares a story about choice, happiness and Howard Moskowitz. He talks about Howard’s role …

At the Local Search Association annual conference a few weeks ago, search and marketing experts in the local space provided insights into trends and challenges the advertising, marketing and search industry faces today. Here are 10 of the top takeaways shared at LSA17. 1. Location drives almost all consumer engagement, even …