Google has announced that they will begin to phase out their Optimize service starting on September 30, 2023. This news has caught the attention of many marketers who have been using the service to improve their website and online campaigns. In this blog post, we'll discuss the sun setting of Google Optimize and how marketers can prepare for this transition. What’s Google Optimize? Google Optimize’s website optimization platform helped marketers test and personalize their website to improve user experience and...
B2B marketers attempt to win over buyers by creating vast digital worlds of design and content. However, the most challenging part of the job is proving that you actually generated sales. Brand awareness is one of a marketing campaign's least measurable outcomes and perhaps the most important. It can directly affect every other performance indicator that matters. The hard-to-grasp nature of increasing brand awareness is reflected in two key statistics. 84% of marketers list increasing brand awareness as their most...
B2B buyers are champions of effective time management, which is why they hate wasting time receiving generic ads from businesses that don't solve their problems or soothe their pain points. As a marketer, the ideal way to avoid irritating B2B buyers is by delivering relevant, informative content when they need it most, such as when they search for your business or visit your website. And what's more relevant than personalized content? 70% of buyers now expect to receive personalized content,...
The B2B buyers' journey can be a long one, with plenty of winding turns. When a company is looking for critical equipment or an enterprise software solution, the purchasing process can take many months and involve multiple decision-makers within the organization. This journey poses challenges for sales and marketing teams. It doesn't do much good to serve up content that shows off your product's best features. Why? Because that buyer is already familiar with your product's best features and is...
When B2B buyers research their purchasing options, they always have specific questions to address. They're looking for detailed, useful information – and they're going to spend more time engaging with sellers who can provide it to them. Content marketing is the umbrella term that captures all of the processes for creating and distributing this information. The individual responsible for shaping it all into an effective strategy is the content marketing manager. Almost two-thirds of successful B2B organizations have a defined...
How do B2B businesses find clients? They have marketing and sales teams, of course. But if you reverse the question, the response is not so obvious: Your B2B marketing and sales teams find clients, but how do clients find you? 41% of B2B buyers read three to five content pieces before engaging with a sales representative. In response, B2B businesses are making their brand and expertise more visible by producing the valuable educational content buyers are actively looking for. And...
B2B marketing is not for the faint of heart, even if you have an incomparable product. First, winning over skeptical buyers burned in the past by slick marketing campaigns and overblown promises is an uphill battle. Then, before buyers step into your sales funnel, they spend a long time in the dark funnel doing independent research without engaging directly with brands. This results in ever-lengthening sales cycles, making it challenging to figure out the best ways to market to them....
Buyers call the shots in the highly competitive world of online B2B sales. The best way for B2B sellers to hold their attention is to show them that you really, truly get them. That means understanding their big-picture pain points and feature wish list, of course, but also who the people behind the company are, how they like to make their purchasing decisions, and where they're at in their buyer journey. To reach buyers at this level, you need an...
So far we’ve explored the importance and methods for measuring MarTech ROI and Uplift. Now, we’d like to dive deeper on how to maximize conversion rates of target accounts visiting your site into pipeline opportunities. Like many things in life and in marketing, the theory is simple enough, but it's all about the execution. The theory has 3 parts: Segmentation, Identification and Activation. Each of those sections can make or break the effectiveness of the entire process. Segmentation - Breakdown...
As we’ve discussed in our previous post on measuring MarTech ROI , evaluating the impact of tech on business is hard. In this edition of the journey we’ll zoom in on one key component required for this evaluation - uplift. We will show how here at Trendemon we analyze it and reveal some interesting benchmarks and correlations around this topic. A recent survey by DemandGen Report states that only 10% of B2B marketers think they have an excellent ability to measure and analyze marketing performance and impact. 54% of B2B...
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