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It started with a small idea. "Let's survey B2B Marketers to see what they're doing with their content right now." We see 1000s of data points around Content Marketing every day. What's missing is the marketers themselves. What do they care about? How are they tackling their challenges? So out the survey went. Over 500 marketers completed it over the course of a month. Then it was time to crunch the numbers. What we discovered was that combining our own data...
Let’s face it: B2B marketing isn’t getting any easier. The competition is fierce, the sales cycle is long, and buyers are more informed than ever. But here’s the thing: with the right strategies, you can still crush it in the B2B sales process. Whether you’re looking to land more leads, shorten your sales pipeline, or figure out how to improve B2B sales, the key is taking a smarter, more focused approach. In this guide, I’m going to show you exactly...
Have you noticed a change in your online browsing experience in the last week or so? If you’re using Google Chrome, that could be your user experience improving by a mile. Last week, Google released an ad blocker native to Chrome. Considering that ad revenue is almost 90% of Google’s revenue, this move may seem a bit self-defeating. But as a long-term strategy, this move definitely makes sense. By hindering display's abilities, Google has taken steps to ensure this revenue stream’s...
In another lifetime, my manager told me to delete a joke from a piece because business people “don’t believe in comedy.” Nevermind that we live in a world with two whole continents worth of “The Office,” or that I didn’t even think I was being funny. The stony-faced bosses shaved that piece of writing down until it was just a husk of jargon-y catchphrases. Like something a machine would make. But our audiences are human -- fatigued, content overloaded humans....
Have you installed a chatbot yet? No? What about a podcast? Podcasts are really hot at the moment. Have you started one? VR. You really need to look into VR. No? Facebook live? 360 video? Vine? You really need to get on Vine. That’s the future of content market - oh, wait Hurry up, you’re getting behind. ************* It’s so easy to fall into the trap of trying any new content format or platform that comes up. It’s like in high...
Marketers, you are sitting on a goldmine, yet most of it is turning to rubbish. In this post, I will discuss why marketers have to be mindful of data, the importance of data capital, and the main challenges of leveraging it. I will also review a basic framework that allows us to approach big data questions through small steps. Why bother with data? Data holds the key to sustainable growth. In marketing, similar to the scientific world, innovation and growth...
I’ve been a rabid consumer of content since the day I was born, and so has most of mankind for the better part of a century. For Baby Boomers, Gen-Xers, Millennials, and every other age group with whatever buzzword or label they have - our eyes have been glued to some screen or another our entire lives, consuming endless hours of content. That being said, as a content marketer with more than a decade of experience, I’m baffled by the...
Imperva is a leading provider of enterprise-scale data and application security solutions that enable compliance and protect critical information from criminal activity. Recognized for its world-class technology, at the time of writing this case study, Imperva was the only company to have led Gartner’s Magic Quadrant for Web Application Firewalls for four consecutive years. They're also a valued TrenDemon customer. We've been working together for a little over a year, and I must say - it's a true pleasure. Imperva works...
Online marketers share a struggle. They spend a lot of resources on creating, organizing, and optimizing the effect of content, but often do so in the dark. That’s why, when it comes to measuring the ROI for their efforts, proving the revenue benefits of content is their biggest challenge. Despite this, about 85% of marketers lack a method to measure the effectiveness of their content! Are you part of this group? Luckily, there’s hope. In our recent webinar, “How to...
Content marketers can often have a love/hate relationship with calls to action. There’s always the fear that a call-to-action can come across as too sales-y or aggressive, and placement and design can be a head-scratcher. If you decide to add a CTA to your article body, here are a few mistakes to avoid. 1) Not considering the traffic source or campaign. User behavior differs from platform to platform, and also by traffic source. For example - people engaging with your...
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